The art of movie marketing - Deepstash
The art of movie marketing

The art of movie marketing

Movies have significant earning power because they're sold so effectively.

Even though the movie industry earns billions of dollars a year, only a handful of Hollywood movies make a profit. Hollywood relies on its few runaway hits to make up for the rest of the films that fail to break even, making the job of the movie marketer even more important.

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MORE IDEAS FROM How Movie Marketing Works

Closer to the release date
  • Closer to the release date, movie marketers try to get favourable coverage in newspapers, magazines and TV shows.
  • At the main movie publicity - or press junket - journalists, entertainment reporters and movie critics are flown to a unique location for interviews with the stars and creators.
  • A few weeks before the movie opens, a publicity blitz is rolled out. The public is bombarded with so many images and promotions that the movie can't go unnoticed.
  • A final strategy is a publicity stunt, where someone does something spectacular to draw attention to the movie.

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Every major Hollywood studio and movie distribution company relies on their internal promotions department to design an advertising campaign across different media platforms.

  • One tactic to make a film stand out is to go big. The marketing campaign for an expensive blockbuster movie often cost as much as half of the total production budget.
  • Opening weekend sales give a direct indication of how big the profit will be. Therefore, the marketing team needs to ensure strong opening weekend sales.

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The trailer is often the first chance to promote a movie and can start up to a year before releasing a major studio movie.

Then the movie studio will unveil an official Web site for the film, where visitors can view several versions of the trailer, watch behind-the-scenes interviews, download cell-phone ringtones and desktop wallpaper, and play games.

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  • Every movie is a unique product with its own potential. Just because one film was a hit doesn't mean the next one will be.
  • Movie marketers try to deal with this risk by heavily promoting expensive films, which significantly increases the expenses.
  • Movies are also marketed to the widest audience. The lack of focus means millions of dollars are lost on the wrong audience.
  • Moviegoers are quick to recognize a publicity blitz and are becoming less susceptible to advertising campaigns.

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RELATED IDEA

When Movie Trailers Give Away The Entire Movie

Movie studios spend millions marketing their product and show multiple versions of trailers to test audiences before releasing the final set of trailers that, more often than not, have the entire movie spelt out for the audience.

This technique is a necessary evil and has become a mainstay of Hollywood trailers despite intense criticism.

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Movies and Parkinson's Law

The cost to make a movie has little or no correlation to its profitability.

Movies cost so much because of the financial concept known as Parkinson's Law, which means film budgets will continually expand to use the capital available, regardless if the extra cash results in a better product.

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The teen movie Clueless influenced fashion

The 1995 modestly budgeted teen movie called Clueless influenced fashion for two decades and became a permanent cultural touchstone for multiple generations.

The comedy about a shopaholic Beverly Hills teenager benefited from MTV's promotions and became the No. 1 movie for that summer. More importantly, Clueless touched a part of the culture that caused pre-teen and teen girls to rush to malls searching for plaid skirts and knee-high socks. 

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