Movie Marketing Plan

External – content, consumer income, marketing of movies relies on studio production companies, split sales with distributors

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Movies have the ability to transport people to different times and places and distract them from ordinary everyday reality. They allow for a range of emotions to be experienced. At their core, movies examine the human condition. There are plenty of deeper truths woven into screenplays and plenty of lessons to be learned, even when an individual is solely seeking entertainment.

A criticism made by Adorno and Horkheimer that is still relevant to the modern movie industry is the criticism that “the people at the top are no longer so interested in concealing monopoly…Movies and radio need no longer pretend to be art” (Adorno and Horkheimer). The modern movie industry is an industry of commodities in sense, what this means is that the movies produced today are produced simply as means for profit and not as form of art. As Adorno and Horkheimer stated “the movie-makers distrust any manuscript which is not reassuringly backed by a bestseller” (Adorno and Horkheimer) this attitude can be seen by simply observing the Avengers, Spider-man and Transformers franchises. These types of movies are given top priority at movie studios simply because they are movies with large target audiences and the movie studios know that they will bring in mass amounts of profits. These types of movies often lack substance of any kind for example take the Avengers franchise, the movie itself has very little plot or characterization but it is still produced over and over again because it is a source of revenue. This is an example of how new media technologies how what Adorno and Horkheimer mean by when they say art is becoming a commodity (Adorno and Horkheimer). Another criticism found within

“I’m going to make a name for myself. If I fail, you will never hear of me again” Edward James Muggeridge. True to his words he succeeded in making a name for himself and he created the first movie or “motion picture”. Movies are a rollercoaster ride that transcends people into a whole different world fresh out of somebody’s imagination as seen through the genres of horror, drama, and science fiction. The movie business allows people to break through the burden of everyday life. Considering today’s way of life, people would be lying if they did not admit that movies are an influential entity in our culture. Movies have been successful in ingraining values and elements into society. Movies exaggerate, sensationalize and at

With the large variety of interests that flourish within the society, it is no shock that genres exist, especially in film, as the definition of entertainment differs from person to person. A genre is a category of films that are characterised by similarities in the narrative elements and conventions found within the films. Genres are extremely useful to both film producers and audiences as it helps them narrow down the target audience and search for films that are in their range of interests. No one wants to watch a political drama overrun with teenagers or go into a cinema with the intentions of watching a romantic comedy, only to receive blood and gore instead.

Hundreds of movies are released every year. Filmmakers try to create the next jaw-dropping movie that audiences will stand in line for hours and pay top dollar to see. The key to success is finding ideas that appeal to a mass audience. Viewers are the lifeline of any production company so making something for everyone is a savvy business move for the film industry. To cover all bases, there are over fourteen different genres of movies. Film making is not a solo effort. It is a collaboration between the actors, directors, producers and other key contributors. This combined effort or mise-en-scene includes all the elements of the film to include actors, backdrops, costumes, props and lighting used to meet the director’s vision

Onwards from the late sixties, trailers emerged to the forefront of film marketing. Prior to this, film trailers were nowhere near as predominant in the marketing process as they are today; they are now a consolidation of marketer strategies, used as an effective tool in targeting the greatest number of potential audiences to increase cinema sales and therefore film revenue. Companies often spend large amounts on advertising new products, prior to their launch, which is extremely apparent within the creative industries (Elberse & Anand, 2007), namely the film industry. While trailer marketing tends to exploit audience behaviour and genre preferences, this promotional tool has proved itself to be the most effective in publicising films. Today, trailers are a cinema of ‘coming’ attractions in a blockbuster era (Kernan, 2004), where marketing dictates what is to be produced within the global film industry.

    Film and literature are two media forms that are so closely related, that we often forget there is a distinction between them. We often just view the movie as an extension of the book because most movies are based on novels or short stories. Because we are accustomed to this sequence of production, first the novel, then the motion picture, we often find ourselves making value judgments about a movie, based upon our feelings on the novel. It is this overlapping of the creative processes that prevents us from seeing movies as distinct and separate art forms from the novels they are based on.

For instance, the film industry would overproduce similar products into the market. So they would continue to produce films that have similar genres or contents in order to avoid risk within the industry. In addition, by overproducing, especially for one company with three films out, if one of them fails to produce a specific amount for the costs another film will compensated for the loss of the other film. However, this strategy will depend on whether or not the films are viewed more than other films, as this strategy is not guaranteed for all films. In addition, to just the film industry with cinemas, there is also the internet that allows a wider and quicker spread of films to the world. These are referred as secondary markets. Secondary markets allow companies to generate more profit when its premieres do not generate enough revenue to cover the costs of the making of the film. This occurs frequently to films that do not appeal to the audience or it just lacks a ‘wow’ factor of the audiences. However, I think the film industry is just continuously creating the same genre films every year without actually coming up with something new. Everyone always knows the end result of the same genre films. For example, films that are based on romance, the ending would be the main female ends up with the main male. Another example would be superheroes films where in the end the hero saves the world. But, no matter how recessive the genre is, people continue to be drawn in regardless of its repetitive

According to Raftery, not only films are unsuccessful, but also appeared to be nearly non-existent, almost as if they have vanished once it releases for premiere to the public entertainment. On the other hand, other art forms involve creative and exclusive commercials, especially television. Individuals can spend multiple hours watching shows and not get caught up on all of the decent things due to the multiple options available. Appropriately, not all of these shows earned high ratings, but they definitely won the qualification, which is how online discussions and reviews are accessible. Today, people are discovering other appealing and favored things than available films at a local theater. Even though movies still make money, it still feels that they are short-lived and easily forgetful, which may be an alarming message to those especially devoted in a career in film. Raftery predicts that movies will someday comeback stronger than ever with improved content and

The producers will develop a test and the audience will tell the producers whether it is something they want to see or they are not going to see. This can affect the next text to be produced in an attempt to conform to the audience demands. Looking at the development of different types of genres and the development of films within the same genre, it’s possible to look at similarities and differences and identify changes in society and audience ideologies and tastes.

Film Connection Film Institute. (2013). How the Internet has changed movies and the movie business. Retrieved on 2/10/2013. Retrieved from

The costs, methods of distribution, and themes of Hollywood and Nollywood films reflect strongly their target audiences; how the target audience affects the production of a film and how the production of a movie is designed to capture a specific

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