1. Assess the importance of marketing in the media area you have studied.
“The process of film distribution is incredibly interesting and somewhat complex,” Jonathan Paul said in his Hollywood film distribution article. Marketing plays an important role in the success of a movie. Major movies use some of the following techniques to market a movie; synergy, cross media convergence, and cross promotion.
Synergy is a common use of marketing in big Hollywood films. One of these films is ‘Fantastic Beasts: The Crimes of Grindelwald’. This film was produced by Warner Bros. Pictures, a big Hollywood production company. Warner brothers teamed up with AT&T to use synergy to their benefit. This boosted the film and created major publicity. Another film that used synergy was ‘Beauty and the Beast’ produced by Walt Disney Pictures. ABC and Walt Disney pictures teamed up in promoting this release, by having some of the stars from the movie host a special edition of ‘The Bachelor’. Both of these large Hollywood production companies use of synergy to market out their newest films, attracted more of an audience allowing an even greater success.
Cross media convergence is another great way for producers to market their films. Not only did ‘Beauty and the Beast’ get marketed by synergy, but Walt Disney Pictures also used cross convergence to get people interested in their upcoming film. Disney teamed up with twitter, allowing exclusive ‘Beauty and the Beast’ themed stickers to be added to photos. Walt Disney Pictures also played the 1991 animated version more often on tv, to generate excitement for the newer film. Seeing how well known this film is, Walt Disney Pictures definitely used this marketing strategy wisely.
Cross promotion also helps Hollywood films get on the audience’s radar through marketing. ‘Black Panther’ a film produced by Walt Disney Pictures and Motion Studios, used cross promotion. The trailer was debuted during an NBA finals game. This meant many people would be watching, increasing audience intrest. ‘Fast and Furious 7’ is another big Hollywood film that used cross promotion as a marketing technique. Fast and Furious was under the Universal Pictures production company. They teamed up with OPPO, a phone brand featured on some of the movie posters. Both of these top Hollywood movies were a success and one common denominator is using cross promotion as a marketing strategy.
Cross promotion also helps Hollywood films get on the audience’s radar through marketing. ‘Black Panther’ a film produced by Walt Disney Pictures and Motion Studios, used cross promotion. The trailer was debuted during an NBA finals game. This meant many people would be watching, increasing audience intrest. ‘Fast and Furious 7’ is another big Hollywood film that used cross promotion as a marketing technique. Fast and Furious was under the Universal Pictures production company. They teamed up with OPPO, a phone brand featured on some of the movie posters. Both of these top Hollywood movies were a success and one common denominator is using cross promotion as a marketing strategy.
As shown by the four Hollywood films mentioned (‘Fantastic Beasts: The Crimes of Grindelwald’, ‘Beauty and the Beast’, ‘Black Panther’, and ‘Fast and Furious 7’) marketing helps them through their success. They all use many of the same marketing techniques such as, synergy, cross media convergence, and cross promotion. I feel that marketing is one of the most important factors when distributing a film.
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