Film promotion

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Film promotion is the practice of

Trailers are a mainstay of film promotion because they are delivered directly to movie-goers. These trailers are presented to the public at the theatre or on the television at home. Generally, they tell the story of the movie in a highly condensed fashion, compressing maximum appeal into two and half minutes.

• Film posters
• Slideshows
  - stills, trivia, and trivia games from the film, shown between movie showtimes.
• Standees (freestanding paperboard life-size images of figures from the film)
• Cardboard 3D displays, sometimes producing sound^[2]

Television and radio

• Hollywood movie distributors spend about $4 billion a year to buy paid advertising (30-second TV commercials, magazine/newspaper ads, etc.) and over half that total is placed on broadcast and cable TV, which are the main vehicles for advertising movies to audiences. TV is effective because it is an audio-visual medium – like film – and can deliver a vast audience quickly, which is crucial because films typically don’t linger in theaters more than 4–6 weeks, according to Marketing to Moviegoers: Second Edition.^{[citation needed]}
• Product placement: paid active or passive insertion (as on-set posters, and
  20th Century Fox commissioned an I, Robot-themed motorcycle, featured on two episodes (2:17, 2:18) of American Chopper.^[3] The film Memoirs of a Geisha was placed throughout an episode of the TV show Medium.^[4]
• Extended placement: full episodes of television talkshows (
  20/20
  ), devoted to compensated exposure of the film, stars, clips, director, etc.
  • In addition, interviews with actors and directors which are filmed in series at a hotel with local and national entertainment reporters which are featured on
    Entertainment Studios
    .
• Production and paid broadcast of
  Starz
• Advance trailers, longer previews, or behind-the-scenes footage on streaming media and Blu-ray/DVDs

Internet

• Virtual relationship hyperlink marketing, wherein a major search engine (like
  Yahoo
  or Bing's main page) offers articles seemingly presenting interesting news-related items, but which are actually back-end loaded with a links page containing multiple "mental references" to film characters, storylines, or products. Example: Bond, Transformers, etc..., are connected to scientific invention news stories about advanced weaponry or robotics discoveries, which quickly leads the reader to pages loaded with the latest 007 or Megatron movie clip or art director's fantastical ideas and designs, thus hooking readers with a "bait and switch" story.
• Creation of standalone studio-sponsored specific to a given film.
• Online digital film screeners: screeners streamed over the Internet allow studios to send individually controlled copies of their films to various recipients with different expiry dates as a security measure against unauthorized distribution.
• film shorts on YouTube
  over a number of years while the film was in production.
• Creation of
  Internet marketing campaigns using paid advertisement and social media marketing
  .

• Paid co-branding (Eragon in American Chopper-two episodes), or co-advertising (Aston Martin and James Bond films)^[6] of a product with the film
• Promotional giveaways: branded
  fast food chains
• Building a life-sized Barbie Dreamhouse that people can rent for stays on AirBnB^[7]

Promotional tours and interviews

Film actors, directors, and producers appear for television, cable, radio, print, and online media

There are seven distinct types of research conducted by film distributors in connection with domestic theatrical releases, according to "Marketing to Moviegoers: Second Edition."[8] Such audience research can cost $1 million per film, especially when scores of TV advertisements are tested and re-tested. The bulk of research is done by major studios for the roughly 170 major releases they mount each year that are supported by tens of millions of advertising buys for each film. Independent film distributors, which typically spend less than $10 million in media buys per film, don’t have the budget or breadth of advertising materials to analyze, so they spend little or nothing on pre-release audience research.

When audience research is conducted for domestic theatrical release, it involves these areas:

• Positioning studies versus other films that will premiere at the same time.
• Test screenings of finished or nearly finished films; this is the most well-known.
• Testing of audience response to advertising materials.
• Tracking surveys of audience awareness of a film starting six weeks before premiere.
• Exit surveys questioning film goers about their demographic makeup and effectiveness of marketing.
• Title testing in an early stage.
• Concept testing that would occur in development phase of a film before it is produced.^[9]

Marketing can play a big role in whether or not a film gets the green light. Audience research is a strong factor in determining the ability of a film to sell in theaters, which is ultimately how films make their money. As part of a movie's Marketing strategy, audience research comes into account as producers create promotional materials. These promotional materials consistently change and evolve as a direct consequence of audience research up until the film opens in theaters.^[10]

IBIS made a study with information using 97% of America's economy regarding the market size of movie and Video production. They calculated that the United States market size, measured by revenue of the Movie & Video Production industry, is $18.2bn in 2022.

See also

• Film budgeting
• Junket Whore

References