Video clips notes
(watched some clips on launchingfilms.tv and made notes)
Release of a film
Who are the audience? Devise a marketing budget. What could the movie take in the box office in the UK? Promotions - third party companies, radio, newspaper, talent on movie do interviews, premiere, outdoor posters, TV, online.
Positioning & audiences
Define who audience is. Does the film have a specific genre? Need to work out target audience in terms of age group. Directors, actors, target specific audiences who would know the director and actors.
Target Audience
For smaller films, identifying audience is more important. Look at past films, and who has gone to what films, their age, genre, leisure activities, and (lots of research). You can never be 100% sure of which audience to target. Advertising is always a gamble. 45yrs+ make decisions from the TV, so need to reinforce as they take a while to make a decision. Teenager may make snappier decisions.
Competition
Film distribution is about competition; need to stand above the others to get noticed. Why would someone want to see your film? If it is half term or bad weather there will be many more people going to the cinema. Holidays and weather affect audience patterns. Weather affects advertising because in summer people watch less TV as they are outside more, so would see posters more.
P&A budget
Consists of costs of prints (actual film) and technical elements, as well as shipping. Most important is advertising costs. Designing posters, press ads, trailers, TV ads, where to advertise and how best to use the advertising money. What is the target market and where will they see the adverts? Radio is cheaper than TV, can get to a huge audience across the country.
Word of mouth
It is critical. Depends when you want word of mouth for a movie. If you get the movie early they can do screenings, but if later then word of mouth would be better. Work with media partners, radio, TV, newspapers, free screenings to get public opinion and promote the movie via word of mouth. Cheaper way of advertising. Most credible form of recommendation as opposed to an advert. If you get the movie late then you have to rely on the advertising money – opening it on the correct weekend, how long it runs for depends on the popularity. Word of mouth can create a strong momentum for the movie.
Marketing plan
Main methods of publicity is advertising and press. Adverts in magazines, newspapers, TV, online, radio, free from press. Put features (stories) about the film in magazines. Outdoor advertising is quite expensive but very good. Word of mouth – screening, best form of free advertising. Viral campaign – put a funny/interesting film clip that entices people to watch the film. Word of mouth can make or break a film. Specialised films there isn’t as much money, so word of mouth is crucial.
Film trailers
Trailer is the most important key to selling the film. Public’s first exposure to the film. Gives a taste of what the film is going to be like. Very important that it is appealing and portrays the concept of the film successfully.
Link between
Convince cinemas to take the film, independent films are harder to sell. Finding somewhere to put it can be quite hard.
Digital marketing
Viral marketing is an over-used word at the moment. It is very simple – creating something (game, quiz, video) so that when someone sends it to someone, they send it to someone else. Best communication is word of mouth.
Test screenings
Research is important, and testing poster ideas, trailers and concepts is important to do early. It makes sure it is communicating the things they want it to. Recruit target audience, with feedback questionnaires and sometimes a focus group where they talk about what they thought. Sometimes the film people might change their movie if it is getting the wrong sort of feedback.
Persuading cinemas
First step is to convince cinemas (already been said)
Opening weekend
Very frustratingly important. The way the industry works. A film is judged on its three day opening, (Friday, Saturday and Sunday) Monday morning is make or break. It has to have made more money than any other otherwise it might be taken off. Hold-over is when a film hasn’t made enough money.
Piracy
Escalated over the last 5 years. In 2006 piracy was 20% of all DVD sales in UK. Alarming amount of illegally sold films. Ripped off by inferior quality and they are giving their money to criminals.
(watched some clips on launchingfilms.tv and made notes)
Release of a film
Who are the audience? Devise a marketing budget. What could the movie take in the box office in the UK? Promotions - third party companies, radio, newspaper, talent on movie do interviews, premiere, outdoor posters, TV, online.
Positioning & audiences
Define who audience is. Does the film have a specific genre? Need to work out target audience in terms of age group. Directors, actors, target specific audiences who would know the director and actors.
Target Audience
For smaller films, identifying audience is more important. Look at past films, and who has gone to what films, their age, genre, leisure activities, and (lots of research). You can never be 100% sure of which audience to target. Advertising is always a gamble. 45yrs+ make decisions from the TV, so need to reinforce as they take a while to make a decision. Teenager may make snappier decisions.
Competition
Film distribution is about competition; need to stand above the others to get noticed. Why would someone want to see your film? If it is half term or bad weather there will be many more people going to the cinema. Holidays and weather affect audience patterns. Weather affects advertising because in summer people watch less TV as they are outside more, so would see posters more.
P&A budget
Consists of costs of prints (actual film) and technical elements, as well as shipping. Most important is advertising costs. Designing posters, press ads, trailers, TV ads, where to advertise and how best to use the advertising money. What is the target market and where will they see the adverts? Radio is cheaper than TV, can get to a huge audience across the country.
Word of mouth
It is critical. Depends when you want word of mouth for a movie. If you get the movie early they can do screenings, but if later then word of mouth would be better. Work with media partners, radio, TV, newspapers, free screenings to get public opinion and promote the movie via word of mouth. Cheaper way of advertising. Most credible form of recommendation as opposed to an advert. If you get the movie late then you have to rely on the advertising money – opening it on the correct weekend, how long it runs for depends on the popularity. Word of mouth can create a strong momentum for the movie.
Marketing plan
Main methods of publicity is advertising and press. Adverts in magazines, newspapers, TV, online, radio, free from press. Put features (stories) about the film in magazines. Outdoor advertising is quite expensive but very good. Word of mouth – screening, best form of free advertising. Viral campaign – put a funny/interesting film clip that entices people to watch the film. Word of mouth can make or break a film. Specialised films there isn’t as much money, so word of mouth is crucial.
Film trailers
Trailer is the most important key to selling the film. Public’s first exposure to the film. Gives a taste of what the film is going to be like. Very important that it is appealing and portrays the concept of the film successfully.
Link between
Convince cinemas to take the film, independent films are harder to sell. Finding somewhere to put it can be quite hard.
Digital marketing
Viral marketing is an over-used word at the moment. It is very simple – creating something (game, quiz, video) so that when someone sends it to someone, they send it to someone else. Best communication is word of mouth.
Test screenings
Research is important, and testing poster ideas, trailers and concepts is important to do early. It makes sure it is communicating the things they want it to. Recruit target audience, with feedback questionnaires and sometimes a focus group where they talk about what they thought. Sometimes the film people might change their movie if it is getting the wrong sort of feedback.
Persuading cinemas
First step is to convince cinemas (already been said)
Opening weekend
Very frustratingly important. The way the industry works. A film is judged on its three day opening, (Friday, Saturday and Sunday) Monday morning is make or break. It has to have made more money than any other otherwise it might be taken off. Hold-over is when a film hasn’t made enough money.
Piracy
Escalated over the last 5 years. In 2006 piracy was 20% of all DVD sales in UK. Alarming amount of illegally sold films. Ripped off by inferior quality and they are giving their money to criminals.
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