1. Assess the importance of marketing in
the media area you have studied.
Marketing in the film industry is extremely important. This
is because marketing can cause a movie to gain more notice by the audience and
allowing for more profit to be made. Marketing can also create partnerships
where both parties are profiting from the collaboration.
Marvel is a prime example of using marketing to promote their
movie. Marvel used a special event for the release of Black Panther by creating
a website for the movie, https://marvel.com/blackpanther#/. The website
included movie tickets and an online shop that sold merchandise for the movie.
They used this as a marketing tool to reel in more audience and to also make
more profit by also including an online shop that sold their merchandise. Cross
promotion wan another marketing tool used for the movie by a trailer of the movie
being played during the NBA finals game. This was a smart marketing decision
because there are a lot of viewers watching the NBA finals and when the
audience sees the trailer during the finals it increases the range and quantity
of the viewers who are going to watch the film. Another cross-promotion example
is when Lexus partnered with the Black Panther movie, revealing a special
commercial that showcased the movie and the 2018 Lexus LS 500, a new car that
was inspired by the movie. This showcase allowed for both companies to earn a
profit from the collaboration. These marketing techniques were some of the many
that allowed for the movie to make about 361 million dollars in its first week
alone.
Beauty and the Beast is another prime example of the significance
that marketing poses to the filming industry. The movie used many
cross-promotional techniques in order to obtain a large audience and gain a
large profit. The movie collabed with many other companies in order to get the
film portrayed everywhere. Twitter added exclusive stickers to add to photos,
Apple created special iMessage stickers to send to people, etc. These different
cross-promotional efforts allowed for the movie to be noticed by an enormous
audience on both platforms and created a larger net of audience for the movie.
The film used merchandising as another marketing technique. Disney added
clothes, dolls, ornaments, etc. to their online store. This added to the total
profit that the movie would make. Disney also teamed up with Hot Topic to
release t-shirts, jewelry, mugs etc., allowing for both companies to make a
profit off the collaboration. The film also used synergy as a marketing
technique. Disney performed corporate synergy with the television show named
‘The Bachelor’. The show hosted a special edition episode on ABC to promote the
upcoming release of the movie. This alone caused for the predicting profits to
rise as the predicted audience rose as well. All the marketing techniques used
caused the movie to make a worldwide sum of about 1.3 billion dollars.
Guardians of the Galaxy is another film that gained great
success from using marketing techniques. They used synergy with their
subsidiaries, marvel animation, and the Super Bowl. The Super bowl presented a
commercial for the Guardians of the Galaxy 2 movie, their subsidiaries screened
the movie on their app, and marvel animation created an animate television
version in order to promote the movie. They used merchandising as another
marketing technique to get the film out to the public. Theater exhibition and
Home exhibition were also key components in the profit made from the movie.
With people being able to enjoy the movie from the comfort of their own home,
it caused for more people to watch the movie. These joint efforts caused for
more profit to be made by the movie, which concluded in the movie making around
900 million dollars profit worldwide.
The film Fantastic Beast is another film that contained
incredible marketing techniques that allowed for the film to achieve great success
in the profit margin and to be viewed around the world. The movie did a cross
promotion with AT&T by decorating their stores with posters and other movie
merchandise and showing a preview of the movie on DirecTV. Google was another
ally that did a collaboration with the movie by running multiple ads on their
websites. Fan screenings were shown to entice viewers to want to see the movie
early and Harry Potter themed games were used to reel in Harry Potter fans as
well. The film had merchandise distributed among many different stores
worldwide with Harry Potter merchandise. This meant that when Harry Potter fans
bought a toy, they also bought a Fantastic Beast toy which allowed for both
movies to gain profit. I seen their toys in the store personally and bought one
for my little cousin. They also collabed with Hot Topic and Alex and Ani to
make different merchandise in order to have the film’s name worldwide and to
gain more profit from different ventures relating to the film’s promotion.
AT&T and Warner Bros. committed synergy when they teamed up to create and
promote the film worldwide, causing for the marketing campaign to boost the
overall hype of the film. The home exhibition of the film was another marketing
technique used in order to create a profit for the film. The film was sold
through Amazon Blu-Ray, DVD and a Digital Combo Pack. They also have different
businesses selling the movie such as Target and Walmart. The joint efforts of all
the marketing techniques used caused for the movie to make a total of 653.7
million dollars worldwide.
Marketing techniques are critically essential to the film
industry as it pertains to the success of the film and it is a key factor in
the profit that the movie makes. Marketing is one of the key components in
order to make sure that the movie is successful.
