Film advertising
Aim: To apply knowledge of advertising and marketing to the study of three films.
DISNEY
video-on-demand: nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix and Youtube. Disney owns the Disney Channel (TV) but also Disney Life, a VoD allowing it to compete with the likes of Netflix.
Joint ventures: Not all films have this luxury, though, so independent companies ( eg. those free from the control of a conglomerate) may undertake a joint venture - this is when one media company works for another on a project mutually beneficial for both parties.
why do we end up in the cinema?
Paid feature youtube link
Billboards ( underground tube)
Bus advertising
Social media - snapchat, instagram
Who you follow - social influencers
Personal social media
TV trailers
Word of mouth
Film magazines
Print reviews
Imbd.com
Free newspapers/magazines - Standard, Time out
Cinema foyer
Cinema facade
Definitions:
Black box:Device, process or system, whose inputs and outputs are known, but whose internal structure or working is not well, or at all, understood, not necessary to be understood for the job or purpose at hand, or not supposed to be known because of its confidential nature.
Downloading: Copy data from one computer system to another, typically over the internet.
Streaming: A method of transmitting or receiving data (especially video and audio material) over a computer network as a steady, continuous flow, allowing playback to start while the rest of the data is still being received.
Frozen case study:
marketing and distribution:
Frozen was released in November 2013
A Disney animated film, it has an estimated budget of $150,000,000, and went on to gross $1,276,480,00 worldwide.
digital advertising:
Frozen has its own youtube channel with 3.5 million subscribers and over 10 million views.
Frozen is part of Disneys horizontal advertising with synergy.
Social media:
they have a Facebook verified account and two instagram accounts - one for the movie and one for the musical, both also verified. The instagram accounts both have over 100k followers. Whilst the Facebook one has 23 million likes.
traditional print advertising:
Eg. billboard. Initial marketing focused on Olaf in the print campaign also with the central characters such as Elsa and Anna seemingly more peripheral. Note the original poster's focus on Olaf as the central character - using the "false undersell". Though the DVD cover, released once the film was better established, feature Elsa and Anna (rule of thirds) more prominently.
The marketing campaign: but the successful campaigns for Disney's Frozen represents a successful version of an underrated form of advertising - "the false under-sell"
Disney wasn't marketing Frozen to you, they were marketing it to your youngest kids. After seeing the trailer many kids were drawn to see the movie. But those audiences, young and old, had their proverbial socks knocked off by the film. They came out of the theatre not just satisfied but telling their friends how much better it was than they were expecting. Hence the A+ CinemaScore and the strong buzz which powered the film to a massive $93 million five a day debut and then led to a solid $31m second weekend.
(Forbes article Scott Mendelson)
The comedy-laden marketing that focused on the Olaf the comic-relief snowman (while not hiding its female protagonist) got the youngest kids in the door. But the film's quality is what got older kids and their parents talking. The movie itself was the best marketing tool that Disney had for older audiences, and its a tool that paid off big time once the reviews came out and the word-of-mouth spread.
It got very young kids of both genders to see a fiercely feminist princess adventure and got their parents to tell their friends and family about that unexpectedly awesome Disney cartoon they saw.
DISNEY
This is the structure of Disney. Frozen is a Disney film; because Disney is a conglomerate company (i.e. one overall parent company owns a number of smaller, subsidiary companies), they have creative control over the production process. Frozen, then, was produced by Walt Disney Animation Studios, and released by Walt Disney Pictures. Therefore, the company has complete control over the film from inception to release, and have access to multiple platforms for cross-promotion and synergy.
Joint ventures: Not all films have this luxury, though, so independent companies ( eg. those free from the control of a conglomerate) may undertake a joint venture - this is when one media company works for another on a project mutually beneficial for both parties.
why do we end up in the cinema?
Paid feature youtube link
Billboards ( underground tube)
Bus advertising
Social media - snapchat, instagram
Who you follow - social influencers
Personal social media
TV trailers
Word of mouth
Film magazines
Print reviews
Imbd.com
Free newspapers/magazines - Standard, Time out
Cinema foyer
Cinema facade
Definitions:
Black box:Device, process or system, whose inputs and outputs are known, but whose internal structure or working is not well, or at all, understood, not necessary to be understood for the job or purpose at hand, or not supposed to be known because of its confidential nature.
Downloading: Copy data from one computer system to another, typically over the internet.
Streaming: A method of transmitting or receiving data (especially video and audio material) over a computer network as a steady, continuous flow, allowing playback to start while the rest of the data is still being received.
Frozen case study:
marketing and distribution:
Frozen was released in November 2013
A Disney animated film, it has an estimated budget of $150,000,000, and went on to gross $1,276,480,00 worldwide.
digital advertising:
Frozen has its own youtube channel with 3.5 million subscribers and over 10 million views.
Frozen is part of Disneys horizontal advertising with synergy.
Social media:
they have a Facebook verified account and two instagram accounts - one for the movie and one for the musical, both also verified. The instagram accounts both have over 100k followers. Whilst the Facebook one has 23 million likes.
traditional print advertising:
Eg. billboard. Initial marketing focused on Olaf in the print campaign also with the central characters such as Elsa and Anna seemingly more peripheral. Note the original poster's focus on Olaf as the central character - using the "false undersell". Though the DVD cover, released once the film was better established, feature Elsa and Anna (rule of thirds) more prominently.
The marketing campaign: but the successful campaigns for Disney's Frozen represents a successful version of an underrated form of advertising - "the false under-sell"
Disney wasn't marketing Frozen to you, they were marketing it to your youngest kids. After seeing the trailer many kids were drawn to see the movie. But those audiences, young and old, had their proverbial socks knocked off by the film. They came out of the theatre not just satisfied but telling their friends how much better it was than they were expecting. Hence the A+ CinemaScore and the strong buzz which powered the film to a massive $93 million five a day debut and then led to a solid $31m second weekend.
(Forbes article Scott Mendelson)
The comedy-laden marketing that focused on the Olaf the comic-relief snowman (while not hiding its female protagonist) got the youngest kids in the door. But the film's quality is what got older kids and their parents talking. The movie itself was the best marketing tool that Disney had for older audiences, and its a tool that paid off big time once the reviews came out and the word-of-mouth spread.
It got very young kids of both genders to see a fiercely feminist princess adventure and got their parents to tell their friends and family about that unexpectedly awesome Disney cartoon they saw.
Excellent set of notes, Ruby. Keep up the good work.
ReplyDeleteMr Boon