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Preview
Bio data : Bruno Chatelin Inside a major The 3 rules of marketing (only 3?) The marketing tools Selecting the right associates Things change A selection of movie launches
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Bio Data
HEC business school marketing major 10 years with international Ad Agencies on major consumer goods, Colgate, Lever, Mars, Kellog s, Mastercard, Lux and more 10 years with major companies: Columbia TriStar and UGC/FOX joint venture / start up, marketing director then general manager Consultant in communication and associate founder of Solo Connexions SA
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My movie background
A regular movie goer ! At the origin of a professional approach of my moviegoer passion : the research on Lux marketing case study the soap of the stars since 1923 in the world 200 movies, 33 over a million admissions, a few opening records T2, ID4 10 studio chiefs
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Inside a major
The one billion dollars game Production / Domestic 45% /Foreign 55% A matrixcial organisation : how many bosses can you have? Reporting Local Vs Global strategy The French subsidiaries i worked and operated
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Positioning
The positioning is written by the movie itself. But the desirable positioning builds on the values you identify as the movie strongest selling arguments Something unique to your movie Something that qualifies it into a genre The result of a unique combination of talents
Positioning examples
Mr Jones launch in France with a new positioning US domestic positioning : the dramatic love story between a maniaco-depressive patient and its psychiatrist starring Richard Gere and Lena Olin Domestic flop the french approach : Mr Jones is a feel good movie with R Gere as the irresistible seducer of all women capable of the wildest creative acts N 1 Box Office
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Positioning
10 movies open the same day: why should they come and see yours? How come the admissions figures of your first show are exactly in line with the final career? How do kids know ahead that they will like the movie? What makes buzz grow? (internet, word of mouth)
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Shrewd targeting
The right distributor (how many films a year ) The right date (competition, genre, holidays) The right exhibitor circuit (specialised, enough capacity) The right houses The right media to hit the target The right commercial associates
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Dating
How much time do you want to have after the movie wrapped, opened in a territory (to capitalise on success or evacuate flop?) Festival diktats: open after the film is shown... Choosing the lead country to open Do we need the media publicity support, can we do without them (in holidays, in heavy competition) Last Action Hero vs Cliffhanger
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Testing
Tests to help make the right decisions potential strategy tools : posters, trailers, title Screening tests with Holy NRG one company does it all around the world : 15 000 $
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The poster
Obligations: billing block, above title, order and colours, logos, legal, censorship A strong title : compare the size with commercial ads Codes Quotes as a substitute to obligations Quotes as a media endorsement
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A powerful poster
Teasing Adapt to the format : bus flank or tails : talk to the cars ; twin sites teaser /revealing Select the media that allow most impact Show the audience that the poster is alive Think about timing summer, revealing... Remember that it is an element that the audience must appropriate and buy Poster in theatres may be different 20
Poster
Information retention Give the promotional partners visibility Pictures or illustrations Elements from the film are not always available
A good trailer
A true trailer, true to the movie ambience, dialogue, humour, effects A trailer that will stay young and evolves It will give progressive perspectives And focus (early source of word of mouth) It should not reveal everything of the movie (keep a few surprises for the longer version) Explain the title when it needs to 22
Trailering strategy
Role of length to ensure your position ? Targeting the movies and the theatres it should play into Buy the space where you cannot get it Organise deals to get more : contests... Play the music video on screen Play in the lobby video monitors Tie in with programming Attach to another movie Technical Dolby, rotation,
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In theatres material
Standees Postering starting as early as you may (10 max !) different sizes Lobby display ;$ and front house Pictures Leaflets, magazine special, postcards, stickers, tattoos etc Quotes reproductions : they can read ! Volume 3D material Movie theatre magazines 25
Trade Marketing
Advertise the date and campaign in the trade press Use the conventions to show your trailer film marketing plans... Involve the circuits and the exhibitors in the marketing Menus Exhibitions of pictures props Debates with the audience Bring them the cast Organise contests (sleepless in Seattle, Id4give them prizes)
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Commercial Promotions
The licensees The promotional partners : Zorro Interact, inform, exchange Mutual marginal benefits new places... Screenings and tickets : J.Park Limits : product endorsement... How vital is that really?
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Buzz with @ ?
Create a site for your movie and talk to your audience. 60 000 new webers a day in the states How, how much Make sure you communicate about it online and with main media Feed the beast web cam, live interview, contests, gather all your partners
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Publicity
The N1 marketing tool Publicity strategy and media planning : comedy, romantic, kids The media interest : journalist, promotion and advertising The standard tools : press kit, EPK, APK, pictures selection, clips and excerpts Feeding the media with relevant unique angles : the true story, the place, the sociological, the figures, yourself as a spokesman... Co produce the TV show
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Publicity handling
Evaluate the dosage and the progression Show or not show the movie When the journalist does not like the movie can you find another one Can you fight back: My example with Libration /Doors made Variety front page Is there something to say about the movie
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Advertising Strategy
Amount 2 to 9 MFF Timing : create anticipation climaxing at opening day Prior opening 80 % , 20% sustaining Media selection : mass media Posters and TV if you may buy it : 60 %, radio 20 %, dailies and guides15 % cinema 5 %
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Art of buying
Making deals : partnership, screening, volume buy, exclusive buy, floating, last minute poster buy, provincial buy Buying the right media, at the right time:merry Christmas and right place (concerts), centre of interests
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Things change
Media spending have grown Media promotions and tie ins become standards Competition grows tougher Number of prints soar : spending follow Pioneer area is over? Role of multiplex
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THE END
THANK YOU FOR YOUR ATTENTION And good luck to you all
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