Yr 12 OCR Media Studies

Film Industry:
Marketability and Playability

Learning Objectives:

1. To understand how distributors justify funding for

advertising.
 Marketability
• Marketability refers the film’s potential to
be marketed effectively – i.e. be turned
into a profitable marketing campaign.
 Playability
• Playability refers to the audience reaction
to the film. If an audience is satisfied and
pleased by what they have seen, they will
encourage others to see it. This allows the
film to sustain itself in the marketplace.
Match the definition to the term
•This is paid for, and can be radio ads, TV trailers,
internet popups, magazine adverts, billboards, etc.
Promotions •It is usually given a coherent ‘look’ and ‘feel’ – the
branding.

•This is done to attract media attention to the film.

•Examples could include premieres, or
appearances in public by the cast.
Advertising •However, there is no guarantee that the media will
pick up on these events – so they can be a
financial risk.
•This involves becoming involved with other
companies with a connection to the film.
•Examples could include running competitions in
Publicity collaboration with a particular TV or radio station,
giving away prizes linked to the film – such as
holidays to locations featured in the film.
 Publicity
• This is done to attract media attention to the film.
• Examples could include premieres, or
appearances in public by the cast.
• However, there is no guarantee that the media
will pick up on these events – so they can be a
financial risk.
 Advertising
• This is paid for, and can be
radio ads, TV trailers,
internet pop-ups, magazine
adverts, billboards, etc.
• It is usually given a
coherent ‘look’ and ‘feel’ –
the branding.
Promotions
• This involves becoming
involved with other
companies with a connection
to the film.
• Examples could include
running competitions in
collaboration with a particular
TV or radio station, giving
away prizes linked to the film
– such as holidays to
locations featured in the film.
 The P&A Budget
(Promotion and Advertising)

Marketing Costs

Advertising Publicity Promotions Production Misc.

Print & Trailer Costs

 Homework

TASK: Research the way one FilmFour

film was marketed, and compare it to the
way one Hollywood blockbuster was
marketed. This should be written up as a
500-word answer.

Due: Friday 1st April 2011