A marketing case study of different films.

Media work

Marketing is all around us, sometimes without us even knowing it. Marketing is a process that companies use to promote a film and therefore gain more revenue in the long term. Posters, adverts, trailers and billboards are just some of the different methods used to promote certain films. Other such ways to promote and market can be interviews by the ‘stars’ of the film to give a good preview of the movie, articles in newspapers and magazine, music videos if a music single is released for the film and a build up of ‘public hype’ within social networks.

The most well known, but yet old fashioned, way to promote a film is using the film poster technique. These posters can be seen in various print texts in the media and throughout cinemas up and down the country where posters are part of a movie theatres overall environment. Posters capture the film but within a printed format. This print text needs to capture the experience and the atmosphere surrounding the storyline to grasp the viewer and sell the so called ’product’. Without this atmosphere been captured, the viewer will simply pass by, leading to reduced numbers watching the industries next big film. However, companies are only able to market their film according to their own budget, henceforth the whitewash of Hollywood movies in today’s society. Marketing is especially huge among Hollywood films as they often spend a quarter of the film’s budget just on media purposes along. This therefore leads to independent companies and arthouise/indie films suffering as a consequence.

The Rise of the planet of the Apes is a clear example of the sheer power that Hollywood possess with marketing for this film been estimated at costing the makers up to a staggering $43,210,000. However in response to this, the film grossed $377,718,000 which just proves that marketing is such a key part of a films success especially in foreign terrain. Personally, when walking through the street I seemed to be constantly bombarded with information on this such film, the date it was released, reviews from famous critics with film posters in bus stops and shop windows everywhere. Hollywood therefore has the sheer power and strength to break new barriers all the time especially now with the influence of the internet to be always promoting newer, better feature length films.

This trailer alone shows the hugely improving state of the film industry with trailers been beamed all across the world to different locations to create a strong need for viewers to go out and buy the pleasure of watching this certain movie.

Hollywood also now has the money to create various different movie posters and therefore widen the spectrum to caption a much wider target audience. As we see below, the three different movie posters use very different images and colours to appeal to the wider public eye.

However, on the other hand we have smaller film companies who have to deal with Hollywood but still make a profit when bringing out new releases. ‘An art film is a typically serious, independent film aimed at a niche market rather than a mass market audience.’ Arthouse films usually star widely unknown actors/actresses and can also be seen as quite low budget films compared to the films of a mass market equivalent. A low budget therefore means that marketing throughout the wider society is a lot more limited compared to it’s rivals, meaning that lower numbers can be usually expected compared to mass market films. Although, smaller ‘indie’ films can also sometimes be seen within larger cinemas within the country. To represent this I did research into smaller film companies successes in 2011 and the results are staggering. Although the film industry is dominated by Hollywood films, strong successes can be found everywhere. However, the most well known success came in 1999 with ‘The Blair witch project.’ Costing just $60,000 including marketing, the grossed amount received worldwide stands at a massive $249 million.

A more recent success was ‘Slumdog millionaire.’ After been produced for $15 million including marketing, it grossed $377,910544. The marketing for this new film was also unusually quite extensive, with adverts and trailers been shown on television regularly. The film was a creation from ‘Celador Films’ relatively unheard of before this mega-money movie. On the other hand, only one film poster was ever created for this film. That said, the poster is very clever as I personally believes it catches the spirit that is found within the story-line of the film. The bright colours also capture the lively nature of where the film is set, India.

Overall, I believe that money is key to a films success and that marketing can make any movie, a great one. The huge influence of marketing on us all can sometimes go unnoticed but when it is noticed, it always leaves us begging for more.


One thought on “A marketing case study of different films.

  1. D+
    excellent detail on marketing but there’s not enough specific egs from the films you have chose. How did Blair Witch get marketed?!

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