1st article in our 7- week series on Film Studios Marketing Tactics
As mentioned in our editorial, our new series will explore film studio marketing tactics. Today in Part 1, we will look at a brief summary of some of the tools studio PR teams employ. Then next week in Part 2 we will explore both successful and failed marketing tactics.
In 1982, the definition of public relations was,
“Public relations helps an organization and its publics adapt mutually to each other.”
In November 2011 the definition changed:
“Public relations is the management function of researching, communicating and collaborating with publics to build mutually beneficial relationships. Public relations is the strategic process of engagement between organizations and publics to achieve mutual understanding and realize goals.”
In order for studios to get what they want—money—they must give the public what they want—entertainment. If a studio is smart, they will do all they can to get to know their consumer. What are the demographics? What are the consumers’ interests? What source of marketing will be most beneficial?
Movie trailers have always been and always will be a great form of film promotion. Before internet and the age of social media, newspapers and magazines were also utilized to market films. The internet now provides a myriad of opportunities to get word out on an upcoming film: movie websites/blogs, games, twitter and advertisements. Other tactics include radio and billboards.
Studios also market through product placement: toys, clothing, books, and other merchandise. Another instrument implemented in the world of PR marketing is the use of “showmances” between the film’s two stars. Usually the couple “falls in love onset” and when the film is over the break up usually occurs because they can’t work “long distance.” Sometimes PR can go overboard and sometimes it’s underwhelming. It’s a matter of finding balance that a skilled marketer can reach.
Marvel’s The Avengers is what Hollywood would call a box office success. Domestically, it is still bringing in the money, with a sum total of $617,595,391. What made it so successful? Marvel was very strategic in their use of marketing. First they started with the introduction of characters in their individual films: Iron Man, Thor, and Captain America. Teasers at the end of each subsequent film also was used to peak interest.
Toys, mugs, costumes, and lunchboxes were available at all toy stores. Superhero apps and other phone games were added to the mix. By the time The Avengers made it to the theaters, anticipation was palpable. It didn’t seem to matter what else was opening that weekend because most audiences were only interested to see all their superheroes come TOGETHER in one film. That alone is a fantastic marketing dream. To be continued in Part 2.
Please join us for a discussion Thursday 8/23/2012 @7pmE/12UTC