Producers and Moviegoers A film marketing strategy method

Producers and Moviegoers A film marketing strategy method

Integral, solid and original marketing plan

Strategic creative thinking

Roles are becoming more permeable

AUDIENCE PRODUCERS SALES AGENTS DISTRIBUTORS g the B2B bubble: keeping a large view towards the audience

Producers and marke:ng? Development Strategy conception industry materials Shooting PMD - Producer of Marketing and Distribution Launch Collaboration with sales agents. Distribution ü Collaboration with distributors ü Doing it all without distributors: d2f (direct to fans)

Marketing mix structure 4P b2b b2c Product and position Price and added value Place (Distribution) Promotion and communication B2b benchmarking SWOT Analysis Uniqueness of the film Prospection and commercial strategy Sales agents Festivals Markets Business target Business opinion leaders Business media and tools B2c benchmarking SWOT Analysis Uniqueness of the film Final price for the audience Classic distribution Alternative distribution Final audience target Final audience opinion leaders. Final audience media and tools.

*Product and positioning

* Product and positioning Benchmarking

Testing the context

B2B Benchmarking B2b Aspects FILM A FILM B FILM C Fes4vals and Awards (imdb.com) Press speech analysis (trades) B2b adver4sing (markets) Sales agents (cinando) Distributors per country (cinando)

B2C Benchmarking B2c Aspects FILM A FILM B FILM C Box- office per territory (boxofficemojo.com Filmscope WW) Press Speech analysis per country (roqentomatoes.com) Adver4sing Distribu4on type and prints Qualita4ve feedback from the audience

*Product and positioning: SWOT analysis

SWOT = Pesimism vs op:mism EXTERNAL (MARKET) INTERNAL (FILM) opportuni4es strengths threats weaknesses Uniqueness fiting a market

*Price and added value

Service Event Experience Surprise effect Social Added value

*Place (distribution)

*Place: b2b distribution

Distributors and sales agents Sales agent: international (b2b) Distributors: National (b2c)

Sales agents toolbox Corporate structure Mainstream content Independent Content Independent structure

*Place: b2c distribution

B2C Distribution Mix Classic distribution scheme Theatrical DVD VOD PAY FREE Alternative / complementary distribution option DVD PAY FREE Day and date on demand mix

key players - Day and Date TIDE

Self Online Distribution key players hqp://www.ny4mes.com/2008/07/30/movies/30self.html

Cinemas distrbution innovation oculto

*Promotion and communication

* Promotion and Communication: b2c target

Target* Social and demographic Motivations Behavior Relation with the film

Consumption Behaviour hypotheses market Family description Friends Studies Interests Favorite brands Favorite hobbies Favorite entertainment activities Favorite film Favorite music online groups Way of thinking research

The strategy in messages

* Promo:on and Communica:on: B2b Media and tools

B2B tools 1. Minimum tools: «Pitch & LeQer «Basic Dossier (logline, synopsis, treatment, director s note, company and key team profiles financial sec4on etc) «Cover image: picture or poster teaser (draa) «Gallery - Images and pre- s4lls «Script (annex) «Trailer or teaser «Previous work «Appealing, correct and neat! «Digital and paper version «Templates and versions

2. Complementary tools: «Business plan, marke4ng plan «Interviews and collateral content «Press dossiers «Crea4ve merchandising «Mood board 3. B- BUZZ Strategy! «How can we make the business talk about the film? «Stunts, happenings and events «Awareness & 4ming «Publicity and press Demo IPAD b2b: www.thefilmagency.eu/demo/

* Promo:on and Communica:on: B2c Media and tools

Blended Media Plan Conventional Distributor Alternative Online Producer (Field preparation and strategy)

Online spread strategy On-Page Site Blog Transmedia Optimization Off-page Free: SEO Social media Paid: SEM Advertsing

E- Buzz Social media Blogs Departure On- Page Related sites Search Engine Ac4ons CGC Relevance = Ranking Devices / Transmedia

Calendar Budget

*Some film marketing actions and examples

Affiches*

www.alvarotapia.com

hqp://nohelpforthat.com/page/2/

hqp://www.youtube.com/watch?v=7i48ivy- - s

Further research

Filmin.es Daily update toolbox

Further Training Toolbox Film marke:ng workshop Henry Jenkins http://www.topspinmedia.com/2011/07/sundance-and-topspin-bring-d2f-to-indie-film

Distribution library toolbox Ulin, Jeffrey. THE BUSINESS OF MEDIA DISTRIBUTION: monetizing film, TV and Video Content in an Online World. VARIETY 2010. www.businessofmediadistribution.com Biskind, Peter, Easy Riders, Raging Bulls: How the Sex-Drugs-And Rock 'N Roll Generation Saved Hollywood, New York: Simon and Schuster, 1998. Camilleri, Jean Francois, Le Marketing du Cinéma, Paris : DIXIT Editions, 2007 Créton Laurent, Cinéma et Marché, Paris : Armand Colin, 1997 Creton, Laurent, Économie du Cinéma : Perspectives Stratégiques, Paris : Armand Colin, 2005 Creton, Laurent, (sous la dir), Théorème : Cinéma et Stratégies. Économie des Interdépendances, Paris, Paris Sorbonne Nouvelle, 2008 Marich, Robert, Marketing to Moviegoers, a Handbook of Strategies Used by Major Studios and Independents, Focal Press, 2005. Marketing book Beaupre, L. American Film Distribution: A Survey, Coppola Cinema Seven. 1974. Edmunds, H. The Focus Group Research Handbook, NTC Business Books, 1999. Goldberg, F. Motion Picture Marketing and Distribution: Getting Movies into a Theatre Near you, Focal Press, 1991. Surmanek, J. Media Planning: A ractical Guide. NTC Business Books, 1996. Warshawski, M. Distributing Independent Films & Videos, Foundation for Independent Video and Film Inc. 1989. Mainstream Frederic Martel Guerrilla Filmmakers Pocketbook

Advertising library toolbox Marke4ng 3.0 PHILIPPE KOTLER. Powerful Marke4ng On A Shoestring Budget: For Small Businesses by Dee Blick EL PLAN DE MARKETING DIGITAL de COTO, MANUEL ALONSO LEISURE MARKETING: A GLOBAL PERSPECTIVE de HORNER, SUSAN y SWARBROOKE, JOHN LAS NUEVAS REGLAS DEL MARKETING de MEERMAN SCOTT, DAVID ESTRATEGIAS DE MARKETING PARA GRUPOS SOCIALES de SANCHEZ HERRERA, JOAQUIN y PINTADO BLANCO, TERESA Marke4ng For Dummies (UK Edi4on) by Gregory Brooks, Ruth Mor4mer, Craig Smith and Alexander Hiam Guerrilla Marke4ng by Jay Conrad Levinson The 22 Immutable Laws Of Marke4ng by Al Ries and Jack Trout Digital Marke4ng: Strategies for Online Success by Godfrey Parkin Blog e- business: Enrique Dans Technora4 (is like a blog google) Hotwire (e- marke4ng webpage bible) hqp://adverlab.blogspot.com

@thefilmagency