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While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns.
While many books have been written on the business-to-business aspect of film promotion, Marich’s volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a film—the public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today’s rapidly evolving film industry.
- Sales Rank: #573935 in eBooks
- Published on: 2013-01-30
- Released on: 2013-01-30
- Format: Kindle eBook
Review
Marketing films requires a combination of art, science, and showmanship, which Marketing to Moviegoers explains in a comprehensive way. The book lays out the processes involved and enlivens them with real-world examples.”—Tom Sherak, former president of the Academy of Motion Picture Arts and Sciences
“Marketing to Moviegoers provides practical information across a range of functions including the process of audience testing of marketing materials, details about advertising campaigns, and metrics of theatrical distribution.”—Al Lieberman, professor of marketing, executive director, Entertainment, Media and Technology Program, Stern School of Business, NYU
“Marketing to Moviegoers pulls together the various facets of movie marketing campaigns in a systematic manner. It lays out the structure and order, while providing useful data and historical context.”—Jack Valenti, former chairman, Motion Picture Association of America
About the Author
Author Robert Marich observes that Hollywood spends more money to market its films worldwide than is spent to make the films themselves. Yet, marketing movies is often overlooked. Marich is a business journalist and analyst with twenty-five years of experience covering film and media. He has held senior editorial jobs at media researcher Kagan Research, Variety Deal Memo film business newsletter, daily trade newspaper Hollywood Reporter, and a number of other publications. His freelance articles have appeared in Variety, London-based Screen International, the business section of the Los Angeles Times, Emmy magazine, and Forbes. Marich also authored More Than Just A Kiss.
Visit the author website: marketingmovies.net/
Most helpful customer reviews
0 of 0 people found the following review helpful.
Theriot world expert says it's epic
By Brian Theriot
I am CEO iguana media group
This is the bible
[...]
2 of 2 people found the following review helpful.
Must read for those looking to get into the business side of the industry!
By Megan
I'm a student studying Business Management with a concentration in Marketing, and my career focus is in the entertainment industry. Because my college, and most other colleges, don't have a focus of film marketing, I had to do some digging myself. I came across this book, and I couldn't be more thrilled about it!
When most people hear someone say "entertainment industry", they think in terms of actors, singers, and entertainers. But most don't realize that these people and their projectS such as films, and even albums are just a product being sold by a business. A movie is a product. An actor is a product. An album is a product. And just like any other product, it needs to marketed in order to be intrigued by an audience. Marketing to Moviegoers tells all about the process of getting a movie ready to be seen by the public. Millions of dollars goes into marketing films, and a ton of time is spent making the best possible marketing campaign for films. This book gives all the details, from start to finish about how major studios as well as independent studios market films to reach mass audiences.
I absolutely recommend it, whether you're interested in film marketing, or if you're interested in directing or producing films, you need to know how to get your piece of art out to your desired audience.
2 of 2 people found the following review helpful.
Fundamental Knowledge, Experience and Insight
By D Levy
I have used Robert Marich's book, Marketing to Moviegoers, as a foundation text for a college level class in Entertainment Marketing that I teach for Boston University's Los Angeles Program. As a working professional with decades of experience in motion picture marketing, I've found this book to be accurate and thoroughly researched. In fact, I first met the author when he prepared some of the most detailed and carefully prepared reports for Variety and a premium industry insight newsletter. I witnessed first hand the care that he took in preparing the first edition of Marketing to Moviegoers and I have seen him meticulously update the book to reflect the sweeping changes that impact every aspect of movie production, distribution and marketing. A great value of the book is that it presents the fundamental elements of a marketing campaign. The exact tactics and individual elements of marketing campaigns will vary, change, morph or even disappear. But the fundamental concepts, principles and steps, the things that everyone involved in producing and selling entertainment, and especially movies, must consider are all presented clearly in this book. It is a great resource for moviemakers, marketing professionals, and students.
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