Sunday 8 November 2015

RESEARCH: MOVIE MARKETING GLOSSARY

Words to help describe and analyse a movie marketing campaign:

Awarenesswhat marketing seeks to create - when audiences know something about the content of a film (stars, plot premise etc) and when it is going to be released
BuzzPositive word-of-mouth
Day and Date ReleaseSimultaneous distribution of content on different platforms (e.g. a movie released on DVD and VOD on the same day)
DistributorBusiness entity that buys the rights to sell a film to the cinema, video and TV markets. All blockbuster movies are made with the distribution rights pre-sold or arranged as big studios have their own distribution arm. Smaller, or independently produced movies often have to wait till they are completed before anyone will buy the distribution rights
ExhibitorCinemas - usually large chains of cinemas (eg UA in Hong Kong, Cineworld or Odeon in the UK)
Hold-overWhen a film plays for longer than originally intended, perhaps because of large audiences, or winning an award
InteractiveBuilding a brand through a 'conversation' with the consumer, usually online e.g. a Facebook fan page where consumers leave comments and download images and videos
JunketHeld either on the set or at a hotel, members of the press are invited to meet the talent, doing either round table or one-on-one interviews. A nice lunch and swag bags may or may not be provided, depending on how much the studio wants to impress the journalists.
Key artThe central concept or design used in posters and print ads
MerchandisingThe process of manufacturing, distributing, licensing and sale of T-shirts, toys, posters, key-rings etc that contain characters or designs from a movie
Platform releaseA limited opening at key cinemas to develop word of mouth. Once a good buzz has been achieved, the movie will open at more cinemas (wide release)
PlaydateDate of release of a film in a specific market
Press kitThe pack given to journalists containing such things as still photos, press release, biographies of main personnel. Some press kits are unusual and inventive, and contain small gifts as a not-very-subtle persusasive tactice to get the journalist to be nice about the film
Primary AudienceThe main target audience of a film, those who are likely to go and see it on its opening weekend, or even start queuing up six months before it is released
Secondary audienceThe audience who will only go and see a movie after they have heard about it - either from friends or from reading reviews - and have been persuaded that it is worth seeing. They will not risk it on its opening weekend
TaglineThe one-liner summing up the story which appears on posters ("Same planet. Different scum" etc)
Teaser TrailerA short trailer which does not give very much at all away about a film. It is designed to arouse curiosity and may appear a long time prior to the release of a movie (6-8 months)
Tie-insPromotional campaigns (Happy Meals, car tvcs - you name it) where another company gets together with the film company and they promote their products jointly 
TrailerA 'sample' of the best points of a film which works to create awareness in audiences. Can be anything from 30-180 seconds long
Twitter bombingMoviegoers now tend to tweet the moment they leave a theater, and the mass of their opinions can have an instant, harsh effect on ticket sales. This effect is noticed when early screenings on the opening day for an anticipated movie sell well, but later screenings are empty.
Viraluse of pre-existing social networks (E.g. YouTube) to "spread the word" about a movie. Like a virus, a short video clip can pass from one consumer to another. This UK Cadbury's advertising spot became a global viral phenomenon, thanks to YouTube.
Word-of-mouthThe general public attitude to a movie - what people tell each other about it. This is thought to be the most important ingredient for box office success

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