Glossary
You may find the following words help you describe and analyse a movie marketing campaign:
what 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 Positive word-of-mouth a nationwide or global opening when a film opens in a large number of cinemas at the same time 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 Cinemas - usually large chains of cinemas (eg UA in Hong Kong) When a film plays for longer than originally intended, perhaps because of large audiences, or winning an award When selected members of the press are invited to visit the set of a movie and are invited "exclusive" interviews with the stars, and to write about the making of the movie. Like in America's Sweethearts... The central concept or design used in posters and print ads The process of manufacturing, distributing, licensing and sale of T-shirts, toys, posters, key-rings etc that contain characters or designs from a movie A limited opening at key cinemas to develop word of mouth. Once a good buzz has been achieved, the movie will open at more cinemas Date of release of a film in a specific market The pack given to journalists containing such things as still photos, press release, biographies of main personnel. Some press kits (particularly around Oscar time) 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 The 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 The 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 The one-liner summing up the story which appears on posters ("Same planet. Different scum" etc) A 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 Promotional campaigns (Happy Meals, car tvcs - you name it) where another company gets together with the film company and they promote their products jointly A 'sample' of the best points of a film which works to create awareness in audiences. Can be anything from 30-180 seconds long The 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
