Motion Picture Marketing
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Marketing activities are a critical part of a company's strategic plan. A company may have an outstanding product, but if it is unable to communicate that to the market, it is not likely to be successful. While the common interpretation of marketing is advertising, additional components, including the product itself, pricing strategy and distribution, are also a critical part of the marketing mix. When developing a marketing plan, companies must take into account their target market and the best way to reach that market as well as the characteristics that will make the product appeal to the market. This is a difficult activity for companies engaged in traditional manufacturing, but such companies generally have similar target markets across their product lines. The motion picture industry is unique in that each new product (film) may have an entirely different target market than the previous one, and the life cycle for films is remarkably short. This research considers motion picture marketing, including the techniques and marketing mix that might be used by the marketing team to successfully market their product.Product planning is what enables a company to firmly determine its opportunities, develop its marketing programs, develop and implement a strong product mix, maintain its successful products and eliminate those that are no longer strong fits to the company's long-term objectives. While many manufacturing companies have many
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Theater owners have the ultimate say over how long a film runs in a particular theater, and how much to charge for films (a portion of ticket sales trickles up the distribution channel to the company which releases the picture). The more successful a film, the more successful the theater, and theater owners are eager to maintain capacity houses for their pictures.
Price is the third component of the marketing mix, and it traditionally refers to the price that manufacturers charge for their goods, or providers for their services. Toothpaste, for example, has a manufacturer's suggested retail price from which retailers may deviate, but which helps set the image for the brand. Films, on the other hand, are priced at the theater level rather than at the studio level. While there may be some fluctuation between suburban and urban ticket prices, the market generally sets prices which are similar in a geographic area. The image that a film has is not based on a pricing strategy that appeals to vanity (premium pricing) or to the bargain conscious, but is rather based on other perceptions which are both more difficult to quantify and more difficult to modify.
Promotion is the final factor in the marketing mix, and it is in promotin
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Some common words found in the essay are:
Hoop Dreams, Plans Successful, Entertainment Tonight, Marketing Mix, Gate Ishtar, Mel Gibson, Introduction Marketing, Hollywood Pictures, Rebuild LA, Sciences Oscar, motion picture, motion picture industry, picture industry, marketing plan, motion pictures, marketing mix, marketing plans, promotional efforts, associated film, film industry, target market, picture industry marketing, film's release video, lifecycles motion picture, promoting motion pictures,
Approximate Word count = 3701
Approximate Pages = 15 (250 words per page)
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