Film promotion

From Wikipedia, the free encyclopedia

Film promotion is a practise undertaken by most film studios to recoup losses in film production. Studios invest in expensive marketing campaigns to maximize target audience attendance of the released film early in the release cycle. Many promotional techniques, both traditional and modern, serve this end:

Television and radio

Paid trailers on television, radio.
Product placement: paid active or passive insertion (as on-set posters, an action figures) of film brand in drama or sitcom shows, or as passing mentions in dialogue. 20th Century Fox commissioned an I, Robot-themed motorcycle, featured on two episodes (2:17, 2:18) of American Chopper.^[1] The film Memoirs of a Geisha was placed throughout an episode of the T.V. show Medium.^[2]
Extended placement: full episodes of television talkshows (Oprah), entertainment news programs(ET), or network news programs20/20, devoted to compensated exposure of the film, stars, clips, director, etc.
Production and paid broadcast of behind-the-scenes documentary-style shows.
Advance trailers, longer previews, or behind-the-scenes footage on rental videos and DVDs.

Internet

Creation of standalone studio-sponsored per-film websites such as "example-the-movie.com".
Viral marketing: free distribution of trailers on movie-oriented websites and video user-generated-content websites, and rapid dissemination of links to this content by email and blogs. Includes alleged leakage of supposed "rushes" and "early trailers" of film scenes.^{[citation needed]}

In Print

Paid advertisements in newspapers, magazines, and inserts in books.
Cross-promotion of original book or novelization, including special printings, or new cover jackets("Now a major motion picture.")
Comic special editions or special episodes

Merchandising tie ins:

Paid co-branding (Eragon in American Chopper-two episodes), or co-advertising (BMW and James Bond films^[3]) of a product with the film.
Promotional giveaways: branded drink cups, toys, or food combinations, at fast food chains.

Promotional tour - Film actors, directors, and producers appear for television, radio, and print media interviews, sometimes showing a clip from the film or an outtake. Interviews are conducted in person or remotely. During film production, these can take place on set. After film release, key personnel make appearances in major market cities, or participate remotely via "satellite" or telephone.

In the Theater

Slide shows - stills, trivia, and trivia games from the film, shown between movie showtimes.
Trailers and Behind-the-scenes shorts, shown prior to the main attraction

In Lobbies and Video Rental Outlets

Standups (freestanding paperboard life-size images of figures from the film)
Posters

[edit] External links

Movie Wars: How Hollywood and the Media Limit What Films We Can See, excerpt Chicago Reader. Jonathan Rosenbaum, 2002.
Hollywood Bitchslap CriticWatch Article series, with analysis of quote whorage, film criticism and press junkets.
The Weekly Blurb A satirical parody featuring a shameless movie "quote whore" named Mal Valour.