New PDF release: Film Marketing

By Finola Kerrigan

ISBN-10: 0080942911

ISBN-13: 9780080942919

Movie advertising and marketing is the 1st booklet to consolidate current literature right into a good knowledgeable and academically sound textbook. The publication specializes in the movie as an entire, which contains renowned (mainstream) fiction movies (usually) in English, non-English language fiction motion pictures, documentary movies and paintings apartment motion pictures. In doing so, it really is firmly embedded within the worldwide movie industry.
Although the movie is worldwide, it really is ruled by means of the Hollywood significant studios, and as such, dialogue of the Hollywood movie could be highlighted. yet, not like different movie advertising and marketing books out there, this ebook additionally highlights different profitable movie industries, comparable to Korea, Nigeria and India, in addition to taking a look at examples of movie advertising and marketing practices from a number different international locations which supply fascinating case reports from Denmark, France, the united kingdom and Hong Kong.
Film advertising and marketing bargains the coed a distinct mixture of thought and perform and written in obtainable student-friendly demeanour, offers an attractive and must-have textual content for someone learning movie.

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Sample text

He stressed the adoption of a global strategy to establish a sufficient understanding of the overseas markets in order to compete successfully (Chambers, 1947). The 1930s also heralded the introduction of the ‘sneak preview’ as a means of determining success and failure factors of a newly produced film. These early Recruited Audience Screenings (RAS) did not have the advantage of today’s more sophisticated testing systems. Their biggest impediment to accuracy was the lack of discrimination employed in audience selection.

All rights reserved. CONTENTS Early Forms of Market Research Perception of market Research in the Film Industry Development – Project based Versus the Slate Approach 41 42 C H A P T ER 3: Development and Market Research in the Film Industry assess the role of research in segmenting, targeting and positioning a film within the marketplace. Market research plays an important part in any industry and the role of research in developing and positioning new products, entering new markets and understanding the competition is recognised.

This was a period of expansion for business in the US, which began to export its industrial products throughout the world. There was widespread interest in the arts as a form of cultural expression in the US at the time, which was echoed in American writing in the aftermath of WWII. As Ellis points out, the film industry most closely connected art and commerce and played a central part in the quest for cultural conquest. This shows that the importance of film as a form of cultural expression was recognised in the early stages of the industry.

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Film Marketing by Finola Kerrigan


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