Film Marketing (2nd Ed.)
Auteur : Kerrigan Finola
The role of the film marketer is both vital and challenging. Promotion is one of the industry?s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry.
This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes:
- Additional pedagogy and visual examples to reinforce key points
- A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world
- New and expanded sections on social media, digital promotion, transmedia and crowdfunding
This is the original film marketing text which no engaged film or marketing student should be without.
Chapter 1- Introduction
Chapter 2- The Origins and Development of the Film Industry
Chapter 3- Market Research in the Film Industry
Chapter 4- The Film Marketing Mix
Chapter 5- Bringing the consumer in
Chapter 6- Traditional Film Marketing Materials
Chapter 7- Consumer Selection of Films
Chapter 8- Critical reception
Chapter 9- Distribution
Chapter 10- Marketing through film
Chapter 11- Conclusions
References
Finola Kerrigan is Reader in Marketing and Consumption at Birmingham Business School, University of Birmingham.
Date de parution : 03-2017
18.9x24.6 cm
Date de parution : 03-2017
18.9x24.6 cm
Thèmes de Film Marketing :
Mots-clés :
film; marketing; industry; equality; media; studies; cinema; international marketing; film studies; social marketing; transmedia; social media; crowdfunding; digital filming; film promotion; Film Marketing; Film Consumption; Film Consumers; Film Marketing Mix; UK Film Council; Film Marketing Practices; Film Industry; Film Marketers; Art House Cinemas; Transmedia Campaigns; Nigerian Film Industry; UK Film Industry; Box Office Performance; Sales Agent; Recruited Audience Screening; Consumer Selection; Societal Marketing; Box Office Earnings; Art House Films; Global Film Industry; Transmedia Marketing; Crowdfunding Campaigns; Transmedia Storytelling; Branded Entertainment; NPD Process