Question
1: Assess the importance of marketing in
the media area you have studied.
Marketing is very important to make a
successful film. When making a film, marketing is needed to attract viewers and
showcase what is coming out. The more effective the marketing strategies the
more likely that the film will get viewers. The failure or success of marketing
strategies has a large impact on how well the movie does.
Film companies use many different approaches
to help promote their products. Having a good marketing strategy makes people
more likely to watch the movie. For example, Walt Disney, this company uses big
promotion techniques to get viewers. Guardians of the Galaxy Volume 2 used
cross-promotion to promote the movie. The movie was targeted towards families
and children. To get families interested they promoted the movie on the board
game monopoly. If someone was going to buy the board game monopoly and it
brought home, the kids would be more likely to want to watch the movie because
they will see the movie cover whenever they play. Every time the family brings
out the game or puts it back, the family would have to see the movie on top of
the box. This creates enthusiasm for the film. Cross-media Convergence was also
used for this film. Disney made ads with Dairy Queen to help promote the movie.
As someone who has eaten at Dairy Queen, this type of promotion would make me
more aware of the movie, and I would be more inclined to watch the movie. This
encourages people to watch the movie because everywhere they look, they would
see it. It is also in the back of their minds because they have seen a
commercial or the promotion in the store. The target audience needs to be
considered in the marketing. Disney’s Beauty and the Beast does a great job of
knowing their audience. This movie needed some marketing because people already
saw the original and they could watch it at home anytime they want, instead of
going to the movie theater. They used synergy to promote the movie on ABC on
the bachelor. They used people from the movie to host the bachelor edition.
People get to know some of the actors that are going to in the movie and they
might recognize someone they like which would make them want to watch the movie
even more.
Good marketing can lead to a successful
film. The movie Jurassic World won two awards in 2015 and was the third-largest
grossing movie of all time. The movie used cross-promotion to get reruns of
older Jurassic Park movies. There were also sneak peeks of the movie on NBC. By
doing this people were more interested and since the old movies were being
played people were now caught up. This would make people want to watch the new
movie. This type of marketing would attract new and old fans of the movies. One
example of where marketing did not work well is the movie Ugly Dolls. The movie
only made 8 million dollars on opening weekend. This movie had some marketing
strategies, but the marketing did not work, so the overall movie was a flop. To
start, the posters for the movie were dull, and most of them did not hint at
what the movie was about. If someone were to see this, it probably would not
attract them, and they would not think about it. Their target audience,
children, usually like brighter colors to grab their attention. They also tried
to use viral marketing, but it did not work. There was a website set up for a
younger audience, however, not many people knew about the website, so the news
did not spread around it. If the audience felt more involved when using the website,
they would be more likely to tell their friends and family. Most of the movies
I watch or go to see in the movie theater are recommended to me, so if the
marketing is not good no one will talk about it. They had some good elements
when it came to advertising, but it was not enough. Overall, it did not address
the movie as much as it should. People need a good reason to go to see a movie,
and the promotion usually creates that reason. In this case, it did not pique
people’s interest, and the film did not do well. Without good marketing
strategies, the promotions do not connect to the people. This shows that movies
need effective marketing in order to be successful.
Without effective marketing, a film cannot be
a big success, if one knows it exists, then no one can talk about it. A film
has to be marketed, so people learn what it is about, so they will be interested.
If the marketing does not gain positive feedback, then the people who were
going to watch it probably will not go.
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