|
Awareness
|
what
marketing seeks to create - when audiences know something about
the content of a film (stars, plot premise etc) and when it is going
to be released |
|
Buzz
|
Positive
word-of-mouth |
|
Day
and Date Release
|
Simultaneous distribution of content on different platforms (e.g. a movie released on DVD and VOD on the same day) |
|
Distributor
|
Business entity that buys
the rights to sell a film to the cinema, video and TV markets. All
blockbuster movies are made with the distribution rights pre-sold
or arranged as big studios have their own distribution arm. Smaller,
or independently produced movies often have to wait till they are
completed before anyone will buy the distribution rights |
|
Exhibitor
|
Cinemas
- usually large chains of cinemas (eg UA in Hong Kong, Cineworld or Odeon in the UK) |
|
Hold-over
|
When
a film plays for longer than originally intended, perhaps because
of large audiences, or winning an award |
| Interactive |
Building a brand through a
'conversation' with the consumer, usually online e.g. a Facebook fan
page where consumers leave comments and download images and videos |
|
Junket
|
Held either on the set or at a hotel,
members of the press are invited to meet the talent, doing either round
table or one-on-one interviews. A nice lunch and swag bags may or may
not be provided, depending on how much the studio wants to impress the
journalists. |
|
Key
art
|
The
central concept or design used in posters and print ads |
|
Merchandising
|
The
process of manufacturing, distributing, licensing and sale of T-shirts,
toys, posters, key-rings etc that contain characters or designs
from a movie |
|
Platform
release
|
A
limited opening at key cinemas to develop word of mouth. Once a
good buzz has been achieved, the movie will open at more cinemas (wide release) |
|
Playdate
|
Date
of release of a film in a specific market |
|
Press
kit
|
The
pack given to journalists containing such things as still photos,
press release, biographies of main personnel. Some press kits are unusual and inventive, and contain small
gifts as a not-very-subtle persusasive tactice to get the journalist
to be nice about the film |
|
Primary
Audience
|
The
main target audience of a film, those who are likely to go and see
it on its opening weekend, or even start queuing up six months before
it is released |
|
Secondary
audience
|
The
audience who will only go and see a movie after they have heard
about it - either from friends or from reading reviews - and have
been persuaded that it is worth seeing. They will not risk it on
its opening weekend |
|
Tagline
|
The
one-liner summing up the story which appears on posters ("Same
planet. Different scum" etc) |
|
Teaser
Trailer
|
A
short trailer which does not give very much at all away about a
film. It is designed to arouse curiosity and may appear a long time
prior to the release of a movie (6-8 months) |
|
Tie-ins
|
Promotional
campaigns (Happy Meals, car tvcs - you name it) where another company
gets together with the film company and they promote their products
jointly |
|
Trailer
|
A
'sample' of the best points of a film which works to create awareness
in audiences. Can be anything from 30-180 seconds long |
| Twitter bombing
|
Moviegoers now tend to tweet the moment
they leave a theater, and the mass of their opinions can have an
instant, harsh effect on ticket sales. This effect is noticed when
early screenings on the opening day for an anticipated movie sell well,
but later screenings are empty.
|
| Viral
|
use of pre-existing social networks
(E.g. YouTube) to "spread the word" about a movie. Like a virus, a
short video clip can pass from one consumer to another.
This UK Cadbury's advertising spot became a global viral phenomenon, thanks to YouTube. |
|
Word-of-mouth
|
The
general public attitude to a movie - what people tell each other
about it. This is thought to be the most important ingredient for
box office success |
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