Launch Films Clips

1. Release of a film

Who is the audience the film is aimed at? Then develop HOW it will best communicate with that audience. But MUST keep an eye on the budget for marketing which is given by what they THINK the movie will gross in the box office. Find out about working with 3rd party promotions, media partners, are the stars willing to travel and do interviews, etc. Also need to think about WHERE the marketing money will be spent i.e. posters, tv, radio etc. Which routes is it best to use to appeal to them in the most effective way.

2. Target audience

WHY identify a clear target audience. Past comparison show us how to do it. Who HAS succeeded, where the audience go to get involved with film. Can't ever be 100% sure. Always a gamble, only a certain amount of money. Audience will only see it in a particular place, i.e. 40+ watching tv and take a week or so to decide to go and see. 15 or 16 may turn up and see what's on there and then. Different decision making process.

3. P&A Budget

Includes ALL print costs, techincal etc. Then the advertising costs which include designing posters, press ads, tv spots, trailers. Then WHERE and how best to use the money. What is the target market for the film, banners on the internet? TV advertising is very expensive, radio is much cheaper and can reach a large audience up and down te country.

4. Marketing Plan

Advertising is the most expensive but most effective. Use TV, Radio, internet etc. The 'free' advertising using certain directors/cast place features in magazines etc. Interviews with directors/actors. Outdoor advertising, billboards, buses, bus shelters. Word of mouth use screening shows. BEST form of free advertising. Viral campaigns in email. Film in subject. Word of mouth can make or break a film. If a film plays very well. Specialised films use this a lot due to lower budget. Friends are much more likely to go to see it/buy it on DVD.

5. Link Between

Convince cinemas to take the film. Independent films must be SOLD to the cinemas first and find somewhere for people to see the film.

6. Test screenings

Research comes into play a LOT. Research can be done well in advance for posters/visuals etc. Delivers to the audience you want to. Test screenings of target audience to see the film and fill in questionnaires and do 'focus groups' and may alter the film accordingly.

7. Opening Weekend

VERY important. Exhibitors work on 3-day figure (always a friday) Friday, saturday, sunday - monday is make or break. The film HAS to have made more money over the weekend which determines how long the film is in the cinema and if they play the film again.

8. Positioning and Audiences

The most important thing is to define WHO the audience is, does it have a specific genre, does it appeal to a specific group? Who directed, independent films will appeal to people much more with industry knowledge.

9. Competition

ALL about compeition. Films must stand above to make it noticed. WHY do they want to see YOUR movie, why is your poster more appealing to yours. October is usually a good time for cinema. Holidays and weather are instrumental. Not a lot of TV advertising in July/August due to good weather. Outdoor posters are more likely to see them over the summer.

10. Word of Mouth

CRITICAL. Some, word of mouth will be strong from the start. Depends on when marketing gets it. Media partners are often used and use advanced screening programs which are free using compeitions in mags/newspapers. poeple will leave and tell their friends what a good movie it is if 100 people like is then they tell 10 people, VERY quick publicity. If friends really like the movie, they are much more credible than magazines. Idf they get the movie late then they must rely on the general public and use normal advertising.

11. Trailers

Trailer is the most important key, generally first and only exposure. In the same environment and situation. Trailer must have the right impact and right message. The way in which the overall CONCEPT of the film is portrayed.

12. Digital Marketing

Viral marketing is simple. Creating an element i.e. game, video, quiz. Which because of its nature it is good enough and gets sent on - based on word of mouth. Means MUCH more than any piece of press ever could, you value their opinions much more.

13. Persuading Cinemas

The first step is to convince cinemas to take the film. Films are more difficult than products, especially with independent films.

14. Piracy

Piracy has escalated recently and is 20% of all DVD sales in the UK. British consumer feel they are getting a bargain but they are being ripped off and their money is going to criminal elements but they do not realise.