2. Press junkets
Press junkets are an important part of helping to market a film.
Beverly Hilton
The Beverly Hilton Hotel located in Beverly Hills, California, is a great place for a press
junket. The Beverly Hilton is a popular choice for many awards shows, charity benefits
and entertainment and motion picture industry events, these’s events include such
things as; The Golden Globes which are annually held here and also many other press
junkets for films such as; New year’s Eve and ‘He’s Just Not That Into You’. Therefore
this would be an ideal place and there are plenty of rooms that are spacious and
comfortable for this kind of event. Also the Beverly Hilton is in America, which makes
sense to place my press junkets there as the country of exhibition for my film is the
USA.
Newspaper/TV Channels I would invite
The Times, The Hollywood Reporter – TA, 15-40. The TA varies for both. People who are
interested in the Hollywood scene
MTV, E! – TA, 15-40 roughly.
I have chosen this selection of Newspapers and Entertainment channels to attend the pres
junkets as I believe they all appeal to my target audience. As well as this they will help
to widen the publicity for the film because they are all very popular types of media
which will mean more will hear about the film. Due to these being popular it will allow
people to realise that the film is worth watching otherwise it wouldn’t be shown/talked
about. I have included an newspaper in the UK so that people in the UK are able to hear
about the film even though it is mainly based in America. Also E! And MTV are shown
in the UK which will eventually lead to the word being spread throughout the UK
creating more publicity for the film.
3. Trailer
The trailer for the Film is probably one of the most important aspects to help market the film. As the film is a
15 certificate the trailer has to be the same. Therefore the trailer will be shown in advert slots that are
appropriate for people aged 15+. The best way to advertise the trailer is to choose adverts slots that are in-
between programmes or at the start of films that relate or are similar to this ‘Chick Flick’.
Advertising slots before Movies
“He’s Just Not That Into You” – This film is of the ‘chick Flick’ genre therefore I feel that my Target audience
will find it appealing, especially the older people in my target audience ,20-35 , As ‘He’s Just Not that Into
You’ Is more for the mature audience.
“Marley And Me”- By showing the trailer before “Marley And Me” it will encourage all of my target audience
to want to see the new film.
“The Break - up” – Ideally this would be the best film to show the advert before because it is most similar to
the film. It also appeals to the younger generation as well as the older generation therefore helping bring
more people to see the film.
TV advert slots
There are a wide range of didn’t TV advert slots that could potentially host the trailer, however the three that I
find would be most ideal are:
“Gilmore Girls – Gilmore girls is considered to be in the chick flick genre, therefore the audience would be
interested in seeing a film of the same genre. It also appeals to the younger and older generation of my
target audience.
“Glee” – Glee is probably one of the best TV programmes to use for an advert slot. The target audience is PG
however I feel that because this is such a popular programme a lot of people will see the trailer and want
to watch the up coming film. Also Glee’s story lines are what draws women in, therefore a lot of women of
all ages will be watch, this will encourage them to see the new film as it is of similar genre.
“90210” –90210 has a certificate of 12. This means that it has the same target audience as the up coming film.
In addition the cast and storylines attract women into watch this which will bring my target audience
together and they will see the Trailer on the advert break and be persuaded to watch the film.
4. Posters
There are many different ways in which to help market a film, Posters are one of the most effective ways. I think
that billboards will be the most effective way of displaying these posters. Billboards are huge and more than
likely a lot of people take interest in what is displayed on them. These billboards will be placed in busy city
centres all over America to gain the most publicity, also one or two in London so that the UK can hear about
the film.
I will also post a large amount of posters in the subways around New York. Almost 6.5 million people use New
York’s subway system every day. It is one of the ten busiest systems in the whole world. The subway system
encompasses about 230 miles of routes and has about 470 passenger stations.
Therefore a lot of people tend to look at posters whilst waiting for a tube or train, this will help gain an
audience. Also Posters will be place in a lot of the metro stations around America.
A billboard that was created for the film ‘Marley And Me’ Helped out the gross income for the film due to the
amount of people seeing the poster.
According to The Arbitron Outdoor Study (2005), people spending more time driving in our cars and walking in
our cities than ever before. Therefore in greater numbers and for longer periods, America is exposed to
outdoor advertisements.
Most, if not all films generally use posters as part of their marketing campaign. Films such as, Marley and Me,
He’s Just Not That Into You and also The Break-up all used posters around America to promote the films. As a
result of this all three movies came in with a very high Box office rating:
The Break- up - Gross: $118,683,135 (USA) (3 September 2006)
Marley And Me - Gross: $244,082,376 (Worldwide) (3 May 2009)
He’s Just Not that Into You - Gross: $165,033,701 (Worldwide) (13 May 2009)
5. Viral Campaign
Viral Campaigns are an ideal way of getting marketing a product. Due to the rise in people using social networks and the internet in
general, viral campaigns are most likely to be seen by millions of people each day.
WORLD INTERNET USAGE AND POPULATION STATISTICS
December 31, 2011
Internet
Population Internet Users Penetration Growth Users %
World Regions Users
( 2011 Est.) Latest Data (% Population) 2000-2011 of Table
Dec. 31, 2000
Africa 1,037,524,058 4,514,400 139,875,242 13.5 % 2,988.4 % 6.2 %
Asia 3,879,740,877 114,304,000 1,016,799,076 26.2 % 789.6 % 44.8 %
Europe 816,426,346 105,096,093 500,723,686 61.3 % 376.4 % 22.1 %
Middle East 216,258,843 3,284,800 77,020,995 35.6 % 2,244.8 % 3.4 %
North America 347,394,870 108,096,800 273,067,546 78.6 % 152.6 % 12.0 %
Latin America / Carib. 597,283,165 18,068,919 235,819,740 39.5 % 1,205.1 % 10.4 %
Oceania / Australia 35,426,995 7,620,480 23,927,457 67.5 % 214.0 % 1.1 %
WORLD TOTAL 6,930,055,154 360,985,492 2,267,233,742 32.7 % 528.1 % 100.0 %
The internet is available to most people around the world. Also millions of people at every age are using social networking sites
which means, guaranteed, a high percentage of my target audience would see the viral campaign. There are endless ways to
advertise on the internet and these ways will always be seen by someone. I will create a website for the films which allows
people to voice their opinion on the film, see trailers and posters for the film and also see any interviews with cast and crew
members that they might find interesting. This website can be accessed by clicking on an interactive poster that will be
advertised on many different websites. Due to the website being interactive it will be easy for anyone in the age range of my
target audience to find the website easy and accessible. Included in the website will be the release dates and cinema listings for
the film in both America and the UK, however the website will be available to America before the UK, due to the film being
released there much before being released in the UK.
6. Due to the large amount of interactive campaigns that can be posted virally, it is the best and most eye
catching way to advertise and create a marketing campaign for a film.
Other films such as; Marley and Me, He’s Just Not That Into You and The Break-up were all virally
advertised. Trailers for the films were posted on site such as YouTube.
YouTube generates around 3 billion hits a day, this will be extremely good for a viral campaign as there
will be millions on people seeing the trailer on YouTube if it is advertised properly. With most of my
target audience being women and all being old enough to go on the internet, Viral campaigns are
more likely to be seen. If women are checking movies trailers for other chick flicks on YouTube they
are most likely to see the trailer for the new film on the ‘Related videos’ section.
I think another good way to advertise this film is to make it able to download from ITunes. The film
Marley And Me, through this way of advertising and many other ways, this film was able to get a gross
profit of $244,082,376 world wide.
7. Merchandising
Merchandising is a very successful way of promoting a film. Because the target
audience for my film is 15-60 most of the younger generation for my target
audience will be interested in buying merchandise from the film. This film is
very hard to create merchandise for however.
The best way to market the film would be through t-shirts and also Cards and
Crafts. A survey I did showed that these to methods of merchandising were the
most popular, people would most likely buy these kinds of merchandise over
any other.
