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Marketing to Moviegoers: A Handbook of Strategies and Tactics

Год выпуска: 2013
Автор: Robert Marich

Synopses & Reviews

Publisher Comments

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns.

While many books have been written on the business-to-business aspect of film promotion, Marichs volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a filmthe public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in todays rapidly evolving film industry.


Marketing films requires a combination of art, science, and showmanship, which Marketing to Moviegoers explains in a comprehensive way. The book lays out the processes involved and enlivens them with real-world examples.Tom Sherak, former president of the Academy of Motion Picture Arts and Sciences

Marketing to Moviegoers provides practical information across a range of functions including the process of audience testing of marketing materials, details about advertising campaigns, and metrics of theatrical distribution.Al Lieberman, professor of marketing, executive director, Entertainment, Media and Technology Program, Stern School of Business, NYU

Marketing to Moviegoers pulls together the various facets of movie marketing campaigns in a systematic manner. It lays out the structure and order, while providing useful data and historical context.Jack Valenti, former chairman, Motion Picture Association of America


Marketing to Moviegoers is the essential guide to film marketing. Although there are many resources available about how to make a film, there are few about how to get your film seen once it's made and none that reveal the closely-guarded marketing secrets of the major motion picture studios. The author goes right to the source and provides data, quotes, and insights from high profile industry professionals and information on market research that the major studios don't want the moviegoing public to know.

This book will be indispensable for film marketing executives, consumer product marketers, students, and people new to the filmmaking field. It provides practical data, such as templates for advertising campaigns of different sizes, solutions, and an insight into the complicated movie marketing process. Armed with the strategies that Hollywood professionals would prefer not to share, film professionals and marketing professionals alike will have a leg up in this complicated business.

*Learn how to get your film seen by the public

*Learn how to inspire confidence in and generate excitement among investors and distributors

*Find practical solutions and strategies that you can apply to your own film

*Learn the secret strategies of the major studios, and find out information on market research that the studios don't want the moviegoing public to know


Marketing to Moviegoers offers clarity and insight into the complicated movie marketing process and provides practical solutions that filmmakers can apply to their own films and strategies that film marketing executives can adopt. The use of real world information, such as examples of and data from movie advertising campaigns of varying sizes and budgets, including independents, and interviews with well-known film industry executives provide a complete understanding of the theory and actual practice of the movie marketing process.

About the Author

Robert Marich is a business journalist and analyst with twenty-five years of experience covering film and media. He has held senior editorial jobs at media researcher Kagan Research, Variety Deal Memo film business newsletter, daily trade newspaper Hollywood Reporter, and a number of other publications. His freelance articles have appeared in Variety, London-based Screen International, the business section of the Los Angeles Times, Emmy magazine, and Forbes. Marich also wrote the photo-driven book on romance movies More Than Just A Kiss.

Visit the author website:http://marketingmovies.net/

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