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CHAPTER 11: ENTERTAINMENT PRODUCTS AND MARKETING

CHAPTER 11: ENTERTAINMENT PRODUCTS AND MARKETING. I. ENTERTAINING PRODUCTS. THE ENTERTAINMENT INDUSTRY PRODUCES BOTH TANGIBLE AND NON-TANGIBLE PRODUCTS SUCCESSFULLY.

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CHAPTER 11: ENTERTAINMENT PRODUCTS AND MARKETING

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  1. CHAPTER 11: ENTERTAINMENT PRODUCTS AND MARKETING

  2. I. ENTERTAINING PRODUCTS • THE ENTERTAINMENT INDUSTRY PRODUCES BOTH TANGIBLE AND NON-TANGIBLE PRODUCTS SUCCESSFULLY

  3. MEDIA-BASED ENTRTMNT. GOODS INCLUDE FILMS ON DVD, MUSIC ON DVD AND CD’S, VIDEO AND ELECTRONIC GAMES, BOOKS AND MAGAZINES, TOYS, CLOTHES AND FOOD.

  4. MEDIA BASED SERVICES INCLUDE T.V., MOVIES IN THEATERS, CONCERT AND THEATRE PERFORMANCES, RECREATION, ZOOS, MUSEUMS, AND SNACK BARS

  5. II. FILM MERCHANDISING • THEATERS PROVIDE SERVICES AS MOVIES, PLAYS AND PRODUCTIONS • ALSO SERVICES ARE PROVIDED AT THE SERVICE STAND • DVDS AND VIDEO RENTALS PROVIDE 40% OF MOVIES REVENUE • SOME MOVIES NEVER MAKE THEATERS

  6. III. MUSIC MERCHANDISING • 40 BILLION YEARLY • RECORD CLUBS OR RETAIL STORES WILL SELL MUSIC • INDEPENDENT VENDORS GO INTO STORES AND SET UP MUSIC AND DIPLAYS-RACK JOBBERS

  7. IV. ELECTRONIC AND VIDEO GAMES • 10 BILLION PER YEAR W/ CONSOLES • CROSS-MARKETED W/ MOVIES, TV, MUSIC, SPORTS AND CARTOON CHARACTERS • ADVERGAMING-DRIVES VIDEO MARKETING W/ TIE INS (JEEP)

  8. V. BOOKS AND MAGAZINES • FICTION IS BEST ESCAPE FROM REALITY ENTERTAINMENT • HARLEQUIN NOVELS HAVE OVER 700 TITLES PER YEAR AND A SPECIFIC TARGET MARKET • BOOKS ARE ALSO CROSS-MARKETED WITH MOVIES (JOHN GRISHAM, HARRY POTTER)

  9. OVER 20,000 MAGAZINE TITLES HOWEVER ONLY 160 EARN 85% OF THE TOTAL MAG. REVENUE • SOME ARE EVERGREENS AND ARE WELL ESTABLISHED • POTENTIAL FOR REACHING A LARGER GLOBAL MEDIA IN PRINT • OWNED BY MAJOR CORP.(VIACOM)

  10. VI. THEME AND WATER PARKS • LOCATION BASED ENTERT. (LBE) (SIX FLAGS IS 8 HOURS FROM 98% OF U.S. POPL) • THEME AND WATER PARKS PROVIDE ENTERTAINMENT BUT ALSO SELL PRODUCTS (DISNEY) • GOAL OF PARKS IS TO GET PEOPLE FOR MORE THAN A DAY!

  11. CAPTIVE AUDIENCE MEANS IMPULSE SPENDING • USUALLY OWNED BY MAJOR ENTERTAINMENT CONGLOMERATES • DISNEY WORLD/LAND IS A CROSS-MARKETERS DREAM • WATER PARKS CAN BE BUILT FOR THE SAME PRICE AS 1 NEW COASTER

  12. VII. EDUTAINMENT • RECREATION-BASED ENTERTAINMENT SERVICES LINKED TO EDUCATION • MUSEUMS-EXPANSIONS IN THE EARLY 90’S • ZOOS-PROVIDE JOBS AND CREATE TOURISM • THEATERS-WORLDWIDE

  13. VIII. SPECIAL ENTERTAINMENT EVENTS • CIRCUS, STATE FAIRS, PAGENTS, AND ICE SHOWS ALL PROVIDE ENTERTAINMENT SERVICES • ICE SHOWS ARE A COMBO OF SPORTS AND PERFORMANCE ENTERTAINMENT

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