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Marketing Movies Through Trailers: How Does The Film Industry Make It Work?

Marketing Movies Through Trailers: How Does The Film Industry Make It Work?. Learning Objectives. Learn why trailers are the most important advertising method, and what tricks and techniques they employ Learn the economics of movie trailers. Introduction.

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Marketing Movies Through Trailers: How Does The Film Industry Make It Work?

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  1. Marketing Movies Through Trailers: How Does The Film Industry Make It Work?

  2. Learning Objectives • Learn why trailers are the most important advertising method, and what tricks and techniques they employ • Learn the economics of movie trailers

  3. Introduction • Film Industry – provides entertainmentbut all about profit • Engage in expensive marketing campaigns • Different marketing mediums • Most important: Trailers Anonymous. Hollywood. N.d. History of Movies, Los Angeles. World Film Archive. Web. 8 May 2011.

  4. Trailers • Trailer • Advertisement of a film • Overview of movie • Main goal: manipulate you into watching a movie/sell it • 2-2.5 minutes = Best of the best trailer = revenue • Easy for well known adaptations, harder for others • Purpose: SELL/attract, some noteworthy scenes Hosmer, Patrick. Movie Studio Icons. N.d. mister, . MISTER. Web. 9 May 2011

  5. Trailers: Tricks and Techniques • Serve as unanswered questions = curiosity • Similar to analyzing advertisements • Techniques and Tricks • Montage – multiple shots strung together • Sound or music – sets up the mood • Target Audience • Heart Strings – if it makes you feel good, you’re watching it! • Family fun – G or PG, watch it with family! Epper. Movie Ratings. Digital image. Deviant Art. 2007. Web. 8 May 2011. <http://epper.deviantart.com/art/Movie-Ratings-68677239>.

  6. Voiceovers • Sets up the idea • Helps understand the plot • #1 movie in America • Seeking popularity • The Award nominations game • Considered for an award, hasn’t won anything yet • ‘winner of three golden globe nominations’

  7. The ‘True Story’ Traps • True Story • Based on a true story • Inspired by a true story • Quality by Association • Use popularity to promote a movie • “ from the director of…” • “from the studio that brought you…”

  8. Activity! • Watch clips from different trailers and identify the tricks and techniques that are used in them.

  9. Why? THE DARK KNIGHT Worldwide Gross: $1,001,945,358 • MONEY! • Vigorous movie marketing = 10 x PROFIT • The more they see it, the higher the chance • Theatrical performance of: AVATAR Worldwide Gross:$2,783,556,202 TITANIC Worldwide Gross:$1,842,879,955 TOY STORY 3 Worldwide Gross:$1,064,404,880 Shrek 2 Worldwide Gross:$919,838,758

  10. Example of Effective Marketing • AVATAR > A LOT OF MARKETING > Trailers playing everywhere > Hype > • 3 days = $77,025,481 • Production and marketing costs: $460,000,000 • Gross Profit: $2,783,556,202 • THREE OSCARS • Slumdog Millionaire > not a lot of budget for marketing > No Hype • 5 days = $427,715 • Production and Marketing costs: $14,000,000 • Total Gross: $365,257,315 • EIGHT OSCARS

  11. Conclusion

  12. Works Cited List • "The Numbers - Top Movies of Each Year." The Numbers - Movie Box Office Data, Film Stars, Idle Speculation. Web. 15 May 2011. <http://www.the-numbers.com/movies>. • Baker, Frank. "Using Movie Trailers To Teach Persuasion." Media Literacy Clearinghouse: Resources for K-12 Educators. N.p., n.d. Web. 14 Apr. 2011. <http://www.frankwbaker.com/movie_trailers_as_persuasion.htm>. • Hampp, Andrew. "EBSCOhost: SONY'S LESSONS FOR HOW TO MARKET A SUMMER MOVIE ." EBSCO Publishing Service Selection. N.p., n.d. Web. 14 Apr. 2011. <http://web.ebscohost.com/ehost/detail?sid=3546312f-a29f-41bb-ac97- 32b9e9af9205%40sessionmgr12&vid=1&hid=17&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ulh&AN=53026 010>. • Vaux, Robert. "How to Analyze a Film Trailer | eHow.com." eHow | How to Videos, Articles & More - Trusted Advice for the Curious Life. N.p., n.d. Web. 14 Apr. 2011. <http://www.ehow.com/how_4925370_analyze-film-trailer.html>. • Wayne, Nathaniel. "Unravelling the Language of Movie Trailers." Associated Content. N.p., 29 Dec. 2009. Web. 15 Apr. 2011. <http://www.associatedcontent.com/article/2518563/unravelling_the_language_of_movie_trailers_pg1.html?cat= 40>. • IMAGES: • Hollywood. N.d. History of Movies, Los Angeles. World Film Archive. Web. 8 May 2011. • Hosmer, Patrick. Movie Studio Icons. N.d. mister, . MISTER. Web. 9 May 2011 • Epper. Movie Ratings. Digital image. Deviant Art. 2007. Web. 8 May 2011. <http://epper.deviantart.com/art/Movie-Ratings-68677239>.

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