ABSTRACT
A rare summary of motion picture marketing from Blair Rich, President, Warner Bros. Pictures Worldwide Marketing. The chapter details creative advertising; publicity; third-party promotions; research (market research); media (media buying); digital; servicing; targeted marketing, integrated marketing; global strategic planning; relationships with filmmakers; global staffing; growing markets of China, Brazil, Korea, Russia, Spain, United Kingdom; green-light process; tailoring marketing budgets; four-quadrant movie; target demographics; psychographics; trailers, spot advertising; electronic press kit (EPK); film clips; sound bites, b-roll; print press kit; Comic-Con; press junkets; opinion-maker screenings; taste-maker screenings; press screenings; radio-promoted screenings; word-of-mouth screenings; awards season; Oscars; The Lego Movie; The Hobbit trilogy; Magic Mike; qualitative research; quantitative research; tracking surveys; Nielsen National Research Group (NRG) and Screen Engine/ASI; TV ad buys; up fronts; cost per thousand (CPM); gross rating points (GRP); reach vs. frequency; Super Bowl TV spot; Facebook, Twitter, Instagram, Google; Google Chrome; likes, word-of-mouth; Rotten Tomatoes; opening weekend; lessons learned.
