ABSTRACT
When examining the overall operating environment that media exists within, time and space are key defining factors. Together, they are defined by the term ‘marginal utility’ in business school speak. By calculating the marginal utility of leisure versus marginal cost of foregone income from working, market analysts can take an initial step towards understanding media market parameters. The chapter then considers the heavy competition within the available leisure place. Films are launched into an intensely competitive marketplace. As a cost-per-unit, studio films, for example, are one of the most expensive media in the world to produce and to market to the audience. Building on the areas covered in Chapter 11 on exhibition, film destined for a theatrical release presents certain distinct challenges in itself which are examined in more detail. The chapter then explores what elements help attract a given audience to a film and the key motivators for the audience to buy a cinema ticket; and moves on to examine cinema management and commercial booking terms between distributors and theatres. Changing behaviour prompted by online activity and social media are explored in further detail. The interview with Cristiano Bortone, producer and head of the excellent Chinese development and exchange programme ‘Bridging The Dragon’ talks about working within the Chinese territory and how best to bring international producers and projects into the largest and fastest growing market.
