ABSTRACT
This chapter is concerned with third area of media, called Paid, and refers to content that Filmmakers' Marketing team will pay for to place creative advertising, sponsored and branded content in all the different outlets available including television, outdoor, radio and in-theater. It explores how Marketing departments have evolved new methodologies to give more credence to the marketing message. The ability to pay for awareness is the dream of every Marketing department because paid media is the only media they can control. Media planning involves a lot of the same tools that the overall Marketing department employs in order to come up with the proper media mix. Digital advertising is a prime marketing component throughout the world. Some companies buy just New York and Los Angeles to give their films a bigger feel, but the decisions on a limited budget is usually a forced choice between more cable television or that digital promotion that is directly targeted to their audience.
