The film marketing mix
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The film marketing mix book
This chapter explores the idea of the marketing mix as developed in the wider marketing literature. It outlines the key elements that must be considered from a marketing perspective when producing a film. For many cinemagoers, the director or cinematographer of the film may be a major draw. Directors of photography are particularly significant for films that break conventional norms of filmmaking. A problem can arise when established directorial style is deviated from, because the previous audience can be alienated without the new audience fully accepting the work. The relationship between film and music is well-established, both creatively and in industrial terms, with many record labels having common ownership with film distributors. In most film markets, films are released through what is known as the windows system. Platform release, in which a film is released in a fewer number of theatres, is the normal approach for independent films for a number of reasons.