The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World [Paperback]

Al Lieberman (Author), Patricia Esgate (Author)

Book Description

Publication Date: May 11, 2002 | ISBN-10: 0130293504 | ISBN-13: 978-0130293503 | Edition: 1

Entertainment is now a $500 billion industry that reaches into every corner of human life. The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World profiles that industry, from film to print, music to theme parks—and shows exactly how to find and reach your market in today's insanely competitive marketplace. Discover the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success... and learn how to create tomorrow's blockbuster properties, starting today.

Editorial Reviews

From the Back Cover

Entertainment is now a sprawling $500-billion industry that reaches into every corner of human life. If you're in the entertainment business, your competitors range from athletes to casinos, Disney to Sony, Harry Potter to the Dixie Chicks. How do you differentiate your product and find your market in this incredibly complex and brutally competitive marketplace? This book will show you how.

Industry insiders Al Lieberman and Patricia Esgate cover the entire entertainment industry, offering powerful insights into marketing film, video, broadcast, cable, radio, music, print, games, sports, travel, theme parks, and much more. You'll discover the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success. You'll also learn how to create tomorrow's blockbuster properties, starting right now.

* Marketing and the 4 C's of entertainment Bring together everything that matters: content, conduit, consumption, and convergence * Seize the time, create a blockbuster Organize your marketing to strike while the iron is hottest * Solutions for every entertainment product and medium Film, video, broadcast, cable, radio, music, print, games, sports, travel, and more * How the winners keep on winning Diller, Levin, Eisner: staying on top in the world's most brutal business * Character as brand Magical profits: the lessons of Harry Potter * New markets, new niches, new paradigms Identifying tomorrow's trends and opportunities before your competitors do * Bringing your brand to life Location-based entertainment, "experiential branding," and beyond

Next-generation marketing in the $500 billion global entertainment marketplace.

• Marketing every form of entertainment: film to print, music to travel, electronic games to theme parks
• Spinoffs, licensing, and beyond: creating properties that keep on paying
• Cutting through the 3,000 marketing messages your customer will see today
• The real effects of new technology: from piracy to e-books, TiVo to digital overlays
• Print after the Web: next-generation marketing for books, newspapers, and magazines
• The independents: new studios, new networks, new players, new media

There's still no business like show business: only show business is more gigantic, more fast-paced, more fickle, and more insanely competitive than ever before. Entertainment marketing is like no other form of marketing. Before you can begin to sell a product, you must sell an experience. The budgets are huge: so are the burn rates. The planning takes years: the results can be known overnight. The successes are colossal: so are the failures.

Top entertainment industry consultants Al Lieberman and Pat Esgate have brought together the first complete primer on entertainment marketing in the 21st century. They offer a smart, up-to-the-minute overview of today's radically new global entertainment marketplace, then show you how exactly how to identify, target, and reach your market—whatever, whoever, and wherever it may be.

About the Author

AL LIEBERMAN is Clinical Assistant Professor and Director of the Entertainment, Media & Technology Program at New York University, a state-of-the-art program designed to help MBA and undergraduate students understand the strategy and operating principles that drive each sector of the entertainment industry, the financing of start-ups and product development, the marketing and management of entertainment companies, and relevant technologies that connect entertainment products with consumers.

Lieberman has extensive international and domestic marketing and advertising management experience with global communications companies. He worked at Young & Rubicam in New York, Milan, Italy and Sao Paulo, Brazil, managing Fortune 500 companies' advertising accounts before becoming Executive Vice President of the Wunderman Direct Response Division of Young & Rubicam.

Lieberman later joined Simon and Schuster as Worldwide Director of Marketing, becoming Executive Vice President of its Silhouette Books division. Most recently, he founded and served as CEO of Grey Entertainment, an advertising and marketing company whose entertainment, leisure and recreation clients have included Warner Bros. Studios, ABC Entertainment, Harper Collins, Westinghouse/Group W Radio, Viking Penguin, and Bertelsmann. He continues to maintain an entertainment consulting business.

PATRICIA ESGATE is the Executive Editor of Entertainment Management magazine and The EZone newsletter, both serving the Experiential Industry. Ms. Esgate's 25 years in design, construction, marketing, training, management, operations and new business development is offered to clients through Esgate & Associates, a firm that has specialized in the strategic development of experience-based destinations and branding for over a decade. Her clients include the Walt Disney Company, Universal Studios, Sony, and Jim Henson Productions.

Pat is a member of the International Association of Amusement Parks & Attractions (IAAPA), the American Society of Training and Development (ASTD), and is the past Director of the Northeast Chapter of the Themed Entertainment Association (TEA).

See all Editorial Reviews

Product Details

• Paperback: 384 pages
• Publisher: FT Press; 1 edition (May 11, 2002)
• Language: English
• ISBN-10: 0130293504
• ISBN-13: 978-0130293503
• Product Dimensions: 9 x 6 x 0.8 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #507,735 in Books (See Top 100 in Books)
  • #82 in Books > Business & Investing > Marketing & Sales > Marketing > Industrial

Customer Reviews

Most Helpful Customer Reviews

6 of 7 people found the following review helpful:

5.0 out of 5 stars Covers It All!, February 11, 2003

By A Customer

This review is from: The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World (Paperback)

What a handy "big picture" book of the entertainment industry this is! You can get a handle on the music biz, to movie biz, to how radio and broadcast television make money. There are behind the scenes dealings by individuals and companies, as well comprehensive coverage of how a group of muscicians end up with a CD or road tour. The book's like a mini-college course on everything that entertains us. Did you know that software games is one of the fastest growing of all entertainment revenues? I didn't. The little side stories are a hoot. The main content is invaluable to understand this vast and rich industry - from how movies hit the market to how sports products get to fans and hobbyists. The book itself is entertaining!

2 of 3 people found the following review helpful:

5.0 out of 5 stars From A Former Student, October 8, 2003

By A Customer

This review is from: The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World (Paperback)

This book mirrors the way Al teaches - colorful stories with rich insights into the industry. The book is a must read for anyone interested in the fabulous world of Media and Entertainment. It makes for an easy and fun read; most importantly when you are done, you actually remember what you read!
Al has had an illustrious career that he passionately and enthusiastically shares with his students. Now the rest of the world is privy to his wisdom. Read it, you won't be disappointed.

5.0 out of 5 stars The Game: Entertainment & Media, March 9, 2010

By 

Media Operations Manager (NYC, NY) - See all my reviews

Amazon Verified Purchase

This review is from: The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World (Paperback)

Well organized book focused of the key sectors of Entertainment and Media. Provides great insight into the areas of film, broadcast, cable, music and sports. With inside information about the companies and players, this is a great read. Highly recommended for the casual entertainment and media observer to the corporate lifers in this business.