Marketing to Moviegoers: A Handbook of Strategies and Tactics, Second Edition [Paperback]

Mr. Robert Marich (Author)

Editorial Reviews

Review

"Marketing to Moviegoers provides a cogent and extremely pragmatic discussion of studio marketing practices."—Denise Mann, UCLA Producers Program

"This is an excellently written, deeply researched manual that every filmmaker should read. Robert Marich knows his subject matter and he knows how to drill down deep."—Tim Adler, author of The Producers: Money, Movies and Who Really Calls the Shots

 

"A great book, a must-read for all ambitious filmmakers"
Bruno Chatelin, filmfestivals.com

Product Description

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the second edition of his comprehensive guidebook, Marketing to Moviegoers, veteran film and TV journalist Robert Marich plumbs the depths of the strategies and tactics used by studios to market their films to consumers. Packed with real life examples and useful data, this new edition blends practical, up-to-date information with theory to clearly explain all aspects of promoting motion pictures.

Marketing to Moviegoers: A Handbook of Strategies and Tactics takes readers carefully through all of the key components of film marketing. From creative strategy, market research, and advertising to publicity, product placement, and distribution to theaters, Marich's book covers everything film professionals need to know to mount a successful marketing campaign. Each chapter contains a wealth of useful information—including the historical background of the business, sample market research documents and advertising budgets, comments from successful industry insiders, and over thirty-five tables—and offers intriguing insight into the strategies of modern promotion.

Most other film marketing books focus mainly on marketing by independent distributors, but Marich specifically outlines the marketing methods of the six major Hollywood studios, which are notoriously secretive about these methods, while also detailing the marketing plans of the independent and foreign film sectors. In addition, he examines in depth the effectiveness of both new and old media, especially the ways in which the advent of the Internet has both helped and hindered the movie marketing process.

While many books have been written on the business-to-business aspect of film promotion, Marich's volume is one of the few that focuses on the methods used to sell motion pictures to those who truly make or break a film's success—the public.

This essential reference contains detailed examples, more than twenty illustrations, and a comprehensive glossary of marketing terms. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all film professionals and filmmaking students.

 

 

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Product Details

• Paperback: 336 pages
• Publisher: Southern Illinois University Press; 2nd edition (January 6, 2009)
• Language: English
• ISBN-10: 0809328844
• ISBN-13: 978-0809328840
• Product Dimensions: 9.2 x 6.1 x 0.7 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Bestsellers Rank: #365,256 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Phenomenal Book, November 29, 2009

By	Erick Hayes (Vancouver, BC) - See all my reviews

This review is from: Marketing to Moviegoers: A Handbook of Strategies and Tactics, Second Edition (Paperback)

If you're at all serious about making it in making movies. Buy this book.

5.0 out of 5 stars The secret marketing strategy of big studios, August 18, 2009

By	Silence (Tuzla, Bosnia and Herzegovina) - See all my reviews

This review is from: Marketing to Moviegoers: A Handbook of Strategies and Tactics, Second Edition (Paperback)

When it comes to merging art, business and marketing, no one has done a better job then the majors. This book will give you incredible information about "inside" marketing philosophy of big studios and how it is used to promote films.

All information in this book is based on knowledge, experience and research. This book will show you the "philosophy" that major studios employ in creating marketing strategy and for me, this is the most valuable thing about it.

I would specially want to praise the section on "market research". Trust me, you want to see this part of the book.

5.0 out of 5 stars Unbeatable Resource, April 30, 2009

By	ChicagoHorror "Horror Freak" (Chicago) - See all my reviews

This review is from: Marketing to Moviegoers: A Handbook of Strategies and Tactics, Second Edition (Paperback)

As an independent filmmaker, this book was invaluable in the release and promotion of our second film. You know and I know this business is all about using your resources as strongly as you can. From theatrical marketing, one sheets, trailers, branding, this book gives you ideas and directions to move foward. They even cover tons of new media publicity applications. Great read. Incredible resource.