Customer Reviews

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

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As London bureau chief of The Hollywood Reporter, I covered the whole range of movie marketing strategies, from bad to brilliant. Bob Marich gives those who market movies and those with an interest in the film business a great inside look at how it's done, from market research to promotions and publicity to distribution. He covers major studio releases, movies distributed by indies, and foreign-language films. This is a great read for anyone who cares about how movies reach the ticket buying public.

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

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.

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.

With the continually rapid changes in technology, it seems a steep challenge for any book to keep track of all the strategies being used to promote movies. But Robert Marich appears to be doing the best job possible with his second edition of "Marketing to Moviegoers." I found the first edition impressive in its comprehensive sweep and in-depth analysis of movie marketing when I wrote my last review in early 2006. The new edition does an equally astute job, using updated charts, revisions in the text and references to more recent films, making this current version indispensable for anyone wanting to keep up with the changes of the last few years.
As the full title of the book indicates this is primarily a handbook for those in the trade and for film students. As such, the book is eminently practical. With the added perspective of a second edition, there is also a reminder of how the changes in marketing and technology are changing how movies are seen and appreciated.

This book is a must-read for any aspiring or practicing film marketer -- even marketers of non-entertainment products can learn a few tricks here. As a matter of fact, having been managing editor of both Variety and The Hollywood Reporter, I view this as an essential navigational guide to the arcane world of motion picture marketing. Thoroughly researched and logically presented with a liberal use of tables, "Marketing to Moviegoers" leaves no stone unturned in its elucidation of the whys and hows of selling a movie to the public. It delves into everything from concept testing and surveys to trailers and projection equipment and even the special challenges posed by foreign-language films. It should be required reading at all film schools.