Film Marketing into the Twenty-First Century

Description

How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing. The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era. Cover Title Copyright Contents Acknowledgments Notes on Contributors Foreword Introduction ‘My job is to find the right signals at the right moment for the right people’ I MARKETING AND FILM CULTURE ‘There simply isn’t one-shape-fits-all for film’ And Tom Cruise Climbed the Burj Khalifa, or How Marketing Shapes Hollywood Film Production ‘My Big Fat Life in Ruins’ Carry On Laughing Hearing Voices Hollywood in China Film Marketing in Nollywood Marketing High Frame Rate in The Hobbit Trilogy Niche Marketing in Peru II MARKETING FOR AND BY THE CONSUMER Leaked Information and Rumours Brave New Films, Brave New Ways Between Storytelling and Marketing, the SocialSamba Model Promoting in Six Seconds Piracy and Promotion Marketing Bait (2012) From Marketing to Performing the Market POSTSCRIPT THE INVISIBLE SIDE OF BUSINESS: B-TO-B MARKETING Marketing the ‘Avatar Revolution’, or How to Sell Digital Technology to Exhibitors ‘It’s Africa. It’s Arizona. It’s Antarctica. It’s Afghanistan. Actually, it’s Alberta’ Select Bibliography Index