The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World (2nd Edition)

By Al Lieberman

Entertainment advertising NOW:

Every Platform, know-how, and Opportunity


Covers movie, cable, broadcast, tune, activities, publishing, social media, gaming, and more

Reflects robust developments starting from smartphones to globalization

Demonstrates leap forward innovations integrating ads, advertising, PR, and on-line content material distribution

By insiders with many years of expertise as leaders and consultants


Entertainment spending is hovering around the globe, pushed by means of new applied sciences, new systems, new enterprise versions, and unrelenting call for among seven billion shoppers. That ability leisure advertising possibilities are hovering, too. yet this company is extra complicated and aggressive than ever–and it’s altering at breakneck pace. Now, prime practitioners convey easy methods to rework content material into gains this day and tomorrow…any content material, on any platform, in any marketplace, worldwide.


You’ll grasp cutting edge new how one can seize shoppers’ cognizance and wallets fast…make your studies wannasee, haftasee, mustsee…drive extra worth via social systems, cellular applied sciences, and built-in advertising strategies…overcome demanding situations starting from undesirable buzz to piracy…fully leverage licensing, promoting, and sponsorships…and effectively marketplace all forms of entertainment.

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Show 3-1 The “Big Six” Studios5 five http://en. wikipedia. org/wiki/Major_film_studio. the price of advertisements a mainstream motion picture has risen for blockbusters, from a normal of $35 million in 2005 to over $50 million in 2012. 6 This comprises community, cable, and satellite tv for pc tv; nationwide and native newspapers; billboards; radio; on-line; and tie-in ads. whilst a blockbuster is going international, that determine can upward thrust to $70 million for publicizing and distribution. 7 6 PwC worldwide leisure and Media Outlook: 2011–2014, www. pwc. com/outlook. 7 “Movie price ticket costs Hit All-Time excessive in 2011,” The Hollywood Reporter, February nine, 2012. All that spending—on advertising in addition to production—creates an important hazard, and that chance is exacerbated by means of a rule of thumb referred to as the 6-2-2 formulation, which states that out of a slate of ten every year releases, six video clips lose funds, holiday even, and make the cash that covers all of the aforementioned losses. this can be real for video clips regularly, either produced through the studio and self sustaining motion pictures. eight even if advertising is important for all ten motion pictures, it is going to positioned these the most important excessive. eight Please notice: We use the notice “film” interchangeably with “movie,” although videos at the moment are essentially electronic transmissions—bye-bye 35mm movie. you will see from express 3-1 that the large Six studios are all a part of huge public leisure conglomerates and as such, are anticipated to tug their weight within the conflict to create shareholder value—in different phrases, to make cash. movie divisions are very important to conglomerates simply because they bring profitable resources. each one iteration is extra to a movie library, which reinforces the price of a conglomerate’s cable and tv channels. yet danger is hiding round each nook, and today’s studio executives—a very risk-averse crowd—use many options to fund these blockbusters and alleviate power bombs. a little heritage towards the tip of the final century, the explosive advent of domestic video supplied a brand new move of profit that grew so quickly that every one the studios have been earning money. Awash in gains, studios paid little awareness to excessive bills. expertise brokers, who held the keys to the celebs, and administrators, who drove the audiences to the theaters, labored large offers for his or her consumers, leading to lavishly paid talent—and a couple of well-known flops. Director Michael Cimino, sizzling off The Deer Hunter, crashed and burned with the never-to-be-forgotten Heaven’s Gate. Waterworld, starring Kevin Costner, remains to be used as a punch line. (It didn’t aid that Costner Waterworld up with The Postman, one other mega-flop. ) yet even with no grossly paid expertise, huge video clips are regularly susceptible to turning into mammoth failures. There are a raft of alternative capability pitfalls—location capturing, the addition of more and more complicated lighting tricks and computer-generated imagery (CGI)—that provides to the base line and consequently the danger. Disney’s Mars wishes mothers (2011; overall rate $175 million opposed to a global gross of $39 million) and Warner Bros.

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