"Marketing to Moviegoers" is the essential guide to film marketing. Although there are many resources available about how to make a film, there are few about how to get your film seen once it's made and none that reveal the closely-guarded marketing secrets of the major motion picture studios. The author goes right to the source and provides data, quotes, and insights from high profile industry professionals and information on market research that the major studios don't want the moviegoing public to know.
This book will be indispensable for film marketing executives, consumer product marketers, students, and people new to the filmmaking field. It provides practical data, such as templates for advertising campaigns of different sizes, solutions, and an insight into the complicated movie marketing process. Armed with the strategies that Hollywood professionals would prefer not to share, film professionals and marketing professionals alike will have a leg up in this complicated business.
*Learn how to inspire confidence in and generate excitement among investors and distributors
*Learn the secret strategies of the major studios, and find out information on market research that the studios don't want the moviegoing public to know
Customer Reviews
Average Customer Review
Grate book, October 3, 2007
By
tijana masicThis is a grate and very useful book. It is very clear and understandable, it have many actually information about movie business which I cant find anywhere else!
Excellent guide.... a page turner!, September 4, 2006
By
Ernesto AlcantaraI bought this book because I'm getting involved in the movie making business (my expertise is mainly from a product development background). Even though a film can be viewed as a product I needed to understand the complex market in which I'm getting into.
"Marketing to Moviegoers" is an incredible way to get insight on all aspects of the film marketing process: from creative ad campaigns, test screenings, media buying strategies, product placement, merchandising and getting to know the distribution strategies for both big studios and independents.
Rather than a how-to manual, Robert Marich compiles numerous examples and case studies, in an enticing and easy to read format (using indsutry charts and graphics), that allowed me to understand what to expect when producing, promoting and distributing my film in a few days.
I think this book, with its broad coverage of the movie industry and its practices is a great compliment to "The Complete Independent Movie Marketing Handbook", because the latter focuses more on step-by-step recommendations on how to get your movie packaged and sold.
The Inside Track on How Movies Are Marketed, March 10, 2006
By
R. ZahradnikAs 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.
Comprehensive and Easy to Read, February 23, 2006
By
Tom Gilbert (Los Angeles, CA)
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. 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. Should be required reading at all film schools.
Book On Movie Marketing Touches Every Base, February 21, 2006
By
Frederic Lombardi I have written on films for a decade for VARIETY and have subsequently free-lanced for other publications. I found "Marketing for Moviegoers" a highly comprehensive account of marketing in the industry, of films winding their way to hoped for profitability employing multiple strategies through multimedia and ever expanding technologies. Even the most seasoned professionals in marketing will want to compare notes with this book's wealth of information and anecdotal material. It is definitely a must for neophyte filmmakers or those aspiring to that calling so that they will know exactly what they are getting into.
As the book gives a thorough rundown of the fields of marketing research, media advertising, promotional tie-ins, merchandising, publicity and distribution it carefully notes the opportunities and pitfalls of assorted game plans. Chronicles of standard industry practices are interlaced with boom or bust investment tales. It is especially skillful in coping with the constant changes of new technologies. On the subject of the Internet, for example, the various advances and retreats, strategies and counter strategies are duly recorded.
"Marketing for Moviegoers" bolsters its points with numerous charts and examples of recent movies. While this book's primary appeal will be to those in the trade its inside story of the intense media battle for consumers' dollars should have the attention of some just plain moviegoers.
