Monday, May 4, 2020

Audience and Institution Practice Essay


Assess the importance of marketing in the media area you have studied.


When it comes to the importance of marketing in film production, the importance can not be over-exaggerated. Often, the success of a film relies on two factors: the quality of the movie, and how much it was promoted. In this essay, the focus will be on the impact of marketing, and it will prove its importance without a shadow of a doubt. Marketing is extremely important because films utilize marketing strategies are often successful, while those that don’t are often not successful.
Our first example comes from two popular movie franchises fast and furious and juristic parks. We are starting with franchises because producers often use the fan’s support for previous movies to help promote the newer movie. The first movie example is furious 7, and they used the love for characters in previous movies to help promote the new one. Another marketing technique that they used was hosting special events such as creating a trailer launch question and answer session. Additionally, they used synergy or using other companies owned by a conglomerate to promote their product. They did this in the form of Universal Studios Hollywood theme park introducing a new ride called “Fast and Furious – Supercharged”. They also used cross-promotion in the form of partnering with cell phone company Oppo, magazine vibe, and video game Forza. All this marketing paid off in full when the movie made $384 million dollars on opening weak. Marketing directly lead to large box-office sails in another popular movie juristic world. The first marketing technique that they did was releasing 5 main trailers on tv and on the web. This lead to the creation of a Jurassic World website that was made during distribution had a countdown to the movie. Additionally, universal studios also created a trading card game and partnered with LEGO to create a video game. Finally, there was more cross-promotion with film company Sony and candy company Mike and Ike. This marketing once again paid off when the movie made over a billion dollars in sales overall.
Marketing is also extremely important to non-franchise movies. One example of this is Ugly Dolls, a movie which was in production for 20 years. This movie made less than 8.5 million dollars. Surprisingly enough though, there was a considerable amount of marketing done with this movie. This includes multiple posters, paid advertisements, and a series of tie in books. While this might be against my point, it actually does supports it. This is because what this movie lacked was synergy (with a large variety or resources), and cross promotion.
In conclusion, Marketing is extremely important because it can help boost box office sales. We can determine this because of case studies done on movies such as furious 7 and movies like juristic world. Additionally, we can conclude this because of a lack of sales from movies with less marketing.

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