Movie marketing

Essay by amtf108University, Master'sB, May 2006

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Table of content


2 Planning a marketing campaign for a film

2.1 Who are the target audiences of the movie

2.2 What is the unique selling point of the movie

2.3 Cost of the movie marketing

2.4 Marketing mix

2.4.1 Product

2.4.2 Pricing

2.4.3 Distribution

2.4.4 Advertising and promotion

3The process of movie marketing

4Marketing campaign

4.1 Publicity

4.1.1 Posters

4.1.2 Books

4.1.3 Author's celebrity

4.1.4 Starts interviews

4.1.5 Trailer

4.1.6 Official website

4.2 Advertising

4.2.1 Press advertising

4.2.2 Television advertising

4.2.3 Radio advertising

4.3 Promotion

4.3.1 Harry Potter endorsed Coke

4.3.2 Merchandising campaigns

4.3.3 Sales promotion campaigns

4.3.4 Online promotion

5 Market research

6 Problems of movie marketing

7 Conclusion

8 Reference

1 Introduction

It is well known that "Harry Potter" is loved throughout the world. Harry Potter's magic world has touched large quantities of audience in the global market. Children and their parents are all attracted deeply by the magic of Harry Potter.

Over a quarter of a billion books have been sold and the books have been translated into 61 languages and distributed in over 200 countries. Each title is an unexpectedly huge success. All five books have appeared on bestseller lists in the United States and Britain. On July 8, 2000, the release of Harry Potter and the Goblet of Fire became a major celebration. During the first 48 hours of release, three million copies were sold and the book won the title of "fastest-selling book in history". This title was later claimed by Harry Potter and the Order of the Phoenix when it was released on June 21, 2003. The book and movie rights to the film were bought by the Warner Brothers before it became an incredible success. Warner Brothers has exercised its option to create movies. The movie version of Harry Potter...