ˏˋ°•*⁀➷ Film Industry //

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 Film Industry - Marketing

Above the line marketing methods (ATL) are pay for advertisement methods:

• Posters
• Trailers
• Teasers
• Billboards
• Merchandise
• Celebrity Endorsement
• Magazines
• Feature Articles
• Live Events
• Social Media Adverts
• Brand Partnerships
• Live Events i.e. Comic Con
• Virtual Reality immersive experiences
• Local Advertisement for global films

Below the line marketing methods (BTL) are non-pay for advertisement methods:

• Social Media
• Word of mouth
• Direct mails
• Free sampling  

Sometimes however, a movie may need to produce different trailers depending on the different countries that it wishes to produce to due to their different censorship - This would cost the movie company a lot more money to produce.

 
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P&A spend is the budget that a movie spends on advertisement. Traditionally, these companies received 70% on top of the budget of the film to spend on p&a - so if a movie had a budget of $100 million then they would dedicate $70 million in prints and advertisement.

However, there are few cases where movie companies had flipped this around so in the last 10 years, films such as The Purge, Insidious etc had production budgets of under $5 million and had marketing budgets over $20 million. There are also some movies that still stick to tradition and have huge marketing spends such as Avengers: Endgame that spend $200 million on TOP of the $356 million budget for advertisement.

My own examples:

Fantastic Mr Fox had a budget of $40 Million where as Avatar The way of Water had a budget of $360 Million - $400 Million.

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The Barbie Advertisement Campaign

The production of the movie for Barbie costed Warner Br. an estimated $145 Million not including the $150 Million P&A budget. This clearly paid off due to the global sales of  $337 Million worth of views.

Some of the results of the P&A involved; a rentable Air BNB in Malibu of a lifestyle scale Barbie Dreamhouse a long with a Barbie Cruise in the Boston area. There was merchandise of cropped pink clothing with a sale price of $1350 this just being disposable income for Warner Br. More cost when into collaboration with Xbox in the colour fuchsia pink. The first sighting of the Marketing campaign was during CinemaCon in 2022 with a picture of Barbie in her Corvette. Releasing the movie on the same weekend as Oppenheimer also helped recall a huge amount of these profits.

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Distribution:

1 - VHS (1959)

2 - DVD (1997)

3 - Blue Ray (2003)

4 - Netflix (2007)

5 - Disney Plus (2020)

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Traditionally, the film industry survives so much better due to impacts such as the pandemic as of it being a cheaper luxury for aswell as it also being a form of escapism rather than having depressing-themed conversations. An example of this is Snow White being released around 1937 around WW2, and yet it was a great success.