Understanding Film Marketing: Above-the-Line and Below-the-Line Strategies
This guide explores how film producers utilize various advertising methods to promote their films, focusing on the concepts of above-the-line and below-the-line marketing. Discover the effectiveness of traditional and non-traditional advertising approaches, including mass media and targeted campaigns. Through case studies like "The Inbetweeners" and "Star Wars," we examine strategic synergy in media marketing and its impact on film sales. Learn how licensing, merchandising, and cross-promotion enhance visibility and audience engagement for films, soundtracks, and video games.
Understanding Film Marketing: Above-the-Line and Below-the-Line Strategies
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Presentation Transcript
Objective • Understand how film producers use different types of advertising to market their products • Be able to explain what above-the-line and below-the-line means in terms of film-making
Ineffective Effective
Above, below or through the line? Impersonal Mass market so mass media ‘Traditional’ advertising Expensive because wide audience (agency make money) Through the line = mix of both Personal Target a specific group so more direct More subtle – you may hardly even notice it Disguised as something else
SYNERGY = In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate, e.g. films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales.
What examples can you think of? British Film American Film Use of posters/billboards • Use of posters/billboards
