Sample Book Chapters

Index

Excerpts from Marketing to Moviegoers' index follows, including the entire "A" section and select highlights from the rest....
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Abramowitz, Richard (Abramorama), 120, 339, 352, 387–88
Academy of Motion Picture Arts and Sciences (AMPAS), 237, 242, 324, 376. See also Oscars
actors, 195–96, 226; billing in ads, 19, 33–35
Ad.ly (marketing agency), 124
admissions, 252, 282, 288, 290–91; frequent moviegoers, 48, 290, 303
advertising: creative, economics, 13, 347; creative messages, 21–22, 24, 34–6; creative, sequels, 24; floating heads, 35; outdoor, 35; posters/print 34–35; Super Bowl, 26–28, 98, 125–26; talent credit in ads, 18–19; teaser campaigns, 24–25; television, 33–34; violence, 52. 84, 131, 174, 269, 271
Advertising Administration. See ratings
Advertising Age (trade newspaper), 228
advertising agencies: creative boutiques, 14–18; media buying, 78, 81, 119, 347, 349
advertising spending, 77–146, 279, 323–24; allocation, 2, 4, 78–79, 90–94, 131, 112, 117, 339–40, 348–50; banner ads, 130; CPMs, 87, 97, 99–100, 109–11, 138; crisis, 77, 83–85, 97–98; data and rates, 78, 80, 97–98, 100, 104–6, 109, 122, 130; directory, listings. 80, 102, 115; email, 115. 137; ethnic, 83; frequency/reach, 87–88, 102, 342; magazines, 78, 105–6; new media, 90; newspapers, 78, 80, 83, 88, 90, 94, 102–5, 109–10; out-of-home, 78, 87–91, 106–9; radio, 101–2; Super Bowl, 26–27, 98; TV, 78, 88, 90, 94–101, 110; TV, late night, 84, 98; TVB (Television Bureau of Advertising), 99; wireless, 117, 127–30, 138–39, 165, 185
affinity group marketing, 118, 138, 228–31, 264, 313–14
Aft, Robert (Compliance Consulting), 393
Akerman, Brian (Jacob Burns Center), 307
Alamo (movie), 282
Alien vs. Predator (movie), 62, 220
Allied Advertising (company), 104
Allied-THA (company), 104
Almodovar, Pedro, 8, 374
Alvin and the Chipmunks (movie), 68,126, 133, 153, 333
AMC Entertainment (theaters), 138–40, 291, 296–97, 299, 300, 302–3, 316, 318
Amélie (movie), 370, 372, 389
American Beauty (movie), 221, 246
American Idol (TV series), 98, 125, 150, 234
Aniston, Jennifer, 156, 228, 236
Anthony, Christian (marketing executive), 117
Apkon, Steve (Jacob Burns Center), 139
Apocalypto (movie), 228
app/applications, 123, 127–28, 130
Armageddon (movie), 266
Around the World in 80 Days (movie), 24, 322
art-house, 48, 276, 306, 340, 341, 371–75, 384, 389
Audience Studies Inc. (ASI) 75
Avatar (movie), 134, 187, 212, 333
awards marketing, 235–48
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Entries below are a portion of the index
buzz, 10, 58, 62, 68, 109, 113, 120–23, 135, 211, 264. 314, 344–45; promoted/organic, 121; sharing, 126
Canada, 251–52, 282–83, 299–302; data, 282, 290, 296, 300–301, 317; distribution, 251, 282–83, 357, 371; companies, 283, 300; exhibition, 288, 291, 299–302, 307, 302–3, 307, 315, 370; festivals, 347; marketing, 240
Comic-Con (event), 138, 229-30
distribution, theatrical, 8,110, 251–86; aggregate deal, 277; blind bidding, 318; booking films, 275–78, 340–41, 387–88, 346; colliding films, 264–67; companies, 254, 283; data, 252, 258–59, 270, 275, 279–80, 327; economics, 253–55, 278–81; financial terms/rentals, 276–78; firm terms, 278; four-walling, 284; house nut, 277; platform release, 262; trailers,125; trailers, red band, 17, 29, 273, 362; scheduling, 260–67; sequels, 260; tentpoles, 261–62
DreamWorks Animation: animation films, 320, 331; distribution, 257, 263, 265; marketing, 134; merchandise, 188–89, 206; promotions, 148–49, 152, 155, 161, 164, 166; publicity, 221, 245
DreamWorks Studios (live action films), 330, 331, 332; distribution, 266, 281; promotions, 149
exhibition (theaters), 287–318; advertising in theater, 293–94, 300; alternative programming, 308–10; bankruptcies, 291, 315–16; blind bidding, 318; calendar houses, 306; cinema clubs, 314; circuits/companies, 296, 301, 304; data, 288–91, 311, 296–97, 317, 341; demographics, audience, 290, 302, 342, 366; digital projection/3D, 308–12; dollar houses, 294; drive-ins, 312; economics, 287–88, 291–96, 310, 314–16; giant screen/IMAX, 297, 298–99; group screenings, 312–14; lobby stands (standees), 168, 304–5; loyalty programs, 292, 303; marketing, 138–40, 302–4; megaplexes, 279, 295–96, 315; piracy, 222, 307; release prints, 80, 81, 110, 288–89, 302, 308, 310–11, 316, 323, 339, 341, 352, 390; screen advertising, 292–93; ticketing, online, 117, 123, 128, 137, 139–40; zones, 295–96, 315, 341. See also under Canada Exhibitor Relations (company), 254
Facebook, 6, 113, 120, 121, 122–24, 130, 132, 134, 138–39, 143, 144
Fandango (ticketing), 123, 128, 137, 139 
Federal Trade Commission (FTC-regulation), 12, 52, 83–86, 130–31, 133, 139, 154, 157–58, 269–71, 293
festivals, film, 34, 47, 356; foreign-language, 376, 381–82; marketing, 127, 217–18, 34547; sponsorships, 166–68
foreign-language films, 369–89; artbuster, 370; auteur theory, 371, 388–89; companies, distribution, 383–85, 389; dubbing, 371; ethnic audience, 382–88; festivals, 375, 376, 381–82; history, 387–89; marketing, 29–30, 32, 374–75, 385–88; top grossing, 372–73. See also art-house; Oscars
Groupon, 137, 145
independent distributors, 336–68; advertising/trailers, 13–14, 29, 42–43, 347–50, 347–49; booking strategies, 82, 111, 37678; companies, 14–17, 284, 337–38, 36364, 366–68, 383; economics, 320, 343, 349, 358–59, 363–66, 368; festivals, 344–45; major-studio-owned indies, 80–81, 267, 321, 337, 358–63, 368; marketing 140–41, 304–7, 342–44; new media strategies, 344–45; self-distribution, 351–52
Lionsgate, distribution, 258, 265, 276, 283, 336, 337, 356, 371; marketing, 137; publicity, 228
Lucasfilm (George Lucas), 207, 209-10. See also Star Wars
major studios, 319–35; data, 320, 328; economics 4, 319–20, 325–26, 328; executives, 323–25; history, 283–84, 323, 326–35, 367–68; marketing, 2, 78, 80, 111, 321, 323
merchandise licensing, 181–210; categories, 184–85; data, 182, 193, 205; financial, royalties, 183, 190–91, 197, 200; LIMA (Licensing Industry Merchandisers’ Association), 191, 207–8; music, 204–6; talent, 195–96; toys, 187, 192, 206–7; travails, 206–7; video games, 192, 195, 197–203; video game companies, 201
MPAA (Motion Picture Association of America), 35, 158. 175, 245, 267, 269–70, 272, 285; data, 79, 290, 358–59; members 31920; title registry, 37, 55. See also ratings
Oscars, 206; compliance czar, 243; documentaries, 357–58; foreign film, 376–81, 388; industry campaigning, 235–48, 379; marketing, 137–38, 239, 274–75; media coverage, 106, 235, 242; related awards, 235, 239, 240–41; rules, 235–36, 238–39, 242–45, 378–79, TV, 99, 235. See also Academy of Motion Picture Arts  and Sciences
Paramount Pictures, 332–33; digital marketing, 133, 135, 140; distribution, 257, 266, 274, 280, 281, 309, 322–23, 336; history, 323, 324, 331–33; merchandise, 19293, 198, 201, 202; Paramount Classics, 150, 353, 354, 361; Paramount Vantage, 338, 355, 361; promotions, 148–49, 154; 160–62, 166, 168, 169, 178, 245; Viacom, 201, 202, 332–33
Paranormal Activity (movie), 113–14, 144, 212, 360, 365
Passion of the Christ, The (movie), 68, 93, 189, 244, 266–67, 271, 274, 337, 339, 371, 393; lawsuit (Regal), 276–77, 292; ticketing, 140
prints and advertising funds, 390-95; companies, 391
promotions/product placement, 147–180; beer/liquor, 159, 167, 174, 179, 180; cars, 148, 149, 152, 159, 164–65, 168, 169, 171, 172, 173, 174, 178; companies, 134; conflicts, 155, 173–76; cross, 115–16, 158, 194–95 ; email, 138, 150–51, 345; goodie bags/swag, 168; restaurants, 149, 152, 155, 158–59, 163–64, 169, 178; shopping malls, 153; story point, 172; talent, 124, 133, 134, 155–57; telecom/electronics/tech, 158, 165–66, 167, 171, 180
publicity 211–250; agencies/companies, 215; awards, 235–48, 376–79; buzz, 113; costs, 132, 211, 214, 215, 226, 227, 234, 238, 237; coverage by media, 217, 221–22, 238, 387; events, 214, 225, 229; film critics, 35, 98, 120, 218–21; junkets/talent 124, 224–28, 236–37; kits, 132, 215–16; leaks, 142, 22122; making of minidocumentaries, 216, 231–33; miscues/scandals, 243–44, 248; online, 113, 245, 248, 344–45; screenings, 214, 216–18; social/online, 68, 114, 117, 120–24, 124, 138–39, 394; talent, 227, 236–37, 244; unit publicist, 215–14; viral, 112–14, 116–17, 120, 143; websites, 119–24, 130, 131–33, 136, 139, 141, 143–44, 149, 158, 162, 269, 345, 348
ratings, 267–68; Advertising Administration, 10–11, 28, 35, 86–87, 142, 216, 26769, 344; appeals, 271–72 ; Classification and Rating Administration (CARA), 142, 267–75, 285; ratings “creep,” 271; regulation, 23–24, 85–86, 175; smoking, 268; unrated releases, 105, 142, 273, 274, 298, 350
Rentrak, 50, 252, 254, 259, 270
research, advertising, 44, 63–65, 74; biometrics, 61–62; buzz metrics, 44, 119 121; companies, 49–50, 76; concept testing, 44, 54–55; costs, 48, 51–53, 64, 67; crisis, 51, 52–53, 62, 65, 69; editing films, 47, 60–61; exit surveys, 44, 52–57, 69–74; focus groups, 45, 49, 52–54; independents, 47, 63, 75; norms/normative, 48, 65; positioning studies, 44. 56; quads/quadrants, 45; screenings/preview screenings, 44, 56–63, 332, 349, 364, 393; script assessment, 44, 54; tracking surveys, 44, 65–69; types, 44–45
Sony Pictures/Columbia, 328; creativeadvertising, 35–6; digital media, 126–27; distribution, 260, 261, 263, 266, 282, 359, 374, 383, 392; history, 321, 324, 328; merchandise, 186, 189–90, 191, 192, 201, 204–5, 207, 210; promotions, 155, 158, 159, 160–62, 171, 175, 176; publicity, 218, 223, 224, 228, 234; Screen Gems, 75, 329; Sony Pictures Classics, 169, 272, 274, 337, 346, 353, 356, 359, 369
Spider-Man (movie series), 140, 155, 213, 220, 223–24, 234, 261; advertising, creative, 2, 21; merchandise, 18, 189, 194, 200, 204–5; transmedia, 135–36
Star Wars (movie series), 261–62, 333; marketing/promotion, 9, 33, 39, 178; merchandise, 136, 183, 207, 209–10
trailers, 24–33, 42–43, 125, 276; costs, 11, 31, 347; derby, 30; music-trailers, 31–32; publicity, 33, 115, 125; R-rated (red band), 29, 131; teasers, 24–25, 28; trailers 1 and 2, 28–29; violence in, 42–43, 303
transmedia, 117, 134–36, 146; companies 134
Twentieth Century Fox, 333–34; digital media, 126, 134; distribution, 255, 260, 261, 263, 264, 266, 281, 290, 322, 333; Fox Searchlight, 143, 172, 174, 224, 333, 339, 346, 359–62, 370; history, 333–34; merchandise, 187, 192, 194, 201, 208–9; promotions, 151, 153, 161, 163, 170, 172, 173, 179; publicity, 233; regulatory, 86
Twitter, 68–69, 123–24, 130, 139, 145, 394; resonance, 123; talent using, 124, 195
United Drive-In Theatre Owners Association (UDITOA), 289, 312
Universal Pictures, 334; advertising, 12, 99, 101; digital marketing, 133; distribution, 7, 260, 261, 262, 265, 266, 299, 308, 333; Focus Features, 334, 339, 384–85; history, 334; merchandise, 192, 193, 195, 197, 201, 206–7; promotions, 151–52, 154, 158–59, 161–62, 165, 173; publicity, 223–24, 232, 243–44; regulatory, 85–86
Walt Disney (company), 329–31; advertising, 85, 99; digital, 123–24, 136, 128–29, 324; distribution, 255, 261, 263, 265, 266, 273, 282, 290, 322, 325, 369; history, 324, 329–31, 362, 368; image, 273, 322, 330, 356, 362; Media and Advertising Lab, 49; merchandise, 185, 186, 188, 194, 196–97, 198, 200, 201, 203, 205, 206, 207–8, 210; promotions, 154, 158, 162, 163–64; publicity, 228, 229, 233, 249; regulatory, 85; theme parks, 146; Touchstone Pictures, 46, 322, 330
Warner Bros., 335; advertising, 111; digital media, 126, 133; Castle Rock, 335; distribution, 255, 256, 261, 262, 263, 282, 284, 289–90, 303, 356, 383; history, 323, 332, 336; Media Lab, research, 49; merchandise, 183, 189, 192, 199, 200, 201–3, 210; promotions, 154, 155, 158, 172, 175, 178, 176, 180; publicity, 222, 228, 230, 231–33; regulatory, 85–86; Warner Independent Pictures, 12, 353, 360–62
Websites, 119–20; micro/secondary, 133, 136, official, 122, 132–34, 345 #