Emerging independent film company Legion M will test its crowd-funding capability to support the cinema release of a theatrical documentary on “Star Trek” icon William Shatner. The Shatner biography, “You Can Call Me Bill,” is a PG-13 rated documentary set for March 22 theatrical release. It’s Legion M’s first time going in-house for a cinema release. The documentary … [Read more...] about Film Marketer Banks on Crowd Funding
prints & advertising
Crowd-Funding P&A for ‘Freedom’
Indie blockbuster “Sound of Freedom” raised $5 million from 7,134 small investors for its marketing expenses, which is an out-of-Hollywood story involving grassroots America. The $5 million covered “prints & advertising” (P&A) theatrical releasing expenses. This crowd-funding effort is the realization of much talked about, but seldom achieved, leveraging of a … [Read more...] about Crowd-Funding P&A for ‘Freedom’
Ad Spend, Audience Test Central in Beatty Film Spat
Warren Beatty's passion project "Rules Don't Apply" became a financial flop in 2016 at the box office, but still-boiling lawsuits from investors reveals behind-the-scenes disputes over marketing. Creative talent, financiers and studio executives battled over interpreting audience reactions in prerelease test screenings, selection of its holiday release date, creative … [Read more...] about Ad Spend, Audience Test Central in Beatty Film Spat
Movie Ads Shift to Sunday From Thursday
Movie marketers no longer look at placing TV commercials on Thursday as the best night of the week for film marketing. Now highly viewed Sunday night gobbles up more Hollywood advertising spending, says an Advertising Age story by Anthony Crupi. The old emphasis on Thursdays assumed that night was best for movie opening weekends Friday-through-Sunday. But with DVR delayed … [Read more...] about Movie Ads Shift to Sunday From Thursday
Lionsgate Consolidates Ads at Mindshare
Lionsgate consolidated its estimated $400 million domestic film advertising account with WPP’s Mindshare media buying agency, which handled Summit Entertainment that Lionsgate acquired a year ago. Interpublic’s Initiative unit—which bought adverising for Lionsgate pre-merger—is dropped. The assignment covers theatrical and home video ad spending. Kantar Media puts … [Read more...] about Lionsgate Consolidates Ads at Mindshare
Book review: ‘Creating Blockbusters!’
A new book provides insightful analysis of the building blocks for successful Hollywood films, from script to promotion to licensed merchandise—all from point of view of marketing to the audience. “Creating Blockbusters!” by consumer researcher Gene Del Vecchio covers movies, TV programs, video games and books. Most film books lean toward arty but “Creating Blockbusters!” is … [Read more...] about Book review: ‘Creating Blockbusters!’
Specialist Film Ad Agencies Merge
The two leading specialist advertising agency businesses that originally assembled detail-intensive newspaper ads are merging their operation into what is called Allied-THA. This enterprise that has 20 regional offices across the United States creates ads with theater play-dates and start-times in the fine print at the bottom of print ads for movies. A press release from … [Read more...] about Specialist Film Ad Agencies Merge
New Media Alone Can’t Open Films
Pundits sing the praises of relying on digital media to market theatrical films and Walt Disney Studios just hired a new media guru who designed digital-media-only marketing campaigns for corporate clients. But experience has proven to date it’s suicidal to diminish or downplay ad spending in key traditional media of TV. “Few films have become hits in the US based on digital … [Read more...] about New Media Alone Can’t Open Films
Studio Talk Marketing Cuts (Again!)
Newspaper articles say Hollywood studios are again talking up cuts in marketing expenditures (when will they ever learn?) and movie publicity is becoming increasingly scientific as entertainment marketers purport to measure impact of press stories. “But don’t think that Hollywood believes it can get by with less promotion,” notes a “New York Times” story by Brooks Barnes. … [Read more...] about Studio Talk Marketing Cuts (Again!)
Marketing Costs Handicap Biggest Indie
Lions Gate Entertainment says it spends “well more than 25%” of its revenue on marketing expenses, which is sharply higher than what the major studio pay comparably, putting what is the largest independent film distributor at a competitive disadvantage. In a conference call with investors last week, the publicly-traded Lions Gate estimated that the media/entertainment … [Read more...] about Marketing Costs Handicap Biggest Indie