Deadline.com's annual analysis of single-picture profit/loss indicates marketing costs continue climb and often surpass the production expense of major-studio films. The reality of surging marketing costs runs counter to some (ill-conceived) predictions that social media and other online media would replace costly TV advertising (ill-conceived because wide-reach TV is need to … [Read more...] about Global P&A Often Surpasses Production Cost
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Netflix, Major Studios on Spending Binge for Awards
Trade newspaper Variety reports that Hollywood spending on awards marketing is escalating as dot.coms such as Netflix flash their huge cash-wads in the movie business. On top of that, the major studios have some legitimate Oscar contenders for Best Picture, unlike in past years, so they too are reaching into their deep pockets (usually it's cash-strapped indie film companies … [Read more...] about Netflix, Major Studios on Spending Binge for Awards
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
Warners Repositions ‘Meg’ as Horror Comedy
After finding early audience-tracking research weak for its shark thriller "The Meg," Warner Bros. Pictures punched up the comedy messaging, especially in digital media, over the final weeks before premiere. The 11th hour repositioning boosted "The Meg's" three-day opening to $45.4 million, from an originally projected $20 million opening, per a Deadline.com article by … [Read more...] about Warners Repositions ‘Meg’ as Horror Comedy
Magazine Charts Arc of Awards Marketing
"New Yorker" magazine published an in-depth story on the movie academy with its uneven response to charges of Oscars slighting people of color and also putting awards marketing under a microscope. The article is a long (but interesting) read with context and history. The article about the Academy of Motion Picture Arts & Sciences (AMPAS) reveals these tidbits on Oscar … [Read more...] about Magazine Charts Arc of Awards Marketing
Warner Corals its TV Shows for ‘Batman Lego’ Flick
Hollywood's biggest movie studio, Warner Bros. marshaled various non-theatrical assets to support theatrical premiere of “The Lego Batman Movie,” flexing corporate synergy with media siblings. “The toy brick DC superhero got a shout-out during hit series ‘The Big Bang Theory’ with a special ‘Lego Batman’ opening, and two ‘Big Bang/LEGO Batman’ promo … [Read more...] about Warner Corals its TV Shows for ‘Batman Lego’ Flick
Update on Faith-based Audience Marketing
The faith-based movie audience for Hollywood films gets star treatment in two articles with slightly different takes on the increasingly-important moviegoers influenced by their religious beliefs. Deadline.comís Michael Cieply notes that box office was soft for faith films in 2016. "The faith audience is clearly taking a break from the movies," Cieply wrote. "Actually, 2016 … [Read more...] about Update on Faith-based Audience Marketing
Majors Spend $25-30m On Nat’l TV Per Summer Flick
The major movie studios are spending heavily on national network TV and basic cable advertising for their summer movies, per researcher iSpot, with no letup on shoveling money into old-fashioned TV. “On the whole, the average TV spend for a U.S. release (not including network cross-promotion and merchandising tie-ins) falls in a range of $25 million to $30 million” per major … [Read more...] about Majors Spend $25-30m On Nat’l TV Per Summer Flick
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
‘Avatar’ Ecosystem To Help Drive Sequels
Filmmaker Jim Cameron is laying the groundwork for sequels to 2009 blockbuster “Avatar.” New York City-based SapientNitro will create an Avatar “ecosystem” in pre-release marketing to warm up audiences for theatrical sequels distributed by 20th Century Fox. “Publicis Groupe agency SapientNitro has entered into a multiyear deal with James Cameron’s Lightstorm … [Read more...] about ‘Avatar’ Ecosystem To Help Drive Sequels