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Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents

by Robert Marich

An essential guide to film marketing, this book describes how major studios and independent distributors develop a targeted marketing plan — including creating advertising materials, buying advertising for multimedia campaigns, mounting integrated publicity campaigns, and conducting consumer research — for each film that will inspire confidence in and generate excitement among investors and distributors and enable the film to be seen by the public.

Marketing to Moviegoers offers clarity and insight into the complicated movie marketing process and provides practical solutions that filmmakers can apply to their own films and strategies that film marketing executives can adopt. The use of real-world information, such as examples of and data from movie advertising campaigns of varying sizes and budgets, including independents, and interviews with well-known film industry executives provide a complete understanding of the theory and actual practice of the movie marketing process.

Robert Marich has more than two decades of journalism experience covering the film and TV businesses while based in Los Angeles, New York, and London. He served as editor of film newsletter “Variety Deal Memo,” and also as international and business editor at The Hollywood Reporter. Marich is a regular contributor to Variety and London-based media researcher Informa Media.


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Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents
Publisher: Focal Press
Pages: 312
ISBN: 240806875

 

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