Marketing Plan

As the Film Distributor's Association says, "the marketing objective is to create visibility, raise awareness and engage interest, cutting through the blizzard of competing messages for other films. However big or small the marketing budget, audiences, must be met using different ways. When constructing a campaign, distributors aim to reach as much of their target audience as possible, yet cost effectively. Different audiences are met in different marketing techniques.

Different types of marketing techniques include posters, cardboard standees, banners, window clingers, posters and trailers in which are mostly shown in cinemas attracting cinema goers."

Exhibitors select appropriate trailers in which the audience in the screening may find interesting; this is usually done by the genre. Films are also advertised on the internet and on TV, in which is a great visual advertisement yet advertising on the television and in popular cinema screenings is much more expensive, than posters and posting advertisements on the internet and radio. UK film distributors invest around £170 million a year in media advertising to launch and sustain their releases. Editorial advertising can be very successful as the public are often drawn in by independently written news stories and features, in which is a very clever way of advertising as its not paid for in the same way as displayed advertisement. Films are also advertised by the use of tie-in merchandise by selling soundtracks, games, books, clothing and action figures anything that may appeal to the target audience. Premiers, award shows and preview screenings and film festivals are also other techniques in which advertise the film in a cheaper yet useful way.

The most cost effective sort of advertisement in which i feel is most effective are films in which have been advertised through the use of word of mouth. This could be a personal recommendation from a friend or a colleague in which could make you want to visit the cinema to watch the film, yet negative word of mouth is very hard to overcome as this will convince you that the film is bad. However a combination of good word of mouth and further advertisement will attract the audience into viewing the film.