Catching Fire Marketing Strategies


Just found out an article discussing the transmedia marketing strategies used by Hunger Games: Catching Fire. A very interesting piece.

This transmedia analysis reminds me of Henry Jenkin’s book Spreadable Media, which talks about the importance of spreadability and transmedia storytelling in this convergence culture. This is definitely a book that marketers should read. It states the current trend of the convergence of new media and old media, as well as the power of fan’s grassroot marketing practices.


Big Data & Film Marketing: Really Work?

Earlier this year, Google launched a new office box predicting model using big data. Basically, Google tracks the search volume for a film’s trailer, factors in other information, like franchise status and seasonality, and then it can predict opening weekend box office revenue with 94 percent accuracy.   Google didn’t express what their real intentions were, though industry insiders suggested that this kind of information could be used by studios to better market their films.

More recently, IBM also worked with a major movie studio to build a box office prediction model based on online audience behaviors. The objective was to determine whether there was a predictive relationship between social data and ‘Opening Weekend Box Office’ (OWBO).

It seems that “big data” is no longer a hot topic in engineers’ world; its popularity has expanded to Hollywood. Ideally, if marketers can use correct analyzing tools, big data can be used for marketers to gain more customer insights, segmentation or targeting information, to create new product strategies, marketing mix, and to conduct better integrated advertising. However, most companies have not yet truly understand how to correctly use big data analytics in their marketing strategy.

I would suggest, let’s start from knowing what big data really means for marketing, rather than simply following this trendy word.


What’s Behind Hollywood’s Great Marketing Chief Exodus?

This article from Wrap is very interesting. Recently, Hollywood marketing chiefs left their companies one by one: Marc Weinstock  left Sony, Anne Globe left DreamWorks, and  Oren Aviv just left Fox. What happened Hollywood?

As David Weitzner, a faculty member at the USC School of Cinematic Arts and the former worldwide marketing president for 20th Century Fox and Universal Pictures, pointed out,“Marketing is always the most exposed position at the studio”. It seems like every time when a film becomes a huge success, studios will celebrate and consider the film as a marvelous and brilliant production. However, if a film fails, it’s all marketing’s faults.

Therefore, do these firings really work? If firing veterans and hiring new set of executives would lead to new ideas and fresh blood, it would be a reasonable option. Yet, this may not be the case. Simply changing marketing executives over and over again would not be a wise solution. However, what I believe that may improve the situation is to really start to pay attention to social media marketing strategies. Big studios may be too confident about their previous marketing approaches, yet overestimate the power of new media.

Start Exploring Film Marketing In The Digital World


In Hollywood, film marketing is no longer a small piece of the industry that can be ignored. Recently, I read a book named Marketing to Moviegoers: A Handbook of Strategies and Tactics written by Robert Marich. Since I will be a film marketing and promotion intern at Allied Integrated Marketing Inc., I find this book extremely helpful in telling me more about each basic component of film marketing, including market research, publicity, advertising, product placement, distribution, and many specific examples of creative marketing campaigns. However, what the book doesn’t emphasize but in fact is particularly essential in today’s film marketing industry is the role played by social media or digital media.

In order to make sure that Hollywood blockbusters can actually bring profit back, studios sometimes spend more money in marketing than they in production. In the current digitalized world, using social media as an effective marketing tool has become a popular trend because it can not only save companies a large amount of money but also improve the effectiveness of their marketing strategies. Yet how to utilize the Internet and all the data collected through the Internet has become one of the biggest challenges for marketers. For example, understanding how to use search engine optimization, how to use different social media platforms and mobile apps for integrated marketing, how to combine online marketing with offline marketing strategies, and how to target the right audience with the right message are all crucial for today’s film marketing.

I hope I can have the opportunity to figure out the answers to the above questions during my internship 🙂