FM2 - Technology, distribution and exhibition

http://web.mit.edu/cms/People/henry3/converge.pdf

What is convergence?

What is synergy?

Synergy means 'working together' and occurs when two or more things work together to produce a result that would not be possible if they were working independently of one another.

In the film industry, the marketing people aim to create synergy by creating a trailer that works with the poster that works with the website that works with the radio advertisement that works with the TV spot that works with the magazine article that works with the merchandise...and so on.

Synergy helps to establish a brand identity that you, the consumer, immediately recognise. All of these synergistic elements help to raise your awareness of the film and increase the likelihood of you going to see it.

The Cloverfield campaign (see handout) is a good example of synergy.

http://www.filmeducation.org/madeindagenham/deborah_sheppard.html

http://en.wikipedia.org/wiki/Film_distribution

Film distribution

http://www.filmreference.com/encyclopedia/Criticism-Ideology/Exhibition.html

Film exhibition

http://en.wikipedia.org/wiki/Digital_cinema

Digital cinema

http://www.filmeducation.org/resources/secondary/topics/focus_on/film_industry.php

http://www.screenonline.org.uk/film/distribution/distribution7.html

http://www.iofilm.co.uk/io/mit/001/film_distribution_20051115.php

Digital film distribution

http://en.wikipedia.org/wiki/Imax

IMAX

http://www.ukfilmcouncil.org.uk/dsn

Digital screen network

http://en.wikipedia.org/wiki/Digital_cinematography
Digital cinematography

http://www.reald.com/

http://en.wikipedia.org/wiki/Real_D_Cinema

RealD 3D cinema

http://film315s.com/epic-winning-how-viral-marketing-is-pwning-the-movie-industry/

http://www.guardian.co.uk/film/2009/nov/14/2012-roland-emmerich-viral-marketing

http://www.totalfilm.com/features/the-best-and-worst-movie-viral-campaigns

http://www.filmschoolrejects.com/news/marketing-the-dark-knight-a-viral-revolution.php

Viral marketing

http://en.wikipedia.org/wiki/Home_cinema

Home cinema (also think about Blu-ray and domestic 3D TVs)

FM2 - Film Marketing

http://www.screenonline.org.uk/film/distribution/distribution3.html
http://www.screenonline.org.uk/film/distribution/distribution4.html

FM2 - UK Film Distributors' Association

http://www.launchingfilms.com/
Film Distributors' Association
Film Distributors' Association Ltd. (FDA) is the trade body for theatrical film distributors in the UK – the companies that release films for UK cinema audiences. Originally established in London in 1915, FDA liaises and works with many individuals, companies and organisations. FDA's Council, or board, comprising a senior representative of each member company, normally meets six times a year and considers only matters of generic interest to film distributors.

http://www.culture.gov.uk/images/consultation_responses/FPR_FDA.pdf

Viral Marketing Campaigns

http://www.totalfilm.com/features/the-best-and-worst-movie-viral-campaigns
http://blog.marcberryreid.com/2010/12/06/how-social-media-is-changing-movie-marketing/
http://scf.ifl.net/cgi-local/snpfiltered.pl?t=c&u=http://www.movieviral.com/2009/10/27/paranormal-activity-viral-marketing/

Viral marketing - what is a widget?

Widgets are mini-applications that generally come packaged in a little window, and can be dragged and dropped onto a Web page and offer a scaled down version of features you would ordinarily get at a full-fledged site.


YouTube (www.youtube.com) is perhaps the quintessential example of the success of widgets. YouTube is a Web site that enables users to share and view online video clips. When you visit a video at the YouTube Web site, you'll find a chunk of HTML that you can copy and then paste into your blog, MySpace page, or other Web site. Visitors to your site can then watch the video without having to click over to the YouTube site. Every time someone embeds a YouTube video on a page, it serves as an advertisement for the YouTube service.
If you provide a useful service or interesting content on your Web site, you can make it available as a widget by posting HTML that others can copy and paste in their pages. The content then becomes directly accessible from those pages, and it serves as an advertisement for your site. Visitors to those pages will become familiar with the service or content and may click the link to visit your site. (Widgets typically provide a link back to the site that makes the widget code available.) In some cases, they will copy the widget into their own pages.