With the Finale of 'Friends,' Movie Marketers Lose a Marketing Sweet Spot
Posted on Thursday May 6, 2004
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Here's a revealing article that sheds some light on the world of prime-time movie ad buys. Over the last several years, NBC's "Friends" has been an important ingredient in the studios' marketing efforts. "Friends" had excellent broad-based demographics, and the Thursday time slot gave the studios a last chance to reach consumers before a Friday release. The ads didn't come cheap though, with a 90 seconds going for a cool $1.5 million.
Even more interesting is what the article reveals about the marketing culture in Hollywood. For example:
Buying time on the show had long been viewed by some in Hollywood as a status symbol. When studios unveiled their advertising plans, the first question a film producer often asked was, "How many buys are you making in 'Friends?' ". Failing to include "Friends" in marketing plans could ruffle many important feathers by signaling that the studio was dissing a film.
This bit troubled me as well:
Movie studio marketers have long been divided about whether a commercial on "Friends" was worth the cost. After all, buying 90 seconds of time on "Friends" could blow a $1.5-million hole in their ad budgets. Still, executives clung to the Thursday night ad buys for fear of being second-guessed if a movie didn't have a spectacular opening weekend.
No wonder marketing costs have soared to nearly 50% of production budgets for big films. In the swaggering, braggadocio-laced environment of Hollywood, oneupsmanship and fear have corrupted the decision making process.
Marketing decisions should be based on R.O.I. At this level of game, scattershot marketing is a foolhardy proposition.
I agree with the article's assessment that reaching broad-based audiences has become increasingly difficult. Perhaps the trend toward more controlled media ad buys and a new-found interest in creative (and cheap) marketing alternatives will help abate the "marketing bloat" somewhat.
Related Links
baltimoresun.com - 'Friends' was a friend to movie marketers
Comments
Check out the Friends Finale DVD.