Insight Into the Studio's Online Marketing Processes
Chris Thilk has posted a great interview with Perry Wang over at his Movie Marketing Madness blog. Wang is from Media Revolution, a web design firm that does work for the majors.
If you've ever wondered how a the process works at that level, this is a must-read interview. One revealing segment explained why we see so little innovation in regards to special content like podcasts, blogs, webisodes, etc:
Another bottleneck for content is the budget for the film's site. Good content costs money to produce. The teams that support the web updates also need to be paid. Only the most organized, integrated studios are able to align their decision makers and budgets to create and post new content like webisodes and other featurettes prior to a film's release.
There's plenty of tidbits like that -- check it out...
[Via Movie Marketing Madness]
Are DVD Consumers Getting Weary of "Double Dipping?"
Have you ever bought a DVD, only to have a new "deluxe edition" crammed with extras appear only months later? According to an article in the Minneapolis Star-Tribune, this practice, known in the industry as "double dipping," has become a mainstay of the DVD biz.
Now granted, replacing some of the more spartan discs from the early days of DVD is one thing, but lately, the studios have been pushing the envelope, as the article points out:
But increasingly, for new movies, the period is just a few months -- and with no advance word that a re-release is planned when the first version comes out. It's not just today's three releases from Fox, whose representatives declined to comment when asked. For example, Sony Pictures Home Entertainment put out the "Underworld" DVD on Jan. 6, 2004, not announcing until after its release that a two-disc special edition was coming just a few months later, on May 25. Warner Home Video did the same with the Halle Barry thriller "Gothika," out on March 23, 2004, and again on Oct. 12.
Talk about disappointing your customers -- eventually, they're going to figure out the game. In the meantime, here's what some of the studios are doing to minimize the inevitable backlash:
But there are right ways for the DVD companies to do such quick-turnaround re-releases while keeping consumers in mind.
When New Line Home Entertainment announced the DVDs of "The Lord of the Rings" movies, it noted at the same time that special extended editions would be coming later in their respective release years. Before Sony released the first DVDs of "Hellboy" and "The Grudge," the makers of each film had already been widely quoted online and in articles that souped-up versions would be coming soon afterward.
Philosophically, we agree with giving the customer what they want when they want it. That's why approaches like New Line's (or 2929 Entertainment's recent day and date release of 'Enron', for that matter) will supplant practices that aren't customer-centric.
[Via the Star-Tribune]
Sundance Group Makes Foray into Exhibition Business
According to the Los Angeles Business Journal, The Sundance Group, parent company of the Sundance Film Festival and the Sundance Channel, has announced their intentions of creating a chain of specialty cinemas.
The circuit, which has been in the works for numerous years, will be headed by Paul Richardson and Bert Manzari, the pair who started Landmark back in the '70s. Programming looks like it will be similar to the Landmark/Laemmle paradigm:
The theaters will show in independent, documentary, and foreign language film, as well as quality studio films and original programming, which will include shorts, filmmaker interviews and forums.
This move will greatly enhance the Sundance Group's vertical marketing abilities, and will help to secure valuable publicity for their home entertainment releases. It now looks like 2929 Entertainment isn't the only integrated company in town...
[Via the Los Angeles Business Journal]
Europeans see Web as a Means to Beat Hollywood
In a statement released at Cannes today, European culture ministers and film industry execs claimed that the web will be a critical component in freeing Hollywood's grip on their domestic film industries:
"The advent of film online offers immense opportunities for the film industry both with regard to access to new audiences and with regard to wider circulation of European films, including on international markets," they said in a statement.
"Audiences are often currently deprived of access to certain films -- either for geographical reasons or because more artistic or experimental films have difficulty in being screened widely."
Personally, I think this statement reads like its the "world wide web" circa 1996. Online distribution is not a panacea, but rather just another form of "bucket" that content is carried in, just like DVDs, VHS Tapes, and 16mm prints that preceded it. The studios have become adept at using technology, and their adoption of the internet as a marketing channel hasn't been any different. Okay -- I admit, they were initially slow in "getting" it (and a few still haven't), but it would be hard to deny that their online marketing skills are getting better by the day. Realistically, if European countries wish to compete in the digital film distribution arena, they need to be more effective and innovative in finding online audiences than American movie studios. A proprietary content delivery system and quality content are paramount as well...
[Via Yahoo! News]
Universal Bows 'Meet the Fockers' DVD With New Broadband Ad Format
According to Digital Bulletin, Universal is supporting the U.K. launch of the 'Meet the Fockers' DVD with a new broadband ad format:
It is a new format that capitalises on broadband connection by delivering full-screen, high-quality video streaming, run from any fixed-position ad.
Film distributor Universal is using the format to stream the television ad through the Lycos homepage and within an ad placement on the FHM homepage. It could also be used to stream movie trailers or other content.
Overlays will also stream the TV spot on sites including The Sun Online, Virgin.net and NTL World.
As broadband penetration continues to gain a greater foothold both here and abroad, video ads will become the norm rather than the exception on high-profile releases. However, I think that these ads will also be an important tool for smaller films where audiences would be much less likely to be exposed to a trailer.
Flashback -- Hear the Original 'Star Wars' Radio Spots from 1977
If you want to see just how far ad creatives have come in the last 30-odd years, listen to these original 'Star Wars' radio ads from 1977. Quaint by today's production standards, the constant "Don't be afraid - it's only a movie" seems like it was culled from the the horror genre playbook. It's amazing that these ads are still kicking around -- get 'em before they're gone.
[Via A Small Victory]
20th Century Fox Jumps on the UMD Bandwagon
Per Retail Merchandiser, 20th Century Fox has announced a slate of five UMD titles to bow this Summer:
Targeting the platform's core demo of men ages 18-34, the first five titles to be released by the studio include 'I, Robot,' 'Napoleon Dynamite,' 'Dodgeball: A True Underdog Story,' 'Super Troopers,' and 'Predator.' The initial wave of titles will hit retail shelves in July, with a catalog of releases immediately scheduled for subsequent waves.
No prebook, street date, or SRP were announced, but they will more than likely be in-line with other studio's offerings. This Announcement comes on the heels of Universal's announcement yesterday. How long before we see the independents join the game? That's dependent on how rich the licensing scheme with Sony is -- right now, it might not pay to release titles that won't move 50-75K units. However, I think that an independent could really clean up by releasing martial arts and extreme sports content (skateboarding, snowboarding, motorcycle racing).
[Via Retail Merchandiser]
Studios Clamoring For Trailer Slots in Front of 'Star Wars: Episode III'
Posted on Tuesday May 17, 2005 Filed under 18-35 Males, 20th Century Fox, Action & Adventure, Dreamworks, Lions Gate Films, Movie Advertising, Paramount, Theatrical, Trailers, Universal, Warner BrothersAccording to the Los Angeles Times, the highly-anticipated 'Star Wars: Episode III Revenge of the Sith' is bowing in 3,700 theaters, and movie marketing executives are jockeying for coveted trailer slots. Further exacerbating the demand is Lucas' demand that no more than five trailers bow before his feature. Given how lackluster the box office has been so far this year, many films are banking on this added push to help get butts in seats:
Others in the mix, according to another studio: New Line's 'Wedding Crashers,' DreamWorks' 'The Island,' Universal's 'Cinderella Man' and Warner Bros.' 'Batman Begins.' And some studios are also sending trailers for other films directly to exhibitors in hopes of screening with 'Revenge of the Sith.' Sony, for example, is distributing a new "teaser" trailer for 'The Da Vinci Code,' even though the movie doesn't come out for a year
The article mentions that the only film guaranteed placement is 'The Fantastic Four.' Of all of these films, the films that probably need the marketing boost most are New Line's 'Wedding Crashers,' and Universal's 'Cinderella Man.'
[Via the Los Angeles Times]
Universal to Release Six UMD Titles for the PlayStation Portable
According to a press release issued today, Universal announced that they plan to release six titles in the new UMD format for the PlayStation Portable: "Assault on Precinct 13," "The Rundown," "Van Helsing," "Dawn of the Dead: Unrated Director's Cut," "The Chronicles of Riddick: Unrated Director's Cut" and "The Fast and the Furious." The titles have a street date of July 26, 2005 and a SRP of $19.98 (except for "Assault on Precinct 13," which will bow with an SRP of $29.98). Craig Kornblau, President of Universal Studios Home Entertainment, shed some light into their decision to enter the market:
"The PSP offers consumers an exciting opportunity to expand their
entertainment experience beyond the living room," said Mr. Kornblau. "In selecting the first wave of films to be released on UMD, we have chosen films targeting young male consumers who, not surprisingly, are the early adopters of the multimedia device," Mr. Kornblau added.
Universal joins Sony (the company behind the UMD format), Disney and Lions Gate as early providers of the format. As more sales data becomes available (many retailers have miscategorized UMD titles as games) we should have a better idea of the sales potential. Not including Universals titles, there are now over 50 UMD titles available for sale or pre-purchase on Amazon right now.
[Via PR Newswire]
Universal to Launch 'Cinderella Man' Clothing Line with Von Dutch
According to Brandweek, Universal's Consumer Products Group has teamed up with lifestyle clothing manufacturer Von Dutch to launch a high-end line of men's wear based on the upcoming 'Cinderella Man'.
The short Brandweek piece describes a clothing line comprised of "leisure wear" celebrating Jim Braddock, the film's "Everyman" hero portrayed by Russel Crowe. Kudos to Universal for attempting to extend the film's revenue potential, but in looking at the Von Dutch website, it seems like they partnered with the wrong company. My guess is that the audience who will come out to see 'Cinderella Man' will be closer to the one that would see 'The Interpreter' -- namely, boomers. Perhaps they should have partnered with Eddie Bauer instead...
[Via Brandweek]
Disney to Bow Massive Roadblock for the 'Chronicles of Narnia' Trailer
According to a Disney press release, the company is buying a massive "roadblock" on broadcast, cable, online and other media to launch the 'Chronicles of Narnia' trailer. Touted as the "largest audience ever for a theatrical trailer debut," the ads will reach an estimated 200 million+ viewers in 32 countries, 13 languages, across five continents and spanning over 12 time zones.
Here's more from the release:
The worldwide "roadblock" will be anchored by the U.S. broadcast debut of the "Chronicles of Narnia" trailer on Saturday, May 7th during ABC's network premiere of "Harry Potter and the Chamber of Secrets" (available in over 106 million households) along with online visitors to America Online Web sites (including AOL Welcome Screen, AIM, Moviefone, etc.), and Verizon Wireless V CAST customers. The trailer will also air simultaneously on Disney Channel, and on four channels across the Starz Entertainment Group network. Verizon Wireless customers will also be able to access the trailer through the company's V CAST wireless multimedia service.
Within a 48-hour period surrounding this domestic launch, the international "roadblock" (dubbed in over 11 languages) will similarly introduce the trailer around the world, with simulcasts on popular programs in such countries as the United Kingdom, France, Germany, Japan, Australia, New Zealand, Mexico, Korea, and Latin America. In addition to the broadcast launches, each territory will partner with print and online outlets to maximize exposure.
More to come...
[Via Yahoo! News]
Reaction Negative to Paris Hilton's 'House of Wax' Promo Podcast
If the comments surrounding Paris Hilton's promotional podcasts for 'House of Wax' are any indicator, Warner Brothers' experiment with the format has been poorly received by members of the podcasting community.
According to the message boards on Podcast Alley, a leading source for podcasting shows and info, people are finding the rambling musings of Paris as she wanders around as "boring celeb-spam." Here's an example from one post written yesterday:
I started listening to podcasts in January, and I gotta say that, after hearing the first Paris Hilton "podcast", I am really impressed with how fast the whole thing appears to be going right down the tubes...The Paris Hilton "podcast" is exactly the kind of drivel that drove people to take broadcast content into their own hands in the first place. *This* is what the podcasting community should boycott, and if it is on Podcast Alley only because of the cash involved, P.A. is in real trouble..."
Backlash from insiders is one thing, but are these podcasts going to get anyone interested in the film? After having listened to the show, my verdict is a resounding no. The production values are embarrassing, Paris' unfettered ennui is tiresome, and the grating theme had me reaching for the mute button on my keyboard.
So what have we learned from this experiment?
1. Poor production values -- If you're going to do a commercial podcast, do it right. Hire professionals to record, edit and mix the audio.
2. Boring content -- They should have structured the content to complement the film and build interest in it. We're not talking hiring a crack team of writers or anything -- but even a little bit of structure would have been nice.
3. Wrong audience for the film's demographics -- podcasting is still in it's infancy, and is largely a tech-savvy audience catering to hip, literate men and women in their mid to late twenties. Paris Hilton, awash in disinterest and perpetually disengaged, is about the worst person you could pick to reach out to these people.
So what kind of film would have benefited from a podcast? I can think of two:
Seems like big-budget sci-fi fans are the perfect demo to consume podcasts -- for example, imagine how popular one for the upcoming 'War of the Worlds' film could be, especially if it was a 2005 version of the famed Orson Welles broadcast...
Or maybe a studio could use a podcast to cheaply add web value to a preexisting franchise -- think "Shrek" or "Napoleon Dynamite". Perhaps you could have Napoleon run a fictional Idaho radio station, playing his "flippin' sweet" tunes...
These are just off-the-cuff examples, but I can see something in line with these ideas having a greater impact and the potential for a "viral effect."
You can catch the first two 'House of Wax' podcasts here.
[Via Always On]
|
