Problem Marketing
The worldwide trend of declining movie attendance and increased competition (eg, online video, video games, etc.) 2008, also showed in the first consequences of the U.S. film industry. To the interest of the audience and a successful theatrical release to ensure been in recent years more and more money in films, especially in marketing, investing. The total cost of a US-based independent label majors movie in 2007 have averaged 74.8 million U.S. dollars increases, with only 54 percent of the total budget was spent on marketing. [1] This should even the majors have become too much. As a first step, the studios are not profitable Independent Outlets closed or in the studio system. New Line, Picturehouse, Warner Independent Pictures are a few independent labels from studios that have closed, to name just a few examples [2] . Instead, they are still more on the blockbuster strategy, which films like “Batman,” “Wolverine” or “Star Trek” shows. The current “Stark Trek” film when production of 140 million U.S. dollars with 150 million U.S. dollars incredible marketing budget support, especially around the Twitter generation “to reach and for the film to inspire. [3] In Europe, average marketing costs significantly lower, so the value of German cinema productions for an average of 5 million euros. The reason for this is in the Refinanzierbarkeit the productions are looking for: While the U.S. studios in the world designed to European productions – in theory – although the same market is available, in practice, but can usually only a very limited space can be achieved. The argument that the digitization is no longer such vast sums flowing into the marketing need, is a vielstrapaziertes, but you have to see this sophisticated. Dedicates one example, the phrase “viral marketing” – that correctly certainly can work well – are the first difficulties already apparent: Many self-proclaimed Internet marketing experts or film distribution guide blogs mention in connection with online video distribution is always the phenomenon of viral marketing. Here, they always fantastic examples such as Susan Boyle, a participant in a casting show in England, whose video without any special application on YouTube in just 10 days to almost 40 million times was seen. They believe that through the Internet, coupled with the viral marketing effect, anyone can create his film seen by thousands of people will. In theory, they have not wrong, in practice, but the thing is much more complicated. Viral marketing works primarily only in quotes, because of their quality standards are a positive trigger word of mouth. Pointless, useless to the recipient information by users are not given the desired snowball effect does not occur. The same is true with fake entries and deliberately set up advertisements for a film on blogs, forums or e-mail distribution. This may indeed have a few spectators to move the embassy to follow, but finally, and finally, the user sees no added value here is hardly the message forward, not to mention a potential purchase of the advertised product. Moreover, we note that the most successful viral campaigns almost exclusively by larger companies in order given. The system of viral marketing that is per se as a means to a successful film distribution costs, is more than daring. Whether viral marketing campaigns for a film work, but also depends heavily on the style and the type of movie. Thus, when the horror movie “Blair Witch Project” in the form of a pseudo-documentary was shot, before the movie intentionally misleading information about the film on the internet, so discussions over three Missing Student trigger. The myth in the history, the pseudo-reality and the fierce debates about the clips were all around the world and generated a worldwide interest. With production costs of $ 60,000 playing the movie finally hitherto remarkable 250 million U.S. dollars one. [4] viral actions could take this Filmart best be used, however severe it will be in movies, either the classical or traditional storytelling narrative structures. The seventh film love with Hugh Grant is to this effect is certainly less set, but he embodies – contrary to his usual role of image – a bloodthirsty psychopath, the community is more debatable, and thus viral effects. The concept of striking is not new and is also clear in the film industry: Small films only have a chance if they are by history, style, or something unusual performers, new and especially something communities discuss show. Today, it is So no longer just a video on the Internet and word of mouth propaganda to hope. It requires much more accurate reflection and strategies to reduce the effect of the automatic distribution system to be able to use. To the vastness of the Internet to be different, it needs creative punchlines. Whether this will also to the product, in our case fit for the film, since its application is so, is another question. The most successful viral spots are usually funny or surprising. However, it is often very difficult with certain film genres of programming. The prospect of viral marketing success in films remains always a risky game. While investing in viral marketing is not very much money in advertising campaigns – the risk is lower than in the conventional way – but not pick up these, the film is still vergeigt start and it disappears into the depths of the virtual space. “However, much as it is when the film permits, the viral marketing is expensive and demands substantial resources (human, financial and computer). “ [5] ” Today, real Viralität to achieve, requires creativity, little luck and a lot of hard work. “ [6] Through the possibilities of digitalization, has (also small) film-makers the option to take the initiative themselves, ie, marketing, and viral marketing is designed to operate. The big advantage of this method is that it superficially, a lot cheaper than alternative models. If viral marketing, but for himself and his product in take, we need above all: a lot of time. Due to the complexity of the effect of viral marketing, even in combination with film, the filmmakers invest. The working set per se is not free, and remains on top of a large element of uncertainty exist, namely, whether the chosen strategies will be effective. Often, the phrase, “Who in the Internet wants to be successful, must be fast,” in connection with an Internet business called. Distributes the inexperienced filmmakers now his film itself, it requires some learning to be successful to be able to work, of speed can not really talk. Similarly, the question arises whether the filmmakers ever want to spend time doing the film to market. A large part of the creative would certainly prefer to work with new projects than for marketing and sales thinking. Will you save time and effort, as well as the risk of failed Internet marketing minimize, can also solve problems of money here. It leaves the viral marketing of a professional firm, bringing the other hand, the circle closes again, because here is the motto: The more money goes into a campaign, the more secure the success. GoViral, an internationally operating specialist agency for the distribution of videos, which guarantees Customers a 30 cent per play operation for 300,000 euros is available with a discount that is one million views. Virale successes and YouTube fame are bought and thus clearly show that even in the new world have the same problem can exist in the old world. The more money invested in the application, the higher are the prospects for success. The hope, which many in the new world have set will be broken soon. In the ancient world was the argument always very simil
ar: the major studios are only successful because she vast sums of money in marketing and their application so that the film stuck. The Hope: The new system is created equal. The reality: Even in the new world will be easier to succeed, who also is willing to invest. Basically, nothing will change in the financial investment per se but what changes is that the filmmaker's movie can now sell themselves and this also has the opportunity to be seen. This was previously not possible because the traditional distribution structures in the ancient world even today only a limited number of films can absorb. read more
[1] Nakashima, Ryan (2008.08.05.) Time Warner to shut Picturehouse, Warner Independent studios. In: http://www.usatoday.com/life/movies/ news/2008-05-08-time-warner_N.htm (Stand: 26.12.2009) [2] ibid [3] oV (no date): With retro flair through endless expanses. In: http://www.orf.at/090505-37980/index.html (Stand: 28.05.2009) [4] oV (no date): The Blair Witch Project (1999). In: http://boxofficemojo.com/movies/?id=blairwitchproject.htm (Stand: 01 06. 2009) [5] Sanchez, Anne (2007): Viral marketing and community sites, Mercredi Agency. Industry Report October 2007 [6] Ackermann Greenberg, Dan (2007.11.22.): The Secret Strategies Behind Many “Viral” Videos. In: http://www.techcrunch.com/2007/11/22 / the-secret-behind-strategies-many viral videos / (Stand: 12.01.2009)
