Film Industry Marketing

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Film Industry Marketing:

- Posters (ATL)

- Trailers  (BTL)

- Word Of Mouth (BTL)

- Billboards (ATL)

- Merchandise (ATL)

- Social Media Adverts (BTL)

- Influencer Partnerships (ATL)

- Magazines (ATL)

- Feature Articles (ATL)

- Interviews  (ATL)

- Virtual reality immersive experiences

- Live events

- Brand Partnerships

- Local Advertising for Global Films

Above the line marketing methods (or ATL) are pay for advertisement methods, they are financially funded for more than the movies budget. Whereas Below the line marketing (BTL) is free, it is not funded for by the production team and the finances do not go over the budget.

The P&A spend ( the dollar amount spent on print and advertising) traditionally receive 70% on top of the budget of that film. Meaning, if the film has a budget of $100 million, then conventional wisdom dictates the marketing expenditure had to be $70 million. In recent years however, films like the Purge had production budgets under $5 million and marketing over $20 million! Avengers: Endgame spent $200 million on top of its $356 million budget on advertising. No Time to Die spent $100 million on top of $250 million.

Production VS Revenue:

- The Hills Have Eyes : $15 million production - but over $132 million grossed worldwide.

- A Nightmare On Elm Street : $1.1 million production - but a whopping $57.1 million grossed worldwide.

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Barbie: Advertising Campaign

- Barbie, which $337 million globally was extremely intelligent with its marketing. By using the iconic colour 'pink' to resonate with the idea of feminism and girl power - it became a growing trend in fashion before it took a life of its own. The promotion team partnered with Airbnb to change a giant mansion in Malibu into a real life Barbie Dreamhouse, a cruise ship in the Boston area and even an Xbox in fuchsia pink.

Distribution and Exhibition:

- VHS Tapes (1959)

- DVD Disks (1997)

- Blue Ray (2003)

- Netflix (2007)

- Disney + (2020)