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Marketing to Moviegoers: A Handbook of Strategies and Tactics [Paperback]

Robert Marich
5.0 out of 5 stars  See all reviews (4 customer reviews)
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Price: 27.20 & FREE Delivery in the UK. Details
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Book Description

15 Jan 2013

@font-face { font-family: "Calibri"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 10pt; line-height: 115%; font-size: 11pt; font-family: "Times New Roman"; }div.Section1 { page: Section1; } While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, " Marketing to Moviegoers: A Handbook of Strategies and Tactics," veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns.
While many books have been written on the business-to-business aspect of film promotion, Marich's volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a film--the public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, " Marketing to Moviegoers" is a must for all professionals and students in today's rapidly evolving film industry.

Frequently Bought Together

Marketing to Moviegoers: A Handbook of Strategies and Tactics + Think Outside the Box Office: The Ultimate Guide to Film Distribution and Marketing for the Digital Era + The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World
Price For All Three: 57.78

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Product details

  • Paperback: 417 pages
  • Publisher: Southern Illinois University Press; 3rd edition edition (15 Jan 2013)
  • Language: English
  • ISBN-10: 0809331969
  • ISBN-13: 978-0809331963
  • Product Dimensions: 23.1 x 15.5 x 2.3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 470,105 in Books (See Top 100 in Books)

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Product Description


Marketing films requires a combination of art, science, and showmanship, which "Marketing to Moviegoers" explains in a comprehensive way. The book lays out the processes involved and enlivens them with real-world examples."--Tom Sherak, former president of the Academy of Motion Picture Arts and Sciences

""Marketing to Moviegoers" provides practical information across a range of functions including the process of audience testing of marketing materials, details about advertising campaigns, and metrics of theatrical distribution."--Al Lieberman, professor of marketing, executive director, Entertainment, Media and Technology Program, Stern School of Business, NYU

""Marketing to Moviegoers" pulls together the various facets of movie marketing campaigns in a systematic manner. It lays out the structure and order, while providing useful data and historical context."--Jack Valenti, former chairman, Motion Picture Association of America

About the Author

Robert Marich is a business journalist and analyst with twenty-five years of experience covering film and media. He has held senior editorial jobs at media researcher Kagan Research, Variety Deal Memo film business newsletter, daily trade newspaper "Hollywood Reporter, " and a number of other publications. His freelance articles have appeared in Variety, London-based Screen International, the business section of the "Los Angeles Times," "Emmy" magazine, and "Forbes." Marich also wrote the photo-driven book on romance movies "More Than Just A Kiss."

Visit the author website: http: //

Customer Reviews

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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Fascinating take on USA film marketing 3 April 2013
As an experienced film publicity person, I found Robert Marich's book a complete and fascinating take on how films are marketed in the USA. Although the book is obviously aimed at the North American reader, it can teach us so much in the UK - and beyond. Never forget what happens in the USA first will become common practice `over here'. So - like good boy scouts - we can follow the scout motto and "be prepared".
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I am a London-based student currently working on my dissertation which aims to compare the film marketing process to the book marketing one when it comes to film adaptations. Mr Marich's book has turned out to be one of the pillars of my work so far. It's informative, well-written and straight to the point thanks to its very clear and neat chapter division. All aspects of the marketing process of motion pictures are explored thoroughly and even if the book is obviously more focused on the North American industry all that's stated can be easily related to the UK. I would advise it to anyone looking for a meticulous guide to film marketing for research purposes or even looking into marketing for their own film.
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5.0 out of 5 stars Valuable resource with lots of useful metrics 2 April 2013
This book is a valuable resource for professionals and I have experience working in film finance. Lots of useful metrics about movie distribution in North America that is applicable everywhere, not just the States. Highly recommended for anybody involved in distribution or marketing their own film. Marich knows what he is talking about.
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5.0 out of 5 stars Comprehensive overview of the studio system 4 Feb 2013
As an international media researcher, I found this book incredibly valuable. The book gives useful insights into the studios that few other books have managed to do.
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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  9 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Must read for those looking to get into the business side of the industry! 30 Aug 2013
By Megan - Published on
Format:Paperback|Verified Purchase
I'm a student studying Business Management with a concentration in Marketing, and my career focus is in the entertainment industry. Because my college, and most other colleges, don't have a focus of film marketing, I had to do some digging myself. I came across this book, and I couldn't be more thrilled about it!

When most people hear someone say "entertainment industry", they think in terms of actors, singers, and entertainers. But most don't realize that these people and their projectS such as films, and even albums are just a product being sold by a business. A movie is a product. An actor is a product. An album is a product. And just like any other product, it needs to marketed in order to be intrigued by an audience. Marketing to Moviegoers tells all about the process of getting a movie ready to be seen by the public. Millions of dollars goes into marketing films, and a ton of time is spent making the best possible marketing campaign for films. This book gives all the details, from start to finish about how major studios as well as independent studios market films to reach mass audiences.

I absolutely recommend it, whether you're interested in film marketing, or if you're interested in directing or producing films, you need to know how to get your piece of art out to your desired audience.
1 of 1 people found the following review helpful
5.0 out of 5 stars A Must Read! 28 April 2013
By Gene Del Vecchio - Published on
Format:Paperback|Verified Purchase
Many would-be filmmakers aspire to write and produce a great film and have it launched into the world to rave reviews, but they do not realize that marketing plays a role that is an important, and many times more important, than the quality of the narrative itself. Marketing to Moviegoers explores the essential elements of marketing films. It should be used in every film school. But sadly, too many film schools do not devote enough study to marketing, and so their students are left with only half the tools that they so desperately need. Film instructors need to assign this book as required reading. If not, students need to demand it. Both will profit from it.

Gene Del Vecchio, Author of Creating Blockbusters
5.0 out of 5 stars Must read for anyone in marketing or film or both! 9 May 2014
By shelby skaggs - Published on
I am a student at Sarah Lawrence and this book was absolutely pivotal for my project! Anyone interested in Marketing or Film or Marketing films should absolutely read this book. I suggested that my professor make it a required text for her producing class.
5.0 out of 5 stars Fundamental Knowledge, Experience and Insight 17 April 2014
By D Levy - Published on
I have used Robert Marich's book, Marketing to Moviegoers, as a foundation text for a college level class in Entertainment Marketing that I teach for Boston University's Los Angeles Program. As a working professional with decades of experience in motion picture marketing, I've found this book to be accurate and thoroughly researched. In fact, I first met the author when he prepared some of the most detailed and carefully prepared reports for Variety and a premium industry insight newsletter. I witnessed first hand the care that he took in preparing the first edition of Marketing to Moviegoers and I have seen him meticulously update the book to reflect the sweeping changes that impact every aspect of movie production, distribution and marketing. A great value of the book is that it presents the fundamental elements of a marketing campaign. The exact tactics and individual elements of marketing campaigns will vary, change, morph or even disappear. But the fundamental concepts, principles and steps, the things that everyone involved in producing and selling entertainment, and especially movies, must consider are all presented clearly in this book. It is a great resource for moviemakers, marketing professionals, and students.
5.0 out of 5 stars Incredible! 24 Nov 2013
By Olivia - Published on
Incredible book! Covers everything you need to know to get a better understanding of the industry and the journey of films. A lot of good charts as well.
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