Film marketing into the twenty-first century / Nolwenn Mingant, Cecilia Tirtaine, Joel̈ Augros.

Format:

Book

Author/Creator:

Mingant, Nolwenn, author.

Tirtaine, Cecilia, author.

Augros, Joel̈, author.

Language:

English

Subjects (All):

British Film Institute.

Motion pictures--Marketing.

Motion pictures.

Motion pictures--Internet marketing.

Film & Media.

Local Subjects:

British Film Institute.

Film & Media.

Physical Description:

1 online resource (213 pages) : illustrations

Edition:

First edition.

Other Title:

Film marketing into the 21st century

Place of Publication:

London : British Film Institute : Bloomsbury Publishing (UK), 2015.

Summary:

How do you sell British humour to a French audience? Could piracy actually be good for the film business? Why are The Hobbit's revolutionary technologies not mentioned in some adverts? Exploring these questions and many more, Film Marketing into the Twenty-First Century draws on insights from renowned film academics and leading industry professionals to chart the evolution of modern film marketing. The first part of the book focuses on geographical considerations, showing how marketers have to adapt their strategies locally as films travel across borders. The second covers new marketing possibilities offered by the Internet, as Vine, Facebook and other participative websites open new venues for big distributors and independents alike. Straddling practical and theoretical concerns and including case studies that take us from Nollywood to Peru, this book provides an accessible introduction to the key issues at stake for film marketing in a global era.

Contents:

Foreword / Janet Wasko

Introduction / Nolwenn Mingant, Cecilia Tirtaine, Joel̈ Augros

'My job is to find the right signals at the right moment for the right people' : An interview with Benoit̂ Meĺy / Laurent Creton and Nolwenn Mingant

I. MARKETING AND FILM CULTURE

'There simply isn't one-shape-fits-all for film' : An interview with Michael Williams-Jones / Nolwenn Mingant

And Tom Cruise Climbed the Burj Khalifa, or How Marketing Shapes Hollywood Film Production / Nolwenn Mingant

'My Big Fat Life in Ruins' : Marketing Greekness and the contemporary US independent film / Yannis Tzioumakis and Lydia Papadimitriou

Carry On Laughing : Selling English humour in France / Cecilia Tirtaine and Joel̈ Augros

Hearing Voices : Dubbing and marketing in the Ice Age series, a case study / Nolwenn Mingant

Hollywood in China : Continuities and disjunctures in film marketing / Michael Curtin, Wesley Jacks and Yongli Li

Film Marketing in Nollywood : A case study / Alessandro Jedlowski

Marketing High Frame Rate in The Hobbit Trilogy : A spectacular case of promoting and un-promoting new cinema technology / Miriam Ross

Niche Marketing in Peru : An interview with Claudia Zavaleta / Nolwenn Mingant

II. MARKETING FOR AND BY THE CONSUMER

Leaked Information and Rumours : The buzz effect, a case study / Joel̈ Augros

Brave New Films, Brave New Ways : The internet and the future of low- to no budget film distribution and marketing / Hayley Trowbridge

Between Storytelling and Marketing, the SocialSamba Model : An interview with Aaron Williams / Nolwenn Mingant

Promoting in Six Seconds : New advertising strategies using the video social network Vine in Spain, a case study / Javier Lozano Delmar and Jose ́Antonio Munĩz-Velaźquez

Piracy and Promotion : Understanding the double-edged power of crowds / Ramon Lobato

Marketing Bait (2012) : Using smart data to identify e-guanxi among China's 'Internet Aborigines' / Brian Yecies, Jie Yang, Matthew Berryman and Kai Soh

From Marketing to Performing the Market : The emerging role of digital data in the independent film business / Michael Franklin, Dimitrinka Stoyanova Russell and Barbara Townley

POSTSCRIPT : THE INVISIBLE SIDE OF BUSINESS : B-TO-B MARKETING

Marketing the 'Avatar Revolution', or How to Sell Digital Technology to Exhibitors / Kira Kitsopanidou

'It's Africa. It's Arizona. It's Antarctica. It's Afghanistan. Actually, it's Alberta' : Marketing locations to film producers / Ben Goldsmith.

Notes:

Includes bibliographical references and index.

Online resource; description from resource and publisher's metadata (viewed on 25 September 2020).

ISBN:

9781838711771

1838711775

9781838715779

1838715770

9781844578405

1844578402

9781844578412

1844578410

OCLC:

978856017

Publisher Number:

205591