000 02357pam a22003014a 4500
001 5326509
005 20140917161304.0
008 041215s2009 maua b 001 0 eng
010 _a 2004065952
015 _aGBA525126
020 _a978-0240806875 (alk. paper)
035 _a(OCoLC)ocm57311786
035 _a(NNC)5326509
040 _aLC
_cPUL
_dYDX
_dUKM
_dOrLoB-B
042 _apcc
050 0 0 _aREF PN 1995.9
_b.M29 M37 2009
100 1 _aMarich, Robert.
245 1 0 _aMarketing to moviegoers:
_bA handbook of strategies and tactics.
_cRobert Marich.
260 _aBurlington, MA :
_bElsevier Focal Press,
_cc2009.
300 _axii, 318 p. :
_bill. ;
_c23 cm.
504 _aIncludes bibliographical references (p. 287) and index.
505 0 0 _gCh. 1.
_tCreative strategy --
_gCh. 2.
_tMarket research --
_gCh. 3.
_tPaid media advertising --
_gCh. 4.
_tPromotional tie-ins/product placement --
_gCh. 5.
_tMerchandising --
_gCh. 6.
_tPublicity --
_gCh. 7.
_tDistribution to theaters --
_gCh. 8.
_tExhibition --
_gCh. 9.
_tMajor studios --
_gCh. 10.
_tIndependent distributors --
_gCh. 11.
_tForeign language films --
_gCh. 12.
_tPrints & advertising funds.
520 1 _a"Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents is an essential guide to film marketing. As digital technology makes it easier to produce films, the volume of films continues to grow, making it more and more difficult to ensure that each individual film has an audience. This book describes how major studios and independent distributors develop a targeted marketing plan - including creating advertising materials, buying advertising for multimedia campaigns, mounting integrated publicity campaigns, and conducting consumer research - for each film that will inspire confidence in and generate excitement among investors and distributors and enable the film to be seen by the public." "Marketing to Moviegoers will be an invaluable resource for film marketing executives who need to understand theatrical distribution, consumer product marketers that participate in ties-ins with movies, aspiring filmmakers, and students who want to learn about the process from a practical point of view."--BOOK JACKET.
650 0 _aMotion pictures
_xMarketing.
650 0 _aMotion pictures
_xDistribution.
900 _bTOC
942 _2lcc
_cBK
999 _c23802
_d23802