{"id":344,"date":"2013-05-07T11:04:39","date_gmt":"2013-05-07T11:04:39","guid":{"rendered":"https:\/\/cumnockmediaclass.wordpress.com\/?p=344"},"modified":"2013-05-07T11:04:39","modified_gmt":"2013-05-07T11:04:39","slug":"institutional-factors-film-promotion-making-a-profit","status":"publish","type":"post","link":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/2013\/05\/07\/institutional-factors-film-promotion-making-a-profit\/","title":{"rendered":"Institutional Factors &#8211; film promotion &#8211; making a profit"},"content":{"rendered":"<p><strong>Generating interest for the Hunger Games &#8211; the need to make a profit<\/strong><\/p>\n<p><strong><span style=\"color:#008000\">Marketing techniques used by Lionsgate<\/span><\/strong><\/p>\n<p><strong>Lionsgate<\/strong> used all the usual old-media tricks \u2014 giving away <span style=\"color:#0000ff\"><strong><span style=\"text-decoration:underline\">80,000 posters, securing almost 50 magazine cover stories, advertising on 3,000 billboards and bus shelters.<\/span><\/strong><\/span><\/p>\n<p>More unusually they also had <strong>a <span style=\"color:#0000ff;text-decoration:underline\">year-long digital effort built around the content platforms cherished by young audiences: near-constant use of Facebook and Twitter, a YouTube channel, a Tumblr blog, <a title=\"Recent and archival news about the iPhone.\" href=\"http:\/\/topics.nytimes.com\/top\/reference\/timestopics\/subjects\/i\/iphone\/index.html?inline=nyt-classifier\"><span style=\"color:#0000ff;text-decoration:underline\">iPhone<\/span><\/a> games <\/span><\/strong>and live Yahoo streaming from the premiere.<\/p>\n<p><strong><span style=\"color:#0000ff;text-decoration:underline\">Lionsgate\u00a0 generated this high level of interest with a marketing staff of 21 people working with a relatively tiny budget of about $45 million. <\/span><\/strong>Bigger studios routinely spend $100 million marketing major releases, and have worldwide marketing and publicity staffs of over 100 people. The studio has been able to spend so little largely because Mr. Palen has relied on inexpensive digital initiatives to whip up excitement.<\/p>\n<p>One important online component involved <strong><span style=\"color:#0000ff;text-decoration:underline\">a sweepstakes to bring five fans to the movie\u2019s North Carolina set<\/span><\/strong>. Notably, Lionsgate invited no reporters: The studio did not want consumers thinking this was another instance of Hollywood trying to force-feed them a movie through professional filters. \u201cPeople used to be O.K. with studios telling them what to like,\u201d Ms. DePalma said. \u201cNot anymore. Now it\u2019s, \u2018You don\u2019t tell us, we tell you.\u2019 \u201d<\/p>\n<p><a href=\"http:\/\/www.nytimes.com\/2012\/03\/19\/business\/media\/how-hunger-games-built-up-must-see-fever.html?pagewanted=all&amp;_r=0\">http:\/\/www.nytimes.com\/2012\/03\/19\/business\/media\/how-hunger-games-built-up-must-see-fever.html?pagewanted=all&amp;_r=0<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Generating interest for the Hunger Games &#8211; the need to make a profit Marketing techniques used by Lionsgate Lionsgate used all the usual old-media tricks \u2014 giving away 80,000 posters, securing almost 50 magazine cover stories, advertising on 3,000 billboards and bus shelters. More unusually they also had a year-long digital effort built around the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/2013\/05\/07\/institutional-factors-film-promotion-making-a-profit\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Institutional Factors &#8211; film promotion &#8211; making a profit&#8221;<\/span><\/a><\/p>\n","protected":false},"author":4655,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3069],"tags":[],"class_list":["post-344","post","type-post","status-publish","format-standard","hentry","category-film","eportfolio_category-none"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/posts\/344","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/users\/4655"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/comments?post=344"}],"version-history":[{"count":0,"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/posts\/344\/revisions"}],"wp:attachment":[{"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/media?parent=344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/categories?post=344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.glowscotland.org.uk\/ea\/cumnockmedia\/wp-json\/wp\/v2\/tags?post=344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}