Entertainment Marketing: Publicity

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Entertainment MarketingPublicity
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• Public Relations any activity designed to
  create a favorable image toward a business, its
  products or its policies.
• Publicity a specific type of public relations
  that involves placing positive and newsworthy
  information about a business, its products or its
  policies in the media.

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Examples of Publicity

• Reviews of motion pictures by industry critics on
  television
• Pro This is a rewarding way to promote a movie
  because it is of no cost to the motion picture
  business.
• Con The review of the movie can be either
  positive or negative
• Pro/Con People find movie reviews to be
  believable because it is unbiased information.

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Most Successful Form of PublicityRecognition on
various award shows

• Nominations are a promotional bonanza for a
• motion picture, director, studio, star.
• When music albums, motion pictures, television
  show and plays win awards exciting media
  coverage increased sales from positive
  publicity
• Promoters use these awards to promote their
  products (movies, actors, albums, tv shows) to
  the public.
• Print, Radio and TV ads will mention a film has
  won certain awards and/or it was a nominated
  film.
• Ex Oscar winning Departed will be available on
  DVD March 16th

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• Studios spend as much as 15 million on
  marketing
• Best Picture is likely to bring in an extra 100
  million in ticket sales

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Award Shows Marketing In Action

• Designers celebrities showcase formal ware of
  major celebrities and often drop names on the
  red carpet.
• Companies compile branded products in presenter
  gift bags.
• Ex Personalized M Ms
• Ex Lorel silver leopard bag for presenters
  imitation bag available online for consumers to
  buy all proceeds go to charity.
• Lorel makeup station where celebrities can get
  touched-up
• Commercials throughout the Oscars
• Bling jewelry is loaned to celebrities to wear
  on Oscar evening
• Sponsors

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Major Players

• Academy Awards (Oscars)- Excellence in all
  aspects of film, presented by the Academy of
  Motion Picture Arts Sciences
• Golden Globes - Excellence in all aspects of film
  and television presented by the Hollywood Foreign
  Press
• Emmy - Excellence in television programming
  presented by the Academy of Television Arts
  Sciences
• Grammy - Excellence in musical performance, song
  writing and composing, and producing, presented
  by the National Academy of Recording Arts
  Sciences
• Tony - Excellence in all aspects of theater
  production, presented by the American Theatre Wing