“Major studio releases in 2007 averaged $35.9 million per film in total spending for consumer marketing in the United States, according to the MPAA.”
This book looks at how, where and why those millions of dollars are spent. I finished this excellent look at studio and studio-independent marketing practices about a week ago. This is the most complete, exhaustive, and up-to-date look at major movie marketing I have found.
My only misgiving about the book is its subtitle “a handbook of strategies and tactics.” The strategies and tactics discussed in the book are those of massive studios and studio-independents, entities capable of putting up the massive sums of money necessary for the nationwide release of a major motion picture. This is not a how to book, this is a how it’s done book.
For advice on how to market your small independent film I would recommend filmfestivalsecrets, The New Rules of Marketing and PR, Friends Fans and Followers and a new website I was recently made aware of; internet marketing for filmmakers. The latter’s website can look a bit kitschy, but so far I have found a lot of practical advice through their free mailing list (membership is $30 a month).
Despite the misleading subtitle Marich’s book is a fascinating, erudite look at a complex and vital part of the film world. He traces movie marketing in a practical, understandable fashion, including very up-to-date figures on box office, marketing budgets, release schedules, merchandising sales and more. This book tells you where money is spent and earned, often reading like an economics textbook as well as a history one; each chapter ends with a section tracing the history of each components of film marketing and distribution.
The book is filled with real-world examples of hits and misses in movie marketing. One favorite that comes to mind involves E.T.
The famous candy-luring scene was originally pitched to Milk Duds, who balked. Afterwards Hershey Chocolate provided its Reese’s Pieces and the rest is history. When E.T. became a blockbuster the sales of Reese’s Pieces shot up 65%.
You will leave this book with a more informed understanding of the economics, creativity and necessity of movie marketing. I highly recommend it.
For more information and excerpts you can visit the book’s homepage. The book is also available in the marketing section of my store (another way to support this blog!)
