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4Ps Marketing Strategy in Film Industry

The document discusses applying the 4Ps marketing concept - product, price, place, and promotion - to the movie industry. It describes movies as intellectual property that can be distributed through theaters, home video, soundtracks, merchandise, and more. Pricing varies widely between theatrical releases, rentals, downloads, and more. Movies are distributed through traditional theaters as well as new venues like the internet, phones, and portable devices. Promotion occurs at all stages as producers market to investors, distributors to exhibitors, and consumers to each other.

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126 views2 pages

4Ps Marketing Strategy in Film Industry

The document discusses applying the 4Ps marketing concept - product, price, place, and promotion - to the movie industry. It describes movies as intellectual property that can be distributed through theaters, home video, soundtracks, merchandise, and more. Pricing varies widely between theatrical releases, rentals, downloads, and more. Movies are distributed through traditional theaters as well as new venues like the internet, phones, and portable devices. Promotion occurs at all stages as producers market to investors, distributors to exhibitors, and consumers to each other.

Uploaded by

rg_gamanagatti
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

4Ps concept applied on the movie industry as a whole

PRODUCT
For a movie to selected by the audience on the basis of the content, it needs to be clearly identifiable in
its marketing — genre, stars, story, special effects, style all need to be presented aptly. A movie product
is the intellectual property that can be ported to a variety of deliverables: theatrical exhibit, non-
theatrical exhibit, video tapes, DVDs, CDs of the soundtrack, collectible editions, television and cable
broadcast, Internet-served etc. Then there is merchandising such as clothing, toys, games, posters.
Another product dimension is that of franchise rights, endorsements, product placements and a host of
offshoots that are bought and sold, leased and rented. The movie business is one of the most complexes
in the communications industry because of its creativity, its diversity and its continual explosions of
technological delivery options.
PRICE
At first glance, pricing in the movie industry seems very standardized. At any multiplex is cinema hall, a
movie ticket costs the same for all movies, doesn’t it? But if we look into the broader definition of the
movie product just defined, then the prices fluctuate widely.
A distribution contract can be structured in many ways that result in very different returns for the
producer, the key creative talent, and even the distributor. Elements that are negotiated include:
 Theatrical release schedules
 Territories and market segments
 Revenue splits, percentages and order of payment
 Promotion budgets (P&A)
Apart from these pre consumer stage pricing differences, we see a wide range of pricing structures such
as theatrical tickets, group 4-wall rentals, title rentals, title sales, special releases, subscription services,
festivals, downloads, delayed broadcasts, pay-per-view, licenses, bundled deals, cable channels and now
we have movies and games on cell phones, on iPods — on electronic billboards.
Scriptwriters sell to producers. Producers sell to investors and distributors. Distributors sell to exhibitors
and chain stores and Internet dealers. Retail stores sell to communities (groups) and individuals and
families. Families “sell” to friends and more family. Even word of mouth has a price.
Pricing has become a global issue. The release of a DVD has always been timed to protect the theatrical
revenue model. But with piracy at record levels globally, a variety of pricing — and timing — strategies
are being tested, like pricing the DVDs very cheaply.
PLACE
With the ever-inventive entrepreneurial energy in the entertainment world, people find venues for
entertainment sales not only through traditional theatres and broadcast, but on street corners, in
homes, over the Internet, over phones (caller tunes), through clubs etc. Options for delivery of the
movie product are exploding: movies, games, music, news, and educational content. Distribution takes
place through theatres, rental stores, sell-through stores, catalogues, non-theatrical groups, the
Internet, even cell phones and the latest new media gadget.
PROMOTION
Promotion is a powerful marketing tool, not only during the premier of a new product, but throughout
its lifecycle. Producers create the end-product for the consumer, but they seldom market that product
directly to the consumer. They market their story to investors and distributors. Distributors market to
exhibitors, retailers and sub-distributors. The theatre exhibitors, retailers, store clerks, and Internet
strategists market to the end consumers. And then, to top off this complex stew, some consumers even
market to other consumers – their family, friends and co-workers.

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