Nowadays, promotional process of the commercial movie works become essential, especially due to the fierce competitions in film market. All film makers want audiences discover and be appealed to their works. Thus, promotion diversity comes.
Traditional Method:
#1 Press Release
Many film
production firms and distributors send pitches to film editors among various
target media to post their press about new works. However, this traditional
tool needs following promotional methods to offer newsworthy resources.
 |
| Movie News Page at IMDb.com |
#2 Video Release
It is traditional
to edit series of trailers showing through theaters, televisions and website to
attract all kinds of audiences.
 |
| DreamWorks TV official channel at YouTube.com responsible for releasing film preview videos |
#3 Press Conference
Prior to getting
shown, many films tend to hold many kinds of press conference to make news and
attract eyes. Some of them even hold first-showing conference to some reporters
and film critics to create deep discussions among audiences.
 |
| Chinese movie "Golden Era" held its press conference in Nanjing. |
Creative Method:
HARD Mode
This refers to
present films’ names very clearly and directly to the public.
#1 Advertising
Films now start to
make posters covering every corner of its target market country, even in a
place originally impossible for advertising.
 |
| Chinese movie "Gone With The Bullet" makes advertisement in fields using grass to spell film's name and releasing date. WORDS AS SHOWN "3D Great Movie: Gone With The Bullet, December 18, Jiang Wen" "Gone With Bullet" Creative Field Advertisement Video, CLICK HERE |
#2 Re-Sponsorship
Previously, films
need investments to support its making. Thus there are many brands inserting in
some films. But for now, films themselves can sponsor other project and make
marketing amazing.
 |
| "Gone With The Bullet" also cooperates with China Open tennis game releasing its own postcard-like memorial tickets and setting a visiting room with its posters and stage photos on the wall. WORDS AS SHOWN "Just One Step Between You And China Open" |
SOFT Mode
This refers to “hide”
films’ brands behind a well-designed campaign.
#1 TV Show
The combination of
popular TV programs and new films is an efficient way to direct audiences to
theaters. People who love to watch TV will receive the info that a new film is
coming soon. And they also could identify which directors and actors mainly
create this work because many creative staff will attend the TV shows.
 |
| The famous actors in Chinese new film "Breakup Buddies" attended Chinese popular TV show "The Voice of China". |
#2 Spot Event
Films begin to walk
along the street to attract people’s eyes. The events are creative, novel and
excellent enough.
 |
| Several muscle men were dressed up as Sparta warriors in London promoting the DVD releasing of "300: Rise of an Empire". |
Various innovative methods of film promotion reflect the fierce competition in film market. Also, they are products of increasingly advanced media. Film promotion is a proactive behavior for filmmakers to close the relationship with audiences, aiming at promoting sales. Similar to film makers, PR professionals also need to proactively build relationships with both media and customers in advance via different media platforms, including Twitter, Blog and YouTube. Such proactive behavior is the key in the process of building a high reputation as well as making profits for any corporations or organizations.
ReplyDelete