Film Marketing in the Finnish Marketplace
Garavet, Gabriela (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121726793
https://urn.fi/URN:NBN:fi:amk-2021121726793
Tiivistelmä
The objective of this thesis project was to research film marketing and its tools to define how film marketing can support and ensure the commercial success of a film. As films are experi- ence goods, they differ from commodities and services but are also very different from events and similar experience goods. The purpose was to define clear film marketing activities and tools to support the commercial success of a film. This thesis was commissioned by Helsinki- Filmi, a leading production company in the Finnish film industry.
The theoretical framework of thes thesis is constructed from a variety of literature consider- ing film marketing and marketing in general. Some online sources were also used in creating the theoretical framework for this thesis.
The methods used in the research were qualitative semi-structured interviews with industry professionals who work in film distribution as distribution companies plan and execute film marketing strategies in Finland. The questions used in the interviews can be divided into two categories: moviegoing and commerciality and film marketing.
The research uncovered many findings, but the key results concerned the means of measuring and the elements of successful marketing, and the tools used for marketing. The most im- portant measure in film marketing in Finland was found to be audience attendance in thea- ters. A secondary measure for commercial success was box office, or how much revenue the film generated. Measures for film quality are critic reviews and awards recognition. Important factors to consider in film marketing were found to include timing the release on the best date possible, knowing the target segment, and communicating to the target segment what the film is about. The core of film marketing was found to be building awareness of the film in the target segment. The film marketing tools identified include different media platforms, trailers, posters and other artwork, and stills from the movie.
Recommendations to improve film marketing actions were derived from the research findings. The first suggestion related to trailering since research showed that trailers are the best way to market a film. The recommendation was to negotiate more time for trailers at the movie theater. The second suggestion was to involve and engage the audience more in film market- ing campaigns and to make them more interactive.
The theoretical framework of thes thesis is constructed from a variety of literature consider- ing film marketing and marketing in general. Some online sources were also used in creating the theoretical framework for this thesis.
The methods used in the research were qualitative semi-structured interviews with industry professionals who work in film distribution as distribution companies plan and execute film marketing strategies in Finland. The questions used in the interviews can be divided into two categories: moviegoing and commerciality and film marketing.
The research uncovered many findings, but the key results concerned the means of measuring and the elements of successful marketing, and the tools used for marketing. The most im- portant measure in film marketing in Finland was found to be audience attendance in thea- ters. A secondary measure for commercial success was box office, or how much revenue the film generated. Measures for film quality are critic reviews and awards recognition. Important factors to consider in film marketing were found to include timing the release on the best date possible, knowing the target segment, and communicating to the target segment what the film is about. The core of film marketing was found to be building awareness of the film in the target segment. The film marketing tools identified include different media platforms, trailers, posters and other artwork, and stills from the movie.
Recommendations to improve film marketing actions were derived from the research findings. The first suggestion related to trailering since research showed that trailers are the best way to market a film. The recommendation was to negotiate more time for trailers at the movie theater. The second suggestion was to involve and engage the audience more in film market- ing campaigns and to make them more interactive.