Film Advertising

Film case studies

Frozen, Get out, Bait

Disney is a conglomerate and has creative control over film productions.

Walt Disney animation is one example of a subsidiary within the conglomerate. 

The company has access to multiple platforms for cross-promotion and synergy.

Video on demand

Nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix and YouTube. 

Disney owns the Disney channel (TV) but also Disney Life, a VoD allowing it to compete with the likes of Netflix.

Cinema and marketing

Why do people go to the cinema, what makes you choose that film?

Within the marketing campaigns of many films, they highlight the cinematic appeal such as using phrases like 'HD'. In addition, the advertising emphasises that the film will be shown in cinemas first and therefore people who want to see the film before receiving any spoilers will be likely to visit the cinemas. 

Some ways films are advertised: billboards, bus posters, radio trailers, video trailers, social media clips. 

Frozen case study.

Marketing and distribution.

Frozen was released in November 2013.

A Disney animated film, it had an estimated budget of $150,000,000 and went on to gross $1,282,000,000 worldwide.

Digital advertising.

Frozen has a YouTube channel with songs from the film, the trailer, and more. 

YouTube is a good platform as YouTube kids are very popular.

The channel has over 10 million views and 3.5 million subscribers.

Frozen website: both marketing and distribution

Traditional advertising

Billboards and posters

These focus on Olaf as a false undersell 

Exam question

January 2020- Q3A&B

Identify four advantages of a conglomerate ownership structure. (4)

Full creative control, specialised in a variety of fields, synergy to produce a better product, high budget 4/4

Explain how one institution you have studied used its conglomerate ownership structure to advertise one of its digital media brands or products. (3)

Disney used its conglomerate ownership to advertise the release of its new film 'Frozen' through the use of their social media presence, they created a YouTube account to post clips and trailers to promote and create awareness for the film. A conglomerate is a large company that also own smaller businesses an example of this is Disney owning Marvel and ABC TV. In addition, the trailer was shown over both social media platforms as well as more traditional methods such as showing the trailer on TV and in this way boost overall awareness for the film. 2/3 speak more about the social media aspect. 

Comments

  1. JCoSS Media Dept27 April 2022 at 06:47

    Explain how one institution you have studied used its conglomerate ownership structure to advertise one of its digital media brands or products.

    This is good, however you need to show your understanding of a conglomerate. What would be goos is if you could expand on this and think more about Disney as a conglomerate i.e. how does it use its conglomerate structure? = When you've made your points, link to Disney+ , the Disney stores, Disney social media accounts etc.

    Miss C

    ReplyDelete

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