List of marketing terms

1. MOVIE MARKETING GLOSSARY
You may find the following words help you describe and analyse a movie marketing
campaign:
Awareness
what marketing seeks to create - when audiences know
something about the content of a film (stars, plot premise etc)
and when it is going to be released
Buzz Positive word-of-mouth
Day and Date
Release
Simultaneous distribution of content on different platforms (e.g.
a movie released on DVD and VOD on the same day)
Distributor
Business entity that buys the rights to sell a film to the cinema,
video and TV markets. All blockbuster movies are made with the
distribution rights pre-sold or arranged as big studios have their
own distribution arm. Smaller, or independently produced
movies often have to wait till they are completed before anyone
will buy the distribution rights
Exhibitor
Cinemas - usually large chains of cinemas ( Cineworld or Odeon
in the UK)
Hold-over
When a film plays for longer than originally intended, perhaps
because of large audiences, or winning an award
Interactive
Building a brand through a 'conversation' with the consumer,
usually online e.g. a Facebook fan page where consumers leave
comments and download images and videos
Junket
Held either on the set or at a hotel, members of the press are
invited to meet the talent, doing either round table or one-on-
one interviews. A nice lunch and swag bags may or may not be
provided, depending on how much the studio wants to impress
the journalists.
Key art The central concept or design used in posters and print ads
Merchandising
The process of manufacturing, distributing, licensing and sale of
T-shirts, toys, posters, key-rings etc that contain characters or
designs from a movie
Platform
release
A limited opening at key cinemas to develop word of mouth.
Once a good buzz has been achieved, the movie will open at
more cinemas (wide/blanket/saturation release – some films will
open straight away with this.)
Playdate Date of release of a film in a specific market

2. Press kit
The pack given to journalists containing such things as still
photos, press release, biographies of main personnel. Some
press kits are unusual and inventive, and contain small gifts as
a not-very-subtle persuasive tactic to get the journalist to be
nice about the film
Primary
Audience
The main target audience of a film, those who are likely to go
and see it on its opening weekend, or even start queuing up six
months before it is released
Secondary
audience
The audience who will only go and see a movie after they have
heard about it - either from friends or from reading reviews -
and have been persuaded that it is worth seeing. They will not
risk it on its opening weekend
Tagline
The one-liner summing up the story which appears on posters
("Same planet. Different scum" etc)
Teaser Trailer
A short trailer which does not give very much at all away about
a film. It is designed to arouse curiosity and may appear a long
time prior to the release of a movie (6-8 months)
Tie-ins
Promotional campaigns (Happy Meals, car tvcs - you name it)
where another company gets together with the film company
and they promote their products jointly
Trailer
A 'sample' of the best points of a film which works to create
awareness in audiences. Can be anything from 30-180 seconds
long
Twitter
bombing
Moviegoers now tend to tweet the moment they leave a
theatre, and the mass of their opinions can have an instant,
harsh effect on ticket sales. This effect is noticed when early
screenings on the opening day for an anticipated movie sell
well, but later screenings are empty.
Viral
use of pre-existing social networks (E.g. YouTube) to "spread
the word" about a movie. Like a virus, a short video clip can
pass from one consumer to another. The Cadbury's Gorilla
advertising spot became a global viral phenomenon, thanks to
YouTube.
Word-of-mouth
The general public attitude to a movie - what people tell each
other about it. This is thought to be the most important
ingredient for box office success