A Case Study Comparing Marketing Campaigns in Film with Research into Models of Distribution and Marketing in Cinema

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A Case Study Comparing Marketing Campaigns in Film with Research into Models of Distribution and Marketing in Cinema

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Comparing marketing, film, models of distribution, marketing in cinema, marketing campaigns, marketed to audiences, digital marketing, finances, cinema, distribution of film, social media

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Abstract

In this case study we will be looking at the marketing campaigns of two films, one before the digital age truly began and one during the boom to see how they both were marketed to audiences and how successful it was in terms of profit return and critic consensus. Before we get into the main portion, however, we believe it to be best to look at marketing and distribution leading up to the 21st century to see how it has developed in recent years.

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[...] DeFillippi, R. (2014). International Perspectives on Business Innovation and Disruption in the Creative Industries. Cheltenham: Edward Elgar Publishing, p Ebert, R. (2009). Paranormal Activity movie review (2009) Roger Ebert. [online] Rogerebert. com. Available at: https://www.rogerebert.com/reviews/paranormal-activity-2009 [Accessed 20 Nov. 2019]. Gleiberman, O. (2009). [...]

[...] The Blair Witch Project. (1999). [film] Directed by E. Sanchez and D. Myrick. Maryland: Artisan Films. The Crown (2016). [TV programme] Netflix. The Irishman. (2019). [film] Directed by M. Scorcese. [...]

[...] Hollywood Had a Terrible 2017. [online] Bloomberg. com. Available at: https://www.bloomberg.com/news/articles/2018-01-02/hollywood-s-2017-is-a- bomb-as-moviegoing-slumps-to-25-year-low [Accessed 19 Nov. 2019]. Savlov, M. (2009). Movie Review: Paranormal Activity. [online] Austinchronicle. com. Available at: https://www.austinchronicle.com/events/film/2009-10-09/paranormal- activity/ [Accessed 20 Nov. 2019]. [...]

[...] (2007). [film] Directed by O. Peli. Hollywood: Paramount. Reynoso, D. (2013). Top 10: Indies at the Box Office. [online] The Hollywood Reporter. Available at: https://www.hollywoodreporter.com/gallery/top-ten-independent-films-at- 562487/6-5-the-blair-witch-project [Accessed 20 Nov. 2019]. Sakoui, A. (2018). [...]

[...] Marketers aren't just creating trailers to show the best moments of the film, they're creating entire campaigns to generate interest and audience appeal. One of the best viral marketing campaigns in recent years was for Chronicle (Trank, 2012) where they created remote control planes that looked like people and flew them around New York City, with many members of the general public recording them and publishing them on social media, generating over 5 million views on YouTube. The campaign was also spotted by many local news outlets such as NBC. [See Appendix. III. [...]

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