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MID-SUMMER 2000 VOL.8 UrbanTrends ® A quarterly newsletter published by MOTIVATIONAL EDUCATIONAL ENTERTAINMENT Making Money Out the Box MEE’s research shows that "authenticity" is the key to creating one. It should be specif- ically developed with the sensibilities and edge of the urban community in mind. MEE has provided market research and execut- ed entertainment marketing campaigns for some of the most popular films over the last MEE Theater presents... decade. They include comedies such as Friday and its sequel Next Friday; action THETHE NEXTNEXT films like Set It Off, Dead Presidents and Nothing To Lose; and romantic stories such BOXBOX OFFICEOFFICE as The Best Man, Jason’s Lyric and Love Jones. Resulting marketing campaigns BLOCKBUSTER!BLOCKBUSTER! have included print material (posters, palm cards/stickers), radio and television com- mercials, along with non-traditional market- NOW SHOWING! ing strategies. ...Continued on page 2 What’sInside With an explosion of movie offerings, the Urban youth and young adults, trendsetters competition for audiences is more intense for popular culture in America and around AT THE MOVIES: HOW TO than ever. More and more, even the urban the world, consume films in large numbers, INCREASE CHANCES FOR A market, once overlooked and underesti- going to an average of three to four movies STRONG OPENING WEEKEND mated, is bombarded by a multitude of a month. By capturing their attention, stu- competing films. That means advertisers dios and distributors increase the chances HEN DULT ALES ATE and marketers must be more creative in of getting a strong start at the box office. W A M D their attempts to reach potential moviego- We know that many entertainment trends TEEN FEMALES: IS IT ers and to influence pivotal peer-leaders. begin with "hip-hoppers," with all other EXPLOITATION?? The greatest film in the world is no good demographic, ethnic and cultural groups . PAGE 3 without a campaign to put people in movie gradually following. Youth in America’s inner theater seats, so studios need to work cities, with their extraordinary peer-to-peer XCERPTS FROM S harder to positively differentiate their films. network, generate tremendous word-of- E MEE’ Despite the fact that African Americans are mouth, especially on that all-important first AWARD-WINNING ETHNIC high consumers of movies, it still takes a weekend at the box office (a phenomenon MARKETING PRESENTATION cultural sensitivity and financial commit- that often determines the success or failure . PAGE 4 ment to develop a loyal audience base of an urban-market film). Creating that among them. "buzz" is critical to ensuring a sizable HERE O RBAN OUTH turnout and a long, profitable run for an W D U Y One of the most effective types of commu- urban-interest movie. FIND THEIR LEADERS? nication for promoting urban films is peer- . PAGE 5 to-peer networking, which generates word- What’s needed is an effective, culturally-rel- of-mouth interest for a film. evant marketing/advertising campaign, and Making Money (continued) FromTheEditor Developing the Buzz great word-of-mouth. In addition to the UrbanTrends continues to evolve to To get those big box office numbers on the students themselves, marketers who use meet the needs of our subscribers. first weekend, the hip-hop community is this strategy have access to their instruc- We’re always open to new ideas to often the key. First, you must take your tors, college employees and the surround- make this publication the essential campaign to where the audience is. Use ing community, which often has historical tool you turn to when you want infor- creative marketing techniques that incor- and emotional ties to HBCUs. mation and insight about today’s porate non-traditional marketing channels urban scene. that allow messages to be crafted in a lan- Promoting films to urban audiences can guage and style which might otherwise be also continue after they leave the neighbor- We’re trying out some design restricted. These strategies, such as local, hood theater. Those movies are quick to changes in this issue. Now, all of our grassroots promotion through street turn up on video home rentals and on cable great content is summarized right on teams, merchandise giveaways, under- television, where a significant portion of the the front page, so you’ll know right off ground media and event marketing, profits on these films are made. Research what authentic and useful "insider’s" expand the viewing audience. The goal is shows that urban audiences rent a lot of information MEE has uncovered to generate awareness and exposure at movies for home viewing, with VCR pene- through researching the latest trends critical contact points in urban communi- tration at more than 94% in Black homes in urban communities. This issue, in ties, and to get the audience immediately (compared to the national average of 85%). particular, delves into real-life scenar- involved in marketing efforts. These multiple viewing opportunities provide substantial opportunities for profit-making to ios involving some of the most impor- The most common and effective way of film marketers who know how to effectively tant relationships of our lives. Some target an audience which generates nearly of these trends may be personally meeting those goals is through neighbor- hood-level marketing and distribution of $10 billion in ticket sales each year. disturbing to adults, but without available promotional materials: posters, UT knowing the reality of young people’s stickers, videos, etc. Our focus group par- thoughts and feelings, you cripple any ticipants consistently identify free movie- e A new magazine entitled "Girl," is efforts to meet them where they are related merchandise as being an important and persuade them to make more factor in generating word-of-mouth inter- aiming its attention at one of our informed and healthy choices about est. The key is to successfully identify nation’s most underrepresented their lives. It’s a challenge to hold on where the target audience hangs out (i.e., groups: young African American to that perspective in the face of bit- shopping malls, hair & nail salons, basket- women. The magazine, which focuses terness, distrust and feigned disinter- ball courts, video arcades, etc.) and what on beauty tips, fashion and entertain- est, but one that is essential to mak- community-based events should be blan- ment, stresses individuality, cultural ing any real and lasting difference. keted with materials. awareness, and positive self-image for young teens. Girl magazine has been It's hard work, but it's also exciting MEE has also found Black colleges and backed by the celebrity weight of such and rewarding. At MEE, our entire urban community colleges to be effective prominent African American and staff has made the commitment to launching points for urban films. Historically Latina contributors as Destiny’s Child, stay true to our socially-responsible Black colleges and universities (HBCUs) Jennifer Lopez, Jada Pinkett, Erykah foundation. We all contribute to the are key points of intersection that not only Badu, Lil’ Kim, Da Brat, and Christina effort to share what we have serve a breadth of potential African Aguilera. learned—different perspectives, dif- American consumers, but also enable ferent styles, but all with a "window" on urban life across this country and e From the "we-could-have-told-them-that" file, four national health associations around the world. Thanks to all of recently linked violent entertainment children see—on television, in movies and them for their input and to you for video games— with violent behavior. The American Medical Association, continuing to support UrbanTrends. American Academy of Pediatrics, American Psychological Association and American Academy of Child and Adolescent Psychiatry issued a joint statement saying that "prolonged viewing of media violence can lead to emotional desensi- tization toward violence in real life." The group based its conclusions on more than thirty years of research in the field, and asserted that children exposed to violent programming tend to see violence as an acceptable way to resolve con- Pamela M. Weddington flicts. Those children are also said to have a higher tendency for violent and [email protected] aggressive behavior later in life. Associated Press – 2 – MEE’s Ethnic Marketing Model MEE was invited to share some of its research MEE’s ETHNIC MARKETING MODEL insights at an international ethnic marketing con- ➡ ference in Paris in July. The ESOMAR seminars bring together some of the top minds in opinion DELIVERY➡ OF MESSAGE and marketing research from around the world. MEE’s paper, "African-American and Latino Youth Phase 1 ➡➡➡➡ Consumer Study" was voted a "Best of Phase 2 Phase 3 Phase 4 Conference" Award. Here’s a brief excerpt from ENTERTAINMENT INSTITUTIONS INTERPERSONAL COMMUNITY our award-winning presentation. Look for more Introduction Repetition/Initiate Enable or Continue Reinforcement on the subject in an upcoming issue of and Exposure Discussion Dialogue/Discussion of Message UrbanTrends. • Urban Film Theatres/Chains • School Tours • Video & Teacher's Guide • Print, Radio & TV PSAs • Out-of-School Programs • Peer-to-Peer Outreach In today’s urban market, it is not enough to (National) • Billboards, Transit have an outstanding product or service. If Posters, etc. you don’t market that product/service in a way that urban audiences can understand • Home Video Release Retail Video Rentals • Youth Conference and • Churches and appreciate, then all your efforts will have • Prisons and Detention Workshops • Music Video Programming Centers • After School Events been in vain. Effective campaigns must be • Community Centers • Television Specials/Cable • Government Agencies based on the Oral Communications Culture • Print Articles/Essay ➡ • Libraries ➡ model, which most urban populations sub- ➡ Contests ➡ scribe to. With a decade of organizing and marketing experience, MEE has determined five key stages to an effective marketing campaign for urban populations: WITH PRO-SOCIAL MESSAGES Stage One: REACHING URBAN YOUTH Introduction and Exposure The first step is to introduce your mes- Stage Three: Stage Five: sage/s to the target audience.