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. Since urban Initiate Discussion Mainstream Reinforcement populations are overwhelming consumers It is crucial to invite dialogue and discussion Once the community has had a chance to of television and radio, these two media are with your target audience around your voice its thoughts and feelings about your highly effective in achieving this first step. product/service in order to begin the oral product/service, it is best to reflect that feed- Your initial effort should present your key communications cultural process, which back in a final effort which uses mainstream message in an interesting, yet straightfor- thrives upon debate (see UrbanTrends Vol. sources. Examples include the minority ward manner. You only have one chance to 5). Community-based organizations (CBOs) press, public service announcements (PSAs), make an initial impression, and this first are a good tool for transmitting messages, churches, and other public forums. By incor- message will serve as the foundation for because of their credibility within the communi- porating community feedback, marketers later messages to build upon. ty. Sponsored programs affiliated with CBOs make the target audience feel both legitimate Stage Two: almost guarantee that your message gets and important, which is vital in building con- through to the local population. sumer loyalty. Such a strategy suggests to Repetition your audience that your organization actually The repetition of your message on television Stage Four: is interested in its welfare, and will gain your or radio means that your key points will be Enable Dialogue company favor with an population not used given time to sink in, and will garner greater For a message to be given genuine cre- to such sentiments from either the public or name recognition once you advance into your dence by an urban population, it is vital to private sector. campaign’s later stages. Another good medi- allow that audience a dialogue with the um for message repetition is transit advertis- message sender. This is done by allowing ing/public transportation outlets. As with for repeated argument/counterargument These five stages are the best way to ensure radio, transit ads give your message a interaction between the message sender that your marketing campaign resonates with chance to be seen in a public and social set- and the community. In doing this, you build the urban audience you are trying to reach. ting, thereby increasing the chance of aware- respect and positive sentiment for your Significant opportunities exist for companies ness, interest, and word-of-mouth. Street company and campaign. This dialogue can willing to take the extra steps necessary to teams or grassroots marketing are more be sustained through key centers in urban communicate with urban populations on their proactive ways to generate word-of-mouth, communities. Hair/nail salons and public own terms. Developing a relationship built on and allow the marketer to target precisely the housing areas are good locations, especial- respect and trust promises to be a profitable audiences they want. ly for reaching urban females. one for astute enterprises. – 3 – UT Leadership: Do Urban Youth DidYouKnow? Follow a Different Drummer? A nationally-syndicated comic strip is turning heads and raising eyebrows. "Boondocks," a strip created by 26- year old Aaron Magruder, chronicles the experiences of African American kids growing up in a white suburb. "I consider myself a commentator," says Magruder, rejecting the traditional role of comics as strictly humor or entertainment. While the strip has drawn some criticism from mainly older white (and some black) readers, Magruder insists, "The most liberat- ing thing that black people can do is The state of Black leadership is one of the As for well-known, national African- to stop worrying about what white most commonly misunderstood aspects of American figures, these youth were prag- people think about us. You must rep- contemporary African-American life. While matic. They identified with and celebrated resent your own reality." the mainstream media often paints African- certain aspects of these individual’s lives, Americans as a monolith under the guid- but rejected any notions of them as repre- ance of a few, selected political or social sentatives for all Black people. For A national study by the Annie E. "leaders," in reality this is far from the truth. instance, Jesse Jackson was lauded by Casey Foundation found that overall some for his "intelligence and strength," yet Even the common assumption that profes- poverty rates decreased from 1990 to youth were suspicious of the fact that he sional athletes take on leadership roles 1997, but that the number of children (even against their will) for African-American was one of the few figures ever called on by living in extreme poverty has not youth is not truly accurate. the media to explain "the Black condition." changed. Around one in five American While the youth identified with Louis children is poor, and one in seven, MEE conducted eight focus groups at six Farrakhan’s calls for Black economic indepen- approximately 9.2 million, is in "seri- Historically Black Colleges/Universities dence and empowerment, they also were dis- ous distress," according to the report. (HCBUs) to talk to African American youth mayed at the media’s insistence on portraying According to the U.S. Census Bureau, about their views on the current state of him as "the" national Black spokesman, a family of four earning less than Black leadership. The students, from because they disagreed with many of his $16,530 is living in poverty. Hampton University (VA), Morehouse other, more inflammatory statements. College (GA), Clark-Atlanta University (GA), Cheyney University (PA), Bowie State Under recent leadership, more mainstream A recent survey of 405 African University (MD), and Howard University African American organzations such as the American adults in Mobile (Alabama), (DC), were between the ages of 18 and 25. NAACP have made a more concerted effort Oakland, and Philadelphia by the to reach out to the hip-hop generation. Work Family Violence Prevention Fund We found that these African-American remains to overcome youth’s inherent mis- (FVPF) showed that two-thirds of youth were largely skeptical of high-profile trust of any individual or group which is per- those surveyed felt that domestic vio- African-American "leaders," although they ceived as being too close to the traditional lence is one of the most important did find some positive aspects in them. power structure. Perhaps a clue about how issues facing their community. 43% of Most students did not feel that national fig- to galvanize African-American youth can be respondents said they had strong rea- ures spoke for them, or for others their age. found in our research. Rather than invoking son to believe that someone they They were quick to point out that heading a national African-American "leaders," go to know was physically abused by a hus- national Black organization does not make local community centers and places where band or boyfriend in the last year. 87% one representative of the Black community, youth hang out. Often, you will find that the said that they would offer help to an important point that the mainstream most important and influential leaders are right in someone they knew was being abused, media rarely grasps. Because of the distrust youth’s back yards. Many parents and youth but 33% said they would tell a battered of mainstream media, the "word on the service providers are unaware of the full extent of woman to stop doing whatever made street" within their own community often the influence they have on their sons and daugh- the batterer so angry. determines their views and leaders. Many of ters, and some of the most effective youth orga- the youth looked to their parents or other nizing engages parents and concerned adults Sources: Philadelphia Inquirer, neighborhood adults for guidance. as intermediary message senders. UT Associated Press – 4 – Predator or Protector: The Older Man and Teen Female

communities. How much attention is paid than a woman their own age. Though pro- to it now often depends on the social sta- viding financial support may be necessary, tus of the participants. When popular the male perceives that he will not have to comedian and actor Jerry Seinfeld dated provide as much time or money to satisfy a an ex-girlfriend who was teenager at the teen female. Instead, they can have a "low time the relationship started, there was little maintenance" relationship, where there may sanctioning from his adoring public or soci- not ever have to make any kind of "formal- ety at large. He was not labeled a predator, ized" commitment. Unfortunately, a number exploiter or sexual abuser. However, when of these men do enjoy exerting power and a low-income, nineteen year-old African control over younger girls by being manipu- American male dates a fourteen year old, it lative and working to "train" the females to is highly unlikely that he will receive the meet their expectations. Depending upon the same laissez-faire treatment. In both situa- female’s age, she may be too inexperienced tions, the participants themselves may to hold her own and exert her independence. have perceived their relationships as strong and healthy. Yet outsiders’ responses often MEE’s research shows that, within the In dating relationships, at what point does diverge, especially when society is asked to minority community, there is a silence about the age difference between partners pick up the cost. these cross-age relationships, both inside become a matter of societal concern? Do the family and among peers. Many believe we have one set of thoughts when a female Young women may seek out these relation- that no one is getting hurt and that many of is thirteen and her male partner is seven- ships out of a need for security. MEE’s these men are no worse than the teen teen? Does it matter to us at all if a female research uncovered instances where males young girls could be involved with. In is seventeen and her male partner is twen- young females are pushed by their mothers other cases, parents are facing too many ty-four? Is this a problem, or is it the way to find a "man" that will be better able take other daily challenges to cope with taking things are and always have been? care of them than a "boy" who might be her on the age-appropriateness of their daugh- age. In other cases, young women seek ter’s boyfriend. The troubled state of male-female relation- out responsible, financially-secure men on ships in the African American community their own, without being pushed by their While it is possible for relationships to be (and across the board, for that matter) is mothers. Many of these men have finished mutually healthy regardless of age differ- well-documented. Black men and women school or have dropped out to get a job ence, there are, at the least, legal and emo- have even more challenges in maintaining and their earning power is more attractive tional consequences for both parties when relationships, especially as they are forced to a teen female. Those males seem partic- adult males engage in relationships with to deal with numerous socioeconomic ularly attractive in situations where there is females who are minors. The possibilities forces that make day-to-day existence a no father or older male in the household to for exploitation are increased in such sce- struggle. Numbers in the Census data act as protector. narios. Empowering teen girls to, in spite of reflect the increasing number of infants the socioeconomic challenges, take control being born to underage, single young Why would an adult male become involved of their lives and make the healthiest choic- women, who often are unable to care for with a teen female? The allure and beauty es for themselves and their future means themselves and their child. Many social ser- of youth cannot be overlooked. In addition, that they will be less dependent on a male vice agencies have reported a trend in many men seek out younger teens who partner to achieve their goals. Such inde- which those mothers list an adult male as they feel are less "used up" sexually, believ- pendence and self-determination can only the father of her child. ing that they have been less exposed to be a boon to strenthening the fabric of fam- promiscuity and diseases. For others, a ilies and communities in the inner city. The experts share two varied opinions on younger female is seen as less threatening this issue. Some believe the problem is very clear and evident, that young girls who UT have sexual relations with adult men are being exploited at a young age. On the i African American directors are breaking box office records this summer, even other hand, some experts share an oppos- as the movie industry as a whole is facing a ticket sales slump. Films from ing view. They argue that this is not in fact, Keenan Ivory Wayans (Scary Movie) and John Singleton (Shaft) are reaping rev- a problem, but an acceptable cultural reali- enue far beyond the pre-release expectations of most Hollywood pundits. The ty which is "as old as the hills." slasher film parody Scary Movie, which opened at #1 its first weekend, has already earned more than $116 million, and is now the highest-grossing box In our society, we have always had cases office film by a Black director. The record was previously held by Sidney Poitier’s of older men and teenagers forming rela- Stir Crazy, made two decades ago. Scary Movie’s diverse casting is likely to have tionships and marrying. Fifty years ago it contributed to its crossover success. DiversityInc.com was commonly accepted across ethnic – 5 – Subscription Coupon _____ YES, Please send me a one-year subscription (four issues) of UrbanTrends at the rate of $79.00 What’sNext... _____ YES, Please send me the next issue of UrbanTrends for $39. Coming to you in the next

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