Integreret cross promotion i den danske mediebranche - set gennem Polle Fiction og Modeljagten Københavns Universitet Institut for Film- og Medievidenskab Medievidenskab Cathrine Elle & Johanne Høegh Langvad Vejleder: Ib Bondebjerg 2003 Juli INDHOLDSFORTEGNELSE DEL 1.........................................................................................................................................5 1.1 INDLEDNING ................................................................................................................5 1.1.1 Cases..........................................................................................................................5 1.1.2 Definition af cross promotion....................................................................................7 1.1.3 Opgaveformulering....................................................................................................9 1.2 TEORI OG METODE ...................................................................................................9 1.2.1 Afgrænsning ............................................................................................................12 DEL 2.......................................................................................................................................14 2.1 MARKEDSMODELLEN OG OFFENTLIGHEDSMODELLEN ..........................14 2.1.1 Reklamekritik ..........................................................................................................16 2.2 REFLEKSIV MODERNITET OG INDIVIDUALISERING ..................................17 2.2.1 Den refleksive modernitet .......................................................................................18 2.2.2 Individualisering......................................................................................................18 2.2.3 Konsumkulturen ......................................................................................................19 2.2.4 Identitet og livsstil ...................................................................................................21 2.3 REKLAMESKEPSIS...................................................................................................22 2.3.1 Den naive forbruger.................................................................................................23 2.3.2 Det fragmenterede mediebrug .................................................................................24 DEL 3.......................................................................................................................................27 3.1 BRANDING ..................................................................................................................27 3.1.1 Corporate branding..................................................................................................30 3.1.2 Branding, identitet og livsstil...................................................................................32 3.2 NARRATIVISERING..................................................................................................34 3.2.1 Narrativisering i tv-reklamer ...................................................................................36 3.3 PROMOTIONFORMER I MEDIEBRANCHEN.....................................................41 3.3.1 Product placement ...................................................................................................42 3.3.2 Sponsering ...............................................................................................................45 3.3.3 Merchandising .........................................................................................................46 3.3.4 Tie-ins......................................................................................................................47 3.3.5 Co-promotion ..........................................................................................................48 2 3.3.6 Programming ...........................................................................................................49 3.4 HIGH CONCEPT FILM .............................................................................................50 DEL 4.......................................................................................................................................53 4.1 MOBILBRANCHEN ...................................................................................................53 4.2 MAGASINBRANCHEN..............................................................................................56 4.3 FILMBRANCHEN.......................................................................................................58 4.3.1 Tendenser i den danske filmbranche .......................................................................60 4.4 TV-BRANCHEN ..........................................................................................................63 4.4.1 Finansieringsproblemer i tv-branchen.....................................................................63 4.4.2 Problemer med digitaliseringen...............................................................................64 4.4.3 Den tekniske udvikling............................................................................................65 4.4.4 Positionering af de kommercielle tv-kanaler...........................................................68 4.5 OPSAMLING PÅ DEL 2, 3 & 4..................................................................................70 DEL 5.......................................................................................................................................73 5.1. CASE – POLLE FICTION..........................................................................................73 5.1.1 Polle Fiction – præsentation....................................................................................73 5.1.2 Partnerne - FilmPeople ............................................................................................74 5.1.3 Partnerne - Sonofon.................................................................................................75 5.1.4 Polle Fiction – et integreret cross promotion samarbejde.......................................77 5.1.5 Polle Fiction - finansieringen..................................................................................79 5.1.6 Polle Fiction - en folkelig komedie.........................................................................80 5.1.7 Polle Fiction - en high concept film........................................................................83 5.1.8 Polle Fiction - lanceringen ......................................................................................84 5.1.9 Polle Fiction - merchandise og hjemmesiden .........................................................85 5.1.10 Polle Fiction – Polle går til filmen ........................................................................86 5.1.11 Polle Fiction - kritikken ........................................................................................87 5.1.12 Polle Fiction - resultater........................................................................................88 5.1.13 Fremtidsperspektiver for integreret cross promotion i filmbranchen....................91 5.2 CASE - MODELJAGTEN ............................................................................................92 5.2.1 Partnerne - TV3 .......................................................................................................93 3 5.2.2 Partnerne - SIRENE ................................................................................................94 5.2.3 Modeljagten - præsentation .....................................................................................95 5.2.4 Modeljagten - et integreret cross promotion samarbejde ........................................96 5.2.5 Modeljagten - positionering og branding ................................................................98 5.2.6 Modeljagten - et reality koncept............................................................................102 5.2.7 Modeljagten - identitet og livsstil..........................................................................104 5.2.8 Modeljagten - et populært koncept i en trængt branche ........................................107 5.2.9 Modeljagten - high concept tv...............................................................................108 5.2.10 Modeljagten - udnyttelse af synergier .................................................................110 5.2.11 Modeljagten - resultater.......................................................................................111 5.2.12 Modeljagten - risici ved denne type samarbejde .................................................114 5.2.13 Fremtidsperspektiver for integreret cross promotion i tv-branchen ....................116 5.3 POLLE FICTION OG MODELJAGTEN – FORSKELLE OG LIGHEDER .......117 DEL 6.....................................................................................................................................120 6.1 TO FORSKELLIGE SYN .........................................................................................120 6.2 SAMMENFATNING .................................................................................................125 6.2.1 Integreret cross promotion – hvorfor?...................................................................125 6.2.2 Integreret cross promotion – hvordan?..................................................................127