MOVIE MARKETING MKTG‐UB.0022.02 January 25, 2016 – May 9, 2016 Thurs, 4:55‐6:10 pm Steven Raphael Email: [email protected] INTRODUCTION Movie marketing is a comprehensive and informative course designed to give students a basic overview and understanding of all aspects of a domestic specialized theatrical film marketing campaign. The focus will be on marketing, film positioning, publicity, word of mouth. Competitive landscapes, media plans, festival positioning, theatrical distribution opportunities, Sales and Awards campaigns. OBJECTIVE • To garner an understanding of the concepts that drive movie marketing • To provide a framework for developing a marketing, publicity and distribution strategy for a Specialized Film campaign. • To provide an open forum for students to discuss current film campaigns, exercise their evaluation techniques and identify both problems and opportunities in the marketplace The class will rely on lectures, case studies, guest speakers and heavy classroom discussion to dissect current and past campaigns. Enthusiasm for Independent film and marketing is a must. GRADING At NYU Stern, we strive to create courses that challenge students intellectually and that meet the Stern standards of academic excellence. To ensure fairness and clarity of grading, the Stern faculty has agreed that for elective courses the individual instructor or department is responsible for determining reasonable grading guidelines. Our class will use the following assignments to calculate your final grade: Individual Assignments……………….25% Final project Exam................................50% Class participation................................25% INSTRUCTOR POLICIES Students are expected to attend each class as well as participate and drive discussion. Absences and tardiness will have a direct reflection on a low class participating grade. Absences will only be excused in the case of documented serious illness, family emergency, religious observance, or civic obligation. Assignments are due at the beginning of class; unexcused lateness will have an adverse effect on your grade. Laptops, mobile phones, recorders and other electronic devices may not be used in class. CLASS PARTICIPATION It is essential that you come to class fully prepared with having read the assignment as well as having a handle on the latest industry news (see below). Your grade will be determined based on the quality of your interaction and will be measured against the following criteria: Preparation, insights, extent of knowledge, and ability to drive / build on discussions. READING We will be using the following book as a text for our discussions on what to do with your film once it is completed. Details for Film Marketing, Film Distribution and Film Publicity: I WAKE UP SCREENING: WHAT TO DO ONCE YOU'VE MADE THAT MOVIE by John Anderson and Laura Kim – The book is available on Amazon. Specific chapters will be assigned at the end of each class and will be discussed during the next class. In addition to assigned articles, it is a good idea that you have a familiarity and understanding of the latest industry news. An easy way to do this is to routinely check industry trade websites and blogs (Variety, Hollywood Reporter, Indiewire, Deadline Hollywood, etc.). GUEST We will also have one Industry professional as a guest. COURSE SCHEDULE Class 1 (January 28, 2016) Key Topics: • No Lecture • Syllabus handout • Purchase assigned course reading I WAKE UP SCREENING by John Anderson and Laura Kim on Amazon. • Watch THEEB (2015 Academy Award Nominee, Best Foreign Language film) in class • Assignment: Read chapters 1, 2, and 3 of I WAKE UP SCREENING. Class 2 (February 4th, 2016) • Introduction • Steven Raphael – required viewing background • Overview of Students history • Curriculum review, course objectives • Assignment for week 3. Class 3 (February 11, 2016) Key Topics: • No lecture • In class assignment - TBD Class 4 (February 18, 2016) • Independent vs. Studio • Overview of Independent Film Distribution • Overview of Theatrical Marketing/Distribution/Publicity/Media/Social Media • Current Distributors in the film industry • Developing a Theatrical Marketing/Distribution plan Class 5 (February 25, 2016) • Designing the Marketing and Distribution campaign • Creative materials: Part 1 o One sheet o Trailer o Broadcast clips o Key set photos o Production Notes o EPK o Website creation o Media buying Class 6 (March 3, 2016) • Publicity o National vs. regional • Promotions o Retail partners o Grassroots promotions o Product placement • Distribution o Understanding release dates and release patterns o In-theater distribution and box office settlements Class 7 (March 10, 2016) • Awards Overview Class 8 (March 17, 2016) • Spring Break - No class Class 9 (March 24, 2016) • Film Festival overview Class 10 (March 31, 2016) • Your team: o Producer reps o Publicist o Agents o Managers o Festival Programmers • Details of Marketing/Distribution Plan Class 11 (April 7, 2016) • Creating a working Budget – Including: o Publicity o Promotions o Media o Shipping o Talent travel o Housekeeping o Fees • Media plan development o Reading a media plan o Media: TV, Radio, Print, Online Class 12 (April 14, 2016) • Guest – Award winning Producer - TBD Class 13 (April 21, 2016) • Go over Details for Marketing-Distribution Proposal • Questions for the Final Marketing – Distribution Proposals Class 14 (April 28, 2016) Key Topics: • Verbal Portion of the Marketing Pitch Class 15 (May 5, 2016) • Turn in Final Marketing proposals • Questions for the “real world” of Film Marketing and Distribution .