a-z CONTENTS a ANALYZE, ANALYZE, ANALYZE by Klara Gavran P6 b BLOCKBUSTER PHENOMENON by Klara Malnar P12 c CINEMAS, ARE THEY DYING? by Klara Malnar P17 d DID YOU KNOW? by Irma Jakić P22 e ENTERTAINMENT MARKETING IN 2019 by Klara Malnar P27 f FAMOUS CELEBRITY ENDORSEMENTS by Irma Jakić P30 g GO BIG OR GO HOME by Irma Jakić P31 h HOLLYWOOD VS BOLLYWOOD by Klara Malnar P35 i I WANT TO THANK THE ACADEMY…AND MY CAMPAIGN STRATEGIST by Klara Malnar P38 j JOYS OF DIGITALIZATION by Klara Gavran P43 k KEEPING UP WITH THE STREAMING SERVICES by Klara Gavran P47 l LEANING INTO SOCIAL LISTENING by Klara Gavran P51 m MUSICIANS TO ACTORS AND VICE VERSA by Irma Jakić P60 n NOT YOUR AVERAGE MARKETING CAMPAIGN by Klara Gavran P62 o OFF-CAMERA: ENTERTAINMENT INDUSTRY BY THE DOLLAR by Irma Jakić P71 p PR NIGHTMARE, BUT LONG OVERDUE by Iva Anušić P75 q QUICK FIX by Iva Anušić P79 r RAZZIES by Irma Jakić P88 s SOCIAL MEDIA’S IMPACT ON THE ENTERTAINMENT INDUSTRY by Klara Malnar P90 t THE COMPETITIVE ANALYSIS: HOW CAN STREAMING SERVICES BENEFIT by Klara Gavran P96 u USER-GENERATED CONTENT by Klara Malnar P99 v VIEWER’S CHOICE by Klara Gavran P103 w WHAT ABOUT FILM FESTIVALS? by Klara Malnar P105 x X FACTOR by Irma Jakić P111 y YHBT (YOU HAVE BEEN TROLLED) CULTURE by Iva Anušić P113 z ZOMBIES by Irma Jakić P116 a ANALYZE, ANALYZE, ANALYZE “Pay attention to what the people and the start a few months, half a year, or even a whole press are talking about. Recognize year in advance. emerging trends in conversations, what The way social listening can be useful during seems to be the thing attracting the most this period is by tracking its success. As our attention or causing disinterest or even ebook Media Analytics For Marketers explains, outrage.” there are three parts to keeping track of your promotional activities using media monitoring: before, during and after the campaign. Klara Gavran ollection and interpretation of data are Before the campaign: create a C crucial in any marketing activity - from unique campaign tag market research to campaign analysis. As media monitoring tools work by tracking In this chapter, we’ll mainly focus on the keywords, creating a tagline or a hashtag importance of tracking promotional activities. unique to your campaign ensures all mentions appearing in your feed would be Promotion is a big part of any entertainment campaign-related. It’s fairly easy for any project - be it a movie, TV show or an album entertainment project. Take movies for release. As any promotional campaign, it is example. The very name of the movie can meant to build awareness, create buzz and become a hashtag as well as the movie generate interest of the target audience. tagline. Avengers Endgame, for instance, It is not out of the ordinary for the campaign to heavily relied on the hashtag a ANALYZE, ANALYZE, ANALYZE 7 #AvengersEndgame, using it in every social establishing them right away eases the media post during the campaign. However, process later on. another tagline caught on - “avenge the fallen” - following their posters featuring the fallen During the campaign: keeping track Avengers and those that lived. These were of online chatter & reacting to it taglines most closely related to the movie, and The best way to keep track of online chatter is ones that could have been easily traceable by to sort mentions into categories. For media monitoring tools, ensuring a better instance, Mediatoolkit allows you to separate mention quality. and group mentions by different factors using Before you launch your campaign, you’ll want tags or collections. to know which keywords to track, so Source: Official Avengers Instagram Account a ANALYZE, ANALYZE, ANALYZE 8 Let’s start more broadly by separating the and you care. Award the positive mentions media outlets and consumer mentions. That with your attention - the audience will love way, you can have a more organized insight it. into what the media and the fans, respectively, Don’t ignore the mentions with negative are saying about your campaign. sentiment, though. Then, you can group campaign mentions by Rather, address the possible issues head- positive or negative sentiment or actors who on. Did the audience react negatively to a part play in a movie. You can group them by of your campaign, did one of your actors or different taglines (if you have more than one), actresses cause negative press, did a leaked to see which one resulted in more TV show plot cause outrage over the direction engagement. the show is going? These are all things you By grouping mentions, you can have a more have to know are happening and which you comprehensive insight into your have to address as soon as possible. campaign. By reacting promptly to both positive and When going through your campaign mentions, negative mentions, you take control of the pay attention to what the people and the press narrative. are talking about. Recognize emerging trends in conversations, what seems to be After the campaign: analyze the the thing attracting the most attention or results causing disinterest or even outrage. What was the campaign outcome? Was it Most importantly, once you do recognize ways successful or not? Media monitoring metrics people and press engage with your project - provide you with an insight into the return on engage in conversations yourself. your investment. Don’t be a passive observer Few of the most important metrics are as follows: Look for opportunities to insert yourself in online conversations. Interact with the fans Reach or the number of people your over social media, respond to their tags and campaign has reached. Media monitoring tools comments and tweets - show you see them give you data on the total number of mentions a ANALYZE, ANALYZE, ANALYZE 9 your campaign had, as well as the total Sentiment analysis number of impressions. Additionally, for each Sentiment analysis is important for figuring out specific campaign mention, you have access the impact your campaign had. While the to metrics like interactions (the number of reach is an important metric to take into people who’ve liked, shared, commented on a account, it doesn’t tell you much by itself - post), engagement rate (percentage of other than how many people saw your people who interacted with the mention via campaign efforts. comments, share, likes, etc.) and Sentiment analysis, on the other influence score (a score of 1 hand, offers you an insight to 10, indicating how into the way people influential the source is responded to your compared to any other promotional activities. source on the internet). It breaks the campaign down into positive Mention spikes and negative Media monitoring tools mentions. Thus, by also offer you an insight looking at the positive- into how your mentions Source: Mediatoolkit’s negative sentiment ratio, you Sentiment Chart performed over time, thus discover if the campaign was received indicating when there was a spike in mentions, positively or negatively, and in what i.e. when your keywords were mentioned far percentage. Likewise, you’ll have insight into more than usual for the observed period of both positive and negative mentions, so you’ll time. You can find out what caused more know exactly what caused the approval and engagement among the audience by looking what caused the disapproval. Again, making it into the mentions on peak days. Was it a something to take note of for the next certain aspect of the campaign - a new trailer, campaign. a theme song release, something an actor posted? By looking into what caused a bigger Channel dominance engagement, you can take note of it for future This metric refers to the social media campaigns. platforms’ performance and is great for a ANALYZE, ANALYZE, ANALYZE 10 evaluating your channel strategy. According to and making sure your investment was the data on how each channel performed, you worthwhile, you need to set up your analysis need to take note of which channels are you strategy from the very beginning. The end currently using and are they still profitable, results analysis is important, but to best which channels you need to add, and which understand it, you have to keep track of your channels do you need to remove from your campaign process from beginning to the strategy? end. After all, results don’t come from focusing on every available social media channel, but rather from focusing your energy on a few platforms with the biggest impact. Analyze, analyze, analyze Marketing campaign analysis is an all- encompassing venture. For the best results Source: Mediatoolkit Create brand reports in 24/7 mention minutes monitoring for 100+ million online sources Analyze mentions and find brand influencers Receive real-time mention alerts Fast, affordable and simple for everyone to use. SIGN UP FOR FREE b BLOCKBUSTER PHENOMENON “Movie studios spend an average of $30 Let’s dive into the process of creating and million to market the typical PG-13 action marketing blockbuster films and see what it film in the U.S.” takes for success! How does a movie become a Klara Malnar blockbuster? efore we begin, let’s define what a In 2018, Verdict spoke to advertising insiders in B blockbuster movie specifically means: the movie industry to find out. “A blockbuster is a Hollywood movie that's According to experts they talked with, there made with a large budget and big stars. A are 9 steps - finding a budget, deciding who true blockbuster is extremely popular and to market to, creating the first trailer, creating brings in a lot of money.” accompanying assets, dissemination, gauging Okay, so Hollywood, large budget, big stars, the reaction to the first trailer, keep advertising, popular and lots of money.