Film Advertising

 Film Case Studies



Video-on-demand

Nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix and YouTube.​  ​  

Disney owns the Disney Channel (TV) but also Disney Plus, a VoD allowing it to compete with the likes of Netflix.


Where can film production companies advertise their films?

In the cinema- a film trailer

Posters on buses


Traditional advertising

  • Posters on buses
  • Bus shelters
  • Print/ Pamphlets
  • Magazines
  • Radio trailers
  • Film trailers
Digital advertising
  • Digital billboards
  • Social media platforms

Recap

Traditional vs digital
Above- /below-the-line
Black Box
Downloading
Streaming?



Advertising: Above the line- mass
communication, reaching a wider audience e.g. billboard, trailer, poster

Below the line: smaller/ niche audience- targeting a specific audience (usually smaller) also finding the audience in ways that 




Encanto case study
  • Estimated budget 120m and grossed over 250m
  • Compared to frozen - estimated budget 150m and grossed 1.282b
  • Encanto was shown in cinemas for 30 days (a shorter running period than usual) prior to being released on Disney+, where it grew in popularity and gain worldwide success. 
  • Why was this?​ ​  We Don’t Talk About Bruno…became number 1 in the music charts?!​


Recap

Disney
  • Case study
  • Conglomerate - Large company
  • Subsidiaries - Smaller companies within large companies
Marketing
  • Encanto 2021
  • Digital advertising
  • Traditional

We Don’t Talk About Bruno became the biggest single from Disney’s library of animated films in 26 years. Through Spotify alone, it has gained over 135 million streams since the films’ premiere.




Digital Advertising

Disney UK - YouTube Channel.
- Dedicated trailer and playlists




Products - Audiences - Marketing

Disney Website
  • Trailers
  • Disney + Streaming Platform
  • Merchandise
  • Promoting Disney
Encanto - Collaborations e.g. lego
  • Facts
  • Cast
  • Production Details
  • Music producer
  • Playlist
  • Merchandise
Social Media
  • Facebook
  • X (Twitter)
  • Instagram
  • TikTok




Traditional Advertising

-Teaser Trailer (Diversity)




Past paper question Jan 2020 question 3a & 3b

3a) Identify four advantages of a conglomerate ownership structure.

  1. Diversification - With a conglomerate, if one of its subsidiary companies downfall the others can balance out risk financially and in terms of success.
  2. Includes different media sectors operating under the same name
  3. Opportunities for collaboration within the conglomerate
  4. The subsidiary companies share resources (physical resource/ equipment/ personnel/ digital resources)
  5. Increasing opportunities for revenue- more companies
  6. Opportunities to expand audiences 

3b) Explain how one institution you have studied used its conglomerate structure to advertise one of the digital brand or products.

  • BBC
  • Disney - product is Encanto/ Film - Disney store- to advertise Encanto costume; Disney Land- an Encanto experience/ ride
  • The website / Disney UK will advertise Disney +


Media Terminology - 28/2
  • Vertical Integration
  • Horizontal Integration
  • Time shifting
  • Narrow Casting
  • Simulcasting

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