Studi Aktivitas Pemasaran Film Independen: Kasus di Indonesia

The independent film industry in Indonesia is both interesting and unique sector because it has different characteristics from the commercial film industry. The study was conducted to identify independent film marketing activities through a marketing mix and the factors that can influence the marketing activities of independent films in Indonesia. This is a qualitative research using in-depth interview as the main method. Interviews were conducted to nine participants in the film industry representing three chains of production, distribution and exhibition that forms the synergies in the film industry. The main research finding is eight factors influenced independent film marketing activities: idealism, story line, expressions, aspirations, actualization, film distribution channels, promotional activities, and regulation.

The Diverse Facets of Commercialization and Business in Indian Cinema

Cinema is a medium through which eclectic art is portrayed. Commercialisation is placed into this slot to manifest that it's predominantly for financial gain. In the recent decade, commercialization has become a large part of cinema due to the budget, intensity of the issues projected through the medium, and the famous actors who have indulged in the project. The transparency into making it a business can be seen. Indian cinema has many regional slots. Their inclusion in the project would further elevate the brand and enormity of the budget as well as the business of the film. Marketing and commercialisation have played a key role in bringing into the limelight the impact and the perks of influence cinema has brought on the people who view it. The chapter attempts to study the diverse facets of commercialisation and business in Indian cinema.

Marketing tools as the competitiveness enhancer of the Ukrainian film distribution market entities

The main goal of the article is to study the features of film marketing and distribution of film products in Ukraine and to determine what kind of marketing tools are appropriate to be used within a cinema network to ensure their competitiveness in the national film distribution market.This article determines the characteristics of the movie market services and their compliance with modern consumer requirements, outlining the directions for increasing the usefulness of cinema-related services to consumers and developing a set of marketing tools to ensure the competitiveness of the cinema market.The results of the assessment of the impact of competitive forces revealed that intra-industry competition has the strongest impact on private cinema networks, the consumers of film distribution services and potential competitors have the moderate influence, the suppliers and substitute services have a low level of influence. According to the results of the survey, it can be concluded that cinemas are worth reducing the cost of tickets (this can be done by introducing the promotions and discounts for regular customers), since the solvency of a larger population does not correspond to the level of ticket prices. Also expanding the range of products will allow the consumers to spend more time in the cinema, which will lead to an increase in the value of the average check. Cinemas are quite realistic to open their own pizzerias or bars to add value to their customers.

Film Marketing Technique in Bangladesh-is YouTube Trailer the Most Effective Tool?

In recent times, the film industry is becoming precisely phenomenon worldwide. But formerly gathering knowledge about this specific issue, film marketing theory,strategy, policy, and hierarchical procedure should maintain while practising. The research undertakes the historical analysis of films from the very past, several marketing policies and practice of Bangla movies and tries to identify their strategy of marketing. The questionnaire includes in-depth interviews of the audiences, and the sampling procedure is purposive sampling. The samples collected throughout the study explores the ethical issues of the essential film marketing techniques. Drawing on, the uses and Gratifications model of Active Audience Theory, this study discovers the methods and conclude that YouTube Trailer is the most compelling film marketing technique. Therefore, identification of the marketing strategy is supportive of the film to be blockbuster orsuccessful in the theatre, and marketing of a movie generates countless impact to be widespread in the audience.

Salò, Or the 120 Days of Sodom and Ilsa, the Wicked Warden: Fascism, Pornography and Disgust

This chapter examines Salò, Or the 120 Days of Sodom and Ilsa, the Wicked Warden. Although both films use Fascist imagery to comment on the corrupting nature of power, they continue to enjoy very different cultural reputations. In order to explore this, the chapter firstly examines the BFI’s special edition Blu-ray release of Pasolini’s film, discussing the way the product employs exploitation tactics over the more established art film marketing directives expected from a highbrow company. Exploiting the film’s more transgressive attributes, the analysis shows how in-text extremity can be externally commercialised. Thereafter, the chapter investigates Ilsa, the Wicked Warden’s appearance within Anchor Bay’s ‘Jess Franco Collection’. Considering whether the auteur branding successfully redeems the lowbrow reputation of both film and filmmaker, the chapter highlights the ways lowbrow distributors use highbrow approaches to legitimise their texts. Ultimately, the chapter suggest that although the BFI trade off notions of disgust, the product presents Pasolini’s film as an artistically challenging experience rather than mere exploitation. In contrast, the chapter asserts that Anchor Bay’s attempt to legitimise Franco’s film is undone be the consistent centralisation of sexually explicit content.

LATVIAN FILM MARKETING IN THE INTERNATIONAL MARKET

The film industry is an important part of the culture of any country and is inseparable from its cultural development and growth, both locally and internationally. Any film created or even its idea is a product which is being promoted and sold on the market similarly as with other types of products. In doing so, many traditional and not-so-convenient communication tools are used in order to reach the required audience and supporters to the viewers for the finished product – the film itself. In order to achieve support and gain popularity, there are certain marketing tools absolutely necessary which are specifically tailored to foster the film promotion. On the international scene, particularly in the major film markets – with the key players being Hollywood, Bollywood and South Korea – it is difficult for the film producers of the smaller countries to break into these markets, therefore a specific approach is needed to attract the attention of supporters and the viewers.Comparatively the Latvian film industry is very small, but this is not a reason why it would be impossible to achieve good results in promotion of films on the international market and attracting supporters. Compared with Estonia and Lithuania, in various indicators Latvia is somewhat lagging behind of its direct neighbours on the international scene. One reason for this is the ineffective use of marketing in order to attract the attention of the international market. The methodology of the research includes analysis of documents and interviews. There were data and statistical rates analyzed from the National Film Centre and five representatives interviewed of the film industry from Latvia. As a result of this research three basic problems appeared that prevented film marketing in Latvia: a lack of understanding the necessity of film marketing, a lack of the film marketing skills and a minimal budget for the industry. In order to promote the development of film marketing in Latvia, there is a necessity to create a film marketing agency that could do a film promotion in the local and in the international level.