Marketing Effectiveness in the International Film Industry

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2022
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
39
Series
Abstract
Objectives The main objectives of this study were ... ● Find out what it takes to attract a film audience so as to grow customer value and profitability. ● Determine how to budget effectively for international film marketing. ● Compare and contrast different marketing strategies in the international film industry. ● An effective approach to the film marketing mix is one of the key goals of the research, given that the most successful marketing activities are dependent on marketing mix methods. Summary Marketing in the international film industry is critical to a film’s commercial success. Therefore, managers need to know how to select and implement relevant marketing strategies to achieve success. To do that, they need to design and carry out effective marketing campaigns. Conclusions It was concluded that effective marketing in the international film industry requires the use of social media (to establish customer perception) and advertising dedicated to attracting exhibitors (owners and operators of cinemas and movie theatre chains). This research shows that there are many marketing strategies for film companies to select from, each of which has different advantages and disadvantages to be considered.
Description
Thesis advisor
Fodness, Dale
Keywords
marketing, strategy, international, film industry, social media, customer, advertising, managers
Other note
Citation