CHAPTER 8 Entertainment Industry

CHAPTER 8 SLIDE 1 © SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTERCHAPTER 88Entertainment Industry

8.18.1 Entertainment Profits

8.28.2 Distribution Off Entertainment

8.38.3 Marketing Music and Theater

8.48.4 Awards and Annual Events

8.58.5 Entertainment Marketing Careers



LESSON 8.1LESSON 8.1

Entertainment Profits

GOALSGOALSExplain financial strategies in the motion

picture industry.Calculate film revenue, and discuss the

importance of foreign markets for movies.

Describe financing in auto racing.



The Profit Makers

Movie ticket salesStudio earnings

ProductionMarketing



Is Big Best?

Spreading economic riskPartnerships to help produce, promote,

and distribute filmsPromotional opportunities



Cost-Cutting Strategies Control release to control distribution costs Wide release—a movie released in more than

2,000 theaters at one time Preview—the release of a movie the evening

before its official opening Matinees—pre-evening shows, generally have

less audience and lower-priced tickets Low-budget movies—generally costing less

than $250,000 to produce



Profit and Opportunity

Generating film revenueCultural opportunities for profits



Generating Film Revenue

Ratio of tickets sold to the cost of production

Income Domestic and foreign ticket salesLicensed merchandiseSoundtracksRelationships to theme parks



Cultural Opportunities for Profits

Significance of worldwide distribution revenue

Economic, political, and cultural barriers



Fast Money—Stock Car Racing

Entertainment or sportFinancing

Mutual fundVariation on the traditional sponsorship

styleNontobacco sponsors



LESSON 8.2LESSON 8.2

Distribution of Entertainment

GOALSGOALSUnderstand the different kinds of

entertainment distribution.Discuss promotional strategies for

motion pictures.



Distribution of Home Entertainment

BroadcastCableSatelliteInternet



Cable Mania

Number of cable channelsDelivery system and costProgrammingAvailabilityCompetition



Digital Delirium

High-definition television (HDTV)Memorandum of Understanding (MOU)



Satellite Television

Rural areasIn-vehicle multimediaFar-away fans



Mega-Distribution

Broadcast webs—groups of television networks, production studios, and related entertainment firms that produce shows inhouse for their group

Vertical integration—one company controls several different areas in the same industry



Movie Marketing

Trailers—advertisements for other movies and for related music and merchandise

Pay-per-view promotionsWeb sites



See It at Home Format

DVDs Videotape

Purchase Mass market retailers Music and video specialty stores Online

Rentals Music and video specialty stores Online businesses with delivery via mail


SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 8.3LESSON 8.3

Marketing Music and Theater

GOALSGOALSUnderstand the distribution of music.Discuss the legalities of music

distribution.Explain two kinds of theater promotion.



Today’s Music

Technology changesMarketing changesDistribution changes



Digital Music Marketing

TV channelsAudio channelsDownloads



One Tune for All—Radio

Growing businessDeregulated media ownershipClearChannel Communications



Distributing Music

ConcertsMP3



Concerts

Prior to 1994Traditional tours“Wildcat tours”

SFX Vertically integrated corporation98 percent of major concerts



Concert Tickets

Major source of revenue for musical artists

Pre-sales



MP3

Online music swappingPirating done with free software

program—MP3 (Mpeg Layer 3)Recording Industry Association of

America (RIAA) Using software to trace online music

swappersSuing computer owners



Promoting Theater—Broadway

Traditional promotional strategiesBillboardsRadioTelevisionMagazines

Other promotional avenuesLet me tell you about . . .Do I get a grade for this?



LESSONLESSON 8.48.4

Awards and Annual Events

GOALSGOALSExplain the promotional value of

entertainment awards.Discuss ways in which entertainment is

distributed.



Awards Influence Sales

The OscarsThe GrammysThe EmmysThe Tonys



The Oscars

Academy of Motion Picture Arts and Sciences

Academy Award also known as the Oscar

Pre-award publicityAdvertising films through trade

publications and the talk-show circuit



The Grammys

National Academy of Recording Arts and Sciences (NARAS)

Attracts much attention to a musician



The Emmys

Academy of Television Arts and Sciences presents the Primetime Emmy

National Academy of Television Arts and Sciences presents awards for daytime television, sports programming, news cases, and documentary programming



The Tonys

Named after Antoinette Perry, who served as head of the Board of the American Theater Wing

Given to professionals in theater for distinguished achievement



To Market, To Market

Trade eventsFocus on businesses that are relatedShoWest—example of trade show



Digital Distribution

Digital projectorDigitized movies

Distributed via satellite, fiber optics cables, special disks, or the Internet

Concurrent showings



Seasonal or Theme Events

Centered in geographic areasMarket directly to people who will attend

them


SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 8.5LESSON 8.5

Entertainment Marketing Careers

GOALSGOALSDiscuss the preparation needed for a

career in the entertainment marketing field.

Comprehend the skills needed for specific jobs in entertainment marketing.



Getting There From Here

Breaking into entertainment marketingRoom for top people



Marketing You

Knowing what you doGather informationHaving required skills is a must



How to Prepare Research jobs Learn about companies Sources of information

Internet People Annual reports Directories College placement centers News article and trade publications



Marketing Jobs Public relations specialists

Build and maintain positive relationships between their employers and the public

Best opportunities are in larger cities

Marketing and advertising managers Drives the creative development of the company’s

public messages about its products Must be creative and organized to manage many

projects and people



Skill Requirements

Skills most desired by employersMathCommunicationsInterpersonal skills



Skill Requirements

Other needed skills Creativity Initiative Good judgment Problem-solving/

research skills Outgoing personality/

self-confidence Understanding of human

psychology

Enthusiasm for motivating people

Maturity Resistance to stress Flexibility Decisiveness

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CHAPTER 8 Entertainment Industry

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