Entertainment Distribution
ENTERTAINMENT
Written by: M. ReedGeorgia CTAE Resource Network 2010
OBJECTIVES
To understand the different kinds of entertainment distribution
To discuss promotional strategies for motion pictures
DISTRIBUTION ENTERTAINMENT
Movies are over 100 years old
Television is over 60 years old Public use of the internet has
only been about 20 years Now you can watch movies & TV
on the internet
PICK A PARTNER: Compare watching a movie
over the internet with watching a DVD or Blu Ray on television
What are the positives? The negatives? Which do you prefer? What changes would make you
change your mind?
ACTIVITY
ENTERTAINMENT DISTRIBUTION In the early days of television, there were
only 3 television networks to choose from – ABC, CBS or NBC
Cable allows consumers to choose from hundreds of channels
Satellite TV also allows for hundreds – even more than cable
Traditional television broadcasting is losing power as cable, satellite, and the internet quickly grab shares of the market
Newsweek recently reported that one of the broadcast networks may become cable within the next year
CABLE MANIA The number of cable channels has
increased greatly especially those with digital channels
Originally cable space was limited, digital technology has increased the availability of cable space
Analog cable has been replaced by digital cable. All cable is digital, some is HD, in the next few years the number of HD channels will increase until all will eventually be HD.
CABLE MANIA Home owners subscribe to a cable
service that includes installation (a one time cost) and a monthly fee for programming – Customers pay more for premium channels such as HBO, Starz, Showtime, etc.
Cable programmers promote their new shows at the Western Cable Show each December in Anaheim, California
This trade show helps get new shows into local cable channel packages
CABLE MANIA Cable channels use specific
shows to target demographic markets
While a lot of people still watch network TV, cable TV has many more viewers.
Cable channels can be targeted to specific markets, allowing them to get advertisers for those specific markets – Lifetime – women’s products; ESPN – sports enthusiast products; Food Network – Cooks; etc.
SATELLITE TELEVISION Satellite TV competes with cable in
many areas where both are available
In other areas cable is not available and only the satellite system will bring in more than network programming
Consumers who want satellite access must buy a dish and then subscribe to a monthly service
SATELLITE TELEVISION
People who live far from shopping can purchase items viewed on the satellite
One drawback is that dishes often cannot pick up transmissions from local stations
INTERNET ENTERTAINMENT Internet entertainment has grown
dramatically over the last decade. Types of Internet entertainment:
Social Media (Facebook/MySpace) Internet TV Movies Games Books on the Internet Virtual Sports YouTube Radio Music
INTERNET ENTERTAINMENT
Selling through the internet is called e-commerce
The internet has opened up a whole new area of marketing. Marketers can advertise in many forms on the internet and so many people use it everyday, it has become an effective marketing tool
ARTS ENTERTAINMENT Attendance is still strong at live
performances. Concerts Plays Symphonies Art museums (maybe not as much)
Live performances are distributed through small local theaters and clubs up to Broadway plays and large concerts
MEGA-DISTRIBUTION
BROADCAST WEBS – Groups (called affiliations) of television networks, production studios, and related entertainment firms that produce shows in-house for their group
VERTICAL INTEGRATION -- Was a change from previous distribution systems. In this system there were 8 major media conglomerates (referred to a “Big Media”) that controlled most of the entertainment media and news media in America. The idea was for one company to own all levels from books, to TV networks, to movie production, to news outlets, to theme parks – like Disney
MEGA-DISTRIBUTION
Disney owned everything and controlled everything from the books about their shows and movies, the music, the TV channels, internet sites, the movie studios and the theme parks. Disney controlled everything in the channel of distribution, so they would receive all profit and have total control.
MEGA-DISTRIBUTION
Vertical Integration was a popular idea in the early 2000’s, but it didn’t work (as it never really does). The media conglomerates failed and have now divested themselves of the various media outlets they had devoured in the late 1990’s and early 2000’s.
MOVIE MARKETING Trailers or Previews – Advertisements for
other movies shown on-screen in movie theaters or on videos sold for home viewing
Promotion affects the box office draw of movies – more promotion = higher box office
The movie industry is suffering – many people aren’t going to theaters any more – they wait for the movies to come out on DVD or Blu Ray
Trends- Smaller movies just go straight to DVD Big movies available in 3D at higher price
SEE IT AT HOME DVD’s and Blu Ray Discs are
available at mass market retailers so movie buffs do not have to go to the theater to see their favorite movies
To help stimulate sales the production company often provides the retailer with a point of purchase display
There have been many changes in video format – 16mm to video to DVD to Blu Ray
THAT’S A WRAP!