About the Book
Entertainment Marketing NOW:
Every Platform, Technology, and Opportunity
Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more
Reflects powerful trends ranging from smartphones to globalization
Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution
By industry insiders with decades of experience as leaders and consultants
Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…any content, on any platform, in any market, worldwide.
You’ll master innovative new ways to grab consumers’ attention and wallets fast…make your experiences wannasee, haftasee, mustsee…drive more value through social platforms, mobile technologies, and integrated marketing strategies…overcome challenges ranging from bad buzz to piracy…fully leverage licensing, merchandising, and sponsorships…and successfully market all forms of entertainment.
Table of Contents:
Introduction Let Us Entertain You 1
The Market for Marketing—and Marketing Professionals 2
What Sets Entertainment Marketing Apart? 5
New Channels, New Challenges 6
Marketing to the Mass 6
The Digital Disruption 7
A Marketer’s Manifesto 9
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Marketing 11
The Four Cs 11
The First C: Content 13
The Second C: Conduit 16
The Third C: Consumption 16
The Fourth C: Convergence 17
Summary 22
Chapter 2 Getting the Product to Market: Who and How 23
Molding the Message 23
In the Good Old Days 24
Vive La Revolution! 25
Super-Size Me 26
Decisions, Decisions 29
Summary 43
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee 45
Big Numbers for the Big Screen 45
A Bit of Background 47
Reducing Risk: High Concept Films 48
Dum-Dum....Dum-Dum 48
Reducing Risk: Hollywood Meets Madison Avenue 50
Behind the Scenes: The P 53
Out the Door and Onto the Streets: Distribution 55
Theaters: Still Big Box Office 57
Movie Marketing: Who Are the Targets? 58
Marketing Methods 61
Ticket Presale Conduits 65
The Oscars—A Powerful Mrketing Tool 65
Techno Tools 66
Planes, Trains, Automobiles—and More 67
Independent Films 67
Summary 72
Further Reading 73
Magazines to Devour 73
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio 75
Broadcast Basics 75
Local Television Stations 80
The Basics of TV Ratings 82
Promotion and Marketing 89
Syndication 93
What’s Mine Is Not Yours: The Impact of Technology 98
Noncommercially Driven Broadcasting 99
Summary: Network TV and Syndication 101
Radio 101
Summary: Radio 111
For Further Reading 111
Magazines to Devour 111
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age 113
The Multichannel Video Universe 113
Beyond Basic 125
Media, Marketing, and Money 127
The Search for Subscribers 130
Cable Television: A Marketing Powerhouse 132
Summary 133
For Further Reading 133
Chapter 6 Digital Disruption 135
Cable Levels Off: The Era of New Challenges 135
Over the Top 139
Disruptive Conduits 141
Summary 146
For Further Reading 146
Chapter 7 Publishing: The Printed Word Goes Digital 147
In the Beginning 147
Books 148
Marketing Books 157
Discoverability 162
Branding 164
The Changing Publishing Environment 166
Summary: Books 169
Newspapers and Magazines 169
Summary: Newspapers and Magazines 173
Summary: Publishing 173
For Further Reading 173
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing 175
The Game’s Afoot 175
Going Mobile 179
Mobile Marketing 183
Summary: Games, Mobile Applications, and Mobile Marketing 185
For Further Reading 186
Chapter 9 The Universal Language: Music 187
They’re Playing Our Song 187
The Three Forms of Property 188
Major Players 189
The Music Development Process 191
The Changing Face of Distribution 193
Reaching the Masses 195
Marketing the Music 199
Market Segments 200
Musical Theater 204
Billboard: The Bible of the Business 208
Summary 208
For Further Reading 208
Chapter 10 Major Leagues, Major Money: Sports 211
This Sporting Life 211
Major League Sports 214
The Rest of the Story 224
The Business of Brands: Licensing and Sponsorship 227
Technology Trends 231
Marketing Challenges 234
Summary 236
For Further Reading 236
Chapter 11 On the Road: Travel and Tourism 237
Travelin’ On 237
Building the Plan 239
Advertising, Publicity, and Promotion 243
Creating an Identity 243
The Dynamics of Travel and Tourism Marketing 247
Relationship Marketing 251
Other Destination Entertainment 254
Summary 263
For Further Reading 263
Chapter 12 What’s Next: A Global Snapshot 265
Global Regions: North America 267
Global Regions: Latin America 268
Global Regions: EMEA 271
Global Regions: Asia Pacific 274
Summary 276
Conclusion Where Do We Go from Here? 277
Who: The Consumer 277
What: Technology and Trends 278
Why: The More Things Change 278
Where: Where Do You Want It? 279
When: Get Onboard 279
Index 281
About the Author :
Al Lieberman is a Clinical Professor of Marketing and the Executive Director of the Entertainment, Media, and Technology (EMT) Program at the Stern School of Business, New York University, where he was awarded the first Albert Gallatin endowed Chair as Professor of Business. He has created a unique specialization curriculum with courses covering the marketing, professional management, finance, accounting, globalization, new media, and strategic development of the entertainment, media, and telecommunication sectors.
Professor Lieberman has extensive experience in the world of entertainment marketing. He served for over 12 years as President and founder of Grey Entertainment and Media, a wholly owned subsidiary of Grey Advertising. Under his leadership, Grey Entertainment grew to become a leading specialized marketing and communications agency, servicing clients such as Warner Bros. Studios, Warner Home Video, ABC Entertainment, Harper Collins Publishers, Viking/Penguin, Murdoch Magazines, People Magazine, Universal Music, Radio City Music Hall, Madison Square Garden Network, Metro Cable Coop (1.800.OK.Cable), Celebrity Cruises, and Barbados Board of Tourism, among others.
Professor Lieberman also served as Executive Vice President of Simon & Schuster. As General Manager of the Silhouette book division, he played a significant role in launching the Silhouette paperback brand, which grew to over $250 million dollars in retail sales worldwide, with distribution in 90 countries and 16 languages.
His research involves film festivals, technology and its disruptive impact on media and entertainment, and global entertainment and media. He has worked and taught in Italy, France, Germany, India, Argentina, China, and Brazil.
Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation, and increase revenue. Through the consulting practice of Esgate & Associates, Ms. Esgate’s clients have included the Walt Disney Company, Sony, Universal Studios, Jim Henson Productions, and the McDonald’s Corporation, along with an extensive list of individual projects both domestic and international. Ms. Esgate has had the pleasure of organizing several conferences focusing on the destination entertainment industry, including her own event, the Summit for Experience Creators, and enjoyed five years as the editor of EM magazine, a groundbreaking publication that focused on all facets of the experiential marketplace. Ms. Esgate has appeared at industry events as both a featured speaker and provocateur; she has also served as a faculty member for Harvard University’s Experience Architecture Forum and Pine & Gilmore’s popular Strategic Horizons thinkAbouts.
