The role of the film marketer is both vital and challenging. Promotion is one of the industry’s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry. This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes: Additional pedagogy and visual examples to reinforce key points A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world New and expanded sections on social media, digital promotion, transmedia and crowdfunding This is the original film marketing text which no engaged film or marketing student should be without.
Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist in the field. Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums, through to the film industry and popular music.
The role of the film marketer is both vital and challenging. Promotion is one of the industry’s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry. This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes: Additional pedagogy and visual examples to reinforce key points A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world New and expanded sections on social media, digital promotion, transmedia and crowdfunding This is the original film marketing text which no engaged film or marketing student should be without.
It is no exaggeration to call Gay Byrne a colossus of the Irish broadcasting scene. Throughout the latter half of the twentieth century, as host of both the Late Late Show and the Gay Byrne Show, he played a seminal role in the shift in Irish society and culture from the Church-dominated fearful state of the early 1960s to the modern multicultural Ireland we live in today. The Gaybo Revolution examines the significance of Gay Byrne's influence on this maturation of Irish society, while simultaneously highlighting the centrality of the talk show genre in Irish life. Equally reviled and revered, Byrne has been referred to as "the great window-opener" and a "media lay priest". But his influence in single-channel Ireland is undeniable. Using letters to the editor, media articles, recent studies of Irish culture, quotes from Byrne himself and a re-examination of the original broadcasts, The Gaybo Revolution explores how Byrne and his talk shows, on both radio and television, provided a forum for popular debate and acted as catalysts for change in Irish life. It analyses and discusses the impact on Irish society of such controversies as Church denunciations of the Late Late Show, the Brian Trevaskis affair, the development of the Irish Women's Liberation Movement, the Ann Lovett letters, and the seminal interviews with Annie Murphy, Pádraig Flynn and Terry Keane. In the final section of the book, the modern history of the Late Late Show, the development of Irish TV and radio talk shows in the post-Byrne era and the contrasting nature of TV talk shows in the UK and US are explored. The Gaybo Revolution will appeal to all those who wish to understand the evolution of Irish society and culture in the late twentieth century and the substantial impact of Irish media on this change.
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