Week Eight: 'Ida', A Foreign-Language Film Hit

Resource
How Did a Black-and-White Polish Film Become the Year's Surprise Foreign-Language Hit?


Summary    
     This article explains how the film, 'Ida', was able to get its success and what it took to reach that goal. At first, the producers were having a hard time trying to get this film seen more. It had been difficult mainly because its a black and white film, not seeming to be interesting to the eyes of the modern generation. They first concentrated on festivals, pre-release word-of-mouth screenings, and sharing the film with sneak preview audiences. The film's distributer, Music Box Films, then came to a conclusion that the film wasn't really connecting with many of the viewers and needed a different way to spread the piece. One of the company's employers even mentioned, "I didn't feel like these unmediated viewers were seeing the film properly, they needed that critical consensus". As a result, they decided that they needed to concentrate more on the distribution and try to stretch/broaden the target audience a little. Soon after this change the film found itself being a Box Office success and even scoring a 94% in Rotten Tomatoes.

Citation
Kaufman, A. (2014, October 24). How Did a Black-and-White Polish Film Become the Year's Surprise Foreign-Language Hit? Retrieved February 24, 2015, from http://www.indiewire.com/article/how-did-a-black-and-white-polish-film-become-the-years-surprise-foreign-language-hit-20141028

Quotes
• "But after five months in U.S. theaters, "Ida" has earned more than $3.7 million, making it the second highest grossing foreign-language film of the year"
• "Thus, rather than hold numerous pre-release word-of-mouth screenings, they pulled back from festivals and focused on the film's distribution — where, despite Variety's pan, the film earned widespread praise (scoring 94% from Rotten Tomatoes' Top Critics)"
• "The trailer also announces the film's Jewish themes. Although mostly quiet, one of the few key pieces of dialogue in the preview occurs 40 seconds in"

Reflection
    I feel like this was a great way for them to distribute and market the film. It usually isn't so easy for such raw and unique pieces become known and blend with other popular films currently being released. Im glad to see how they made last minute changes, in terms of marketing the film, in order to receive the audience they deserve and at the same time truly enjoy/understand the film.

Week Seven: 'Grand Budapest Hotel' Use Unique Marketing Techniques

Resource

4 Unusual Marketing Techniques That Made 'The Grand Budapest Hotel' A Box Office Smash

Citation

Valleskey, B. (2014, April 25). 4 Unusual Marketing Techniques That Made 'The Grand Budapest Hotel' A Box Office Smash - 21st Century Fox (NASDAQ:FOXA). Retrieved February 18, 2015, from http://www.benzinga.com/news/14/04/4499882/4-unusual-marketing-techniques-that-made-the-grand-budapest-hotel-a-box-office-sm

Summary

     'The Grand Budapest Hotel' took a different route in advertising and marketing the film. Usually, most films get marketed through traditional media, but recently the internet is taking over that role dying out television. The internet is where you have the most amount of access to a variety of media. Fox Searchlight went ahead and took four unusual marketing techniques that brought them to their fame. First, they started out by creating a promotional website of the made up country, Zubrowka. 'It features college-style lessons about the history and tourism industry in the made-up country, including “The Republic of Zubrowka Before the War: A Central European Case study of Social, Political and Cultural Upheaval.” The design and style of the website reflect the artistry and theme of the movie'. After they created a art collection on eBay of the various props used in the film and gained a lot of profit from it. The music supervisor, Randall Poster, made a Spotify playlist with songs that he felt represented each character. In the film, there's a baker who has a 'secret' recipe for a certain signature treat, so the produces decided to post Youtube video of a step by step demonstration as to how to make the made-up pastry along with promoting the film itself. 

Quotes

• "Not only did the movie have the highest-grossing opening weekend for a limited release in history, but it has also grossed more than $100 million globally -- by far the most of any of Anderson's films"

• "Fox Searchlight, a subsidiary of 21st Century Fox (NASDAQ: FOXA), and the film's production crew opted out of a large amount of traditional television advertisements and instead went for techniques that appeal to a more Internet-driven audience"

• "Fox Searchlight even created a faux educational website about the made-up country of Zubrowka"

Reflection 
     After discovering the different techniques used to promote this film, I truly admired it. Currently, television and other traditional medias are dying down while the internet is taking over their former roles. I think taking this path for marketing opens up a lot of eyes as to how many productions can reach their audience. I feel like many film production companies are afraid to step out of their comfort zone and just stick to the conventional way of advertising. Many, in my opinion, don't realize how powerful the internet really is and should take more advantage as to what it offers. The film's production crew did a great job in finding these new techniques and using them to their disposal. 

Week Six: 'Palo Alto' Marketing Ploy

Resource
Was James Franco’s alleged Instagram chat a Palo Alto marketing ploy?

Citation
Hewett, E. (2014, April 4). Was Franco's 'Instagram chat' a marketing ploy? Retrieved February 11, 2015, from http://metro.co.uk/2014/04/04/was-james-francos-dodgy-instagram-chat-a-palo-alto-marketing-ploy-4688529/

Summary
     After 'Palo Alto's release, a scandal rises to the surface involving James Franco and one of his fans. Through Instagram he "allegedly was caught pestering a 17-year-old fan he met on the street in New York City." It wasn't soon until many assumed it was a 'marketing ploy' for the film, relating to a similar situation James Franco's character goes through in 'Palo Alto'.  

Quotes
• "However, some clever souls have suggested that the scandal could simply be a ‘ballsy’ marketing ploy to promote his new movie Palo Alto."

• "Either way, Franco is reveling in his shed load of new followers"

Reflection
     In my opinion this all fell into place for the creators of 'Palo Alto', or was it just a coincidence ? If it was an intended marketing ploy, it came out pretty successful, it made media open the subject and having to relate to the film, increasing the films popularity. James Franco, especially, is one who doesn't care how the public sees him, so it wouldn't affect him that much. He is also one to start controversy. With the lack of A list actors, serious storyline and with first time director, it would be difficult to market the film. It would make sense to promote the film this way in order to gain the popularity they desire. 
    I think it wasn't a coincidence and was a strategic way to attract more of their targeted audience, teens, through social media. It was something that definitely worked, either way, whether or not it was intentional. 

Week Five: 'Camp Takota'

Resource
NAB: ‘Camp Takota’ Filmmakers on Using YouTube to Make the Indie Hit

Citation
Lang, B. (2014, April 9). NAB: 'Camp Takota' Filmmakers on Using YouTube to Make the Indie Hit. Retrieved February 4, 2015, from http://www.thewrap.com/nab-camp-takota-filmmakers-making-audience-co-star/

Summary
     The article explains how Camp Takota, a film produced by Youtube 'celebrities', who already had an audience to market the film to. Since each one of them has a huge following on their youtube channels and some other social medias, there wasn't much need to advertise the film even though they also strived to reach a broader audience. Due to their 'social media wattage' it sold nearly as well as 12 Years a Slave and Dallas Buyers Club. 


Quotes
• "Thanks to the social-media wattage of Grace Helbig (pictured), Hannah Hart and Mamrie Hart, “Camp Takota” sold nearly as well as Oscar-winners such as "12 Years a Slave" and “Dallas Buyers Club” when it debuted on-demand and on digital platforms last February."

• "The filmmakers may not be household names, but on the internet, they’re platinum. As a sign of their clout, the film debuted third on iTunes’ independent film chart."

• '“I think it’s harder to get someone from a traditional media audience over to YouTube than it is to rally people that watch you on YouTube to go to a different platform,” Helbig said'

Reflection
      Camp Takota isn't really a film that I would consider to win or be nominated for an Oscar, but it definitely sold like one. The Youtubers didn't really need to go out on a limb to advertise their piece, incomparable as to how much other independent filmmakers need to. This comes to show how strong the social media community is, especially from platforms like these where your able to gain such a huge fanbase.  

     I definitely think that its something many independent filmmakers can rely on when in search for a big audience. Traditional media typically ignore this side of social media and only recently is where I see that they are trying to use it to their advantage. 

Week Four: 'Whiplash' Slowly Rising

Resource
‘Whiplash’ Charts Slow But Steady Expansion at Box Office

Citation
Lang, B. (2014, November 3). 'Whiplash' Charts Slow But Steady Expansion at Box Office. Retrieved January 28, 2015, from http://variety.com/2014/film/news/whiplash-box-office-expansion-1201346308/

Summary
     The article explains how Whiplash's distributer, Sony Pictures Classics, plans on rise in Box Office. Sony Pictures Classics, who got the film's distribution rights at the Sundance film festival. Due to the lack of A-list actors and it having a complex story, alone it wouldn't be able to be as successful. Whats Sony decided to do, in order to gain the desired amount of view, they released the film in a slow and steady pace. It started out being released in only 6 theaters then little by little reached 61 after a month, and expanded more from there. The reasoning behind this strategy is their intention of trying to  the expose the movie as a 'classic' American film, which is apparently Sony's forte. 

Quotes
• “These pictures tend to have great word-of-mouth. We release them like an accordion, where we go wider and wider, before eventually we contract a little.”

• "The film’s producer Jason Blum said he appreciates the methodical way Sony Pictures Classics is introducing the film to the wider world."

Reflection
     I, at first, found it very strange finding out Sony's tactics on how the film was going to be distributed. My expectations were that they were going to distribute 'Whiplash' to as many theaters as soon as possible in order for it to gain the fame they desire. Fortunately, I do enjoy this idea of slowly bringing to the top and having it become one of the 'classic' films. This way, the film would also be around for several years like The Breakfast Club or The Perks Of Being a Wallflower where they have made a stamp in indie films. Its definitely a different approach having the film warm up to the audience. 
     This tactic is a smart one to use when distributing such a low budget film with very little recognizable famous actors and doesn't seem to have the simplistic storyline. Its defiantly a great alternative for any filmmaker and how they might help the film rise to the top. 

'Foxcatcher' Fails with Their Initial Promotions

Resource
New 'Foxcatcher' Trailer, Poster Promise All Sorts of Channing Tatum

Citation
Zuckerman, E. (2014, July 2). New 'Foxcatcher' Trailer, Poster Promise All Sorts of Channing Tatum. Retrieved January 21, 2015, from http://www.thewire.com/entertainment/2014/07/the-foxcatcher-marketing-campaign-is-now-focusing-on-channing-tatum/373860/

Summary 
     This article shows Foxcatcher's different ads on various medias with a noticeable pattern. Knowing that the most talked about performance in the film was by Steve Carell and yet it was easily seen that they made sure Channing Tatum was the main and only focus. Even though Sony's decision to promote around Tatum's performance, Carell unintentionally took the spotlight.  

Quotes
• "So does this mean that Sony Pictures Classics' believes Tatum to be their greatest Oscar hope?"
• "New advertising for the film, however, is primarily selling Channing Tatum's performance as du Pont's mentee, the wrestler Mark Schultz, hard"

Reflection
     This was an interesting case where the company's main focus received less fame than the secondary character. This comes to show how just one performance can overpower the initial promotion for the film. Carell was even nominated for the Golden Globes and Oscars, where as Tatum got non. I feel as though it demonstrates that audiences/viewers still hold a part of the throne as to what becomes popular and 'trending'. Sony's attempt to lure their target audience towards Tatum failed and uncaps their intention of manipulation. 
     What does this come to show when deciding how to advertise your film? It isn't always that easy for these companies to figure out what the public's reaction would be when making these designs. It comes down to just research and assumptions, especially important for these low budget to gain such an audience. The film's incorporation of the well known actors came to their favor but could have promoted it using more of the cast rather than only basing the advertisements on one character. 

'Birdman' Distributed Through Freebies

Resource

Dissecting 'Birdman' Publicity Campaign

Citation

Marich, R. (2014, October 19). Dissecting Birdman Publicity Campaign : News : Marketing To Moviegoers : A Handbook Of Strategies Used By Major Studios And Independents. Retrieved January 15, 2015, from http://www.marketingmovies.net/news/dissecting-birdman-publicity-campaign/

Summary

     The article explains how Birdman publicized itself and what techniques were used to gain the audience they want. The film was marketed as much as possible, from Tv outlets to press junkets with the cast. Their technique, like other films now a days, was to widen the audience variety as possible. 

Quotes

• "The junkets, which bring together large numbers of journalists, are the most impactful because they are cost-efficient and can be conducted quickly"

•"The distributor Fox Searchlight is the specialty-film arm of 20^th Century Fox with an excellent track record marketing smallish films to hit proportions such as Slumdog Millionaire, 12 Years A Slave, Black Swan, Little Miss Sunshine and Sideways"

Reflection
     I feel like the way the film was publicized made it a bit confusing on what type of audience its mainly for. As it states in the article "straddles the line between drama and black comedy, so it’s hard to classify, which audiences often find off-putting". It is understandable when releasing any film, especially indie, it would be helpful and easier if it was just distributed through freebies. Although, this does come with risks towards the audience's understanding of Birdman. This also puts off the connection and/or message viewers should gain from the film. 
     The campaigns were less concerned with the quality, in which who they were marketing to and where, and more invested in quantity making sure the movie was advertised everywhere/anywhere. In my opinion, its not the best idea to take the easy way out.