Course Resources Archive

This module introduces students to the main concepts and strategies used in film marketing, and how it is aimed both internally within the industry and toward prospective film audiences. Students will learn the function of marketing when securing distribution deals and how it has informed the marketing campaigns of particular films.

This module applies marketing methodologies to the film and media industries. Students will learn how the industry applies market segmentation techniques to potential film audiences and the significance of consumer behaviour. In particular, students will be provided the opportunity to critically examine different marketing campaign models, particularly in relation to the differences in the marketing of a major Hollywood studio release as compared to an independent film. Case studies of the marketing campaigns of particular films will be cited to illustrate the theoretical issues concerned. The growing importance of new distribution channels upon film marketing will be explored.

A student passing this module should be able to:

1. Critically analyse marketing strategies used within the film and media industries

2. Theoretically understand the basic principles underlying film marketing

3. Evaluate the suitability of a marketing campaign with respect to its target audience

4. Understand the impact of new distribution channels upon film marketing

5. Demonstrate independent research abilities

6. Communicate clearly in writing

7. Apply proper referencing conventions to written assignments

8. Demonstrate good team skills when working in a group

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.