O'Reilly logo

Marketing to Moviegoers by Robert Marich

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

4 Promotional Tie-ins/Product Placement

 

Ever since Clark Gable took off his shirt in It Happened One Night and sales of men’s undershirts plummeted, popular-culture entertainment has proven its ability to sell products and services, and to transform brands.

Steven J. Heyer, Beverage Industry Executive

With Hollywood’s major studios spending billions of dollars annually on release prints and advertising in the United States and Canada, there’s pressure to enlist third parties to help carry the marketing load. Thus, film distributors turn to tie-in promotions, which are cross-marketing deals with consumer goods companies. In exchange, the consumer goods outfits get to associate their products with films, hoping that a little Hollywood magic ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required