Entertainment MKTG Exam 1

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Kennesaw State University *

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3800

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Marketing

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Feb 20, 2024

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QUESTION #1: The Difference (a) Discuss FOUR examples of how Entertainment Marketing is different from Consumer Product Marketing (4pts). (b) Describe what each means and how it affects marketing one of the eight entertainment industries we will be discussion (16pts). Please explain your examples in detail and include one legitimate source for each. Be sure to use FOOTNOTES for your citations. Speed is the first example of how entertainment marketing is different from marketing for consumer products. Speed is crucial in the marketing of entertainment, particularly in the entertainment industries such as the film industry, theater, and music. The rate at which movies are created, made, and released is referred to as speed in the context of the film industry. Competition and audience demand are two examples of reasons that might lead to rapid production and release timelines. Marketing teams must be adaptable and responsive given these rapid production cycles. To align with release dates, marketing efforts must be effectively planned and carried out. In consumer product marketing, speed may be crucial, although it is less time-sensitive than in the entertainment industry. Their planning and execution are a little more adaptable. Marketing teams must be flexible and responsive in order to handle quick production cycles. To match with release dates, marketing activities must be strategically designed and effectively carried out. Real-time marketing tactics are frequently required to take advantage of trends and audience reactions. Sandra Bullock's movie "Bird Box" featured a quick marketing campaign that was timed with the Netflix release, employing social media teasers and in-the-moment audience interaction. 1 Multiple channels are the second way that entertainment marketing is different from marketing for consumer products. The entertainment industry frequently makes use of a variety of channels for distribution and consumption, including streaming services, live events, and products. To engage consumers across these many channels, marketers must modify their strategies. Traditional movie theaters are not the only venues for the film industry. It currently encompasses multiple distribution methods such as streaming platforms. While consumer product marketing often entails advertising a tangible or intangible product through well- established retail or internet channels. The emphasis is on showing the product's qualities and advantages rather than adapting to multiple entertainment platforms. Film marketing must take into account the various audience segments represented by those channels. To properly reach and engage viewers, each channel can need a different marketing strategy. For instance, collaborations with streaming platforms and cross-promotions might increase the film's audience.The Netflix hit "Stranger Things" is a perfect example of how a TV show can be marketed via a variety of digital channels, products, and even fully immersive experiences like pop-up shops and video games. 2 1 Singh, T. R. (2021, December 16). How Bird Box Became The Most Watched Movie On Netflix Using This Marketing Technique . Medium. https://rahulthakursingh.medium.com/how-bird-box-marketing-made- it-the-most-watched-movie-on-netflix-ec301c34cd6c 2 Stranger Things Experience . (n.d.). Stranger Things: The Experience. https://strangerthings- experience.com

The third example of how entertainment marketing differs from consumer product marketing is licensing and merchandising. In the entertainment industry, licensing and merchandise are frequently used to increase recognition and income. This entails developing and selling goods that are connected to the entertainment material such as toys and apparel. It may involve working with other companies. In consumer product marketing, the product itself is the main emphasis; licensing or merchandising are not major tactics. Proper licensing and merchandising can have a positive effect on revenue. Marketing strategies must not only promote the film but it has to relate to the merchandise. With toys, apparel, video games, and other products, the "Star Wars" series is well recognized for its vast licensing and merchandising ventures. 3 Many entertainment genres have a global demand, therefore marketing plans must take into account diverse consumers and language barriers. The requirement for localization and adaptability is driven by global demand. Although consumer items can also be sold internationally, this process is often less complicated. While translating packaging and advertisements for consumer goods may be necessary, cultural adaptation for entertainment content is typically more necessary. Many popular films have a worldwide audience.There is a global market for films that frequently crosses national boundaries and language barriers. Cultural awareness and flexibility are necessary when marketing to a foreign audience. Campaigns may need to take into account regional preferences and holidays, which may need subtitles or dubbing. Furthermore, worldwide distribution arrangements and partnerships with overseas studios might assist in reaching a larger audience. An example would be the worldwide popularity of HBO “Game of Thrones” because they were able to translate the popular phrase “Hold the door” into 21 world languages. 4 QUESTION #2: The 4Cs 3 Wood, Z., & Wood, Z. (2023, August 15). New Disney Merch: Star Wars, Encanto Plush & MNSSHP Recap! The DIS. https://www.wdwinfo.com/disney-merchandise/new-disney-merch-star-wars-tees- encanto-plush-mnsshp-recap/ 4 Calvario, L. (2016, August 10). IndieWire . IndieWire. https://www.indiewire.com/features/general/game- of-thrones-hold-the-door-phrase-in-different-languages-1201714982/

This is a critical concept in entertainment marketing. (a) Define and provide a unique example - not from the Resources or Lecture – of the “4C’s” as discussed in this class (4pts). Research and discuss (b) how you could use each of the “4C’s” to market one of the eight industries discussed in the class (16pts). Please explain your examples in detail and include one legitimate source for each. Be sure to use FOOTNOTES for your citations. Content refers to the actual creative content that viewers interact with, such as films, TV series, music, video games, or live performances. Shrek the movie is regarded as content in the film industry since it is an example of a creative and artistic work that was created and presented with the intention of providing enjoyment. Shrek is known as one of the best cinematic animations. 5 A trailer displaying the plot, characters, and visual effects is one approach for marketing this material. Conduit stands for the platforms and channels that are utilized to distribute material to consumers. This can refer to movie theaters, streaming services, or even events in the film business. One-of-a-kind conduit marketing was used for Christopher Nolan's film "Tenet" . One of the first significant motion pictures to hit cinemas during the COVID-19 pandemic. 6 The marketing team employed normal movie openings and unique screening dates to generate publicity and draw crowds to theaters. Convergence is the combining of various media and marketing channels to provide audiences a smooth and engaging experience. This can include movie-related merchandise, social media advertising, and virtual reality events. Convergence is demonstrated through Disney's marketing of "Star Wars: The Force Awakens". Fans could immerse themselves in the "Star Wars" universe outside of the film thanks to the availability of action figures, video games, and even a mobile app. 7 Consumption describes how viewers engage with and experience the material. It incorporates elements such as audience involvement, feedback, and fan communities.The Marvel Cinematic Universe's (MCU) marketing makes the consuming component very clear. Marvel Studios encourages fans to participate by hosting online forums, using social media, and attending fan conventions. This fan interaction builds excitement for impending MCU releases and a feeling of community. 8 5 Cherelus, G. (2021, May 20). ‘Shrek’ at 20: How a Chaotic Project Became a Beloved Hit . The New York Times. https://www.nytimes.com/2021/05/18/movies/shrek-20th-anniversary.html 6 Rubin, R. (2020, November 3). Variety . Variety. https://variety.com/2020/film/news/christopher-nolan- tenet-release-1234822593/ 7 Disney & Lucasfilm’s app for your Star Wars fix - Vanessa Radd @vanradd - Medium . (2018, June 15). Medium. https://medium.com/@vanradd/disney-lucasfilm-s-app-for-your-star-wars-fix-3debea933f4c 8 Moore, K. (2022, June 28). Marvel’s approach to marketing: Then and now . BANKNOTES. https://hashtagpaid.com/banknotes/marvels-approach-to-marketing-then-and-now

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QUESTION #3: Copyright Discuss what legal protections copyright provides including (a) who and (b) what it does/does not protect, (c) how to get a copyright, and (d) how long it lasts (3pts each). Then (e) research and discuss a unique example - not from the Resources or Lecture – of copyright infringement in the entertainment industry (8pts). Please explain your example using the answers you gave below in detail. Be sure to use FOOTNOTES for your citations. Copyright law grants creators the sole right to publish, reproduce, sell, display, perform, and prepare the derivatives of their work. It forbids unauthorized use or duplication of the work by third parties. The original work of authors or creators is protected by copyright. It grants them sole authority. The art must be authentic and concrete. It does not protect facts, ideas, titles, government publications, fashion, or methods. It does not prevent others from creating their own work inspired by the same ideas and facts. When an original work is created and fixed in a physical form of expression, it automatically gains copyright protection in the US and many other nations. In 1989, it was made automated. A copyright is valid for the creator's lifetime plus an additional 70 years. Under pressure is a song by Queen and David Bowie that is protected by copyright.In the music industry copyright pertains to the bassline, melody, and lyrics. In the 1990s, rapper Vanilla Ice released a song called “Ice Ice Baby”. The song became very popular but unfortunately it was alleged to have the same bassline as “Under Pressure”. Vanilla Ice denied any allegations but it was evident to listeners that there were similarities to the songs’ basslines. During court, Vanilla Ice and copyright holders came to a settlement. Vanilla agreed to pay a significant amount of earnings and credit Queen and Bowie as co-writers because of the use of the bassline. 9 This is a typical example of copyright infringement in the music industry, where resemblance in melody and bassline led to a legal conflict. It emphasizes how even slight similarities can result in claims of infringement and how crucial it is to correctly manage copyright issues in order to prevent negative legal consequences. 9 A. (2023, June 6). Classic Copyright Cases – Ice Ice Baby | Briffa Legal . Briffa Legal. https://www.briffa.com/blog/classic-copyright-cases-ice-ice-baby/

QUESTION #4: Trademark Discuss what legal protections a trademark provides including (a) who and (b) what it does/does not protect, (c) how to get a trademark, and (d) how long it lasts (3pts each). Then (e) research and discuss a unique example - not from the Resources or Lecture – of a recent trademark issue in the entertainment industry (8pts). Please explain your example using the answers you gave below in detail. Be sure to use FOOTNOTES for your citations A trademark is a type of property protection that allows you to use a certain sign, term, or phrase to identify something. Trademarks offer legal protection to companies, groups, and people who use a particular mark, such as a logo, name, or catchphrase, to set their products and services apart from those of competitors. Brand names, logos, product packaging, unique sounds, and smells are just a few examples of the many things that can be protected by trademarks. Trademarks do not protect the underlying goods or services; rather, they protect the branding features connected with them. Furthermore, trademarks cannot stop others from using the same symbols in a different industry or context . There are 6 steps in getting a trademark. Select and create a mark, conduct a trademark search, file a trademark application, wait for examination, publication, and registration and maintenance. Trademarks must be renewed every 10 years. In 2020, the NFL Washington team, previously known as “Washington Redskins”, announced that they will be retiring the team name and logo which caused a lot of controversy because it was labeled as racially insensitive towards Native Americans. After the name change, the team faced trademark related conflicts. Because their previous name had been registered with the U.S Patent and Trademark Office, thay had to navigate the complexities of securing a new team name and logo. They eventually registered as “Washington Football team” with a unique “W” logo. Now they are allowed to protect and control the use of the new logo in various merchandising and promotional strategies. 10 10 Vargas, T. (2023, January 22). U.S. patent office cancels Redskins trademark registration, says name is disparaging . Washington Post. https://www.washingtonpost.com/local/us-patent-office-cancels- redskins-trademark-registration-says-name-is-disparaging/2014/06/18/e7737bb8-f6ee-11e3-8aa9- dad2ec039789_story.html

QUESTION #5: Product Placement Discuss product placement including (a) defining what it is, (b) two ways payment is made, and what are the advantages and disadvantages of product placement as it relates to BOTH the (c) company whose product is used and (d) the entertainment platform where it is used (12pts). Give a unique example - not from the Resources or Lecture – of product placement and explain why you think it is a good or bad example (8pts). Product placement is a marketing approach in which branded items or services are prominently showcased inside entertainment material such as movies, television shows, video games, or music videos. It is a type of advertising in which the product is incorporated into the plot or scene, allowing the viewer to see it without being blatantly pushed. Product placement allows the business to compensate the entertainment platform or content producers for highlighting their product. Based on elements like the level of visibility of the ad and the audience reach, the cost may vary significantly.As an alternative to paying the entertainment platform with money, the business may offer free or heavily discounted goods or services in return for product placement. Payments are based on exposure, duration of exposure, and if the product is actively used. Advantages for the company is exposure, frequency, cost, and recall. Product placement can expose a company to a massive targeted audience, often reaching segments that traditional marketing might ignore. Product placement, when effortlessly integrated into the content, can appear more natural and less aggressive than common commercials, improving the brand's authenticity. Disadvantages for the company include lack of control and negative reaction. Companies have limited control over how their product is depicted in content, which can be a negative if it is utilized in a way that is inconsistent with the brand's image.The company associated with the product may have its reputation damaged if the material promoting it is controversial or receives negative publicity. Advantages for the entertainment platform would be additional revenue and realism. For entertainment platforms, product placement may be a profitable source of revenue that helps alleviate the costs of production. Recognizable companies and products often appear in realistic situations, which helps increase the authentic feel of the plot. Disadvantages for the entertainment platform would be creative constraints and audience reaction. Product placements can restrict creative flexibility since content producers must make sure the placement fits naturally into the plot.Viewer dissatisfaction can be caused by apparent or frequent product placements, which can turn viewers away and be perceived as obtrusive. The television program "Stranger Things" is one instance of product placement. Coca- Cola is widely featured in the third season of the show, which is set in the 1980s. A fully replicated Coca-Cola store in the style of the 1980s is part of the recently completed Starcourt Mall, which is regularly visited by characters. On screens, Coca-Cola beverages are drunk with the logo of the company clearly visible. It fits with the show's nostalgic '80s vibe and doesn't feel forced, making it a solid example of product placement. Coca-Cola being a popular beverage at the time, thus it was a perfect match for the plot. It strengthens the show's realism and connects with viewers who experienced that era or like nostalgia. Additionally, Coca-Cola's participation

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most likely resulted in financial gain for the production, maintaining the excellent production qualities of the series. Coca-Cola earned a total of $3.4m in its appearance in the show. 11 11 Sagar, E., & Sagar, E. (2022, August 22). Stranger Things ‘delivers $27m’ in brand placement value - The Media Leader . The Media Leader - 100% Media: News Analysis, Opinion, Trends, Data & Jobs. https://the-media-leader.com/stranger-things-delivers-nearly-30m-in-brand-placement-value/ #:~:text=YouGov%20Stream%20found%20Coca%2DCola,a%20fountain%20cup%20at %20%24466%2C000.

Entertainment MKTG Exam 1

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