The goal of this paper is to understand the role of marketing in the cinema industry and understand how the promotion of a film affects the audience’s perception of the product. The thesis opens with an analysis of the relationship between the public, the type of product and the production model. The target of a film is central in establishing its characteristics and in directing the production, so it is essential to study and understand its audience to create a product that respects and responds to the tastes and needs of the target. Currently, several production models meet the needs of different audiences. The thesis outlines the US, European, Asian and streaming services platforms models. This permits the understanding of how the product changes according to the geographical area of production of the film, therefore depending on the target audience, the budget available and the subjects that produce and the distributors. The goal of this paper is to understand the role of marketing in the cinema industry and understand how the promotion of a film affects the audience’s perception of the product. The thesis opens with an analysis of the relationship between the public, the type of product and the production model. The target of a film is central in establishing its characteristics and in directing the production, so it is essential to study and understand its audience to create a product that respects and responds to the tastes and needs of the target. Currently, several production models meet the needs of different audiences. The thesis outlines the US, European, Asian and streaming services platforms models. This permits the understanding of how the product changes according to the geographical area of production of the film, therefore depending on the target audience, the budget available and the subjects that produce and the distributors. Then it is analyzed how marketing is applied to cinema and what the main tools and strategies chosen to promote a film are. Marketing campaigns are structured according to a movie's characteristics and the product's target audience. The paper presents the differences in the marketing approach according to the production model, therefore depending on the type of product and the country of production. Finally, four case studies representing four kinds of products are presented. The selected films are "Avengers: Endgame" (Anthony Russo and Joe Russo, 2019), "Parasite" (Bong Joon Ho, 2019), "Roma" (Alfonso Cuarón, 2018) and "Perfetti sconosciuti" (Paolo Genovese, 2016). This allows the observation of the strategic choices put in place in real cases and the understanding of the effects produced by the marketing campaign in terms of audience perception and therefore of box office, attendance in the theatre and success of social media activity.
L’obiettivo di questo elaborato è approfondire il ruolo del marketing in ambito cinematografico e capire quanto la promozione di un film impatta sulla percezione del pubblico in relazione a tale prodotto. La tesi si apre con un’analisi del rapporto tra target di riferimento, prodotto e modello produttivo. Il target di un film è centrale nello stabilire le sue caratteristiche e nell’indirizzare la produzione, per questo è fondamentale studiare e capire il proprio pubblico per realizzare un prodotto che rispetta e risponde ai gusti e alle necessità del target. Attualmente si riscontrano diversi modelli produttivi che rispondono a esigenze di spettatori diversi. Nella tesi sono delineati i modelli di produzione statunitense, europeo, asiatico e delle piattaforme di servizi streaming on demand. Ciò permette di capire come cambia il prodotto in base all’area geografica di produzione del film e quindi a seconda del pubblico di riferimento, del budget a disposizione e dei soggetti che producono e distribuiscono. Successivamente si procede analizzando il marketing applicato al cinema e quali sono gli strumenti e le strategie principali scelte per promuovere un film. Le campagne marketing vengono strutturate in base alle caratteristiche del film e al target di riferimento del prodotto. Nell’elaborato vengono presentate le differenze nell’approccio al marketing in base al modello di produzione e quindi a seconda della tipologia di prodotto e del paese di produzione. Infine, sono presentati quattro casi di studio rappresentativi di quattro tipologie di prodotti. I film selezionati sono: "Avengers: Endgame" (Anthony Russo e Joe Russo, 2019), "Parasite" (Bong Joon Ho, 2019), "Roma" (Alfonso Cuarón, 2018) e "Perfetti sconosciuti" (Paolo Genovese, 2016). Ciò permette di osservare le scelte strategiche messe in atto in casi reali e di capire l’effetto prodotto dalla campagna marketing in termini di percezione del pubblico e quindi di incassi, presenze in sala e successo delle attività social.
Marketing e cinema: come produzione e promozione si adattano al pubblico e possono cambiare la percezione di un film.
CIVINI, ERICA
2021/2022
Abstract
The goal of this paper is to understand the role of marketing in the cinema industry and understand how the promotion of a film affects the audience’s perception of the product. The thesis opens with an analysis of the relationship between the public, the type of product and the production model. The target of a film is central in establishing its characteristics and in directing the production, so it is essential to study and understand its audience to create a product that respects and responds to the tastes and needs of the target. Currently, several production models meet the needs of different audiences. The thesis outlines the US, European, Asian and streaming services platforms models. This permits the understanding of how the product changes according to the geographical area of production of the film, therefore depending on the target audience, the budget available and the subjects that produce and the distributors. The goal of this paper is to understand the role of marketing in the cinema industry and understand how the promotion of a film affects the audience’s perception of the product. The thesis opens with an analysis of the relationship between the public, the type of product and the production model. The target of a film is central in establishing its characteristics and in directing the production, so it is essential to study and understand its audience to create a product that respects and responds to the tastes and needs of the target. Currently, several production models meet the needs of different audiences. The thesis outlines the US, European, Asian and streaming services platforms models. This permits the understanding of how the product changes according to the geographical area of production of the film, therefore depending on the target audience, the budget available and the subjects that produce and the distributors. Then it is analyzed how marketing is applied to cinema and what the main tools and strategies chosen to promote a film are. Marketing campaigns are structured according to a movie's characteristics and the product's target audience. The paper presents the differences in the marketing approach according to the production model, therefore depending on the type of product and the country of production. Finally, four case studies representing four kinds of products are presented. The selected films are "Avengers: Endgame" (Anthony Russo and Joe Russo, 2019), "Parasite" (Bong Joon Ho, 2019), "Roma" (Alfonso Cuarón, 2018) and "Perfetti sconosciuti" (Paolo Genovese, 2016). This allows the observation of the strategic choices put in place in real cases and the understanding of the effects produced by the marketing campaign in terms of audience perception and therefore of box office, attendance in the theatre and success of social media activity.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/2663