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Marketing Films to Millennials and Baby Boomers
Marketing Films to Millennials and Baby Boomers
Marketing Films to Millennials and Baby Boomers
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Marketing Films to Millennials and Baby Boomers

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This is a strategic plan for producing and distributing films to Millennials and Baby Boomers, 50% of the film audience. It discusses the groups’ characteristics, the structure of the industry, and tips for meeting these groups’ needs now and over the next decade. It also includes a SWOT analysis to assess the strengths and weaknesses of one's company.

LanguageEnglish
Release dateOct 5, 2012
ISBN9781301953875
Marketing Films to Millennials and Baby Boomers
Author

Gini Graham Scott

Gini Graham Scott, Ph.D., CEO of Changemakers Publishing and Writing, is an internationally known writer, speaker, and workshop leader. She has published over 50 books with major publishers on various topics and has written over 3 dozen children's books. Her published children's books include Katy's Bow, Scratches, The Crazy Critters First Visit, and Where's the Avocado? published by Black Rose Writing. She has published 8 children's books through her company Changemakers Kids and is a member of the Society of Children's Book Writers and Illustrators. She does workshops on self-publishing and creativity. She also helps clients write books as a ghostwriter and self-publish or find publishers and agents. Her websites are www.changemakerspublishgandwriting.com and www.ginigrahamscott.com.

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    Book preview

    Marketing Films to Millennials and Baby Boomers - Gini Graham Scott

    Marketing Films to Millennials and Baby Boomers

    An Analysis of the Film Industry and a

    Marketing and Strategic Plan for Producing

    and Distributing Films to These Groups

    by Gini Graham Scott, Ph.D.

    Changemakers Publishing and Writing

    750 La Playa, #952 . San Francisco, CA 94121

    wwwchangemakerspublishingandwriting.com

    Smashwords Edition

    Marketing Films to Millennials and Baby Boomers

    Copyright © 2012 by Gini Graham Scott, Ph.D.

    Smashwords Editionm License Notes

    This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you're reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

    TABLE OF CONTENTS

    Introduction

    The Majors and the Growth of Independent Filmmaking

    Targeting the Millennial and Baby Boomer Markets

    Characteristics of the Baby Boomers and Millennials

    The Baby Boomers Now and in the Future

    The Characteristics of the Baby Boomer Generation

    The Millennials Now and in the Future

    The Characteristics of the Millennial Generation

    Projections about Film Industry Trends

    Structure of the Industry

    Trends in Film Productions

    Recommendations for Meeting the Needs of These Age Groups

    Selecting Topics and Themes

    Developing Films Based on the Interests of Baby Boomers and Millennials

    Introducing Changemakers Productions

    SWOT Analysis of Marketing Films to These Generations

    Understanding Changemakers’ Vision, Mission, Values, and Overall Strategy

    Conducting a SWOT Analysis

    References

    Introduction

    The film industry is a $10.9 billion business as of 2010, up from $7.5 billion 2000, according to Cinema of the United States (Wikipedia). It is dominated by six major studios, which specialize in producing and distributing big blockbuster hits, while picking up the distribution of films made by smaller and medium sized companies, which are often discovered at film festivals, by getting buzz through a website, or through other means. These big companies include 20th Century Fox, Warner Brothers, Paramount, Columbia, Universal, and Walt Disney Studio. The mini-majors, smaller production companies distributed by the majors, are DreamWorks Animation, DreamWorks, Lions Gate Entertainment, Metro-Goldwyn-Mayer, Relativity Media, and The Weinstein Company, according to the Major Film Studio entry on Wikipedia.

    The Majors and the Growth of Independent Filmmaking

    While the majors and mini-majors still dominate the industry, a growing number of independent film companies have had success, particularly as new channels for film distribution have emerged, including network TV, cable networks, DVD, webisodes, Internet streaming, foreign sales, theatrical release in small art theaters, and sometimes studio pickups for mass distribution. Another factor fueling the growth of independents is that some of the studio’s very expensive films have turned into bombs, despite high-paid stars and massive marketing campaigns expected to lead to blockbuster hits.

    A key reason for such blockbuster failures is that the studios are often producing me-too action, adventure, and sci-fi films, such as John Carter, Battleship, and Mars Needs Moms. Also, the studios have so strongly focused film production and distribution on their target 18-24 year-old male audience that they have neglected other markets. They have also forgotten the primary rule of successful filmmaking is that story is king; so even with popular special effects and high-tech wizardry, if the film does not have a good story, it won’t have widespread appeal. As in politics, a lot of money and promotion doesn’t buy success, unless there is a good story that film audiences want to hear.

    By contrast, the

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