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Jeffrey Fleishman on Marketing Hollywood Films Abroad

Saturday, April 16th, 2016

Foreign playdates account for 70% of the Hollywood box-office take, but you have to know how to do it.

As Jeffrey Fleishman reports in The Los Angeles Times, “like many in the film distribution business, Mimi Steinbauer has a story — ‘funniest example ever’ — of the ingenious sleight of hand in marketing American movies to foreign lands. In her case it was Machete, a picture by Robert Rodriguez about a Mexican drug lord, an ex-federal agent and a racist Texas senator. With comedy, satire and caricature, the film was a violent and outlandish comment on America’s immigration debate.

Buyers in Thailand, however, weren’t interested in political overtones. ‘The Thais called it Machete: Splatter Blood and there was blood all over the poster,’ said Steinbauer, president and chief executive of Radiant Films International in Los Angeles. ‘I said, “You can’t call it that.” But they said it would work and it did. It wasn’t a lie per se. It wasn’t a slasher film, but they knew their audience.’

Distributing and marketing American films to other countries is a game of deciphering aesthetics and culture. What appeals to one nation may turn off another. Europe prefers sex to shootouts, while Asia and the Middle East are rapt by action and violence. Italians recoil at science fiction, Argentines drift toward the intellectual, Russians adore Minions but are cool to interracial love stories, and one distributor described American dramas as ‘the big dirty word in our business.’

Race, politics, religion all factor into how films are packaged. Steinbauer and other U.S.-based film distributors are intimate with local markets and how an American distribution campaign may have to be recast — at times dramatically so — to resonate abroad.

Understanding international preferences is crucial as Hollywood and independent filmmakers reach for larger global shares. World-wide ticket sales reached a record-breaking $38.3 billion last year. More than 70% of the film industry’s box office is generated overseas, a figure that is increasingly driving strategy and financing decisions.

Tapping into the fascinations of audiences from Beijing to Brussels is a high-stakes alchemy of language, allure, censorship, the style of a trailer, the background color of a poster and the bankability of a star such as Nicolas Cage, who despite a declining career is still a good bet in Asia. Such calculations require people with on-the-ground knowledge of specific regions — the kind of innate sensitivity you can’t learn in Hollywood.”

A fascinating article, about a topic which merits more discussion; read it by clicking here, or on the image above.

The $50 Movie Ticket?

Tuesday, June 18th, 2013

World War Z is offering a $50 Mega Ticket in some theatres, to see if it works. I hope not.

As Hillary Busis noted in PopWatch on June 14th, under the tags “boatloads of money, head scratcher, to care or not to care” among other designations, “Paramount and Regal Entertainment have partnered for what they’re calling the ‘ultimate fan event’ — a World War Z package offered at just five theaters nationwide, including screens in Orange County, Houston, San Diego, Atlanta, and Philadelphia. Its price tag? A hefty $50.

To be fair, those who purchase these ‘mega tickets’ will get more than just a pass to see Brad Pitt fight zombies. The bundle includes a ticket to see World War Z in RealD 3-D two days before its official release, a pair of custom RealD 3D glasses, a small popcorn, a limited-edition movie poster, and an HD digital copy of the film once it’s released for home viewing.

Knowing this, let’s break down the mega ticket’s cost.  An adult evening ticket for a movie comparable to World War ZMan of Steel — in RealD 3D at the five theaters listed as mega ticket partners costs $16.30 on average before tax, according to prices listed online. A small popcorn at a theater was $4.75 on average in 2009, and that number has certainly gone up in the past four years; let’s estimate it conservatively at $5. An HD digital download of a newly-released film — Oz the Great and Powerful, for example — costs $19.99 on iTunes and $14.99 on Amazon, so let’s average them to get $17.49

Add those together, and you get $38.79 (plus tax) — meaning that Paramount and Regal are charging around a $11.21 premium for a poster, the custom glasses, and the privilege of seeing the movie in advance.
Is that fair? Considering that $50 can buy you eight $6 beers at a reasonably-priced bar, or six months (plus one week) of unlimited streaming titles on Netflix, or 50 McDoubles at McDonald’s, it doesn’t really seem to be.”

I agree; I can’t imagine paying this, and I’ll add one other fact to Ms. Busis’s summary; today I went to see The Purge at the 12:20PM show in a theater that seated more than 500 people, and I was the only one – the absolute only person – in the theater, and that cost me $6.75 for a 2-D matinee. If you can’t fill theaters at $6.75 a pop in summer with The Purge, a film that’s already demonstrated that it’s a solid hit, how on earth are you going to get away with charging $50 for a souped up ticket for World War Z?

Not going to happen, no matter what Mr. Spielberg and Mr. Lucas say.

About the Author

Headshot of Wheeler Winston Dixon Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of thirty books and more than 100 articles on film, and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. All comments by Dixon on this blog are his own opinions.

In The National News

Wheeler Winston Dixon has been quoted by Fast Company, The New Yorker, The New York Times, the BBC, CNN, The Christian Science Monitor, US News and World Report, The Boston Globe, Entertainment Weekly, The Los Angeles Times, NPR, The PBS Newshour, USA Today and other national media outlets on digital cinema, film and related topics - see the UNL newsroom at http://news.unl.edu/news-releases/1/ for more details.

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