Marketing Entertainment: Integrate ’06

On April 22, 2006 by Christy

iMedia Connection & Variety’s Integrate ’06 was held on April 12 and now there are some articles and ppts from the talks online at iMediaConnection.

Integrate ’06 is the second annual summit that brings together top marketing executives from major entertainment companies to explore the challenges and opportunities in creating integrated marketing programs to reach todayÂ’s entertainment consumer. 

Jodi Harris gives a round-up in her article. Brad Berens wrote an article, outlining Five Reasons to Market Your Movie Online:

  1. Online Movie Ads Work
  2. It’s Where Consumers Are
  3. It’s Where They Look
  4. TV is Losing It’s Effectiveness
  5. Consumers Want Integration

The ppt of his talk is available online. It has tons of stats on marketing & US film & TV viewing figures compared with DVD buying etc.

Vince Broady looked at How to Leverage CGC in his ppt. The presentation covers the findings of  the GameSpot/Starcom MediaVest Group Youth Study, and has some excellent stats on The Office campaign that I cannot duplicate here until I have permission.

Heidi Dickert and Warner Bros.’ Abe Recio discusses their research on film-goers using mobiles, Mobile as a Marketing Research Tool, in their ppt.

There is also a ppt online of Susan Fogelson’s talk, Creative Showcase: Integrated Marketing.

2 Responses to “Marketing Entertainment: Integrate ’06”

  • There’s an article up on CSM about the studios restricting or outright refusing to provide advance screenings for critics because; “The media world is changing, and the people they want to reach are the kids who are looking at MySpace.com and exchanging instant messages about pictures aimed at them. Conventional critics don’t matter.”

  • Thanks for this Leslie. I think it is bad news when studios stop inviting critics. Bascially, the industry has turned to being about the best marketing campaign, regardless of the content. But, it is an interesting point that they see kids at MySpace as more important. The reason? Their sites have a high search ranking and they become citizen marketers, which makes a property seem a whole lot more credible (if “normal people” are championing it). But these citizen marketers aren’t really marketing the film — they haven’t seen it! — they’re enjoying being part of the creation process. They get a buzz out of being the buzz too. Perhaps if the critics have a high profile on Technorati they’d get invited? 😉

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