We are developing a marketing plan for the launch of a DVD for the movie “The Disaster Artist”. The movie will be releasing in 2016 and its DVDs will be up for selling in the market by 2017. Marketing plan is the best way to target the audience, about a specific product/service to let the audience witness what the company wants to convey the audience (Sestero and Bissell, 2017). For this purpose, the public of UK and USA are going to see the publicity and marketing done by our company, for the movie “The Disaster Artist”. The vision for this marketing plan is to increase the influence of the advertisement and marketing of the movie on the general public.
Following the release of the movie, it is important that proper marketing is done to increase its awareness before the DVDs are sold in the market. For this purpose, appropriate marketing tactics need to be examined which will make the marketing of these DVDs more effective (Sestero and Bissell, 2017). In the modern world, there are new marketing techniques which are followed by the companies and indiviuals to increase their advertisement. As far as the movie is concerned, the movie displays a theme of film making and what hurdles are associated with the success of a filmmaker.
In the marketing plan of the movie, it is important to consider the external and internal factors associated with the success of its marketing (Kim and Kim, 2018). Considering the SWOT of the movie and its DVD release, will make it more easy for the implementation of the marketing plan (Bull et al., 2016). Considering that the movie has a star cast like James France and Dave Franco, it is the strength of the movie, as the audience will be attracted directly because of the strong cast. Weaknesses of the movie might be the limited audience which will watch the movie. Threats to the movie are directly the other movies which will be releasing at the same time, of “The Disaster Artist”. Opportunities for the movie are to increase their areas where they can launch the movies in the DVD format.
After these analysis, it should be considered that how the promotion and marketing of the movie will undergo in UK and USA (Bull et al., 2016). For the promotion of the DVDs, using the billboard advertising is the most benefical way of communicating with the general public. According to surveys, every person in a day witnesses alteast 10-15 billboards on the road sides, while driving to walking. Making the faces of James Franco and Dave Franco on the billboard designs, and displaying the name of the movie along with it, will make it more attractive for the audience to witness. The billboard can also say, “get your DVD from the nearest store” or “be the first to have the disaster DVD”. Another way of marketing can be done instores or in shopping malls, where fliers and large banners of “The Disaster Artist” can be displayed. In a shopping mall or a complex, there is the most amount of people everyday and increases the amount of interaction by the public towards the advertisement. Placing a vertical standing banner with a display of James France and saying “DVDs in stores now” can be a very effective strategy.
Marketing and financial expectations
As for the marketing of the DVDs, it is expected that the movie will produce great results financially and in marketing of the movie. The market selected for this plan is the US and UK market, and depending on the larger audience, it is expected that there will be a large sales in the DVDs of the movie in both countries. In US and UK, it is expected that “The Disaster Artist” will produce a revenue of $26M a year, which will include the DVDs selling and cinema shows of the movie. However, depending on the audience, it can increase or decrease. The marketing of the movie will also increase the expectations for the producers, as the movie will potray the culture of Hollywood and the new entrants in the film making industry.
Target audience or target market, is the segment from a market which is chosen on the basis of a product/service which is made specially for that audience/market (Russo, 2016). By selecting a specific market, helps a company to limit their product/service to that audience only and in returns increases the revenue of the company (Russo, 2016). As “The Disaster Artist” is a movie which is based on the film making and life of Hollywood, the best audience for this movie will be the film makers and the students who are studying film making as a professional subject. This target audience is selected because the movie is specific to a topic of film making and targeting all the people in the area might not be benefical for the company, as they might not watch the movie or buy the DVD. Students who are studying film making will get help from watching the movie, which will provide description about the film making and the make a clear picture about the future about film making.
“The Disaster Artist” is expected to release in the month of March 2017. There are a lot of other movies also releasing around the date on which “The Disaster Artist” will be releasing in the surrounding month of March. “IT” and “The Shack” will be releasing in the same time. While, “Logan” and “Get Out” will be releasing in February 2017 (Alonso-Población, Fidalgo-Castro and Palazón-Monforte, 2016). These potential competitors will have a lot of competiton, based on the audience which will buy the DVDs for the movie.
Alonso-Población, E., Fidalgo-Castro, A. and Palazón-Monforte, D., 2016. Ethnographic filmmaking as narrative capital enhancement among Atauro diverwomen: a theoretical exploration. Development in Practice, 26(3), pp.262-271.
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services framework. Ecosystem services, 17, pp.99-111.
Kim, S. and Kim, S., 2018. Segmentation of potential film tourists by film nostalgia and preferred film tourism program. Journal of Travel & Tourism Marketing, 35(3), pp.285-305.
Russo, H., 2016. Explaining Box Office Performance from the Bottom Up: Data, Theories and Models (Doctoral dissertation, George Mason University).
Sestero, G. and Bissell, T., 2017. The Disaster Artist: My Life Inside The Room, the Greatest Bad Movie Ever Made. Simon and Schuster.