Think of the buzz around the series finale of Friends and Seinfeld; likewise, think of the buzz around the Godzilla movie released in 1998—Sony spent 50 million on advertising (a record amount for a movie). They showed teaser previews a year before its release.

• Ads for films began with the birth of the film industry in the mid-1890s. Celebrity magazines, movie trailers, publicity stunts and so on were also used in the early 1900s.

• Between 1994 and 1995, the 34% growth was surpassed by only one industry: computers and electronics.
• NBC in 1996 spent approx 500 million of its own airtime to promote its own programs.
• During the Olympics NBC aired the most ads, followed by CocaCola and GM. They hope that by pounding the same advertising theme, they can establish a favourable image of themselves.
• Spiderman/Batman can be seen doing cross promotions with a company like McDonalds or Burger King. Such ads do not cost the film producer much money (if anything at all) and can generate millions of dollars worth of advertising.

• Why has the entertainment industry turned so strongly to marketing activities in the 1990s? The answers have to do with changes in technology, production costs and corporate ownership.
• Technology
• One reason is new promotional media. The increase in specialized television channels (Golf Channel, etc) has allowed for advertisers to cater to a defined demographic.
• Video/DVD sales used to be another excellent source of revenue. But recall that these mediums can be lent to friends, borrowed from stores, etc.
• The internet is another promotional tool. Just about every new film release has its own website.

• Costs to make movies are getting more expensive. This means a lot more risk and the competition for screen space has become fierce. As a result, producers often feel the pressure to have a big opening week to keep cinema managers happy and keep the film in the theatre.
• Advertising and marketing are perceived as the way to do this. Studies show that 80% of decision-making about motion pictures is influenced by TV ads (1997 stats)
• Television faces similar competition with the increased number of channels. The dropped ratings have prompted production costs to rise as broadcasters are looking for more ‘flashy’ programs.
• Popular shows and sports programming generate a large audience, and the cost of these programs for television channels is very, very high (e.g. 10 billion for a season of ER)

• Disney, for instance, has Monday night football, several ESPN channels, ESPN radio, and they own the Mighty Ducks. That’s just for sports.
• One concern about conglomerates is the diversity of information—especially for news.
• Corporate execs enjoy synergy because it allows them to shift programs between the channels they own.
• Likewise, using Disney Magazine to promote shows on the Disney Channel is a cost effective measure.
• Likewise, licensing agreements are often costly. WB’s Batman was, in addition to film, spread among Warner Records and DC comics to create alternative streams of revenue and to generate more publicity.
• Modern advertising is done this way. They look at their ‘own back yard’ and see what they can use before seeking alternative places.
• PR is another way to generate promotion (very sparsely stated in the reading)
• Another way is through promotional ethos. Walt Disney’s former president once said that there should be less commercial time on television.

• Privileging the promotional friendly.
  • It’s easier to catch the audience’s attention with ads for films about comets hitting earth. These ads are more visually appealing than adult soft stories.
  • Producers of TV series are also encouraged to come up with ‘gimmick’ episodes. For instance, the Drew Carey show did a musical once; 3rd Rock from the Sun did a 3D episode.
• More ads
  • The number of television program promotions has increased since the 1980s.
  • This means that media users are exposed to less content and more advertising.
  • Just about any ad-free space is seen as fair game for promotion. For instance, during ABC’s football broadcasts, the commentators usually advertise the networks premiere television program by making quick announcements here and there.
  • In 1994, NBC used a promotional tactic in which they split the screen of ending credits to advertise for other shows. Now others do the same.
  • As a result, time devoted to PSAs is being shortened.
• Viewers pay with their time.
  • Metaphor: viewers work by watching commercials in exchange for a salary consisting of entertainment and information programming.
• Ads embedded in media content
  • Product placement is often found in television or film programs. This is seen as an alternative source of revenue for the film/television program. E.g. Ray-Ban glasses in Men in Black; ads in sport arenas—such as close to the basketball court.
  • Plugola: Advertising or publicity that is intended for self-promotion and not paid for or underwritten by an independent sponsor
  • Media content embedded in advertising
  • In 1997, Sprint had a commercial whereby the viewer could receive a special long-distance rate and free Men in Black movie tickets.
  • This commercial was first thought to be a movie trailer rather than a commercial for Sprint.
  • Another example is Pepsi and Star Wars; also, Ninja Turtle episode footage used in advertising toys.
  • ‘Cast commercials’—e.g. Friends/Diet Coke ad