360 - Degree Marketing: A comprehensive plan that focuses of reaching the target audience from multiple platforms or channels. Example: Trailers, Billboards, Social media, Hype/Mouth-to-mouth chatter.
Immersive Marketing: The use of augmented and virtual reality in order to immerse a consumer in the brand. Example: AR Mobile Phone Game
Viral Marketing: A style of promotion that relies on an audience to organically generate and push the message of a product or service. Example: Actors and audience posting about the upcoming film.
Hype / Buzz: In getting consumers to talk about a product (or film) with family, friends, and online, Buzz marketing will be employed in hopes of growing awareness through online and mouth - to - mouth traffic. Example: Fandoms spreading the word on social media, and in online groups, the #Don'tSpoilTheEndgame and #Don'tSpoilTheGame presence on social media platforms such as Twitter, Instagram, and Facebook.
Global Marketing: Focus on marketing an organisation's products or services in the international marketplace. Example: Coca-Cola, General Mill's cereal.
Box Office: 2.798 Billion USD
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"How far does cross-media convergence and synergy affect the success of a film?"
Marketing can heavily impact the success of a film even if it's a mainstream production. A film companies use of marketing tools such as cross-media convergence and synergy can lead to a successful Box Office, due to the generated hype and audience awareness of the film, or it can lead to a huge Box Office flop, due to the little awareness an audience has around the film. Avengers: Endgame (2019) was a major Box Office hit for Disney, reaching 2 Billion in just 11 days, purely because of audience awareness and the amount of presence it had in places such as supermarkets; Coca-Cola cans with characters faces, or cereal boxes offering tickets to the film, Social Media; A-list actors and audiences posting edits, trailers, and facts about the film. Whereas Elemental (2023), has been one of Disney's worst flops in terms of Box Office generating only $484.2 Million USD, due to the films marketing being extremely miniscule, and audiences being hardly aware of its release.
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