Film Marketing
Marketing a film costs a lot of money. Letting audiences know about your film can cost millions let alone money spent from making the film itself. Marketing a movie can be a very expensive business especially as it only has a limited shelf life. Movies must be a hit on their opening weekend, often on the opening day otherwise they tend to disappear very quickly and the company risk losing money from their investment.
Most cinema tickets are one-off purchases. You don't buy a cinema ticket in the same way as you might buy a particular brand of soft drink, knowing that you will go back to this brand again and again and again (i.e. you have brand loyalty). You base your decision to buy a ticket on the basis of the marketing you have seen for an individual movie.
Harry Potter is a very successful franchise and have earned over $1bn at the box office to date. Fans of Harry Potter have brand loyalty as books, DVDS etc. have also all been successful. They have a built in audience who have gobbled up all kinds of merchandise.
The success of the brand is obvious from looking at the poster: No faces of stars appear although all are very popular, the actual title of the movies isn't clear, and the enigmatic image could be associated with many different genres or narrative possibilities.
The link above is what I used to get all the information on film marketing I felt it was very useful and understanding it gives you a lot of information of how film marketing works and also lists examples which can give you more information and make you more confident within the topic.
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