Monday, December 5, 2011
I think that association comes into play here, by connecting the song with an advertisement or an advertisement with the song; whenever they see or hear either of them the other one will be associated with it. The advertising industry is also facing a very competitive time, where money is very tight. They have to come up with good advertisements for the product they are working with so that it sticks out from other advertisements. One way to do this is to connect your advertisement with a popular song and artist. The most important issue for both of these media industries is adapting to the technological shifts of the 21st century.
The Gateway Film Center in Columbus shows AMC's The Walking Dead on their big screen for a commercial mandate. The three party system of the producer, the advertiser, and the consumer each offer something to another. The producers and the advertisers are giving the content to the consumer for their attentive "eyeballs." The content on the screen is already paid for by the advertiser and by putting it in the movie theater, the advertisers are guaranteed each person watching The Walking Dead to sit through every commercial because they can't change the channel. Even though it won't be recorded by the Nielsen Company, chances are it wasn't going to be recorded by them anyway, since the Nielsen survey size is actually quite small anyway.
Our constantly evolving media driven society is now implementing popular songs into mainstream TV commercials. As we have discusses in class, this is just another example of how different forms of media and technology are overlapping and becoming a part of one another. This not only benefits the product that is being advertised but also the artist featured in the advertisement. The ads become personal and memorable for the audience and therefore they are more prone to remember the song in correlation to the product it is representing. A few examples of popular songs in ads are:
These are ads that I personally have seen, remembered, and wondered: “What is the name of the song from that commercial?” This is exactly the point of this strategy. As a consumer I remembered the product featured in the commercial and downloaded the song featured in the commercial. This is an example of a commercial mandate. The goal of this media is to create profit for the product and the chosen artist. Profit for the product and the artist are interconnected. A popular song from a popular artist is more likely to catch the attention of the audience. Songs are picked specifically depending on the product and the audience in which it is targeting. This also translates into the relationship between economic and technological mandates. In my opinion adding popular songs to commercials is a new development in technology which leads to an increase in economic capital and profit.
There has been a notable increase of musicians licensing their music for use in the advertisement industry. This increase is most prevalent in the daily commercials that we see on TV. For example, Snoop Dog’s music is featured in a Sundrop soda commercial, music from Chris Brown is featured in a Doublemint gum commercial and Rihanna’s music is featured in a Nivea skin care commercial to name a few (click links to view commercials).
The ability for musicians to use their creative works for advertising products allows them to reach a targeted audience, as well as a way of marketing themselves. For example, Nivea is a very popular skin care line and when consumers of Nivea here Rihanna’s music in the background, this might spark their interest in Rihanna’s music. Also anyone who is a fan of Rihanna's that does not use Nivea, will be more likely to buy Nivea products in the future. The musicians work does not only benefit the artist but it also benefits the sales of the product. Implementing music in the backdrop of commercials is a creative way to increase both music and product sales. This creative practice in particular can also have a negative effect on the product. For example, during the Chris Brown and Rihanna scandal, the Doublemint contract with Chris Brown was canceled because of the legal situations. Wrigley’s feared that their product sales would decrease because it was associated with Chris Brown.
Moreover, artist turn to licensing their music for use in the advertisement industry as a new source of profit/ income. The music industry as a whole has taken an economic down fall due to technological advances including the ability to pirate and peer share music. Both the artist and the label are loosing economically thus they are forced to find ways to make profit. In this case they make money from the advertisers. In all the musicians partnership with advertisers has become succesfull.
Sunday, December 4, 2011
Music is a media industry that has experienced a significant amount of change over the past ten years. With this change has come the creativity of musicians to get their songs out to the public and hope for a large enough ‘buzz’ to generate revenue (the ultimate goal). Thus the economic condition and desire to sell songs has lead musicians to creating partnerships with advertisers. Through licensing music to advertisers, musicians are able to make a profit off select songs and advertisers are able to have a ‘catchy’ tune to help attract viewers to watch their commercial.
This partnership is incredibly useful for both parties and helps with the exhibition and distribution practices for both the advertisers goods and the musician’s music. Especially because with audiences ability to fast forward through commericals, pressure rises for advertisers to create attractive commericals. Popular music helps to catch the attention of the audience. Additionally, the two work together to create a commercial with music appropriate for the target audience/consumer in hopes of both the product and music being purchased. Finally, this partnership helps musicians enter further into the television industry, developing a new form of distribution.
AMC decided to allow Gateway to screen The Walking Dead on a weekly basis for a variety of reasons. As we have discussed this year, the concept of distribution is a tricky one these days and the promotion of television shows is becoming difficult. Networks need to think of different ways to promote their shows and promote them in a more effective manner than the competition. This example is a technique used by AMC to spread the shows popularity, and expand availability to a larger audience. Although it may not contribute to the series’ ratings, it promotes the show in different ways. More people are likely to attend the viewings and then follow the show later as the series progresses. It grabs the attention of a larger audience, and this larger audience then becomes attuned to keep following the shows progression. This larger audience is also inclined to then promote the show to family and friends, and the show is networked this way.
AMC attracts a larger audience and fan following for the show, and Gateway is able to make money off this promotional strategy. Considering The Walking Dead is the only show available at the screenings, people are forced to invest their attention towards this show and this show alone. It gives the show an advantage over other shows where these screenings are not possible. The increase of the shows popularity in turn is reflected on future ratings and the shows ratings are likely to increase. For this reason, AMC decided it would be profitable and intelligent for these screenings to happen, and I’m sure Gateway was in no opposition to AMC suggestion to do so.
Monday, November 28, 2011
“Reed between the Lines” is a relatively new television series which premiered on BET (Black Entertainment Television) that has “edge”. The show aired on a network that caters to African Americans and it is also directed, produced, and cast predominantly by African Americans. The content shown, including humor and racial issues that appear in the series is targeted to and understood by one demographic. “Reed between the Lines” has the ability to appeal and be accepted by one demographic or audience which gives it an “edge”.
The series itself is a comedy that follows a middle class African American family through the ups and downs of life. Generally speaking the series breaks many common stereotypes associated with African American families today. For example, the family lives in a very stable household with both parents present; the mother is a psychologist and the father is a stay at home dad who home-schools their children.
There are very few shows targeting African Americans that do not that portray the stereotype of the broken family living in a lower-class. I believe “Reed between the Lines” appeals to African Americans as a whole. It provides a lifestyle that the majority of African Americans are not exposed to thus it serves as something to work towards. “Reed between the Lines” also appeals to the middle and upper class African Americans because they can relate to the lifestyle and characters.
Sunday, November 27, 2011
Thursday, November 10, 2011
Our visit to the movie theaters allowed us to see two very different operating styles of the distributors. Both made it clear from the start that they wanted to differentiae themselves from the larger competition. I found that Studio 35 succeeded in doing so, while The Arena Grand fell short. The Arena Grand is an independent movie theater, but felt identical to an AMC, just with less movies playing. They offer specialty items in their bistro restaurant including drinks. Yet this “bistro” stunk of popcorn, so who would want to eat there and the drinks were way over priced. Going to a movie is expensive enough and while distributors make most of their money off concessions, I think in this case they were a little greedy. The hardest pill for them to swallow is the digitization of the film industry. In was clear that the company is worried about the costs that come with the new technology and are unsure if all their theaters will be prepared for the new form of film.
Studio 35 was awesome. It punctuates what Drake was trying to prove; that in a stagnate industry one must make an attempt to stand out in new ways. The bar looked like a place my Grandpa would drink and a great selection of microbrews. At the lower ticket prices customers are more willing to buy drinks. That works for them because that is clearly their main revenue stream. The seats were in a bowl, which I had never seen before. Everything there stuck me as original, and I cannot wait to go check it out again. I hate going to the movies and spending all that money on a sub-par film, but in the case of Studio 35 I am paying for an experience. Also you can order pizza and they will deliver it to you while you’re watching the move.
One thing the two theaters shared in common was their willingness to bend the rules. People don’t go to the movies like they used to, so the industry had to find new ways of creating revenue streams. The Arena Grand pockets all the cash from a private showing citing that they were just renting out the pace and not selling tickets. Studio 35 shows the Buckeye games even though they have received cease and desist orders. They need to show these games in order to cover their operating costs because they do not make enough of movies alone. Due to increased distribution costs and piracy these distributors have attempted to come up with unique and sometimes not always legal idea to attract customers. Patrons want a viewing experience that does not solely revolve around the film. Distributors who meet the needs of their specific clientele will be the ones still successful in the industry.
Monday, November 7, 2011
Studio 35, the oldest independent movie theater in Columbus, has coupled its business to be a theater as well as a drafthouse. This unique combination will attract a whole different audience that may not go to ordinary theaters, but choose this one for their beer tastings and interesting brews. Also, this theater re-shows popular shows that consumers have fallen in love with, for example Office Space is being shown this week during a beer tasting, so people can see a movie they love and try out a few different beers. Arena Grand has also created an experience different than normal movie theaters with a wider range of food at their bistro. Typically you can get popcorn, candy, and a soda at a movie theater, but not Arena Grand. You can get a full meal at their bistro that serves wraps, subs, salads and more. Aside from the food, Arena Grand also offers space for meetings and private screenings, a service not provided by most theaters. In the end, creating an experience that is more than just a movie is the best way for these theaters to make the greatest profit and keep consumers coming back again and again.
Going to the movie has returned to being an “outing”. This change from quickly seeing a film has become an “outing” and viewers are looking for the full experience. With ticket prices higher than ever and over priced concession stand food; you can’t go to a movie without spending a good amount of money. For this reason movies and especially theatres are being looked at to provide a full experience (Drake, 64). Arena Grand Movie Theatre has transformed the experience of seeing a movie by introducing a Bistro and Bar, full of gourmet foods, beer, and wine. They promise that your “experience” will be one of pleasure and relaxation. Offering the Bistro to movie and non movie goers.
Studio 35 has taken a different approach with consumers, offering various specials to accompany their movie. For example on Sunday, November 6 they are offering a beer tasting and movie special, featuring Office Space. While both of these theatres have taken different approaches at transforming the movie theatre into an experience, they are both aiming at the same concept, creating a place where consumers want to watch a movie. Movies have become so easily accessed at home that the draw to pay for over prices movie tickets and concessions has become less and less appealing. For this reason it is the job of the movie theatres to create that one of a kind experience that competes with the comfort of ones couch and home.
Tuesday, November 1, 2011
Drake defines publicity as media coverage for which no payment by the studio is made. While a member of the marketing department essentially, it functions at a very different frequency. Instead of being handed budgets and creating campaigns, publicity looks to utilize the talent of their movie through media use. Interestingly, Drake notes that reviews, television appearances, and interviews do not usually involve a direct payment to the media, and therefore may be more trusted by audiences. Trailers, and ads for movies are clearly attempting to spin and sell something to the consumer, but a late night interview with the star in which the movie is not the sole topic can spark peoples interest in a unique way.
Real Steel starring Hugh Jackman, took full advantage of its ability to utilize film publicity. With an estimated budget of eighty million dollars, turning a profit for this action oriented film based around the simplistic theme of robot boxing seemed imperative. While the marketing campaign was certainly high budget, a similarly strong publicity campaign was happening. Hugh Jackman was pushed as the loveable character who brought depth and importance to a movie revolving around robots boxing. Jackman appeared on most late night television shows, including The Daily Show with Jon Stewart, Jay Leno, and Conan O’brien. During interviews Jackman clearly was attempting to show that this film had heart, and while very Hollywood in its nature, it contained some layers. His attempts seemed valiant, he was charming, friendly, and very optimistic about the movie.
Despite excellent differential promotion efforts from Jackson and the publicity team to create a dichotomy of messages from the trailers, the film still has not grossed enough to make a profit. Currently at approximately 66 million dollars, the film had a strong opening weekend but has cooled off sense. Much of this may be due to mixed reviews and not the strong publicity campaign which utilized the television media incredibly well.