Marketing in the Canadian Movie
Industry
Rarely do Canadian movies receive
much recognition. Small budgets are partly responsible and distributors often
don’t employ the right sort of marketing. It’s tough to get somebody to watch a
movie they know nothing about. One 2002 Canadian movie that was more successful
than most was Men With Brooms. Toronto-based Alliance Atlantis motion picture
distribution group spent more than $1 million in marketing this $7.5 million
romantic comedy about a group of participants in the sport of curling.
“It’s the largest campaign we’ve ever employed,” says Jim Sherry, EVP
of Alliance Atlantis motion picture distribution group. The campaign achieved
the desired goal of getting people talking about Men With Brooms and enabled
the movie to gross more than $1 million on its opening weekend. According to AC
Nielsen EDI (Entertainment Data Industries), this marks the all-time highest
recorded opening weekend for an English language feature released throughout
Canada.
1. If Men With Brooms was produced
by Serendipity Point Films and distributed by Alliance Atlantis to 207 movie
theaters across Canada, and the movie theaters distributed the movie to its
patrons, then how many channel levels are there in this system. Give two
examples of systems with more and less channel levels.
2. To encourage movie patrons to
lobby for Men With Brooms to be shown at their local theaters, Alliance
Atlantis launched an e-mail campaign through the Canadian Curling Association.
The movie production company also scheduled a cross-country press junket for
the movie’s stars, Paul Gross, Molly Parker, and Leslie Nielsen. What can you
understand from the terms: push and pull strategy? Can you explain with respect
to the movie industry?
3. Canadian movie distributors do
not want to spend much money promoting a movie they are distributing. The film
companies would like them to spend much more and blame the distributors for low
profits on Canadian movies made for the Canadian market. This is an example of
what type of channel conflict, and what can be its reason?
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