The Definitive Guide to Entertainment Marketing

Al Lieberman is a Clinical Professor of Marketing and the Executive Director of the Entertainment, Media, and Technology (EMT) Program at the Stern School of Business, New York University, where he was awarded the first Albert Gallatin endowed Chair as Professor of Business. He has created a unique specialization curriculum with courses covering the marketing, professional management, finance, accounting, globalization, new media, and strategic development of the entertainment, media, and telecommunication sectors. Professor Lieberman has extensive experience in the world of entertainment marketing. He served for over 12 years as President and founder of Grey Entertainment and Media, a wholly owned subsidiary of Grey Advertising. Under his leadership, Grey Entertainment grew to become a leading specialized marketing and communications agency, servicing clients such as Warner Bros. Studios, Warner Home Video, ABC Entertainment, Harper Collins Publishers, Viking/Penguin, Murdoch Magazines, People Magazine, Universal Music, Radio City Music Hall, Madison Square Garden Network, Metro Cable Coop (1.800.OK.Cable), Celebrity Cruises, and Barbados Board of Tourism, among others. Professor Lieberman also served as Executive Vice President of Simon & Schuster. As General Manager of the Silhouette book division, he played a significant role in launching the Silhouette paperback brand, which grew to over $250 million dollars in retail sales worldwide, with distribution in 90 countries and 16 languages. His research involves film festivals, technology and its disruptive impact on media and entertainment, and global entertainment and media. He has worked and taught in Italy, France, Germany, India, Argentina, China, and Brazil. Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation, and increase revenue. Through the consulting practice of Esgate & Associates, Ms. Esgate’s clients have included the Walt Disney Company, Sony, Universal Studios, Jim Henson Productions, and the McDonald’s Corporation, along with an extensive list of individual projects both domestic and international. Ms. Esgate has had the pleasure of organizing several conferences focusing on the destination entertainment industry, including her own event, the Summit for Experience Creators, and enjoyed five years as the editor of EM magazine, a groundbreaking publication that focused on all facets of the experiential marketplace. Ms. Esgate has appeared at industry events as both a featured speaker and provocateur; she has also served as a faculty member for Harvard University’s Experience Architecture Forum and Pine & Gilmore’s popular Strategic Horizons thinkAbouts.

Introduction Let Us Entertain You   1
The Market for Marketing—and Marketing Professionals   2
What Sets Entertainment Marketing Apart?   5
New Channels, New Challenges   6
Marketing to the Mass   6
The Digital Disruption   7
A Marketer’s Manifesto   9
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Marketing   11
The Four Cs   11
The First C: Content   13
The Second C: Conduit   16
The Third C: Consumption   16
The Fourth C: Convergence   17
Summary   22
Chapter 2 Getting the Product to Market: Who and How   23
Molding the Message   23
In the Good Old Days   24
Vive La Revolution!   25
Super-Size Me   26
Decisions, Decisions   29
Summary   43
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee   45
Big Numbers for the Big Screen   45
A Bit of Background   47
Reducing Risk: High Concept Films   48
Dum-Dum....Dum-Dum   48
Reducing Risk: Hollywood Meets Madison Avenue   50
Behind the Scenes: The P   53
Out the Door and Onto the Streets: Distribution    55
Theaters: Still Big Box Office   57
Movie Marketing: Who Are the Targets?   58
Marketing Methods   61
Ticket Presale Conduits   65
The Oscars—A Powerful Mrketing Tool   65
Techno Tools   66
Planes, Trains, Automobiles—and More   67
Independent Films   67
Summary   72
Further Reading   73
Magazines to Devour   73
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio   75
Broadcast Basics   75
Local Television Stations   80
The Basics of TV Ratings   82
Promotion and Marketing   89
Syndication   93
What’s Mine Is Not Yours: The Impact of Technology   98
Noncommercially Driven Broadcasting   99
Summary: Network TV and Syndication   101
Radio   101
Summary: Radio   111
For Further Reading   111
Magazines to Devour   111
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age   113
The Multichannel Video Universe 113
Beyond Basic   125
Media, Marketing, and Money   127
The Search for Subscribers   130
Cable Television: A Marketing Powerhouse   132
Summary   133
For Further Reading   133
Chapter 6 Digital Disruption   135
Cable Levels Off: The Era of New Challenges   135
Over the Top   139
Disruptive Conduits   141
Summary   146
For Further Reading   146
Chapter 7 Publishing: The Printed Word Goes Digital   147
In the Beginning   147
Books   148
Marketing Books   157
Discoverability   162
Branding   164
The Changing Publishing Environment   166
Summary: Books   169
Newspapers and Magazines   169
Summary: Newspapers and Magazines   173
Summary: Publishing   173
For Further Reading   173
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing   175
The Game’s Afoot   175
Going Mobile   179
Mobile Marketing   183
Summary: Games, Mobile Applications, and Mobile Marketing   185
For Further Reading   186
Chapter 9 The Universal Language: Music    187
They’re Playing Our Song   187
The Three Forms of Property   188
Major Players   189
The Music Development Process   191
The Changing Face of Distribution   193
Reaching the Masses   195
Marketing the Music   199
Market Segments   200
Musical Theater   204
Billboard: The Bible of the Business   208
Summary   208
For Further Reading   208
Chapter 10 Major Leagues, Major Money: Sports   211
This Sporting Life   211
Major League Sports   214
The Rest of the Story   224
The Business of Brands: Licensing and Sponsorship   227
Technology Trends   231
Marketing Challenges   234
Summary   236
For Further Reading   236
Chapter 11 On the Road: Travel and Tourism   237
Travelin’ On   237
Building the Plan   239
Advertising, Publicity, and Promotion   243
Creating an Identity   243
The Dynamics of Travel and Tourism Marketing   247
Relationship Marketing   251
Other Destination Entertainment   254
Summary   263
For Further Reading   263
Chapter 12 What’s Next: A Global Snapshot 265
Global Regions: North America 267
Global Regions: Latin America   268
Global Regions: EMEA   271
Global Regions: Asia Pacific   274
Summary   276
Conclusion Where Do We Go from Here?   277
Who: The Consumer   277
What: Technology and Trends   278
Why: The More Things Change   278
Where: Where Do You Want It?   279
When: Get Onboard   279
Index   281