Definitive Guide to Entertainment Marketing, The

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