Film Studies

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Your Title Goes HereFilm Studies - Distribution and marketing strategies to create different home cinema audiences

The home cinema audience is growing and is made up of computer literate people looking to do things from home which have not been done before - according to Sony , soon the PC , the TV and the PlayStation will all be gateways which communicate (CRN Australia , 2005 . The audience also consists of parents , people who are unable to get to the cinema , and those who are cash strapped

and are unable to afford the cinema . Types of products which could be marketed to them include home entertainment centers , DVD players and DVDs , both for rent and for purchase , computers and Playstations which are compatible with playing DVDs , etc . Correct marketing of these would all assist in creation of these

Joshua Velling , systems and peripherals category manager at The Leading Edge Group distributor , recommends marketing the accessory side of the products - clever types of remote controls for instance (CRN Australia , 2005 . A strategy that could be employed to create and enhance the IT literate audience is to market compatibility with other products you may have - the being up to the minute aspect . To build the audience with the cash strapped you could market the fun side of it and to build the audience of parents , one could market child friendly equipment or a built in censor feature . Distributors could contemplate introducing innovative delivery methods - such as direct to the consumer 's home . Angles that can be used to enhance this marketing and distribution aspect include telling the consumer that a home entertainment centre will keep your movie-going costs down , improve your TV viewing experience and the kids (Silva , R , 2005

In to implement an effective marketing strategy , marketers and distributors must have a full understanding of : The DVD film market innovative marketing and branding strategies , how retailers and rental service providers can impact revenues , practical information on how where and when consumers want to buy , the next generation DVD formats - is there a potential to increase revenues , knowledge of piracy - how widespread it is and what is being done to stamp it out , etc (The Home Cinema Summit , 2005

All of the above impact on the distribution and marketing strategies required to create and enhance home cinema audiences

John Q . Student

Wright State University

Abstract

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