This is an open challenge. You come up with a solution, you get a job. Seriously.
This is the problem that consumes me more than what Free Agent we are going to sign. How to get the NBA to get their act together. Which 7-11 Im going to run by to get a sandwich. Its that important.
Only HDNet takes more time out my day than trying to solve this problem. Its the holy grail of the movie business. How do you get people out of the house to see your movie without spending a fortune. How can you convince 5 million people to give up their weekend and go to a theater to see a specific movie without spending 60mm dollars.
For those of you doing the math. You are right. Its not unusual to spend 8, 10 , 12 dollars PER PERSON that goes to a movie in the opening weekend. Shoot, its not unusual for studios to spend that much per person to get people to go to the theater through a movies entire run !
How crazy is it to spend more on marketing than the revenue recieved when they go to the movie ? Its double crazy because that revenue is split with the theater. So if a studio spends 12 bucks to get someone to go to the theater, they might only be getting 4 dollars back in return.
You would think that there has to be a better way than spending 1x, 2x, 3x or more times the initial revenue received opening weekend or week ? Right ?
For all of you thinking that there are other downstream revenues such as PPV, DVD, TV, whatever….no shit. Yes, those revenue streams will benefit from the initial spend, but they dont make the economics of getting people into theaters any less frightening.
We are looking at affiliate programs. So people with lots of myspace or other social network friends could get a buck or 2 or 3 if someone goes from their myspace page directly to fandago, moviefone, movietickets.com etc and buys a ticket to a film of ours prior to its release. Get 100 friends to buy tickets to a movie, get a 100 bucks from us.
We are looking at other similar ideas.
We already do movie marketing 101. We do buzz marketing. We put up videos all over the net. We set up websites, myspace accounts for the movies and its characters, we work with movie forums, we buy ads, etc, etc, etc. If its been done before, we are doing it.
So if you want a job, and have a great idea on how to market movies in a completely different way. If your idea works for any and all kinds of movies. If it changes the dynamics and the economics of promoting movies, email it or post it. If its new and unique, i want to hear about it. If its a different way of doing the same thing you have seen before,it probably wont get you a job, but feel free to try.
So go for it. Come up with a great idea that i want to use andI will come up with a job for youto make that idea happen.
for real.
Mark, did you ever get a solution for this challenge? I\’m curious to know what it was.
Did someone get the job?
Thanks!
Comment by ATH -
Mark,
As a fellow movie theater operator I believe you need to put the task in the hands of each of your individual theaters. Over 3 years I have gathered a database of over 6,000 e-mails in a market that has 60,000. I write a weekly newsletter ( See The Projectionist) and am trying to make our website more social with polls, etc. I believe that my point is the studios and film companies are trying to find that silver bullet from a 10,000 foot level. It is the local markets that need to be in control.
For example, I lived in Chicago 3 blocks from your theater on Clark street. It would have been cool to have a weekly e-mail about the films that was more than just an announcement. There was so much more that theater could have been but it just did what we all do…waited for a hit.
Comment by Jon Goldstein -
Mark, theatres should not keep looking at higher average ticket prices, but try to increase volumes. Get more people into the theatres, to watch more movies without thinking if it\’s worth the $10-12 or not. Chances are that the minute you start thinking about the worth of the movie, you are going to decide against going to the theatre. The theatre going habit is going out, but movie watching is not waning, it\’s just moving to other cheaper, more convenient options.
Theatre chains should start monthly subscription options, $12-15/month or whatever is the optimal price point on a 12month contract, where the viewer can watch unlimited movies in the chains theatres. The average viewer will go for more movies to theatres, and will take company along as well. For him/her the cost of the subscription will be written off with 1 movie every month.
Comment by Rajeev -
I have an idea for a business that I am in the preliminary stages of putting together that I believe will change the way the movie industry operates. This idea, if it comes to fruition, will revolutionize how the entire industry does business. Interested?
Comment by Benjamin Harris -
Mark, It infuriates me to find out what you spend to get me to the movies. You are wasting your money. Which you seem to have plenty of even though it\’s not because I am paying altogether too much to get in the theater (which I am). Stop the marketing, drop the price of admission to one-half the usual price for the opening (fri-sat-sun) and let the theater tell us about your generosity. We\’ll be standing in line to get in the door. pat
Comment by Pat Elliott -
You\’ve got to sell the theatre experience. \”we\’ve been shocked at people\’s reactions to this movie\” \”we are just not getting the responses we expected\” \”watching people interact with this movie enhances the experience\” \”This cannot be duplicated in a home theatre situation\” Remember when people were throwing up watching the Blair Witch Project and passing out. People will pay for that. It needs to be enticing. It needs to be an event. People are making sacrifices to spend time in the theatre. It needs to be worth it. Something they can talk about. My parents don\’t go to the theatre because they smoke. They don\’t like being told what to do. It needs to be something they want really bad. Something special and different. There needs to be buzz. Maybe like the secret life of this rock star with unknown facts and brilliant writing. If you want to get those older people with out computers who smoke in the theatre make it special. Giving them a momento is an excellent idea. There are a lot of packrats and collectors out there.
Comment by Noella Fay -
What is happening is that everyone is chasing the same demographic or the same dollars. Think about it, if a movie does $60million on opening weekend (that\’s a huge weekend by any measure), that means that only 5-6million people went to see the movie. There are 300MILLION PEOPLE IN THIS COUNTRY. THEY ARE NOT MAKING MOVIES FOR THE REST OF THE COUNTRY. Tailor movies to appeal to this other audience. There are 77 million baby boomers retiring in the next few years (they are going to need things to do, go out in the day and watch a half price movie), these people were moviegoers at one time who stop going to the movies, because the product they prefer is not being made anymore. Target audiences in the 30\’s, 40\’s, 50\’s and 60\’s. Target the places they go which may not be movie related, such as restaurants, retailers, etc… offer them discounts with the receipt from one of these places, give the restaurant, retailer, etc… $1 dollar for every receipt… and/or do co-op advertising, ie., \”come to Denny\’s and get a free movie ticket to see \”the movie.\” (if they spend $40 or more, they get a ticket)You sell Denny\’s 1,000,000 tickets for $6 and they pay for the advertising. Whichever tickets they don\’t sell, you take back… but you got free advertising and potentially close to $5million and 1 million word-of-mouth promoters. Remember is not about targeting everybody, but only the audiences who stopped going to the movies because the product that they want to watch is not being made anymore. Offer them great product and the word-of-mouth will out do any advertising that you buy.
It\’s not necessary to spend $100million on a movie. Make character driven movies ala \”3 days of the condor,\” \”Out of Africa,\” and promote it. Studios have stopped promoting those movies that fall in those categories, incidentally nobody knows about it.
Comment by Napoleon -
Hvon Productions
http://www.hvon.com
Came across this posting hope this helps someone, wish i lived in Canada. Worked with another writer in Bollywood with the producer at Hvon productions : Colin von Dohren – great guy.
Hvon Productions is looking for a In House Script Writer, in its Vancouver satellite office. The successful candidate will work on our major motion movie pictures, have good written English and communication skills, and a work well with strict time lines.
For examples of major videos please visit http://www.hvon.com
Starting salary will be between 70-80,000 including LOA, and a bonus plan at end of project depending upon experience. Please send CVs , in confidence to wendyhill@hvon.com We thank all applicants, but will only contact short list candidates for interviews. Hvon Productions is proud to be an equal opportunity employer.
Comment by Scott Mckenzie -
Mark —
There has been a huge paradigm shift in how people choose movies. Twenty years ago about 70% of the decision process was done at home. Today, about 65% of people don\’t choose the movie until they get to the theatre. This is even higher among the strongest demo — 16 to 25-year-olds.
The simple fact is that people are so damn busy they either don\’t have time to choose in advance, or they get to the theatre at the wrong time. Since most theatres now have anywhere from 8 to 24 screens, the new movie consumer has adapted his thought process and is very willing to switch choices or simply \”go to the movies\” with 3 or 4 options in mind.
The key is to win the business at the theatre. this can be done in a variety of ways.
I don\’t need a job — but I\’d love to work with your marketing team.
Our company just helped FOX bring in $7MM over expectations the first week of Silver Surfer and we believe we have some tools in our toolbox that can do even better.
Comment by mike ableman -
Create a controversy around the movie. Pick a movie that will be scandalous, or push buttons, etc. The press will be all over it and give you free advertising. Include in the whole process somewhat of a mystery as to what the movie\’s true take on the issue is so that people will have to see it to figure get the conclusion. You could even fabricate the whole thing…have certain cast members be a part of the scam and have the plot of the actual movie be about the whole thing so that when people see it, the ending will be completely shocking and give away the fact that the whole thing was set up. I know this would only work once, but what the hell.
Comment by Patrick -
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Comment by Rogger Mill -
now I know i\’m a little late here, but i would suggest to sart putting the movies on the web. You charge a standard fee, now you\’ll probably lose money from snaks and such, but to conter that you would make a deal with coke/pepsi, where when you download a movie, you get their email address, and you send the people coupons for cases of pop, boxes of popcorn etc, then you get a percentage of the earnings if they use that coupon.Or just start putting the movies on pay per view, where people can purchase it ( again for a higher price) but what you do with this, you put all your adds attached to that movie, and you put a number on how many people can watch it on pay per view, like a firt come first serve kind of deal.
Comment by Tyler -
A Scanner Darkly implemented an interesting technique: make the first 24 minutes of the movie available freely online. I saw it and can’t wait til it comes to town! 🙂
Piko
Comment by Piko -
While the notion to make movies better has been introduced and it seems obvious and bitterly smartass, it’s a point worth examining. People are not going to the movies because television is frankly better. Television is writer driven and movies are director (and often producer) driven. All the care that goes into cinematography, production desgin, music, costumes, editing and music all dwarf what goes into a script. The problem here is the lack of a singular voice in these scripts. Every script is “polished” by script doctors which rarely, if ever, is unnoticeable or effective. I’m not suggesting that every first draft should be shot as is. But the few good scripts get homogenized by too many cooks.
Every cineaste in the world lovingly refers to the 1970s as a golden era and you know what? It was. Look at the films that won the Academy Awards: Patton, The French Connection, The Godfather, The Sting, Godfather II, One Flew Over The Cuckoo’s Nest, Rocky, Annie Hall, The Deer Hunter and Kramer Vs. Kramer. All great scripts well made, variously risky and all successful at the box office. MAKE BETTER MOVIES. It’s so simple, no one has figured that out. I don’t care how much Pirates Of The Carribean has made, no one is talking about how good it is much like no one ever tlaks about a great Big Mac they had.
I guess Jaws is the perfect prototype because it balances everything: story, spectacle, character and scope. Which brings me to my next point. Make sure the cinema is truly cinematic. Again, television is better so movies need to do what television can’t. Lawrence Of Arabia could never be a television show. I’m not pulling for more costume epics as much as big ideas that are uniquely cinematic. As good as Crash was, it would’ve been better as a television series.
I don’t know anything about financing films but I know they’re spending too much money. Actors get too much and, I imagine that exponentially effects everything. The less you spend the more you make. Obvious? Yeah. See above.
Finally, where to find these scripts. Holywood needs to do more of an outreach program. Screenplay competitions are a grand idea but they typically reward the writers who can regurgitate the same Hollywood movies no one is going to see. I contend the best writer in the world cannot get an agent so he/she needs helps. A movie should never go into production unless all the principals are excited about the script. It can’t be salvaged in the editing room.
So, those are my thoughts, Mr. Cuban. I know you’re a man of taste because of you’re work with Soderbergh and a recent documentary acquistion I know you made. I hope these ideas are helpful because you’ll never find a bigger movie fan than me and I agree the biz is in trouble. MAKE BETTER MOVIES.
Comment by Edward Klau -
Don’t need a job, but what about this? How many people are going to see Pirates three – a ton. Have TV specials that give the first 30 minutes or so of the movie. It can be a stand alone. The Network promotes the show and the movie. Ads pick up the cost. You can also put the first 30 minutes on the web as a free download. It is like when Stephen King wrote the Green Mile in chapters. I couldn’t wait for each little booklet to come out.
Comment by Duea -
The easy way to get people to see more movies is to have them prepay. You probably think this guy is nuts because people wont want to pay to see four different movies all at once but if they think they are getting something for nothing they will. At 15 bucks a movie they could get 4 for 60 bucks at regular prices but if there was a movie card where you prepaid for 4 and got 1 free you would still make 12.50 a show. Have a 6 month expiry on the card, a discount card for Tuesday nights , 1 free drink or popcorn with the purchase of the card. People want stuff for free this blog is a prime example you will get hundreds of ideas for free maybe all will suck but if people think they are getting a deal they will go to a crappy movie just to use the card.
Comment by Patrick -
1. Make sure its not an anti-social event. Offer niche viewing experiences, for example, do not mix adults with teenagers in the arena.
2. Create theaters catered to the specific genre. Turning up the volume is not a substitute for setting the right atmosphere. Science fiction movies, comedies, and teen flicks should never share the same ambience, surroundings, or comfort. This could include something as simple as comforable seats and quiet during serious movies to motion seating during science fiction flicks.
3. Instead of food courts, create sitting areas for movie clubs, so people linger and discuss the movie, the book its based on (if applicable), and plot lines. This is the equivalent of online discussion forms in physical form and a unique way to capture emotions and thoughts imemdiately following their viewing experience. It also gives an opportunity for theaters and studio heads to receive feedback.
Comment by rjv -
The easy way to get people to see more movies is to have them prepay. You probably think this guy is nuts because people wont want to pay to see four different movies all at once but if they think they are getting something for nothing they will. At 15 bucks a movie they could get 4 for 60 bucks at regular prices but if there was a movie card where you prepaid for 4 and got 1 free you would still make 12.50 a show. Have a 6 month expiry on the card, a discount card for Tuesday nights , 1 free drink or popcorn with the purchase of the card. People want stuff for free this blog is a prime example you will get hundreds of ideas for free maybe all will suck but if people think they are getting a deal they will go to a crappy movie just to use the card.
Comment by Patrick -
mark,
enter into a bulk (5 movie) deal with the houses, cutting their take for a guarantee of first distribution.
create contracted sequels, shot at the same time as your first run and sell them as a package.
ALWAYS combine distribution. don’t offer one movie at a time. package your product by quarterly, or annual contracts with the houses.
kickback a bonus to the more profitable houses. get them on your side.
there can’t be more than 15 or 20 major players across the whole country with movie chains. knowing what’s important to them can be more profitable than what’s important to you! let me do a chain to chain personal survey, getting their side, and finding a way to make them happy.
i can write a 2 year plan that covers working with the current system, all the way to developing your own subscribership and direct marketing. i’ve run my own 2 million dollar distribution system for 10 years. details available.
i know how to pay for myself from the very first day. i know how to not cost you a dime, and make a lot of money for both of us. we can change the way movies are watched by america and around the world. no-one has done a combination of direct movie marketing by subscribership and “n theatre”distribution.
the marriage of the 2 systems would have a symbiotic effect on the whole. the “advance code” system i have in mind for your personal subscribers is a present technology. combined with the sale of your own personal mark cuban line of dvd players for your subscribership, the downloadable movies would provide advance marketing for the in theatre audiences.it’s a 2 for 1 hit.
more to come,
zy
Comment by greg deibert -
Movie boutiques defined by psychographics. Action theatre, childrens theatre, romance theatre, sci-fi theature. They’re branded by these themes, not by movie titles. May limit the genre of movie you distribute; that focus might help.
Comment by Brad B. -
mark,
enter into a bulk (5 movie) deal with the houses, cutting their take for a guarantee of first distribution.
create contracted sequels, shot at the same time as your first run and sell them as a package.
ALWAYS combine distribution. don’t offer one movie at a time. package your product by quarterly, or annual contracts with the houses.
kickback a bonus to the more profitable houses. get them on your side.
there can’t be more than 15 or 20 major players across the whole country with movie chains. knowing what’s important to them can be more profitable than what’s important to you! let me do a chain to chain personal survey, getting their side, and finding a way to make them happy.
i can write a 2 year plan that covers working with the current system, all the way to developing your own subscribership and direct marketing. i’ve run my own 2 million dollar distribution system for 10 years. details available.
i know how to pay for myself from the very first day. i know how to not cost you a dime, and make a lot of money for both of us. we can change the way movies are watched by america and around the world. no-one has done a combination of direct movie marketing by subscribership and “n theatre”distribution.
the marriage of the 2 systems would have a symbiotic effect on the whole. the “advance code” system i have in mind for your personal subscribers is a present technology. combined with the sale of your own personal mark cuban line of dvd players for your subscribership, the downloadable movies would provide advance marketing for the in theatre audiences.it’s a 2 for 1 hit.
more to come,
zy
Comment by greg deibert -
How do you get people to the movies?
Well first, why DON’T people go to the movies? They don’t go because gas is expensive, tickets are expensive ($10.75 a pop? YIKES!), the moves are subpar, they’re watching TV, they’re listening to music, they’re renting DVDs, they can’t go when the movie is playing, the experience is horrible.
I think the key is the last one. Going to the movies just flat out isn’t fun anymore. The theaters smell, tickets cost too much, candy costs too much, and there’s 30 minutes devoted to commercials (not even previews!) after the lights dim and before the movie starts.
More and more consumers have large TVs with nice sound systems. Who needs theaters when you can pop in a DVD and buy $0.79 M&Ms and have an eerily similar experience as paying $15.00 would?
To get people to the movies again, you need to give them something they can’t get at home. Huge screens are nice and all, but that’s not going to cut it. Better seats are also a step in the right direction but that also won’t cut it.
Getting rid of the ads entirely won’t work. However, why does there seem to be a standard of really crappy commercials? Commercials that are commercials belong on TV, not blown up to ridiculous sizes which results in terrible graphical quality. Set a higher standard for these pre-movie ads. Hell, maybe even require them to have a basic plot so that they’re at least engaging.
What else can you give audiences that they can’t get at home? Back in the early days of cinema, when you went to the movies, you didn’t just get the movie, you got the movie, a newsreel, and a few short cartoons. These were replaced with previews.
There’s an underappreciated art form out there that most Americans never really hear about. This is the short film. Pixar has had great success showing shorts before their features. Why can’t move theaters attach their own? Better yet, get some free advertising by showing good (the key here is good) shorts by people from the local area. You could recruit shorts from colleges and high schools with film classes. Their friends and family will surely go to see their loved ones’ film shown in a real theater. This will benefit everyone. The theater gets additional advertising via participants, the locals get to see things they otherwise wouldn’t have seen, and the artist gets their name out there. You could shuffle locals shorts in with not-so-local shorts, and even big budget shorts. This will also build community relations and get those that like to support local businesses more willing to enter your theater. Also, audiences will feel they are getting their moneys’ worth because they will be getting more content. It won’t just be $10.75 for a movie I could rent for $3.00 anymore.
Lastly, give audiences a choice. The theater I patroned in high school had an auditorium reserved for independants, art house, revivals, and other non-blockbuster movies. This would attract your movie-buff crowd that doesn’t just want the mainstream. It also gives more oppertunity to see what usually isn’t accessable. It’s not all about
Of course, there obviously needs to be a fix for the really bad movies that keep coming out. We seem to be slowly swinging up from the horribleness seen in 2005, but still. Without good content, no one will ever show up.
Comment by Wren -
Culture is changing. The entertainment supply chain is changing and theaters are too static.
1) Exclusive content
– Something they can’t get later on, possibly some live content, out-takes, interviews. Maybe some live content can be retaped segments. Live performances, no two are the same.
2) Dynamic content
– wireless voting (choose your own adventure/endings)
3) Engage viewers in creation process
– movie-building – developing plots/cast, etc – makes the viewer a part of the production crew and are essentially going to see their final product. Builds on recent “American Idol” reality-TV type fascination.
– maybe a “cast-in” tied with a reality program, viewers vote on a role in cast.
4) Real time on-demand
– interactive movie selection based on demand (# theatres showing based on voting/buzz – “digg”ing movies – increases fill-rate) – digital “on-demand” movies of complete movie portfolio even older movies. Wouldn’t it be great to screen both PotC 1 and 2 simultaneously?
5) Change the context.
– it’s not just about movies anymore, it’s entertainment. Don’t shuffle people in and out, have them stick around. Have a HD lounge, expand services (dining, gaming, bookstore, internet cafe) make the movie house the department store of entertainment. People can come just to hang out. If they want to go into a movie/event they just use a scan card to get in.
6) Exploit the medium.
– You have a giant screen, loud speakers, and lots of people. Co-mingle different media to bring people back to the theater. Make a whole theater a club. Show sporting events (Mavericks on big screen!), NASCAR. Simulcast concerts, olympics, Oprah, whatever.
Of course there are real problems because it changes the economics of the movie industry as well as legal concepts and creative control but that hasn’t stopped you before.
Comment by kkwan -
Multiple endings, possibly even multiple plots and subplots that differ depending on which version of the movie you’re seeing. Send one version to one theater, another version to the theater down the road (or “seed” the versions based on geography, demographics, etc)
This actually plays to the strengths of a low budget production (less than 40 million). It doesn’t add much to the cost, while it would be impossible to do this for a 200 million plus monster like Superman Returns.
Between extra shooting and what can be typically left on an editing room floor, it should be easy to make one movie with 4 different flavors, as similar or as different to each other as you would like.
It might cut down on the “shared experience factor” somewhat, if you and your friends see the flick at fifferent locations, but the idea (which is half baked and hastily thought up on my part) does seem to have the glimmer of potential.
Comment by Jason -
It depends on whether you’re focused on home entertainment or the outgoing theatre experience.
For the home viewer, how about podcast meets wikis. Find a way for the viewers themselves to interact with the movie, and possibly affect the outcome. If this is online, product placement can be taken to a whole new level. Click on a shirt, and go to the manufacturers web site to purchase one. And hey, with webTV and X-Box online technology, it won’t be long before people can watch such online shows with the whole plazma screen, surround sound experience.
I’m not sure how to improve upon the theatre going experience. 3-D and VR only successfully work with action and horror. It wouldn’t provide a broad solution. Perhaps theatres could be made more intimate. I like the food-serving idea mentioned previously. Perhaps creating half-round coccoons, with surround sound speakers and tables in the middle. It can be an intimate dining experience and a movie. And hey, if you’re showing a movie like Jurassic Park, you can always rig the tables to shake 🙂
Either way, it seems that immersion and interaction are the next paths of pursuit in entertainment.
Comment by Tad -
The only luxury commodity left is exclusivity. Take, say, a hot club in New York. People are willing to throw hundred dollar bills at bouncers just to get in the door – who doesn’t want to be one of the chosen few allowed past the velvet ropes? -wink wink-
Combine that with the rising popularity of ‘rent-a-room’ karaoke joints in urban centers, and you’ve got a plan that might work.
Build movie clubs, with limited capacity, that offer drinks, dinner, dj’s – and private screening rooms to rent by the hour, with your company’s films available to watch. You control production and distribution, and you already know more or less to what audience to market.
Much like table service at a club, if you want to just hang out at the bar, you pay the $10 cover at the door. If you want a private room, you and your friends pay $75/hour (maximum seating of ten) or $125/hr (maximum seating of 20), arranged at the door, and then you offer waitress/cocktail service with food and drinks. Big screens, great sound systems – and you’ve got a captive audience for a whole evening.
You even arrange private ‘screening’ events with talent Q&As, etc. – and by limiting seating availability, you can drive up the price. the problem now is a glut of empty seats waiting to be filled – make movie-going a luxury again, make it an exclusive experience, and you’ll have lines out the door.
Comment by Kris -
Mark, you’ve always been a cutting edge thinker, which is why I’m surprised you’re not looking at this differently. The challenge shouldn’t be how to market a new movie to bring people to the theatre. The challenge should be how to a new movie to the person besides going to a movie theatre. With the expansion of the internet and the ability to download digital files, why not create a new format that would allow viewers to download a new movie to their homes, thus eliminating all the overhead of a theatre, and also eliminating all the hassle/commitment of going to the theatre. The “buzz” generated from such a new format would market the movies themselves. But you could also have a central database where you sell these new movies that would have trailers available for viewing.
Comment by Bob Radar -
Mark, I believe in simple answers to simple problems. I will pay $10 to $12 to see a good movie. The answer…shockingly, is to simply make good movies. Get ahead of the curve, option the story early, cheaply and have good people do the work. You rarely go wrong with good people. And if your creative types are good enough, you can get there early and get things cheaply. Simply, you can market a good movie for FREE by making a movie people want to see. Word-of-mouth will get you hundreds of millions every time if the project is good enough.
Comment by Joe D -
I would focus on three things:
1) Niche Groups
2) Communities
3) Hobbies / Organizations
The internet has allowed for different groups to be organized around member’s passions. Every movie should appeal to these three descriptions. You need to target and recruit the members of these groups and slowly build up interest in your film. The good part it doesn’t cost much money. The bad news is it is it’s time consuming.
I actually met you once with Reagan Silber. I would love to talk with you a little more about some of the things I have been working on. Let me know if you have any time when you’re in LA.
Comment by Christopher -
Give local filmmakers with a decent enough script in various cities a small amount of money to make a film, say $10,000 – $25,000. Have them hire 200 people to work on crew. Give them support. Then make an event of the premiere locally. Have the 200 people who worked on it invite their local family and friends to come see the end result. Get some free press up in papers and on the web. Do some research before, during, and after the screening. Sell ready-made DVDs signed by the artists and loaded with extra features at the showing(s) and online. Charge $6 a ticket. If the product is good, you’ll know, and you can take it on tour with the filmmakers. If it’s not so good, sell off the foreign rights.
Some artists will have some success, others won’t. Drop the ones who don’t do a good job. Give more money and star access to the ones who do good work.
Create your own stable or farm-system of talent. Don’t give into star demands. Keep everything low cost. Concentrate on initial trailers and good pitches. Keep everything on the low and cult. As things blow up, keep it real.
We did this on my first film, and we’re already counting the days before we begin the next. A roaring river always starts with that first water drop.
Comment by Timothy Gunn -
Netflix has created an awesome movie rental community. I can add friends who are members as well, get recommendations from them and even invite myself to their house when they have a movie I’d like to see. Recently they sent me an ad about Click because they know what other movies I like and thought I’d like this one too. They even let me add it to my queue for when it comes out on DVD. If you could get into the community that already likes to watch movies and have the ability to send personal recommendations based on what they already like you could reach out to everyone who would be interested in that sort of movie. Target the audience you already have first right? You can also note the local theatre to this personal recommendation based on the memberships zip code and offer a free small popcorn or something with a print out of the recommendation. Also, I could send the recommendation with the opening date, local theatre and movie times to my “friends” (slash online community) to see if anyone is interested in checking out the 7pm show for instance and automatically add it to my Outlook or Yahoo calendar (a la Evite). Then I can still go in and rate it or comment on it or recommend it to my regular movie watching buddies. Sounds like a deal to me…
(oh yeah, and let’s try to petition the theatres seperatly to pass a law that says children under 12 will not be admitted to any movie past their bedtime, starting at 9pm.)
Comment by CobNat -
What happens if you just spend less? No kidding, maybe the emperor really has no clothes?
Movies already benefit from tons of free marketing. Just about every film gets reviewed in the local paper. Many get TV time, on local TV and on the national review shows. Review websites like rottentomatoes.com pull reviews together.
Not to mention the entertainment news magazines and TV shows that are all looking for the Next Big Thing.
Good films seem to find their audiences. Bad ones can be puffed by an ad campaign, but only within limits.
A big ad campaign will move the needle, no doubt. But has anybody tested whether it consistently moves the needle enough to justify the expense? If you’re spending the second $30 million to chase $10 million in revenue (or whatever) it makes no sense. How do you know?
So cut the budget in half. Produce a great trailer. Make sure the movie gets to the reviewers, particularly at the major players such as NYT, LAT, Hollywood Reporter, Variety…. Have your marketing folks mine every nuggest of potential copy for People, ET, etc.
You have an advantage, as Mark Cuban, in getting major media to answer your calls.
Oh, and then make a good movie — or at least popular enough to make financial and artistic sense.
For a film with a relatively modest budget, one that’s good enough that you can be fairly confident of picking up enough downstream profits to keep the lights on, a sharply reduced ad budget might be a justifiable risk.
You’ll be betting that word of mouth will build past that first weekend, rather than demanding that the ads flood people to the theaters in the first four days.
(And if you leak out that you’re trying it, you’ll probably get enough additional industry buzz that it will mess up the “experiment” but sell more tickets…)
Comment by Jeffrey Weiss -
Some pricing models and other ideas:
1) Pre-paid plan. A person buys a discounted package of movie tickers and then gets to pick the particular movies later, when they arrive.
The advantage is that the theater gets the bucks up front and the person is more likely to attend.
2) Tie-in with other services. Have local restaurants go in with the theater to offer a movie + dinner combo ticket.
3) One reason wait for the DVD instead of going to a theater is the chance to get the outtakes or extras. So offer a higher-priced ticket that the movie-goer gets a theater admission and then a special DVD with the bonus info.
Comment by Bob Devine -
Ok, it’s obvious that everyone wants a job, yet no one seems to have a complete clue as to how film distribution against theater exhibition works. Films are expensive because studios and distributors want to make their money back. Fine, we have that settled.
Theatre exhibitors charge exorbitantly because they DO NOT GET AN EQUAL SHARE OF THE FILMS PROFITS! In some cases, a theatre gets a small percentage, an honorarium, if you will, to show the film, while others get nothing at all, and some theatres even pay to exhibit films in that particular theatre (usually second-run). The major source of revenue for exhibitors comes from concession sales, and that alone.
This is the playing field, this is where you need to come up with the ideas, people. So, that being said, knowing what the playing field is, how do you get people to come in and watch your movie?
While the idea of vertical integration sounds all innovative, while it would make sense for the studios to own the theaters, this idea was pretty much stomped out in the late 40’s because of a little thing known as monopolies. However, with the way holding corporations and major conglomerates work, that idea is going out the door, because companies are owning theatres and the film studios that show the work, as well as the magazines that are essentially promotion vehicles (See why Entertainment Weekly went boffo for Superman Returns while giving Pirates a D).
To me, what Cuban suggests is a bit of a trick question, because there is no one way to do it that one man or woman could handle…however, there is an answer of sorts.
The answer is simple. You cannot draw a horse to water. That’s it. Now I will explain.
Going to movies is a cultural experience, and should be approached from that standpoint. You cannot assume that you can find a correct way to beg people to see your movie or go to your theatre. If you want a resurgance at cinemas, you need to give people a reason for them to WANT to come. That’s the key, potential filmgoers have to want to be a part of the experience without thinking of all the negative connotations that go along with it (cellphones, teenagers, food prices, etc.)
There was once a genius of a man who worked in Hollywood in the 40’s through the 70’s. That man was William Castle. Genius, he was. This is the man who came up with smell-o-vision, buzzing seats, and fan voted alternate endings. The trailers for his films were primarily him sitting at a desk telling YOU THE VIEWER just how good his next film was going to be, and why it was that you had to be there.
The truth is that his films were shitty at best, but what he didnt sell was the film, what he did sell was the experience. If you want to sell your films, you have to sell the experience. The experience in this matter begins with the theater.
You can correct me on this, but in my 29 years of life, I have NEVER seen one advertisement for a theater. Theaters just exist. Sure they will do marketing when they open up a new theater, or talk about their stadium seating, but you never really get the idea that the theater is a place to go. Now I am not talking about your hybrid theaters, like Alamo Drafthouse, because those exist and exist well in specialized markets, and honestly, the experience cannot be mass produced without great cost and potential failure that is unnecessary when you think about it.
If you want to give someone a job to make this part happen, I think your primary candidate should be you. People love what Mark Cuban has done for the Mavericks, people love (or hate but still notice) your hands on approach to your team. In that respect, you are no different than William Castle.
But if you want to give me a job, it would be to overhaul the theatre experience while implementing an actual theatre marketing structure with incentives that go beyond discounts and actually work towards developing a cultural bond with the affected communities, giving said communities a reason..no..a NEED to come and spend their hard earned dollars.
Remember, it is not about the movies…its about the experience and from there, business can grow.
Comment by Hashim Hathaway -
Lots of good comments. I like the ideas of creating memberships for theaters, selling the DVD while the movie is in it’s theater run, packaging tickets with concessions (or even with nearby restaurants, sell a package deal like Travelocity of Experian). But the question is how to market a movie better. What I suggest is a better CRM program and direct marketing techniques. WIth Netflix, Blockbuster and others you have a treasure trove of data on individual movie watching habits of specific demographics. Simply marry that data with the type of movie you are releasing, initiate a direct response campaign to those most likely to be interested and watch your cost-per-acquisition go down. I don’t see ANY of the studios doing this, and the first person to strike a deal with one of the aggregation services (it would even work with Fandango, etc.) will win. Not rocket science, just basic CRM and direct marketing. The shotgun marketing approach most movies utlize works, but it costs big bucks. Cut that budget and use the money for direct marketing and you’ll make alot more money.
Comment by Tony Wright -
mark, i’m the guy who wants you to develop your own subscribership and direct market your movies. forget the system it’s broken. they suck the money out of the deal before it ever gets distributed. but if you insist on staying traditional(i haven’t heard back from you yet), invite the movie house owners with their overinflated egos to come to you. screen it for only them. wine, dine and… etc. them at your place of opulence. THEN take the movie distribution orders right there after dinner, with all your hottie actresses and actors present. you can make a great deal cutting their action by as much as 20%. they go home fat and happy, you keep more of your money. it’s not how much you make, it’s how much you keep! details available! i can make you money.
zy
Comment by greg deibert -
Lots of good comments. I like the ideas of creating memberships for theaters, selling the DVD while the movie is in it’s theater run, packaging tickets with concessions (or even with nearby restaurants, sell a package deal like Travelocity of Experian). But the question is how to market a movie better. What I suggest is a better CRM program and direct marketing techniques. WIth Netflix, Blockbuster and others you have a treasure trove of data on individual movie watching habits of specific demographics. Simply marry that data with the type of movie you are releasing, initiate a direct response campaign to those most likely to be interested and watch your cost-per-acquisition go down. I don’t see ANY of the studios doing this, and the first person to strike a deal with one of the aggregation services (it would even work with Fandango, etc.) will win. Not rocket science, just basic CRM and direct marketing. The shotgun marketing approach most movies utlize works, but it costs big bucks. Cut that budget and use the money for direct marketing and you’ll make alot more money.
Comment by Tony Wright -
If you look at the products that are reshaping American life, they all have one thing in common: they give us more control of our time. Americans believe time is their most precious commodity, so the ability to hold dominion over it is more important then quality, cost or service.
DVR’s and MP3 players give us the power to control when we consume media, so the thought of looking up show times and planning our entire evening to arrive when a theater says to, is anachronistic and insulting. The sense of powerlessness is heightened by long lines at the box office or a half hour of wasted time watching slides and trailers. A $10 movie ticket is forgivable, but a wasted half hour on a Friday night will become a death knell for theaters.
So don’t market movies and show times and cutting edge technology. Market control. Let people rent small theaters/screening rooms and pay by the hour, not the number of tickets. Let them pause the movie or rewind a scene. Let them switch movies if they decide the first one is lame. Let them choose the size of the theater and screen. Let them choose amenities like child care or full-menu food service. Let them create communities of similar interests with whom they can watch movies.
Give the consumer the freedom to choose their experience, and they will give you their money.
You could argue this won’t work because people can create their own experience in their home theater. Of course, by that same logic, the restaurant industry doesn’t have a chance to succeed either. Maybe they should consider posting Meal Times in the paper so we can all eat the same meal at the same time.
Comment by Zach Boehm -
Time to think outside the box, quick and to the point:
Currently spending $60 million will get 5 million butts in theater seats to see a movie.
Well, people love playing the lottery in this country. Take $15 million (75% Savings) and divide it into 3; $5 million for Friday, $5 million for Saturday and $5 million for Sunday. You take the star of the movie and as part of his/her promotional tour for the movie on opening weekend he/she flies to three different cities walks into a random theater playing the movie and hands a $5 million dollar check to someone watching the movie. (You would need good security obviously)
You get look-a-likes of your movie star scattered around the country opening weekend to get rumors started as to what city he or she is in. Access Hollywood, E, local news channels, all the MySpace guys, bloggers, etc… will be all over it. “What city is she/he in?” “Someone said Russell Crow checked into the Sentai on South Beach last night.” You won’t need an affiliate program.
Create all kinds of hype. The star’s in town. Flock to the theaters. Become rich. If I play the Florida lottery I’m looking at a 1 in 23 million chance of winning. My odds are going to be better at the movies. And I’m not throwing away money, even if I don’t win I’m getting something in return for my investment.
Now the movie has to do the rest of the work, if it’s good all the people flocking to see it opening week trying to win a lottery will become invaluable “raving fans” of the flick. The conversations at the water cooler at work Monday morning start off with “did you see the lady that won the $5 million Sunday?” and continue with “you got to see the movie though, I don’t want to ruin it but there is a part where…”
You are welcome for the revolutionary idea; you can thank me by casting Carmen Electra as the star of your next movie and having her hand me a $5 million dollar check. Come to think of it I’ll settle for one of the decoy look-a-likes. 🙂
Comment by tony -
Time to think outside the box, quick and to the point:
Currently spending $60 million will get 5 million butts in theater seats to see a movie.
Well, people love playing the lottery in this country. Take $15 million (75% Savings) and divide it into 3; $5 million for Friday, $5 million for Saturday and $5 million for Sunday. You take the star of the movie and as part of his/her promotional tour for the movie on opening weekend he/she flies to three different cities walks into a random theater playing the movie and hands a $5 million dollar check to someone watching the movie. (You would need good security obviously)
You get look-a-likes of your movie star scattered around the country opening weekend to get rumors started as to what city he or she is in. Access Hollywood, E, local news channels, all the MySpace guys, bloggers, etc… will be all over it. “What city is she/he in?” “Someone said Russell Crow checked into the Sentai on South Beach last night.” You won’t need an affiliate program.
Create all kinds of hype. The star’s in town. Flock to the theaters. Become rich. If I play the Florida lottery I’m looking at a 1 in 23 million chance of winning. My odds are going to be better at the movies. And I’m not throwing away money, even if I don’t win I’m getting something in return for my investment.
Now the movie has to do the rest of the work, if it’s good all the people flocking to see it opening week trying to win a lottery will become invaluable “raving fans” of the flick. The conversations at the water cooler at work Monday morning start off with “did you see the lady that won the $5 million Sunday?” and continue with “you got to see the movie though, I don’t want to ruin it but there is a part where…”
You are welcome for the revolutionary idea; you can thank me by casting Carmen Electra as the star of your next movie and having her hand me a $5 million dollar check. Come to think of it I’ll settle for one of the decoy look-a-likes. 🙂
Comment by tony -
I don’t think you will find the answers from random people on the internet. And I definitely don’t think you’re going to get people to buy tickets off of Fandango, regardless of your marketing strategy (buying tickets for movies on the internet is lame- no one wants to pay fees to see movies when the ticket price alone is already too high- the only reason to purchase tix in advance is if you absolutely have to see a film on opening day, which means your film has to be an “event” picture, and those types of films are a rare occasion and no marketing job can create that). The problem is two fold, part industry (i.e. studios mini/major/independent etc.) and part exibition. The industry is making far too many films these days (rendering many of them indistinguishable from each other), and a majority of them have no immediate audience appeal. If you have to explain to an audience why they should see a movie, you are in trouble. Instead of focusing on the marketing of films, you need to make films that are marketable. I’m not saying that Burt Munro was a bad film, but what audience asked for it to be made? It may seem like an intriguing story, cool concept, or the like but if it’s a niche movie, it’s a niche audience. You’re not going to fill the seats. To sum it up- unless you and everyone you know gets goosebumps while reading the script and you have a to-die-for creative team attached, DON’T MAKE THE FILM! As far as exhibition goes, you are on track with your Landmark Theatres as I actually go out of my way to see films there when they are playing films I want to see. Exhibitors have to make the movie going experience as easy and pleasurable as possible, which means comfortable seats, clean auditorium, knowledgable staff, and above all the utmost attention to the projection of the picture, picture quality and audio quality. Going to the pictures and enduring problems with seats, dirty auditoriums/lobbies, idiotic/unhelpful staff and projection issues are a huge, chronic problem with moviegoing and one that frustrates moviegoers to the point of not going out to the theater at all. And this affects all exhibitors, even if yours is impeccable, because if someone is turned off from it is across the board, not just that specific exhibitor…
Sorry I can’t give you something constructive, but you’re trying to reinvent the wheel…
Comment by Patrick -
Start all movies on the hour and half hour. Every time I want to go to a movie I have to find the paper/call for showtimes which just passed, 7:38, or it is 2 hours and 12 minutes before it starts again. Ok, but I forgot to go after an hour, found something else to do.
Comment by Nan Kelley -
Imagine the following scenario.
Guy A goes to your studio and sets up a personal customer-advertiser account, where he can receive credits for every person for whom he is responsible seeing the movie, and recieves rewards quarterly or whatever, WITH REWARDS INCREASING FOR EACH PERSON HE RECOMMENDS. He encourages Guy B to go see the movie. When Guy B goes to order his ticket off movietickets.com or whatever, he has the option of giving credit to Guy A for recommending the movie. In this way Guy A has incentive to encourage as many people as possible to see the film. This situation however might not be profitable enough to justify its establishment. But imagine if Guy A is getting a group together to see a movie. Does he invite 3 people or does he invite 10 people? If the marginal reward he gets from your studio increases per person recommended, he’ll keep going until he’s invited everyone in his phonebook. Or what if a school principal took the entire 8th grade class to see a movie, and got credit for 150 persons recommended? (a little sleazy, maybe, but it illustrates my point) People would find ways of getting large numbers of people to see your movie. The key to this system or whatever type of viral advertising you end up deciding on, marginal incentive from the studio has to keep increasing per person recommended to the movie. A flat rate of $1 per person for example would simply result in people trying to get a discount on a movie they’d see anyway. Increasing marginal incentives will motivate people to find creative ways of getting lots of people to the cinema.
Should such a system catch on, every studio, and potential firms in any other industry will eventually have such a system. I’ve created a demand curve illustrating the optimum incentive per customer recommended to the movie, but you’ll have to respond to me to get it, because I can’t put it in the comment box. Even if you don’t like my idea, I’d like to know why it isn’t plausible for your studio.
Comment by Robert S. -
I have posted this on this blog before.
1) If it is not a kid related movie then no babies or very young children and for god sake do not take your entire family of 7 children to see Dawn of the Dead (You know who you are). A theater is not your personal babysitter service.
2) Special Adults only nights (or showings) and if there is a problem with someone acting out in the theater then have the balls, when I complain, to deal with them. I got tired of yelling at them in the theater further disrupting the move experience for others.
3) Make movies half way enjoyable so I do not feel burned after paying so much. I am very easy to entertain usually but the movies just seem to be getting more dumbed down, cookiecutter operations.
That is about it. I built my own HD Theater with PJ and screen, 7.1 THX Certifed sound and I will never go back to a theater. I have been burned too many times to waste my money anymore.
Thanks for Listening and I before anyone with kids says anything back I have 3 of my own and I am not a grumpy old man. 😉
Comment by John -
Mark,
Thanks for allowing the readers an opportunity such as this. My idea is pretty simple, follow the lead of Netflix by using the concept of a monthly flat fee. Remember when Disneyland ditched the ticket books and started selling day passes, then seasonal and yearly passes? Who cares if you ride Space Mountain all day, or see “My Super Ex Girlfirend” seven times in one week? So long as your ass is in the seat, and you have cash for concessions.
Customers could go online and register their credit/debit card information, get charged a monthly fee (say 19.95), then simply show their debit/credit card at the theatre for verification and a ticket. They could also click an auto pay fetaure for monthly renewal. The deal can also be sweetened by offering a 10%-20% concession discount for members.
Comment by Mark Venetianer -
People are getting lazier and the movies are getting more and more expensive. The consumer focus is on convenience, time, and money. PPV was a hit for several years because of it’s convenience and now Netflix and Blockbuster Online are making it even more convenient, time efficient and less expensive to see movies.
The movie industry must seriously consider teaming up with digital cable or satellite companies and allowing consumers the chance to not only visit movie theaters for that ‘experience’, but also allow the consumer a one time viewing of new releases in a pay per view type setting.
This can be offered at a premium rate and would not only allow the consumer the convenience of being able to watch a new movie any time of day, but will also allow movies not available in all cities to be shown in certain areas where the consumer would have been unable to view from a local theater.
For instance, my community was allowed to see advertisements for ‘Beyond The Sea’, the Bobby Darin biopic, but the closest showing was 4 hours away in Houston, TX. Had my family been allowed to purchase this film ‘PPV Style’ we certainly would have watched it on opening day.
I don’t think that this will dissuade current movie goers from continuing to visit the theater. It is still an experience and an American institution and allows people the chance to get out of their homes and to escape from reality
Comment by Ashley W -
Use what you make fun of. Buy Every keyword and phrase for a new movie, or even an old one then point them to a landing page of your company. to ither sale them a ticket on Fandango or sell them the DVD – or to HDnet.com or whereever. You could probably get 20k hits for 20 cents a piece over a month. thats 4k a month. Lets say you get a 5% sell rate and a profit margin of 40% (since you own your own production and your own delivery venue and website. 5% of 20k is 1000. If you average sell was $25 them the profit margin is $10 a sell 10 x 1000 = 10k – 4k expense = 6k profit.
Mark build Niche websites, one Domain name and one website PER MOVIE! – not HDnet.com/thesmartestguysintheroom Make it http://www.TheSmartestguysIntheRoom.com – of course this would be SEO’ed to show up top 10 in google and once setup it cost $50 for 5 years domain name and $200 five year hosting. Would pay for itself in 100 Dvd sales. and would then make pure profit with almost Zero work. Make one of these for every movie better yet for every Phrase people are searching for movie.
next thing you know after a 30k investment you have 400 independent yet Wired to Hdnet.com websites for each movie ranking well in all SE’s. making 200-300k per year profit. I know that isn’t much to you. but I just inspired myself. 🙂 Later, Richard bowles
p.s. I am using the same strategy with my websites: all linking to ArsAMerica.com the company I work for.
http://www.pallet-rack.com
http://www.bishamon-pallet-jack.com
Comment by richard bowles -
First some healthy criticism before offering my opinion on how you can maximize your money making potential. First there are some issues with the DVD/PPV simultaneous release. At first it appears to be a great idea because it seems you can target many different individuals at the same time (the movie crowd, the DVD crowd, the PPV crowd). However, movie going is an experience. People don’t mind paying for a quality movie. In fact, when a movie is really good (or bad) individuals actually recall who they were with and the place in which they saw that movie. I can even place myself back into those great and awful experiences for instance, remember my personal feelings and the crowd reactions to 40-year-old Virgin and to Hulk. Movies are supposed to stir buzz for the DVD release. Movies should justify future ownership. People that have seen the movie and enjoyed it or those people have heard amazing things and missed the opportunity to see it in theaters are the ones the buy and rent DVD’s. No doubt the simultaneous release date was considered to curb piracy as well. But it must be accepted that piracy is here to stay. Movies, I like to liken to concerts, people will always show up if either the actors/artists, story/message, or word of mouth, compel them to do so. But the question we have to ask ourselves is why so many individuals would show up to see a re-release of Star Wars, or how did My Big Fat Greek Wedding become My Big Fat Greek Wedding? The other posts definitely tap on what is necessary to create hit movies. I have many ideas but I will share one in this forum. Individuals, especially Americans do not like to be told what to do, they like to discover. I’m sure you’ve read The Tipping Point, movies should be seen as potential epidemics. But how can we leave a trail of bread crumbs? How can we lead individuals to fill theaters without coercion? Being that movies are constrained to a time frame (between 1.5 and 3 hours) and consequently there are many holes and underdeveloped characters and stories. In your case you are making quality films at a fraction of the budget most movies are made for. But its also no secret that even though your movies are of high quality your box office sums though profitable are no where near where they should be. Likewise, your marketing efforts though groundbreaking are not having the effect on the movie going audience as they should. I think the problem is people are still being told what to do. Though I found the advertising done through Starbucks was new and creative it was still blatant advertisement. The best advertisement is the advertisement that people are anxious to share with others, such as the man-law commercials, the subservient chicken, or BMW films. All of this banter leads to my point which is – instead of the extra commentary or deleted scenes that crowds my DVDs you should hire guest directors, let them pre-screen the film, and then allow them with only suggestions of the characters’ backgrounds and slight foreshadowing to create their own 10 -20 minute films that would be shown on the web. These films should not ruin the movie but give viewers that have watched the online footage a deeper and more complete understanding of the film. It should allow conversation about the guest directors’ style and how they understood the story or even do you think that the guest directors did the film justice. The guest directors should be a mix of film students and high profiles. Having multiple directors and networks attached to a film plus all the individuals that came across this free discovery should be a fairly inexpensive yet highly effective way to cause buzz and draw larger audiences into the theater to see your films.
Comment by Antoine -
Hi Mark.
I dont have the answer, only a suggestion for an addition to your current arsenal of marketing techniques.
Our company can help you build an opt-in email list for a free “movie release” email newsletter or something in that vein. Ok, so you would have to produce this newsletter, but I imagine you already have the content. You offer consumers this free newsletter along with a chance to win XYZ or whatever promotion you choose. We can generate REAL opt-in names for your newsletter for about 75 cents per opt-in name. You approve on which sites the opt-ins are generated.
It seems like a problem you run into is that you have to start from scratch every time you want to promote a movie and this could at least give you a base to start from. As you know the cost to email is minimal. You could even sell space to other studios when their movies dont conflict with your own to offset your costs.
I encourage you or one of your marketing people to get in touch with me to discuss further.
Thanks.
JOE.
Comment by Joe -
Comfort,human needs and wants, esential to the answer to your question. Create theatres that attract the masses places that have that feel good, warm and fuzzy about them. the average movie goer’s needs are simple. involve your major vendors in this creation. the simplest food items should be part of the experience. Popcorn and pop FREEE no charge. everything else is pay as you go. Image the adds Free Popcorn & Pop with your admission Major Vendors such as Coke and Pepsi must be involved . I will continue this have just run out of time.
Great Blog
Comment by Lou Panigas -
LET MOVIES DRIVE PREMIUM REVENUES FROM USER SELECTED ADVERTISING THAT PLAY PRIOR TO THE MOVIE
The content user’s new paradigm is that content should be free or at least freer. Enable and embrace these users by giving them a tool to actively let them select informational\marketing content pieces that play prior to the cheaper\free movie.
Active advertising dollars have much more value than passive advertising dollars such as when the theatres passively programs which ads an audience should view.
Letting an advertiser know that users are making themselves a target of an ad validates the charge of a premium on an ad.
Determining the users who are raving fans of an advertising content piece due to either the product itself or advertainment value is invaluable in using that user to bring crossover to other users.
Regardless of whether we are talking movies, or advertising, a raving fan is worth more than the moderate fan in a succesful marking campaign.
RFID access control to the theatre auditoriums would confirm viewership of the user selected ads.
Ask me how.
Comment by Mark W. -
It always helps to have a movie worth seeing, but even the long time pros can’t predict if a movie will be a hit or not. So I guess the question is,are you looking for box office that reflects a hit movie , or box office that makes a nice profit?
Back in my day certain movie houses ran late night reduced rate “sneak previews.” They would even give the patrons a card to fill out and turn in at the end of the movie. It was great for young people on date budgets, adults that wanted to have dinner at 9PM and still have plenty of time for a movie and room for popcorn and yes, let’s not forget insomniacs and people without A/C.
I always reported to as many people as I could for quite a few days following seeing the movie,what I thought of the movie. I almost felt a responsibility to do so.
I saw both “Little Big Man” with Dustin Hoffman and Faye Dunaway and “Soldier in the Rain” with Jackie Gleason and Steve McQueen that way.
A parnership with utility bills might be ok too. Open your phone bill get an advertisement and a buck off at the cinema.
Comment by Paul Melonas -
I think you are confusing two issues. Are you looking to market the movie itself, or are you looking to market your movie theater? Good movies (which are few and far between these days) market themselves. Now as far as the movie theater experience goes, that is an entirely different problem. I have some ideas (some of those ideas have been stated above in other posts) and would love to talk to you about it. Send me an email and I will fill you in.
Comment by Clint Peters -
FREE POPCORN! The movie going experience sucks. I would rather wait for the DVD and watch the movie on my 50″ HD plasma at home a few month later.
Let me tie this all together. Clearly the money spent isn’t the issue since I can afford a 50″ plasma, but no one likes feeling bent over and abused by paying $10 for a popcorn and $5 for a coke. I don’t care if it is jumbo size! I don’t wan’t Jumbo size!…I want a normal size for a fair price!! We’re greeted by some surly or acne riddled ticket seller behind thick glass, our tickets are taken my a similar mumbling teenager, and incompetent and slow knuckleheads behind the concession stand. Then we have to sit through 10-20 minutes of commercials for which we paid $10 to watch…gimme a break.
So to take the family of 4 it’s $10 a head to get in and $10+ per head to eat. All in I’m looking at $70-$90 to see a movie we’re not even sure we’ll like. That’s 5+ months of a NetFlix Account.
Plus the theaters are smelly, noisy, dirty, run down, tempertures are too hot/too cold, and the sound is worse than the average surround-sound reciever these days. These new theater DLP projectors offer a worse picture than film even. And much worse than an LCD or Plasma at home.
SO…IF your movie is REALLY worth watching in the theater, it better be damn good… Make it worth my while, otherwise I’ll be at home waiting on my Netfilx que to watch your movie. If you really want to save the $60, release it direct to DVD and HD on demand.
Comment by Jeff -
Like some others have suggested, I truly believe the marketing should be about the experience not the movie. The independant movie makers have no idea how to make a good trailer, so even a potentially good movie will look horrible. This makes it more important to make your theater the place to be, not the movie the one to watch.
Price is certainly not the issue as I can currently get into movies for free, but I haven’t been to one in six months. There’s always someone on the phone, or kids messing around, or people talking the whole time ruining the entire trip. The Landmark theaters out here have very uncomfortable seats which means I’ll only watch ones that I’m really interested in.
One suggestion to enhance the experience would be to have what I call an MST3K night. Promote one showing a week as a show that people are encouraged to talk/comment during the movie while still enforcing rough housing and inappropriate behaviour. This will help people be entertained by sub-par movies, and will give decent ones a new twist. While watching Battlefield Earth during opening weekend, I couldn’t resist doing this. Before you knew it half the crowd had joined in and we all had a much less painful experience.
Comment by Jeremiah -
Text Messaging.
Cell phones and movies have never seemed to get along, but everybody brings them to the theatres and someone always lets their phone ring when the “Silence is Golden” message comes on the screen. So why fight it, why not use the cell phones to your advantage and kick some text messages to these people and let them know about the latest and greatest upcoming movie.
Get the cell phone numbers of the demographic you want to be going after and send them text messages before the movie opens or on opening day promoting the show, or while the people are sitting there in the theatres waiting for another show. Offer free drinks, food, or a discount if you show your cell phone screen at the ticket window or food counter at the theatre.
Granted this is the equivalent of spaming someone on their email and I do not believe cell phone companies can give out the info for purchase. So you have to get people to sign up for the “cuban phone service” that offers text messages to them every Thursday or Friday giving them info on the latest movies that are coming out and which theatres are having the discounts this weekend. Of course this service would be free to sign up for at the predetermined website of http://www.cubanmoviemessages.com or something of the like.
Everyone looks at their phone when they get a text message. Nobody looks at all their emails anymore and tv commercials are too expensive to market some movies.
Text Messages. Cell phones and movies, together at last.
Comment by Brendan -
Mark,
All these ideas SCREAM for the “window” between production & exhibition to be closed:)But they are just that…ideas.
The solution is teamwork between the two….let 2929 lead the way with me.
How many other exhibitors do you know that think they stand a chance in hell:)?
Comment by Belinda -
You should give people more than a job if they can solve this problem because there is in fact no solution. Sorry to inform you, but it’s true. You are better off cutting your losses right now. The days of big crowds going to see the latest blockbuster are over. It’s part of the past, just move on. It’s old media. It’s dying, just like FM radio, newspapers, magazines, network TV, and popular music. I could go on and on about the reasons for its death, but it’s not important. You could fix those problems, and you would still not solve this problem.
I, The Consumer, now expect to be able to get the entertainment I want, when I want it and how I want it. I will not drive to Tower Records and spend $15 on a CD to get the song I heard on the radio (I don’t listen to radio anyways.) I will not wait around on Thursday nights in front of the TV to watch Must See TV. And I will not stand in line at Century Theaters, buy a $10 ticket, a $3 soda, and a $4 candy bar just so I can sit in the front row, with my neck tilted up 60 degrees, with somebody with body odor next to me and giggling teenagers behind me. Corporate America and Hollywood got very rich when I, The Consumer, was willing to put up with all this crap, but it’s over. Stop trying to bring those days back.
Comment by Michael -
Text Messaging.
Cell phones and movies have never seemed to get along, but everybody brings them to the theatres and someone always lets their phone ring when the “Silence is Golden” message comes on the screen. So why fight it, why not use the cell phones to your advantage and kick some text messages to these people and let them know about the latest and greatest upcoming movie.
Get the cell phone numbers of the demographic you want to be going after and send them text messages before the movie opens or on opening day promoting the show, or while the people are sitting there in the theatres waiting for another show. Offer free drinks, food, or a discount if you show your cell phone screen at the ticket window or food counter at the theatre.
Granted this is the equivalent of spaming someone on their email and I do not believe cell phone companies can give out the info for purchase. So you have to get people to sign up for the “cuban phone service” that offers text messages to them every Thursday or Friday giving them info on the latest movies that are coming out and which theatres are having the discounts this weekend. Of course this service would be free to sign up for at the predetermined website of http://www.cubanmoviemessages.com or something of the like.
Everyone looks at their phone when they get a text message. Nobody looks at all their emails anymore and tv commercials are too expensive to market some movies.
Text Messages. Cell phones and movies, together at last.
Comment by Brendan -
I’m not looking for a job, nor am I going to give you the answer to your problem. But I’m going to tell you why myself and most people I know don’t go to the movies.
1) The prices are ridiculous. For two people it’s 20 bux to get in the door and another 20 bux if you want pop and popcorn.
I really think it’s the perception of getting ripped off more than anything. Yes, I can afford $40, but I’d rather not waste it.
2) I can enjoy a movie at home just as much, if not more, than in a theatre. Many people can afford a large TV and a good sound system these days. And let’s face it, if you can’t you probably can’t afford $40 for a trip to the movies either.
The bonus of watching at home is I don’t have to deal with anyone else. I don’t have to wait in line. And it costs me practically nothing.
Which leads to…
3) Theatres have nothing to offer. Sure you can argue their sound system is superior, or the screen is much larger, but really nothing in the theatre blows me away.
How about a little innovation here? Start making movies 3D perhaps. Disney World has numerous 3D movies so why can’t everywhere else?
All of this shouldn’t come as any surprise. If it does, then you’re out of touch with your audience. And if it doesn’t, then why hasn’t something been done about it already?
Comment by Dan -
July 24, 2006
Mr. Cuban:
Look at the sheer number of comments you received here. You involved the audience. A good number of well thought out suggestions have been posted on here.
Consumer Involvement
1) Have the HD-DVD or UMD of the movie available for purchase as they come out of the theatre. The stub provides you the privilege of owning the movie first. Get the consumer at their point of the emotional high. For instance, the male fan either loves the movie or is being nagged by his significant other to buy the flick. The kids that just saw the movie are begging mommy to buy it.
a. So who buys the DVD or UMD, when it’s time to be released? Everyone who missed out earlier. The dollars will still roll in because now you can sell the ones with the special features, interviews, etc.
2) You own Landmark theaters. Place Bluetooth modules in the theatre. Unfortunately, few turn their phones off…take advantage of it. The majorities have them on silent or vibrate. As the credits roll, the Bluetooth begins. You can have fun with it. The longer they stay for credits, then the better incentives they get. Maybe co-op with Gap Inc or T-Mobile. The possibilities are endless. Not to mention the demographic data you can collect to adhere for the DVD release three months later.
3) A previous reader commented on the Amazonian experience. This can also be done via Bluetooth. Enhance the customer experience in the same way. Reward them for sticking around your theater. Reward them when they get back to the house. They can dock their phone or PSP and a website logs their results. Emails and offers are sent out accordingly. Do the same thing for moviegoers that Apple and Nike have done for runners.
4) Another piggyback off of a previous reader is to let the fans create the market. He suggested starting at $0, but I don’t buy that. The movie is now an IPO. Have your offering price. For instance, have a lower price point this weekend for The Ant Bully compared to Miami Vice. Obviously you have to have a ceiling for Miami Vice; but it will create value in the consumer’s mind.
a. This has a two-pronged effect. The most important outcome of this is that it will weed out the weaker movies. Now the big boys have to listen to the consumer. It would become a microcosm of capitalism in the movie industry. Now the product is improving.
Knowing the Problems
1) The perception is that the movie quality is bad now so no one wants to go. This won’t change overnight but refer to #4 above for possible solution. This problem is not something that can be quickly so adapt now and lead the revolution towards change. Being dynamic is why you own the Mavericks today.
2) Spending power has drastically increased from the seventies to the nineties to today. The same magic doesn’t exist for the consumer because they have the huge LCD and surround sound at home. The DVD is only a 3-month wait for them now…unless they can buy it right after the movie (refer to #1 above). About the only difference between the typical home theatre now and the movies is the seating. That’s not going to get them there though. Especially when MTV is showing “Cribs” every five seconds. The consumer wants that experience. You’d better find a way to get them involved.
3) You have 3 BIG decision makers in the marketplace. Two of them are easy to advertise. First, are the parents. They have to find the ever-elusive kid friendly movie to take them to see. The second are the girls going to catch chick-flicks. The first two both involve women. Women are easy to find on television.
a. The third group involves people traveling in pairs. Whether it’s a solo, double or triple date, there is a strong chance that the guy is picking the flick. If it’s a group of guys, obviously a guy is picking the movie. You’re not going to get us on TV. I fall into the ‘elusive’ 18-34 year old male demographic. You know this and so does every other decent media person in the world. The only reason I knew Miami Vice and The Ant Bully were opening up this weekend is because I went to Fandango. Outside of that, I could care less and would have never known. When I go on a date, it’s her telling me what is out and then she asks me what I want to see. I could care less but 99% of the time they want me to decide. Obviously, there will always be exceptions…i.e. Superman, Spiderman, Star Wars, Matrix, book following (DaVinci Code) etc. The cults will always be there.
b. This is where the guerilla marketing EVERYONE was talking about comes into play. It would be more efficient than the $60 million campaign you were talking about.
c. Now you can incorporate MySpace and Xanga. The click ads. The mobile media vehicles. The YouTube specific trailers.
d. The most underutilized is live advertising during in-game environments. Half-Life, WOW, Everquest, Madden On-Line. Catch me when I’m about to have Dirk hit me a 3-pointer over D-Wade with 1 second on the clock during the NBA Finals in NBA Live 2007.
I could go on. I live in Atlanta via New Orleans. I don’t need a job offer, so if you just want to pick my brain, you can get me on my cell at 678.862.5554. I’m certain we’d have some crazy and/or potent ideas come from it.
Regards,
Christien
Comment by Christien -
A few of my ideas:
My first idea is that movie theaters should make seats different sizes. For families, install 4 or 6 seater couches. For couples, two person love seats. Obviously, you would keep the single seats as well. In addition, the seats could be easily rearranged, snapping into a grid (think Legos). This would allow a group of three people to quickly create a three-seater couch. Families buying tickets online ahead of time would be able to reserve seats via a digital map, ensuring they could sit together.
Auction all tickets off online eBay-style. Follow the simple principles of supply and demand. If movie attendance is low on certain weeknights, (like Monday or Tuesday), allow people to bid for tickets at a cheaper price. The theater will be open regardless and the movie playing if one person buys a ticket. So why not let people drive a fair market price and put more people in the seats. Friday and Saturday nights will obviously bring in more revenue by virtue that these are nights on the weekend.
Make the matinee prices also effective for late-night showings. Like I said before, the theater will be open anyways, why not make it a little cheaper for those night owls out there. More of them might choose to go to the movies instead of watching endless hours of Nick at Nite.
A few of my ideas:
My first idea is that movie theaters should make seats different sizes. For families, install 4 or 6 seater couches. For couples, two person love seats. Obviously, you would keep the single seats as well. In addition, the seats could be easily rearranged, snapping into a grid (think Legos). This would allow a group of three people to quickly create a three-seater couch. Families buying tickets online ahead of time would be able to reserve seats via a digital map, ensuring they could sit together.
Auction all tickets off online eBay-style. Follow the simple principles of supply and demand. If movie attendance is low on certain weeknights, (like Monday or Tuesday), allow people to bid for tickets at a cheaper price. The theater will be open regardless and the movie playing if one person buys a ticket. So why not let people drive a fair market price and put more people in the seats. Friday and Saturday nights will obviously bring in more revenue by virtue that these are nights on the weekend.
Make the matinee prices also effective for late-night showings. Like I said before, the theater will be open anyways, why not make it a little cheaper for those night owls out there. More of them might choose to go to the movies instead of watching endless hours of Nick at Nite.
Put a number of simplified exit polling touchscreens at all exits (this feature could also be accessed on the web, but putting these right outside the theater will get more people to use it). Allow people to have a unique username (you could even store it on a keyring card to swipe) and give a basic thumbs up or down. This NPWWM score (Normal People Who Watch Movies) would allow those people who have not seen it get a sense of how the movie was. I understand that this idea could be counter-productive to getting people to see a bad movie, but the problem is not with the machines, it is with the bad movie.
Alright, final idea, hope you are still with me:
Allow people to buy ownership in movies. Yes I understand they could buy stock in the parent company, but people would much rather invest in movies starring their favorite actors and actresses. Take the two sequels to Pirates of the Carribean for example. With an estimated budget of 450 million, that is a big investment for a company to make. But if instead of 1 company footing the bill, why not allow people to buy a limited amount of interest in the movie. These shareholders would then have a vested interest in promoting the movie. In addition, the director would occasionally ask for shareholder votes on certain content issues. If you made the investment process completely random, you would everyone from high school teenagers to middle-aged housewives investing their time and money into developing and promoting the movie. Because the investors would be randomly placed around the country, they would be generating nationwide word of mouth support for the movie. And nothing is better than word of mouth right?
Let me know if you think any of my ideas are any good.
Dan
Comment by Dan -
Ok i will walk through any marcus corporation and the people who are going to the movies are 2 segments, older (over 35-80)and younger(teens to young/mid 20’s) you have to market to 2 completely different groups.
teens (teens to young/mid20’s) we will call the 1st group. They look for action they look for gore they look to “hang out” with friends they make the movie trip an outing, look at them as the “outing”
the 2nd group (Mom’s and Pop’s) they go to relax, they go as couples, older ladies go together i.e. my mother in-law and her female friends they go as 3 older, (shell kill me 60’ish ladies to watch chick flicks, older men want to relax with their wives they rarely go with other men together.
2 very different groups, older folks read the paper and rarely use the net, it is all word of mouth with them, teens are the net, phones etc…they are a given but yet, word of mouth, look at it by demographic, I do and hence there is a huge divide that will not cover everyone, at least not until it is beamed directly into our heads and I’m working on it!
Comment by christopher M. Carter -
Here is one more.
Not sure if anyone covered it. Send a DVD with the trailer\behind the scenes\making of content to targeted households (using your Frequent Watchers card info). Watching a trailer on my PC sucks but watching a DVD on my Plasma with 5.1 wsould be great.
Send them to Netflix\BB Online memebers again using targeted data. Include them in the Netflix envelope and tell them they can keep them or pass them on.
You could even send DVDs of multiple upcoming movies, but then you start to cross the line.
AOL built an empire by spamming your mailbox with DVDs. Of course targeting\opt in would be best.
Comment by MC Burns -
For me, it’s not the price that keeps me away and it’s not cost of the concessions either. It’s utter lack of privacy and silence that keeps me away. If I knew I could pay $10 and watch any movie I wanted in peace and quiet, I would. I haven’t been to a movie since last year when I watched and hated King Kong. I had kids coming in and out of the isle, parents chasing kids around and in some cases talking them through the movie. Why put up with this crap when I can wait for the DVD on watch in on my JVC LCOS? My suggestion would be something like the Cone of Silence from the show Get Smart. Some kind of chamber that you could climb into and surround yourself with theatre sounds only. No cell phone rings, no children crying, just the movie screen and me. I’d even been willing to shell out a few more bucks to get this type of service. I don’t need a waiter; I’m not at a restaurant. I just want a place to go where I can have a great theatre experience with fantastic, off the wall sound and digital screen only. No kids, no phones.
Comment by Luis E. Giner -
Ok i will walk through any marcus corporation and the people who are going to the movies are 2 segments, older (over 35-80)and younger(teens to young/mid 20’s) you have to market to 2 completely different groups.
teens (teens to young/mid20’s) we will call the 1st group. They look for action they look for gore they look to “hang out” with friends they make the movie trip an outing, look at them as the “outing”
the 2nd group (Mom’s and Pop’s) they go to relax, they go as couples, older ladies go together i.e. my mother in-law and her female friends they go as 3 older, (shell kill me 60’ish ladies to watch chick flicks, older men want to relax with their wives they rarely go with other men together.
2 very different groups, older folks read the paper and rarely use the net, it is all word of mouth with them, teens are the net, phones etc…they are a given but yet, word of mouth, look at it by demographic, I do and hence there is a huge divide that will not cover everyone, at least not until it is beamed directly into our heads and I’m working on it!
Comment by christopher M. Carter -
I think you can do some creative user generated marketing programs – Create an alternate ending competition – where people who see the movie can create alternate endings and host a site (do this for “major” motion pictures”)where the winner gets an opportunity to show up in the next major picture from the studio (or something that makes the person even more a part of the movie making process…create a blog for reviewers to post comments (good and bad) an make people feel a part of the movie…probably not very new but at least it will give people an “experience” with the movie and will feel a part of it and will think less about the money that they are spending to go see it.
Comment by CL5 -
Movie theater experience as it exists today is dead for most demographics. Who wants to go be crammed into the “commercial airline experience” to watch a movie. Like someone said here, produce better content, then people will want to go see it. Not true anymore. In an era where the price points for a large screen TV, surround sound, home theater are only becoming cheaper and more prevalent why would you stick to the same path of the already extinct drive in theater experience.
You can make progress when you forget about trying to make an already bad experience a little bit better, who needs that crap. As soon as you realize people have choices, lots of them, then you will understand you need adjust your model to fit the consumer not vice versa.
I have not been to a movie since Tivo. Who really wants to go sit with a bunch of coughing, loud, munching, talking, bad hygiene and ill-mannered folks unless they are there for a bit more than the actual movie really offers? Think about it, demographics, some content but mostly demographics so move on and stop trying to package a downhill trend and make it sound a little better. The future is in having the data required to narrowcast and deliver not the same but better content directly to the home.
Comment by Scott Knowles -
Make every potential movie viewer feel important. The movie is an event to which you are invited. Invite early! Spread the invite like a virus. I’m guessing it might work. Have fun with it and remember…its only money!
Comment by Bob Glaza -
This doesn’t answer the question of marketing movies to the masses and getting “lazy” america to the theater, but…this is an immediate revenue generating idea that keys on people’s impulse buying behavior
Concerts have been deploying a live version of the show immediately after the concert has ended for certian artists – Dave Matthews Band, Phil Lesh and Friends or other in the jam band scene. You buy the rights to the music before the show and afterwards you get a pressing of the show. This service is done by LiveNation.
How about deploying a similar idea with movies? I for one am a avid movie conisseur who sees and collects movies and there are many times I want to see the movie again but won’t pay to see it in a theater and will wait for the DVD. Well, offer the DVD right after the movie’s end for a discout price.
You don’t need all the flashy marketing shwag you would need if you were selling at retail in order to grab attention. This would be a bare-bones product as you don’t need grab attention of the potential customer. Your customer just seen the movie.
Offer it DVD format, download to PC or windows media portable player, etc.
In addition, why do movies need to be played at theaters. If you continue to release “opportunistic” movies that are shown at Telluride movie fest which are rahter low in production cost open up the access medium – show the movie simultaneously over many mediums – theater, internet streams, P2P downloads, portable devices, etc. Flood the market all at once so there is no concern for pirating because it will be available across every medium at the same time. Use different price tiers for access methods.
Well, Mark, hope to meet you again at some Pitt basketball games. We got a good team this year. Good luck with your potential investment in the Pirates/Pens. Way to keep in touch with your local life of Pittsburgh.
Comment by Bob Reiter -
I believe the problem with movie marketing is two-fold and must be be resolved by the theatres and the movie marketers. But before we can start a brief analysis, we must first distinguish between films that are coming soon and films that have been in theatres past opening weekend.
Films past opening weekend
I believe that the decision to watch a movie that has been out for more than a week is mostly based on word of mouth about the film from reviews. The reviews could be online (IMDB, Rotten Tomatoes, etc.), in print (NY Times, etc.) or a combination of both. Although I have not gathered any statistics, I believe movie advertisements in this category generally are not succesaful. If a movie is getting horrible reviews, no amount of advertisement will get moviegoers to see it. So a possible solution would be to decrease the advertising budget, at most, one week after opening weekend. Of course, this suggestion varies according to how successful the movie is opening weekend. If a movie hits it big opening weekend, the budget should still be reduced somewhat because the buzz alone from news sources reporting the “Tops At The Box Office” figures would garner plenty of sales. If a movie did so-so opening weekend, decrease the budget, use the existing marketing funds at your target demograhic and hope the word of mouth reviews is good. Other than that, if the movie sucks, the movie sucks.
Films coming soon
The problem with movie marketing, from my experience, is the lack of a specific target demographic. It seems the primary goal of marketing a movie is to get it anywhere and everywhere. That is such a huge waste of money. Why spend precious dollars marketing Disney children movies to groups other than families and kids? I have no problem with spending a small percentage outside the demographic but the majority of marketing muscle should be directed towards the core audience. Advertisements for children’s movies should be on all the major children’s websites. Affiliate the movie with areas associated with children i.e. toy stores, cereals, cartoon cable channels, etc. Basically, advertise to a specific demographic and, not only with less dollars be spent, but the marketing will prove to be more effective.
The other possible solution to drawing more consumers to the theatre is pre-selected seating. I believe most consumers decide between a movie and other entertainment alternatives, at most, one day before it happens. But honestly, the average is probably only a few hours before a scheduled time. There are too many factors that goes into this decision that can adversely affect the theatre and film such as availablity of parking, seat availability, etc. Parking cannot be controlled by the theatre for the most part but seat availability is. I would propose that a customer can, at the time of purchase, choose which seats he/she would like. Pre-selected seating eliminates the indecision a customer may have regarding seat availability i.e. one less factor in the decision making process. Another possible benefit for the theatre is is guaranteed revenue from pre-sales. I am sure that if I could choose which seat I could sit in, I’ll be buying those tickets as soon as I can to ensure my place. An added benefit for customers is the elimination of arduous tasks such as looking for a seat, asking strangers to move over to fit a group of friends and missing previews because of these people looking for seats. With pre-selected seats, everything would flow smoothly. Customers arrive when they wish and go to their seat. As a sidenote, I believe this idea has been implemented in Asia recently.
I’m not sure if I was clear regarding my ideas. I am at work right now so I had to collect my thoughts on and off. To be honest, if you weren’t asking for suggestions on marketing a movie specifically, my answer would’ve been plain and simple: make better movies with substance and content rather than the typical cliches and boring stereotypes and subject matter.
Comment by Ming -
Mr. Cuban won’t be hiring anyone here because there is no one silver bullet that addresses his dilemma.
It’s not a matter of making better movies (often time the “best” quality movies don’t do well at all at the box office). It’s not a matter of reinventing the entire distribution process of film.
Essentially this comes down to understanding the true revenue potential of a movie. The financial success of movies will always be tied to their revenue potential minus the cost of attracting those viewers. If movie producers could realistically and truly predict their target audience, they can make the appropriate marketing decisions.
The biggest issue probably are the delusions of grandeur where film producers believe they’ll have a blockbuster, make the huge investment to get 10 million to the seats, but the end product does not appeal and compel people to come.
Rather than concentrating on a non-existant way to draw 10 million people for $2 a person, time would be better spent mastering the art of predicting whether a movie will draw 10 million vs. 1 million people. If you can master the art of predicting that, you can make the proper marketing decisions.
Comment by JJ -
Take every last marketing dollar you have and invest it in the movie itself. Directors, actors, the script, everything. Find someone whose cultural tastes you trust, and give him/her the ultimate power to greenlight a film. Good movies sell themselves. Look at Pixar. All Disney has to do there is say “New movie from Pixar”, then they sit back and watch the money come in.
Good movies sell themselves.
Comment by Mike Beyer -
Mark,
I got a home theater and I am not going back to the megaplex.
I can easily afford to go to the movies but the experience sucks.
I don’t go to the theater because:
I didn’t pay to go listen to listen to the dialoge repeated by an innatentive or near deaf person.
I didn’t pay to have some child who was obviousl too young for the content to run up and down the aisles screaming and then because he missed the shot while his back was turned he yelled at the top of his lungs, “Rewind it! I missed what happened.”
I didn’t pay to have my seat kicked, or covered in goo. I didn’t pay to have the so-called “projectionist” forget to turn the sound on for an entire reel.
I didn’t pay for the manager to tell me that is too bad, we got sound fixed now.
I didn’t pay to watch 20 minutes of reformatted TV commercials on screen blurry and with poor sound.
I didn’t pay to have some moron answer and have a conversation during the climax of the film and then have her bitch at the teenaged usher when he told her to take it outside.
I didn’t pay to have a middle aged woman kick my seat when I asked her to speak more quietly.
What would you do if you went to a restaurant once a week but every third week you had a bad experience? You would stop going.
My wife and I used to go to the movies every other week and often we would go see two. We had an AMC rewards card and could get free food and tickets and we did. But we could easily afford to see the movies at regular price and would certainly do so if the experience were consistently positive. I don’t blame the theater owners for the content but they could do more for the experience.
When we were going to the Toronto Film Festival and seeng shows so packed that you could barely move the theaters were filled with people fixed on on the film and the only noise was from natural reactions to the film.
What I would do to change the industry is segment markets so that the masses go to one theater and the film people to others. Don’t be gimmicky about discounts and tie-ins give me a great experience that meets my needs and give teenagers the experience that meets their needs.
Comment by Jay Gilmore -
Just read the list of ideas and have a few more thoughts to share. First, idea is to localize the opening segment to the movie. Maybe, contract with the local colleges, film schools, community channel or high schools and have a contest among all the local schools, to create the best opening short film, based on some worthwhile topic. This would drive that younger demographic to the movies for sure, especially if the prize was a scholarship or monetary in nature. Other thought, offer 5% of the gross to the individual who refers the most movie goers to your movie—make it a nationally contest. have to design a a way to track it back to the original source, who tells two friends and so on and so on.
Comment by Lisa Willard -
In my opinion, the answer is to spend your marketing efforts branding HDNet. How? Think Frequent Flyer type distribution. Let me sign up as an HDNet preferred movie viewer, give me a card and track my viewing habits. Maybe I get a dollar or two off of the movie price as an incentive – the discount really isn’t that big of a deal in my opinion.
What would be clever to deliver to users is knowledge about what HDNet is working on for the future. Tell me about upcoming projects and update me on their progress. Send me (as a preferred member) trailers, directors cut snippets, whatever to get me interested. I’d be much more likely to see a movie if I knew about it from its beginning and had an interest in its progress as it was completed. Much better way of getting my attention than watching a mass marketed trailer that may or may not catch my eye.
As your database of users grows, you have built in demographics for your future movie ideas. Give me points for attending HDNet movies and let me redeem for DVDs, movie passes, or maybe even a walk on part in a movie. In other words, get me excited about HDNet brand movies, not just the movies themselves. I don’t buy every car Lexus makes, but I always look at a Lexus first. Create that kind of branding for HDNet, and I’d bet you can generate the same volume of audience you would get from traditional mass marketing at a much lower cost.
Comment by Matt Balka -
Well ahead of time, make it known that the first showing in each cinema location is free.
Comment by Richard Hanley -
Mark,
We have the solution but I prefer not to disclose it in a public forum.
Email or call me.
Comment by Greg Martin -
Well these days, most people just don’t go to the movies anymore. People have very busy lives and the last thing that most want to do after a streneous day at work is to go pay $12 to see a movie at an uncomfortable theater with crowds of people pushing and shoving. The problem is that most people just don’t want to go to the theater. A simple solution (and one that I would definately use) is to instead, offer a device such as a cable box. People will either pay a monthly fee or pay per movie. New release movies will then be sent to a person’s home. I know the technology is out there, but so far, I only see it offering movies that are already out on dvd. Why not offer new releases? People could also turn on the device and watch previews of movies so that they can choose which movie to see. Between these previews, you can also add advertising and further increase profits.
Comment by Michael Maturlak -
Take out the first 4 rows of the theatre.
Kick out anyone on the first offense of cell phone or talking.
Reduce price of popcorn/drinks/candy to something in the stratosphere.
Limit amount of screeners/previews. Movie should start on the time listed, that is when the movie goes dark, no sooner no later and the previews can start 5 minutes before hand, keep the theatre lit.
Improve seat quality, more room, recline.
Got more once you hire me ;-).
Comment by B. B. -
I think one of the problems with innovative ideas is that once it’s out there it is no longer innovative, and its impact is lessened. I’m sure that the first movie to have its own website created a huge buzz and people said “wow that’s cool maybe i’ll check that movie out”. Nowadays every movie has a website. Same with MySpace, or billboards, or movie posters. We all expect to see these things now so seeing them isn’t a big deal. What needs to be done is pretty much something new every time.
You could always covertly advertise for a movie the way stars like Jennifer Lopez and Tom Cruise seem to do. Remember when Jennifer Lopez seemed to be in the news with relationshp problems, or gun in club problems, around the time of her wonderful movie releases? Or how Tom Cruise jumps on a couch and dates/marries/fathers a baby about a month or so before one of his movies comes out. The trick with that is how the movie advertisement comes in so secretly. When Tom Cruise jumped on a couch on Oprah, or got into a heated dispute on Today, the news coverage was everywhere. E!, local news, CNN, Fox, etc.. It seemed like every network was covering Cruise’s outburst. And the best part for him was in either the introduction or the conclusion of the story when they said “Cruise was on to promote the upcoming release of his move ”
I think the best example of this was 2 years ago with Spider Man 2. Recall that major league baseball had signed a deal to put spider man 2 advertisements on all their bases parkwide in order to promote. There was a huge negative response from baseball fans, sports writers, sports reporters, etc… The news was, again, covered everywhere. In the end MLB scrapped the idea, and instead of paying lots of money for a really form of advertisement, Spider Man 2 was regulalry mentioned in news reports.
So Mark, I guess before the release of any one of your movies you could have one of the actors/actresses go crazy on a talk show. Or you could release some phony rumors that you’re going to turn the backboards in AACenter into movie billboards so that when players shoot foul shots the movie is done on tv. (Hmm…maybe instead of a phony rumor you could actually do it). Or, hell, you’re Mark Cuban, when are you not portrayed by the media as being radical. It’s time to use those NBA fines you seem famous for getting to your advantage. Wear a shirt advertising your movie, and then go one some kind of outburst. That way when it gets replayed on news stations you have an advertisement across your chest.
Not enough to get me a job, but then again, I rather like the one I have now.
Comment by Brian -
Addition to my previous comment re the lottery: Get another company to subsidize the lottery and put their name all over it. Publicity for them, less cash out of your pocket.
Comment by Zack Blum -
Here’s a simple solution that will definitely work and provide a scaffold for future initiatives. Create a national hysteria by making the movie ticket a lottery ticket as well and ONE PERSON wins the jackpot. Basically, you’re not chasing the people who would go to movie anyhow, but trying to get the ambivalent crowd to appear in droves. Seriously, who could resist getting the chance to star in one of your next movies, reality shows, getting a job with the Mavericks, a monetary sum, etc. The vast majority of people have Internet access and you could set up a website where they punch in their movie ticket number to see if they won…the site itself would gather monumentous “buzz”, self generate money from advertisers as traffic builds (i.e., it helps pays for the promotion), could have upsells, continuation programs, and whatever else you decide to tie into the promotion. IMO this is better than a lottery ticket, because people want both fame and fortune and you’re uniquely qualified to provide both…
Best of luck!
Todd
Comment by Todd Langer -
Sell season tickets – either to the studio’s productions or to the movie theater. It works for sports teams.
Comment by SPMax -
Set-up a lottery where someone who goes to see your movie will win $1,000,000. Randomly select a theater and ticket number and when that person sees the movie, they win. The cost of promoting the lottery would be mitigated by the intense buzz-factor surrounding it, especially if you’re the first person to do this.
Comment by Zack Blum -
Stop trying. Save the cash, invest it in a decent day & date release distribution network that respects the investment individuals have made in their home theater. I know this is a small segment of the population, but it isn’t the point.
The point is, and you’ve said it a million times, people want to go to the movies as an experience: a date for teens, a night away from kids, etc. When we want to go, we pull advertising by looking on line or at the paper to see what is out and when/where it is playing. We don’t go seeking a specific movie, we seek the movie experience. Push all the marketing you want, and it doesn’t drive ppl to the theater, it just is more mass marketing noise.
If I had a decent day and date “pull” distribution method to bring the specific films I really want to see in my home to watch on my own time on my own theater, this would cover my need for films. In fact, you’d look at the theaters as a “free” outlet to advertise your studio so people got more interested in pulling movies from YOU. The theater is their own experience, let them differentiate themselves on th experience and make their revenue from that. The film is just a bonus thrown in and some nice background for holding hands in a dark, quiet room. If I REALLY want to appreciate a film, the theater is the last place I want to do that. If I want a sitter, and to get away from the kids, my home is the last place to do that. Acknowledge the experience, and you can channel your marketing spend much more efficiently and make the theater owners really OWN their part of the experience.
Comment by Joe -
Mark,
Here is the solution.
It costs too much to build a chain of theaters across the country to attempt to “control” the costs or experience.
Making better movies always helps. Paying less for movies helps. Improving the movie going experience helps. But you don’t fully control of all those moving parts in the process.
I believe you are part way there with the same-day DVD/PPV release strategy.
Take that idea to the next level.
Increase the revenue for each marketing dollar. Avoid duplicating any efforts in marketing whatsoever and UPSELL!
The movie goer expects more for wading through the crowds on opening weekend.
Opening weekend showings MUST be proceeded by a personal introduction by the director and/or stars. 30-90 seconds will suffice. An introduction and thank you for taking time to come out and support their latest work.
A very-limited edition director’s cut on DVD must be on sale in the theater at a discount. Present your ticket stub and get a discount on the director’s cut of the DVD. More importantly, this version MIGHT never be available in stores.
Viewers seeing other movies that day might purchase the DVD. Increasing your revenue on another company’s marketing dollar.
Theater chains would welcome this additional revenue and you capitalize on the consumers attention while you have it.
Do the same with PPV on opening weekend. Purchase pay-per-view opening weekend and see the same personal intro and and get a voucher (toll-free number, code, text message, etc.) possibly drop by the local theater or designated distribution partner to purchase the limited edition DVD.
As a movie goer I expect more for my dollar, but the fact I showed up at the theater means I am willing to part with my dollars to be entertained. Better yet, take home that entertainment or a memento of that evening.
There are more angles and revenue opportunities. Films with kick ass sounds tracks should have those soundtracks on CD available opening day also. A free iTunes single with the purchase of the album online perhaps.
Kevin Smith’s idea of a podcast of the directors commentary being available opening day for viewers to see the film a second time with their ipod is brilliant.
Marketing will always be expensive and risky. Viral tactics and new marketing approaches may help but are rare. Increasing the revenue per marketing dollar is where the real action is.
Prince did it a few years ago when everyone attending his concert “purchased” his CD as part of the ticket price. There is no reason it wouldn’t work with movies and PPV.
Automate the process. When you use an online service like Fandango for example, clicking a check box adds the DVD/CD purchase to the cost of the tickets and automatically ships them to the purchasers billing address.
There’s my idea. Where’s the job? 😉
Comment by Lon Baker -
Marc,
I’ve been thinking. No solution yet. Just wanted to publicize my discontent at the basic level of English with pervades these entries. Let’s say someone posts the best idea you’ve heard of, but starts the blog with, “Marc, your awesome. . . .” Is this someone you want working for you? Someone who doesn’t know that you’re is correct and your is not? Good luck if you end up hiring one of these ignorants.
Comment by Lance Cain -
Something that would draw me to the movie theater is making the overall experience and cost more valuable to me. My thought on doing this is to give out the movie on DVD to everyone going to the theater. Give me something to take home and watch a couple of more times with my family after experiencing (enjoying) it on the big screen.
I’m just talking about the movie itself as played, no directors cuts, commentaries, special bonuses etc. Just transfer the film as shot to DVD and stamp out a few hundred thousand (at what, 30 cents or less for a copy). The packaging doesn’t have to be too fancy either and add trailers and ads to support upfront costs and marginalize the future cannibalized DVD sales. Research on how many people watch a movie and then buy it on DVD versus how many wait until it comes out on DVD to buy it would be needed but from my experience will will chose to either go see a movie or wait to rent/buy it. Only on certain “must have / must see on the big screen” movies will we do both.
Comment by Craig Tatham -
Mark,
It’s easy…better films, lower prices, and a social reason to go. Why do craft fairs, film festivals, concerts, farmer’s markets etc work? If I’m going to commit time and spend money, I want to get my money’s worth. So here’s my idea….every weekend a film opens should be tied in to something in the community. When Wordplay opened, they should have had crossword puzzle contests at the theaters. When “Who Killed the Electric Car” opened recently I heard that the local electric car club came to a showing. If I’d known, I would have attended that day just to see all the cars. Offer an art contest around films and display the results in the theater from each community and then show online from the various locations. This would bring me to the theater. Have a food tasting night combined with a related movie from local restaurants etc. The key theme is targeting local communities. Create a social network online around this and post images from the local locations and you’re set. I’d love to visit and see what happened around films at different locations. This would build word-of-mouth and work for any film. So, when am I hired?! 🙂 Alexa
(sorry if this double-posted as my first one didn’t seem to go through)
Comment by Alexa Smith -
Create a bunch of Home Theatre Centers with 2 25 seat rooms and give the managers giant discretion to market the seats. See what works throughout the system and then adjust.
This is not just a marketing problem, it is a facilities/real estate problem.
The theatre experience is not special enough any more to pull viewers to invest $10 + a drive + the experience of getting screwed by paying $5 for a coke + the possibility of some moron’s cellphone ringing in a show they can see on cable or on demand at home in a few months.
A large percentage of the population cannot afford to have a $12k Home theatre put in their apartments or homes but they can/will spend on entertainment experiences.
That soccer movie that came out a couple months ago? An enterprising manager could have filled up multiple special showings dozens of times to the 100s of soccer teams in their area. Almost every movie has a twist and/or niche to hit this way – except the blockbuster (which should stay at the big plexes anyway).
The Enron movie could have been shown to Business classes or as a corporate outing as an HR thing.
The investment = rent(there is always retail space turning over everywhere) + buildout costs + salary for the manager
Revenues = ticket sales + DVDs + soundtrack sales + Food (self-serve to reduce Salary load).
Comment by CV Gilkeson -
Interesting problem. Here are some things to consider:
1) Change the fee structure that the studio charges local theatres in a way that provides incentives to promote at a local level rather than a national level. Construct it in such a way that gives them a larger share of profits over the initial weekend.
2) Provide theatre owners with ideas for ways to promote the movies by tying them in with local merchants and advertisers. You could provide something akin to door prizes on opening weekend which should help them generate more revenue than those week slide show pre-movie ads.
For example, consider some current movies. (These can apply both to opening weekend or longer terms)
CLICK: The local Best Buy, Circuit City or local electronics store could offer a plasma big screen TV with a universal remote to one lucky attendee. They would probably do in-store promotion for you as well.
CARS: Car dealers,car washes, oil change places could offer all sorts of incentives. (i.e. everything 20th person gets a free oil change)
PIRATES OF THE CARIBBEAN: Huge potential with all sorts travel and resort marketing
THE DEVIL WEARS PRADA: Win a personal assistant for a week; Give away a Prada handbag
You could also provide additional incentives in the form of community contributions. A movie such as REMEMBER THE TITANS could offer one dollar of every ticket sold during the opening weekend as a contribution to the local high school football team. (You make more money and build goodwill too!) Offer an incentive such as this and the high school will do the marketing for you.
The right movie and multiple promotional items could actually result in the moviegoer receiving more value than the cost of the ticket.
In general these ideas really change the dynamic from movie theatres being only the retail distribution channel for movies and transforms them into marketing partners who share both reward and risk.
It also occurs to me that you could reduce the price of tickets on the opening weekend and still come out ahead. This is really no different that the matinee pricing structure that is designed to increase attendance during certain hours.
Perhaps the most effective way of all is to change the success metric. Hollywood uses gross sales as a marketing mechanism. They rank “highest grossing movie for the weekend” and use it to entice people to come on the premise that people will think it is good and pay their money to see it. This is what seems to actually cause the high promotional spending you describe. Gross revenues are meaningless and only encourages the studios to spend as you describe. Its much like a candidate spending $5M of their own money to get a job that pays $60K a year (not a formula for successful money management!). It should be just as easy to measure and report highest attendance. Then the effort could shift to effective local grassroots marketing.
Done right the studios, theatres, and moviegoers all win. You most likely would also see increased audience sizes (even more revenue). Local merchants could tap into a whole new marketing channel and organizations would also benefit.
Everybody wins and it would be ALOT more fun!
Comment by Walter White -
IMHO, Here is the problem with the movie business.
It is not that people don’t want to go to a movie, it is inconvinient.
The problem needs to be addressed on a demographic by demographic basis
1) Two wage earning family with young kids
What is the issue here. Guilt where the parents feel that they are not spending time with the kids. So make it convinient for the family to have a family outing with the parents getting some time for themselves to WATCH A MOVIE OF THEIR CHOOSING. The following can be offered a) Onsite Child Care Services b) Miniature Golf/Interactive Gaming (Think Blockbuster) that parents can go to after the movie, c) restaurants/fastfood that they can take the kids to. Just going to a movie might not be worth the time it takes to pack the kids and go out (An hour prep for a hour and a half movie is just not worth it) but a half day outing with the kids might be
2) Older/Retired
Same idea but targeted for that demographic. Make it a bigger experience than the movie i.e wine tasting, Book Clubs, Bingo etc…
3) Core Movie Go-er
Discounted merchandise, frequent viewer cards etc..
4) Single People
Same idea again. Make it an experience with a bar area etc…
In short, with suburbia spreading driving anywhere for a 1-2 hour movie doesn’t seem to incent people to get out, especially when the same is available, albeit with a slight delay, on cable/dvd. Also, cutting the ads before the movie definitely helps. I took my 2yr old son to the movie CARS and they had ads/previews for a good 20 minutes+. By the time my son was restless and wanted to leave… Such an experience would definitely limit interest…
Regards
Comment by KK -
Very simple. Offer rebates, in the form of cash or free movie passes, if someone didn’t like the movie. People will go see movies they were on the fence about, confident in the fact that if the movie sucks, they won’t be out $20. If, at the end of a movie, someone hated it, they can fill out a short form maybe with the manager, maybe at a kiosk, giving their name, address, why they hated the movie, etc. and they get handed back the price of their tickets or free movie passes. You’re collecting ID data, so you can ban someone if they abuse the system. You’re also collecting feedback about why people hate the movies they hate. That data is valuable and is a potential revenue stream in and of itself. It wouldn’t even be that expensive. Think about the numbers of things that offer money back guarantees, very very few people ever take advantage of this, just because you have to fill out a form.
Comment by Laura Jacob -
Mark –
Well, obviously the Internet is only one avenue, but since it’s the only one I “should” be commenting on, I’ll limit my focus to the Internet.
There’s a reason why “viral marketing” is the new buzz word – it works. Creating viral marketing within the numerous social circles of the Internet requires a topic and interest that can transcend the boundaries and subject matter of each individual site.
My general idea for getting ANY idea out there on the Internet would be:
1) Identify the main players in the news/blogging world either through page rank and/or popularity. Make sure that these circles overlap somewhat, but make sure you hit all the social circles that exist out there. Those social circles are things such as Slashdot vs Digg vs Reddit vs. Fark vs The Onion vs Generic Tech sites vs Entertainment sites, etc.
2) Offer these people an inside, secured, online pre-theater showing of your movie. Why? Blogs and other sites are always looking for new, unique content. Since you’re very familiar with online video delivery, this shouldn’t take you very far away from what your industry knowledge is. Online pre theater showings would allow you to hit the bloggers from all over the world and allow you to not discriminate based on geographic location. All sites have to link back to your movie site otherwise they lose their status for the next movie which should build page rank for all of your individual movie sites. If you’re worried about pirating of the movie, its been pirated already, stop worrying.
3) Let the word of mouth carry the actual marketing campaign on the Internet. Obviously, if your movie is subpar, your reviews will express those feelings so you still have to produce quality movies. If this is an exercise in creating revenue for terrible movies, well, this doesn’t really work and the only real world example I can think of is The Blair Witch Project where although the movie wasn’t terrific, its uniqueness caused enough public stir to drive revenues.
At this point, you can incorporate your affiliate program if you wanted (although I doubt that would be much of a success), but I think you should can that idea.
Comment by Hagrin -
I have read most of the responses and nobody has addressed the solution. I do not have the solution, but I am reading the same sh t over and over. Only a few responses have even addressed the problem:
How do you get people out of the house to see your movie without spending a fortune?
Most people do not understand technology and do not have the expertise or pocketbook to afford the advances necessary to deliver media directly to the consumer. The production house needs to make money, the theaters have to make money, and the consumer has to be given an experience worth spending their time on. All this at the expense of getting the word out to the consumer and convincing them to go to see your movie instead of spending the time to do something else.
How do we tap new mediums of advertising in order to get to the average movie watcher?? I guess if we already knew that this question would have never been asked.
I do not believe it is a matter of changing or reinventing the system, but instead, we need to focus on how to get people motivated to see a movie. The system will change as technology becomes more readily available and accepted by the industry and by the average consumer. In the mean time, the industry must produce better movies in order to keep people motivated to see them.
Comment by Alex Arteaga -
It’s not that tough.
1. Lower ticket prices after the 1st week or two. 400 people @ $10 = 4000, 1000 people @ $5 = 5000. plus a much higher snack bar take. Cost ????
2. Pay actors & actresses less. People get annoyed spending their “hard earned $” to support someone making $10 Million for a movie. (It seems a lot of people have taken pay cuts lately, why can’t they?)Cost…a savings not a cost. If Hollywood hanna doesn’t want to make a movie for $5 Mil instead of 10, find someone else. I could care less who is in a movie, unless I don’t like them.(see below)
3. We go to escape the world. Tell the actors & actresses to SHUT UP. I don’t want to know there world views. I couldn’t drag my wife to a Tom Cruise movie anymore. He makes it way to hard to see his acting through his ignorance. Cost $0.00
4. When I go to the neighborhood bar. Most of the time they know me by name. It’s called caring about your customer. I used to work in resturants. Do you know how good it makes someone feel when they walk in & say Hi “Jeff” or whatever their name is? Treat people like a customer instead of a number. Cost $0.00
5. People are all on time budgets now. If a movie is suppose to start @ 8pm, start it at 8pm. It irritates people to think they pay $10 to go to a movie & then have to sit through commercials. That would be like having commercials on XM radio. (maybe they do, I don’t have it)
Comment by Jeff Mol -
I worked in the movie theater business for 4 years and what I learned is that every theater has their regulars…just like restaurants do. These regulars know all the managers and they know all the employees and they are at every premier. They are loyal disciples of the theater and would never cheat on their preferred theater by going to another.
If you gave me the task of developing a marketing strategy for your theaters, I would create a Theater Ambassador program and target these regulars that I know exist. There would be various levels of Ambassadorship and with each level achieved, there would be additional and exclusive privileges and various gifts.
For instance, by brining in X number of new guests to the theater and getting them to enroll in the theater’s frequent watcher program, the ambassador would reach level 1. At level 1 the ambassador would receive a special pin and X number of free passes and special advanced seating privileges.
Now, skipping to level 5, the ambassador would receive something much greater for his unpaid efforts…like private screenings with the critics, a visit to the theater’s corporate offices, or even lunch with the stars of his favorite movie plus an all expense paid trip to Hollywood. He might also be able to hold an unlimited movie pass for one year and have the ability to add X number of friends and family to a preferred guest list.
I think this strategy would work like a charm, make stars out of your most loyal theater guests, and give them an incredible sense of ownership and purpose, thus causing them to drive immense traffic to the theater and recruit and train other Ambassadors to do what they do. You could even provide marketing materials and training to your legion of Ambassadors.
If your looking for comparison models here, take a look at the direct marketing industry and the nightclub business which uses independent promoters to sell for them.
Comment by Adam Dudley -
actually the answer is in your friends… i would go to a movie that was recommended by my friends rather than one i heard about on PTI. so i suggest somehow use the same strategy as a network marketer? i think you are already doing that so keep doing it.
Comment by Jesse -
Mark-
In regards to your movie business challenge, I pose an idea for a brand new company in an innovative and fairly new market. Why are we trying to bring the people to the movies? Why don’t we bring the movies to the people. Laziness has overcome our American population and with the influx of HDTV’s, widescreens, and beautiful resolution, I believe a company comparable to NETFLIX or BlOCKBUSTER ONLINE for brand new movies would be an instant success. Forget releasing the movie to the public via Tinseltown or AMC where a portion of the revenue is devoted to the theatre.
Create a brand new company who releases new movies directly to DVD available for pleasureable at-home viewing. The new age of technology has allowed the businessman to service the public without having the public get off their couch. That is the beauty of today’s technology. Why not allow people to refrain from waiting at line, buying over-priced pop-corn and soda which does not positively affect the studio’s revenue. In fact, it only negatively affects revenue as people are turned away from the whole movie -going experience. Contrary to most beliefs, the movie a-going experience is not desireable with its smell, high prices, lines, etc.
In conclusion, I propose an idea of a studio who is willing to forego the theatre and ship their brand new movies directly to the public via DVD. Once received and viewed, they can return and receive another.
Comment by Daniel -
idea #1: what about offline affiliate marketing? sign up with a theater chain and make a $1 for each person you get to buy a ticket. when the person buys a ticket, they get $1 off when they use your code.
idea #2: dynamic movie prices. prices change by how full the theater is, time of day, and how close it is until the movie is starting.
The people that are going to go to the movies during the sweet spot of 7 – 10 pm are still going to go the movies. But many other people don’t go because of cost, crowds, and having to wait 45 minutes to get a good seat.
So if a standard ticket is $12, maybe you can price like:
$6 if movie already started
$8 if nowhere near full and movie is starting in 10.
$14 if movie almost sold out with over 2 hrs.
Then if this was real time updated to a webpage, people could decide last minute to see an $8 instead of watching their netflix.
This has loads of potential problems, like someone at a theater about to buy a $12 ticket, and deciding to spend $6 on a movie instead, but there are some positives.
Comment by Scott Elkin -
Get out of the movie business, it is an outdated distribution system. Your question will be answered when you look back in 10 years.
Comment by J Duclow -
You can’t make movies less sucky. But you can stop the practices that ADD to the suckage. Start a crusade for MOVIE DEMOCRACY.
1) Get noticed with a core distinguishing idea — NO ADS BEFORE MOVIES. Then advertise the hell out of this with in the marketplace with a catchy tagline. (Follow up with cellphone blocking, strict ushers, correct projection, and cleanliness.)
2) Let moviegoers VOTE on each movie — good or bad? — at kiosks as they leave the theater. Display their ratings beside each movie title for ticket buyers to see. Pull the plug / hold movie over in response, and thank your customers each time. (If you can’t have variable ticket pricing, then let this be a substitute.)
3) Follow up on with with a MEMBERSHIP PROGRAM that grants privileges for more activity — sort of a “Movie Miles” plan. Partner with retailers so that moviegoers can earn points everywhere and get free tickets/concessions.
4) Discounts on advance DVD pre-orders (subject to whatever conditions you feel necessary).
5) MOVIE DEMOCRACY. Let your customers, not studio prodution execs, pick future movies to be made. On your Web site, you could let users post requests and have members vote with their Movie points and even buy advance tix. Then let prodution companies fulfill the more popular requests (or shop the requests directly to the studios). You’re at the point of sale — people are used to buying advance tickets. How about REALLY ADVANCE tickets?
Comment by Tim -
You know this.
1) Have a good product. By that I mean a good story, good actors, good production values and don’t do it by committee. 2)Brevity is the soul of wit. Long movies are fine if they have something to say. But, many times less is more. 3) There is no free lunch. If people don’t know your product is out there it doesn’t exist. You have to promote it. What’s best? Lots of things work. It depends, but good trailers are a must. They are the most watched ads on TV. 4) Work hard, nothing worthwhile comes without it.
See, you knew that.
Comment by Jim Norton -
1.)Make the theaters fit specific age groups needs.
Have the typical teenager friendly theater, but market it as such.
Include a gaming area, a rock climbing wall, etc. Maybe have a dance club in the theater. Put some frosting on your sell to make the teenagers feel at home.
Have an adult theater with the same idea. You need to make it as it was when there was a social connection of sophistication to the theater and make the audience feel like they are not on the DART bus for 2 hours. I’m not talking Movie Tavern, I’m talking Bass Hall. Make the venue the attraction with a $18 ticket price and you’ve got something there.
2.)Make time for the audience.
More often than not I’ve gotten something to eat before a movie and the socializing ends up pushing us past our movie. Have an “unscheduled” theater available to show a popular movie between the other theater showtimes. That way there’s always a good movie available to the public. You could also set up a service with restaurants to have waiters notify the table served when they need to leave to get to their showing and perhaps market your movies at dessert and let them know what is available and where. Waiters would be a great marketing opportunity for you.
Comment by Aaron -
I have a solution for your marketeting problem. I work in advertising and understand the high price of advertising and the difficulty of achieving a respectable ROI. I have been working on the model for about 2 years and believe that it would work in both movies and music. I won’t post it on your blog. I think anyone with the sense and discipline to formulate an innovative model has the sense not to post it on a blog page. Many of the ideas I see on this page are similar to people playing the lottery – minimal investment for the hope of a large reward. Or large ideas without addressing the details or gaps of the plan. My idea is innovative but sticks to common sense. It does not involve you trying to re-invent the wheel. It is simply an effective, low cost, innovative way of drastically increasing word of mouth advertising. I would be more than happy to tellyou a little more about it if you are interested. Either way I hope you find a solution to your problem. GO MAVS!
Comment by Haydon -
This is a “long tail” situation.
Wired editor Chris Anderson explains it in his new book, but if you google “long tail” you’ll find the Wikipedia entry and the original Wired article that started this line of thinking.
We are no longer in a culture that supports the traditional “blockbuster”. Choice is *everything* now, which is why it’ll continue to be more and more expensive to motivate people to choose one of ten movies on any particular night. This is a long-term trend and our ability to communicate is only going to accelerate it.
The good news is that the theatre system can support more choices. My local plex has 24 rooms. Each room can run 6 films a day. Each week has 7 days. Therefore my local plex has the ability to show 1008 different films in a week.
They show 17.
17, and all of them are aimed at the same demographic, which is “everybody”.
You can easily understand this if you consider what’s happening to FM Radio. (And please: everything that’s happening to the music industry is going to happen to the film industry in five years.)
FM radio is very much like the local 17-film-showing multiplex. Each city can support about 20-30 FM stations. When our culture was more common, more centered, 20 channels was enough. Now that our interests are more narrow, not one of those 20 channels is acceptable. They are all trying to get “everybody” to listen. But in an era of non-scarcity, in a culture that worships individuality and choice, anything aimed at “everybody” is going to hit nobody.
The other problem: in a choice culture, everything requires word of mouth. Consider the film “Serenity”. It is still being watched by new enthusiasts (“highly motivated consumers”) due to word of mouth. It will approach “blockbuster” status over the course of years, not weeks. But its initial box office was a disappointment. Well sure; how can word of mouth operate in two weeks?
What if, instead, “Serenity” was shown at the local plex for a year, in the Tuesday afternoon slot? Now we’re addressing the true needs of that word-of-mouth group WHOSE MARKETING COSTS ARE ZERO.
($0.00)
The film will of course be available for home consumption during most of its theater run. (But that has to be addressed anyway!) The theater experience is improving, and is still a better way to consume a film for 99% of people, and provides an outlet and unique semi-social experience out of the house. I don’t think the theater experience is the root problem. I think it’s still choice.
Of course, the other side of the equation is film production. Remember that everything that happened in the music industry is going to happen in the film industry. Independent musicians are in an interesting place today. It costs about $5000 to record an album as sonically good, or better, than albums costing $1M to make 25 years ago. That means that, right now, there are tens of thousands of acts with CDs sounding as good as LPs did 25 years ago. Wow!
You can go and kind of browse them on Garageband or Myspace. Only 1 in 20 don’t utterly suck, but that 1 in 20 are kind of amazing (and 1 in 100 are really great)! The numbers get remarkable when you pause to consider them.
This same sort of revolution is starting with the YouTubers, but that’s a whole different media.
Cheap production is going to enable more long-tail thinking; cheap distribution will force it to happen no matter what. This cultural tidal wave is inevitable and you MUST not try to fight it by paddling harder upstream.
Thanks for reading, good luck!
Comment by Undertoad -
Post #87 is the answer. And yeah, I’m kinda biased….
Comment by Craig -
When someone attends your movie you instantly–without asking a single question–have a pretty good guess at how to create another movie that will draw them to the theater. This is why cross-promotion is so important for movies.
The goal is to lead the attendee of movie A to attend movie B in the future. Why stop at previews? Quiznos punches my card every time I buy a sandwich. When I eventually have enough punches for a free sandwich, you can bet I’m motivated to go to Quiznos. But the irony is that sandwich shops are not the ideal place to implement this type of promotion, because sandwiches have a per-sale cost which you are cutting into when you lower the price, whereas movies cost the same to show regardless of how many people are in the seats.
Technology gives us a great way to do punch cards for movies: The ticket stub for movie A contains a unique code, just a sequence of characters (like you see under bottle caps). When the attendee gets home they login to their account and enter the code to instantly receive $1-5 in credit toward the purchase of a ticket to movie B, which opens in a month.
In this way you have not only brought the viewer back to the theater, but you have brought them to *your* movie. If the attendees save an average of 10% (including the people who did not participate in the promotion) but your attendance goes up by 25%, you’ve made a lot of money.
You can also use participation data to argue your case to theaters to show the upcoming movie on opening weekend.
Implementation would be tricky, since the theater chain is holding most of the cards here. They are not likely to provide such a service if it leads to sales at other chains and not theirs specifically.
Comment by Jason -
One other thought – redesign the theatre experience to provide an immersive experience, the sort of experience that absolutely can not be had at home and MUST be experienced. Then DO NOT release the video to the home markets. If they want to see it, they must come to your immersive theatres where it can not only be seen but experienced. Like a 90-minute e-ticket ride.
Comment by monte -
Mr. Cuban,
The problem with movie marketing is that there is too much of it. Movies are overhyped months and sometime years in advance. When you go to see the movie, you’ve heard so much about it that it can’t possibly live up to the hype and the cost of going.
Either make the marketing campaign part of the movie experience or tone down the messaging. Done right, the first option should entice people enough through the “free” (advertising/marketing) part of the experience that they then find it worth while to pay for the conclusion (movie).
Hollywood continues to follow the same formula. To succeed, a new formula has to be written and the best place to start is by changing how people experience movies. The movie shouldn’t start when you sit down in your seat. It should have started much sooner when the marketing was rolled out to the public.
Thank you for your time.
-Chris
Comment by Chris -
sorry for the multiple postings…the blog system keeps emailing me to confirm my message…may be a bug in the software
Comment by JMedeiros -
To the whole group…
I’ve read all of the posts here and 90% are marketing 101 related. Most of the suggestions here involve price, place, timing, or product enhancements / or edits….
I think Mark and the crew are looking for crazy creative ideas that no one has thought about. I’m sure they’ve considered changing the price of movies, or ofering different distribution ideas, etc…
Let’s try to come up with some far out ideas, that with some tweaking could become winners…we can work as a team here…
-J
Comment by JMedeiros -
To the whole group…
I’ve read all of the posts here and 90% are marketing 101 related. Most of the suggestions here involve price, place, timing, or product enhancements / or edits….
I think Mark and the crew are looking for crazy creative ideas that no one has thought about. I’m sure they’ve considered changing the price of movies, or ofering different distribution ideas, etc…
Let’s try to come up with some far out ideas, that with some tweaking could become winners…we can work as a team here…
-J
Comment by JMedeiros -
To the whole group…
I’ve read all of the posts here and 90% are marketing 101 related. Most of the suggestions here involve price, place, timing, or product enhancements / or edits….
I think Mark and the crew are looking for crazy creative ideas that no one has thought about. I’m sure they’ve considered changing the price of movies, or ofering different distribution ideas, etc…
Let’s try to come up with some far out ideas, that with some tweaking could become winners…we can work as a team here…
-J
Comment by JMedeiros -
To the whole group…
I’ve read all of the posts here and 90% are marketing 101 related. Most of the suggestions here involve price, place, timing, or product enhancements / or edits….
I think Mark and the crew are looking for crazy creative ideas that no one has thought about. I’m sure they’ve considered changing the price of movies, or ofering different distribution ideas, etc…
Let’s try to come up with some far out ideas, that with some tweaking could become winners…we can work as a team here…
-J
Comment by JMedeiros -
Do parents want to see the same movie as their 10 year old kid?
Do 18 year olds want to see the same movies as the older adults or be in the same room with those adults?
Do 10 year olds want to be in the same environment as their parents when watching a movie with their friends?
Do the 21-30 year olds want to sit a movie for 2 hours, unless they were on a date or married?
I think a very targeted approach may turn around the movie theatre business.
How about providing a room that looks like a room for kids 10-13 instead of a boring room for adults? How about having “proctors/baby sitters” in the room to keep an eye on the 10-13 year olds while they’re watching the movies with their friends…away from their parents. How about letting the kids in for a highly discounted rate?
Currently, tickets for 4 with popcorn and sodas cost the same as a babysitter and a nice dinner for 2. I’m not a parent but if I had kids, I would prefer to latter.
For the 21-30 year olds, how about a room that serves alcohol? Have waiters/waitresses. Have small tables (low cost Moulin Rouge/Vegas show setup). Have a call button at the seat similar to the call buttons at hospitals.
For the parents, how about keeping the traditional rooms with an additional touch of service…
For those that enjoy the traditional methods of watching movies, then they can go to the traditional theatres. I think the traditional theatres can not compete with the low cost and convenience of home entertainment systems. If you’re going traditional, then you need to go low cost. The only downside, is waiting for the DVD release. However, in China, DVDs are being released the same time as the movie release date to prevent “pirating.”
Its kind of like grocery stores…you either are a low end bargain shopper (WalMarts) or a high end shopper (Wegmans, Wholefoods, etc). The middle market is dying.
As my graduate professor used to say,,,”When you walk in the middle of the road, you’ll get hit on both sides.”
Comment by Bill -
If you partner with local non profits they will work tirelessly to sell tickets for you. By offering a percentage of the ticket and concession receipts you will have an army of non profit volunteers arm twisting their friends and family to come out to the movies “for a good cause”. You will get great PR out of the deal and you will be able to introduce the idea of a night at the movies to a large group of people that might never have gone if it were not for charitable aspect of the evening.
Comment by Rob D. -
re 4) If you encouraged People to Bring Their Own snacks:
Here’s the thing. Look at magazines and radio advertising sales, their based on listenerbase and readership.
Yes, allowing people to bring their own snacks decreases concession sales a bit (They bring their own snacks anyhow…I’m sure everyone on this thread has), but the amount you can make on advertising, based on the additional eyes would make it worthit…but beyond that, the general idea should be how do we rethink the theatre experience…allowing people to bring food in…would make people feel more at home and it would certainly create a new “feeling” among folks when they think about theaters.
Image is a huge part of success, I truely think people think of the movie industry in the same shade as used car salesmen. The don’t trust the high prices, rigid format, etc…we need to create a sense of trust and comfort.
Comment by JMedeiros -
One follow up comment:
The solution is to allow people to feel like they taking part in something bigger than themselves.
Movie theaters are in a position to make an impact on the community. They are big, lots of unused space and a huge pre-built infrastructure. Plus everyone knows where it is at.
Build that customer relationship by getting involved in thier daily existance. Bring them to you, by allowing groups to use the facilities. Encourage that. Once people feel comfortable there, they will return.
People are creatures of habit. If they go there to a Boy Scouts meeting, or church service, chamber of commerce meeting, etc. They will see what you have to offer, and when the time for them to go out…
I hate hollywood, most actors and think that they are out of touch with my daily life. Breaking down the wall of the theater getting involved would break down that image also.
Comment by Mike -
It’s easy – quit marketing movies to theatres. If theatres were your business you’d take a look and say it’s time to get out of this business. And frankly, it is. Why should I waste an entire night to go to the theatre just to watch the same movie that I can watch in a few months at home for far less than it will cost me for a night out. Perhaps those with more spendable income can afford it but I assure you that a family with 3 or 4 kids can’t. They, as I, are looking for the most bang for their hard-earned buck and a night at the movies pales in price to an evening at home with a few DVD’s and a big bowl or two of popcorn. Do the math…
Comment by monte -
Mr. Cuban,
It has been said before that network marketing is the best way to market anything. The producer could run a contest to take a group of individuals that have won a ticket online or through a contest, to view the movie a month before it comes out in theaters. The movie producer could have one showing in each big city in the U.S and abroad. By letting a couple thousand individuals see it for free, you would have started a huge word of mouth advertisement that could reach millions. Also one could hire a couple of people to go into chat rooms and just talk about the movie. That will be discreet and people will never know they are talking to an individual hired to tell them how good the movie is.
Sincerely,
Anthony
Comment by Anthony -
It’s all about buzz, and the follow through. Buzz is what got the product into existence, follow through is what kept the product selling. Napoleon Dynamite, Wedding Crashers, old School, Break-up, are great examples. I don’t believe free showings are going to BLOW profits threw the roof; only a good product will do that. Plus you have to have a movie that speaks to all demographics not just a certain group. Like nickelback they play on pop and rock and 80’s 90’s and today formats. A blockbuster movie is one that hits home with 15-50 age groups. how you get that is you create a buzz around each movie and you make a good movie its simple but hard you need a good team, why was sinefield so successful, because jerry’s a genius writer, and what happens when you get that plus talent boom the most successful show on TV.
Comment by alex -
Change the entire structure of how the consumer purchases their movie items.
Release everything on the same day. DVD, Sountrack, PPV, etc. reduce ticket prices to see it in the theater and offer serious discounts for dvd’s, songs, and the soundtracks when people leave the theater. For Instance, price to see the movie $5, Price for soundrack after the movie $5, Price for DVD after the movie $5.
This only works if you make better movies that people want to own.
Comment by Austin D -
I’m too busy to read all 459 comments before mine, so these may have been suggested before:
I’m a huge netflix fan… I pay one price per month and get (virtually) all the movies I can watch. Why not offer memberships to a movie theatre where you pay a monthly subscription and can then see as many movies as you like for that month (or season passes like at the amusement parks)? Theatres would love it because people would probably spend more pocket money at concessions since they don’t have to spend at the door. Couple this concept with the one you already have worked on where you offer the DVD on the same release date and you could sell the DVDs of the current running films at the concession stand. Playing in a touring band, we always sell more merch when there isn’t a cover charge.
A second thought, why aren’t there loge or box seats for theatres… smaller rooms that are soundproof where you can spend time with your friends or family without disturbing others. Clever engineers or architects could probably even find a way to set them up apartment style all facing one giant screen… each loge could then have its own surround system.
A third idea… If you are currently paying $8/head for marketing… consider diverting that money to regional employees. You can hire college students for minimal cash, plus they can probably get college credit. They can then run regional street teams using techniques that have proven to be effective for that particular part of the country. Again, from my experience with the band, NOTHING beats word of mouth. Major Record labels have been using student representatives for years (not that you really want to emulate their industry, but the idea of having memebers of your target audience promoting to their peers could be a low cost/high result tactic.
Comment by Brent Gummow -
Prayer. You want to know how to spend less money and get more people? Cut back on spending and pray everything works out. Sure, it’s a risky solution and, let’s face it, not even a solution at all, but it’s just as good of an idea as anything else. You see, there is no solution. Some people love movies. Some people don’t. You can’t change that. But why would I even be here if I wasn’t going to offer up a suggestion anyway? So here goes.
Take away the hand of big business. Even if you don’t want to actually do that, make it look like a home grown affair. Sure, you will be pulling the strings behind the scenes, but nobody wants to see that. Make more of a push for the film to promote itself. Society loves the underdog so show the underdog actually doing the work. Nothing makes people sicker than poorly done product placement and “the man”. Minimize your efforts. Embrace the “little people”. Show the world what goes in to making a movie a success. Make us want your little filmmakers to succeed. Don’t end the story with the movie. Go deeper than that. It’s all about people wanting to share a story with other people. That’s what movies are for. And that’s what we want.
You may have noticed a little bit of a trend in your blog comments. There’s been a couple posts mentioning the indie film “Four Eyed Monsters”. We’re marketing, Mr. Cuban. Cheap, cheap marketing. Now I’ve got a little bit of a story to tell, and please bear with me because I’m telling it.
It’s really odd how the internet can seem like an endless wasteland of scariness and a nice little community all at the same time. Sparing you the boring details, one day luck shined upon me, and I managed to find Arin and Susan and their brainchild “Four Eyed Monsters”. In a world where sequels are planned before a movie even hits the box office and genuine ideas are hard to come by, I found the whole idea of “Four Eyed Monsters” to be refreshing. Exciting, even. Now I’m telling you upfront: I’ve never the seen the movie. Unfortunately, I haven’t been quite that lucky, but I will attest to the fact that everything I have seen from the people behind the film—previews, trailers, and podcasts—have made me feel more than any full-length film I’ve seen in a long time. The passion, the raw emotion I’ve seen from these two people is enough to make me come here and write to you in support of a work of art I’ve never seen.
I know I can’t make you show their film in your theaters, but as a movie lover and a human being, I beg of you to give this film a chance. You want new ways of marketing? Talk to Arin and Susan. You want success at your theaters? Make people really care. The industry markets movies that they don’t really care about. If they can’t muster up the feelings of support, then how do you suppose that they’ll convince others to support a movie? That’s where the people of “Four Eyed Monsters” have it right. They care. They refuse to degrade their masterpiece with crap marketing. The marketing of a work of art should also be art. Don’t feed people garbage as marketing because then they’ll expect garbage as the product.
But, really, who am I to talk? I’m just an idealistic college student. The world hasn’t ruined me yet. So check out the “Four Eyed Monsters” podcast. You’ll see what I’m talking about.
Thanks for taking the time to read this. I really appreciate it.
Comment by Aimee Graugnard -
Let consumers purchase bulk movie tickets for the year. For example, at the beginning of the year I want to go to 25 movies and I can buy them at a 20% discount because I bought them in bulk. I would go to more movies, but some people wouldn’t use all 25, like the gift card.
Comment by Matt Bretz -
I guess the question is do you want more people to come to your theatres (exhibitor hat)or more people to watch your movies (producer/distribuor hats). BECAUSE THEY ARE NOT THE SAME THING. Infact they have opposite goals in more ways they have in common.
Just as you have said you don’t sell basketball, you sell sore throats to your maverick games Marcus Loew, founder of Loews Theatres once said, “I sell tickets to theatres, not movies”. And everyone knows that theatres are really big concession stands. Bums in seats makes more money both the exhibitor and less for the distributor. More bums in seats = more concession$$. Distribution and production make more by using the theatres as advertising for the DVD release. While Pirates of the Carabbean made a ton of money over the weekend, it will make even more on pay-per-view, DVD, PSP, etc…
If you want attendance at the theatres to go up, you have to limit where the product is available. ie Shrinking release windows, Dvd in only 3 months, day and date releases etc.. it’s all connected. Of course product has a lot to do with it, but people can be tricked into seeing a crummy movie. People aren’t/can’t buy your soda and popcorn when they are watching your movie online or at home 3 months after theatrical release.
Distributions goals are just that distributting the getting the movie out as many places as possible as soon as possible to focus your marketing over a short amount of time.
Preserve the theatrical window and theatre attendance will rise.
Comment by Blake Zaugg -
I think that you’re asking the wrong question. Now that video games and interactive media on the ‘net are booming, movies are starting to head the way that radio headed when TV became popular.
That is to say that movies will never go away. But I believe that they have reached their terminal velocity in terms of technology (sound, special FX, etc.) and viewership (you will never see movie sales as high as they used to be no matter what you do).
So if you want to make money and secure your future in the entertainment business, I would recommend getting into games. If you want to get people to come out of their houses to gather and be social (like they do when they visit the movies), you need to organize video game tournaments with lavish prizes and FIND A WAY TO MAKE WATCHING (people play) VIDEO GAMES AS FUN AS WATCHING MOVIES.
If you want to cling on to the leveling-off movie industry, look into getting involved with the abundance of (game-like) computer-animated movies (Over the Hedge, Monster House, etc.). They seem to be the swan’s song of the movie industry.
Another key would to be to move the direction of the video game business in the direction of the movie development model (which it already is to some extent). That is, create “stars” of games (and game playing) and get people really excited about them like is already happening in Korea and Japan. Speaking of which, those two areas of the world are already far ahead of the US in this. If you found a way to bring the craze to the US you would be unstoppable.
Comment by Charlie Hoyt -
You need to develop a rewards system for movie patrons. Something that doesn’t leave them unfulfilled if they a.) didn’t enjoy the movie and or b.) wish they hadn’t just dropped the money on the ticket.
I know I would personally want a card that can be swiped at the theatre in which I accrue points that could be redeemed online for tickets, DVDs, etc.
There is nothing stopping other theatres and movie production companies from using the same idea. That’s fine. Let them. You control the points given for your particular movie, and what rewards those specific points can be used for.
For example, let’s say I go to Cinemark tomorrow to see Superman. I pay my eight bucks. I’ve gotten to the theatre early because of the lines and I am sitting there, waiting for the movie to start for an extra 30 minutes. All of a sudden, an advertisement pops on, explaining how I can get a form in the lobby and fill out my personal information and receive a card in the mail in which I will begin to receive points (much like frequent flyer miles) that can be used at later dates for anything from tickets to merchandise. I get this for free and all it takes is me swiping the card at the ticket window.
After a few months, you would have defined lists of who your customers are, how many kids they have, what type of movies they like, how many tickets were bought at once, what other movies they were seeing, etc., which would allow a much more personal marketing experience to be had.
If you had a kid’s movie coming out, you could market directly through email and the mail, and offer extra points rewards to the parents for going to the theatre.
You could tie this in with your advance copies of the DVD. If they liked the movie, they could go to a website and redeem the points right then and there for a discount and/or receive a DVD right then and there. This would especially be important for family oriented movies, which kids want to watch over and over.
Over time, developing a personalized marketing strategy, you could build a loyal fan base that would be more willing to go to the theatre, knowing they would be getting something in return.
Comment by Brad -
My grandmother tells stories about going to the movies. For her it was an event, it was something they looked forward to and was the highlight of their week.
Today movies are just something we do when we are leaving the mall, it is a fallback date, and form of back-up entertainment that people do when there is nothing better on TV.
My suggestion is turn movies into an event… again. Tell familiar stories in longer and different ways.
For instance if you were making the next Harry Potter Movie, make the real movie. Make it 5 hours long and with every ticket include a voucher for a drink and a hot dog. Put in an old fashioned intermission where people can go to the bathroom, walk around or visit the concession stand. Use the intermission time to show trailers for upcoming event movies.
This scenario would work for just about any movie. Imagine doing it with a new Meryl Streep drama. That’s the kind of thing my mother would go see. You could tap into a different market. Baby boomers would show-up; or if it were a kids movie you could get families to attend. Think of it like a day at the fair. Maybe for the kids movies instead of just trailers you could do interactive games or something to help the kids burn off some energy.
I’m not suggesting that all movies should be like this. There is still a huge market for the 90 minute action or comedy film. But the ones you make like this would be exciting. These event style films would make people want to leave the house, they would once again make people excitied about films.
I know I would go.
Comment by Amy Williamson -
Charge no studio fees for blockbuster movies. Imagine if you could go see a blockbuster summer movie for half the price of a normal movie. The movie would set records in no time – creating a national buzz and its revenue from merchandising and licensing would make up for the lost ticket revenue in no time.
If the studio could publicize the movie at even a minor level, people all across America would hear in no time. The sheer novelty of a movie at half price would make the news, and if the studio could have posters placed in the movie theatres advertising the low price– everyone would know, and that is half the battle. Furthermore, once the movie is released, it would surely set records – perpetuating its popularity.
Know that everyone knows about a half price movie, it is easy to get him or her to go (especially if they would have considered seeing the movie at full price).
This strategy would be best employed for a sequel to an already established franchise, such as Spider-man or X-men.
Venues would be likely to cut their costs too – on the sheer basis of the foot traffic it will bring in for concessions etc.
Comment by Vincent Marron -
WAKE UP MARK!
I don’t mean that in a bad way, but come on most people here are complaining about the same thing over and over. It’s not the theatre’s that have the problem it’s the industry as a whole.
Here’s the issue, the Movie industry is still living with the same economic model it was living with 20 years ago. $80 million budgets another $20 million in marketing and the “HOPE” that they make it all back or most of it in the 1st weekend. Modern world to the movie industry, that doesn’t work anymore. We the consumer have far more choices now, we have theatres in every room in the house, and most of us have 100’s of channels of original content. According to the Motion Picture Association something like 194 Movies were released last year. The average budget of said movies was $48 million. Oprah, David Letterman, Jay Leno, Heck countless DIY and HGTV programs will do 194 productions in a season. All this is done with Millions watching, what are the millions paying to watch? Nothing, virtually nothing. Sure some may pay cable companies or satellite companies, but in reality what I pay the cable company monthly my wife and I could only go to the movies 2-3 times tops. The sad thing is I rarely even watch movies on the 100’s of channels that I have, I even have some 20 “movie” channels which all of 2 (2!!!!!!!!) are available in HD. I still rarely will watch what’s on there, the reason is a lack of original content. I’m more likely to watch HBO for their shows than I am for the movies, most of which I’ve already seen on DVD. Why? Simple, I know that they’ll play that same movie 80 times in the next 3 months and my DVR will catch it for me at 2am if I really want to watch it again. I rarely do that though because I rent from Blockbuster.com for all of $17 a month and get to watch 15-25 DVD quality relevant movies or TV shows a month.
So how is it that I the consumer would rather watch the latest episode of Lost than the movie that’s already been on the market for the past 6 months? Simple, for one it’s free, another, the quality of the production rivals that of the movie, and finally its original programming. How is it that the broadcast industry, which 20 years ago was much like the movie industry, is able to provide me with far more quality content than the movie industry? 20 years ago when I watched television I had some 8 channels to watch, with some original programming, we got cable and then we had all of 30 channels to watch with more original programming. We’d still get bored with it, the way it was presented to us, the quality was sub-par, and we couldn’t get it when we wanted it. So when we wanted the best entertainment possible we went to the movies! The Movies were in surround sound not just stereo, they were on 40’ screens, the quality of the films blew anything else we’d see on TV out of the water! At home we all had 25” CRT sets with at best stereo sound and at best we could watch the movie on the overwhelming quality of VHS. Now I have hundreds of channels to watch, all of my local broadcast (FREE) affiliates offer really good programming absolutely free in stunning High Definition with 5.1 surround sound. We’re talking 720p digital broadcasts that run DVD’s out of the water. Not only do they offer me this for free, but they offer me hundreds of these near masterpieces for free, they only ask that I watch the commercials, which I don’t even have to do that because of the wonders of science that provided us with the “DVR”. So with all those choices you want me and my wife to hunk down $20-30 after concessions to go see a feature film. Sorry it’s not going to happen, you want to make money making movies you need to do what the Television industry did in the last 20 years. They changed the way they did business in order to catch up with the technology. They quit paying actors ridiculous sums to make shows, through digital means they took production costs and reduced them on a massive scale, they created more programming based on reality to both heighten interest and reduce overall costs and in the end to create more content that technology now allowed them to broadcast. Yet here is the movie industry, still paying people like Tom Cruise $20million to do a film, Steven Speilberg $15 million, still producing some 200 movies per year at ridiculous costs. The Motion Picture Association hasn’t caught up with Television, they are far behind, and soon with Television producing more and sometimes better content than that of the movies they may not even be relevant to the discussion anymore. If you want to make money making original films than you need to change the antiquated business model, the competition is far too fierce and is eating you alive. Here is a quick list of 5 things I’d change immediately regarding the Industry and the Theatre.
1. Reduce the price of admission drastically, this can be done by reducing the amount of costs involved with making and distributing films, we don’t need people selling us tickets at a booth that can be automated thanks. (online, or kiosks at the theater)
2. Make it easier for the typical American Family to see the movie, how about an area for small children to be watched while mom and dad go see the movie. I’d gladly pay $10 so that my child could be watched during the movie.
3. Change the way concessions are handled, popcorn and drinks could easily be sold via a machine, offer some quality food at the non-self serve areas and maybe areas in the theatre where a dinner could be eaten, maybe a small bar in front of some rows so that drinks and food could placed. If I’m going to pay an outrageous amount for food I’d rather pay $7-8 on a quality burger or sandwich than $4 on a mediocre hot dog.
4. As many have already stated give the consumer more choice, offer the movie at a Kiosk at the theater on DVD, or via mail on the internet. Make the DVD one track fully uncompressed, no features no nothing, make the previews part of said track. One 10 gig track is not an easy feat to compress and viably pirate, especially if it’s already at 720p in Mpeg4 format. Besides why pirate it if you can buy it online or head to a kiosk and get your own copy for $9.99. Cost of selling it that way? Not much, that $9.99 equal damn near pure profit.
5. Change the business model of the theater itself, where as you may drastically reduce the cost of seeing one movie, offer the consumer more choice in the theater as a whole. Offer season passes where people can buy an allotment of movies, we’ll say 10 because it’s easy and that pass last for 6 months and cost around $45. You can sell that by advertising movies that will be coming out in the next 6 months to hit your demography. You can offer discounts on concessions with said pass, and you can finally give control to parents on what their kids are seeing. If the parents don’t want their kids to see anything worse than PG-13 their season pass is restricted as such. The technology is here, get with the broadcast industry and use it.
There’s a few other things you could change right now that would help. Bring back Ushers, and make them actually shut people up, or at least offer everyone a headphone jack in the seats. If I’m going to pay $8 to watch a movie in your theater vs my own than give me an incentive and at least get rid of the previews and advertisements. Oh and if you want me to get there and see that show then let all these changes be known. Give us that we apologize speech that Bill Ford gave, the one that goes we’re sorry for royally screwing you for the last 40 years, come back and see what all we’ve changed.
Comment by The fan formerly known as Mavtek -
IT IS CALLED SUPPLY AND DEMAND! INDIVIDUAL PRICES FOR EACH MOVIE!
Let me give you my individual profile. I am not going to spend $10.00 to see Brokeback Mountain; $3.00 sounds reasonable (especially considering how much it cost the studio to make it). However, I will spend $10.00 to see a movie like “A Scanner Darkly” or “An Inconvenient Truth.”
MY SOLUTION
Not all people are alike, but each movie should have its own individual price. MARKET THAT! If seats are unsold…LOWER THE PRICE! Get them filled. It’s not such a complex concept. Brokeback Mountain: $3.00, A Scanner Darkly: $10.00—my profile anyway.
The idiocy that surrounds pricing in the movie business is astounding. Why don’t we set up a hypothetical where a bar charges $20.00 a drink. Are you asking me how you’re going to get people into the bar? I don’t think God could help you with that solution except to recommend LOWERING YOUR PRICE. Charge a different amount for each drink! Otherwise you’re going to need a miracle—just like the movie business.
Comment by Nick -
FOUR SUGGESTIONS
1. The movie business is having issues because it is going by the way of the music business– lacking originality and depth. Far too many remakes are being made. Movies considered classics were made prior to the mid-1990’s decline. Mr Cuban, studio executives are like radio executives; they are seeking “a smash at the box office” or “a hit on the charts”. Call me a movie purist, but films like “The Godfather” were about S-T-O-R-Y and Characters not hype, fluff and discounts off the tickets. It was about the human drama that made the film great! “Million Dollar Baby”,”Crash, “Mystic River” and “Ray” are three relatively small budget films (2 by Clint Eastwood) that made an impact in spite of their relatively small promotions budgets.
2. POLITICS gets in the way of Progress. Getting great actors for movies that suck is like putting perfume on a pig. POLITICS with the large studios keeps great screenplays in limbo or out of the game because writers don’t have ACCESS to reach the great actor who may be willing to sign onto the film. What GREAT roles have been written for Pacino or Deniro since the 1996 with Michael Mann’s “Heat”? Only screenwriters with names in Hollywood get that good read and opportunity. Agents keep their actors in check with new rules about accepting scripts & unsolicited materials policies. Europe and Asia don’t have the staunch rules that exist in the states because of the guilds and unions. Look at Robert Rodriguez, he sometimes leaves the states to produce his “hit” movies like “Sin City”, “Dusk to Dawn”, “Once Upon a Time in Mexico” etc. He deletes the politics and produces a GREAT product! Not to mention the “spagetti westerns” shot by Sergio Leone in the 1960’s in Italy. Classic films few politics.
3. People rely too heavily on the internet for promotions and marketing. Like music videos, the songs that were considered “classics” were great because it was perceived by the listener as a great song and not because some deejay or marketing wiz said so. Please don’t misunderstand me, the internet is a great means of promotions, but real world promotions NEEDS to be utilized and not forgotten. NOTHING beats the personal touch. Music videos like internet ads have gotten the potential supporters away from caring about the film and the song. In store visits and one-on-one dialogue is almost non-existant in promoting films any longer. My #1 reason to see a film is word of mouth recommendation (if it was not on my to be seen list.) More theatres are being built every year, people want to see something good when they go, and don’t want to feel disappointed at the end of the night like they should have stayed home on the net.
4. Redefine success in budgets. Mel Gibson spent circa $30M to make more money at the box office and control his own movie with “The Passion of the Christ”. Sure, for the average independent filmmaker that’s NOT independent money. However, look at smart horror films like “The Evil Dead” that Sam Raimi produced in the 80’s. Low budget, still a great story. Tarantino did the same with “Reservoir Dogs”, small budget, great story, great characters. “Sideways”, “12 Angry Men” (both versions), “Rear Window”, (I can go on & on), but it was not about inflated budgets and marketing money, crazy locations, CGI. Does it really take $50M to make “Gigli”??? I SWEAR to you, I could have done that movie in the hood with some actors I know and made it a comedy & made it sell. I don’t know where the money went on this flick. Please tell me. GREAT films, Mr. Cuban, classics like “Scarface” (Pacino), about STORY and the Characters these actors portray that made the small budgeted films successful. CGI did not make “The Hulk” a good film!
Mr. Cuban, thank you for reading my suggestions and observations. I’m a writer who has read many scripts that NEED to see the light of day, but we’re FRUSTRATED at the level of attention that films get without having funding behind them. Talented actors lose gigs because of marketing from a rap artist. People are more apathetic and numb. Let’s give them something to give a darned about again.
I’d love to work for you in making this dream a reality.
Comment by Ros Mickens -
See comment numero uno. That is the best idea anyone can come up with. Take all the money you might spend on marketing a movie, and make another movie. Don’t market! Just make great quality movies. People will find them.
Spend time and money selecting quality scripts and talent. Then, don’t screw with the script and don’t screw with the talent. Let them make great films! Not films some research firms or movie executives think will make money, but a great piece of art.
I don’t want a job. I do want to see great movies. Believe me, there aren’t many.
Here’s a bonus tip. Jerry Bruckheimer + tons of money = shitty movie. Please don’t be like that guy. You wanna make your mark in movies? Make movies. You wanna make your mark in business? Make money.
Comment by Paul Pate -
I don’t want to go to the movies. I want the movies to come to me. I have an A+ quality media room. I don’t have to listen to someone’s kids, the old guy blowing his nose, cell phones going off (you get the idea) I would pay a pretty penny to download the movie and put it on a DVD. Onetime use is fine with me, how about I must register with the website. So that I wont make 1k copies. I would be willing to pay somewhere around $35. I know this is not a New idea, why not work out the details and do it.
Comment by Kyle -
Mark,
I’m Greg. You can jump to the end of this thing for my qualifications, but I want to get to the point here: I know you’re for collapsing the artificial barrier between a film’s theatrical release and its subsequent releases to DVD, pay-per-view, et cetera, and that makes sense. The moviegoing experience isn’t what it used to be. Most people would rather stay home and watch a film than trek out to the nearest googleplex to shell out eight bucks a ticket and the ungodly prices for concessions. Why should those people be forced to wait to catch the film? That artificial window also gives black markets a chance to pirate the film.
I live in a college town with a vibrant live music scene. Most acts these days–if they’ve got the funds to do so–bring equipment to the venues that allow them to record that night’s show, then sell CDs to people who attended for as much as $20 a disc. It’s great. Any act can peddle its studio albums–but to offer live discs to people who attended the show? I’d personally much rather spend $20 on a disc for a show I attended.
Movies obviously differ in that, unlike great lives muics performances, every showing’s the same. But still: why not offer discounted copies of the film’s DVD to moviegoers leaving the theater?
– Bob goes to see “Ocean’s 17”, pays his eight bucks to get in the door
– Bob likes the film so much, he pays another eight bucks for the DVD as he’s leaving the theater
– Perhaps to sweeten the deal, the theatrical DVD (the issue sold at theaters during the film’s run) contains a discount for that studio’s other films. Make it so that when Bob plugs his DVD into computer , he gains “special access” to Studio X’s film vault where he can purchas X number of DVDs for such-and-such discounted price.
– ALSO: Bob takes his copy of “Ocean’s 17” home where a few of his friends watch it and decide they either a) wanna go catch it at the theater; or b) go to the nearest store and purchase their own copy.
I served for more than a year as Director of Publicity & Marketing for a small, independent film distributor. (We released Barry Tubb’s “Grand Champion” and Tony and Ridley Scott’s “American Fighter Pilot” documentary, among others.) I’ve since gone freelance, currently working as the publicist for “Sugar Creek”, a noir western filmed here in Arkansas. Nearly all of our films were straight-to-DVD, though I did help launch Billy Bob Thornton’s “Chrsytal” locally (and set a record for an independent film release in Northwest Arkansas) and a film titled “Christmas in the Clouds”. I also maintain and edit a Web site dedicated primarily to local news. I’m currently in the middle of redesigning it, but if you feel like checking it out, visit thefiveforty.com.
I’ll also add–at the extreme risk of sounding like an ass-kisser–that you’re pretty much the sole reason I came back to the NBA. We don’t have a team here in Northwest Arkansas, so I adopted the Mavericks soon after you bought them. Please keep it up.
Best,
Greg Leding
Comment by Greg Leding -
There are a number of things which need to change. First and foremost open tools are needed to promote a more equal opportunity to produce and distribute movies. There are many aspiring filmmakers which may make movies better than the big studios. They may not be the same quality but its the content and story that counts.
That being said, the way a movie would be promoted in this world would be that it is given away. More and more artists must give first in order to get something back. A model where both the movie is released at the same time as in theatres could be valuable in this regard. This model requires, however, that the theatres add value to the experience by providing a social element in addition to the better facilities.
To find out more check out my project at http://www.openroadtrip.net and an independent movie, Cactuses (http://www.cactusesmovie.com). Thanks.
Comment by Scott Shawcroft -
Give an “extras-only” DVD to the people at the movie. They take it home and watch outtakes, deleted scences, etc. Keeps interest in the movie – can generate word of mouth. Evens the calculus between seeing the movie and getting the DVD.
Comment by Ed -
stop making movies that are crap
Comment by Johnny Cakes -
Heres my idea, why not create a site that shows previews from different movies your promoting, and then has a detail oriented quiz at the end over the previews shown. Offer a $5,000-$20,000 cash prize for the winner selected at random from the quizzes with 100% correct answers. Make it one try per email adress or something so once they take it you also have tons of email addys to market directly too with times the next quiz opportunity is available. The media will have a field day with this because “Mark Cuban is just giving away money for watching afew minutes worth of previews” so they will advertise the site for free and people will continually come to it on a monthly basis because its opportunity for free cash just for sitting through afew minutes of previews. This would potentially cause other companies wanting to advertise on your site which means less cost for you, an increase in prize money per month or quarter however you want to do it, and in turn increased traffic on the site. Maintence of the site would be easy and fairly inexpensive and even with giving away money your only spending less than $300,000 for giving away 20 thousand and you would affect much more people who would actually be paying attention to the marketing.
Comment by Michael Brady -
Heres my idea, why not create a site that shows previews from different movies your promoting, and then has a detail oriented quiz at the end over the previews shown. Offer a $5,000-$20,000 cash prize for the winner selected at random from the quizzes with 100% correct answers. Make it one try per email adress or something so once they take it you also have tons of email addys to market directly too with times the next quiz opportunity is available. The media will have a field day with this because “Mark Cuban is just giving away money for watching afew minutes worth of previews” so they will advertise the site for free and people will continually come to it on a monthly basis because its opportunity for free cash just for sitting through afew minutes of previews. This would potentially cause other companies wanting to advertise on your site which means less cost for you, an increase in prize money per month or quarter however you want to do it, and in turn increased traffic on the site. Maintence of the site would be easy and fairly inexpensive and even with giving away money your only spending less than $300,000 for giving away 20 thousand and you would affect much more people who would actually be paying attention to the marketing.
Comment by Michael Brady -
Perhaps the whole method of releasing films needs to be altered. Why do films have to be judged on their first week’s gross (which results in nationwide openings and heavy front end marketing), with the release done as an inverted pyramid–big at first and then less as the weeks go on? If the film is good (a big if), then start in a few theaters (or just one or two major markets like LA or NY) the first few weeks and then build the momentum. Small films like “My Big Fat Greek Wedding” followed this plan and the movie buzz markets itself at a much lower cost.
Comment by Brian -
Make a 15 to 25 minute short that introduces some of the characters and tells a previous or subsequent story. NOT A TRAILER! A real pilot that tells a story, has meat, and establishes a franchise or brand for the big movie coming later. Give the short away. Show it on TV. Post it to all the movie clip sites. Put it on iTunes for free with no DRM. Most important: “Leave them wanting more!”
Comment by Joe H -
Don’t make them leave their house.
I hate going to the movies because if I have to go to the bathroom, answer the phone, etc., I miss at least 5 minutes. At home, I can pause the TIVO.
Make movies available through the user’s television satellite system – like they do now for Pay Per View – and the cost is the same as it would be in the theater, or more, depending upon time of day, ask them how many viewers there are to calculate appropriate ticket price, etc.
If bandwidth is an issue, only show movies released in the past month, for example. I’d totally watch more new releases if I could do it from home (and pause the TIVO to grab a snack)
Eventually, I think it would be awesome if there were a satellite Blockbuster. I want to browse my DirecTV for any movie I want to see – anything – and be able to order it up right then and there and watch – and skip the store or theater. Which would require ridiculous bandwitdth, right? Got to be a way to do that.
Comment by JNS -
I think it’s a consumability issue, make the movie easier to chew. For example I would really like two see a 2h version of the LOTR trilogy, then maybe I could consumer it.
I think theater movies would beinifit greatly from subscriptions, sell people a 52 movie membership, they watch more, get a better deal, and in my experiance theaters are rarely at capacity (and if they are overcapacity/sellouts you’ve kind of spent too much or marketing, well only kind of) so this would get more people in seats and better fill theaters.
I donno maybe that’s all crap, just thinking out loud.
Steve
Comment by Steve -
Theaters have a bad habit of acting like stadiums — where people put up with a lot of teh suck because they love the team– us folk don’t have the same loyalty to movies.
So, what to do:
Buy a movie chain. OR set up conditions for people viewing your movie that will be substantially different from the current movie-viewing experience.
For example, let people know in advance that there will be xx number of previews and commercials and exactly how long they will last. Provide coloring books and crayons at family flicks. Train staff to be helpful — let them wear cool outfits and give them incentives to help out. In between shows they could roam the mall and handout advertising, for example
And if my idea isn’t good enough for a job offer — deep sigh of regret — you can hire me to go read through the thousands of comments you’re going to receive…
Comment by pat lewis -
Dear Mark Cuban,
I have a whole new way of making money for tv & movie studios. It actually changes the whole landscape of the business. I’m not blowing smoke up my butt either. I’m well qualified (MIT, Sloan, Northwestern Law) so please pay attention and read.
The way tv and movie studios now make money is by long term contracts. For TV studios they make money from advertisements locked in / bought during sweep weeks. They sit around with lawyers from both sides hacking out a deal. This is crap. What happens when a tv studio has a “promising hit new series” and racks up a fortune in advertisements and it flops? Someone is a sucker. On the flip side, what about a tv show like Lost or Survivor that came out of nowhere and took TV audience by storm. I’m sure the TV studios are annoyed that they sold their first season far short of what they could have got. A lot of money is also lost to the lawyers. $300 per hour to negotiate an advertisement contract. Doesnt this sound messed up? Now here is my great idea. I call it the global media exchange (GME).
Here is how it would work. Its sort of like the Hollywood Stock Exchange, except its with real money. TV studios would hedge their advertisment contracts by purchasing one side of a financial instrument. Advertisers would purchase the other side. The financial instrument would be pegged off nielson ratings or something of that sort. If the TV show is a flop, advertisers would make money off the derivative. If the TV show is an unexpected winner, the advertisers would be losers in the financial instrument and the TV studio would be the winner.
WHY WOULD EACH SIDE DO THIS –
The advertisers are still “winners” when they lose money on the financial instrument since sincethey got more viewers seeing their advertisements. If the show is a flop, the advertisers would win in the financial derivative. Thus getting their money back. Visa versa for the studios.
What this boil downs to is creating a market place and price for old school media / advertisements – both sides getting what they deserve with no surprises.
Speculators, gamblers, tv watchers, etc. could fill in the rest of the market to provide some liquidity. The movie studios and the advertisers would serve as market makers.
Online ads are rather market efficient (click rates). Why hasnt old school media change with the times? We have the infrastructure to do it. The CME makes crap loads a day trading different financial instruments. The GME can do the same trading different forms of media.
The concept can even work for movies.
Right now, movies are financed by “big money”. Millions are dumped into it. Studios hedge by having a diverse portfolio of movies in the pipeline. They dont make all comedies or all actions. They need to diversify to create a efficient portfolio. (You’re a smart guy Mark and I know you know all about finance 101) Why not lock in profits by hedging out? Buy the opposite side of the derivative. Show the movie to theatres. Have them buy the other side of it. Put the pressure onto them. If they want to make a lot, as part owners of the movies, they have a stake in the movies through the financial hedge. You want to create buzz. How about having all the Batman and Superman junkies buy a steak in the movie through the financial instrument. They’ll be sure to watch it 10-20 times and get their friends to watch it if they own a part of the movie through the financial instrument. If I watched a good movie, I’ll bid up the value of the movie. If I own it, I’ll be sure to make others go see it.
Farmers trade weather and rain on the exchanges. Why arent we trading media to hedge and lock in profits?
Hire me and we’ll make the GME happen. Once it gets going, its bank with the commission costs.
Comment by Hai Nhu Nguyen -
I think people want more for their money. In Japan they give out movie memorablila during the first week of the movie release. This can include movie posters or a mini-magazine containing behind the scenes footage and actor interviews. I know I still have my magazine from Indiana Jones and Footloose, which I received in the 80s. Its a great draw for movie buffs, children, and people interested in getting something back. I would defintately go more often to try to get these products… thinking that some day these may be worth money or that you can trade with others.
Comment by Christine -
Like many businesses movie theaters have their standard busy days, Friday Saturday Sunday, upon which the theater is full, and typical slow days, say, Monday and Tuesday. On these days they should offer incentives, movie goers should have the ability to suggest movie times that fit their schedule.
How:
Create a website with the theater where people can log on and suggest a time that they would like to see Movie “X” on any “Slow Day”. Ideally this would allow the movie theater the opportunity to accomodate for the prevailing majority who want to see Movie “X” at the most customer popular time. If users suggested times ranging from 6:15 to 9:30 a median time would be determined by the website or if there was enough interest there would be a early and a late. This might also allow them to decide whether or not to show some movies on slow days if nobody shows interest or move those less popular movies to smaller theaters when demand is low, and open more screens for popular movies. It would also be interesting to offer discounts on soda/popcorn and even tickets once ticket sales reach 1/2 sold or 3/4 sold, based on website based ticket sales.
Today so many businesses are about service and catering to the customer’s specifc needs and time contstraints. On a day when a theater might do very little business people might enjoy having the power to set the time of a showing, or at least feel like they have some control in effecting change.
Comment by Bill Carlson -
Let the theaters die. A few will remain as nostalgic relics. New types may emmerge as in some of the above suggestions, like night clubs, supper-theater, up-scale night out, posh and comfortable with imaginative extra services. But, the movie theater era is gone. Do not throw good money after bad trying to prop it up. Don’t make mass-market movies any more. Make only niche movies for online delivery. Allow the public to make and watch their movies using social networks to promote to prominence any the public likes. Put your movie industry investments into online massive multi-player gaming environments like SecondLife or World of WarCraft.
Comment by p0ps -
I’ll not read through the prior comments so this thought may have been mentioned.
Although a bit unconventional, and definitely not elegant, tap into the stickiness element of greed and compulsiveness. I suggest that you throw in a freebee, a big one, to your films. Each time you attend the theater, you have the chance to win a prize.
Add a LOTTERY element to your films. For each new film, randomly select a single MILLION DOLLAR winner, as in a LOTTO, from any worldwide theater attendees of your films. Attend the film several times increases your chance of winning the LOTTO. The LOTTO hook will increase theater attendance and keep them coming back for more.
Or use another angle and make the big monetary prize winnable after an extensive treasure hunt (make the treasure hunt activity theme related to the film). Periodically, put worldwide treasure hunt clues into successive film showings until “the treasure” in found. As was depicted in the film “IT’S A MAD, MAD, MAD, MAD, MAD WORLD”, it would be quite a story and self-advertising.
Omit all traditional advertizing expenses and let it self advertize, very cost effective. Many ways to do this. Also, if the “big prize” is exciting enough then people will come regardless of any film criticisms or critics, which negates the “film critic obstical/effect”…. there you go, thinking outside the box!!!
Comment by freeway2000.com -
I first have to look at what keeps me from going to the movies and branch out from there. There are some great movies that come out and the advertising is thrown into our faces everywhere we turn our heads. I believe the main cause of people not going to the theaters is due to the theaters themselves.
The theaters are over crowded with teenagers hanging out and its something I dont want to deal with when taking my wife. I am 30 yrs old (not too far from those teenage days), but it annoys me having to deal with TONS of kids hanging out at the theaters on the weekends. I could only imagine if I had small children with me. It would be a nightmare.
Also.. nothing ruins my movie watching experience more than someone talking during the show. How about someone kicking the back of your seat constantly? Yea it pisses me off to and from that point on I never care to go back to the theaters.
If there was a way to deal with those issues. Then im sure adults would get out more to see a movie. The teenage circus/youth gone wild atmosphere kills it for me.
Thats why most adults rather watch a movie in the privacy in their own home.
* Now, You could possibly solve this by giving 1 or 2 days of the week strictly adult themed movies. Now by adult I dont mean porn ;). I mean possibly all the Rated R movies on seperate nights than from the Rated G and PG13. This would seperate the crowd and bit and possibly let older adults and familys with young ones not feel so threatened with the crazy teeny bopper crowds.
my 2 cents… =)
Comment by t-mag -
I’ve thought about this for awhile, and I think I have come up with a good reason why movie attendance is declining.
As home theaters become closer to the experience in a movie theater, individuals will only be strongly driven to a theater to see Blockbusters. Watching Jurassic Park on a big screen is an experience. Watching Napolean Dynamite isn’t; I could just as easily watch it in my house and obtain the same benefit.
Unfortunately, the best way to make ROI in the movies is to create the Napolean Dynamites. Low budget, no special effects; the power is in the script.
So because you are not really looking to make expensive blockbuster films, the real issue at stake is how to you make the theater experience invariably better than home.
Here are some ideas, all involve the extension of the EXPERIENCE:
1) Because low-budget films often have fresh stars, it shouldn’t be very hard to get these stars to attend movie openings. You could send all the actors to the major cities, or you could make it known that they will show up at random theaters, creating an element of suspense.
2) All openings for childrens films should have live characters/cartoons in costumes after the film to entertain them. This makes it an experience.
3)Have the entire theater set up like a coffee shop. When the film is over, the audience can discuss the film, and buy expensive starbucks products, increasing revenue. This is particularly suited to the low budget/indyish films that spur conversation. Many people go to a coffeeshop after anyways; why lose that revenue?
4) Intertwine movie tickets with a myspace-like website. When i rent something on Netflix it shows up in my “movies watched list”. When I watch a movie, it should automatically show up on my myspace, and I should be able to write a review. Films with the most amount of recent reviews pop up on the main screen. Buzz could be generated very fast for lower budget films. Myspace has opened up the world to obscure, regional musical artists. It hasn’t yet for film. If all tickets purchased through this new social website are 1$ less than the theater, it shold not take very long to reach a critical mass.
Comment by RyanG -
Depends on the movie – there’s no catch all. For romantic comedies and blockbusters, do a tie-in with match.com. For teen targeted movies it would have to be myspace/text message oriented – possibly make the movie itself interactive w/cell phones…
Comment by christine -
I’ve enjoyed movies (even the bad ones) at the cinema and on TV all my life. Keeping in mind the expense of movie tickets, I tend to pass up quite a few blockbusters, waiting to rent them later – or if they turn out to be that bad – forget them entirely. I pass them up because it seems like I’ve seen the film before, in one form or another. Sigh, so jaded.
Are we talking marketing here or product? Both? You can’t revolutionize marketing without jump-starting the product and the medium. Years ago, Douglas Trumbull, the director of “Brainstorm” dreamt of releasing the film in 70 mm and projecting at more than 24 FPS, giving it a crisper, real look. That didn’t happen, for whatever reason.
I remember that all these years later, because that’s what excites my imagination – the spectacle, the latest visual sensation. In the 50’s they used technicolor, Cinerama, 3-D, stereo sound in the 60’s. Most movies produced look like they’ve been scraped out of the camera and hurled on screen. So 20th century. Make the new tech film vibrant, crisp and innovative. And digital.
Product. Cut costs on production at the outset. Industry heavies will defer salary if the product/production team are that good. Pay them in profits. A union, non-Canadian picture can be made for a reasonable amount in any state. Shoot digital – no more film, negatives, print costs.
Change production hierarchy. Fewer cooks. One Producer, one Director, one Line Producer will keep costs down and result in a fresher product, not muddled or over-cut.
Lower production costs can result in more films being made. More choices for the consumer.
Marketing? Everyone is tired and wary of marketing – viral or mainstream. Spend less, and spend it more effectively. If we see a preview for two months, we’re already feel we’ve seen the movie. I also think, “You guys need two more months to tweak this fiasco?”
Tighten up the release schedule (see below) to maximize ad dollars.
Motion Picture Delivery. Pump up the quality of theatre projection systems. No one will want to lay out money, but hey, do they want customers?
One or two weeks later, the film should be released via download. This may cut back on box office, but only slightly. It will generate profit in another market sector – and you have the buzz from the film fresh in people’s minds. The laziest among us will download. The collectors will buy the DVD – they want the case, the graphics, the commercial quality. This should be released 2-3 months after the film’s initial release. Buzz is dead after 9 months. I’ve forgotten even why I liked films I saw last winter – and I’m less likely to buy. And advertising for a DVD release – 9 months after the initial release? Oy, do the math.
This tightened schedule will please more people – the theatre-crats, the lazy, the technologically savvy. It may take a few people out of the theatres, but this would free up more seats for the potential increase in titles. Fewer multiplexes with 12 screens of Spiderman.
Mark, you’re a smart guy. People have written you with some good advice – you don’t need to hire anyone – we need some visionary with cojones to make entertainment…entertaining again.
Comment by Ben Martin -
I believe that one of the major flaws in movie marketing is the lack of Brand awareness. Films are released and advertised on an individually basis, this would be equivalent to the GAP advertising a blue sweater in a commercial that never mentions the GAP. You don’t see blue sweater commercials, you see GAP commercials, that may feature blue sweaters. Movie companies should follow the same philosophy. Instead of spending 40 million to advertise movie A and 40 million to advertise movie B, 2929 Entertainment could invest money on building 2929 Entertainment as an entertainment Brand. Then when advertising movie A, (there will always be some advertisement) the perspective audience will already have a positive impression of movie A do to its Branding as a 2929 Entertainment production.
A lot of the previous responses say “Why spend money to go to a theater when I can rent or own the movie later for less?” I respond with why do people spend $50 dollars for a blue sweater from the GAP when I can get one for $12 dollars from Wal-Mart. They do it because it is a GAP sweater. That should be the goal of the production company, to build that Brand loyalty and awareness so that when someone says why go see that movie when I can rent it in 6 months, you can respond because it is a 2929 Entertainment movie.
Comment by John -
The quality and quantity of movies have lowered and rose respectively. The last thing I want to see if another advertisement for the likes of crappy movies such as “Little Man,” “My Super Ex-Girlfriend” or “The Devil Wears Prada;” people actually spend money on this junk.
Also, please do not give me another “shoppers club card” to carry around in my wallet that I must present upon purchasing, I already have a Costanza wallet and don’t need anything else. If you want my information ask for it and guarantee me that you won’t spam with all sorts of crappy films.
You want to use marketing dollars, find a star worth marketing. There are no Bogart’s, Bergman, Brando’s, Grant, Stewart’s, Welles’, and certainly no Hitchcock’s or Coppola’s.
On top of that, why would I even want to go to a movie theatre filled with hooligans and cell phone users when 6 weeks after the movie is released, I can rent it or buy it. The time table for release of a movie on DVD has become too close to the theatre release date. Plus you are saturating the public with more than they can handle.
Comment by Slim Pickens -
Control what you can control and keep the main thing the main thing.
Best advice I can give you.
Comment by Josh -
I believe that one of the major flaws in movie marketing is the lack of Brand awareness. Films are released and advertised on an individually basis, this would be equivalent to the GAP advertising a blue sweater in a commercial that never mentions the GAP. You don’t see blue sweater commercials, you see GAP commercials, that may feature blue sweaters. Movie companies should follow the same philosophy. Instead of spending 40 million to advertise movie A and 40 million to advertise movie B, 2929 Entertainment could invest money on building 2929 Entertainment as an entertainment Brand. Then when advertising movie A, (there will always be some advertisement) the perspective audience will already have a positive impression of movie A do to its Branding as a 2929 Entertainment production.
A lot of the previous responses say “Why spend money to go to a theater when I can rent or own the movie later for less?” I respond with why do people spend $50 dollars for a blue sweater from the GAP when I can get one for $12 dollars from Wal-Mart. They do it because it is a GAP sweater. That should be the goal of the production company, to build that Brand loyalty and awareness so that when someone says why go see that movie when I can rent it in 6 months, you can respond because it is a 2929 Entertainment movie.
Comment by John -
You want to make the movie industry better? Make better movies.
Let’s pretend for a moment that the american public isn’t as dumb as the current major media distributors would suggest. Stop making movies that are just setting up a sequel or showing off the latest technology. Get back to good, honest storytelling. Give more support to independent film-makers. Let the people who really have something to say, who truly have an artistic vision, have an avenue through which to access the public. People who are reverent and relevent and can make a real connection with their audiences.
Take, for instance, Arin Crumley and Susan Buice, the creators of Four-Eyed Monsters (www.myspace.com/foureyedmonsters). With no major distribution they have amassed a loyal following of thousands across the country, using only home made podcasts and a myspace profile. Can you imagine what they could do with the help of a major distributor?
The American public doesn’t just want better; we DESERVE better from the entertainment industry. Show some integrity, and please stop treating us like mindless idiots. Put some real art out there, we can handle it. More than that, we NEED it. Don’t let us down.
Sincerely
Rose V. Blakelock
Comment by Rose Blakelock -
How about we start by producing movies with fresh ideas? The biggest problem (in my humble opinion) with movies is that they are largely remakes or sequels. Not very original huh?
Next movie studios need to entirely revamp their marketing strategy. By the time a movie comes out in this day and age we (especially us Americans) have seen like ten trailers for that movie, and heard the lead actor/actress on thousands of TV talk shows. The point of marketing a movie is not to saturate your audience, rather it is to generate interest. Adopt the Apple method. Give clues to the movie, not two minute long trailers. Generate buzz through MySpace, blogs, discussion boards, etc. Generally the way to go about marketing something is to generate just enough curiosity; the way movie studios do it now, people know too much about a movie that they aren’t going to go see one based on a hunch or buzz, they know (at least a lot of the time) whether they will like it before they even go into the theater.
Comment by Andrew -
Personally, I don’t understand why they decide how big a success a movie is based on the total gross for the weekend. (Hear me out on this one) For example, Pirates of the Caribbean set “All time” records for amounts of money it brought in. But the question is, how many tickets did they sell?? Movies from 10-20 years ago might have sold just as many tickets, but can’t match the cash amount because back then, a ticket to the movies was in the $5 range. So first and foremost, eliminate the $$$$ occasion to movies and base it on tickets sold.
And I agree with most of you, make better movies and people will come.
Comment by Jon -
Personally, I don’t understand why they decide how big a success a movie is based on the total gross for the weekend. (Hear me out on this one) For example, Pirates of the Caribbean set “All time” records for amounts of money it brought in. But the question is, how many tickets did they sell?? Movies from 10-20 years ago might have sold just as many tickets, but can’t match the cash amount because back then, a ticket to the movies was in the $5 range. So first and foremost, eliminate the $$$$ occasion to movies and base it on tickets sold.
And I agree with most of you, make better movies and people will come.
Comment by Jon -
three ideas…
one, release a movie in 6 sections, 20 minutes each. Each 20 minute section in it of itself is a short film, but part of the bigger story. Works real well with mystery, spy or horror movies. Charge $2-$3 per section, which is perfect for the consumer because they can go catch the mini movie, not spend a fortune, but if the customer base just goes and sees half the movies on average, the movie company nets more $$.
two – release a movie without an ending…and then release a one hour ending on dvd 6 months later. the six months inbetween will create its own buzz by having the public try to figure out what the ending is, and will rush to buy the dvd to find out what the ending is.
three – do a combo of the two above…short 20 minute sections, but leave out one critical section that only appears in the dvd 6 months later.
Comment by craig antonucci -
DON’T ASK US, ASK YOUR THEATERS!
Pick some theaters in key regions, provide them a promotion/advertising budget and allow them to manage their own business locally instead of corporately. Give them the freedom to make the most of it and be responsible if it flops. See what shakes out and what doesn’t.
Comment by kkwan -
Mark,
Why do I go to movies at the theater? I have a daughter in a wheelchair. One of the theater chains in our town gives her free admission and one companion free admission. So when she is home from college, she, her Mom, her brother and I all go to a lot of movies – 2 or 3 a week. We always buy lots of concessions plus the two extra tickets.
Does it really matter what the movie is? Yes, to a point. It doesn’t have to be a blockbuster but it can’t be high negatives. What we are after is the time out together experience. We have a giant flat screen and digital cable and surround sound at home – so it is less the film than the actual movie theater experience.
I run an online business and almost all of my customers come from folks that signed up for free services and then upgraded. They would never show up on my site if it didn’t offer a free, limited version of the service they want.
So why not get the mulitplex to set aside one or or two screens and let folks in for free – with good access to concessions for the theater owner.
Show more than previews – get them involed in the story. Then do the same with another film. Leave them hanging – avoid giving away all the good stuff the way too many TV ads for movies do.
Then if they want to go and pay to see the entire film, let them.
Timing of Film starts would matter. Would they have to watch the beginning again? Could a Screen be available for starting at just that point? Could the screen showing the lead in be where they could pay to stay and see the rest after an intermission to pay? I remember when intermissions were a time to buy more concessions and go to the bathroom?
Would I go more? Don’t know.
Would kids show up for a cheap date? Most likely.
Could I test this in Dallas at one multiplex and assume they results would translate? Yep.
Comment by Duke Williams -
In case you didn’t catch this article, there’s a lot of answers here.
http://www.nytimes.com/2006/07/22/nyregion/nyregionspecial2/23ctcol.html?_r=1&adxnnl=1&oref=slogin&adxnnlx=1153848135-3qigmhHBCW6L7fQzUQcU/A
Comment by John Dodds -
I don’t believe that there’s a single magic bullet for marketing new movies. Technology has scattered the mass market. It has allowed people to group together in smaller more specialized groups. I believe the key to reducing the marketing budget for a movie release is to employ the same technology’s that scattered the mass market. You need to increase the efficiency of each marketing dollar by targeting your market better. I believe that the biggest reason that so much money is spent on the marketing of these movies is that the industry is carpet bombing the largest audiences they can find. You need to build a data base of where people are (obscure cable shows, chat rooms, blogs, watching the Mavs game, MySpace, video games, park bench ads, billboards…etc.) and what demographics they fit into. You can then develop an application that will automate the process of finding your target demographic in both physical as well as cyber geography. After all, the electoral map shows us the large geographic differences in lifestyle and entertainment choice in this country alone. The Left Behind books didn’t do very well in San Francisco and New York but they did a pretty good business in the center of the country. I believe that the industry does this today but only with larger groups (big TV buys) and manually. You need to exponentially increase the depth and breadth of this idea. Automated, mass customization of target marketing will increase your hit rate which will decrease your cost of acquiring each customer. With the stuff that Google is doing in NYC, your automation can reach into the physical world too with print ad and eventually even smaller, cheaper targeted TV commercial buys.
This is an iterative process. Your efficiency should increase as the accuracy of the database you build is refined movie after movie (of course you can collect this data from all movies, not just your own). You can start by doing exit polling at movies and follow the leads from there. “Where do the people that like this kind of movie hang out?” is the first question that you need to answer. Brings to mind the scene in Gung Ho where Stevenson tells Kazihiro about how they play softball for beers and then afterwards they piss for distance. Kazihiro responds that they do too but “for us, it’s accuracy”. Let the jerk offs in Hollywood keep pissing for distance, you need to piss for accuracy Mark.
Comment by Tom Stewart -
show 30mins of extra footage ONLY at the cinema or whereever you get punters to pay full price for it, dont even include it in the dvd until about a year after the original release date.
Comment by Rachel -
All the marketing ideas in the world will not change a fundamentally broken marketplace.
So, let the market operate.
–> offer bidding opportunities to see your movies. The good movies will command a higher ticket price, the weaker moveies will sell out at a lower price point. But for the most part, you should get a higher viewer penetration. Its realy not that hard either conceprually or technically. Offer a “buy now” price as well as a marketplace price.
Comment by jonathan -
All the marketing ideas in the world will not change a fundamentally broken marketplace.
So, let the market operate.
–> offer bidding opportunities to see your movies. The good movies will command a higher ticket price, the weaker moveies will sell out at a lower price point. But for the most part, you should get a higher viewer penetration. Its realy not that hard either conceprually or technically. Offer a “buy now” price as well as a marketplace price.
Comment by jonathan -
I would consider Direct Sales. Create a Multi-Level Marketing plan that is very lucrative for the Independent Agents. Share the risk as well as the benefit. And let each of those Independent Agents use the tactics that work best for them to succeed in the sale of your movie tickets.
When you give direct sales people a viable opportunity to make a lot of money, they will live, breathe, and die by your product.
Independent Agents for Warner Independent Pictures or 2929 Entertainment would buy the tickets at a discounted price to sell to their friends, family and co-workers. They would earn commissions on the tickets that they buy, and commissions on the tickets that are sold by the people that they’ve recruited to sell under them. They could promote your movie simply by sharing the movie trailers that they are emailed when they sign up as an Independent Agent for a small fee. You could also have a website that previews all of your movie trailers, and where people could purchase tickets by putting in the code to their Independent Agent so the agent gets the credit.
When you sell your tickets in bulk to an Independent Agent, say 100 tickets at a time, you’ve got all your money upfront. Those agents WILL sell those tickets, if they don’t they are out their initial investment. Your not leaving it up to chance that someone may go to someone’s MySpace page and possibly view the movie trailer and then maybe click on the link to purchase a ticket. You have an individual with a vested interest, to ensure that the people they know are viewing the trailer, being told what a great movie it is, and actually asking the in person to buy a ticket.
You could have thousands of people in all corners of the world selling your movie tickets.
Multi-level Marketing would work great for what you are trying to accomplish. Not just get the word out about your movie inexpensively, but enthuiastically. Selling tickets not just talking about the movie.
Comment by Leigh-Ann -
Let’s just steal an idea from a lot of other successful industries…a membership.
(Monthly Service): I’m stealing this idea from everyone…from tanning salons, to movie rentals. If you can do something without pulling out cash each time, you notice the $ less. What if say Magnolia offered a monthly pass (like DART) in which you can see any number of movies. You can add levels of membership…like a lower level pass only allows viewing of movies older than 2 weeks, etc. And for premium level membership (that allow first run viewings), they still have to call in and reserve a spot for that movie…so you don’t overload a showing. Of course the trick to all this is ringing up the financial scheme to make sure you’re making money. But it’s the perfect solution for movie theaters. They are going to show the movie at every posted time regardless of the audience size. So if an average moviegoer sees 2 movies per month (at $8.50 x 2 = $17), charge $20 for a low level monthly movie pass (you could even allow a low level pass to see one first run a month). If they go see 5 movies, it doesn’t cost the theather anything, because they were going to show the movie anyways and rarely do movies sell out (unless they are in their first weekend). The theater doesn’t change anything it normally would do, but now it gets $20 per average moviegoer instead of $17. For someone who is willing to pay more (say $30) for a premium pass, they can see any move at anytime. They pay more because they are potentially taking a seat from sold out first run showings. The movie pass must of course be backed up with a photo ID to keep people from sharing their membership, but it cuts down on lines at the box office and it makes you think less about how much you’re spending on that movie (because it comes off your credit card once a month).
Comment by Jon -
Let’s just steal an idea from a lot of other successful industries…a membership.
(Monthly Service): I’m stealing this idea from everyone…from tanning salons, to movie rentals. If you can do something without pulling out cash each time, you notice the $ less. What if say Magnolia offered a monthly pass (like DART) in which you can see any number of movies. You can add levels of membership…like a lower level pass only allows viewing of movies older than 2 weeks, etc. And for premium level membership (that allow first run viewings), they still have to call in and reserve a spot for that movie…so you don’t overload a showing. Of course the trick to all this is ringing up the financial scheme to make sure you’re making money. But it’s the perfect solution for movie theaters. They are going to show the movie at every posted time regardless of the audience size. So if an average moviegoer sees 2 movies per month (at $8.50 x 2 = $17), charge $20 for a low level monthly movie pass (you could even allow a low level pass to see one first run a month). If they go see 5 movies, it doesn’t cost the theather anything, because they were going to show the movie anyways and rarely do movies sell out (unless they are in their first weekend). The theater doesn’t change anything it normally would do, but now it gets $20 per average moviegoer instead of $17. For someone who is willing to pay more (say $30) for a premium pass, they can see any move at anytime. They pay more because they are potentially taking a seat from sold out first run showings. The movie pass must of course be backed up with a photo ID to keep people from sharing their membership, but it cuts down on lines at the box office and it makes you think less about how much you’re spending on that movie (because it comes off your credit card once a month).
Comment by Jon -
One problem is getting movie information out to the people. Without a good preview distribution system, how do we know what is out there? I see the previews on TV but I tune them out. I see them on the web but I close them. Why? They don’t pertain to what I am doing at the time. I surf and get an annoying ad popping up to tell me there’s another Pirate movie out there. Big deal. I watch TV and a commercial for the same movie shows up while I am up doing something during the commercials. I missed the point.
How do we better get the point without being more obtrusive? One could be a quarterly DVD put in movie rental stores with previews of upcoming movies to watch. DVDs are cheap to produce and duplicate. Make them free based on rental rate. Rent one movie and it cost a dollar to buy the preview DVD. Rent 5 and it’s free. You could enhance it with web content so updated trailers and info would be available but only to those who have the preview DVD. Make the people who have the preview DVD feel special like they are “in the know”. Make the DVD sleeve have discounts for concessions and such. Make it look like a good deal to come to the movie.
Another idea would be to have a preview cable channel. By funnelling the cost of marketing for many movies into one location, you could make a preview channel with previews, making of documentaries, music videos, or whatever pertains to a new release. I found that the Tinseltowns and AMCs I visit have a preview program prior to the start of a movie with these characteristics. I like that. I like it better than a plain vanilla preview. SHOW me why I should go see your movie. Now I can sit in my own home, tune to a cable channel, and see previews of movies for the next couple of months. You could even give discounts to watchers. Give a code for a theater chain and those people would get $2.00 off a concession purchase or something like that. You’ve enticed me with the info on the channel, entice me with a small monetary incentive.
OK. Now I have more information on what I can go see. How do you keep me coming back? Many before me have stated that it should be a movie night experience. We spend about $40 for myself, my wife, and child to see a movie. Make a family night where the child gets a discount ticket price with the purchase of two adult tickets. Bring in something fun for the younger kids like a wandering princess or a clown. My daughter would LOVE that and it would bring us back as a family more often. Make a couples night for romantic comedies where you get something special. Action night for the guys where the more guys you get in your group, the better the discount. Nostalgia night where you show a popular old movie and a new movie for a special price(Clerks and Clerks 2 would have been brilliant marketed this way) and bring back the Double Feature.
Others have stated that better movies would help as well. Absolutely! Hollywood spends more money on bad ideas than anyone, bar none. Do we need 5 American Pie movies? Probably not. After 2 or 3 we start rehashing the same ideas and bad jokes without adding any value to the overall series. When I was younger, there were nowhere near as many movies during the summer. You’d get 2 or 3 blockbusters and and a dozen or so smaller films. What happened? Quantity does NOT make Quality. Scale back a bit and put better effort into the good ideas and leave the worse ideas to cable or network TV where it should be cheaper. What ideas are good? ASK US!! More panel and street interviews might help.
Well, there’s my 2 cents.
Comment by Jay -
I have a simple solution for your movie industry woes. Simply put movies that have been hyped over this world wide obsessed web. The greatest example I can think of right now is the film Four Eyed Monsters. Two filmakers, Arin and Susan, have created a gigantic following for their work by broadcasting episodes on iTunes’s podcast system and on MySpace displaying their whole process in making their film. The moment I saw their first podcast I was hooked. Now I am absolutely dying to see their film, as well as millions of others worldwide. I say if you put out movies that have build up sed following in this manner, you are guranteed to have packed audiences in your theaters. Not only are you getting true filmlovers and fans of the movie you would be showing, but you would also be spending almost zero money on advertising on your customers and clients. So all I ask is this: take a look at the Four Eyed Monsters website (http://foureyedmonsters.com/index.php/category/videos). Please, give this strategy a try by perhaps screening their film in your theaters. I know my friends and I would all be there!
Comment by Laura -
I’m with all the folks who have mentioned Four Eyed Monsters. They’ve been brilliant with the marketing of their film. It’s all very accessible but at the same time utlizing new technology. They’ve created a whole underground following through their podcast, in fact I found out about their video podcast through a friends rock podcast, and there are thousands of people just waiting to see their film. I for one would love to see the film in the Landmark Theater on Main St in Royal Oak, MI, and I’d pay about what you’re talking to see it.. I know many other people would, as well.
Comment by Becki -
GIVE PEOPLE REAL LIVE 3D STUFF instead of spending the money on ADVERTISERS!!!!!! Hell I would go myself for the right stuff!!!!!!!
For example:
1. Lottery. Give away one car (or other tie-in big-ticket item) per theater, every theater, opening weekend. Of course this assumes a big-budget release.
2. Give away tickets. Online ticket orders, every third (or fourth or fifth) ticket is free randomly, opening weekend.
3. Give away food. Free $5 or $10 per ticket of whatever you want from the concessions stand, opening weekend.
Or do you want asophisticated plan that will tickle your intermediaries who do not want to get completely cut out with direct swag to consumers? How about this (it has it all: visual advertising space, internet hip application, MySpace type community-building appeal, AND give-aways!): Build an internet site where the movie lives. Give away a certain number of GOOD cameras that are of course computer ready at the openings across the country. Include in their give-away baggie the url for the site. Tell the winners that all they need to do is take pictures of themselves with their friends at the opening night, and send them in to the site with only the date and the name of the city. Bwalla. Community, advertising and give-away all in one. Guess what? They are doing this in Europe with enormous success, but they do it as just a social site, with a magazine or something as the sponsor that gives away the cameras. Check it out. This idea is truly a winner.
Good luck.
Comment by lori todd -
I can’t remember the last time I went out to see a movie. Why not? Let’s see:
I’m not interested in fantasy movies based on comic books and superheroes.
Star Wars was great 30 years ago. It was stupid even then, but it was the right time.
I don’t care about special effects. Give me a compelling story, Hollywood. (Forrest Gump is the best special effects movie ever made because you don’t even notice the effects and they actually have a purpose.)
What I think it really comes down to is that most regular, everyday people (including myself) don’t get paid enough to stay alive. How can you expect them to go out to the movies when they can’t even pay their rent, when they can’t afford to see a doctor?
Your market can’t afford you.
I’m going to think about this for a while, and I’ll probably come up with a brilliant idea. I may choose to share my idea with you whenever it comes to me, but I probably won’t unless you have something real to offer me first. Or I might just post it on my own blog without ever telling you about it. How’s that for a counter-incentive?
This post was brilliant, Mark. It shows that you obviously recognize the common person’s potential to come up with a multi-million-dollar idea. But I don’t know if your incentive is strong enough. I mean, I’ve never had a job that paid me even half of what I’m worth, so why should I expect anything more from you? For all I know, you might be a really fair and honest guy. But I don’t trust anyone in your position anymore, thanks to Sonic Automotive, Donatos Pizza, and every other employer that has failed to recognize how valuable I was to their operation.
I’ll give you something real good when I know I’ll receive something of equal value in return.
Ryan M. Powell
http://www.aimlessmovie.com
http://www.blog.aimlessmovie.com
Comment by Ryan M. Powell -
If you think like I do, that there is an objective definition of art, then you will have no problem seeing why people aren’t coming to movies.
Art is a reproduction of the way things could and should be. Movies today are not uplifting. They do not provide heroic characters that people want to see and be like. Characters who when they are in a problem they would say what would John have done in this situation.
I could expand alot more on this, but the point I am trying to make is that nothing you can do will make people pay for a movie that is not valuable to them.
That being said I have alot ideas on how to make a great movie. I am not just talking about plot or a cool story line I mean how to make a movie be inspiring and objectively entertaining. I just haven’t followed up with any of it because I have been too busy with my business which is going really well.
Comment by Josh -
In reality, the challenge is getting people to buy tickets for opening weekend, because you don’t really care if they show up. Why not sell a subscription to a movie theater(s)?
Let people pay a flat recurring fee for X number of seats to Y number of movies during a certain time period. Subscribers have more motivation to show-up because they want to get their money’s worth.
The idea leverages the investment you’ve made in specialized theaters, because you can set different subscription fees depending on the theater chosen. Additionally, some subscribers may be more apt to purchase concessions or other add-ons at the theater because they won’t have had to shell out money for the tickets at the same time, so being “ripped-off” won’t be in the foreground of their minds. Further, since word of mouth seems to be so important, you can offer discounted subscriptions to those people that are valuable for spreading the word.
To more specifically address the issues concerning opening weekends, subscriptions offer some added avenues of promotion. First, you can sell a type of subscription geared towards opening weekends. It could allow the subscriber to attend only opening weekends. The opening weekends subscription could be discounted in price from a normal subscription or it could offer special add-ons for opening weekend shows (e.g. – discounted concessions, meeting with cast/crew, memorabilia, pre-screenings, etc.).
Subscriptions would bring their own sets of costs like deterring re-selling, but overall they would provide the motivation to show-up. Further, if people don’t show-up you’ve already got the revenue that you can assign to the opening weekend if you so desire. As far as assigning it accurately, that’s just a matter of being detailed in how subscriptions are set-up.
Comment by Jonathan Hearn -
I don’t know if there will be a way to reduce marketing cost and increase “butts in seats.”
With our proliferation of media outlets today there is no way to reach the majority of people in one fell swoop.
One thing I’ve noticed is that movie trailers on the whole are not good. They are not creating a “man I gotta see this movie” reaction in audiences. Another marketing mistake – on many film websites you can read a synopsis of the entire film….if I read that why go see it. Often these synposis give away the entire plot. These trailers and websites need to generate mystery, a real feeling of “I am going to be missing something big if I don’t see this movie.” Many of the ideas submitted are going to be cost prohibitive to the theatre chain which most likely means they won’t happen or will require the film industry to make major changes in the way they operate which certainly won’t happen overnight. While working on the possibility of these ideas that will take time and industry change try putting a fresh face on the methods you already have. Instead of using the same old tried and true methods bring in people from outside the industry to shake up the marketing system. Quit relying on old formulas that were successful in the past – they aren’t working as well now.
Comment by Cheryl -
The winning solution was submitted to the big guy.
From the fields of battle.
I’ll take the win.
It is a complicated truth of a solution.
Game
Set
Match
No Brag
Just Fact
Walter Brennan
Comment by Brian Theriot -
Make it lottery based! Each ticket sold enhances a chance of winning a (small) lottery jackpot. Ching, Ching$$
Comment by Martha Edgerton -
Make it lottery based. Each ticket sold enhances a chance of winning a (small) lottery jackpot. Ching, Ching$$
Comment by Martha Edgerton -
Make the movie going experience just that an experience. It is so generic these days. Granted, the theaters have a lot to do with this but aside from that, the studios should do their best to make the entire process an experience. There should be special merchandise tied to the film that I can only buy if I go the movie such as a book (special edition in some way vs. the mass market edition) of the movie if it exists, movie programs, DVD’s of related content, etc. Also give out a gimmick or two with admission or charge a premium ticket that includes some sort of hook, some sort of gimmick. I think the studios also have to invest more in this experience at the theaters besides fancy lobby posters. People love when they feel like they are a part of something.
Comment by Charles -
Back when I was in college at UCSC, people would rent a lecture hall and charge $2 to see a Marx Brothers double feature that cost them $15 to rent.
A few of us decided that it was a rip-off, so we started the Thursday Night Movies; people who were in our college got in for 25c and everyone else had to pay 50c — for the same Marx Brothers double feature. We had some films that had just finished their first run six months earlier, and packed them in.
So if you’re an exec, then here’s the way to make money:
1. As noted above, make good movies. There are thousands of good actors out there, most of whom never get a chance… You don’t need a well-known cast to make, say, The Big Chill — you just need people who make the characters believable.
2. The money is in reruns. You don’t need a film that everyone is going to see once — you need one they want to watch again and again. So you don’t need to spend a fortune on gimmicks. Pirates of the Caribbean is nice, but I’m not going to see it in the theater again, and I’m not likely to buy or rent it either. But something like Remember The Titans… good story, good actors, good director. I’ll watch it on TNT, even though I have it on DVD as well.
3. To hell with big ad campaigns. The Mavs and the Kings draw because they have a great product — not because they have the hype and glitz of the Lakers. People like Billy Crystal; they could care less about Dyan Cannon. Speaking of which, remember the talk show hosts. They’d love to have you on talking about your next movie.
4. Volume. Get a list of theaters, and RENT THE BUILDING for a couple of weeks, and forget the normal distribution channels. A guarantee from you is a hell of a lot better for the theater owners than risking the chance that Paramount’s next big huge offering is going to play to five people. Their margins for the first few days are solely on how much popcorn they sell; if you make it attractive enough, they’ll do your promotion for you.
5. Ignore critics — just make sure they say SOMETHING. You had Donn Nelson as a coach, and just like he did at Golden State, his teams were entertaining, but didn’t win. So what? He put butts in the seats, which is all you want to do. If you want to win at Sundance, fine… but have you seen Quinceañera yet?
That ought to keep you busy if Dan Rather isn’t… *grin*
Comment by Eric -
Mark,
As you commented in your reply to this post, a lot of people are avoiding the theater due to their perception of the Theater Experience. Ie. Long lines, Noisy kids, Cell phones, etc.
You also have indicated that your theaters are attempting to change the one size fits all approach. An idea in that direction is to create a portion of the Theater where rather than large cineplex style rooms, you offer 120 inch Home Theater style screens, with maybe 8-12 seats per room. These rooms show the movies on a schedule based on room reservations rather than set times. The patrons pay an increased fee for private viewing of “In Theaters” movies with their friends, family etc. This allows people to avoid other people’s noisy kids, or see a film with their own noisy kids without having to be concerned about interrupting someone else’s enjoyment.
I am not certain on if a theater has to pay the studio per screen, etc so that could put a damper on this approach. Also if the theater still used film rather than digital projection it wouldnt work.
This might have been said before, or very likely could already be part of your plans, I have not read all 1000+ replies.
Comment by Stephen Goldberg -
The simplest way to reach your goal? Stop making the crap that we see. Its all the same repackaged recycled crap. So few movies are worth the ticket price to see.
The other thing is ad’s. We go to the movies and what do we see before the movie ever starts? Ad’s. When did we start paying to watch Ad’s before the f’n movie starts?
I guess what I am saying is this.
1. Make movies that don’t suck.
2. Make us want to come to the movies again.
Comment by Lance -
Mark here is something that might work. Promotional thanks. Get students or local residents to promote the next movie you have coming out. In return they get their pictures or names appear at the end of the movie. The promotional thanks could also vary depending on what region, state or county you reside in. Everybody wants to see their names or picture on the big screen. Best of all the cost to do this is minimal.
Comment by Joseph Keshi -
The Movie Business Challenge.
The movie theater in my town closed recently, leading to lots of ideas on my part on how to open a successful theater in a small town. So, here are the brainstorms I feel are unique:
1. Make the movie tickets like lottery tickets. One person who goes to the specific movie at your theater wins the DVD or a free ticket. I know contests make me more willing to buy something.
2. Play old favorites during the week. Have a voting box/machine where you can vote on the weekday matinee while you walk the mall. Who wouldn’t love to see Rocky Horror or the classic Star Wars in theater again?
3. Day care center for while you are in the movie. Have to show your ticket and someone watches the kids while the parents have a date.
4. Have more than popcorn at the concession stand. Even a few Hot Pockets could make it ‘dinner and a movie’ without too much more cleanup.
Comment by Jennifer Leary -
This doesn’t address the question directly but I’ve always wanted the chance to invest in a movie or product upfront. Basically an online marketplace to invest in green lighted productions. The investment wouldn’t be significant or assign any rights but if the film is a success then the investor gets a payout. Some information is provided to potential investors upfront (script, actors, director, etc) however it may not be necessary to have all. If the investment was tradable people could get in early and take a larger risk before finding out who is starring or directing. The idea isn’t for the investor to make money but rather prove that you have an eye for a hit. The first movie you ran this for would probably create enough publicity to pay for the setup costs. The long term hope is that “investors” would work to publicize and support the film in order to prove themselves correct. I don’t think this is the “killer” change that will pull an extra 5 million people however I think it is unlikely that any single action will cause this result. Rather a series of good moves (and movies) would do it.
Comment by Will -
Mark,
You should consider using opt-in permission-based voice messaging – have the star of your new movie actually call and deliver a personalized message to potential viewers.
Viewers opt-in for a call from say Matt Damon. Matt calls them and tells about the movie, using dynamic message building technology — why he made it, what he likes about it, etc, etc. You use the inspiring power of the actor’s voice to talk directly to the audience 1-on-1.
Permission-based voice messaging is so much more personal than email marketing and much, much cheaper than direct mail or a huge ad budget.
The Mavericks should use the same technology for the players to call the fans and deliver timely, tailored permission-based voice messages. Voice is a VERY powerful medium.
Comment by Bob Compton -
I sent you a email, check it out. I didn’t know how to report it so I went to Contact Mark Cuban and I send it from there.
Here is something aditional:
Also, how about revolutionizing the movie theater by taking out some seats and offer full dining? A restaurant (alcohol, good food) with a nice big screen that shows brand new movies. It’s a new kind of multiplex envioronment that will combine dinner and a movie into one venue.
Comment by Sylvester S -
Nothing can stir the public like a stunt. There’s a reason why 20,000 people pay to watch the Mavs, and none pay to watch people play video games. Action. Plenty of people will see a movie if they like the trailer, but if they feel like they are part of an event, more will show up. Tell people that throughout the country, the stars of the movie will be showing up to view it with them at various times. Then, send the stars to different theaters around the country for the first week, and plant them in the audience.
Also, instead of just putting the trailer online, maybe put the first 15 minutes of the film online so that people can see that it’s great and want to rush out and see the rest of the movie. People will be like, “Man I need to see how this plays out.” Plus I think a lot of hard-working people would enjoy the feeling of wanting to see a movie they know is quality, as opposed to getting railroaded by a misleading trailer.
Comment by Mike C -
Nothing can stir the public like a stunt. There’s a reason why 20,000 people pay to watch the Mavs, and none pay to watch people play video games. Action. Plenty of people will see a movie if they like the trailer, but if they feel like they are part of an event, more will show up. Tell people that throughout the country, the stars of the movie will be showing up to view it with them at various times. Then, send the stars to different theaters around the country for the first week, and plant them in the audience.
Also, instead of just putting the trailer online, maybe put the first 15 minutes of the film online so that people can see that it’s great and want to rush out and see the rest of the movie. People will be like, “Man I need to see how this plays out.” Plus I think a lot of hard-working people would enjoy the feeling of wanting to see a movie they know is quality, as opposed to getting railroaded by a misleading trailer.
Comment by Mike C -
Mark here is what you do:
You plan for the next big blockbuster and get your fixed or 90/10 rate in place. Then you lower your ticket prices for those that park in a special area of your parking lot. For parking in this area, you add a service charge. Even with this service charge your ticket prices are still cheaper than average cost. With this service charge the distributor is not allowed to touch this fee as it is not associated to ticket price and addmission. Then anyone who presents a special ticket stub at concessions receives a discounted rate on concessions. End result: You make 3 dollars a head on admissions, $2 service fee and 10% of ticket price. Distributor now gets 90% of a $4 ticket. Your per cap cost just skyrocketed. In addition to that you use some of the money from service fees and purchase a prize for giveaway. You know give patrons one entry to the drawing for every dollar spent at concessions. You do this chain wide and you should not only increase customer spend but also create alot of buzz in the industry for Landmark and your 56 sites. You already have pull with the distributors anyway with your size, now its time to give your patrons abit of a discount and still increase your per cap.
Comment by steve Bell -
Most existing marketing plans target only a portion of the potential audience, and many require or encourage proactive work on the ‘users’ behalf long before they ever go to the movie. This includes visiting website, blogs, emailing, chat rooms, etc
We need to target the demographic whose only information about an upcoming movie comes from the trailers on TV or the movie critic in the local newspaper. The problem with most movie critics is that they seem to be intent on rating a movie based on its potential to win academy awards, and not on its overall entertainment value. An interesting stat is to compare the list of top grossing movies to the list of best picture winners and notice how few are on both lists.
The answer is a free movie magazine that can be place at supermarkets and gas stations (next to the real estate magazines), mailed to every office with a waiting room and a captive audience, (doctors, dentists, mechanics, etc.) and the list of possibilities is endless.
There is obviously a cost to this, but since the goal is not to create a direct revenue stream, the amount of advertising dollars or studio funding needed to make this cost effective appears to be relatively low. That is, however, an assumption at this point.
The key is to give enough information about upcoming movies that can be trusted so as to reduce the risk factor in attending a movie. The question everyone answers (albeit subconsciously) is this: Will I enjoy this movie enough to cover the costs? (Costs in this case include real financial costs as well as indirect costs such as time spent, etc.)
The less information you have about a movie, the greater your risk for disappointment. For people with time and the desire to surf a little, there is plenty of information to be had on the web. There are millions of people without that time or willingness that need to know if a movie will be worth their investment, and this will help to convince them.
Comment by Tony -
This has probably already been said, but i’ll take a crack at it.
You’re asking the wrong question.
The question is not, “How do we get people to go to the movies?” The question is, “How do we get people to go to the theater?”
The folks love movies and they love big screens and great sound. They also love watching movies with great sound on a big screen with other people. The theater has all of this.
Also, i would challenge the idea that the folks aren’t going to the movies because of the expense. Heck, after spending thousands on video and sound at home, only to wait months for a new flick to come out… well, i’d rather go to the movies. The problem with movies at the theater is the theater itself. The experience is caustic. It’s inconvienent. It’s an obvious rip off (popcorn for $5?). It’s not the fact that popcorn costs $5, it’s the fact that it’s an obvious ripoff… and the experience doesn’t pay for it.
I’d settle for a lesser experience with less corrosion, which i can get at home.
Here’s an idea for you, Mark. Give one of your theaters away for one month. You’re super-smart so you can think of somebody to give it to. Whoever you give it to, let them use it any way they want, and see if they drive revenue up.
If you can’t think of somebody, give it away in a contest for the best idea. Oh, and whoever you give it to, let them have the money they make off of the experience they create.
Comment by Curtis Gray -
I am not completely sure how it would work, but I think that “interactive” movies would be a cool concept. I like the idea of the different movie theatres for the different demographics. I think what keeps people coming back or repeat business is giving them something they do not normally expect…thus increasing their value for their time and money. A really easy one would be peanut vendors and what not roaming the isles during a sports movie. Make a movie a full entertainment night. Like NBA games, you do not just go for the basketball itself, you go for a whole night of entertainment. A few other modifications for movie theatres would be things like a restroom in each theatre with one sided mirrors so you can use the restroom while still watching the movie? Just some thoughts…
Comment by Chris -
I know I’m a little late to the game but I do have a radical idea that will get people into theaters. Hopefully this hasn’t been mentioned yet.
Give each ticket buyer a DVD containing cut scenes, a trailer, maybe even a making of documentary. You could provide special features that will not be made available on the DVD release, they will only be avaialable by going to the theater.
Basically, you are not only eliminating the reason some people wait for the DVD before seeing a movie but you are also, similar to how music CDs now come with videos, giving a reason for people to go see the movie instead of downloading it or waiting for the DVD.
Comment by David -
okay…I didn’t read through the 1000s of previous comments…didn’t have to. Right now there are thousands of people who are trying to get go to work for Mark Cuban!! Not get a free million bucks …just trying to secure the right to punch the big Mark Cuban time clock.
This tells me that there are at least a thousand people who would be happy to invest along with Mark in their own theater. I’m talking about a community theater model. Have multiple levels of membership a la Bass Hall. So “Gold Members” get first night privileges, free valet, etc.
Best of all…give your subscribers dividends. Now you’ve given them a vested interest in shilling your flick to the average joe. You don’t have to create a MySpace…you’ve got 1,000 subscribers creating 1000 myspace pages. This is multiplied by 100 theaters across the country.
Come on Mark…save me from the next 3 years of law school…hire me now…dean
Comment by dean -
How can you get someone like me to go to the movies?
First I’d like to book my favorite seating place in the theater; why not offer a discount for booking a set seat for a set period like a time share.
Second: show double features(like the old days, I’m dating myself)
Third: Section off parts of the theater for those who have children, special needs etc.
Fourth: give me some space between those seats(for me to put my personal belongings on:scarves, umbrellas, coat etc)
Fifth: stop showing those darn previews and start the movies on time. Or at least build in my personal little screen where I can see the movie like it is on the airplane, or I can have choice for what movie I want to see.
Sixth: since I already have cable at home; give me a reduction if I show up at the movie on the weekend. (a reduction in my cable bill)
Seventh: stop those darn matinees at 10:30 am(who gets up that early to go eat popcorn..that sucks..give me a matinee to any movie before 4:00pm)
Usually on movie day, I don’t feel like cooking so make that movie day pay off by the theater working out special arrangements with the diners.(perhaps a deep discount for dinner if you attend the movie theater that day)
Of course, keep serving unlimited popcorn.
Comment by sandra -
Hi Mark,
I have a crazy solution to your movie marketing problems that will definitely get your seats full in the first few weeks of the movie.
You see, no matter what the movie is, people want to win.
That’s what our society has turned into.
I think you should turn every movie you’re involved with to a big game with a huge payout.
Instead of putting millions into marketing, give it to that one person who answers a few questions about the movie during the first week.
Make a million dollars.
The great “million dollar movie give away”
Hey, you don’t have to watch the movie to win, but it would be crazy not too.
Have them log onto a website during the first week to answer questions and the person that first person to get all the answers right, wins.
Now, the key is to make it challenging.
You give away a million through a contest.
It spreads virally, and you’ll sell more movie tickets than ever, despite the quality of the movie.
Why not do it Mark, you are already spending this type of money in the movie business.
Good Success!
Vondre’
P.S. I saw you in Charlotte a while back at a game in Charlotte. I tried to speak, but I think you were screaming to hard for the Mavs!
P.S.S. You can give me a call at 803-361-5035 with more information on my new position.
Comment by Vondre' Whaley -
Someone may have said this, but how about using the GPS devices like tom-tom or cell phones to link to information. I envision that I’m driving around, and get a ping that I’m close to a theater and in 30 minutes a movie matching my profile (recognized from previous inquiries maybe)is going to start. It could give me directions, even save me seats.
I like the idea of those theaters that have movie with dinner also. And I really loved the drive-ins, but I guess with people’s paranoia that is out.
Thanks. You’re so cool. 🙂
Comment by Leigh Bedrich -
How to market movies in a completely different way? Take a lesson from Jessica Stover. She is using the Eventful site to promote her screenplay by her fans “demanding” a screening of her movie in their hometowns. This grass-roots effort through Eventful is a world-wide campaign by bloggers and readers to indicate a level of interest in her screenplay sufficient to garner the attention of the large studios. I do not believe blogs or the Internet have been used in this way before – to demand that a movie be made without any book, comic, or other property already in existence. It is certainly the first use of Eventful for something like this effort.
More information is here:
http://www.jessicastover.com/entry.php?id=550
Comment by Curtis Sawyer -
I apologize both for the lateness of this entry and the possibility that it’s redundant. A new but not so innovative idea for promoting movies might be to release the EPK you give the media to the general public. After NBC released the pilots for a couple of their new shows to the general public through Netflicks, I thought maybe this could work. Unlike a TV show, however, releasing the whole movie wouldn’t work because there’s no second episode or sequal the next week. But perhaps releasing the EPK through Netflicks could get people who have either a huge interest or maybe a passing curiosity with your film’s subject to get excited and tell their friends about it, increasing word of mouth promotion. The backlashes are if your film is bad and the EPK shows that, and maybe the media journalists won’t like it because they no longer have an exclusive first look at the film and won’t feel like the cool kids anymore.
Comment by Bob Oei -
Two concepts:
1) Buy some established television shows, something big. Sopranos, whatever kids are watching, etc. Revive an old favorite that is off the air, whatever, any show that has a built in following in the demographic of interest. Now, only offer those shows in front of whatever movies you have opening that week. Divide it up if you want, certain shows would attract certain audience, match it up to the target demographic of the movie. Sounds familiar, right? Just the revival of the serials that used to be shown in front of movies in the old days. Couple this with a strong branding of the films, something like the official title of the movie is “So and so presents: [title of movie]” so people going to the movies know which ones will include the continuing story of whatever show they like.
2) Keep product quality high, and include name of distributor in title, as above (so and so presents: ) If company x consistently put out quality, people will be waiting for the company x movie, and not be so concerned with the stars, the topic, etc, then a consistent low level of generic advertising that does not have to be so customized each weekend can do the trick. This takes discipline, normally you know when the movie is not so good, but you put it out because it might at least make some money. That movie would have to be canned. Maybe have a secondary “B movie” brand for those inevitable stinkers? This notion struck me after thinking about how I buy music nowadays. Radio? Awful. But once you go outside of radio, how do you get to hear new music? It is a flat pyramid, you have easy to get to stuff (radio), then the next level down is everything in the world on the internet. A mess that defies categorization and considered consumption. I have learned that there are a few labels out there (Rounder, Lost Highway, Bloodshot Records, etc.) that consistently put out great music, they just get it (or at least me). So, I do not necessarily wait for the next Bottle Rockets record, I look for the latest releases of Bloodshot records and just pick a few, knowing that they will be good.
Comment by Scott -
The Movie Challenge
The way to reduce the amount of money that is spent on promoting new movie releases is to develop ONE common website/portal where everyone will go for information on any movie that is coming out. This needs to be a MySpace-popular website with millions of visitors everyday. The website needs to be thought of as a community, similar to MySpace. Maybe call it “MyMovies.com”
So how do you get the people to your website? Offer Cash $$$. Every day give away $5k to $10k to certain random visitors. Giving away a few million $$ a year in order to promote all movies increases your economies of scale. This will have to be done when the website is first brought on line, so most of the $$ giveaways will be done early.
Will also need to advertise in other mediums, such as radio and local TV spots promoting the website in it’s first few months until word-of-mouth takes off.
What will be on the website:
Tickets – Users will be able to pay for and print their movie tickets on line. Not only that, during the movie’s run, there will be daily drawings for cash prizes for anyone who purchased a ticket via the website.
Local Reviewers – In each major movie market, you will hire 10 – 20 people (Should not cost much) who get to go to private sneak previews of the films. They will then create movie reviews – both video and print. Anyone who goes to the website will be able to watch a video of the movie reviewers, discussing their thoughts about the film. A variety of people would be used, who all like various genres of movies. We won’t have a Sci-Fi geek reviewing a chick-flick
National Reviewers – The website will hire several national movie reviewers to have in-depth interviews with the stars of the films, which will all be recorded and the videos posted on the website to watch
Movie Trailers – Trailers for all of the movies will be available, as well as behind-the-scenes video’s, interviews with the stars, etc. This would have to be content only available on the website.
Discounts – Working with the major movie chains, people will be able to obtain discounts on food and beverage. Maybe even offer discounts to local restaurants in each city.
DVD Priority – Anyone who purchases a ticket through the website will have priority access to the DVD when it comes out, at a discounted price. Maybe even only offer special DVD’s with extra features to those people who purchased a ticket to the movie through the website.
Download Priority – Similar to the above, all users to download the films after they come out on DVD. This would only be available on the website
Music Downloads – Users would also be able to download the music from each film
Music Videos – Provide music videos of songs from the movies, or possibly have a band that did a lot of the must for a film have a live concert on-line only.
Attend Premieres -Have other promotions where certain lucky website users will get to fly to and attend the premiere with the films stars. Could also send them to Emmy awards.
On-Line Chat – Prior to a movie release, have a live on-line chat with one or more stars from the film, where everyone gets to post questions for them to answer. Even do it as a video-link
Blogs – Provide Film blogs, for everyone to discuss the films
Sponsorships – When website activity gets large enough, sell “sponsorships” to corporations to sponsor the movie trailers for certain films, to help bring in some extra income to offset expenses of the site.
Community Events – Coordinate/Organize community screenings for the website users. In each town or city, organize “watching parties” where some opening night screenings are reserved for users of the website. Possibly work with local radio stations.
Rewards for most local sales – Whichever market has the highest amount of on-line sales, throw a party in that city where one of the stars from the film flies in and attends a party with a few hundred of the people who purchased tickets on line (There would be a drawing to select who gets to attend the party)
Direct Marketing – Every person who purchases tickets through the website will create a profile. We can then direct marketing activities to each person based on their profile (ie. If they are science fiction buffs, then send them emails with special promotions when a science fiction movie comes out)
Script Sales – Allow users to purchase the actual movie script after a film has been released
Comment by Mike Wood -
One more idea…
When people leave the theater after watching your current movie, give out DVDs and other promotional material of your upcoming movies. I see this type of thing at Angelika but the area (table) is cluttered with theater promotions and community event stuff. Maybe theaters could dedicate space for the upcoming release information. It could even be sold like grocery stores and their shelf space positioning. I just needs to be something more than TVs in the concessions area playing previews – though I do like what you do at Magnolia. It’s good to watch when you’re waiting to go into the theater or waiting on your girlfriend – I mean fiancee (I keep doing that) – to get out of the restroom… It needs to be something I can stick in my pocket, take home with me, and motivate me to visit the promo website… Basically begin to get me to take the next step towards the ultimate goal of going to the theater to watch. Or its a DVD with clips from the making of the movie (kinda like the King Kong pre-movie DVD). You could even repurpose the same material that you post to the website, run on HDNet specials, and give to TV shows like Extra.
Comment by Matt Griffin -
The way to make the Movie industry more efficient and profitable is to start from the beginning, at the pre prodution stage. My partner and I have a website which will be up soon that will revolutionize the movie industry. If given the proper credentials our site can strengthen the interest in the movie industry. That is where you come in. While our site has many more dynamics that this one feature, I believe the information we can provide you will no doubt increase profitability substantially. We are not looking for investors, we are looking to sell information which we will be gathering. This information will be able to predict how a movie will preform in the box office from the preproduction stages. The site will let people have a say in which movies are made and thus stimulate their interest in the final product. I cannot divulge anymore information that that due to the fact that our site is still under construction. We are based out of Dallas and the site is http://www.filmtally.com. Thank you for your time.
Comment by Matthew Lewis -
Text message during movie previews to add that particular film to your “Private Screening Room”. Example; you and your wife are at the theater watching the previews and you both look at each other and say “that looks pretty good”. In the corner of the screen is a number to text to that will add this particular movie to your PSR. We will then begin communicating with you about the movies you have selected.
Its really a simple idea that will allow you to build a website and database to not only remind people about the movies they’ve already shown interest in but also show movie times and possibly allow you to purchase tickets.
Lemme know what you think.
Jim Cooksey
Comment by Jim Cooksey -
We know that overall, people are less and less enticed by the theatre experience, and with good reason that I need not go into. But, I also see that another problem is a similar problem to whta is happening with DVDs — Double-Dipping. Many DVDs are coming out a year ot two later with special editions, directors cuts, remastered, ultimate, etc. As a DVD collector, it is both exciting and frustrating. Likewise, why spend $20 at the theatre to see the movie, when I can own it 4 months later for the same price? The whole problem is a situation where like many commodity products, Hollywood has introduced line-extensions into their brands. And what we know from commodity line-extensions (say, Tylenol or Miller), they do not grow your marketshare, they simply erode your primary brands. Meaning, Miller drinkers will drink Miller Lite, not Bud Lite. This is what has happened with the Theatre vs. DVD phenomena. And now, because DVDs are where the money is being made, companies are releasing them ealier and earlier, perpetuating the problem.
Comment by Robby Garfinkel -
Hey Mark,
This was weird I popped on and just sent you via the contact interface, information about a project becuase I was intersted in using Landmark for the feature presentation. Then I find this challenge.
I already started solving some of the challenges you list in 2004. That is when it went online, and it is working.
I created a whole new genre of film. A bit mind blowing, nothing like it was possible before.
Check it out
http://infiniteplaythemovie.com
Waiting for your call.
Comment by Richard Gerber -
…Oh and I forgot to mention but you wil get to text messaging – or SMS, as it’s more commonly known overseas!
read the full story http://money.cnn.com/magazines/business2/business2_archive/2006/08/01/8382255/index.htm
Comment by eezie -
Perception is emotion. People pay for the movie in the theatre for the perception. The big screen and the immense sound stimulate a large part of that perception.
Do you want to obtain more from that perception? Here are a couple recommendations.
Give people extra possibilities.
1 – Discount on the film music while people are at the theater. Give people the possibility to obtain music from the movie i.e. ringtone/mp3.
How? The visitor who wants a music fragment buys an unique number. The visitor must make a call to buy the ringtone. Every time that they buy a music fragment with an unique number gives bonus points. XXX numbers of bonus points gives a free music fragment. Other download possibilities for mp3’s are hotspot in the theatre or infra-red.
2 – DVDs have extra possibilities. Facilitate language choices in theaters etc.
3 – Let the visitors at the theater sms how they enjoyed the movie and link a reward.
etc.
Comment by eezie -
Movie Business Challenge
First my thoughts on the subject, then I’ll give you actually ideas on how to market movies cheaply like you asked. Feel free to skip the first section.
THOUGHTS ON THE SUBJECT:
How do you get people to the movies without spending money? I think you mean, how can you do it better, as the money needs to be spent, just in better ways. Pretty much how the government can’t seem to spend our tax dollars on the right things.
I’m a film nerd, so I’m hyper aware what movies are coming out, when and where. I make my decision whether to see a movie months if not a year in advance. I’m part of the aintitcoolnews.com generation. If there’s another Rocky movie (there is) count me in. Transformers, you had me right away. I don’t remember the last movie that I went to see because of overexposure. Usually for me, I see the trailer and its an immediate response. Yes or No. That simple. That easy. And in this world, I think people make decisions that quickly.
Well personally I hate that I can go into a video store (NetFlix really) and have 20,000 movies to see, but I go to the movies and there’s only 10 choices (at best). At any given time, there might be 25 movies that are playing, with the art house films only playing in a small theater. I live in NYC and even for me it’s hard to get to see movies like Strangers with Candy because it’s not playing at the theaters I want to see the movie at.
A big problem is people want to see the movie they want to see when they want to see it and where they want to see it. In other words, control. People enjoy that they can rent a movie on Friday, watch it on Saturday at 1:33 pm if they so choose and do it sitting on their friend’s couch. It’s on their schedule. When they want. Where they want. How they want it.
I think movie theaters need to focus on the movies themselves, not putting gourmet coffee at the concessions stand. That’s what the cell phone companies do. They have phones with cameras in them that are better than most digital cameras, but they can’t get the phones to do their primary jobs of making and receiving phones calls. I’d rather my phone work on the subway or in an elevator, than be able to take 3 mega pixel pictures of the subway or said elevator. My point, it’s about the movie themselves, not the fancy bells and whistles.
I’ve been waiting to see Clerks II for over a year. I love Kevin Smith. It came out July 21st. I love M. Knight. Lady in the Water was released the same weekend. But, on vacation the week before, I didn’t want to see any of the movies playing. Lucky for me, I found a sneak preview of Monster House that was being shown a week early. If not for that, I wouldn’t have gone to the movies at all because I didn’t want to see the movies that were out. If the movie is done, why do I have to wait? I hate that. Just give me the movie. Now. Release the movies by the month, not weekly. That way, I can see the movie I want to see when I want to see it. That way, when I want to see a movie on weekend B, I won’t have to settle for something I don’t want to see or more likely not go to the theater at all. That’s what happens a lot to me and others. For three weeks no movie will come out that we want to see than the next weekend, five movies will be released at the same time that I want to see. And you know what, I end up missing a few of them because before I get around to seeing them, they are gone. Replaced. As soon as the first weekend goes by, they are old news. Marketing creates this buzz and almost 48 hours later, the thrill is gone. I remember the days when movies would be in theaters for a month, maybe two if people went to see it a lot. Now it has to make two hundred million just to last the whole month. It’s crazy. Always give the consumer more choices.
Do we really need 4 screens showing Spiderman 3 or would you rather have 4 different choices? I would rather have 20 movies to choose from when I go to the theater, rather than 20 screens playing 5 movies. I hate that there’s one comedy movie, one action movie. People hate waiting. That’s what piracy is really all about for most people. It’s not getting shit for free, it’s about getting it now. Seeing it before anyone else does. Watching it on their time. If the movie is done, please put it out so I can see it. Why make us wait? Why hype a movie for months and months. Just let us see it. Please. No one can pirate a movie if you put it out right when it’s done. Make movies more like blogs. Instead of making us wait for a certain date in the summer set years in advance for big movies, how cool would it be if I could look in the paper and see a movie that I didn’t expect to see. What if Spiderman 3 showed up in March 2007 and not May 2007. Would it really make less money. No. It just might not make $120 in 3 days. But overall, it would make the same, if not more, money overall. People will see it.
Make the movies as close as you can to TIVO/On Demand technology as you can. If the iPod has taught as anything when people want to hear “Stairway to Heaven” they want to hear it. They don’t want to wait until the radio plays it. Movies should be the same way. Let the customer feel that they have more choices and are more of an individual rather than a sheep.
MARKETING IDEAS:
I think you’re My Space idea you brought up was the best idea I’ve read so far ( I read about 100 posts out of the 1100). Get 100 friends to buy tickets, get 100 bucks. Good idea. Problem is friend A will tell friend B to get the money, but friend B will try to do the same to A. Most people have like 20 real friends, so they will all be trying to convince the same 3 people to see the movie. Nice gimmick, but it’s not going to work because of the money. It will just get scumbags to start spam you via My Space, e-mail trying to get you to click via their website so they get the money.
I think you need to do some sort of presale incentive program. I would literally buy tickets to Transformers that doesn’t come out until 7.4.7. I would spend 100 bucks right now if I could see it tomorrow. And I’m not alone. However, I suggest reward fans like me by letting us buy tickets for cheaper if we buy say a month before the movie comes out. What would marketing be like, if you didn’t just have estimates for how much a movie will make, but know how many tickets you are going to sell because you already sold 50% of them in a pre-sale.
Seriously, does marketing really work? I still think Pepsi and Coke should both keep they advertising money and agree not to advertise and I can’t see why they wouldn’t sell the same amount of soda and be able to pocket the extra cash by not advertising. That’s what I would do in the movie industry. Why spend 150 making a movie, and 100 million marketing it, to make, if lucky, 200 million at the box office. What’s the point? Does that 100 million make it’s profit back? My guess is it bring in best 50 million dollars in ticket sales. Like you said, there has to be a better way. Maybe the easiest way is not to spend a dime and like the trailers speak for itself. A few movie posters. Why do they spend so much money marketing Spiderman 3. I’m seeing it. Who are they convincing to see it that wasn’t going to see it anyway? It’s like the political talk shows where people whose minds are already made up either watch the show to nod in agreement or slam their fist in anger. Do you really think people that haven’t made up their minds, listen to Rush Limbaugh or Al Franken. Hell no. They listen to hear their POV confirmed or to hear the other side.
Give the public more credit. Tell us the movie exists and I assure you we will see the movie or not.
So let us tell you how we feel. Make a website that will become the next My Space, google, Friendster, cyworld. A place where the public can be the Siskel and Ebert. People love to express themselves especially about movies. Let them do all the work.
Have
Comment by Matthew Evan Kaplan -
My suggestion is to make the event into a must-see private red carpet special event where groups can get access to the entire theater (think high schools or other large groups). Add some freebie benefits (posters, CDs of the soundtrack). Provide access to email where attendees can post or send a quick review and comment to 3 friends immediately upon leaving the show.
Comment by Saralyn Bass -
I can’t believe the number of comments you have received on thiis. I have an idea for you that may or may not have gotten already. I didn’t read through all of them and I can’t imagine having the patience to do so. Anyway, have you ever seen a 4D show? I was at Shedd Aquarium in Chicago yesterday and they have a short Spongebob one and it made think of your blog. If someone were to make real, full length movies like this, I would certainly want to go. I know it would take some initial investment in theatres for the equipment but I think the draw would be great. I saw one at a dairy farm a few month ago and there were people in there from babies to senior citizens and it looked like they all enjoyed it. There was one part where a cow farts and you are hit with the smell and a blast of mist and I looked over at the 70 something woman sitting next to me figuring she would be offended, she was laughing so hard I started hoping she was wearing her depends. I haven’t really looking into any of the details of this to guage feasability but if it can be done, you are looking at a huge market potential. Just thought I’d add to your pile of reading and would be interested in your opinion.
Comment by Mike Quillin -
Sell the Sneak Preview!
Everyone loves the chance to see or do something before anyone else. The problem today with sneak previews is they are typically handed out as promotions from the media (radio, tv, etc) where you have to *win* tickets. Setup a concert-like ticket sales model where blocks of tickets are released for sneak preview. For big movies you could sell more tickets. The key would be to release enough tickets where anybody could get one if they purchase it between date A and date B.
Sell out your sneak previews and use it as marketing ammo for the official release. That combined with the word of mouth created by the sneak previewers (which is guaranteed because early adopters love to talk!) will create huge opening weekends.
This doesn’t have to (and shouldn’t) be setup for an elite few but rather designed for the masses. As the sneak preview program grows, you add more sneak preview show times. It could grow to the point where your sneak preview brings in as much as opening weekend.
Comment by Aaron Lewcock -
alot of the reason people don’t come to movies is a) the price b) dvd’s so cheap c) improved home theatre systems. you have to make people want to come to the theatre and spend there money, and i posted a few solutions to that above. here are so some ways to try to get people to see your movie without adjusting anything.
the cheapest form of advertisement is word of mouth, it’s common sense. but you need a product that’s worthy to be talked about. to do this, set up a few free screenings. afterwards, do surveys. find out which people liked it the most, age, sex, race, etc. market the movie accordingly. tv, radio, magazines, newspaper etc. if the movie is a flop, hault all marketing, no one is going to see a bad movie, because no one will give positive buzz.
what alot of people have been doing is showing “the first 6 minutes” etc. of the film. show more. show 10-15 minutes. let the people start to form opinions on characters. you can’t get that good of an observation of a movie.
any product placement you have in your movie, get with them and see if you can put discount tickets in the product. an example, if you buy “wonderbread” you get $2 off your ticket when you go see Talladega Nights: The Ballad of Ricky Bobby. (his sponsor)
when someone goes to see a movie, give them a “game card” with the chance to meet that movies star. game card can only be given when a ticket is purchased.
if i think of anymore, i will post them.
Comment by Jose Castaneda -
This may stray away from your original idea and my exclude a large portion of your demographic but I’ll throw it out there. Scrap movies, bring in video games. Imagine the response you would get from advertising the ability to play an X-Box 360 game on a movie size screen with movie quality sound. It’s free to watch but costs to play. Games would have to be focused on short turn times. The key is the opportunity for interaction, the opportunity to show off. Tournaments could be created. The possibility for the customer to by more than one ticket to play. Essentially a neo-arcade. My Dad always talks about how much money he wasted as a kid playing pong and dishing out coin after coin. If this became a franchise, online tournaments could form and cities could face off. Imagine the same scenario except we are talking bill after bill. You wouldn’t have problems getting people to the theatre, you would have problems keeping them out. Instead of ticket sales, memberships would have to be formed. As a pose to certain movies playing at certain times it would be certain games at certain times. IMAGINE being responsible for having the video game industry release games to theatres before becoming available to the public. It reduces the concern for piracy because every game is different and it is the interaction people are coming for not the material or plot. Mr. Cuban I would love to fully-assist in the fabrication of this idea. I am 21 and I am the General Manager of a Fastenal branch in Toronto, Ontario. I love my job but I would love this opportunity more. Thanks for reading.
Comment by Martin Hauck -
check out the i-comm product of http://www.icginternational.com/
great communication platform that provides marketers with the ability to deliver rich content ( ie Movie Trailers) at any time to targeted consumers or user groups.
Comment by Paul -
I haven’t read all 58 comments before this, so I’m sorry if this was said already…
I think you should only market new movies on really, really hot days. I just went to see a movie today, for no other reason that it was 95 degrees in Seattle. Yeah, I know it’s hotter other places, but we’re used to the 70’s, and have no A/C… so it’ freekin’ hot!
I spent money on the movie, ice cream and even went in early just to stay cool for even longer. Maybe you could invest in global warming so that your movies would sell better! 😉
And, I’m lookin’ for a job!
http://tweblog.wordpress.com/tag/jobhunt/
Comment by Toby Getsch -
Stop paying for attention. Attention itself is the new currency. As attention is getting scarcer you have to pay more and more to get the people to the movies.
But you can have their attention for free all you have to pay is attention and that doesn’t mean you have to do promotion or advertising. There are other ways think of links as the perfect example of exchanging attention. The more you link to others the more they link to you.
Comment by Bertram -
Yes, we have a similiar thing here in Arizona during the summer months. You can buy a summer movie pass for the kids, with seven preselected movies and days for a very cheap price. Something like that for adults might work too or how about a referral fee for every friend I get to go see a movie?
Comment by Lisa Willard -
Use binary option trading sites like http://www.TradeSports.com to hedge against losses. Sell movie tickets in advance using an auction based system like http://www.eBay.com
Comment by Eddie -
Just want to add a small idea that works overseas. In Denmark there’s something known as Biografklub Danmark (Cinema Club Denmark). Last year 3.5% of the Danish population joined the club. Every year you can sign up for $12 which will give you a rebate card that gives you a 50% discount on seven pre-selected big films. In the 2005-06 season it covered four Danish films, Mrs Henderson Presents, Memoir of a Gaisha and Match Point i.e. mainstream films for grown ups. The normal ticket price in Denmark is around $10 a piece. The club has been open for 11 years and cover most cinemas in Denmark. In Denmark, this is how you get people like my 58 year old parents to go to the movies 6-7 times a year every year.
This is hardly the answer to your marketing cost problem, but I just wanted to add this and encourage others to post ideas that has worked elsewhere.
Comment by Michael M -
Free babysitting within the theater would get me there! Here in Arizona, one of the theater chains offers babysitting, for $6 an hour, but if that was free, my husband and I would be there every Friday or Saturday night, especially if the facility offered some real engaging activities for the kids while the adults are watching an adult movie.
Comment by Lisa Willard -
hey marky!
first of all,great job getting the DMs’ to the finals so soon,never expected that.
too bad they lost,they kinda deserved to win.(KINDA)
ok now to the movies:
what the hell r you complaining about?the system right now is pretty good,if the studios don’t spend money how the hell are people going to know about the movie?
every body is an aspirational idiot these days!!!nobody cares how effing good or great the movie is!!!!it’s just that HAVE YOU SEEN THIS MOVIE?and why,because the damned flick is so heavily promoted!!!!c’mon don’t tell me that u don’t know that hollywood movies(pardon my french)are CRAP!!!they cater to the LCD!!!Exceptions of course prove the rule!!!C’mon man ,Viva America,keep the system running,u’ve got a great thing going,not only does hollywood make barfastic movies but does one hell of a job selling them.
i should know,because i watch so many of them.
saludos amigo,keep up the good work with the mavs’.
Comment by kvb -
hey marky!
first of all,great job getting the DMs’ to the finals so soon,never expected that.
too bad they lost,they kinda deserved to win.(KINDA)
ok now to the movies:
what the hell r you complaining about?the system right now is pretty good,if the studios don’t spend money how the hell are people going to know about the movie?
every body is an aspirational idiot these days!!!nobody cares how effing good or great the movie is!!!!it’s just that HAVE YOU SEEN THIS MOVIE?and why,because the damned flick is so heavily promoted!!!!c’mon don’t tell me that u don’t know that hollywood movies(pardon my french)are CRAP!!!they cater to the LCD!!!Exceptions of course prove the rule!!!C’mon man ,Viva America,keep the system running,u’ve got a great thing going,not only does hollywood make barfastic movies but does one hell of a job selling them.
i should know,because i watch so many of them.
saludos amigo,keep up the good work with the mavs’.
Comment by kvb -
The first guy who posted had the best idea. Make movies worth seeing and they will sell themselves.
As for THE EXPERIENCE; make palces that ENFORCE certain rules and wil kick people out (IE bratty little punk kids) who don’t follow them. So perhaps open a chain of theatres that require you to be a certain age to attend. That would get more adults out for a date night.
But you can have all those wonderful things and still not have a great product. If movies aren’t worth seeing then it doesn’t matter how you market them. No one wants to go on a bad date. And going to a bad movie can make for a bad date.
Comment by Todd Johnston -
That’s great that you claim you do “buzz marketing” but you’re (or your ad agency) not doing it right. Look at “Snakes on a Plane”, they’ve done a fantastic job with it.
I know you say that if it’s been done before you’re doing it, but that’s not good enough, you need to do it RIGHT.
And.. Don’t go with the MySpace affiliate program, that’s just lame bro and it will not work.
Comment by cameron -
One of the problems theaters have is there is no compelling reason to see the movie TODAY. There is always tomorrow then PPV then HBO and then the preferred way to see a movie, NetFlix. Combined with the worry that today will be over crowded / unpleasant fellow attendees.
So have a night to see the movie for the “film club”; that showing is members only; hopefully at most 50% of capacity. It would require the cooperation of the theater owners; but they could get local tie-ins; perhaps more advertising revenue due to demo of crowd. Lexus night where Lexus owners get valet parking since Lexus does things at opera/ballparks. You would test market it in a few markets until you proved it worked. (My outsider opinion is that Movie makers and theater owners prefer to whine and fund MPAA lawyers rather than innovate but perhaps #s/experience would sway them. ) if It would not be about cheaper movie experience ( a theater it night will never be my cheapest way to see a movie.) rather a better experience and a reason to see the movie at the showing or two.
This is not a general solution to movie attendance. If you have read Gladwell’s Tipping Point, the goal is to incent the “influencers” in that town to see your movie and preferablely early when they can influence more people. If you and/or affiliated movie distributors (you may not have pipeline to justify club) could do a “season pass”; I find that when I do a season at theater/opera/Mavs 🙂 I see performances that I would never have purchased individually, but afterwards say that was pretty good. Thus, you get these “mavens” i think Gladwell called them – people who other people ask about movies – to see your movie even if it is not in their favorite actors/genre.
So the one sentence pitch would be “using exclusivity and enhanced movie experience to seed the viral marketing.” or perhaps “do you want to spend your promotion dollars on a commercial I Tivo through or on getting the alpha movie watchers in the town to see your movie.”
N.B.: the caveat is this requires good movies; as my marketing prof used to say “nothing will kill a bad product faster than good advertising.” The last thing you want to do is to have the movie mavens see your bad movie.
The showings might be useful for surveys. You could even provide a web site (or a way for local theater owner to have a site) so the film club members could use their member number to vote on the movie. And the site gets some local PR (what does the Reno/Austin/Atlanta… film club think about this movie…) Which increases knowledge/exclusivity which drive people to club which gets more movie influencers to see your movie.
Lee Davis
P.S. Reno has U of Nevada and is growing rapidly due to refugees from CA; when can you justify putting a Landmark theater here? Please?
Comment by lee -
It might not be the cheapest but it will be the most effective!!!! NASCAR is the answer!
as the “new” world’s biggest sport, me included a fan, have seen many a movie on a car going in circles for hours thats continues advertising all the 200,000 in person and millions watching on t.v. and the di-cast replicas and t-shirts verry effective!
Comment by Nathan Knebel -
http://www.youtube.com
This is the most popular video site for the major 18-34 demographic. People go here to see videos and movie clips. Period. If the video preview is featured, hundreds of thousands of views per day is common. The more people that see it, the perpetual nature of the video’s presence and marketability will flourish.
See, that didn’t take a million words like some of these other posers and BSers trying to “land a job.”
Michael
Comment by Michael -
This one is a little ‘out there’ so I don’t mind sharing it publicly..
There are hundreds of thousands of people (actors, directors, editors, etc) who aspire to get on that big screen. Most just wait tables or sit around with their thumbs in undesirable locations waiting for that ‘big break’.
Why not begin an independent ‘studio’ that utilizes that worthless screentime before a flick (usually static local ads for dealerships or restaurants) for shorts under 5 minutes? These will play 10-15 minutes before the start of the big production.
1. Anyone who participates in one of these shorts will become your ‘street team’ spreading word of mouth in person and on the ‘net. Their mothers, fathers, sisters, and grandparents will all get into the act as well. You could probably even make a well-publicized competition out of it.
2. We might get some pretty interesting and creative ideas showing up, possibly raising the quality of films altogether.
3. It’ll be very cheap (well, it won’t even be close to 60M per) and the labor costs are virtually nill. As a bonus, movie-goers might also feel that they’re getting more bang for their buck.
4. Concessions will go up as people will start showing up earlier and will have some time in between. Ok, I might be grasping at straws now..
Basically it’s an independent film fest and viral video in one that utilizes ‘dead air’ (while driving people to the theaters).
Comment by Chris -
1 – Make the whole movie experience more enjoyable. Noisy people ruin movies because you miss things that are said, right? Eliminate that by putting tiny speakers in the back of each seat. The sound will be directed at the person and they won’t miss what is said just because the rude jackass next to them is talking on their cell phone.
2 – Make adult only, say 25 an over, theaters that show movies aimed at the same demographic. Make the seats a little more plush, further apart so you don’t have to bump elbows, maybe a tiny table between each instead of those stupid cup holders that you hit with your knee nearly flipping your drink out on your neighbor. Make reclining seats with a headrest and an actual foot rest on the back of the seat ahead of you. Even at 35, I still have to fight the urge to put my feet on the seat infront of me. Instead of putting an age limit on the theater, you could just put an age limit on times/nights. Another idea is to create a lounge-type area with extra comfortable seating, it’s own surround sound and a waiter/waitress and sell the tickets for those seats at a higher price. Make it a sunken area that can be surrounded by a partition to separate it from the general audience.
3 – Make something worth watching. Rarely do I see a movie I would watch more than once.
4 – Buying advanced tickets online at a discount is a great idea. Selling a complete package such as tickets and concessions together or maybe a family package is another idea.
Comment by Jackie -
The Idea:
Here is a unique but potentially profitable solution.
What is the worst part of going to the movies? Besides sometimes having to sit through awful movies? It’s the concessions. Two sodas, a popcorn and some candy costs $20 – $25! Ouch, that hurts! I hate having to pay that much. Everyone does. Even though we like the grub, we still have a the sick feeling that we are definitely being ripped off!
I know that theaters make most of their money from concessions. I also know that the cost of soda and popcorn is almost zero. The stuff is dirt cheap.
Here is where it gets interesting. We will setup a membership club called the “Back Stage Club”. Similar to a gym membership. When members join they get 1 free soda and 1 large popcorn when they come to see any movie during it’s opening week. People will love it. I know it might seem like it will cut down on concession sales, but we’ll talk about that in a minutue. What it will definitely do is get a ton of people back in the theaters. Specifically our theaters.
Consider this: As a member in the “Back Stage” club, am I going to go to the theater down the street where I am not a member? A theater that offers me no immediate benefit beyond the movie itself? Heck no. Even if it is closer, I will drive right past it to pay my $10 to watch it at your theater.
The Details:
Putting a price on something helps to create value. So the membership would not be free. Maybe something like $19.95 or $24.95 per year.
To become a member one would be required to give their email and address. This is where it gets really interesting…..more on this in a minute.
Once you have paid for a membership you would get one of those key tags or plastic card with a barcode that is attached to your account/membership. Whenever you purchase a movie at the box office (or online) your barcode is swiped (or entered) into the “system”.
Once you have your tickets you head inside to get your goods. When you arrive at the concession counter your card or key tag is again swiped which tells the staff that your account is valid and you have just purchased a movie ticket(s).
Once you are “approved” you are welcome to indulge in your free soda as well as one jumbo popcorn. All 100% free.
The Benefits:
1. More tickets sold! Knowing that free bonuses await, we will have more people come to our movies. And by putting a requirement of “opening week” we not only create a sense of urgency, but we ensure that they will come during the first week or weekend (statistically important for movie ticket sales).
2. Less money spent on promoting the movie. Every Friday morning we send an email/RSS Feed to every member which contains upcoming movies, reviews, behind the scenes footage and links to trailers. This gets our message out for pennies…to the exact people who are most likely to act on it….on the day they are most likely to act on it.
But for best results, we need to take it a bit further. Over time we will know exactly which movies members go to. We scan their membership card each time they buy their ticket. We see the trends. We know if they come to chic flicks or action movies or a mix of both. Maybe they only see Harrison Ford movies or maybe they love horror movies. Whatever it might be, we will know. We then tailor the weekly email to their tastes. Don’t show my wife “Star Wars” content and don’t bother telling me about “She’s The Man”. No thanks. The idea is that the content is now relevant and personal and as a member not only will I appreciate that, I will come to more movies!
3. Virtually zero cost. Of course we still need to promote the movies on the net and even limited runs on TV, billboards and radio. But the key is limited. Instead of spending 60mm dollars we will spend less than 15mm.
The cost to implement the membership program is very low. We need software and computer and servers to scan tickets, analyze trends and send email, but the technology for that is very affordable.
What about the cost of all that popcorn and soda we are giving away? I don’t have the exact numbers, but the annual membership fee of 20 or so bucks would almost cover this in full.
What about the lost revenue from all those free concessions? Well, lets do some math.
Current Scenario:
Lets say I go to the theater 2 times per month.
I buy two full price $10 tickets on each visit. That is a total of $40 per month spent on tickets.
I might but popcorn and soda and candy on one of those visits (maybe). Total paid for concessions: $20.
Total Monthly Revenue: $60. Total Annual Revenue: $720
Membership Scenario:
Knowing about current movies that I have an interest in (from the email) and knowing that I have free popcorn and soda waiting for me, I now go to the movies at least 4 times per month.
I buy two full price $10 tickets on each visit. That is a total of $80 per month spent on tickets.
I get free popcorn and soda but I still might buy candy or nachos on 2 of those visits. Heck, the $6 I now pay for candy seems like a deal! Total paid for concessions: $12.
Total Monthly Revenue: $92. Total Annual Revenue: $1,104
The proof is in the pudding! The membership plan increases ticket revenues by over 50% while reducing promotional costs substansially. We are getting more people by spending much less money.
There are a ton more things we could do to polish and enhance the club. For instance give members some type of incentive to get their friends and family to become members.
The main thing to keep in mind is people only care about themselves. They don’t care about our theater, our industry or our troubles. They only what to know, “What’s In It For Me?”
Let’s give them a reason to come back to the theater. As you mentioned in your foreword for “Marketing Outrageously”; Being conservative when it comes to marketing is really the dangerous path.
Mark, I am brave enough to help you implement this if you are brave enough to give it a shot!
Thanks for this awesome opportunity,
Sean Alsobrooks
Comment by Sean Alsobrooks -
why not try to motivate potential viewers in a given area by giving them something in return after they see a movie, for example you are going to donate something to a community if they can hit a certain target points, this way the whole community will look at it as a fund raiser activity and a fun way to help the community…
Comment by dindo -
A) Forget the theatres, you’re on the right track, sell Landmark.
B) Bring the content into the home, and once again, cue it for display after downloading, in Hi-def, or standard, for more volume.
C)Charge the same price as the theatre(standard broadcast), more for hi-def, for the convienince of home, and the quality of the theatre.
D) Produce something WORTH WATCHING.
Comment by jh dfgd -
You’re Mark Cuban?? Can’t you promote it on Charlie Rose, David Letterman, The Tonight Show, etc? If you did some lame publicity stunt like base jump, or climb a skyscraper, it’d make the news in a big way.
I don’t understand the dileman, you’re like E.F. Hutton of the 70’s. I own a copy of Enron TSMITR, because of your blog. You’re a hero to many an entrepreneur, and the media loves to put your mug on TV, newspaper, etc.
Comment by Kirk -
Just had another idea. There are alot more people out there with awesome home theatres. These people are usually passionate about film, and are the “Mavens” and “Early Adopters” or people you want spreading word of mouth about your movie. These people also usually follow the films they want to see for months, if not years, before the movie comes out. Entire weekends are planned around movies. But, most of these people would rather watch the movie in their home theatres, if they had a choice, and they would pay for it. Why not provide some sort of pre-order for the movie industry. People could pre-order a one-time/one-weekend use dvd that would be delivered to their door the day the movie opens. This happens with books and amazon all the time. It also gives you a clue as to whether the movie will be popular or not. If the movie is good, the film fan who bought the pre-order for opening weekend will tell his co-workers and others about the movie who then might see it the next weekend. OK, its late, and I just took some nyquil *sp. Night.
Comment by Eric Allam -
Mark,
When you started MicroSolutions, you made sure your customer reps went the extra mile – which drew business to your door that other dealers couldn’t service.
When you created AudioNet, you made sure you delivered a quality product which the common person understood, wanted and could use easily – which drew huge amounts of traffic to the site.
When you took over ownership of the Mavericks, one of the first things you did was create an atmosphere where both players and fans WANTED to come to the arena – which drew both fans (many of which had deserted the team) and top players (many of which *never* would have otherwise considered joining the team).
You already know how to make this happen — create an atmosphere where people WANT to attend your movie by offering a reason for them to do so.
How? Use the same tools and techniques you’ve been using successfully for the last twenty years.
Apply the promotional ideas you use with the Mavs — say, by co-sponsoring free (or very inexpensive) outdoor viewings of a movie on a spring night at Starplex in Fair Park with up-front passes given away on 103.3 for the week previous to the showing. This would make an EVENT out of the first few showings, and would raise interest from those who saw it among their acquaintances and those who listen to the station, for instance. Other companies would certainly join you in the sponsorship of this — making it inexpensive, but very effective.
This may sound equally crazy, but how about showing a specially-made preview (about 5 minutes, sort of like an extended music video) on the Jumbotron right before Rangers games? The previous idea of screenings at the AAC fits in here as well, although IMHO you’ll need to have another reason than just the movie for folks to attend.
These are just some immediate “quick hit” thoughts. I’ll provide more ideas upon your contact with further interest.
Comment by E.R. -
Develop a channel.
Provide price breaks on tickets. Develop an infrastructure so that people can become retailers of your tickets. Provide a 20c price break for 10 tickets, 50c for 100 tickets etc. Then let the free market and competition work its magic. Suddenly all the folks with desirable properties can buy tickets from you and sell them at a profit. You will have hundreds of folks marketing your product in hundreds of different ways, all with a profit motive.
Develop a way to sell the tickets electronically and support electronic transfers of tickets. Once you have this infrastructure in place you can even do innovative things like auctioning tickets for opening night to really popular movies and then allowing the reselling of such tickets on eBay etc.
I realize that you don’t really own the tickets, the theatre does but I’m still sure you could make this work.
Comment by Neil Golding -
The problem you face is one of marketing and advertising in the digital age. With so many options the value of a theater experience has a lot to compete with. Be happy, more people go to movies than vote.
Politics. Empower people through how they spend their money. Make it work like a vote. The movie going experience is horrible these days despite all the technological benefits like reserved seating. I only tend to go when I really want to support a film, artist or genre, and I show my support with my dollars because I know that’s the only thing Hollywood can effectively measure as a meter of success. I also only buy DVDs for the same reason. I’ll buy crappy movies because they are part of a genre I’d like to see nurtured or expanded until content in that category IS of higher quality. Look at the comic book movie – they were laughable until Hollywood jumped on the bandwagon and started throwing money at it. Then they took it seriously.
The converse is also true – I won’t give money to a project that involves people I don’t like or whose products I don’t like.
If I can control whose pockets my money goes into, I will. Think about that statement as it relates to tracking information and purchases and profits and commissions in the digital age.
The more control I am given, the happier I am about it and more likely I am to exercise that control.
If my presence in the theater gave me something else, such as a vote in how the company that made that movies spends their money to make future films, awesome, I’ll be loyal to that company. The best it does now is get us a sequel when the take is over 100M.
Otherwise I am simply just a good little consumer being fed what’s handed to me by people who make a lot more money and who’s opinions apparently mean less than mine. If these high paid marketing people are worth the six figures you pay them, what do you need my opinion for? Get rid of them, slash marketing budgets and lower the movie prices, or better yet, make your business about empowering the consumer. Make their theater ticket count for something more.
Comment by Jake Lockley -
I think there should be one site, like a portal, and with a subscription fee per month, you can choose your viewing option. You can check new movies trailers out, see reviews, order the movie to watch online (once), download the movie, buy the movie and have it shipped to you, or print tickets to watch it at a local theater.
The subscriptions could be tier-level based. For example, it’s cheaper to watch one movie a month than once or twice a week.
I know many people, like myself, who don’t go to the movies simply because of the experience. People ruin the movie experience. It’s great to hear other people’s reactions to the movies sometimes, sure, but sometimes it gets annoying.
One of the problems I have is seeing a movie trailer before the movie is released, thinking you’ll wait to see it on DVD, and then you hardly see any advertisements about it coming out on DVD, so I never rent it.
I think you’d get a lot more people willing to watch your movies if they could do it whatever way they want. If they like seeing it at their home, they can do that, if they like the theater experience, they can order tickets online without waiting online. Everything, all in one place for convenience.
Comment by Matt -
Mark, not to be modest or anything but your better than any other NBA Owner for 1 reason. That is you react with the fans, the people of this country. Most owners try to stay away from the crowd while you make it your main stay to go with them. You and the ex-76RS Owner Pat Croce to me are considered the greatest owners in sports. I dont know of any owner that reacts with the people as much as you do. It may not always be for the right reasons, but your doing your job. Pretty much because people are always talking about you etc..Like if you were to sell something people would buy it just because they know its from you and they can either praise you or hate you for it. This may sound weird coming from me to, seeing as I am no die-hard Mavs fan what so ever. I like the team you have put together, Avery Johnson is by far one of the best coaches in the league, and you have made all the right moves. I live in michigan, born and raised so yea im a Pistons Fan, by head and heart. But opposing fans have to like what you have done, because you open the door for fans like me, to like more than 1 team. To be intrested in a marketing place other than the one you live. I just wanted to say I have appreciated what you have done, and Pistons fan or not, I enjoy watching your shows, your team, and your business.
Comment by Brandon -
One thing that I’ve always found annoying is having to get to the theater early to try to get a good seat. This problem is compounded on Friday or Saturday nights, or if I’m going with a group of friends. Not only do I have to set aside 2-3 hours for the movie, I need to set aside another 30 minutes-2 hours to get there early enough to get a decent seat. Hard to plan dates, etc, around that. My solution is to do what they do with sporting events, concerts, and theater: have assigned seats. First, this will drive online ticket purchases WAY UP Second, it saves everyone time. Now you just need to arrive 20 minutes ahead of time to go find your seat. To help make my point, just imagine if they didn’t do assigned seating for sporting events, concerts, and theater.
Comment by Patrick Lee -
The more I think of it, the more I’m convinced that giving away the first 15 minutes is the best way to go.
Trailers, video clips, myspace accounts for characters, etc is advertising. Advertising puts the onus on you to figure out how to reach people and get them to do something that results in your getting paid. Why bother with this if your business is content? Play to your strengths. A one minute trailer culled from a movie is advertising. The first 15 minutes of a movie is content.
There are experts who make their living figuring out how to buy, hype, and spread content. Let network or cable TV run the beginning of your movie as a special. They know the business of reaching people. Dump all that hassle on their door. The TV network makes money by running ads on top of your clip, you make money by getting people so hooked on your movie that they go to the theater to see the rest of it. After this, the clip will make it onto the Internet where it will reach even more people without your having to do anything at all. Youtube, google video, pirates, bloggers, etc also already know how to reach people and distribute content.
Comment by Ed -
I’m single, so spending $10 for a movie and another $10 on food doesn’t bother me, I don’t care. I will go to the movies regardless.
So while thousands of eager job seekers will be trying to dazzle the “mark-ster” with new fangled marketing gimmicks, revenue sharing, co-branded ad ideas, web things “oh-so-done” to many times, I harken back to a little flick I once saw called “Mr. Mom”.
Parents “Mothers and Fathers” but moms specifically don’t care how cool or awesome a movie is. Sure, they want their kids to see good movies, but what really matters to them is the bottom line; that’s dollars and cents to us simple folk.
If the goal is specifically to get more “families” out to the cinema, then make it monetarily benefical for them to do so.
Movies are movies, and tuna is tuna (“schooner Tuna” to explain my “Mr. Mom reference above).
To get to the point, a lot of companies make movies, and a lot of companies make Tuna, so if you wanna sell more tuna, lower the price of tuna, but for movies offer a special admission rate for families. Shit, there exists special pricing for everything else in the world based on demographics and other specialized affiliations.
If both mom and dad go to the show with one child anywhere under the age of 18, the kid gets in free.
If a family of 5 or more go to the show they get in for $35 total spend.
Basically, the more volume you move, the cheaper the price. If you’re single, whatever. If you’re a family, no gimmicks, its cheaper because you are a family, not overly expensive because you are one.
If the average family of 5 get out to the movies 2 more times a year, the money will more than be made up all things considered; admission, eating, merchandise, etc.
Comment by Brandon Piddington -
Making the “experience” better is great, but wont solve the problem of getting people to see crappy movies. As a theater owner, you can market all you want but you still have no control over what films the studios make. And unless you live in a college town or a city, showing independent movies over Hollywood fare is very simply unlikely to make you any money.
If you are looking just for revenue, why not have a subscription membership for a theater chain? Pay a monthly fee for a certain number/unlimited movies… exactly like netflix. A theater owner will certainly make much moolah on this since if the cost of the movie is just automatically charged each month from your credit card, you are much more likely to make purchases on concessions at the theater. People will be more likely to risk going to more independent fare, making them more viable and more likely to see a crappy movie… which is still good for the industry.
This would clearly require creative contracts with the distributers and that would be the main problem. I still think theater owners could somehow manage this, but I’ve never heard of such a system. In such a system, this will certainly mean less money for the blockbusters even if more people actually see the movies.
A related question is why does the industry focus so much on the money on Monday morning? I know there is obviously a strong correlation between eyeballs and dollars, but its seems very strange that movies are measured by box office reciepts instead of actual numbers like every other form of entertainment. As a theater owner looking to screen a new movie that is, say, in limited release in LA and NY, I think I’d much rather know per screen viewership than per screen take which is dependent on the cost of the going to see a movie in those cities.
Comment by Nick -
When I watch a movie at my house, I can control everything. If I go out to see a movie I am never comfortable, I always hear all the teen’s talking and the volume is never set right. If you want my money then make it worth my time to go there.
Comment by Rick -
I’m single, so spending $10 for a movie and another $10 on food doesn’t bother me, I don’t care. I will go to the movies regardless.
So while thousands of eager job seekers will be trying to dazzle the “mark-ster” with new fangled marketing gimmicks, revenue sharing, co-branded ad ideas, web things “oh-so-done” to many times, I harken back to a little flick I once saw called “Mr. Mom”.
Parents “Mothers and Fathers” but moms specifically don’t care how cool or awesome a movie is. Sure, they want their kids to see good movies, but what really matters to them is the bottom line; that’s dollars and cents to us simple folk.
If the goal is specifically to get more “families” out to the cinema, then make it monetarily benefical for them to do so.
Movies are movies, and tuna is tuna (“schooner Tuna” to explain my “Mr. Mom reference above).
To get to the point, a lot of companies make movies, and a lot of companies make Tuna, so if you wanna sell more tuna, lower the price of tuna, but for movies offer a special admission rate for families. Shit, there exists special pricing for everything else in the world based on demographics and other specialized affiliations.
If both mom and dad go to the show with one child anywhere under the age of 18, the kid gets in free.
If a family of 5 or more go to the show they get in for $35 total spend.
Basically, the more volume you move, the cheaper the price. If you’re single, whatever. If you’re a family, no gimmicks, its cheaper because you are a family, not overly expensive because you are one.
If the average family of 5 get out to the movies 2 more times a year, the money will more than be made up all things considered; admission, eating, merchandise, etc.
Comment by Brandon Piddington -
Growing up in Pittsburgh, my fondest movie memories occurred at drive in movie theaters. Of course, with land values so high nowadays, drive in theaters have vanished. I can’t help but notice huge parking lots at darkened stores everywhere–all that empty space when Walmart, Target, Tom Thumb are closed. If the locations are near nightclubs or heavily trafficked night spots, they are charging 5 bucks for folks to park there. Why not create a Drive In movie night at some of these huge parking lots? Portable screens, close circuit radio broadcasts for audio, have a sponsorship area for food, beverages, and booze. You can affiliate with a large nationwide sponsor..Target Presents…Independent Film Drive In Movie Night at select Target stores across the country..
Comment by John Smith -
Here’s what I do at a high level. I’ll try and keep it short on your blog.
1) Build a brand new community site or purchase HSX and upgrade it. This new site will allow people to comment on movies, post ratings, rank their favorite movies and post a profile. You can even give them their own page to link to some crappy myspace page. (SOCIAL)
2) As part of the site, give them sneak previews, movie trinkets, behind the scenes, etc to generate buzz and word of mouth. Hopefully, they’ll send to friends and family to view the stuff and build their community. (VIRAL)
3)Use their profile, movie ratings, dislikes, demos, friends etc to data mine and predict which movies they’ll like. Basically pull an Amazon on them for predicting movies (SEGMENTATION)
4) Create a new movie ranking system that is based on a simple 1-10 rating, number of comments, posts, and community size – could use the old HSX price if you bought it back in step 1. This brings in an eBay feel to it and allows people to drill down. This creates more buzz and confidence for people to purchase the upcoming movie (PEOPLE LIKE ME, LIKE THIS MOVIE)
Then you market to the people using ads, emails, promotions etc but now you can use the built in predictive model and rating system to improve your ROI.
PardonMyFrench,
Eric
Comment by eric frenchman -
There are small movie marketing insights, and then there are the truly BIG PICTURE ideas…
There are a litany of quick-fix, buzz generating gimmicks, and then there is the one single strategy capable of REVOLUTIONIZING an entire industry…
Your resume includes having done exactly that in at least three major industries/business sectors that I know of? Question is, are you ready to take on another?
I have this feeling you are.
Mark, you issued this incredible challenge tonight, and my Answer to you (via email, ASAP)just might much send an even larger challenge right back at you with the most important question of all: HOW BAD DO YOU WANT IT?
We’ll see. I’ll get my thoughts together for ya, and will be in touch soon.
Gotta love the HYPE, though! Right? 🙂
Stay tuned,
DS
Comment by DStarz -
An easy short term fix is to add value to the ticket and you don’t have to change the price. Offer it as a meal deal, popcorn and pop with a ticket stub. It isn’t just the $8 a ticket, it is $6 for a tub of popcorn and $5 for a coke which turns people off.
Another thought is to turn theaters into a membership opportunity. You could charge a membership fee on a yearly basis and offer first run movies at a discount price. The benefit for the theaters is repeat business, rather than here and there. I went to 3 movies last year in the theater. I would be attracted to a membership plan where I paid $50 and had a year of $4.00 movie admissions. I would feel obligated to use my membership and the theater would have me there for 20 movies a year rather than 3.
Cross promote with drop-in day cares and restaurants to make it a “Night Out” for couples and older family members who normally wait for DVD because of young children.
Some of the marketing should be left to the theaters. Not too often where you have a business when your distributor does almost all the advertising for the product. Some of the responsibility lies with the theaters to get people in the door. There needs to be training of theater management to promote.
Lastly, continue to add technology to make the theater going experience exponentially greater than waiting for the DVD. I have a big screen, great sound, and a very confortable couch. Many times there is the feeling I am not missing much waiting to watch a movie at home. I can rent for $1.99, have a microwave popcorn for $.25, and a coke for $.50 with no need to put on my shoes and I can pause the flick for a bathroom break. There has yet to be any draw to the theater for a mind blowing experience which can only be produced there.
Comment by Tim D. -
If only the movie industry could take advantage of the x-number of product placements in any given movie. Producers and theaters should make this a “you scratch my back, I’ll scratch your” kind of thing.
I know we always see McDonalds promoting the latest Disney movie with their Happy meals, but think about all of the name brand items that can be found in any one film alone; producers should use every one of these brands to their advantage and advertise the movies through the different channels of advertising for each product that is placed in the film – be cautious though because too much promotion and the target audience’s mind will go numb to the film being advertised.
Comment by Wendi -
First off I think its pretty cool your humble enough to ask the general public for ideas. On to the topic, here are some of my thoughts:
1) I don’t think the affiliate marketing will take off. Affiliate marketing can bring a “dishonest” stigma to recommendations. Imagine if your viewing someones myspace profile and checking out their favorite movies. If you find out half their “favorite” movies are affiliates, then they will no longer be trusted for recommendations.
2) Correct me if I am wrong but most movies now are promoted nationwide, without discrimination of the local demand. Since movies are distributed in large film reels, that are expensive, flexibility in showtimes/locations/entire cities and or regions is basically nonexistent. So if your promoting to regions or areas where the potential demand is low, then it seems like a waste of money. The way to change this is digital distribution, which I know is happening right now. By dramatically lowering the costs and increasing the speeds of distribution, showtimes are much more flexible. Entire regions where money would be wasted in promotion and distribution would be effectivly reduced, as well as costs, and those savings can be used to market in the areas with latent demand. Before a movie is even released, do market research and reduce eliminate the regions that aren’t cost productive.
3) There is a very large spanish demographic in the US. Telemundo is extremely successful. Why not create spanish specific movies. Thats just a little footnote of a point.
Good Luck Mark.
Comment by Eric Allam -
Have movies on opening weekend be an extremely cut rate (let’s say a ‘usual’ price is $12/ticket, this cut price will be $1/ticket), nearly anyone will pay a dollar for a new movie (and also attract people to new movies they may not have exactly wanted to see otherwise). Word of mouth will quickly spread of venues with low prices for the newest movies- if all seats are sold out, then please come back next week when the price is doubled to two dollars. The price could double weekly (on Friday of course) until the fifth week where tickets could be “full” price for the movie in question- the same price all other venues were charging all along.
I don’t know if this helps, but hopefully it might (I’ve entered my email address in this form). It would create more goodwill and word of mouth, most likely, and maybe shift some eyeballs to more than just the “blockbuster” releases.
Comment by Doug Stewart -
Market the filmmaker(s) as you would a star athlete. Or better yet, a rock star.
When Radiohead releases a new album, do you give me a long summary of the lyrical content of each song? No, you say, “Radiohead has released a new album.” And then I buy it. (Or insert whatever artist turns you on.)
When I went to a movie last year and saw the teaser for Lady in the Water, I didn’t say to myself, “what will you give me to show up for it?” No way. I said: “A new Shyamalan movie? Here’s my $7.50.”
Most ideas I hear about how to improve movie revenue come down to persuading people to do something they weren’t excited enough to do without some extra enticement (points, free food, fun atmosphere, etc.). But this isn’t what you need. You need people to be excited about seeing the movie.
We’re all so relational now. We respond to personal connections, real or imagined. The movie business needs to concentrate on playing up the people who create the movies—the storytellers—and making us feel we know them and their work.
One of the things that gave me confidence in Superman Returns was the fact that Bryan Singer was doing it. I already knew his work was solid, so I felt pretty good about going to see whatever he did next. How much better still would it have been if the studio had marketed him to me as a person, someone I could connect with, and whose vision and creativity resonated with me?
Identify the people who are creatively driving movies these days, and market the hell out of them as people. Give the consumer someone he can put his moviegoing faith in.
Comment by Ryan Stauffer -
Mark,
I don’t know any significant CEO, who would pose a challenge like that. You rock!
Your main problem today, as I see it, is that I can go to the same theatre every day of the year and they will have no clue I was there, what I saw, whom I saw it with and what I bought. If they had just a tiny bit of info on me they could build a database and predict that I will see anything business related, anything with Al Pacino, anything Italian, nothing scary or girly or blockbusterish etc. They will know that 95% of the time I go with my girlfriend, 80% if the times I go on Fridays and Saturdays, 95% of the time I buy a medium popcorn/coke combo, 75% of the time I go within two weeks of release but rarely on opening night.
What ought to happen was that, without spamming me daily, every time there was say a movie with Al Pacino I would receive an email or message to my cell phone a few days before the weekend, including a few reviews, a trailer and perhaps a discount for a upsized combo. And since I sometimes go on weekdays they could try and entice me (as oppose to someone who only do Fridays) to go midweek (perhaps at a lower price) rather than on a full house Friday. Obviously, with a higher investment you can build more intelligence into the system, segmenting customers and predict their preferences and increase their satisfaction.
So what is needed is something that identifies you every time you buy a ticket. A loyalty card may work but has its limitations. I would suggest payment via cell phones – that way you have instant contact info. And the customer could book right away when they are on the go. You could even allow customers to review by cell phone after the movie for a chance to win a prize and increase knowledge of their preferences.
The studio needs to build the system and offer it for free to the theatres. The studio would get higher ticket sales revenue and have additional upside by being able to more effectively sell other products directly to the customer.
I know little about the industry. Will I get a chance to learn?
Michael M
Comment by Michael M -
As you know, Blu-Ray and HD-DVD have support for network capabilities that can be used to authorize playback. This would typically be used to try and limit the damage from firmware fudges or crypto hacks, but it could be put to more creative uses.
This Friday, Miami Vice will open nationwide in theaters. I should be able to walk in to Blockbuster on Friday and pick it up on high-def disc. Or I should be able to pick it up tomorrow. Or I should have already bought it.
But the deal with new-release discs is that you have to network authorize them. So no matter when I got it, I can’t watch the movie until Friday. My wife and I invite another couple over to watch on Friday night and bam, great entertainment experience.
The disc costs $40. Even after packaging, distribution, and the retailer’s cut, the studios are seeing a higher percentage of this than what they get from the theater chains. And I’m not blowing a lot of my entertainment money on parking, popcorn, and stuff the studios aren’t going to see anyway.
How does this help cut costs? The discs can be sold days or weeks in advance of the release date. Marketing dollars are extremely inefficient right now because the bulk of it is spent trying to build an instant audience for your film in the Monday-Thursday period before it opens. If you have a larger window to market and sell ‘tickets’ to your film, then your MySpace pages and your viral e-mails with YouTube links, and your other less expensive promotional tools are going to be more effective.
More importantly, you are going to significantly increase your ‘box office receipts’. I won’t go near a movie theater after having TV ads in an unbearably high volume blasted at me for 20 straight minutes before a screening of Syriana. But I would definitely buy these new-release discs to have movie parties, or just a date with the wife.
Comment by Corby -
Make the theatre know who I am and what I like. I have yet to see a theatre company make an interactive website where I can log in and see trailers, reviews (aggregated from other websites, don’t try to setup your own – no one will review) or see the movies I have seen in the past. Amazon-ify the movie experience. Then, when that movie finally hits dvd – the website can tell me about it and I get a discount on it (hello Wedding Crashers).
I would also like to be able to invite my friends; punch in their email addresses and have it send an invitation to them to see it with me (maybe put in entry in my online calendar).
The kiosks at Keystone Arts Cinema (Indianapolis) are a good start, I don’t have to deal with some highschool kid trying to figure out which buttons to press. What’s the percentage of movie goers who use the Ticket ATM vs use the people? There’s no intelligence behind those kiosks though, they don’t know which movies I have seen.
The problem with movie theatres is their miniscule level of caring about me as a customer ends at the ticket booth. Is $9 a lot to see a movie? Hell yeah, especially if that movie sucked. Mitigate the suckedness by increasing the overall experience.
I could write all the software for this, btw. I’m a pretty good software engineer and I’m one of your key demographics (i.e. I use MySpace daily, saw A Scanner Darkly, love the bar attached to the theatre). Hit me up. These are just some ideas I thought of the in the last 10 minutes (hence the spewedness of it). I would love to tell you more. This is my real email address.
Comment by Josh J -
to Antonio Howell:
Mark already owns a chain of movie theatres (called Landmark Theatres). He has not yet lowered prices for any of his films. Nor is he likely to.
Comment by futureoffilm -
Give the movie away…
and have advertisers pay for the cost.
people could go to the site and download their vouchers to watch the movie. On the voucher there will be the sponsored advertiser. word would spread so fast and people would come to watch just for the hell of it.. and think about the movie houses who are going to make a butt load of money because now the customer has more money to spend on junk food. it is a win win situation for everyone. and when people download vouchers you are also capturing important demgraphic information for advertisers. i think they do this with TV.
Just give the movie away… and if it is really good then sell the dvd in 6 months at walmart and people will buy it.
when do i start Mark…
Comment by Michael Lopez -
Do you really want us to post the “secret sauce” that will get us a job from you here? Who should I email?
Comment by Joey -
Offer the first 10-15 minutes of the movie for free online or on TV. If the viewer likes what he sees, he’ll go to the theater to watch the rest. Maybe he’ll even drag his friends along. A nice solid chunk of story is more compelling than the random jumble of scenes in a trailer. It also gives the potential customer an accurate sampling of the movie’s plot, characters, dialogue, etc. This method takes advantage of a good movie’s inherent ability to capture someone’s interest and hook them in.
Comment by Ed -
Considering summer is the time period when most folks enjoy going out to the movies, it is also a time when most large sports venues are dark and have sporadic activity. For instance, the American Airlines Center in Dallas. Why not host a large movie night at an indoor sports arena on an off night? Volume will bring the costs down for folks to enter the door. Say 5 bucks. Bring on pre-movie entertainment appropriate to the movie, music, have giveways: movie soundtracks, movie passes, etc. Create a fun atmosphere where folks are sharing the experience of a great movie. Most importantly, if the movie is that good, you could potentially have thousands of folks who witnessed the movie first hand, and experienced all of the surrounding hype, they will spread the good news to others..The Mavs had a lot of success showing the away playoff games on the Jumbotron. Why did people leave the comforts of their own homes to head down to the arena to pay 5 bucks to attend?
Comment by John Smith -
People don’t go to the theater as much because of ticket cost, the price of concessions, etc. People still watch movies though.
Who says that first-run movies have to be shown in theaters? Why can’t they be shown in businesses, in parks, downtown, anywhere where a mass of people can gather together to watch a movie.
Charge the same $7 or whatever it would be at the gate or at the door. The thesis here is: Bring the movie to the mass of people instead of getting the mass of people to come to the theaters.
For example, sell a showing of Superman Returns to a company for an employees-night-out package, where the workers bring their families out for a night of camaraderie.
Market a showing of a movie to a major retailer, allowing them to play the movie in or outside their stores. They can turn around and market it however they’d like.
All your efforts would be spent on marketing toward a handful of companies instead of to the masses. Let them worry about how to get these films to individuals.
Ryan
Comment by Ryan -
Mark,
A SOLUTION TO THE MOVIE PROBLEM:
How about if you owned the theater where the movie was showing. As well as being the producer of the movie. You could control the cost of the ticket better. You would be making a bigger percentage of each dollar so you could charge less to the public. That would attract people since they could still get entertainment and not have to pay as much.
You could develop a movie club system where you get feedback from your community and tailor they movies to their taste.
A type of movie to be shown in New York or Dallas would be different than Iowa or Idaho.
If you built or bought these theaters around they country you could eventually have people seeing Mark Cuban Movies. It would be like a Sam’s Club idea. People paying less for good quality movies and you still make money.
It would require some capital initially but in the long run it would pay off.
Comment by Antonio Howell -
Offer food and drink with waiters(ushers) ,compimentary popcorn ,coffee and soft drinks for a reasonable proce in a cozy setting
Comment by Matt -
You may wish to look at Arthur De Vany’s recent work on financing films – he’s also a serious athlete.
http://www.arthurdevany.com
Comment by Claiborne Booker -
Here’s the general problem with what I think you’re asking, though. All the advertising in the world won’t account for what’s fundamentally a “broken” product. As far as I’m concerned, the product needs to be changed in such a way as to make it more viable. This is technically “marketing”, but not quite in the way I think you’re asking.
Comment by Kurt Mackey -
Good luck getting people to theaters in this day and age where the younger generation has no respect for other people, and if you end up in a showing with the little brats it ruins the whole thing.
As the other commentor mentioned you make films for a demographic that doesn’t go on myspace etc, so that’s kind of a waste of effort to push things in that direction, the older generations (which seems to be your demographic the movies made are aimed at) will need theaters that are basically audits only, how about a free baby sitting service?
That kills 2 birds right there, no kids in the room, and no hassles for people looking for sitters, and it would be cheaper to pay for a few sitters for a room full of parents then you could even charge a premium for the service and make even more money out of it…
Comment by Duane -
Why not make the movies cheaper and then have the movies just sell by simple word of mouth advertising.
“Napoleon Dynamite” was the example I was thinking about.
Comment by Antonio Howell -
It’s very simple – make better movies. Great movies sell themselves.
Comment by Cranky Greg -
The “simple” answer to your movie business challenge is this: take the focus off the movie, put it back on the “night out”. If I were to venture a guess, I’d say that the hardest people to attract to a movie theater are the older than high school dating crowd (including married people on date nights, etc). What attracts those people?
I know what attracts me and my wife, and there’s a theater in the Chicago area that does it (http://www.atriptothemovies.com/). They don’t have the best projectors, the sound is pretty mediocre, and we’re still almost guaranteed to go there on any free night we have. What they *do* have is atmosphere, full food and drink service, and a policy to only allow people over the age of 18 into most shows. We’ll rarely go see a movie that they aren’t offering, and we’ll regularly go see movies we couldn’t give two shits about simply because that’s what they’re showing.
Ripping off Hollywood Boulevard’s entire experience would be a good start, although I firmly believe what they’re doing is only the beginning. The product they offer is enough to get me (a self admitted dirty pirate) to evangelize it to all of my friends, drag my family there when they visit, etc.
I could go into an entire dissertation on what should be done, but the first sentence pretty well covers it.
I’d highly, highly recommend checking that place out next time you’re in the Chicago area to beat up on my poor Bulls.
Comment by Kurt Mackey -
the system is broken. the system is outdated. people don’t want to go “to the movies”. they want the movies to come to them. develop a distribution system that sends the movies directly to the subscribership of your own movie audience. downloadable by advance code only, or to personal dvd players manufactured and marketed by mark cuban. it is the future. it needs to start somewhere. it should start with you. i have details…
zy
Comment by greg w deibert -
Give people a 20% off voucher for buying the movie’s DVD when it comes out if they go see it at the theater. And, use some of my music in one of your movies… 🙂
Comment by Thomas Parker -
Why are you so worried that people will have to pay $8-$12 to come and see your movies? What audience are you targeting anyway? From my viewpoint, you seem to produce movies aimed at a higher income, higher educated marketplace to begin with. The Smartest Guys In The Room, Goodnight Goodluck, Akeeleh and the Bee; These don’t seem like productions appealing to a mass audience. So why are you worried so much about the price? I think marketing is purely a function of paying attention to others and other marketing campaigns and people and seeing and observing intently what they appreciate and what they bite on. Myspace is a great nontraditional marketing thing, but it would be a waste of time even for someone making $10 an hour to put up a myspace page for Goodnight, Goodluck. However, taking that movie across University campuses and sponsoring post film discussions with cast members or experts might really make sense. Or let’s take another arty film that did pretty well that in an industry I’m familiar with, music…….Some Kind of Monster. By contracting with VH1 to show that documentary, I be they made as much money if not more than the theater. Why not take it a step further and do guerrilla marketing for it at music clubs and concerts. Take Enron, The Smartest Guys in the Room. Why not advertise it by showing testimonials from actual employees affected by Enron and their emotional reactions to the movie and how that event impacted their lives? Why not advertise in The Wall Street Journal? Why not market through a socially conscious investment house, like Calvert mutual funds? They are huge, have alot of individual and institutional investors and that movie ties in with what they stand for.
Please don’t take any of this as a disrespectful challenge of your business acumen. I have great respect for what you do and I don’t want a job. I just thought this posting was too sincere and too interesting not to respond to. I only stumbled across your blog because I read the Sports Economist some and find the business of sports fascinating. They have a link to this blog.
I just think you ask the wrong question when it comes to getting people to pay money to see your movies. It’s now how, but who is going to come. There’s where you focus your energies. On the who. The how then should easily present itself to a creative marketing team.
Unless of course your producing Spiderman 3. Then you just throw up a couple of tv commercials and posters and everyone shows up.
Comment by Jayson Bales -
OK, how about movie credit points of some range to qualify for a free season pass or single tickets to the Mavs games or other sporting events or valuable discounts to local businesses in the neighborhood? Also, allowing local business to lease a section of the lobby area to sell their products with huge discounts to the movie watchers?
Comment by Mitchell -
I wont comment for everyone else but I only go to a limited amount of movies at the theatre because of the price. Thats the only reason. I love movies. I watch a ridiculous amount and I buy a good amount of DVD’s also. Its not uncommon for my wife and I to go see a few movies in one evening. The only reason we dont do it more is the money. we are going to spend $20 just to get in the door for one movie and then even more for some drinks. If it didnt cost so damn much we would be going to see alot more. As it is we only go to see what we really cant wait to see.
Comment by Justin -
This is too easy.
1) Make great movies (not the mediocre and awful ones that currently saturate America’s theatres).
2) Marketing? Even easier. Provide free advanced screenings for these great movies to your target demographic group in each city in which the movie is showing, and then wait for the power of Word of Mouth to work its magic.
THE PROBLEM IS THE MOVIES! They suck. Give people something really worth going to, something worth telling their friends about after they see it, and that’s all the marketing you’ll ever need.
So my novel concept can be summed up as follows: Invest your marketing dollars in making films worth seeing.
When do I start?
Comment by Karma614 -
Why not do what the automobile business has done for years. Sell the product (the movie, or cars, whatever) directly to the theaters at a pre-determined price, then have the studios reimburse the theaters on a per ticket sold basis, in the form of a “rebate.” Give the product away to the consumer. Make your money from the “dealer” i.e. the theater. The theater should be your customer, and the theaters customer should be the consumer.
Comment by tom jonker -
This is a problem for which there simply is not a one size fits all approach. People in different demographics have stopped going to the movies for a variety of different reasons, so I’ll attempt to address a few.
I’m going to focus on most of the reasons that my wife and I don’t go to the movies all that often, followed by a few detailing why our parents don’t go as well. BTW, this hasn’t just started – we haven’t gone to the movies as frequently since we were in our mid 20’s (we’re both now 33), and it has tapered off as time has gone on. What’s interesting is that we used to go quite a bit (when we were between 15 and 24), but our movie-going excursions have slowed to a crawl over the past 9 years, though some of the reasons for this semi-boycott have changed with our age. I’ll attempt address a few of those in this space. I’m also pretty sure that the reasons are different across the USA and some of them are seasonal as well. So, think of this as a northeastern US tirade about what’s wrong with going to the movies today.
1. Movie theater experience is wildly inconsistent. This is true from the size of the screen (i.e. 35 to 70mm) to the sound quality and excessive volume of the theater you are sitting in. You name it, it’s inconsistent. And this is true across franchises (i.e., two AMC theaters in my town are vastly different) as well as the theaters within the complex itself! Not to mention the cleanliness of the theater itself. Why should I pay $20 (plus the high price of concessions) to see a movie with my wife if I’m going to step on a sticky floor on the way in? Would you eat in a restaurant with a dirty floor? And when that happens, and you complain to someone about it, what’s your recourse? Not much, really, other than an apology; in other words, it’s almost expected of the audience to deal with these types of conditions. There is probably more than one way to fix this (see next paragraph for one idea). What if theaters offered optional noise-cancelling headphones (with volume control) for rent for an additional fee? This is just one example of an amenity to offer.
I think one of the biggest causes of all of this is that most theaters seem to be large chains that have employee #45635 managing “the store”, and he/she just doesn’t care because they’re there to collect a paycheck. The interest/incentive is largely gone. So, what if AMC franchised their brand? In other words, I could franchise with AMC, and I would have a vested interest in making sure that the customers in my location are satisfied because it’s now my business. I want to make sure that my employees are happy, my theaters are clean, they’re packed, and I’m making money.
The point of this is that I can watch a new release DVD, PPV event/movie, or movie on HBO on my 60″ HDTV with kick-ass home theater sound in a familiar (and consistent) environment, and not pay $20 (plus the candy tax) for the privilege. Going to the movies should be better than that, but it’s just currently not, at least not in the minds of many people.
2. Babysitting issues. When my in-laws are around, they’re always offering to baby-sit so my wife and I can go out. My parents rarely do this, and finding babysitting is an issue for many, many people. What if theaters offer a 2.5 hour daycare/playground/”romper room” type of program. Even the gym we belong to offers this luxury. You could buy the “deluxe” ticket for the movie and maybe pay an additional $5 per ticket for this, per child. Of course, some of the cost of this would probably have to be subsidized by the concession sales, but that would be one way to get more adults with children out to the movies. You could also offer more showings for marquee movies during the middle of the day to early evening (i.e., 4:30, 4:45, 5:00, 5:15, 5:30, etc.). Parents would get a pager (like they give out in restaurants when you’re waiting for your table) in case there’s a problem and the staff can easily notify you. But, really, this can happen when you have a babysitter at home as well, so there’s not a whole lot different.
3. The motion-picture advertising is annoying and bordering on pointless. Every time I go to a movie these days, I see commercials for what? Moviefone and Coca-Cola (while I sip my Sprite). I don’t need to see this! I’m already at the movies (and didn’t get shut out at the box office) and I’ve already bought my Coca-Cola product. This is just annoying and I’m wasting 5 minutes. But what if the ads were a bit of a sweepstakes. You know, like “here’s a code, enter it online when you go home, and enter to win [INSERT PRIZE HERE].” Not a bad way to advertise, and it would create brand recognition much faster. Of course, this is only one idea, but you get the picture (no pun intended).
4. Amenities such as cup holders in the seats, stadium seating, and reclining chairs should be the norm, not the exception. Make the theater a special place to go again. This is somewhat along the lines of #1, but this one is more about the ambience of the theater itself. Again, we need theater managers (or better, owners) who care about their business.
5. Cut the cost of concessions just a little bit. $4 for a bottle of water is out of control. $5 for popcorn is even crazier. I’m not opposed to the theaters making money at all, but if I were to go to the movies (non-matinee) with my family of 4, I’m paying $35 to $40 just to get in. By the time I get the concessions, I’m out another $20 or $30, easily. This is just absurd, the profit margin is huge, and it’s driving customers away. So, if I can rent a movie for $5 at Hollywood video, watch it on my state of the art home theater, I’ve just saved anywhere from $50 to $65. Fortunately, I make a good living and I can afford going to the movies. But even for me, I think about this cost. If it makes me think, I wonder about all of those who work at an hourly wage and would rather save money by going to the park instead of the matinee. This brings me to #6…..
6. My parents and in-laws don’t go to the movies primarily because of cost. They’re not quite senior citizens, so they don’t get a discount. They can’t make it to the early matinees because they’re both working (at their own small business). So, they’d pay full price for a ticket, and pay high prices for concessions. Now, they realize that prices have inflated since the 1950’s and 1960’s, but movie theater pricing has soared out of control. I frequently hear my dad refer to the 5 cent slice of pizza. Of course pizza has inflated too, but you can still grab a slice of pizza for $1 or $1.25 in some places. Movie tickets and concessions are just too high, and many people have a hard time justifying this cost.
Comment by RB -
When looking at the problem of movie marketing there is no one-shot silver bullet that will change the industry overall. Sorry, but if anyone would promise that you’d be one hell of a sucker offering them a job.
Now let’s look at why I believe is the chain of events. It starts with the product. Most movies coming to the market stink. Ok, we all know that bear with me. What makes this worse is that through their strangehold on the distribution pipe studios who bring out the big sure-fire winners also stuff their loser projects into the distribution, which pushes out a more balanced selection, which in turn drives away lots of people.
1. In order for the industry to change overall, the distribution system would need to be made a more level playing field. Ok, not a marketing idea per se, but certainly a big shifter if pulled off.
For a more convcentional, marketing approach I would offer the following.
When people go out to see a movie, it is a conscious choice to forego other, competing offers of entertainment for several hours of their life. It’s not just two hours of one film, there is a whole chain of things you need to go through (or endure for some people) to pull it off. For some people, it seems, this has become to much of a threshold in invested time and money compared to the competing forms of entertainment (veging out with a DVD say).
So, the marketing of the theatre experience needs to focus on the whole experience, not just the individual movie.
First, like you mentioned in your latest post, I’d segment. Make venues for teens, adults, and probably blockbuster entertainment and the more cinematic crowd.
Then that whole experience needs to be promoted as a complete night out, that stands out as an affordable package overall. I’d include those activities with the movie ticket, so discounts on restaurants or bars, which can’t be just generic places for everyone but would need to cater to the forementioned segement. So, fast foody, cheap places for families with kids, and more exclusive places for the art house crowd.
This could create a whole set of different movie-night brands for their specific audiences. Not just one bland multiplex.
You could also make these places like clubs. So, I join the Art House club, and that will give me discounts or early screenings, prize draws for signed DVDs or scripts or whatever excites me at my specific theatre brand.
So, my advice would be two-fold, lobby with whatever peer organisation exists to see what can be done about distribution for a long-run approach.
Create theatre brands around their audience with participating secondary venues (like bars, restaurants or arcades) in the immediate area. For the cheapers brands probably right in the venue itself, for the more upscale or artsy brands not in the venue to preserve the atmosphere of individual and exclusive service.
Comment by Axel Toelke -
Don’t waste your time. Going to the movies sucks. Too much hassle. No amount of gimmicks will reduce this suckage.
Once theatres ruled. Now they compete with too many alternative sources for entertainment. Its a lost cause.
Comment by Mark Turner -
Why are people attracted to the movies over other forms of entertainment? You can also ask why do people go to a night spot and spend $6 on a Budlight they can get at a dive bar for $2 or buy a 6 pack to take home for $10?
People go to the movies and spend the money for the same reasons they go to those nicer nightspots.
1. Makes you feel special.
2. Everything tastes, looks, and sounds better when you are in a better environment.
3. Makes you feel special.
Bars for the most part do not spend millions of dollars to make themselves attractive to highend customers. They focus on presentation, customer service, and making the customer feel special. A customer spends $250 for a bottle of vodka worth $25 dollars because of all the little things that go with it not just to get a bottle of vodka.
Movie theatres do not need to spend the vast dollars required to make themselves as grand as theatres in the past. They need to realize they are competing with putt putt golf, comedy clubs, and Dave and Busters as much as DVDs.
There needs to be a cultural change in the management and presentation of the theatres. Attention to detail is vital and really not expensive.
1. Make sure the place is clean and everything works. Improved cleanliness and maintenance is huge.
2. Much better customer service.
3. Consider VIP options for higher prices like box seats, special customer service in regular theatres.
4. Special first class theatres and accommodations including the best of the best A/V technology, seating, service, etc. For a higher price or through earned points.
5. Make an actual members club special that will attract your largest demographics.
6. External and internal design and decor improvements that are more attractive but are superficial and easily upgradable and changeable with the times.
7. Local marketing campaigns that pull all of the changes into a brandable effort to make the movies an experience worth having.
Comment by Michael Lee -
Going off the currency idea, Customers can use the ticket stub to purchase the DVD version of the movie at a discounted price. Rather than paying twice for the same movie you just watched, customers can use the price of admission to pay for a portion of the cost of owning the DVD.
Comment by Edward Chan -
First up, don’t want a job (have a pretty good one already, I run slingshot studios – an Arts Alliance backed company and the UK equivalent to HDNet Movies + Magnolia).
But am grateful for your challenge as it crystalises the problems we have been grappling with as we gear up to release our first movies next year.
Here’s how we think about it:
FIRSTLY: that going forward the marketing of niche films is going to have to be a lot LESS about undifferentiated media buying and a lot MORE about a long term, direct mutually consensual two way relationship between creative talent and their core audience.
SECONDLY: that at the key of this two way relationship is a recognition that a successful film’s function is to fulfil profound psychological needs for its audience, and it is only through an understanding of the specific emotional needs that the communication can be meaningful.
THIRDLY: that Web 2.0, analytically driven CRM and associated technologies enable this direct relationship between producer/film-maker and audience more effectively across a wide number of people, then has previously been possible.
OK, now let me anticipate some objections and critiques.
First, yes, our focus is on niche films, not block-busters. But I think that is the more interesting place to start this thinking.
Marquee marketing, by very definition, is going to be expensive. The expensive bit of marketing is when you can’t target because you don’t know who your audience is so you have to let them self-select.
The challenge therefore is effective targeting of an audience group that cares about what you have to sell.
With effective targeting, you don’t need huge spend because (a) you know Now that’s easy (as you admit) for the 10% of movies with a clear special interest group large enough to matter and congregated enough to be easy to reach through focvused media and grass-roots activities. (e.g. christians for THE PASSION OF THE CHRIST).
But how does one effectively target for movies that don’t have such a specific niche to serve?
I think that’s where the second leg of my hypothesis comes in. That the core motivation for seeing movies is an emotional one.
Everyone knows this is true, from their personal experience, but despite that knowledge, most movie campaigns target demographic groups rather than socio-psychological ones.
Why? Because psychological segmentation and targeting is hard. And messy. And heavily analytical. And the people who like hard, heavily analystical, messy work tend not to live in the marketing departments of movie companies.
Where do they live? We’re finding them in the pollsters who work for political groups; in the folk who shift high end consumer goods (automobile) and in the people who do the fan base management work for sports teams and other long-run fan groups.
Once you can target socio-psychollogically, then the size of niche is no longer limited by the size of the lifestyle group (bird watchers, skateboarders) but instead by the size of the niche for whom the emotional need that the movie fulfils is an important one (generally much larger).
And that’s where the final leg of our hypothesis comes in. Its not enough to be able to identify these people, you need to be able to manage a releationship with them over a long period of time. Not just the 12 weeks before your film opens, but the 12 months from the day it goes into pre-production, till the day it comes out. And you have to do that cost-effectively, which was impossible pre the internet, but it beginning to become more possible now.
That’s not the whole of it, of course, one still needs decent movies and good venues to see them in (and I like a lot of what I have read about theatrical experience here) but its a start.
Lets see. Our first film shoots in 3 weeks. Its marketing starts in 2 weeks. Watch our blog for how we do in reducing that cost per audience acquisition…
best, Arvind
Comment by Arvind Ethan David -
Mark,
Why spend your money and time on trying to drive or pull 5 million people to theaters, push your content to the medium where those 5 million people can access the content with little effort. Then you are working to meet their needs versus them being pulled to meet your needs.
Currently, your approach is tied to the hopes of changing peoples behavior or habits, very difficult and expensive to do my friend on a mass market scale (ask John Kerry). Find out how people are currently consuming entertainment content and create a economic model for that medium and people will come to you.
Comment by Keith White -
How about giving a DVD of the movie away with every ticket from the first weekend showing?
Or an on-going contest to win a free movie pass good for a year with the purchase of a ticket? Or a contest to show a private screening of the movie of the winner’s choice?
Bottom line, I think theatres, yellow pages, and printed TV Guide will eventually go the way of the dodo (although I’ve been saying this for years now…and it hasn’t happened yet). I really want to watch movies at home…I don’t care to mess with annoying people, expensive food, crummy seat selection, and waiting 30 minutes for the damn film to actually commence.
Comment by Jeff Hunsaker -
Four Eyed Monsters was the best indie movie i saw this year. these two film makers are incredibaly talented, and have built an audience that would rival some bands, with just myspace alone. i would defentaly recomend you bringing there film to your theaters. i would be a breath of fresh air that is sorely needed.
Comment by peter -
Set up a stock market to finance movies.
Rather then having to make an extremely risky bet on 1 movie, investors could diversify away that risk by investing in an entire portfolio of movies. This would bring liquidity into the movie investment market, allow studios to hedge their bets, and provide the industry with information on which movies the market thinks will be profitable.
Comment by Alex -
In-theater pre-movie versions of “American Idol” type contests, using YouTube-style content: music, video shorts, etc. Could have several tracks or themes. Theater audience votes by cell phone. Might actually become a more compelling reason to go to the theater than the movie.
Comment by Steve Hargadon -
Make them think! Movies in the past offered an experience that could be had no where else. Now people are accustomed to interactivity and their comfy home theatres. So the question becomes how to make the experience unique again?
Put a deciferable code or riddle in the movie that leads one to a prize of substantive value. Michael Stadther did this with his children’s book “A Treasure Trove” with great success. It took several months for people to find the objects, and the book became a bestseller.
This would create the things you are looking for in a movie opening: a buzz, an urgency to see the film, and a reason to see multiple times.
You would be talking about it after the film more than the “yeah, it was good” usual after movie chat. People respond to unresolved questions. They can’t get stop thinking about it until their mind resolves it in some way. I believe people want to think, not be given random prizes. DON’T MAKE IT EASY! This engages them in the expeience even deeper than just a emotional connection to the film. Movies like Da Vinci Code and Pirates of the Caribbean were taylor made for this kind of promotion – but their success also shows how close people relate to these ideas. Go Mavs!
Comment by eirkt19 -
There are major factors for me not going to the movies as much:
1) Rude people. Theaters need to invest in a few “secret viewers” that are bouncers. Talking on a cellphone should be an immediate expulsion, whereas ringing and turning it off is excusable–people forget. Disruptive talkers should be warned once in a normal way, like “Shhhh.” That way, everyone could do it when you don’t know if they’ll bounce you.
2) Too many movies. I remember when there were less movies to choose from, they were more likely to make money due to “held over by popular demand!” Plus, they throw all of the contenders together in the same week. That forces people to choose.
3) Bad theater locations. I live on the East Coast. 90% of theaters are in (or quickly become) crime-ridden locations. There has to be a correlation.
Comment by Robb -
Cost seems to be the biggest issue with going to the movies. AMC and Dickenson seem to make a killing everytime i go. I’m not sure what kind of cut AMC gets from the movie maker but I think they make most of their money on concessions. Pop, Candy, and Popcorn have gotten out of control you almost have to get a loan just to have a snack at the movies. It has forced me to get my snacks at the store and sneak them in. Maybe the big stars of the movies like. Tom Cruise, Mel Gibson, Tom Hanks you know the big stars could pool their money and make a smaller chain of theaters that don’t rely on Popcorn to pay the rent. I mean really do ya need 24 screens? I think not. Price is the issue. Until someone comes up with a place that doesn’t charge $15.00 for a tub of popcorn the size of a compact car people will continue to avoid the theaters and just wait for the DVD or HBO to show it. Also how fancy does the theater need to be, it’s dark in there. Sure make it comfortable but do ya need 1000 reclineing chairs. We need to make a different and fun atmosphere. Allow people to bring in McDonalds and sit at a table and eat while they watch the movie. I don’t know all this has probably already been said i didn’t read the other bazillon comments. Thank you for your time.
Comment by Matthew Eplee -
well… i recently heard about what you were asking and decided to follow up on this. these are my thoughts
first off… i know certain companies will pay big big money to get their products or items into movies or tv, why not in their request of the movies or tv stations using their products make them promote the movie or tv show in turn of them getting their pizza, or drink, or furniture on the movie… for example, ikea says ok i will donate and give you an x amount to put these room furnishings into your room, so that people when they see it will want it…. so in return (along w/ them already giving you the products to furnish the movie set, and giving you money to promote their products) it is their responsibility to also promote the movie. it will benefit them too. lets get more specific. ok lets take a random general teen movie. the teen character in it has a razor cell phone by cinuglar, a house furnished by ikea, a car donated from honda, and clothes by american eagle. all of these items will be showed in the movie, trailer, or posters maybe… but they will most likly give you money to put these into the movies or they will ask or offer for them to be used w/in the movies so that their products get exposure. your most likly getting money to put these into the movies, or you are getting things donated so that is less money having to spend on the set of the movie. so you say.. in return of us using your cell phone in the movie you send out a national text message to those that except advertisements to go see the movie or adveritse it in some way, for the house in the movie furnished by ikea, you say ok, put up posters in your store to advertise the movie or give a flyer to each customer that checks out that they can get the stuff seen in that movie @ their store, you tell the car company honda that their car can be used in the movie if they will promote in some way, like tickets to the movie if they come in for a test drive or to the premire or something. for the clothes donated by american eagle, advertisements that expose the movie on their catalogs, window displays or any other type of marketing means that they use. all companies already advertise their products why not have them promote the movie while promoting their products also. (i did not use any of these products for a reason, just for example)
i see it as, you need to use the outlets available to you. if they want you to use their products, then make them do some of the leg work of promoting or get something else in return…. basically thats what the movies are doing for them, its getting their products exposure and on the market. if there are people wanting to give you products or wanting to pay you to use their products then incorporate them marketing the movie also.
on a further note…
we all know actors and actresses are well compensated for their time well spent on and off set in filming a movie. the movie company should make them, in their contract, promote the movie. like radio show tours, late night and early morning shows, the entertainment shows, and various other media outlets. i know most actors and actresses already do this because i hear it and see it all the time on radio and tv, but make it necessary or offer a bonus for them to promote. celebrities are a great marketing ploy which i know you already know. it happens all the time and im not quite sure how all that works but i just wanted to bring that up also.
best of luck!
Comment by Kelli Townsend -
Could I suggest that you take a look at the practices of the Utopia cinema group here in Luxembourg (http://www.utopolis.lu). According to their annual report, in 2005 they sold 3,480,517 tickets, and this in a country with about 350,000 inhabitants.
Everyone here goes to the cinema – you always bump into half a dozen people that you know. It’s a fairly civilised experience, with several good restaurants, either in the big multiplex or just along the road from the smaller cinema which shows the less mainstream films.
The big multiplex was built about ten years ago, and has 10 screens with between 120 and 500 seats each. They all have THX sound systems.
The cost of an evening at the cinema is probably not a big issue here – Luxembourg has the highest per capita income of any country in the world – but people are fussy about the quality of the experience: food, projection equipment, sound and the general sense of a pleasant evening out are what keep people going to the cinema here.
I think it’s fair to offer this as an example of what can be done.
Comment by John Allen -
.
Give each person who buys a movie ticket a scratch off lottery ticket when they leave the theatre.
tt
Comment by tiptoe -
Open Challenge:
How to market movies in a completely different way, without spending 1,2, or 3 times the initial revenue received opening weekend?
With every good idea comes incentives.
Spending any amount of money to see a movie is unavoidable. The movie chains will charge what they think is a reasonable price. Reasonable prices to then depends on the market they are in, and how much they think is reasonable to charge a guest to get them to go to a theater Speaking from some experience I work at a movie theater in North Dallas. A ticket to ranges from $5.50 to $7.75 depending on the day and time you see a movie. We also have an IMAX theater where a ticket ranges from $9 to $11 dollars. Not speaking for the movie company I work for but i think that is reasonable. We have a few issues on getting people to come see a movie. We do some things different to try to promote movies than some of the other competing movie theater chains in the area. Some theaters will simply just put up a poster to say that a particular movie is playing or going to play at that theater Some add on with movie standees to promote the movie. Other things include give-aways (ie: key chain, mini posters, hats, shirts among others). At our theater we also receive t-shirts for the employees to wear while working. Now I know that some if not all of the cost of producing the shirts come from the production company itself. But what I like is that the movie theater chain that I work for challenges every theater to come up with any ways that they can promote certain movies. In fact I feal that we are encouraged to try to come up with ways to promote every movie. And as you know with every good idea comes incentives. There are also certain movie chains that give incentives for a good original ideas on promoting their movies.
Here are some ideas on what we do to promote a movie:
Lobby displays (The bigger the better. An eye-catcher)
Mini posters tiled on the walls in parts of the theater
Paint the entrance glass windows
Paint over old standees to make original new ones to tie into the movie we are promoting
Decorate hallways (Even if they are not seeing your movie then it catches their eye to see your movie)
On some occasions we have dressed in costumes to promote a movie.
My basic idea is that let the movie theaters promote your movie for you. Because it is their goal to get people to come to the movies. You would have to spend less money on any other costly promotion. You can cut down on advertising on television, newspaper, and any other costly advertising. You can still use less costly advertising such as Myspace and Company websites. Now that we in the digital ages, when you make a movie trailer get movie theater chains to play it on there own web pages. At the least get them to put a flash or non-flash banner on their home pages. Let the theaters do the promoting for you it will cost you less money and worries. They want the business as much as you. And they will spend there own money to do it. Get in good relationships with the theater chains and you will get come free advertising. There also may be away to get some money up front before the movie comes out, if you can charge the movie guest directly with a pass to see the movie. The movie theaters may like that since they get most of there money in concessions anyway, and not on the ticket sales.
Just a few ideas
Comment by Jonathan Jenkins -
Why did so many people respond to THIS challenge? It’s interesting, it might make a small difference in the world, and we get to compare our thoughts v others. But that’s not it. The real reason is the chance to learn from Mark Cuban and the project, not just in a one day meet and greet, but over an extended time, through a job. How can this concept be applied to your movie business challenge? Just like there is a wall between billionaires like Mark and us, there is too a wall between movie stars and their audience. Give the audience a real chance to break down that wall, to meet the stars of their dreams. They make millions from us, certainly they could spare some of their time and attention to interact with their adoring audience. Want to learn how to act from your favorite star? How about just a phone call? How about a date with a movie star?
Well, if you sell tickets through a unique link, then the top 5 people will get the chance to fulfill their dreams.
Nick
Comment by Nick Thorsch -
Well, I was waiting to be response #1000 – not too often you see comments run into those sort of numbers. I’d love to read everyone’s comments here, but I just can’t bring myself to do it. Maybe before I die…
… I already commented about this earlier on my blog and I think you might find the comments useful in your efforts (see my article “A Few Free Ideas for Movie Theater Owners” at http://www.salberg.org/2006/07/11/a-few-free-ideas-for-movie-theater-owners/) .
However, after reading some of the comments here, I like the idea of social networking to push a film. A code could be printed out on the movie ticket for participating theaters which would allow the ticket holder to congregate “invites” (similar to Gmail’s limited invites) which they could, in turn, email out to folks who would received heavily discounted ticket purchases (like half-price). Caveats would be they that they have to be purchased online (keeping theater costs down by not encouraging dealing with people at the ticket counter) and that they would be “delayed” in that they couldn’t be used the same day (at the least) – or more perhaps like a week or two in the future. It might help give movies a bit of staying power, and the more frequent movie goer who collects his ticket stubs could also earn points toward purchases of the DVD when released. In fact, better would be that if he earned enough points through a particular studio (20th Century Fox, for example), he could go online and have a DVD of his choice sent to him – for free. He’d have to see like 20 movies from this studio – plus send invites that were actually used.
Comment by Lawrence Salberg -
You and I both know that this is a bull shit challenge. I have spent most of my entire career in the exhibition industry and if the movie is right the audience shows up no matter how much was spent on advertising and if it sucks they don’t show up or you have a 60% or 70% drop in attendance after the first week, because you suckered the sheep in on good marketing and word of mouth killed it.
Price doesn’t matter either the same people that bitch about the cost of tickets and concessions are also spending $50 or $60 bucks a month on cable TV and even more on DVD purchases or rentals each month not to mention the cost of their home theater and the food they had to buy to create their large couch potato asses.
What it comes down to is this; most people are sheep. They will and want to do whatever the other sheep that look and act like them want to do.
Your idea on having venues to attract specific demographics is not bad except the cost of constructing those venues and getting existing exhibition companies to follow suit. Right now it costs about $800k per screen to build a decent theater. Are you going to build those theaters? If so, in which markets that are underserved? Right now all markets are overserved there are more screens than needed already out there!
Landmark theaters barely drives enough attendance to even make a blip on Hollywood’s radar and the same goes for the so called dinner theaters.
Mega-plexes drive the industry and always have since thier inception. The problem is and always will be that in todays society no one respects themselves or one another to allow everyone to enjoy the show. And that is why home theater has become a booming business, but has that hurt exhibition… hell no!
Most exhibition companies continue to see increased attendance at their locations unless hollywood has a bad year like last year or another theater chain builds right on top of another and so on. But even with the bad year look how much money was made! For exhibition companies it is all about location and quality of the product. Maybe quality is not the best word… making movies that the average joe wants to see.
The whole idea of this challenge is stupid and really kind of whiny on your part. “I don’t want to spend money promoting my movie” why is that? Probably becuase it sucks. Movies are not sandwiches they are art; they change peoples perceptions of the world they entertain and they are not one of lifes necessities.
Different types of movies attract different audiences that need different types of marketing to reach and cost different amounts of money to make or promote properly; there is no magic bullet.
I don’t necessarily want the job but I am interested in finding solutions to the problems that are hurting this industry. I have been a part of the digital sound revolution which took forever. I am currently experiencing the digital content revolution which is also taking forever; and also by the way the average movie goer is oblivious too and does not seem to care about at all. Unless of course it is some star wars geek or lord of the rings loser, then it matters.
Think about this… when the release window from first run to dollar house and dollar house to video was longer the movies made more at the box office and the excitement of the video release was even greater because people had to wait. It is human nature, if you have to wait for it you think it is better. But no one has the patience, the studios want the money now, they are not interested in building a movie franchise anymore. Just throw it against the wall and see if it sticks! And apparently now we want to distribute crap without having to pay as much to advertise it.
If you want to change the industry in which you are barely a player in; then you are going to have to think about all of its needs not just marketing. And stop whining about the cost of marketing! If you make a decent movie the cost becomes a lot less important.
Hope you find your miracle cure to sell crap to people without costing you as much. Since I am in the crap business I am sure I will benefit someway as well.
Signed,
Full time Theatre Manager
Comment by Theatre Manager -
I’d agree with those that suggest giving away the first ten minutes of the movie as a “teaser” of sorts. Get people involved with the characters and they’ll inevitably want to know how the story progresses.
But I’d suggest going further than that; Make those ten minutes the central part of an advertising campaign. Take those first ten minutes and;
– Post DVDs in direct-mail style advertising to people’s houses. Pick up your mail and, instead of just throwing out all the junk, find the first part of a new release movie. Contrary to popular belief, most people don’t watch video on their computers, they watch it on their TV. Bring the experience to their TV.
– Allow people to download and redistribute it. I know this may seem like a copyright-induced headache, but there’s nothing more frustrating that “…buffering…”, followed by a stuttery ten minute clip with scratchy audio. Let them download it, then share it with friends. Don’t try and control their conversations, if they’re fans then all will go well (and if they’re not fans then they’ll just ignore you.).
– Buy ten minute TV spots, before or after prime time shows.
– Have the clip played immediately after a related movie in the cinema – and I mean immediately. Have the cinema split screen the credits of the previous movie, if they must.
– Loop the clip on big screens in public places, bars, etc.
These are just a few ideas. Remember; a good movie is your greatest asset, and you can leverage the movie itself to build an interest in your audience. As soon as people become connected to your story and the characters, they’re one step closer to being paying customers.
Oh, and public perception of your movies may actually improve, since everyone seeing the movie will have some idea of what it’s like beforehand. No more mismarketed movies means no more scathing backlash.
Good luck!
Comment by Sean Cohen -
Tell me again why you want the cinema step? For the price of going to the movie for my wife and I we can PURCHASE the dvd. One off cost, watch when we want. If big ticket movies went direct to DVD I would be picking them up on release day. Have movie rental places handing out free preview disks and keep the marketing going. Do not fill up dvds with anti piracy or ads or any of the junk. All it does it makes a pirated version look like a better option.
Some cinemas would survive based on the “cinema” experience. Most wouldn’t because people dont WANT the cinema experience (ie loud annoying people, sticky floors and a poor quality scraty picture).
Comment by Trav -
Its simple Mark. You create gangs across the country/world for certain types of movies (action, drama, bios). Those gangs become popular, people want to become part of them b/c its the cool thing to do. (they do everything from critisism to marketing the merchandsise) Just think Harry Potter, there was a “gang” thing goin on. Then when the movie comes out the “whole” crew goes and sees it. (millions of people) Very hard to explain, but your a smart guy, figure it out. Now whats my salary going to be?
Comment by Steve -
geez, mark. i don’t know.
how about a reward card system?
case in point,
awhile back, ferre’s in uptown sent me a package that included two tickets to magnolia
and a meal. it worked. my girlfriend
and i had a nice meal and saw
the peacefull warrior.
how about expanding upon that concept?
i would reimburse the customer,
not the refer. men’s warehouse has such
a reward card.
basically, you want me going to the reward
card web site before friday night festivities.
currently, guidelive.com is my only choice
for specifics about dallas, which i read
regularly.
i see cubancard.com is for sale.
-john
Comment by John Scott -
Subsidize movie hopping.
Sure this won’t revolutionize the movie industry, but bored college students are perfectly willing to spend an entire day in a theatre, and often do. We would be willing to pay a reduced cost for subsequent tickets.
Or perhaps an “all-day” ticketing system. Ask hoppers to pay $18-20 for a ticket (preferably about $.50 less than the cost of 2 tickets) and go to as many movies as they want, all day (no in-out privileges). The longer the hoppers, the more we spend on concessions. You can mark the tickets on the way into the theatre to keep track of who sees what and thus disseminate money to the right people.
This can also solve the dilemma of moviegoers who want to see two different great movies, but can’t decide which to see.
Comment by Dean -
Why don’t you offer a free ringtone or music download with each movie ticket purchased.
Comment by Julie Burkhart -
You need to change the way you think about the problem. If your goal is to “get people in the theater,” good luck! Consumers have far too many entertainment choices today – including being entertained by in-home, DVD-equipped, TIVO’d HD TVs. The theater experience isn’t nearly as unique as it once was. Throw in the overly-busy-with-work-and-kid soccer-game parents, and it’s not a far stretch to understand why attendance is declining.
If I were in the movie-making business, my ultimate goal would be to make great movies and profit by distributing to the public using efficient strategies. If I could not determine how to get customers to theaters to view my product (which a lot of smart people can’t figure out), then I’d work on strategies to get my product to customers.
Stop thinking under the foundational assumption that movie marketing is the problem. The problem is the necessity for customers to go to movie theaters to consume the product.
Comment by Fast Follower -
Advertising does work to get people to the theatre, but where can you place ads that get seen and are cost effective? I spend a lot of time on airplanes and so did 660 million passengers last year in the U.S. A lot of these planes have no entertainment, so there’s a lot of time spent looking at the back of the seat in front of you. Why not put movie ads on the back of the tray tables and on the front. When the trays are up, there’s an ad in front of the 660 million passengers’ face, and when they put their tray down there’s another ad they have to look at. And every passenger spends a lot of time standing in the jetway waiting to board with only the back of the person in front of him to look at. How about ads in the jetways? The airlines certainly are looking to increase their revenue in any way possible, so it might be a cost effective way to reach about 2 million people every day.
Comment by steve walter -
You have it backwards.
Give me something in the theater that I can’t get at home.
I’m not talking abut the “movie theater experience.” (I can rent a DVD via NetFlix for about 75 cents when all is said and done…the “moveigoing experience” is not worth the extra $49.25 to me.) I’m speaking LITERALLY.
You (the movie industry) has it backwards.
How many times have you heard somebody say, after watching a kick-ass full-length trailer in the theater, “WOW! That looks GREAT! I’ma hafta rent that!”
Why? Because they are out ONLY the “movie theater experience” by waiting for a couple of months. With the shrinking window between movie theater release and DVD release, combined with the insane amount of “extra” material that the DVD releases now contain, the tendancy toward “I’ma hafta rent that” is even greater. Think about it…if you WAIT and DON’T buy a ticket to see the movie in the theater, the movie gets MORE appealing, content-wise!
Make it so that they DO miss something by waiting. (NOT just the eperience…I repeat…the “experience” is NOT worth $49.25!) Make so that the theater-released version of the film holds more value than the DVD release. That is, make it a sense of urgency that one MUST see this in the theater, because that’s the ONLY place they’ll see it. This will require some creative packaging / content management, etc. But think about it…as-is, the process is backwards. If it’s full-price movie tickets that you want to sell, why do you practically GIVE AWAY all of your premium content via extremely low-priced DVD’s 2 months later…?
I’m not sayin’, I’m just sayin’…
Comment by Tim Borbely -
I guess this will be short and sweet….
1. During the previews, let the audience vote (on slips of paper) which movies they want at their local multiplexes (ditto for voting on any suggestions you garner from this blog).
2. Have headphone jacks available to those that want to hear the movie, without the intrusive, interactions from other patrons. This would be especially handy with children’s movies.
3. Get Kevin Garnett (ooops, sorry that last one was for me)
Hope this helps…
Shane
Comment by Shane -
Dear Mark Cuban,
My idea is on opening Wk-end Movie Tickets become Raffle Tickets.Fri-Sun
The possibilities are surmountable.I would love to have the job of making the masses of peoples trip to the Theater worth it.
Comment by Linda Ellis -
If you look at the core moviegoers, who regulary see one to two movies a month, and then break them down into 3 groups; under 14, 15 to 25, and then 26 and above. The first group – under 14 – will go see the same movie multiple times because they will attend with different sets of friends. My 11 year old has seen Monster House three times with three different friends because the social interaction was more important than the movie chosen. The second group – 15 to 25 – spends an inordinate amount of time coordinating with their friends to gather up a group to attend whichever movie the group chose, and usually will change the movie because by the time they get the group together, they have missed the start time. The last group – 26 and above- will attend a movie that might not be their first choice if in fact they were invited by a friend or couple to attend a movie with them. Once again, the need for social interaction supercedes the desire to see a specific movie. With all this in mind, if a website was created where people can register and as their friends register they would be linked together in a group list, so that if my wife and I wanted to see a movie either later on that day or in the future, I would choose the theater, movie and time and then I could choose to open it up to my group list with an open invitation for however many people would like to join me, either just another couple or if I wanted to get a group together. I can then choose if it is an open invitation to my group or just specific people. They in turn would receive a text message or an email notification that there is an invite waiting for them. The same with the second group -15 to 25- in that they can have open invitations or just a select group, this of course could be tied in with their myspace, facebook, etc. With the younger group, they can be tied with the parents if the parents are wanting to see a movie and are willing to take their children with their friends or with another couple with children they can coordinate the movies by the invitations. People can also just leave an open invite to a list of movies that they want to see and when someone else in their group wants to see it they would link up. There are many times where the husband wants to see a different movie then the wife and instead of having to compromise every time they can find other couples who want to do the same thing. Added incentives can be done if they purchase their tickets as a group via a Fandago web site, in that if they have a group of 4 or more they get $.50 off per ticket, 6 or more $.75 off etc. Also, as people register and answer specific questions about their movie tastes, specific incentives can be sent to them encouraging attendance. So if a new horror movie is coming out, a person may receive an incentive that if they can get 4 or more people together from their list, then they will each get $1.00 off. Once critical mass is reached on the web site the variations are infinite, as well as, indicators can be correlated by how many members set up invites for opening day movies to how well the movie will do. This can especially help if smaller independent films are what some people desire but are unaware when they are released and how far away the theater is that is playing it. Because we are in the suburbs, and do not have the boutique theaters, we missed the run of Thank you for smoking and Brick, to name a couple of movies we wanted to see in the theater but missed it. The website could have easily informed us of the time, the theater and who on our list wanted to see it as well.
Comment by Scott B -
dearsir, i am a 40year old actor in the dallas area my idea to promote upcomming films is to prooduce a making of dvd with 3 different prospectives actor,director, writer,ect. produce 50,000 silkscreened with autographs along with a promo t-shirt “my friend Scott Lloyd’s idea ” 10,000 to each state while film is still in production. as far as a job , my dream is to have a speaking role in one of your feature films. best wishes and go mavericks.
Comment by david kalmin -
Demographic: married white male in his late 50s.
I’ve gone to movies all my life but the last three years has seen a sharp decline in spite of enjoying watching a shared experience in the theatre.
Why? Because of the endless marketing that happens before the film starts. Setting aside maybe 10-15 minutes of trailers there’s the awful 20-30 minutes of video pushed up on the screen that precludes any sort of conversation with the people I’m with. It DEMANDS to be watched and it’s impossible to escape.
Amongst people my age that I know this is the most intense turn-off of the movie experience. I can afford popcorn and a soft drink even though I know I’m being ripped off. But having my TIME ripped off by the theatre so they can bombard me with commercials and features aimed at teens – that’s inexcuseable.
Making better films would help. Something with depth maybe? Good writing. Good characters? Not controlled by the FX crowd. (Remember Fowler’s Law: When anything is possible, nothing is interesting.)
You have to make a product I want to see, in an environment I want to experience, at a price i want to pay. Few films are worth $10, fewer are worth the hassle of sitting in the auditorium before the film.
Of course the incredibly rude patrons who insist on using their cell phones during the film detract even further from this experience.
Comment by Adam Bridge -
Mark, you’re right the theater experience is lacking. Today it is so much easier to buy a DVD, make your own popcorn, crank up the surround sound and watch the movie knowing you are going to have an enjoyable experience.
What theaters are lacking today is the experience. It kind of reminds me of taking an airplane ride. At one time it was an experience but now it’s just a mode of transportation. So what am I getting to?
I’m thinking of the “theater experience”. It doesn’t matter what the movie is, because by the most part your stuck with hollywood sends you. I’m envisioning a theater with a restaurant with a movie theme (of course) that’s affordable. This way the customer doesn’t have to worry about getting to the theater on time. You could offer discounts to patrons on movie tickets and concession stand items. They could even get their popcorn and other movie snacks in the resturaunt as they leave to see their movie. I haven’t gotten into the details but I know how I would run it.
Another thing that I would do to create a better experience is starting the movie on time. Isn’t it frustrating to look up the movie times, get there and sit through 20 minutes of trailers that started at the movie start time. What a pain!
I would also redo a few things in how the actual theater was set up. First the seating needs to be more comfortable. I would also rework the access to the seating by creating additional aisles. (You ever have to leave during the movie and you’re sitting in the middle of the theater?)
Also to enhance the theater experience I would create a small store that sells movie merchandise of the movies that are playing.
I have a few other ideas but I’ll leave you with this.
~KC
Comment by Keith C -
The biggest single motivator to get me out of the house to go see a movie in a theater is IMAX.
Movie theaters don’t offer an experience worthy of the cost and hassle anymore. If you build it, they will come.
Invest in IMAX, incent studios to create more films suited for IMAX, build more IMAX theaters.
Comment by Chris DeNovellis -
This is my take. Make a movie theater a good experience. No noise, no cellphones, good professional illumination.
I think people could pay some extra bugs (ala Imax) for a theater with sound properly calibrated (not too loud), lighting properly set ( so you do not get the light coming from the cabin in the middle of the screen), extra confortable chairs.
Has anybody considered adult-only theaters for decent movies?
Consider it as the business class of movie theathers.
Comment by Marc Solsona -
I originally emailed this to you in December 2005….never heard back. Forgive me if you still don’t get inspired by it. I’ve expanded my thinking since emailing this to you, but for now will post it exactly in its orginal form. I hope it advances the discussion here…or brings a glimmer to your eye there. CHEERS! David
Greetings, Mr. Cuban (aw, heck…MARK!!)
I hope this email eventually finds you…and finds you doing well.
Regarding your Landmark Theatres and the USER EXPERIENCE with digital movie exhibitions…below is a 10-point few bullet format list of my suggested concept that I humbly submit to you for your consideration. I’m happy (and eager) to discuss or expand upon all of this anytime.
1. Your target audience is likely a more discerning one, almost by definition (no pun intended) willing to invest more dollars per movie showing for a better “USER EXPERIENCE”.
2. There is a limit to how much a person will spend on a “movie”….but that limit is MUCH HIGHER if the movie is part of a larger “movie experience”.
3. Many moviegoers…especially those who attend a movie in groups….combine some sort of activity before or after the movie where they are spending MONEY…and discussing the movie that they have (or are about to) see.
4. An impactful movie (and one shown in high definition would help make it so!) lingers in the thoughts and discussions of the moviegoer for HOURS after it ends…and for some, it’s days, weeks, even years. But for now…I’ll focus on the “hours”.
5. I remember when I was of the “night club going age”…the TOP nightclubs made use of something you might find intriguing. The DJ’s interspersed clips of emotionally impactful movies into the music mix. To be clear, they actually stopped the music mid-song and simultaneously on several large screens that had been displaying random images….they cut to a clip from, say, “Top Gun”. The clip would play with full sound…at the same almost ear shattering volume that the music mix had played. The clip would play in its entirety…..with everyone on the dance floor actually STOPPING their dancing and usually SHOUTING the movie lines in sync with the movie. It was a blast. Truly. Then, after a clip played….the DJ transitioned right back to music. K…’nuff about that for a moment.
5. Food service is NOT a good business to be in. That said, many moviegoers want to eat before or after a movie. And, you already have some facility at each Landmark theatre to provide “snackable, finger food-ish type food fare”.
6. Your “users” will pay more if the EXPERIENCE IS AWESOME!! So, maximizing the number of seats in any one theatre…or even maximizing the number of showtimes per day… is not necessary. It’s “RPAC” (Revenue Per Ass in the Chair….lol!!) that counts.
7. “Dinner theatres”…those at which a moviegoer eats dinner, then watches a movie…..are missing the boat as far as creating an AWESOME USER EXPERIENCE. Why? Because they are “releasing” the moviegoer from their revenue stream at precisely the time when the moviegoer is at their emotional peak….which is IMMEDIATELY AFTER THE MOVIE.
8. People want to TALK ABOUT THE MOVIE THEY JUST WATCHED. Heck, how many times have you made a comment or received a comment from a complete stranger while walking out of a theatre after watching a highly impactful movie? Lots of times, I’ll bet.
9. People want to hear OTHER people’s opinions about the movie they just watched….and that extends beyond just their immediate “group”.
10. Mark, give your moviegoer an AWESOME “user experience”….and keep them in your revenue stream grip while they are at their “peak emotional state” (also the PEAK BUYING STATE!). Do this by modifying the seating, lighting, etc…so that after a movie the moviegoers stay in the same “room” that has the movie screen. For the next 60 minutes (90 minutes, whatever…as long as it is predetermined by management so daily showtimes in that room are still predictable for both YOU and the MOVIEGOERS)….but for that time that they stay in the theatre. They will be served simple to prepare but upscale or favorably branded (i.e. Starbucks…Baskin Robbins….Cheesecake Factory….etc.) light finger food and drinks (alcoholic or not; depending on your ambition to deal with regulators). Just the very basics of what “to do” next…..we could do a LOT MORE THAN THIS: There would be a moderator (real or virtual) who would be posing thought provoking questions about the movie and moviegoers would answer using interactive “gadgets” at their table, such that the responses were tallied and displayed on the screen. Clips from the movie would be replayed throughout that time (easy to do in digital format) with an emphasis on the “highly emotion provoking” segments. The sense of “community” would be so strong in the room….one word, AWESOME! And the potential is HUGE for YOU to “capture” the moviegoers in their peak emotional state and while they are in that state and in that room to presell DVD’s (or eventually with the blessing of the studios to sell them on the spot!)…to sell soundtracks…to sell posters and t-shirts…to presell future “events”….etc.
That’s the 10-point short list. What do you think?
Comment by David -
Could it be as simple as demographics?
I am convinced that if we offer Spanish language films in our urban centers then studios are going to make more money.
I know of two closed multiplexes in Atlanta and one in Savannah that could be showing peliculas tommorow.
But
A] I have no dinero.
B] I speak very little Spanish. Ordering at Taco Bell is even a struggle.
But the studios are making these films in Spanish anyway for Latin American distribution. If a North American distribuion system were established, then everyone could make money.
Just a thought
-Wm
Comment by William W. Powell -
how about a reverse auction? So say u have a theater with 500 seats. Start a reverse auction to sell a seat for the movie @ $500 a seat. A second person bids on it and the price moves down to $499, and so on – so potentially every seat is filled for $1 a seat. u can apply the reverse auction for tickets to the 1st showing in every city it’s debuting in. imagine the publicity with the potential to watch a hot new movie on opening night in the hottest cities for $1. u “may” not make money on these first initial tickets, but then again – think about it:
• Generates publicity
• Listings are cheap and maybe even cheaper if u can partner with ebay or someone. Say u draw x amount of visitors to the auction – clicks for them, clicks for you – maybe they should even pay u
• Potentially sell out every seat in every theater
• Since it’s pre-paid, earn some interest on the money beforehand
• Tack on movie information (links, short preview clip, actor info, etc) onto the auction listing
• Sell and tack on Advertisements onto the auction listing
• Add-on Sales at the end of auction/when the pay – drinks, popcorn, etc and maybe even high-end sales (i.e. limo rides, other show tickets, airline tickets for out of town travelers – attractions around the town, etc)
ur new business partner =)
Comment by Dennis -
My read is tie in the popcorn/soda with the myspace etc promo’s.
The biggest cost is not the movie, it’s the extras, make a medium coke + popcorn free for people who follow your net advertising ( perhaps on the condition that they provide feedback on the movie ) & you’ll go ok.
DVD vouchers, why can’t I for an extra $5 get the DVD with extras posted to me when it’s released if I go to the movie, or buy earlier movies by the lead actors/directors at the theatre, there is no movie merchandise ( caps etc ), this is all part of making the night out an event, it’s something sports marketing does so well.
Pre movie ( lobby ) promotions, frankly they are aweful, a single poster is hopeless, where’s the reviews, where’s the trailer’s in the theatre windows ( PC monitors are cheap ).
The key I think is that the movie experience is so isolated, walk in get popcorn etc, watch the movie. There’s minimal effort to increase the experience ( & revenue ), you get the eyeballs aka BestBuy/Sports but it’s just not a good experience.
Comment by Nigel -
The answer couldn’t be simpler.
You want to save money on marketing? Be more selective. Now I understand that you need to put a commercial out there a certain number of times to make sure it reaches a wide enough audience, but too many (read: nearly all) go overboard. I know there are new viewers every minute for any particular TV show, but we have all watched a program or a few on the same network and been overwhelmed by the exact same commercial being repeatedly played. And this goes on for months before it is released.
Most people decide if they are going to be interested in a movie after the first commercial they see. And many people actually are turned off when something is over-hyped. I will use as an example something you shouldn’t have first hand knowledge of: during the NBA western conference finals TNT constantly, and I relentlessly advertised for their show “The Closer”. Once a commercial break, every commercial break for six straight games, they shoved this same commercial down our throats. After the first time I saw the commercial I knew I had zero interest in the show, yet I was forced to endure the thing 80 more times. Now I know I started out not desiring to watch it, but the point remains there is no need to advertise something that much to one audience. 2-3 times a game to make sure most viewers see it, yeah thats resonable, trying to hypnotize people by beating them over the head with something is never going to work.
You really don’t need 100% coverage with the advertising, if it’s good it will catch on, if its not it won’t. It doesn’t matter whether you prop it with money like its a cold war arms race, or a political campaign. If its good, or bad, it will get the appropriate word of mouth publicity starting the next monday, when newspapers and radio shows and that sci-fi geek at work review it. Make sure there are strategically placed ads to get the name out there, give free tickets to radio stations (or whatever it takes to fill the seats for premeirs with happy customers), and let the movies stand on their own. Movies don’t need to compete with other movies based on volume of ads. People know what movies they are intersted in. If I want to see a particular one, it doesn’t matter if a I see a million commercials for a different movie. Average people go to theatres infrequently enough that we can assume they go to see specific movies.
I have a lot of ideas about how to improve the actual theatre experience, but that really wasn’t the question. It’s nice you’ve upped the ante on the presentation value of Mavs games, but most people like them becuase the main product is a good one. Over-hyping something though can backfire, while also hurting the bottom line in a very easy-to-see kind of sense. The first time I saw the ad for Clerks II, I was thinking OMG! yes!, 2 weeks and 112 instances of the commercial later, all I can say is:
Did you know Jesus was a Jew?
Comment by bluwizard -
While there is some truth in the fact if the movies were better, more people would see them, that is not the total truth. People have different taste and what you like, I may hate. I make movies myself, small and independent, and for the right audience they are OK, but Hollywood spends so much money on each movie that it has to appeal to everyone. That is the hard thing, trying to please everyone. The first problem is the cost of your product is the problem and trying to please.
Since you guys have set up the machine where each movie “has” to cost over $100 million, now you have to make everyone like that movie so you can make more money.
How about trying to lower the cost by giving a star a percentage in the gross and a reduced salary. That way if the movie is successful like “Forest Gump” was then the studio, star and directors all make out OK. And also people would be more prone to doing good work if they know their future earnings increase if the movie is successful.
The movies may not “suck” completely as someone said, but it is hard to please everyone. So make the huge blockbuster, but also make a series of smaller and cheaper movies to offset the cost and let those spread by “word of mouth” marketing.
Go after a target audience! Trying to please everyone with a blockbuster works at times but for every “Pirates,” we have movies like “Batman & Robin” which destroyed a francshise for years with a built in audience (until it was ressurrected by “Batman Begin”). And there is Superman IV which destroyed that francise for about 20 years.
So in short,
1. Do profit sharing with stars and directors and make the movies for less money
2. Put as much time into the story as you do with the marketing
3. Make smaller movies along with the blockbuster. In fact you could take a tip from Roger Croman and what the did with “Little Shop of Horrors” which was made in a weekend.
4. Finance pet projects of actors in exchange for doing a big movie. People are more passionate about their “pet projects”
5. TAKE A RISK!!!!
The stories try to appeal to everyone and are usually “safe” stories while the indies take risk. Be bold.
6. There are a lot of great story sources (comics, novels, etc.) with built in audiences. Go after the smaller ones and try not to upset the fans of that work by making the movie too “Hollywood”
In short, if as much time and creativity was spent on the story as you guys do on marketing the movie, you might have something.
Comment by Alex Michaels -
You need to beat the “waiting game.” Basically, if I can wait out the movie’s 2-month run in the cinema, I can see it at home, at half the price, with whatever food I want, in a comfy room.
If the schedules were brought back to the old style days, when it would take a year or more before the VHS tape of a movie came out, there’s more impetus to come out.
I could also see defeating the “wait for the DVD” crowd by offering extra cinema-only content. Specifically, I’m thinking showing a serial along with the main movie. If it becomes popular, people will plan to visit the cinema on a regular basis just to keep up with the serial stories, even if they haven’t noticed really compelling new films.
Comment by Hak Foo -
To do something that would change the way things work now you’d have to, obviously, change things pretty drastically. I’d think that you’d have to make it some sort of event, and to do that, you’d have to have a theater with limited showings and high quality showings, maybe owned by a particular studio or something. The showings would have to be limited so you could make going to the movie an event. I know there are movie theaters with restaurants and drinks and such, but this would have this and more, with special promotions, kinda like they have at sporting events from time to time. But basically the point of this would be to make going to the movies a special outing that would entice people to go. Offer a couple Friday and Saturday Night showings, with a matinee or something. A place where people would want to go on an outing. The frills can be expanded upon. As it is now, there is somewhat tepid enthusiasm for going to the movies. It’s on par with mini golfing or bowling. If these theaters were operated by a particular movie studio or company, then it would create more awareness of the connections between studio and movie and name recognition which would create profit for that company.
Comment by Mark -
To do something that would change the way things work now you’d have to, obviously, change things pretty drastically. I’d think that you’d have to make it some sort of event, and to do that, you’d have to have a theater with limited showings and high quality showings, maybe owned by a particular studio or something. The showings would have to be limited so you could make going to the movie an event. I know there are movie theaters with restaurants and drinks and such, but this would have this and more, with special promotions, kinda like they have at sporting events from time to time. But basically the point of this would be to make going to the movies a special outing that would entice people to go. Offer a couple Friday and Saturday Night showings, with a matinee or something. A place where people would want to go on an outing. The frills can be expanded upon. As it is now, there is somewhat tepid enthusiasm for going to the movies. It’s on par with mini golfing or bowling. If these theaters were operated by a particular movie studio or company, then it would create more awareness of the connections between studio and movie and name recognition which would create profit for that company.
Comment by Mark -
I suspect that a lot of the buzz marketing approaches fail by targeting the median consumer (colloquially) for a given demo. You don’t need the median consumer to market — you want the linchpin: the person who will tell his or her four most influential friends to see that movie. Reputation matters (e.g. you don’t want me because I love movies enough to like even categorically bad ones and thus people tend to assume that I only like bad movies), and matters relative to demo and movie type. And you don’t need one of these people, you need a few hundred or a few thousand (maybe more, but I’d guess not more than a few thousand per demo/genre combination*).
This is data mining, social network analysis, and buzz marketing in one. Finding these people may be impossible (especially when consider that it needs to be mapped against taste), but would pay off fantastically if it did. If this problem can be solved, the person doing it is probably working towards a Ph.D. in statistics or economics. That’s the person you need to find and hire.
* Strawman: I’d guess 20 people per million in a city (the 20 number is pulled out of thin air) if it’s the right 20 people. Off the top of my head that’s around 5,000 people nationwide, per genre/demo combination (and, obviously, you don’t need to get everyone interested in every movie — just the ones that match their profile). This may seem like a lot but if you can reduce the cost to find these people enough then the cost of getting these 5,000 people interested should be far less than other potential plans.
Comment by Faisal N. Jawdat -
There are so many comments and great ideas.
Create a discussible topic and atmosphere for each movie. In fact, it is a general solution but it is also a direction for people watch movies in threatre but not in home.
This topic is discussible, therefore there are so many comments.
Comment by Scoton -
I stopped going to the movie theatres about 3 years ago for 2 main reasons: Atmosphere of the threatres, and the fact that I have a home theatre that blows away (In my opinion of course) the sound and picture quality of the theatre.
The theatres around me are over-run with rude people talking on cell phones, making so much noise with their candy wrappers, and trying to put their feet up on the back of your seat. The last time I was there, I was ready to throw down against the group of 20-somethings behind me. So, I vowed to stop going, and I haven’t been back since.
So I spent some cash on a 1080p DLP tv and a 5.1 component system.
Now, I can watch movies when ever I want, and the crowd is always people I want- my friends and family.
There are a lot of people like me out there. If you want to get me back into the theatre, fix the problem with the theatres themselves, not the film.
Comment by Briansol -
I think you could register people, online and off, by offering them the opportunity to receive movies on DVD in the mail with no obligation to ever pay for them unless they feel compelled to do so because they liked the movie or believe the experience was of value.
When they sign up they understand that they are agreeing to be part of this movie network and if they don’t pay for movies they enjoy the entire network will fail. The entire operation would be based on the honor system and the belief that the majority of people are basically good.
Targeting movies to the people most likely to enjoy it would be fairly easy once you had data on movies they liked and did not like. Maybe a company like Netflix or Amazon already has enough data to get started.
I really don’t know if it’s even feasible based on the cost to burn, pack and mail a DVD, but the money spent marketing a movie would print, pack and mail a lot of DVDs. From personal experience, I know that when I walk out of a really good movie, I almost feel really good, almost like an endorphin rush. After watching the movie, I’d definitely pay at this moment. Paying for the movie after the experience in a movie theater might also be an interesting experiment. If you packed a theater by promoting a free movie and showed a great film, I’m sure more than half the audience would pay on the way out the door.
Kind of a half baked rambling post, but maybe there is something here that might be of interest to you.
Comment by Tim Batchelor -
I think there are a lot of valid points regarding product/service here but i think most are missing the objective(granted i did not read every post). There is no one answer; buzz marketing and the such are all pieces of the puzzle. I think a missing link is how to apply pull marketing techniques to the industry. As we do with sales and marketing automation techniques we need to apply to a film. I dont believe Superman, for example, needed such a huge marketing budget. It needed smarter marketing which happens at a fraction of the cost. Whats the idea i have? Well, i think about using hte tools we are using to profile any sale and applying it this market. Like real estate, working with a high end developer we created a Marketing Automation system which, for example, took every contacts address and queried it with the various tools to determine there current property value as part of a way to rate them as a prospect for a million+ second/retirement home. Not a new concept(and one of mant factors to try and rate a prospect), but the real time marketing tool would then create a custom home page for that prospect based on all of these things. We could do the same concept for a movie, to make it that event.
There are enough user profiles exisiting that if a fraction of matches came to see the film it would be a successful campaign. We cant rely on the internet though as most movie goers, i believe, arent actively using online tools to do there movie research. So you have to tie this system into tradional marketing methods that may not be used for film, such as postcards.
Regardless, that is the simplified version. There are many other ideas that stem from this more foundational concept for the next generation of movie marketing.
Comment by eric -
You go to a movie theater. Sit down. And begin watching. Suddenly some moron’s cell phone goes off, or maybe someone talks and you miss a line or a bit of the action on screen. How can you get the piece you lost back? Pay 12$ again?
Pfffffft… maybe if you have kids with you and your kids missed the line and they ask to see it again, you don’t want to disappoint them. But if YOU had the choice you probably wouldn’t want to wait and pay to see what you missed.
However you may also have seen a very good scene, a scene you did not miss, and you’d like to see it again. What to do?? Pay to see the movie again for that one or two parts?? Maybe if you have the money to spend, but most likely not.
Sure the movie theater gives surround sound and a large picture but everything else… you can buy popcorn on discount at a food store and soda 2liter for .99 cent at the store. You can also buy home surround sound systems and have a large screen tv.
Basically the movie theater can be replicated at home to an extent and thus the only thing going for the theater is that new movies are only available there initially and the massive screen.
Plus gas money.
Maybe you guys need the Walmart of movie theaters, with lower pricing.
Walmart sells things cheaply since they are mainly made in China through cheap labor. How about make a theater with stuff from China and thus charge less.
Though even 5$ movies probably won’t make people come back. The theater needs an advancement, a new technology/feature that’s special.
Wouldn’t it be cool if YOU had a theater all to yourself? The large room you go into to be all yours. You would be able to go all the way in the back and sit in the middle of a row and see the movie how YOU wanted to see it.
It would allow DVD like functionality so that you could rewind(a certain amount of time) and even pause for a max (total time) of 10mins or even 15mins(maybe you want to go to bathroom and to buy some soda/popcorn).
The problem then becomes, how do you allow a person/group access to an entire theater(while having the other seats empty) and STILL make a profit??????
That’s what YOU big wigs need to figure out. Make it happen.
Maybe through glasses which play video. Though the units would need to be used over and over and germs and stuff like that. The invention would need to be clean.
You won’t be able to find a solution I think.
The closest solution is a person’s home with use of a DVD player.
The theater needs to merge the large screen and sound with home DVD functionality. To make it a home away from home, but better.
Though one thing that makes a theater what it is is that it doesn’t rewind. I don’t know honestly what you could do.
The movie theater must be reinvented. I don’t know if following the DVD functionality way will work.
Maybe the minimum wage should be increased and wages in general should be raised. Or maybe the theater price comes down and is more affordable.
Maybe Walmart theaters could be it.
Comment by T -
I bet by harnessing the collective intelligence of the audience to make the movie -you could halve your marketing costs from $60 million to $30 million and double the chance of getting a hit movie
so less risk and much more money to the bottom line
Also you could do a tv / cable documentary series on the making of the movie using this approach and get lots of people invovled this way
Comment by Murray Robinson -
I agree with most of your points about the movie industry – but I have some comments. As a mother of 2 boys, ages 8 & 9, why would I take them to a theatre for “children only” with merchandising there? I don’t buy them something every time we leave the house, so why would I set myself up to be “mean Mom” by saying no to extra purchases when I can take them 2 miles down the road to a traditional theatre and not be faced with that? I take my kids to EVERY kids movie that comes out and a few of the PG 13 ones. Will there be free or cheap things for the kids to do or play so parents can say “yes” to something? Otherwise, I would bring my kids to your theatre only when I know I’m going to purchase them a gift. All the other movies I’d go traditional. The concept is great for older theatregoers – to remove children, but it had better have something to make the parents want to take them there.
On a separate note – I LOVE going to the movies. It’s the atmosphere- the large screen, the loud sound, the awesome popcorn – I don’t care what the advertisers say, you can’t microwave a popcorn that tastes like that! – it is NOT the same as viewing at home. I Netflix also, but there is nothing like being in the theatre! Why isn’t that experience advertised? I’d rather see a mediocre movie in a theatre than a good one at home. I go to the movies with my husband, friends, kids and by myself. I just love it! Put an ad on with a home theatre side by side with a movie theatre – nuked popcorn side by side with movie popcorn. SELL THE EXPERIENCE! You get addicted to it.
Comment by Julie -
Mark,
In response to your follow up post I think you might be onto something with looking at the movies from a demographic standpoint. The main problem is that play scripts are becoming repetitive and tired and the movie product itsef isnt what it used to be. I myself am 23, live in NYC and havent been to a movie in over a year despite the fact that the nearest theatre is only 10 blocks away.
To reach out to my demographic i propose having one movie per night in a theatre that resembles a bar.(one problem i forsee is overhead in downtime…so perhaps would be a regular theatre during other showings). If nothing else, the alcohol will make comedies that much more funny and slow points in an action/drama that much less slow. It is definitely a good way to mix things up compared to the usual bar experience. Can even make drinks slightly cheaper than the average bar and it can seem as a budget experience to our genre.
I like the separate kiddy theatre but i think this sounds extreme and you would get killed on overhead. Instead why not make it just one separate section of a multi-plex theatre. You could also look to have a daycare like service for young couples looking to drop their kids off at the kiddy section while the couple is able to enjoy an adult film without having to worry about their child interupting the movie going experience for the rest of the theatre.
To cut back on long lines and the age gap i propose to cut back on the number of movies that a theatre shows. With the quality of movies these days declining do you really need to show 8 terrible movies at the same time. Cut that number down to 4. And have two showings of the same movie. I also propose two methodologies for seaparating the crowds at these movies. You can have one of them be a regular/discunted show aimed at attracting kids and families and another “premium showing” at a slightly higher cost with ushers at the theatre aimed to enforce rules and remind patrons of their surroundings.
That’s about it for my ideas. Even if just one of these niche markets are captured im sure the increased profits and enhanced movie going experience could justify the capital expenditures.
Comment by Chris Bottiglieri -
I think you should get the audience to write the movie.
Here’s how it would work.
You buy the rights to make the movie for a book or comic book or sequel to a popular movie or movie rights of an old TV show. Something that has a fan base.
You put up a moviescript wiki with a couple of experienced scriptwriters as moderators. You tell the fans and invite them to write the movie with the script writers. You’d probably start by discussing and agreeing the main characters and main themes of the movie with the fans. Then you’d discuss and agree the scene structure and then dialogue etc. All the while getting fans to write, comment on and rewrite the material. Probably the script writers write and rewrite some of it as well. But they can get overwritten by the fans.
You offer the best contributors a fee per line that ends up in the final script, or roles on the movie as semi pro bloggers and extra’s.
Once the script is getting to a pretty decent stage you get the fans to work out who they would like most to play the various parts, where it should be shot, who should be the director etc.
Then you move through the production process, get fans who have contributed the most to come along to the set and blog about the making of the movie, get them extra positions and get them to blog about that. The director should also post problems they are having with realising the script and get the fans to help rewrite it.
Then during editing you get your key contributors along to very early screening sessions to provide feedback on the way the movie is coming together.
You can even get the fans to design movie ad posters and you can have a YouTube competition to get people to design tv ads (and then reshoot them professionaly with the winner as adviser).
At the end of production you store all the props and sets away and auction them off on ebay after the movie is released.
This way by the time the movie is released it already has an audience, it gives the audience what they want, it has lots of fan sites (created by contributors) and it has a huge buzz.
Best of all the cost of all of this would be probably be around a million dollars which has to be very cheap.
There is so much crap coming out of hollywood these days that this has to give you a much better chance of getting a much better quality movie than we currently get. (I am using quality as = fit for purpose = meeting the needs of the audience).
This is what I would call Movies 2.0. harnessing the collective intelligence of the audience to make the movie
Comment by Murray Robinson -
I think it would be interesting to have a movie where the public votes on different parts of the plot before hand. Say you have the director shoot maybe 10-15 scenes that creates 3 or 4 different plots/endings. You have a website where people can see a “preview” of those different plots and vote on which they like best. The results are not told/shown until the movie hits theaters, and then people will go to see which plot/ending won.
Obviously this would not work with all genres of movies, but I think the best fit would be a horror/slasher type movie. Imagine everyone voting “who gets to live” so to speak, and then having to go to the movie to find out if your vote won!
You could take this even farther, and localize it by region/city/state, so if one area votes one way they get to see their ending and another area gets to see a different ending. If you could localize this to say the city level, you might be able to get multiple viewings if people don’t have to drive too far to see the other ending.
Comment by Andrew Pleasant -
Hello Mark,
All issues relating to the movie experience are perrefial. The real issue is the quality of the movie.When good films are produced the people will come. The majority of films shown today are remakes of older classics. It’s hard to continue getting excited for Superman,Batman,Mission Impossible, Spiderman, and on and on. Raiders of the Lost Ark, ET,Independence Day,Titanic, The first Star Wars, Finding Nemo, The Toy Story and Harry Potter, these are but a few examples of original new movies that incurred no problems getting people in the theaters to enjoy the movie experience.
Here’s my idea to get people in the theaters while reducing your marketing cost.
I call this project “The Screen Writer”
Number 1. Form an alliance between the movie studios and the movie theaters. This consortium will share the costs to operate this program by using a small amount of their advertising budget to fund the project.
Number 2. Build an internet portal for each genre of participating movie studios. Example, a portal for Pixar for kids movies, a portal for Dream Works with their genre, and a portal for Harpo focusing on the types of movies Opra likes.
Number 3. Hire / solicit a combination of 25 to 50 professional film and book critics. Aspiring amature writers will email their work into one of the specific portals for review.
Number 4. The critics will be paid to read a certain number of books. They must read the entire book, because the writers are amatures, and it’s the new story that we’re actually looking for. The critics will have 90 or 120 days to eliminate all manuscripts received during a certain time frame, and end up with 3 winners. One winner for each portal.
Number 5. This contest will be advertised periodically along the way. News, late night talk shows, day time talk shows, half time or time outs on the score board of sporting events,etc,etc,..
Number 6. The winners receive the following: A cash award amount. The corsortum, headed up by Mark will immediately have the book published and marketed. The winner will receive a standard book royalty.
Number 7. All entrants agree up front to give the movie rights to Mark Cuban, and receive a standard royalty from ticket sales, video rentals, licensed downloads, et,etc..
Number 8. Mark Cuban’s movie studio will partner with the studio of the winning genre to produce the movie. Again,this will be advertised. Example. If it’s a Harpo genre, the movie could obviouly be advertised on Oprah’s show, as well as her book club.
Result: You’ve generated interest and excitement in both a good book and a movie. Word of mouth and interest in the contest will generate interest in the entire process. You’ve shared the costs of developing,marketing, discovering new writing talent for better movies, and getting people back to the theaters.
I believe this is your goal..
Hopefully this helps…
Regards,Sherlock
Comment by Sherlock Pippins -
or video screens on the backs of cars or buses!
sign me up to have one right away!
Comment by dean adams -
On the back of 18 Wheelers. They are in every part of the country and plentiful. Think about how many people look at the back of one semi during one day. It may not change the dynamics of marketing movies…but it’s a good way to get alot of people to see your ads for a cheap price!
And the back doors are usually two panelled….perfect poster size!
Comment by Jessica C -
Here’s your answer, Mark:
http://getalodhathis.blogspot.com/2006/07/reply-to-reply-to-post.html
Comment by K.L. -
I think that there is a lesson to be learned from the 10th and 24th all time grossing films in the US — The Passion of the Christ and Chronicles of Narnia. No, I am not just talking about marketing to Christians. To sum it up in one word, it’s about “community.” Movie makers today need to better exploit one of the most basic human needs (i.e., affiliation; a sense of belonging). Everyone has a belief system and a desire to seek out others who share their values. Everyday we assign ourselves to groups (e.g., faith-based, political, educational, vocational, etc.). Think about this… it’s been almost two years since the last presidential election and comedians are still getting good mileage from “red state / blue state” jokes. Using very little marketing dollars, movie makers can tap into these groups and create a grass roots movement to get viewers back into the theaters. Well, it’s almost that simple. I guess first the film industry has to start making more products that appeal to these groups. The industry needs to understand that people choose to see movies as a community to make a statement, and community viewership means more box office sales. Therefore, films with mass appeal will continue to experience less than stellar performance while “bumper sticker” movies will draw the crowds. Low-budget movies can afford to choose a side. Sure, there’s the risk of alienating some viewers, but if the product takes a stand, like Fahrenheit 911 or An Inconvenient Truth, you can pretty much count on the portion of the public who shares those views to show their support by purchasing a ticket and seeing the movie. Plus, they’re more likely to talk about what they saw and how they felt about the film, at dinner parties, around the water cooler, etc. You can even generate revenue from people who protest the film with their attendance ala the Da Vinci Code. When you top that off with the free PR in the media due to the “controversial” nature of the film, you’ve hit the marketing jackpot all for a low, low price. As I sit here watching “unbiased” media coverage of world events, it’s all too apparent that it’s in vogue to choose sides, but I believe that the true capitalists in our society will see it for what it truly is – an opportunity for affiliation marketing.
Comment by Jeff Towne -
I understand the pragmatic reality to my suggestions have many roadblocks, however, here goes some suggestions:
1. Simple Approach: Do NOT spend the marketing dollars at all. Good stories, good movies, will be sought after, and the viral word of mouth marketing will far exceed over blitzed marketing campaigns.
2. Release the movie for one week, with ALL FREE showings, then only sell through DVD distribution, no pay per view, no HDNet, again it creates an angst to get a hold of the movie.
3. Give the movie away FREE. Embed all ads in the film. I specifically mean, not the typical product placement with over exaggerated placements. But cleverly used products, subtle actor/actress discussed “written” in ads.
4. Never release theatrically, purely rent the movie through a wholly owned (you) company.
5. Present ONLY blockbusters. What I mean is: Every movie is great in its own right, which includes MAKES GREAT money – high ROI. This requires a lengthy discussion of destroying the current studio corporations. I will post another one to explain this one.
6. All of these ASSUME that the normal buzz, viral, PR stunts, and press pushes via relationships is necessary.
I have more and I realize you are asking HOW to get folks to the theatre. However, I strongly believe that the movie industry is up against the same slimming of the tease and reveal profits that the music industry has suffered. The days of selling an entire music compilation by teasing with a hit song is gone. The days are almost over for selling a movie ticket based on a trailer tease (that many times is a better story/sell than the movie itself.)
The reality is that it is so comfortable to watch a movie at home, a hotel, a friend’s home, or acquaintance’s home. Even though the threatre is a number one date spot, it is a hold over that will fade. The interactive experince elsewhere is compelling.
Nothing is going to overcome the impact and negative word of mouth for poor stories, poor quality.
Thanks for asking your customers!
David Jemeyson
Cell: 210.771.7893
http://www.RealPiracy.com
Comment by David C Jemeyson -
Buck the trends that are killing the industry. For one, people bitch about how over priced the concessions are. So make them cheaper. Offset the lost revenue by eliminating costs. And there’s no need to WalMart-ize the industry. A better comparison would be Target. Cheaper, but classier. And where to cut costs? Start here-
People are sick of the bigbox-ization of America. So stop shoving all current releases inside a single biodome. Seriously- do we need megaplexes? Has kind of a long tail feel to it.
Downsizing the size of theaters would reduce the overall costs to maintain and manage the property.
Comment by Jameson Penn -
The only way to get someone to see a movie is if they know what it is about, so the movie trailer is important.
One solution might be that to begin, you select a number of large high schools and offer to set up the large viewing screen in the lunch rooms, basketball arena, football stadium. You have a satellite feed that allows you to show trailers, star interviews, DVD sales, etc. in short time frames during specific times such as lunch, half time. The donation of the equipment to the school is tax deductable. The school can also use the system for announcements, PSA’s, etc. They may even have some advertisers during certain times that would pay for time slots that could be partly donated to the school as well. You have a captured audience and both you and the schools win. The advertisers may even be willing to use film/theatre students (or any student/teacher) as part of the advertisement.
Comment by Theresa -
There are a lot of good ideas here. I think you should experiment with a few, and here’s how. Make films as appealing as Pirates, Superman, Cars at 1/4th of the budget. It’s possible. Take all that money you saved and put it into different theater going experiences that appeal to different target audiences. I can go to a theater with chic couches, waiters and alcohol. Kids can go to the theater next door with moving seats, live performance mixed in with the film, and something like smell-o-vision. My grandparents can go to the theater next door that is reminiscent of an old vaudeville stage with a quick live performance before the film. Make it like Disneyland!! If you build it, people will come!! Ohh man, that’d be sweet. Oh, and back to saving money on the films…have a University at your theater theme park. And unlike every film school out there actually teach people how to make good films on a budget using methods that are not 10 years out of date. Create true auteurs who end up showing their beautiful films at your filmparks.
You can call it Land-Mark-Land.
Comment by Christopher Lozinski -
Ravi Rajagopal hit the nail on the head… good on ya, mate! It comes down to what my wife and I WANT versus OBSTACLES we have to overcome. Once the obstacles are out of the way… we’re off to the movies!
Two basic obstacles are:
– A place to keep the kids, because we don’t have a reliable babysitter.
– A chill place to eat and relax after the movie, because we don’t have the time or interest in driving around too much.
These have fairly obvious solutions, and I hope any new type of theater takes them into account.
But the biggest issue is single theaters trying to serve wildly different types of people.
DIFFERENT TARGET MARKETS NEED DIFFERENT TYPES OF THEATERS.
– Older couples, in general, are going out to be together outside the house, as a pair. They want an intimate setting, alcohol, good food, and a quiet atmosphere.
– Young kids tend to go in large groups, and want fast food, caffeine, arcade games, and big spaces to hang out.
Why do you think so many kids go see movies at the mall? They’re doing something right!
Once you have different theaters, be -selective- about films to show.
– Young kids want to see big, fast, and loud on opening night. It will show for a few weeks, and then it’s on to the next big ticket. Loyalty is fickle at best, so monetize them while they’re there.
– Older couples typically want a) comedy b) romance c) action or d) offbeat. If you had, say, four separate viewing rooms, and could GUARANTEE that each one would have a WIDELY ACCLAIMED film from DIFFERENT GENRES, then you could change “Let’s go see movie X. Where’s it playing at?” to “Let’s go see a romance. Theater X always has a good one showing.” Many older couples enjoy routine and prestige, both of which can be taken advantage of easily with “reward card” style benefits.
I could go on, but this tiny editing window cramps my thinking. =) Ah well!
Cheers!
-ted
Comment by Ted Brown -
Update: I forgot an important detail in my previous post. Yes, my suggestions are for theatre owners, not movie studios – okay. But I think that movie distribution is the main issue. Movie studios need to regain control over distribution and launch their own theater chains if they want to overcome their distributors’ failing strategies – the same way Apple has regained control over its destiny by creating the Apple Stores.
Obviously, this is not an easy idea to implement, but I was not looking for a job anyway 🙂
Comment by Insights 2.0 -
Already 789 posts… Congratulations, and good luck reading/coding the suggestions.
My two cents now:
1. launch a subscription-based model: most posts here mention the Netflix model, but to make your life easier you should look at the model of UGC in France (UGC is the largest chain of movie theaters in France) and their “UGC Illimite” membership.
2. get a better understanding of user preferences: by systematically collecting ratings for movies (see Netflix or Amazon). Everytime a member go es to see a movie, he receives an email alert the next day to rate the movie. 5 weeks prior to each release, local theatres present future movie releases (trailer) to regular movie goers and try to gauge the consumer’s interest to watch the movie: that way, theater managers will be able to better match the consumers’ preferences and order the right number of prints for each potential release. With digital distribution, it should be even easier to implement
3. diversify revenues with targeted direct marketing: some members may express the interest to watch a few movies but only have the time to see one – in that case, the club will still be able to send targeted recommendations to rent/buy/download the DVD when it is released (additional revenues)
4. give a few freebies for your loyal members: discounted prices for drinks/popcorn, exclusive screenings with the film’s cast(see UGC again), posters… It is free marketing!
5. diversify, offer more than just movies: treat the movie goers as a community and use auditoriums for music concerts, sporting events, American Idol finales…
6. provide a richer experience on screen: by showing exclusive material (short movies, best user-generated movies from the community…)
7. provide a richer experience off-screen: am I the only person who would like more/better/healthier food?
Comment by Insights 2.0 -
***************************Experience Driven***************************
We need to make a fundamental change in the way we show movies.
Currently a movie-goer’s experience is very much what he can get at home. A chair, a screen, and maybe a drink or snack. All a customer has to do is wait for the movie he wants to see goes to DVD and he can sit in his own chair, with his own screen, and his own snacks. And it will be way cheaper. The only thing currently that a theatre can provide is the customer can see it sooner than if he waits.
Sadly, most custoemr are willing to wait. Why take a crap shoot on your experience that can easily be ruined by a cell phone or loud conversation. If they wait they can control their experience and save a couple bucks.
So what we need is a truly fundamental change in how we show movies. The new way of showing movies seeks to emmerse the custoemr in a full experience. As soon as he walks into the door of the theatre to see Pirates of the Carribean, the entire lobby, staff, and theatre is a pirate ship!
There would be specialty food items at the snack bar, like pineapple spears and “carribean punch”. There would be a peg-legged greeter that greets the family with a loud, “Arrrrgh! Welcome mateys!” Instead of velet ropes sectioning off lines, we’d have rickety ol’ hemp rope, et cetra, et cetra.
And this could be done for classics. Turn the lobby into Rick’s bar for a showing of Casablanca. The Tatooine sallon for Star Wars. The hair saloon for Steel Magnolias. Whateve famous sence our customers what to visit we can provide.
The idea is to give the customer something that he can’t get at home. now we would have to do an “about face” on some current movie practices. Like we would have to scale down theatres, only a handful of selections in order to go deeply with themed lobby areas and staff. In this plan we could have a multiplex with twenty screens because we couldn’t very well have twenty lobby areas and staff.
And we would have to increase ticket prices, but with the extra services I beleive customers would pay the extra money for a better experience.
These changes would be drastic, but I beleive they are needed. Movies cannot out price TV or movie rentals. So if we cannot beat them on price we may as well go the other route and go for a premium pricing plan nad offer more “bang for the buck”.
I would say look at Disney World. They have themed staff on each ride at the Magic Kingdom. From the moment you step in line for the ride, you are emmersed in the world of whichever particular ride you are on. This is the direciton that movies need to go in.
Movies are at a crossroads. They are a mature product that is quickly becoming antiquated in a digital world. Soon, people will be able to instantly access every movie in the world through the internet. Theatres cannot compete with custoemrs homes buying getting more comfortable chairs or better/healthier food selection. To me, this is just rearranging the the deck chairs on the Titanic.
We cannot make a better movie theatre than our own living rooms!
But, I’m willing to bet we can make a better pirate ship, Daily Planet newsroom, or Mooby’s burger joint. And I’m willing to bet customers are willing to pay to see it.
Comment by James Leon Bocks -
Hey Mark,
Here’s how to add two new revenue streams to further reduce marketing costs.
Instead of showing ads during the preshow let the audience play a communal game. They can vote via text messaging into what square a logoed piece should go and play against another theater audience many time zones away.
To reimburse players for text messaging costs, local merchants bid for the right to send a text message to all players as compensation. You would control this part to prevent unauthorized messaging. A meal discount for night crowds, an ice cream cone for afternoon audiences and coffee for morning consumers allows you to auction individual preshows while providing entertainment to your audience and sending foot traffic to merchants local to your participating theaters.
With permission, the database of player phone numbers can be auctioned to advertisers according to the unique redemptive behavior of each phone number user and the date, showtime and movie genre of the voting event.
Combined, this should exceed standard preshow revenue packages since it allows the winning bid to rise and fall according to the advertising needs of a larger pool of local merchants and the anticipated draw of the feature presentation.
Comment by HighAnkleSprain -
I have an answer to your question, and a good one at that. But I really just want you to pass this on to Bill Simmons for me.
Thanks,
THE Andrew Meyer
Dear Bill Simmons,
BEAT YOU TO THE PUNCH ASSHOLE!!!!
That’s right, two can play this game. After spotting this story
http://sports.espn.go.com/oly/wbc2006/columns/story?columnist=katz_andy&id=2528801
on espn.com at 3:36am, Gainesville time, on Tuesday, July 25, 2006 (a now historic date due to this correspondence) I constructed a rough outline of what Team USA’s roster will look like.
dwight howard
chris bosh
brad miller
lebron james elton brand
carmelo anthony amare stoudemire
bruce bowen antawn jamison
dwyane wade chris paul
gilbert arenas kirk hinrich
shane battier joe johnson
Coach K!!! CUT
SHAWN MARION
LUKE RIDNOUR
ADAM MORRISON
And now, I will completely dissect it, Bill Simmons style. You see Bill, it’s not that I can write exactly like you. It’s that you write EXACTLY like me. Well, with way more movie references. I don’t always feel like injecting a pop culture phrase that any jabroni can recognize. Do you smeeeeeeellllllllll what The Andrew Meyer is cooking?
(Heheheheh. Yeah, I laugh at my own jokes. And you know what else, “When this baby hits eighty-eight miles per hour … you’re gonna see some serious shit.”
Anyway, when your column finally appeared in ESPN the Magazine, I ended my subscription to Sports Illustrated forever. I had finally found a writer with MY voice, and I was amazed. Let me put it to you this way:
When I was a kid, I read the Miami Herald sports section daily, so the first voice of reason I discovered in sports journalism was Dan Le Batard, and as I’m sure you’ve seen for yourself on PTI, he can’t quite fill Kornheiser or Wilbon’s shoes. Kornheiser and Wilbon are the best. LeBatard, as much as I like him, just doesn’t cut the mustard. The LeBatard corollary (as you would call it) definitely applies to Steve Rushin and Rick Reilly. Cut the mustard? Shit, they aren’t fit to clean the dust mites in your keyboard with their tongues. Anyway, this is The Andrew Meyer’s take on Team USA’s current roster.
(And bear in mind, in the past year, I have called A) the Heat winning the championship BEFORE THE SEASON STARTED, both B) the Gator basketball team’s early success and C) their successive romp through the tournament, including D) an exact 15 point margin of victory over ‘Nova. Andrew knows basketball. But more than that, I know MY teams. And the Heat and the Gators are definitely MY teams. Speaking of which, I also knew that Nick Saban would turn the Dolphins around, and that the Marlins would be sick this year.
{Wow, Andrew, you sure know a lot.}
Damn straight. Ask me what else I know.
{What else do you know Andrew?}
I know that the Marlins are the smartest team in baseball, and that Red Sox fans don’t know shit. Trust me, I’ve met enough of the filthy bastards.)
POINT GUARD
As you’ve said before, Chris Paul is indeed the point guard of the future. But in my opinion, he is also the point guard of the present; the best in the world – right now. He simultaneously took a miserable Hornets team to the brink of the playoffs – in the West, no less – and opened up legendary miser George Shinn’s legendarily miserly pocketbook. Coincidence? I think not. The kid is good, real good. Who around can tell him he’s second best? (I’m with you Bill, Steve Nash and Jason Kidd are white and can’t play defense).
Besides, there are two other white point guards out there better suited [read: Americans who don’t kiss anything during free throws] for Team USA than both of them. No, not Jason Williams a.k.a. White Chocolate a.k.a. the man who started 10-10 from the field during the Heat’s series-clinching Game 6 victory over that team from Detroit which was recently dismantled. (I may be a Heat fan, but I’m not a Heat fanatic. You see, real Heat fans – not those Johnny-come-lately bandwagon whores you saw in the arena – are pragmatists [read: mostly Jewish]. We knew from the start how special Dwyane Wade was…but we also know that J-Will can’t cut the mustard on this squad.) No, the two white point guards of which I speak are Mike Bibby and Kirk Hinrich.
Hinrich, who’s Bulls are now unquestionably the #2 team in the East, is a perfect, perfect, PERFECT fit for Team USA. He distributes the ball, attacks the basket, and PLAYS DEFENSE. And he can shoot! And he’s white! Did I mention he fits this team perfectly?
Gilbert Arenas does not fit this team perfectly…until you change his position. Arenas is a shoot-first point guard, so Team USA will probably change his position and let him do what he does best: shoot first. To this end, Joe Johnson becomes the #3 point guard, and Arenas drops down into the next category.
SHOOTING GUARD
And what an excellent category it is. But not because of Gilbert Arenas. He’s only the second best at this spot. Do you know why? I’m sure you do, but let me clue you in anyway.
Before the 2003 NBA Draft, I remember reading a few blurbs about Dwyane Wade in the Herald, among other places. And do you know what I kept hearing? “He plays like a young MJ.” What? A young Michael Jordan? Impossible. Why would a player like that not go in the top 3? I couldn’t understand it then, but I do now. Dwyane Wade slipped to the Heat because most NBA general managers are fools, just like most MLB general managers, and most NFL general managers, and most Pizza Hut general managers, and most general managers in general.
It’s simple when you think about it. The reason most GMs are bad at their jobs, despite being in such important public positions, is that they are human. And most humans, for the most part, are pretty stupid. We are not logical creatures and, for the most part, we don’t make logical decisions. So, if most humans are illogical creatures making illogical decisions, does it come as any surprise that most sports teams are run illogically? Of course not! I would be shocked as hell if sports entering the equation actually DID make people smarter. The people who excel at sports are typically LESS intelligent than the average man, not more. So we have stupid athletes who eventually become stupid coaches who, if they work hard enough, can become stupid GMs. And you’re surprised Isiah Thomas is an idiot? I’m surprised there aren’t many more like him.
Fortunately, the man who makes decisions for my team is Pat Riley. And Pat Riley is no fool. Let me give you a quick history lesson: Pat Riley built the Miami Heat. He took our infant franchise, which had done exactly NOTHING before he got here, and made us into winners. He brought us Tim Hardaway, Alonzo Mourning, and FOUR STRAIGHT DIVISION TITLES. I repeat: Pat Riley MADE this franchise. If anything, he was screwed by Zo’s kidney and Michael Jordan. Isn’t it fitting then, for this man, who developed our infant franchise, to have a young MJ and a rejuvenated Zo dropped right in his lap? Isn’t it fitting, that the franchise he previously coached to four NBA titles gave him the player he needed to win a championship with his new team? Yes, yes it is. So fitting, in fact, that I saw it coming a year away.
So why couldn’t you, Bill? Too caught up in Riley’s “bad karma,” were you? No worries. You’re still a great writer, and one of the few hard-core NBA fans left, right? So, I’m glad then, that you were here to tell everyone about how Dirk was the unstoppable player in the playoffs before his “choke-job”, and how David Stern paid off the refs, or whatever it is you need to tell yourself to avoid acknowledging that you COMPLETELY OVERLOOKED THE BEST TEAM IN THE NBA. You and Marc Stein. (Now there’s a sentence I never thought I’d be writing.)
Oh, and Shane Battier is an excellent defensive backup.
SMALL FORWARD
Carmelo Anthony is easily one of the top 20 players in the NBA. On this team, that makes h
Comment by THE Andrew Meyer -
Already 789 posts… Congratulations, and good luck reading/coding the suggestions.
My two cents now:
1. launch a subscription-based model: most posts here mention the Netflix model, but to make your life easier you should look at the model of UGC in France (UGC is the largest chain of movie theaters in France) and their “UGC Illimite” membership.
2. get a better understanding of user preferences: by systematically collecting ratings for movies (see Netflix or Amazon). Everytime a member go es to see a movie, he receives an email alert the next day to rate the movie. 5 weeks prior to each release, local theatres present future movie releases (trailer) to regular movie goers and try to gauge the consumer’s interest to watch the movie: that way, theater managers will be able to better match the consumers’ preferences and order the right number of prints for each potential release. With digital distribution, it should be even easier to implement
3. diversify revenues with targeted direct marketing: some members may express the interest to watch a few movies but only have the time to see one – in that case, the club will still be able to send targeted recommendations to rent/buy/download the DVD when it is released (additional revenues)
4. give a few freebies for your loyal members: discounted prices for drinks/popcorn, exclusive screenings with the film’s cast(see UGC again), posters… It is free marketing!
5. diversify, offer more than just movies: treat the movie goers as a community and use auditoriums for music concerts, sporting events, American Idol finales…
6. provide a richer experience on screen: by showing exclusive material (short movies, best user-generated movies from the community…)
7. provide a richer experience off-screen: am I the only person who would like more/better/healthier food?
Comment by Insights 2.0 -
Give attendees the chance to be in the movies.
Put a number (40? 50?) of people who attend a movie in the “next” movie and point them out in the credits. Then “let it roll” by selecting attendees of that movie to be in the next movie, make it hallmark of your films that someone who attended a previous movie is in the movie. The people who appear in the movie will bring friends and family, who in turn may be selected (and she told two friends, and she told two friends…. Social networking meets the movies.) The selection process would need to be worked out whether it’s a random drawing or some kind of audition or combination of both.
a second way to involve the audience is to let the audience determine the flow of the movie. let the audience vote on decisions the characters must make at critical points in the film. The movie could be different each time you attend.
eventually technology will get to the point where the movie is nothing more than a framework and the movie goer provides the voice-over or the character in the movie takes on the movie goer’s appearance via graphical mapping. This would probably be more popular as a “movie kit” you download and create at parties. Or is this just a LAN video game with Avatars?
the idea is to involve the movie goers in the making of the movies.
Comment by Rob -
All of the suggestions regarding improvements to the theaters themselves and/or rewards etc., aren’t direct marketing of the movies themselves. Though some have well thought ideas in collecting information for future marketing via email. However, like everyone else, I have my junk email account which is what I give out when I know I will be getting unsolicited emails. In general people get so many, I would suspect that they are more annoying then effective.
The best marketing is word of mouth, so how do you get the movie out and the word going. Here are my thoughts:
A captive audience, for example, like passengers on an airline (having good connections w/ AA can’t hurt, right?). Then provide them with one time use DVD’s for viewing on flights before they are released. The airline can market the flight with the benefit of an in flight movie that has “yet to be released”. So when the flight is in your search in expedia or travelocity or even on the AA website, it would show the benefit of the movie and include a link to it. Even if a passenger doesn’t choose that flight, they may be curious enough to go to the link and see what its about, or at least see what the whole program is about. Maybe the airline can get away w/ charging a little extra ($5 or so) for the flight, which they could “split” with you. But ultimately it would be easiest for the airline to pay up front for the benefit of the movie. Either way, you would get some reimbursement for people seeing the movie and therefore you are not “giving it away”. The airline could also serve popcorn instead of peanuts or pretzels, it would make everyone feel like they were in a theater instead of a plane (and I think we all agree we prefer a theater to a plane – except of course for some private plane).
Then you would target the movies to certain flights – for example, a flight back from Cancun has better demographics for an Owen Wilson type movie, a flight back from Orlando would have better demographics for a family film, a flight back from NYC would have a better demographic for some historical flick like Capote. When the traveler gets off his/her flight they are often put in an immediate social situation (some friend picking them up) in which they are likely, because it was their last experience of their trip, to mention the film and how it was cool to see before everyone else – and so the word of mouth begins. The airlines could assist in providing demographics to help identify the best movies for certain flights as well as help the airlines promote themselves as having something else to offer. It helps the airline too if people have a more positive experience. It’s a win-win – that’s of course so long as the movie doesn’t suck.
It may not be the mass marketing effort that you get from mega marketing emails and/or theater memberships, but its effective, inexpensive (possibly even profitable in and of itself), has good word of mouth potential and even good opportunity for free promotion through people searching for flights online.
Good luck – and freakin’ brilliant getting all this free marketing advice.
Lisa
Comment by Lisa -
Is it enough of an enticement to just hand a gift bag to a consumer after he/she watches a movie? No, not likely. The gifts or giveaways will not be valuable to everyone and the corporations who would be willing to give away products couldn’t do so on a large scale (across the country).
Therefore, in order to get more people to go to the movies more frequently, you have to be able to give something to the consumer that they actually want. Consumers will not go to the theater unless they derive some benefit or gratification by going. Up until now, that gratification was derived soley from the movie itself. Perhaps to some extent the atmosphere and services of the theater played a role as well. As you’ve said, that’s not enough:
The Solution
Capitalize on the whole loyalty/rewards system, but make the consumers give you more than just their money. There is untapped value in each movie house. I’m not just talking about the value to the theater owners to entice the customer to buy overpriced soda or candy. We live in an information age. Who craves information the most? Big businesses do. The P&Gs of the world thrive on great market research. Why not leverage the 2 hours or more that consumers spend captive in the theater? Each of those arses in the seats contain valuable information. Pick their brains. Conduct market research. Partner with the companies who need it to ask the right questions.
How it Works
The more market research surveys the consumer participates in, the more “MoviePoints” (for lack of a better term) they accrue. Those points can be used to purchase rewards (e.g., flights, vacations, computers, books, Starbucks coffee, etc.) from a Website (set up by your company).
Businesses interested in market research data pay your company money for the rights to that data. You give the theaters a percentage for allowing you to set this up on their properites. With the money businesses will pay, you set up the rewards sites to track how many surveys a user has completed let them redeem for their rewards.
The Result
By allowing viewers to opt in to perform marketing research surveys, your company can collect large amounts of data and sell it to both local and national businesses. Corporations and even savvy local companies would love to learn more about the customers that live in their area. Surveys could be conducted theater-wide on the screen and viewers can use theater-provided handhelds or use their cell phones to respond to questions.
I can even envision product sampling on-site (candy, pizza, soda, whatever) and the company would get real time feedback on the products.
I submit that consumers would be more eager to see movies because it could actually pay to go. By simply taking part in the market research surveys before watching each movie, the consumer earns points and gets to choose something they covet. That would motivate me to go to the movies, and I never go!
Comment by M. Eykman -
Mark – here is the solution:
1. Eliminate admission prices. All movies are free.
2. Move the concessions right into the theatre and eliminate the lobby. They don’t have to be elaborate, just adequate.
3. Get corporate America to pony up to make up for the admission costs. The movie will have an actual starting time like plays, etc., after a point when no one else is admitted. This will ensure that people don’t time their entry after the commercials. At this time the commercials start, at whatever length and style they desire. In addition to this marketing, there will be corporate sponsorship, digital reader boards, etc. around the theatre.
4. Get rid of the archaic system of sharing the profits with theatre owners. Get your own houses and keep it all.
5. Marketing expense will be greatly reduced because you won’t have to try so hard to get people out – just plant the concept and they are more likely to take a chance if it’s free.
6. The advertising costs to the sponsors will be charged “Nielsen-like”, with reductions offered for lighter viewed films and a provision to raise rates on the successes, even after the fact. A film that was priced to advertisers for a $50M estimate gate surges to $100M – the sponsors pony up – they have had that many more “looks”.
7. Create viewing rooms around the theatre – an adult section with drinks, a family section, a teen section – where all can view the movie but are sound proof from the other rooms. Re-invent the concessions to fit the room.
8. Depending on the type of film, there may be an intermission. Wedding Crashers – yes; Lady in the Water – no. This is another opportunity for more advertising, bathroom breaks, concessions, etc.
The reason we go to the theatre is for the ambience/sound/experience/big screen effects. We will sit through numerous commercial/marketing ploys if the movie is free. When cable came out, we lauded it for it’s lack of commercials;now, it is just like network TV and we still watch.
The current revenue generated after the split w/theatre owners will be replaced by using self-owned houses and corporate sponsorship. The savings from reduced marketing costs will also help ease the pain of free admission. If you own the houses yourself, you can negotiate your own sponsorship, local and national. All this is doing is taking television to the theatre. I have additional details if this sounds feasible.
Thanks,
Jim
Comment by Jim mcloughlin -
Why not just give away the DVD with the movie, so it’s included in the ticket price. Say for every two tickets sold, you get a voucher for a free DVD, or give it away right then? There are a lot of different combinations of this that are old-style marketing, and could work on a trial basis.
I think a lot of people are overthinking this.
Comment by Patrick -
(a) A web site that lists all previews of all films in release as listed in the Hollywood Reporter would be great. (Follow-on, have all previews available forever on the site so that it can be easily accessed by anyone; also can be featured for all new “Tuesday releases” of the DVDs.)
(b) Let anyone link to each preview separately and provide the specific link, same format as the youtube.com links, for example.
(c) Only have previews. There can be ads on the page but make sure the preview plays without any pre- or post- commercials. The site can be the “go to” place for all previews. Period.
(d) Don’t clutter the site with user reviews. Most users provide little insight and the comments tend to be negative to very negative (as witnessed by the comments on this blog, for example).
(e) Get a “Ebert and Roeper” on the web. They would review movies – as in a critical sense. Neither a shill for the movies nor a ‘negative nanny’ of the movies. In fact, there could be several reviewers since there are 100s of movies in release simultaneously. Keep the reviewers that get a huge following and can the reviewers that have a small following.
(Follow-on: Have an “American Idol” style competition of the reviewers. This will generate all kinds of ‘free’ advertisement for the web site and the web site will be permanently etched into the minds of the public, as in: “What movie do you want to go to? … I don’t know… How about let’s go to www. whatever-catchy-name-etc.com and take a look at the current features? Follow-on: list all theatres and times – other sites do this but this is a one stop shop.
(f) Independent films are in vogue; include all independent films in release to art houses.
(g) I have a major killer on an idea but I am not about to post that on the net. Please contact me if you are interested. The site provided above is my new production company. My ‘business’ site is http://www.talc.com.
Thank you,
Rick
Comment by Rick Roszko -
Conduct giveaways to movie-goers. Instead of spending and exorbitant amount of money on marketing the film, put some of that into a ridiculous prize package. Then, rather than requiring people to enter the codes online, announce the winners right there in the theater. Have that gigantic movie screen throw up the winning “code”. Instant gratification. Not only is the winner totally stoked, but there’s an overall elevated level of excitement in the theater.
You get more people to the theaters because they want to win the Macbook, or the car, or the trip to Europe. Then, you possibly even improve the movie-going experience in general through mood elevation. Everyone will be so exciting about the prize giveaway, they may experience the movie with a more positive attitude toward it (and all the word-of-mouth that follows is gold).
Comment by Matt Kernan -
A few things
1. Always be on the lookout to take advantage of new technologies. The MySpace idea is a good one. I thought Clerks II was brillant by podcasting the iTunes all kinds of information about the movie prior to the initial run. They just used their DVD extras in advance. CARS did that as well.
2. It always amazed me that movie theaters don’t do things like double features, or give a discount if you buy the second movie that day.When people are already at the movie theaters, encourage them to see a second movie that day!
3. What about adding promotional DVD’s to Netflix users mailings, encourage them to see the movie by offering more than just trailers. (See Clerks II above)
Good Luck-This industry needs help
Comment by Michael Miller -
Its funny, but you have already come up with an idea that made a big buzz around the nation. I if can remember correctly sometime earlier this year you gave away some 20,000 American Airlines vouchers to the fans present @ the Mavs vs. Clippers “Fan Appreciation Night” game.
I don’t know about everyone else but I’m not missing another “Fan Appreciation Night”.
Everyone was talking about it the next day. The local news, the newspapers, the local and national media was all over it.
People like to feel appreciated, and people like giveaways. I have never herd of any opening night or opening weekend giveaways. I’m not talking about expensive prizes like American Airlines vouchers, no; I’m talking about simple small things that everyone in the theatre want to win (I’m not sure what this “Prize” will be yet, still a working idea). Or you can randomly pick a random theatre and a random time and give away a prize to everyone present, for that particular movie. I guarantee that if this happens on opening nigh, the buzz around the local and national news will be enough to drive people to come watch that movie, and only if there is a chance this will happen again.
On another note, I can remember back when I was dating my wife, about 7 or 8 years ago we use to go to the movies a lot. I can remember one time, when we were attending opening weekend for a movie, the theatre manager walked in the theatre, jam packed with people, just before the movie started and gave away several prizes, to whoever could answer simple movie trivia.
I cannot remember that happening since. I’m not sure that this will bring people to watch a certain movie or if this will be a great marketing tool, but it make the theater going experience a little better.
Just my two cents!
Comment by NelsoN -
Movie Lottery
Just like New Mexico is creating a lottery to get people into the voting booths, you can invest $1 million of your marketing dollars into a lottery that will put people’s butts in the movie theater for your film.
When people purchase their tickets online, that ticket number could then be entered into your film’s opening-weekend lottery for $1 million. It’s like a more mature version of a high school football game’s “Split-the-Pot.”
I’m not schooled in federal lottery/gambling law, but I’m sure some form or fashion of a lottery could be created if New Mexico will be using one soon to entice the non-voting public.
Gambling and movies are both valued forms of entertainment in America today, so why not try and unite both to attract an audience to your movies’ opening weekends?
Comment by Shaun Radecki -
The problem is MOVIES are too expensive!!!
in NYC 23 bucks for a couple to go to movie – if you use moviefone it is up to 27 dollars I went to a movie and a SMALL bottle of water was $3.50 —
WHen a couple goes to movie they ask is this movie worth 50 dollar (more if you have kids and need a babysitter) – Most of the time in your mind you ask the 50 dollar question and say “I will wait to Netflix this flick”
Netflix actually has the answer.. why not start offering monthly Film subscription.. for 21 dollars a month – you can go to 3 movies .. 2 in prime time and 1 off peak hours. Maybe include special screening offers for members only – movie magazine subscription etc..
Comment by Gary -
Maybe there’s a way to tap into the online gaming communities. Millions of subscribers play games online via Microsoft’s Xbox Live program, not to mention the various online worlds for computer games. They wouldn’t be suitable for every film, but for action films, or films based on video games….
“Clerks II” is prompting MySpace users to add the film to their “friends” lists in exchange for credits on the DVD–but that seems cheap. I gotta believe MySpace is eventually going to collapse under the weight of everybody and their dogs piling on….
Comment by Greg Leding -
Offer discounts on seats at a ball game with the purchase of a movie ticket. Maybe even do a special where people can earn stuff like Ebay Bucks when they see the movie.
On the day the movie comes out, a free drink & popcorn or candy.
Have a couple of players, or actors from the movie sign autographs at the end of the movie at certain times.
Include codes on movie tickets, and give prizes away online.
Promo cards passed out or placed in seats at sporting events, malls, or in rooms where other movies are showing, and etc. Cards about the size of the booklets you get when you by cds. A nice huge picture on the front, and info about the movie on the back. Put the card inside cd albums. Even a free ticket at random to see the movie.
Let Oprah see the movie, and see if she wants to do a special for it in one of her shows.
Comment by Sammie -
If you could advertise on a billboard in the sky for millions of people to see every day would you do it? When you travel by air, what is the one thing you do vitually every time you go to land? You look out the window to see the landscape, you look down at the grownd just to see what there is to see. Millions of people do this every day. My unique somewhat bizzare idea is POOLS. That’s right in ground swimming pools in airport flight paths. When you look down you see pools. Why not advertise day and night in lighted pools. Advertise by resurfacing the pool with what ever it is you want to get out there. And, millions of people will see it every day. Pick pools in flight paths of what ever targeted airports that you want to market. It can be a movie, a beer, or maybe even a basketball team you promote. Whatever it is millions of people will see it. Test it, try my pool and see. My pool can use resurfacing anyway and I am in the DFW flight path.
Comment by Scott -
I can’t remember the last time I actually had “fun” at a movie theater. Half the reason my family stays at home is the nonsense you have to put up with – and then end up seeing a BAD picture. BUT – what if you actually made it fun to go to a movie premiere?
People will remember fun – that creates buzz – driving more people back to the theater for the next show.
So, how would I do that? Knock their socks off, Mark. Add a live warm-up act to every screen (much like they do for studio audiences at TV show pilots) – make people laugh so hard they don’t even remember the movie – they only remember the pre-show live interaction and they will go back the following night for more if the content is fresh.
I was thinking about the Alamo Draft House and how much fun it is to go when they have a live pre-show (or post show) and get the audience involved in the action – sort of quasi dinner theater / comedy club. (Come on down to Austin to check it out if you’ve never been. I’ll buy you a beer.)
Yes, I know – a daunting task – 1000 screens equals 1000 new employees for Mark Cuban Enterprises – AND they have to be some of the funniest people on the planet. You did say you wanted to be in the comedy business, too?
$30M (half the amount of one big-budget film) hires most of them for the whole movie season. Add script writers and unique production value – and I think you’ve got something to bring people out of their homes again.
Comment by Eseer -
Nobody who’s deaf or blind will leave the house unless your movie has captioning or audio description, respectively. So you can rule out those audiences unless you take accessibility seriously, which, if memory serves, you do not do, at least not in the context of HDNet.
Comment by Joe Clark -
There needs to be a change in the atmosphere in these theaters to get people to go watch movies. A movie by itself is not enough to get people to watch a movie. People that go to sports events do not just get entertained by watching the game. There are also cheerleaders and chants and other fun things that happen during the game that allow people to be entertained. Movies should follow that route and try and create that same type of entertainment instead of just relying on the movie.
Get rid of the individual seats and have comfortable couches or have chairs and a table and set it up like a dinner service. Try and create an atmosphere that fits with the movie or sports event that are shown. For romantic movies try and have love couches put into the theater. For comedies, use couches so it creates the atmosphere of watching it at home with your friends. For the artsy type movies you can set it up with chairs and a table and have an elegant dinner service to go along with the movie.
Sports events can also be shown and there should be more of a party atmosphere to it. Try to recreate the atmosphere of having friends over, having pizza and a few beers and chipping in for PPV event.
Comment by Philip -
give the fans more stake in the movie and how it turns out. every movie made is going to have a fan base, whether it is one the size of star wars, or one the size of napoleon dynamite, its all a matter of how you use it.
if its a movie that is based off of an already well known institution, whether it be a book, comic book, cartoon, etc, etc, use the fan base that it has instead of leaving it up to a director and writers that have no idea what they are doing. if you take the process of creating the movie down to the fans they will have a stake in what is being made. use contests to help design characters, determine what direction a character will take through the movie, determine who would live and who would die, if you do things like this, the fans will feel like they did something to help make the movie and go see it.
on the other end, do the same thing with other kinds of movies as well, give the fans that are going to be out there from the start a chance to really influence the way the movie is being made, to an extent, and that will get them talking. do a contest to give them a chance to come see the movie being filmed, give them a chance to be an extra in the movie, get them there to see it being made and they will talk to their friends, which will get their friends talking, and so on.
these might not be exactly new ways of thinking, but who cares how innovative it is if you make money on it.
Comment by John -
Contests. These days word of mouth/email/text messages do viral marketing for movies or youtube videos or goofy sites on the net for free. So you take your theaters and give the movie away for free…once a week. Once a week, after the credits roll, everyone in the theater gets their money back. So folks looking to roll the dice choose your theater over AMC and Loews, etc.
Comment by Wacheena -
The movie going audience needs to be segmented. There should be season passes or subscriptions that are paid for up front like a ski lift pass. Anytime passes are more expensive than weekday evening passes which are more expensive that daytime passes. Make family passes available. People with passes pay less at the concession. People with passes get guaranteed seats. (It seems as if yield/seat management of multiplexes could be a lot better.) That’s all for now. I don’t need a job but there are many, many more things to do, aside from making better movies, to get people into theatres.
Comment by Steve -
First, sell movie “theater seat time-shares” for popular movie venues nationwide. That is, one could buy rights to x seats per showing at participating theaters from drive-ins to cineplexes, to downtown dinner theaters or amphitheaters and more, wherever and whenever.
Allow patrons to swap and trade their time-shares among the public at large (with all the rights and attendant annual fees due to the new owner), Luxury, VIP and Club. Tickets to each performance reserved by owner number in advance.
This means booked entertainment and catered dining for early arrivals before showings. Creates opportunities for participating theaters to offer VIP (Red carpet entrance, valet parking), Luxury (suites), and Club seating.
Potentially, all seats for all showings would be pre-sold at appropriate price by level of exclusivity. It would be up to the time share owners to find the movie of interest.
Unsold “time-shares” for each showing always open to the walk-in public at the Club level.
Comment by Jose Di Marco -
Here are a few ideas, off the top of my head. Get to work with IMAX, to push bigscreen-format and 3D movies. You’re on the cutting edge with HDNet, so you know that IMAX is to movies what HD is to TV. But thats a content issue, not a marketing one. Heres a thought: special edition screenings of films with deleted scenes included – specifically deleted scenes that wont be on the DVD. You want to give people added value, that they can’t match by buying the DVD, and that means extra content. Since Landmark already has digital projectors, run movies in different languages to hit those niches (especially in ethnic hotbeds, i.e. the same movie in LA would be in English or Spanish, in two different theaters, at the same time).
Comment by Alex -
Five questions pop up to help get at the answer Cuban is looking for:
* What is the job that people are ‘hiring’ movies for when they go to the theater?
* What are barriers to the consumption of movies?
* Are there ways to eliminate or reduce some of these barriers?
* Are parts of the market overshot?
* Is there a simpler, lower-cost approach that appeals to a neglected or underserved market segment?
The first two questions are relatively straightforward and I will take a quick crack at them.
http://www.ondisruption.com/my_weblog/2006/07/disrupting_the_.html
The other three questions are at the heart of the issue and I will will attempt to address them over time. It would be a disservice to rattle of quick answers on those issues.
Mike@OnDisruption.com
Comment by Michael Urlocker -
i go see all genres of movies for one reason only because it is my choice
now i am influenced by many factors such as word of mouth, possibly reading something on the internet about the movie, movie trailers seen on tv…all these factors play a part in my decision
its hard for me to understand how ticket prices have risen so much in the past 15-20 years like ppl have money to throw around to go watch a 2-3 hour movie and then what? not a damn thing no perks just a damn movie cmon now we are in the age when so many incentives are being thrown at ppl to get them to buy products (automobile sales for example salesman gave me four vouchers for free fillups after recently purchasing car small things do count) and the movie industry still thinks that the popularity of actors altogher movie mojo can entice me to spend 20 on me and my date to see a movie (im not cheap either i just feel that i can spend 20 going towards dinner and drinks and get the same response from my date and i dont have to waste 2-3 hours at possibly a dumb a** movie)
sorry for the tirade here is my solution:
first off get with with the times, done are the old fashioned ways for paying for things…lose the paper ticket, NFC (near field communication is here) and you can only read and know that overseas consumers use their cellphone to pay for products more so than a credit card (plus you need it anyway to call up friends to tell them what time to meet at the movies)
now why not couple this technology with a dedicated movie site applicable to phone browsers…most phones can access wi-fi networks and have pretty good d/l times acessing traditional websites so why not a simple site that i can search my location, then genre and find movie information that is appealing to me at the moment (maybe overheard someone at the restaurant where i am dining with date and want to know where the movie is playing that they are raving about) so its immediate and gets me to where i can find movie information instantaneously
lets go back to near field communcation for a moment, i am not all the way clear but i know technologically this should not be a deterrent…either let me buy the freakin tickets right there on my phone or quite possibly let me establish an account on this movie site that enables me to deposit money and use this money using NFC to buy tickets at the theater of my choice where i already know its playing
would be also pretty tight on the site if the the location piece could find theater near you by taking in the GPS location using the cell phone (just an idea for to increae user adoption)
lastly, the site will also send me permission based text alerts when new movies have arrived in DB, based on my preferences (i want to be alerted whenever a new movie with Eve Mendes comes out becuz i think she is beautiful or whenever a new comedy comes out) let the site bear the cost of text messaging just have to make sure SMS gateways give competive rates especially if you are sending lets say millions of text messages a month (i am confident the user base will get this large to have to send this many) and oh how valuable this list will be for cross-sell and up-sell opportunities
one other thing it would also be nice if i bought ten tickets in one month or something to that effect and i get voucher for $30-$50 to use for a dinner for two at a nice fancy restaurant (i can go on with different marketing ideas but i will leave that to the experts) but im just saying for a family of 4 that would give me incentive to take the family to at least 3 movies a month so i can take the wife to a nice restaurant (kids could be entertained every weekend and the wife would definitely appreciate a dinner at a nice restaurant and i would like the fact that i may only need to add another $20 dollars or maybe nothing to pay for the dinner)
so to sum it up the person taking tickets at the theater still may have to take tickets for those not ready to use new technology but less money will be spent for paper to create tickets and we save some trees…also the movie studios will still want to spend money on traditional marketing techniques tv ads, etc. but alot less
eventually movie studios can deliver these trailers using the site as all cell phones become more and more media rich we can view the trailer from the cell phone which has to be alot cheaper than paying the tv station to air it e.g., get new text message alert for new Carmen Diaz movie and i can go directly to site and d/l or view the trailer to the movie buy my ticket and all without being touched by any other advetising campaign
one more thing lets get the independent movie studios in the game we can let them also deliver marketing about their movies on our site and reach our customer base without having to worry about how can we come up with money to market this movie, let them be creative to make movies and provide the medium to reach their potential fans
well i know am I long winded but thats how it is sometimes when the juices get flowing in my brain
thanks for the time
Comment by GMAN -
Mark,
I am not sure if anyone has suggested this as there are 750+ comments and I don’t have the time to go through all of them. So if someone had suggested this idea already I apologize in advance.
I am a entrepreneur in the tech industry and being a entrepreneur you always have to a go for a niche market with differentiation that no one else has in the industry.Very hard to do. On the other hand I am also a family guy with a 2 year old and me and my wife have not been to the movie theater in 2+ years. A lot of you with young kids know what I am talking about:) The reason we don’t go is because not for the price or the time its because there are no relatives who live close to us and we want our daughter to be left somewhere safe if we do decide to go. Lot of daycares are also not open in the evenings. I live in California and the only chance we get to go to a movie is when grandparents visit from Dallas or when we visit them.
So my idea is little out of whack and hopefully don’t get blasted from other people, but this is something that will work from my point of view. The idea behind the whole experience of watching movie that it should be relaxing and I don’t have to worry about babysitters and making sure the babysitter is there on time, making sure we grab something to eat first and don’t be late to movie. So what I am suggesting is where all of the things I mentioned will be taken care in one place. So the point is to aggregate everything in one place.
First thing is to have daycare in the theaters(think in terms of Gymboree minus the parents), Second have a restaurant, not fast food, but something like Chili’s or something above that, but this is not too important for me, more for convenience and third is to package all this in one dollar amount. Since food is variable in terms of pricing you can package movie and daycare unless you have a buffet. If you want to go even further you can have a subscription model, this is just an example for $200/year you can watch 2 movies every month with day care provided for those number of hours for the movie. The daycare should cater to different kids like for older kids and younger kids, sleeping room, playing room and etc. If people are not interested in the yearly package do a weekend package or weekday package, afternoon package 3 month, 6 moth package or one day package and so on. Hey don’t you have something like this in the NBA for game packages?
Provide a way for people to do reservations, so people will have a piece of mind when they get there, they have a place for their kids in the daycare and better management for you guys also. Provide a beeper that vibrates if they need for the parents to come to the daycare area for any particular reason.
In my opinion good advertising is word of mouth and other niche market is stay home moms. My wife is involved in mom’s group and they are always planning out activates for all the moms every other week, so for some mom’s this will be a great option to take their kids to a place where there is daycare right outside the door where they are watching movies.Moms wont do this often but sometime when they get an opportunity like this they will do anything to be away from their kids for 2+ hours. Stay home moms will only have time to do this during daytime and the last time I checked most movie theater’s make their money at evenings and weekends, so this is adding revenue when traditional movie theaters are not supposed to make money during weekday day shows. So cater to moms in the afternoon and whole family in evenings and weekends. Also you know most of these moms email a lot or are a part of discussion groups, so if one person has a good experience and mentions something good about the experience you are milking money after that:) Of course you have to spend money initially to make money.
Hope this helps and if there is something like this already in northern California, please let me know. Remember Mark most people have time and money they just need a good reason to spend it and people will always try something out for the first time if it is interesting and beneficial to them, you just have to make the experience pain free and enjoyable.
Comment by Ravi Rajagopal -
Mark,
Half
Never
Slow
Complete
Secondary
Ownership
Regards,
Fred
Comment by Fred -
The idea is not mine. It is done now in The Netherlands(where I live).
Pathé Netherlands(www.pathe.nl)has intreduced 6 months ago an unlimited pass. For the price of € 17.50 per month(and I let u do the math how much is this in US$) any holder of such pass can go to any movie in any Pathé theatre across The Netherlands, with no extra cost. As a movie ticket cost here around € 9(consumtion not included), if u go to 2 films a month, you have covered the costs.The more you go the cheapest is your avarage ticket price. You tend to use such pass and go more often to the movie. You even watch films you didn’t think you would like to see. But he,it cost you no extra’s so why not.Each pass has a photo of its holder and therefore is personal and not transferable.In that way someone fom Dallas can see a film somewhere else in the US, as long as he see it in one of your theatres.
The terms and conditions(and I only quote the most important) on the pass are very simple:
1. When purchasing the pass, you need to be a memeber for at least 4 months(can be adjusted to local terms).
2.Tickets depends on availability and can be purchase as of 1 hour before the screening.
3. You can go to any movie in the chain, no matter where,what day or how late.
4. You can buy 1 ticket per pass.
I think that for more information about logistic and how succesful the pass is,you should contact pathé.nl.
After writing the above I have some added ideas for you.
1. Make the pass a sort of loyality club. Arrange, once a month, a special preview screening for pass holders. If they liked the film, they will tell it to thier friends. That is called free advartising.It can also backfire if they didn’t like the film. But that will cost you less the 60 mm.
2. Focus on you theatre. Make sure that ALL of your theatre have the optimal screening possibilities(comfortabel seats,big screen,perfect sound & projection systhem). Visiting your theatrs should be an experience people will treasure and would like to repeat.
Anyway I have said enough. Success.
Comment by shai -
Mr. Cuban,
I would keep it simple. Put a private, “small” movie theatre across from every starbucks in the country. Remove concessions out of the formula, allow people to bring in food and soda as they wish. By setting up your own theaters, small 50 – 100 capacity on every corner you will have created free advertising.
Starbucks or any other chain will generate the foot traffic. This also eliminates the cut of the revenue that the theatre gets and with no restrictions on food and soda it will be great for families. I’m sure you could deliver the movies to their home but I enjoy leaving my home once in a while and enjoying a night out with the family. Also, you could fill in the slow periods with sporting event coverage and other special presentations, even competitors movies, might as well make some money off of their hard work too!
Comment by Brad Loomis -
post 10-20 mins of beginning of the movie available online. allow them to share it on sites such as exaroom.com 😉
now that i already saw the first 10 mins of movie that I liked, i can take time getting popcorn and soda.
Comment by Song Kim -
Mark:
The key problem is with your premise of driving people to theaters. That is the same as pushing people into record stores to buy more music.
Deliver movies directly into the house at the same time (the key here…at the same time) they are released in theaters. People will spend more for a hollywood premier delivered into their home media rooms.
How cool it would it be to have the ability to watch Talladega Nights-The Ballad of Ricky Bobby from home on Aug. 4 vs. the theater?
JW
Comment by JW -
Let us go into one theater, hate the pic, and go to another one just starting up without fiddling around with ticket refunds and resells. Sell liquor. Radio block cell phones. Set up high-end private rooms (skyboxes!) Designate theaters by taste: one for squawking, talking and fistfights, and one for watching movies. PPV boxing on closed circuit. Sell corn dogs already. Bring back ushers, and give them the muscle and training to kick the hell out of bad customers. Put em back in tuxedoes, too. Host pinball tournaments. Sell more liquor.
Develop interactive horror movies, so if we yell at the screen at some idiot “DON’T GO INTO THE BASEMENT”, he hears us and instead runs like hell to the police, who are, of course brain-eating zombies. But at least the person is killed because of scary stuff, not because he’s a moron who has never seen a horror movie.
Offer a kid-care/play area.
We go to the YMCA three times a week just for the “free” child care, and I assure you, the Y has a monthly gross from us that is probably 3 to 6 times what the local theater is making. Kids don’t always want to go to a movie, but they always want to climb on something dangerous. Just give them something dangerous to climb on and a couple of half-sane employees who can keep our little ones alive for two and a half hours already.
Remember why movies got popular in the first place: they replaced the hassle and expense of stage productions, they ran movies, newsreels, shorts, previews constantly, they charged a dime for an afternoon or evening of entertainment. Sure TV and technology have pretty much kicked movie theaters’ teeth in, but that doesn’t mean the things aren’t viable.
Just make ’em fun again. A place to go, with more value than whatever is on the screen. Re-master and run some cool old crap with digital sound and sell the soundtracks. Pat Garrett & Billy The Kidd, 2001, you know the drill.
More “General Audience” (G) movies with war and kissing in them. Half the movies I watched as a kid had all sorts of action-adventure, history, and romance in them, but were really geared for an older audience. Although I’m happy to take my kids to movies like the Rookie and Dreamer, or the occasional Pixar offering, there is so much more you can do with “G.” But these are movies my kids want to see, but I end up enjoying. I’d love to take my kids to a movie I want to see, but that they end up enjoying. If I go with my kids, it is rare that I’ll even go to PG, unless I’ve already screened it. G doesn’t have to mean “generic.” Look at the old catalog of G movies, and make a few like that.
Along those lines, I wouldn’t mind a few more self-imposed language, fart, nipple and butt-crack restrictions on all movies. Talk about distracting from the plot, and these have become almost standard, because some yahoo in Hollywood is under the sad, sad misconception that a series of flatulent raspberries continue to “push the artistic frontiers.”
I still think the big screen is an awesome experience, but right now, almost everything surrounding that experience (the inconvenience, the great concession depression, bad movie-goers, the lack of child care) is what peels away most people, because if the movies today suck so bad, why are DVD sales through the roof?
Make the destination a destination again, and your gate receipts will go up and your costs-to-market will go down.
And sell liquor.
Comment by Dan -
Know your target audience. Once you know your “shopper” then you will know what will work. I think #4 gets it. Forget movie clubs, award programs, all that jazz, it is all a shot in the dark until you know who you are talking to. Once you know your audience then you can just pick and choose from things you know they want and things that motivate them to action.
Comment by Jeremy -
Hey Mark,
How about this, pre-release the entire video portion of the movie online but not the audio. Allow the potential audience to dub in thier own dialogue ala “What’s Up, Tiger Lilly?”, thus making You Tube your marketing point man.
Comment by HighAnkleSprain -
Since your movies are generally word of mouth indy kinds of movies, you need as many words of mouth you can get. So… offer free admission opening weekend. Not only are you guaranteed sellouts because it’s free, the media will fall all over you (at least at first) because it’s never been done before. Free advertising.
Comment by Luke -
There have been lots of “good” thoughts displayed here so far. There are a couple factors that keep the wife and me away from the movie theatre: costs and the under 18 crowd. While it would be nice to be able to go to the movies without a bunch of children running around and screaming, or a bunch of immature teens yapping and throwing popcorn around; I fully understand that they are a part of the audience as well, so they cannot be excluded. I, however, do have an idea about the cost. Why not auction off movie seats? How much do you think you could have gotten for a ticket during the opening weekend of Star Wars? I know several people that would have given an arm & leg to be one of the first to see it. For a really good movie, perhaps you generate a little extra income; for a film with less hype, maybe just making sure you fill up the theatre is the goal… If you can sell 100 extra seats at half price for a movie that might be playing for a near empty theatre, why not do it? PriceLine.com is still in business, so why not http://www.movieticketauctions.com (when you advertise the trailer, you can advertise the site)? I checked GoDaddy, it is available.
Comment by James -
My idea is to have a prerecorded message from the “Star” or “Stars” of the movie personally invite me to attend. For example Will Ferrell would record a funny message asking me to see his movie “Talladega Nights: The Ballad of Ricky Bobby”. I would get the call on my cell…recognize his voice… laugh and remember to check out his movie!!! I might even save it to play for my friend who is a big fan. You could send the message to anyone who has a phone\cell phone. So you can market to virtually everyone very quickly! Also should be very inexpensive to do.
Let me know what you think.
You know you can always get my on my cell.
Comment by Sarah -
Have two great ideas for a movie. pick the one that would have mass appeal for a TV broadcast on your network or the like. This would generate buzz. after a sucessful run on TV, the selling would be easy by promoting the 2nd idea as a movie by the folks who brought you that great tv boradcast movie.
Comment by Hutch -
A substantial portion of potential fans avoid movies that offend their values, and it seems that most movies offend millions of potential fans nowadays. Courts have recently ruled it an infringement of copyright for third parties to edit out offensive movie segments. But there’s nothing to keep movie makers from offering alternative versions of the same movie at different ratings. Make A and B versions and expand your potential market enormously.
Comment by Frank Walters -
Mark,
Let me get right to it.
The movie market place is FAT and LAZY. This is GREAT and should be REWARDED!
“Zero Risk Movie”
When people come to see a movie, offer a 100% guarantee refund of there money assuming they leave at intermission. (Which would last about a min right before the best hook in the movie.
Where is the genius?
People are fat, the ticket is already paid for and if the movie is even worth seeing they will sit through it.
It takes less work to stay seated then it does to get up and leave. If you didn’t want to refund the cash you could give them a free movie pass for next time they come to your theater.
Peer pressure. Just one person in the group who likes the movie can convince the entire group to stay. Please tell me what guy on a date wants to look cheap and say,
”let’s save some money and leave early?” Even I would have trouble convincing my woman that we should leave another tired JLO flick.
If they do leave, you would have already sold them a couple LARGE SODAS, a JUMBO POPCORN, and 15 minutes worth of ad time. If a movie can’t keep 85% of people in the seats, then you should drop it anyway.
Thanks,
Jason
Comment by Jason -
There are 2 possibilites:
1) Use websites like youtube.com or a totally new website dedicated to displaying the first 10 minutes of each film about to open each week. I would definetly go to this website every friday to see what’s opening that weekend and watch the first 10 minutes of it. Make the bandwith larger to upload short films or the first 10 minutes of a film.
2) Start a new publication dedicated to the films coming out in the next few months. Print is cheaper than media right? Offer some sort of free newsletter that people can subscribe to either online or at a movie theater lobby. I would love to receive a newsletter each month that has the descriptions of upcoming movies and a tid bit of movie related news.
Comment by Derek -
I think the challenge lies with getting people off their fat asses. we seem to be such a lazy society and with the introduction of more advanced home theater technologies people dont feel the need to get out of their houses. i think in order to get people to attend a movie we have to change the mindset of the viewers. i think part of this change can be done by providing an experience that you simply can’t get unless you go to the theaters.
i look at it like a basketball game. its always better to watch a basketball game at the arena so you can feel the intensity and soak in the atmosphere and feel of being at the game. it just doesnt compare to watching it on your couch. i think teams that have trouble with attendance because their fans have the mindset that its not worth attending the actual game. its just as good for them to watch the game from their couch and its not worth their time and money to get up and go to the arena.
i think the other problem is with the critics. in my opinion movie critics are worse than nba referees. The reason they are so bad is because they look at movies in a different light than the average movie goer. I took film and acting classes in college that totally changed my perspective on how to watch movies. it made my expectations rise as far as plot, acting and quality of production is concerned. however, the average movie goer isnt trained to look for certain things. they want to be entertained and for the most part entertaining movies seem to get bad to decent reviews. and if there are negative reviews about a movie then why would anyone want to go see it?
just my 2 cents. if you want a third cent, itll cost ya…….mahalo
Comment by Keith Alan -
How about this: Make the movie downloadable. Technology is there to watermark it, and make it usless if it’s transferred to another media/computer. Charge the $7 or whatever pricetag to it, and you just opened up a completely new way to do things.
Comment by Mike -
Build the anticipated ending of the movie by releasing it to small groups on the web either paid or unpaid. The movie is a completion of the arc. The best way to do this over and over again and resell it to others is be the wifi provider and give the 802.11 device to the users and control the deck of the device. By linking the wifi to a municipal government and using cable provider bandwidth you will avoid the crash of the cellular networks revenues and the anger of the carriers. VOIP should be free and if the wifis are meshed and networked you are providing a great service and have gained the deck space now owned by four cellular carriers. The device should cost no more than $30 per user and the cost versus the cost to acquire clients for cellular networks is $170 cheaper and for banking its $45 cheaper. So conquer the deck space via free wifi and cheap 802.11 phones and the viral world of audience anticipation is your for the asking from anyone.
Comment by James Nesfield -
If I were a studio head, I would be offering my films:
(1) via direct in-browser downloads; you simply go to the movie’s website, put in your credit card number, and download the movie by clicking a SINGLE link; let people choose the format (for their iPod, their PSP, etc.); make this site crazy simple to navigate; as far as DRM, use as little as you can get away with
(2) via DVD; to rent or buy
(3) in theatres
The direct downloads needs to be offered before the others. Spend $10 million in tv, radio and print advertising driving people to the website. Then, let the website carry the load.
Let the website market the film for you. Allow people who buy the movie to share it with ONE person (tracked via an IP or Mac address) for free. Then allow people to choose a single 5-min clip of the film (their favorite scene) that they can embed the video of on their MySpace page, YouTube account, blog, personal site, etc. Let them show your movie off for free.
Then, once the buzz is big enough, start rolling out the film to DVD rental houses (online and brick-and-mortar) and theatres. Start small, grow as the demand increases.
The point is to spend a little bit of money in the right places to drive the right people (bloggers, YouTubers, MySpacers, etc.) to the film’s website. Then, let the website do the work. It’s all viral baby.
Comment by Jonathan Powers -
If I were a studio head, I would be offering my films:
(1) via direct in-browser downloads; you simply go to the movie’s website, put in your credit card number, and download the movie by clicking a SINGLE link; let people choose the format (for their iPod, their PSP, etc.); make this site crazy simple to navigate; as far as DRM, use as little as you can get away with
(2) via DVD; to rent or buy
(3) in theatres
The direct downloads needs to be offered before the others. Spend $10 million in tv, radio and print advertising driving people to the website. Then, let the website carry the load.
Let the website market the film for you. Allow people who buy the movie to share it with ONE person (tracked via an IP or Mac address) for free. Then allow people to choose a single 5-min clip of the film (their favorite scene) that they can embed the video of on their MySpace page, YouTube account, blog, personal site, etc. Let them show your movie off for free.
Then, once the buzz is big enough, start rolling out the film to DVD rental houses (online and brick-and-mortar) and theatres. Start small, grow as the demand increases.
The point is to spend a little bit of money in the right places to drive the right people (bloggers, YouTubers, MySpacers, etc.) to the film’s website. Then, let the website do the work. It’s all viral baby.
Comment by Jonathan Powers -
Mark, I think the answer is simple in nature, but complex in execution. (Exactly the type of idea consumers and marketers love!)
The viewing paradigm has already shifted from theater to home theater. Therefore theater goers should be rewarded for their loyalty in a way that breaks the mold.
“That looks like a movie I’ll see on DVD.”
In my opinion theater owners need to break that habit, because the above statement results in lost sales.
Therefore, why not make an unprecendented offer to theater-goers… by seeing the movie in the theater, you are now a PRIVILEGED CUSTOMER of that property.
You will…
1. Receive a substantial discount on the DVD release.
2. Be offered an exclusive early purchase window to buy the DVD (HDDVD, Blu-Ray, or Amazon DV).
3. Receive a discount ticket to a similar movie in the future.
4. Receive a Amazon DV version of the movie for their portable player.
This eliminates the excuse to “wait until the DVD comes out” since they will be getting it a cost savings. As a theater-goer, I am now incented with real offers of CONTENT, which is currently the reigning King.
I wanted to keep this simple and short, but if you select my idea, I will do everything I can to make this work.
I have a strong Relationship Marketing background (I’ve been working at a top agency since I got out of school 6 years ago) and I specialize in Interactive Marketing through the direct channel.
Also, I like to think that I am familiar with your business ideals, through your postings on this blog (first time caller, long time listener).
Keith Soljacich
keith@latham.com
http://www.latham.com
Comment by Keith Soljacich -
The Movie Business Challenge.
Hi Mark, big fan of you, your work and great ideas.
Treat the customer like they’re an investor. After all they’re investing their time and hard earned money. In return for their investment they can expect me to give them a great movie and a better one the future. Have them looking forward to your next film right away. Not only will it be bigger and better. It’s bigger and better because of our investors. This is their reward.
1. Problem: People don’t care about your movie, it’s all being shoved down their throats the same way day in and day out so they don’t care to listen to the same B.S. There is not one person or face we can go to so we don’t care.
a. Solution: Have one person with a name who represents a certain Genre of film. Lets call them a Genre Representitive. When you have a horror film coming out you see someone like Vamprilla (Our Genre Rep) who will give you a brief run down of the film. Do that for each genre and get people used to having that one face and name that they can count on to tell them about all the films in that genre covered that are currently out. One person, One name. Kind of like the Golden Arches in a way. I know all films are different yet if one person could pitch it to us like we are investors because that is what are film lovers are. Investors.
Another idea is based on what our Genre Rep says about a film that might influence the price of your ticket. Why pay the same price for a great movie as opposed to a shitty film that sucks. Some people like going to shitty films others don’t. You don’t pay the same for a Benz as you do a Ford or do you?
Include your loyal movie lovers by making them part of the decision process on what your next film to green light might be? Maybe even to go as far as to use that method for casting as well.
Thanks for the job. When do I start getting paid. I’m ready with tons more!
Mike Naylor
7320 Hawthorn Ave #423
Los Angeles California 90046
310-925-0647 Cell
323-969-0813 Home
Ex Military/movie lover and film maker.
Comment by Mike Naylor -
Advertise where people will have to see it. In places where people go every day an have to wait. Such as
POST OFFICE
DOCTOR’S OFFICE
TIRE STORE OR GARAGE
OR ON THE BACKS AND FRONTS OF 7 FOOT MEN THAT PEOPLE STARE AT EVERYTIME THAT THEY GO OUT INTO PUBLIC
Comment by Greg -
Final Suggestion for Today:
Put my film which encompasses my suggestion on 35mm film. It will draw a crowd based upon the suggestions that I provided earlier.
Comment by Ros Mickens -
Oh God, enough with the “family friendly movies all the time 24/7” C’mon!
You don’t have to make family friendly movies all the time to pack a theatre. Look at M. Night’s 1st (and only really good movie) “The 6th Sense”. You had to see that movie twice to make sure you saw everything the first time. I would not consider this movie a “family friendly flick”. Many multiplexes have day care centers. No offense to parents, but I don’t want to hear your kids crying in my ear at the theatre.
What needs to happen is more face-to-face, word-of-mouth promotion for the good to great films. You can do a film for a few $M and get a high turnover success ratio. If you have a $3M film and make $30M off the film, I’d say it was a success.
International markets are a different animal because Americans are pretty egocentric and they hate that in Europe & Asia. India has a much larger market than ours because theatre going is part of the culture. They aren’t as spoiled as we are here and appreciate a new flick. (Granted most of the Bollywood themes are the same damn thing, over and over and over again…) They appreciate seeing East Indian people on-screen. The same with Tyler Perry and his core audience. Black people in the US will support a film with Black people plastered all over the film (if it’s any good). The same with Latinas supporting films like “Real Women Have Curves”. We love seeing ourselves on the big screen.
How many films show a multi-ethnic cast? You may have tokens on screen, but really most of the cast for large budget US films are White (to draw the White audience of course.) I’m not mad at them, but this country is filled with people from different nationalities and origins. People will support a good story with actors that look like them. I think this is one reason for the success of “Crash” and “Million Dollar Baby” and “Ray” the year before. You had exposure from people like Oprah Winfrey talking up “Crash” (which I LOVED)! C’mon, she could talk about asparagus and make people buy it that night!!! For real.
Like I said in an earlier blog. POLITICS is holding back many good writers, actors, directors, films. It’s the golden rule: Those that have the gold- rule.
Comment by Ros Mickens -
Give the movie away.
Free admission. Show ads before and after the movie. Ads on the back of the seats, ads on the wall of the theatre, and most important of all….ads IN the frickin’ movie.
Give away schwag bags of sample sized crap featured in the movies or tied to the attending demographic.
The only profitable airlines are using this model.
Movie goers are WILLINGLY subjecting themselves to a 90 minute captive marketing opp.
People are whores.
No more complaints about “high movie prices”
Comment by Jim Anchower -
I didn’t take the time to read through all of the posts that everyone has posted, so if I am piggy backing, please do accept my apologies.
This means of advertising would be relatively cheap, but after a few uses it would definitely lose it’s appeal (as most new advertising does). If you can generate enough press, you will get all of the advertising you need, without having to pay much of anything for it. One of the traditional methods is actors to make public appearances in the month or so leading up to the release of the film. This is done for every major release as the actors do their rounds to the late night shows, today show appearances and basically everwhere else they can be seen by a camera. My thought is to capitalize on this exposure by having the actors remain in character for every appearance they make during that time period. For example, if Will Ferrill was only Ricky Bobby for the past 2 months, attending NASCAR races, on Letterman, at the grocery store, everywhere. Another post had mentioned highlighting one of the characters without giving too much away from the film. Cut back the commercials for the movie and have Ricky Bobby parading around celebrity hot spots, getting into night clubs, everywhere. This would only work with certain actors for certain movies, but i think that it would be quite effective. Ricky Bobby would be in every US Weekly, People, ET, everywhere. The only danger would be over-saturation, but with the right mix it would work great. As an incentive to the actor/actress, tie their payment more closely to the Box Office take of the movie. If they were getting a larger percentage of the take of the film rather than a traditional pay day, they would be sufficiently motivated to remain in character for the month or so before the movie.
Comment by Ryan -
I knew what postings I would see here before I even logged on, and sure enough…
Yes, we need better quality in the movies that we see. I’m tired of seeing the same tired shit all the time, too. Trust me. But there is a reason every movie sucks and looks the same. There’s too much risk in taking a chance. Movies cost $100 million to make, and that’s BEFORE the marketing issues that Cuban brings up. Figure at least half that much again for marketing. People lose their jobs in LA for making a single mistake. Why take the chance? Right?
The problem is one of cost. Production costs. Distribution costs. Marketing and Promotion costs. Not to mention all the personal hairdressers, make-up and dog walkers for our stars. God knows they need those things.
We live in a digital technology age. Any solution that doesn’t include that is doomed to failure. We already have the ability to satellite relay films to theaters, so there isn’t even a need to send a master film copy anymore.
Personally, I feel the answer lies in driving costs down across the board.
• Film production in Texas (a non-union state) would be much more cost effective.
• Marketing is simple. Offer theaters that broadcast a number of movies through satellite relay. It would be not unlike HBO or the other pay channels, but in this instance, we would still see the films in a theater.
• Advertising would be much the same as it is currently, but you could then piggy-back several productions on one add. Offer more movies (made for less money) that all share the marketing budget. You would also continue to do the internet blitzkrieg that currently accompanies every film production.
There’s more, but I’ll save that for a possible interview. 🙂
Comment by Jim Clayton -
TV. Everyone has one.
Instead of little blips and one-liners from a movie, buy 2 minutes from a network and show an actual CLIP. No interruptions. Not 3-second clips strung together, but an actual scene. Do it in primetime.
Yeah, expensive, I know. But the exposure! Wow.
Another idea–buy a basic cable station (come on, you can afford it) and run current movie scenes (again, actual complete scenes) every evening. I’d watch that. Nothing else on TV but wars anyway.
One more: start a business where you install mini screens at the grocery store checkout (captive audience). Run movie scenes on it.
Last One: Send videos of scenes to places that sell TV’s, like Best Buy. They are trying to hold people’s attention in front of their plasma screens that are for sale–what better way than to engrosse the customer in a current film scene? The crap they currently show doesn’t really give you an idea of the TV’s capability anyway.
________________
I am saying run scenes because oftentimes, I catch a movie on HBO that is much better than I would have thought it would be. If I had known it was that good, I might have gone to a theater to see it. I also hate shelling out for a movie ticket, unless I’m sure I’m going to like the film. And I’m rarely sure I’ll like it.
PS–I require a pretty high salary.
Comment by Judith -
When I was a teenager, I was a regular movie theatre patron…2, 3 times every weekend, sometimes more. Then I got into my early 20s, and the appeal of the theatre wore off — in marketing-speak, the value propositions tailed off precipitously. I started noticing the crap-tastic maintenance, the noise level generated by patrons who seemed to believe they were in their own living rooms (add mobile phones for additional hell), the noise levels generated by infants and toddlers whose parents are too cheap to pay for a sitter, the over-priced food and beverage, the endless commercials, the poorly-maintainted restrooms, costly parking, the long waits in line for blockbuster movies, etc., etc. You’ve heard all the complaints, so I’m not gonna go on.
What value propositions remain, that bring me in every so often?
1. The “big-screen” experience: if a special-effects or epic blockbuster is well-reviewed (and you know how few of those come out every year), I might show up — if the theatre has a truly big screen (no multiplexes), a kick-arse audio system (that works), good lines of sight (no front-row seats unless it’s a “2001 – A Space Odessey” revival), and a projectionist who knows what he’s doing. If any of those things are missing consistently from a theatre, I’m taking my business elsewhere (they get one chance, contingent on a rain check being issued as compensation)
2. “Must-See” films: there are some movies I want to see when they’re released for reasons of timeliness (e.g. movies with awards buzz that aren’t out on DVD, films related to current events such as “Syriana” or “Inconvenient Truth”, sequels to quality movies, films by favourite directors and writers or with themes compelling to me personally). This is not really an exhibitor issue, except insofar as they choose what they’re going to run.
3. The group experience: nothing like attending a movie where everyone in the auditorium is either laughing or cheering (or perhaps screaming, though I’m not a horror guy) at the same time. I’ve also been corny enough to enjoy things like the Sound of Music sing-alongs and Rocky Horror. Again, this is more of a product issue than an exhibitor one, but it may be a marketing angle that you can use in conjunction with the social networking stuff.
4. Theatres for grownups: such as Muvico, which I’ve patronised in Florida. You know the drill: private boxes with easy-chair-style seating, beer and wine sales, quality food, vigilant ushers who are proactive. All this chases away the teenagers, who’ll show up anyhow for a dark and private place to smooch or to make obnoxious spectacles of themselves.
5. No commercials: a few (5 or less) trailers are fine, but the rest is an insult to the patron. Same, I’m afraid, with the heavy-handed charity-bucket walk-throughs that are done sometimes (I’d put up with one on-screen PSA, but anything else is overkill). And while you’re at it, you can address the other hassles I listed above (though I hear Landmark is a pretty good chain in that regard).
Product/content issues aside, I can fulfill most of these value propositions by waiting for the DVD and watching it on my home system. #3 is probably the most difficult to simulate at home, so you’re definitely placing the marketing emphasis where it counts. The critical issue is that “a night out” is an inherently social thing, and consuming a two-hour film in the dark is not really a social thing unless the movie is worthy of discussion over dinner or drinks later (perhaps at an affiliated bar or restaurant), or unless it’s compelling enough to make the crowd roar at key moments during the show.
I’m not going to provide any specific recommendations here* — e-mail me if you like, but I’m betting that between this thread, your own due diligence when you bought Landmark and a crackerjack staff you’ve likely heard ’em all. Honestly, I don’t think that exhibitors have a very bright future except with patrons who have low income levels and/or low expectations of product and experience. But I’ll give you credit for taking a risk on something you obviously believe in, and going beyond the usual surveys and focus groups to get feedback and ideas.
* Ok, a small one: bring back Warner Bros.-style cartoon shorts before the show. By Warner Bros.-style, I mean Chuck Jones/Termite Terrace wacked out. Once in a while, an exhibitor will surprise me with a cartoon, and I’ve always been impressed enough to hope that it would become a regular thing (never did).
Comment by Gracchus -
Show the first 10 minutes of a movie for free and then viewers can have the option of purchasing/downloading the rest of the movie.
The novelty of the moviegoing experience has worn off and people prefer to watch movies in their own homes.
Today’s consumer seeks control. We want to be able to pause, rewind and fast forward. We want to pause the movie to get up and go to the bathroom or replay a funny scene. Or fast forward through a boring montage. At home, you can eat whatever you want and you don’t have to pay $10 for a crappy tray of nachos. Plus you can wear (or not wear)whatever you want.
Comment by Karmina -
Well I agree with making the great movies…movies that are relevant to the movie watching public but also offers a plot or twist that allows the movie watcher to live vicariously through the characters…but that’s the simple part.
If you really want to make money with movies at low cost…higher some big names to play the role (preferably two people main people in the movie who in the media are viewed as enemies or on the outs). And then pump the media full of drama between the two actors and how they think the other one sucked in their role and couldn’t make a movie to save their life. Have the actors indirectly slam the other on talk shows, interviews, whatever.
Basically show very little previews, build movie hype through malicious and slanderous gossip and don’t let any movie critics with a major platform see the movie before it comes out.
Comment by J.W. Clark -
Mr. Cuban,
Option 1:
If you want people to go to the theaters instead of watching movies on their HDTV’s. You have show them the differences between sitting at home and going out. Perhaps with humorous and viral ads.(Ala Mac vs. PC ads by Apple).
Why should I wait months for a movie to come out on DVD? When I can go to the theater today and watch the movie now. You have to show people that you don’t need to wait a long time to see the movie. There are many advantages to going out to a movie, you get to spend time with friends and hang out with them..ie: dinner +movie.
With the onset of Blueray, HD-DVD..etc and the hardware+movies needed ..costing hundreds even thousands of dollars, I think many would rather go to movies and spend $10. Where they can see a movie on a huge screen with surround sound. Also many people watch a movie just once, so why waste money on DVDs you are never going to watch?
I personally have a Home Theater in my basement with a projector, but most of the time I just watch movies that have been out for a while or play video games on it. I cannot get new movies that are out in theaters only.
The only possible way I can see movie theater viewer ship going up is via Viral Ads.
Option 2:
Now if you want to talk about increasing movie revenue and decreasing spending on Ads. Establish a HD movie download/streaming service+device over broadband. Movies should be simultaneously released at theater and via this service. (Maybe difficult to get past angry theater companies).
Most people are switching to HDTVs and already we have a huge broadband penetration in this country so I think there is a vast market for such a service. The movie download services today just plain suck. Come up with a vastly better service that has many titles and High Definition 720p and above. Forget Blue-Ray HD-DVD you have all your High Def movies on your Hard Drive. A 1 Terabyte Hard drive configuration should be enough and with the cost of Hard Drives coming down it shouldn’t be too expensive to have this.
This option has huge potential for revenue growth since a reliable service is not there today, albeit there will be heavy opposition from movie theaters, but not everyone is going to win, and there will still be a market for movie theaters, people who do not want to spend too much money on technology.
It is a great business opportunity. Perhaps Mr. Cuban, you can have another success like broadcast.com?
Well that’s all I can think of after reading your blog, If I think of more things (I’m sure I can, didn’t try too hard) I’ll be sure to post it.
PS: I see that many people above criticize the movie content, and suggest changing the movies. But my view is purely from a marketing standpoint; this is much more feasible then telling the movie studios what to create.
Comment by Karthik -
We go to the movies for a million reasons, many mentioned in this blog so far but the common denominator I believe is the social, collective experience of going to a theatre. Its not really the money, or even the relative value compared to other options out there (concerts, lectures, sports etc.), because whether the demographic is adolescent or baby boomer, seeing the movie at the theatre puts us in a current social flow, for whatever that means to each of us.
Sooo.. enhance the theatre experience, brand the chain, make the experience as hip as possible and imagine the great movie as a value add rather than the leading edge. Make Landmark the Hard Rock of the movie business only market plan to multiple demographics simultaneously. Give people the option of garlic or basil butter on the popcorn or sell a premium reclining seat. People buy tickets to the better music festivals and subscription series arts events long before the talent is identified because of either a great past experience or because there is an urgency in the sell that caters to a select few and who doesnt want to be in that group?
Im about to launch a revolutionary media company that will take this premise to its max.. would love to discuss with you in further detail…
Comment by Michael -
My idea won’t work for every movie. However, it might make one movie really great. There is a movie coming out (“Snakes on an Airplane”) that is being hyped as a cult film before it is ever released. This is in large part due to the internet hype.
Some of the internet talk of random people has resulted in changes in the movie. Apparently they even reshot a few things based on what people wrote.
MY IDEA: Make a movie that is voted on. Obviously you don’t want to give the whole movie away. However, make it teasers from start to finish. Start the internet hype (on your website on to myspace.com onto SomthingAwful.com and Off-topic.net). Pose questions each day that will be factored into the screen writing such as “do you want the bad guy to win”. I am not sure if I would release the results of the voting each day or not.
This kind of grabs on to the reality craze. People want a say in what happens in other peoples lives (and in this case a movie).
This idea comes from books I read as kid where you would read the first chapter and at the end you decided if the girl would call the boy (go to page 12) or if the girl decided to wait for him to call (go to page 43).
Just some random, rambling thoughts. See what you think.
Comment by LaTasha -
Mark,
Seems like you are more concerned about the costs of driving people to the movies rather than maximizing your objective function – max revenue, max market share, etc.
I would focus on the revenue aspect of it more than cost-cutting efforts. To bring in more revenue, you either charge a higher price for the movies, or you bring in more people. If you can justify higher prices in certain markets, do so. In other places, why not open smaller movie theatres in many different places rather than big theatres next to the malls? For instance, you can rent or buy smaller buildings in more neighborhoods and build smaller scale auditoriums in there. Starbucks wants to open stores not too far from each other on a given road. So if you miss your latte in one, you want it by the time you get to the second store.
The impact of each additional revenue dollar is much higher than 1 dollar of savings. There’s no running away from advertising expenses, so the only other option is to try to maximize your revenue.
Hope this helps,
Mehmet
Comment by Mehmet -
With 600-odd comments already, I doubt this will be read, but anyway..
People used to go to the theatre for a sight and sound extravaganza, but now they can get that at home whenever the DVD comes out. Just as bookstores have had to adapt to online competitors by providing things the web sites can’t, the movie theatres will also have to adapt. But you can’t compete by marketing. You have to turn the theatres into something more than just a place with a big screen that shows movies. Make it a cool place to hang out for kids, teens and adults. Provide ways for the audiences to interact with the big screen BEFORE the movie starts – there are loads of things you could do to make it fun. Give people a reward for coming after the movie ends – on their way out, everybody gets a free shot at a basketball net decked out in Mavs colors for the chance to win a copy of the DVD when it comes out.
Comment by Aidan -
The reason movie audiences have delcine is two reasons. It the cost and it not personal. Movie tickets keep going up. In New Zealand we pay $15 to go to the movies round $10 US. Now I’m not going to spend that amount on a film if it not going to be great. The thing about the movies is you have no control of what is happening. People be eating popcorn next to you or behind your back, walking in front of you. Mobiles phones will ring and you don’t get bombard with commercials for 15 to 20 minutes. It better to hire or buy a dvd and you will fine that the average home has a home theatre that is ten times better than the theatre. You can by a home theatre for little as $200 with 5.1 audio (exclude tv). The best thing about dvd there is no satches on the film, it is in focus, digital transfer, 5.1 audio and best of all you have control. You hit the pause button when you want. I am suprise no one has pointed or maybe it has about the cost of going to the movies. The films that are made are not bad. It comes down to money. It always has and it alway will. And as technology improves with digital download the theatre ownens and the studios will continue to struggle.
Edward
Comment by Edward -
Mark,
Here are few of my ideas and comments:
Problem: I don’t think you can create a single theater for all people.
Solution: Use existing downtown and suburban areas to differentiate your consumer base. In a downtown theatre you could market more towards young, single people, or married couples who would like a “date night”. The infastructure is already there with nicer restauraunts, bars, coffee houses, shopping, etc. Partner with the businesses in offering “date movie” packages that include food and two tickets. Have the theatre make an age limit. A lot of downtown theatres are not going to have families going anyway. Make it an experience,t hat will last a night, not just 2 hours.
You could also do the same thing with the suburbs too. A lot of cities are building these “town centers”. Place a movie theatre in them. Partner with the local retailers in the center to offer some discounts to a movie with purchases, make it family friendly, because that’s who is going to be driving to the town center.
You’re not going to achieve the ticket revenue by building massive theatres all over the place. Pick your spots, market to the demographic that you want to attend to these location specific theatres. You’ve already done some great stuff with Landmark in Dallas. It’s in an upscale, smart neighborhood. You have helped produce smart movies that people in that area want to attend.
Comment by Matt -
I like Michael Dean’s idea a lot.
Comment by sl -
Movie Challenge-
Create a website.
Allow members (for a nominal fee per month) see the 1st half of each movie, with the 2nd half to be seen in a theater.
Allow the users to “write” the second half of the movie via web-voting, etc….to determine the fate of the characters. Early on, most moviegoers beocme emotionally attached to the characters, and have an idea about where they would like to see the movie go.
At that point, they are invested, and would have no choice but to see the 2nd half of it.
Comment by Michael Dean -
Movie Challenge-
Create a website.
Allow members (for a nominal fee per month) see the 1st half of each movie, with the 2nd half to be seen in a theater.
Allow the users to “write” the second half of the movie via web-voting, etc….to determine the fate of the characters. Early on, most moviegoers beocme emotionally attached to the characters, and have an idea about where they would like to see the movie go.
At that point, they are invested, and would have no choice but to see the 2nd half of it.
Comment by Michael Dean -
Mark, it’s easy. Make the customer king. Word of mouth is the way to go. No one wants to see 5 commercials before a movie. I can watch commercials at home. Previews are fine. I just don’t want to watch a commercial for Dove soap. Going to the movies used to be a special event. Commercials just cheapen the feel.
Put screens in the restrooms and hallways, so you don’t miss anything after you (or your little one) drank that whole gallon of soda before the movie because you had to get there early so you could have the best seat (I’m not the only one who does that, right?).
Make it more like home. What about reclining seats?
Comment by Josh -
I’m not sure if this idea has been thrown out there already, I didn’t read the 600+ replies but I’m a college student and I cannot afford to go to the movies, I either wait till they hit a dollar theatre or more likely download them for free, I know you don’t want to hear that but it’s one of the downfalls of the internet for the entertainment industry. My idea is create an online movie theatre. Have a discounted fee for a one time viewing of your movies online, or set them up for when you purchase “a ticket” you can watch them for like 24 hours. I’m sure you could find a way to let people go to your “movie theatre” website and watch the movie while protecting your content from them saving the file and distributing it privatly. That would be the only difficult part. Most internet connections today are fast enough to handle the size of the files and could download them relatively fast. Go Mavs!! Brian Hughes
Comment by Brian Hughes -
Easy and new marketing is what you are after.
From the movie “Opportunity Knocks” with Dana Carvey, “decisions are not made in the Boardroom but the bathroom”.
Low Cost
Install 3-D Arcrylic shells that fit over the hand dryers promoting the movie on the handdryers at ballparks, athletic fourms Walmart etc bathrooms. The shells would be a 3-d representation of the movie. With opening dates, locations etc.
Higher Cost
Or a 3-4in screen with a trailer running, possibly with sound etc. located in the same place. Add a touch screen to pick to see a trailer from several different movies etc. Add movie discounts on partical nights/days. Bring a friend 2 fer 1, etc. Insert past promotional gimmicks here.
You have 2-3 secs of undivided attention of a potential viewer/moviegoer.
Optional accessories, Discount tickets, vouchers for buying the DVD at a discounted price etc. The number people to see and discuss, I think, would be large. Thanks for this outlet. just a quick thought. There is more to this I think than just the installation, but just a thought.
Comment by Kevin -
How to create interest
No matter how much you promote a product people are only going to use it if they have an interest. So, outside of finding new avenues to spread the same crap there is no new and exciting way to market.
The answer to your problem is: Provide people with more information.
Instead of sending a cease and desist letter to a blog that snuck a shoot of the new Optimus Prime big rig POST details about it. Have tons of shots of it, have the director detail why they chose that exact car. Have the special effect crew explain the process and challenges of creating the effects.
Don’t just create sites for characters have the actors write about the process. People want to know what the leaded actor thought about some of the filming. Sure you can’t give the story away but a scene here and there can’t hurt. Shit, people want to know what the actor has for lunch. Create a brand and or a relationship between your customers and product. Stop trying to sell it and offer it.
Use the movies homepage for more then trailers and a release date have the directors blog, podcast or vidcast (put it on iTunes?), have the actors do the same or at least have them do something. Special effect details and behind the scenes movie major can be very interesting.
By creating a relationship with your customers you have the opportunity to overcome plot, character, actor, director flaws. You can’t do that if you just sell the product.
Comment by Eric Polerecky -
We all know that it’s much harder and costly to gain a new customer than to get an existing one to return.
The problem with movies is that for every flick, you are dealing with all new customers. There are no returning customers per se.
And that’s why you need to spend big marketing dollar every time.
Solution – Stop making stand-alone movies. Make movie series. But we are not talking about the crappy sequels that flood the market today. You need to take sequels to a higher ground. Write them, produce them, film them & cast them as a series (Think Star Wars, Lord of the Rings and Harry Potter). Make them like super-sized & super-charged TV series (24 on steroid) in the sense that each movie feels like a movie, but maintain a stylistic and (mostly importantly) quality integrity that TV series have.
But why stop here. You can completely revolutionalize the movie business by creating new genres that can take advantage of what stand-alone 140 minute movies cannot do.
What are these new genres? I don’t know and I’d leave it to your artisitic experts.
But the critical concept is that you have to create RETURNING CUSTOMERS. You have to guarantee them that if they enjoyed the first movie, they will very likely enjoy the subsequent ones too.
It’s this guarantee that will make them a returning customer.
You also have to tell them from the very first movie release that this is going to be a series.
This way, you might still have to spend 60M on the first movie, but once you get them hooked, and get them to anticipate the sequels, you can save a lot on your subsequent releases.
Think about how TV networks market their new series. Prior to the season opening, they blast you with long commercials telling you what the series is about and get you to watch just one episode. Once you start watching, they can ease off on the bombardment and simlpy remind you regularly that it’s on at 8pm on Wednesday.
Contrastly in movies today, consumers need to be convinced from scratch every time that a particular flick is worth watching. In the consumers’ mind there is no prior experience that they can confidently rely on that the next movie will be good. And this is why you need to spend 60M.
Another analogy: the Mavs. Once a fan like his first Mavs experienc, he’ll know what to expect the next time. Your fans might prefer a game vs Suns over one vs Hawks (just like somebody might prefer The Return of the King over the Two Towers), but all in all, once you got them into the arena once, you need to work less on marketing to get them to return for a second time.
Think novels. It’s pretty darn hard to convince readers to pick up a novel from an author they don’t know of. But if I already like the author, all the publisher needs to do is to tell me that he has a new book out. I’ll do the rest on Amazon.
In TV, spectator sports, and novels, there is something that gurantees enjoyment in a subsequent purchase based on some prior experience.
That’s what you need to do with movies.
Comment by Victor -
1) Super Hi-Def. If HDTV’s are like home theaters, then the theaters need to be Super theaters. I only go to the normal theater to see the awsome special effects. Otherwise I rent it or see it at the cheap seats.
2) Make less movies. Why do there have to be 2-3 clones of any movie comming out. And many of them suck. Make 1 or 2 really good movies a year, the kind that people want to see again and again.
3) Stop paying “superstars” rediculous amounts of money. Does it make sense to pay Tom Cruise 10% of the film budget?
4) Sell beer at the theater
5) lower prices, back in the day when we had more of a theater culture your average person could go to a movie on a whim. Now they are so expensive that they are a part of “Date night” which makes a $30 doller movie for 2 into a $60 special evening.
You will have to hire me to get my other great ideas!
Comment by ryan bean -
Here is my idea.
1) Charge an initial minimun amount ($2-$3) to get people out to go see movies.
2) Let them rate the movies after getting out of the theater by paying $0 for a bad movie, $1 for an o.k. movie, $2 for a fine movie, $3 for an excellent movie.
Benefit:
1) More people will get out to see movies because they are cheaper (minimum charge).
2) People will have a better feeling that they involve in the industry and whatever they feel the producers would know directly from them.
3) The movie makers would know immediately how people feel about their movies (without having to listen to the critics)
4) This will improve the way the movies will be made (good movies make more money)
5) The producer can use this data to promote their movies without having to pay any critics or media
6) In the long run, the producers will make better movies, and the consumers will get out more the see good movies (made the way they like)
This will be good in the long run for the whole movie industry.
Comment by sg16278 -
Abandon the theater…focus on the home experience. See my blog post/reply here:
http://jwikert.typepad.com/the_average_joe/2006/07/mark_cuban_wres.html
Comment by Joe Wikert -
I have been thinking some more about the theatrical experience. I think narrow windows between theatrical debut and DVD releases are hurting the theatrical grosses for all but the biggest “must see” films. Knowing you will have to wait almost a year for a release on video used to make the theatre experience more special, now it almost seems perfunctory and overall it makes the films seem more like product and less like entertainment. If the time between theatre and DVD could be expanded industry wide I think box office would go up for more films on average and perhaps boost the movie going culture too.
Here’s another crazy notion. Smaller neighborhood theatres. Many people have to travel pretty far to go to these vast multiplexes surrounded by ocean-like parking lots. Perhaps if there were, in a suburb for example, a few 2 or 3 screen theatres, that people could get to in 5 minutes or less they might be more willing to make the leap from couch to cinema.
I also think cell signal blocking would be fantastic. ; )
Comment by PVC -
1. Change the trailers
http://slate.com/id/2146382/ –Take the trailers and pull a 180. Create a type of ad that is specific to HDNet and 2929. Rudimentary, repetitive with a bit of kitsch. By making trailers that are unique (read, less footage more concept) you create a brand of advertising that further strengthens the loyalty to the product.
2. Limited edition mass produced collectibles.
The type of things that are sold on Ebay in a couple of years. Just as MLB embraced the Beanie Baby craze, you create limited editon (based on each market) mass produced (every market) toys/collectibles that are linked to each movie. These have the possibilty of being saved and maybe sold as collectibles by the consumer. Everything from yo yos to dolls, to action figures.
3. Relationship Deals
Instead of getting Myspace people to advertise for friends with the promise of dollars (feels cheap and short sighted) instead create niche deals. If you are a boyfriend and grilfriend, you get a type of deal- popcorn, price reduction or heart shaped candies. Here is the important part…let people cheat the system. Say, for example that you ask for a handwritten love letter between 2 people to get the deal. People love to feel like they are beating the system and it would differentiate your product from others. Its kinda like a can drive but with a fun, kitsch spin. This can be done with grandparents and grandkids, emplyer/employee…whatever relationship that is relevant to the film being marketed.
Regards,
Adam Neuhaus
Comment by Adam Neuhaus -
A neat new marketing concept involves printing clothing (t-shirts, mainly) with promotion points (in case of a movie, a shot of something happening + a good quote or similar) and giving them to people. You can easily (for less than $1,000) make hundreds of walking billboards for your product, movie, etc.
The idea falls in line with word-of-mouth marketing. The more people out there saying “go watch this movie,” the more people will see it. So, if you dispatch groups to malls in large urban centers to tell people about this awesome movie that’s coming out in theaters, the more people you’re going to have walking through those doors.
Comment by Saites -
Jonathan make’s a good point about letting the audience feel invested. There’s a few small software companie’s that make you feel like you are almost friends with them, like a neighborhood bakery or somthing. They have blogs and anecdotes from their lives and work. Their programmers and founders have personal sites and they answer your technical questions and emails personally. Now if I had a choice between using their software and something from a more faceless company I use the more personable hands on company every time.
Comment by PVC -
… humans love to gamble, right? So make buying tickets to your movie the equivalent of entering a raffle… a dollar of every ticket sold will go into the pot, after the movie’s opening weekend, one lucky ticketholder will win the pot via a random drawing… don’t know if it’s legal or not, but, what the hell…
Comment by Jay -
Hi Mark, I guess the answer to your question lies more in what group you want to target… I read the gentleman’s comment about getting more families to the movies, and to be honest, that’s probably a pretty good idea to start with. I’ll address young sinlge folks with lots of disposable income in a second.
I think they key to making money in the *theater* business lies in upsells and value-added propositions. For families, the theater needs to draw them for some reason other than the film that’s showing. Give them a wider range of food options, family seating, “ball pits” or other play equipment… Basically, you want to do anything to get them to be at the theater longer, and increase the theater’s ability to sell them more stuff.
Up-selling an value-adds for young single folks aren’t that different, but you target other things they want… bars, nightlife, a chance to win Mavs tickets :), two-for-one movie days, etc…
Anyway, I’m just spitballing here and I’m assuming your theaters are state of the art, clean, etc. And that your staff is helpful, friendly, and competent? I hate nothing more than being waited on by surly teenagers, you know what I mean? 🙂
Comment by Jarrod Phillips -
I have a solution to your theater problem.
The problem is that the concept of the “theater” as a venue to view a movie has become obsolete.
The point is that its not the movies that need to be marketed, its the theaters as a venue that need to sell themselves to the public.
With better home movie viewing technology, including HDTV, hi tech sound, etc., there is no incentive to go to a theater.
Why would someone want to experience a movie in a communal setting, with cellphones ringing, teenagers yapping and bubblegum on the floor?
All this for $8.50?
Sounds like a ripoff.
The way for change is for theaters to remodel themselves as venues that can provide services unique to their setting and in essence make the price of admission “worth it.”
I’m talking something along the lines of the baseball model, i.e. people come to watch baseball not because of the game, but because of the ambience, the contests and the spirit of the crowd. Theaters need to recreate the same.
I’m suggesting a complimentary glass of wine, or a meal that servers could bring to viewers during a movie.
It eliminates the whole “dinner and movie” concept and creates an incentive for people to explore the theater as a venue for something more than just movie viewing.
Theaters could have daycare centers where mommy and daddy could get some privacy away from their kids without the need for a babysitter.
On the topic of kids, theaters could act as merchandising centers where movie merchandise and media is either given away free or sold.
This would make kids exert their influence to watch the movie at the theater instead of somewhere else.
For bringing in teenagers I would suggest a seperate area from the theater designated as restaurant space or a bandstand for local talent to perform in.
This would give the youngsters a reason to make it to the theater and watch a movie afterward.
Theaters need to devote more screen space to independent movies. This would corner a niche market that would otherwise not have made it to the movie.
These are only a few suggestions of mine that would make people flock to the screens again.
The best part is that the solution is fluid and can change and alter itself based on the needs of individual communities. It follows a long tail of endless possibilities.
In summation, my solution will put heinies into the seats, which is what will bring the money in.
I hope you will consider these changes, which are very feasible by the way.
Thanks for listening.
Comment by Choyon Manjrekar -
I’ll add my 2 cents and then I’ll bitch.
How about offering the first half of a movie on dvd our on pay per view or whatever. Then, only show the second half of the movie in the theatre. Sounds a little lame at first, but I think there’s something there.
Second, I many times hate going to the theatre because unless I sit in the back row, someone always inevitably put there foot on the back of my sit or is constantly kicking it. Plus, there always the talkers. How about putting ushers back in the theatres and giving them authority. I’m sick of taking it on the chin and expected to put up with boorish behavior.
Comment by Dan -
Lets say that the Independent film category is the hoarse and your particular movie is the cart.
Your challenge is that the independent film category must be a strong enough hoarse to pull the cart. Your movie is doomed if the hoarse is weak.
Your goal/challenge has to be to find a way to position the independent film experience closer near the top of your target market’s list of hanging out options, so that you get a steady flow of people that fill up independent movie theaters on a regular basis, thus putting butts in seats for your movies when you release them.
Independent film companies should spend more money on promoting the category and how it fits into their target market’s life style rather than focusing so much money on promoting any one particular film.
For instance I usually go to the movies because I am trying to drink minimally or avoid it all together on a Friday or Saturday night. Almost all people age 25 and up, who have been hitting the bar scene for a few years start to feel some guilt about the amount they drink.
Why not run funny adds with someone getting tanked on a Friday night, and then in a friendly manner joking that maybe that person should catch “such and such” independent film and avoid the bar for a night. “Hey it’s just a suggestion” ,the narrator says as the tanked person begins throwing up in a garbage can on the street.
By piggybacking off your target market’s #1 option (the bar scene) and appealing to their guilt about partying too much you have successfully positioned independent films as a healthy alternative to their #1 option.
Also some of these ads should poke fun at the widely held misconception that independent films are often just too overly artsy and slow moving for most people.
For example, a commercial could show a very slow moving scene with a woman sitting on a couch and a man making a Jackson Pollock inspired painting while the rain pours down outside on a horribly grey dreary day. As this painfully slow scene unfolds with some artsy music playing the woman says ” Our lives are so boring I am shocked that someone hasn’t thought to make an independent film about us yet”. The guy answers “I know” as he continues shifting the angle of his head as he watches from very close up the paint drying on his canvas.
Also, I think idependent film companies should start filming more concerts and stand up comedy routines and then just show them as films at the independent theaters. I live in New York, and going to the comedy club is almost always a good time, but I know from living in Orlando that most cities don’t have the strong supply of comedians and comedy clubs that NYC has, and I think if you could get people to turn to independent film houses as their source for stand up comedy and cool concert offerings in towns that might be lacking in these areas, you can definitely improve the independent film experience’s status on your target market’s list of hanging out options.
Mike Masmoudi
Comment by Mike Masmoudi -
First of all it is not about people going out, money, or how to spend millions of dollars piggy backing on someone else’s products. It is about brand loyalty. I am pretty sure that Mark Cuban wants to grow his company, and while he might have a love for the industry he wants his company to be more profitable than everyone else.
This was a great question…..how do you build something that is dictated by opinion? People go to the movies for all sorts of reasons, and you can try to sway them by throwing money into action figures, cups at fast food restaurants, have open screenings, and all sorts of other ideas. But how do you get them to be loyal to the types of entertainment that you provide?
The simple answer is……make them feel as though they are invested. Start a web site for all people to post there opinions of a certain movie. A type of blog. The consumer starts an account, enters in the pertinent information about the location, time and what ever means are available to track a ticket purchase. And then give there opinion. Their account accrues points for there opinion to each movie they see and those points can be used for merchandise, movies, walk on role, trips to the studio, actor sit ins, and other things affiliated with the studio and the managing company. This way you can track your loyal consumers and reward them. Also it gives them a reason to go to your movies as apposed to other movies where they wouldn’t get anything in return. And from the feedback you can see what the loyal consumers want, what types of movies are in demand, and so on. In a business where the ideas and desires of consumers change daily it is an invaluable resource. Also it builds brand loyalty!! They are now invested because they can voice their opinion. I know that once I get a chance to be heard, I always feel better about issues or products and I am more likely tell people about my experiences. And if the consumer can get response back or enter into a discussion group that would even get the word about a particular movie out more because once again they are INVESTED!!
Good luck and keep up the good work!
Comment by Jonathan -
Somebody made a point above about films being too predictable. I agree. Audiences are more savvy than ever, yet films are being dumbed down more than ever. Throw us more curve balls within the mainstream format. Seven, Pulp Fiction and Sixth Sense being some good examples. These were films that were smartly written, directed with passion, and came out of left field to become surprise blockbusters… then cloned into the ground. Instead of cloning try to preserve that fresh, devil may care creativity… within a compelling commercial format. Audiences are hungry for it and more often than not reward it.
Comment by PVC -
A list could be provided for people who rent or buy dvds. This list would contain actresses and actors who performed in that movie and could be packaged in the box or provided by the rental company. It would entitle its owner to purchase tickets, at a discounted rate, to go see any new movie featuring any of those actors or actresses printed in that list. This would be especially great for re-watching movies before going to see the sequel.
Comment by Mike -
I didn’t know you were in the movie business. I was trying to see what movies but couldn’t find anything.
I disagree with the people that keep saying it is the quality of the movies. Unfortunately the majority has bought into the notion that we can’t keep up with smart and intelligent movies so they stay away.
My 2 cents is that it seems like movies aren’t marketed towards the people who would enjoy them. I know Akeelah and the Bee came out during the summer but this should have been a movie that busloads of school kids went to see. Parents would gladly send movie money for a field trip for that kind of movie.
It makes no sense to throw tv ads up every 2 minutes to people who aren’t even interested.
Comment by Mwabi -
Cheaper tickets. People will go more often and on impulse.
No on screen advertising. Can’t stress this enough. It feels disrespectful to a paying audience to force them to watch advertising.
Play music from other movies, or perhaps the soundtrack to the film playing before-hand instead of obnoxious canned pop. These are movie theatres, give us that movie vibe not the top 40 radio vibe.
Classier, more comfortable and inviting lobbies. We want to go to the movies, not Disneyland. Again, it’s a matter of respecting the customer and treating them like king. Expecting people to flock to the movies in this day and age and then treating them like trash with cheap facilities, non-stop advertising and lame music. is not helping matters.
Stringent quality control of projection and sound. It pisses people off to pay for something and have it not work properly. No exception here.
Really like the above idea of discount’s on DVD release of picture you are seeing.
Comment by PVC -
Hey,
I know that this idea is probably not going to rank up next to other geniuses blogging on your site, but I was considering the issue and then thinking about the reasons why people wouldn’t be going to movies. My first inclination would be that people are cheap and wouldn’t want to pay too much for movies. That’s when I came up with a marketing ploy you could pull with Cingular. You could choose one night a week where you would send out free tickets to random people on their cell phones; however, movie theatres would market it as “the more you go to the movies, the higher your chances of being chosen”. (The reason why it would need to be misleading is because I doubt the phone companeis could keep a directory of moviegoers) If you decide to use this idea, I personally think it would be really effective because 1) the phone companies would love you and 2) it would for sure increase rates. I am only 19 so I doubt you would wanna hire me but good luck and sorry about the ‘ship!
David
Comment by David Isser -
There are three possible avenues for improvement: (1) improve the product [better movies]; (2) improve the experience of the product [better theatres]; (3) improve the marketing [of either the product, the experience, or both].
Your comments seem geared at #2, as if the problem is that people aren’t aware of the product, or are just too lazy to get off their butts to go see it. That hardly seems true. Some people have suggested avenue #1 — “better movies,” and while of course that wouldn’t hurt, it’s not exactly a helpful suggestion. I believe, like some other commenters, that the problem is the movie experience–the theatres themselves. Modern theatres seem purpose-built to serve teenagers, so it is no wonder more mature audiences steer clear. The food and drink are notoriously gross and grossly overpriced. Even at newer theatres, the sound is poor and the picture is out of focus and underlit (managers turn the bulb brightness down, thinking it prolongs bulb life, though it does not). The seating is cheap and uncomfortable–who wants to fight over an armrest with a stranger? As others have suggested, poor audience behavior might be avoided by having a minimum age. It could also be done by avoiding multiplexes that cater to teens–theatres that carry only films geared toward a more mature audience are more likely to draw those folks off their couches.
Others have mentioned theatres in their area that “get it right.” The ArcLight in Los Angeles is one such place.
I recognize that this may be unhelpful to you, as you own movies not theatres, but there you go.
Comment by Bob Jenkins -
My suggestions for getting people out to movies.
1. Produce better movies. This I believe is 95% of the problem.
I and many of my boomer age friends love to go out to the movies. When people are asked what they like to do most will offer going to the movies in their top 5.
The Inwood for years has been my favorite. It used to reliably feature interesting movies and had interesting cheese toppings available for the popcorn. I haven’t been for months.
Hollywood has been turning out mostly crap for several years.
They should focus on good stories and telling them well. Their focus is on a few special effects, lame pop personalities, impish vulgarities, and product placement instead of artistry and excellence.
Stories are retold and recycled with moronic, bathroom bent that panders to dumb teenage boys. Surely you know all of this.
2. Schedule for Customers – On Friday and Saturday evening it’s difficult to do dinner and a movie. When the movies start at 7 or 7:30 you have to eat at 5:30 or 6:00, that’s too early. A lot of people don’t leave work until 6 or so on Friday.
You can wait for the 10:00 show but that’s a little too late. There’s a gap between finishing dinner and the movie starting.
I for one don’t care for dining after the movie. Most Dallas reataurants quit serving at 10 or so and not many people want to eat much that late.
I realize the theaters want to have two crowds each of those nights but surely on some screens they can schedule an 8 or 8:30 time.
The midnight movies shown at the Inwood are usually ones I would like to see. I don’t want to stay up that late. There are screens available at many multiplexes to show classic and cult favorites at a more accessable time.
Often the midnight movie doesn’t even start until 12:30 or 12:45 which makes that time slot even less attractive.
3. Provide an occasional Anthology or Series.
Great Director Series, World War II Series,
Great Actor Series, French Series etc. I would really like to see a Film Noir night or series where classic noirs are shown and introduced by a host with some knowledge of the material.
They could be shown on a screen in a Multiplex and run one or two nights a week in the slow fall and spring seasons.
4. Re Release – Why do theaters have to wait until a studio does a national release of an old classic to offer it locally? Why not occasionally show an older movie that might be of interest again as times and events may dictate. For example now would be a good time to show Exodus at the Inwood. People would be interested.
5. More Chocolate – make available more premium chocolate and other candy. Many adults don’t care much anymore for Twizzlers and such.
6. Less contempt for government and America.
One can be critical and satirical with class, wit and with seriousness. Many films of late are loathful beyond makeing a point.
In summary, theaters are plentiful and modern. Seats are comfortable and have cup holders. There are fewer long lines, most places are clean enough and even offer slurpees. They have done their part and rather well.
It seems to be a software problem.
Thanks for the opportunity to express my opinion.
Comment by John Meiners -
I would mix movie marketing with commercial advertising. Movies now have careful product placement (i.e. a character reaches for a Coca Cola.) I would contract with Coke to advertise the movie (in their own commercials or offering free movie tickets through purchasing their products) in exchange for key product placement and/or product giveaways at theaters (free bottle of coke to ticket buyers). This would allow movie/commerical advertising to have a mutually beneficial relationship while sharing/reducing costs.
Comment by JC -
I agree with a few of the other posters that it’s the EXPERIENCE of going to the movies that really sucks these days.
The only reason people would go to the theatre would be
1) because they want to see the movie right away, and
2) they want the BIG screen/sound experience that they’ll never get at home.
But what drives people away from the theatres?
1) stinky, sticky seats,
2) smelly, noisy people,
3) long lines and big crowds.
I would add cost, but if the other factors weren’t a problem, people would shell out the dough to have the big screen experience just as they pay even more to see live theatre, concerts, etc.
MY SOLUTION: GO UPSCALE – Create a ‘first-class’ line and box seats for people who want to have a clean, private area to in which to sit, preferrably with waitstaff who will bring them coke, popcorn, wine or beer. Offer valet parking. Offer healthy food (such as cheese and fruit) instead of the usual junk food. Make the theatres a nice place to be, not a place to herd people like cattle. You’ll not only attract the people who are avoiding theatres at all cost, but you’ll likely be able to charge them even more – yes, even more!!
Oh, and I’d really love to have the job of setting this up. Please do email me. I’m in Houston!
Comment by Jackie F. -
Here is one possible future: What we need is the online equivalent of Hate Ashberry, Seattle, South Beach etc.. What many people do not know is that South Beach was created by a combination of an Art Deco preservationist and a thriving arts community. Gather the artists and the ideas will blossom and thrive. However young artists have a limited budget so a support community is necessary.
Here in Chicago there is a lively film community ready to pop if these small time artists could only obtain the resources they need and a wider audience. The problem is that the film community here is not working with the music community or the theater community or the gamming enthusiasts etc..
But let us say these groups collaborated and the musicians helped the film director with a soundtrack and the film director helped the musicians with their music videos. How about the game creaters helping with the animation and the script writers helping the gamers flesh out their game characters. This my friend is the future.
Evryone wants to hit a home run but before one even thinks about writing a novel, one needs to create and publish short stories before moving on to novellas and finally maybe thinking about a novel. An example is that one music artist may be able to create a song a month but if this same artists collaborated with others maybe the output could be 5 songs a month. The same goes for film, games etc…
What we need is an online community with the tools necessary for creation, collaboration and distribution. I have some ideas as the interface and channels will be key as different people have different tastes (the technology is already out there). It is our intention to pull together the arts community in Chicago and the midwest if possible. Come and join the fray by bringing your community online and we can link them together.
On a final note: My hunch is that Sony did not delay the PS3 for the Blue Ray technology alone. Redmond missed the mark with the network as there just was not enough content to keep the gamers interested. Wait to see Sony leverage online gaming with music, video etc…
Comment by Chalo -
I didn’t read the other 328 comments, so someone may have voiced this unoriginal opinion already…
Its not the movie theater revenue that necessarily makes the money for decent sized movies. Its the licensing of crazy figures in a kiddie meal with Maccy D’s and Bugger Kling that really makes the money. At least that’s the way it works in the UK. Ask any Disney marketing guy you can get your hands on what they do with their day. Its not advertizing on billboards and CBS. Its persuading a burger chain to buy the franchise.
But then Mark C understands the franchise business better than most (I’m sure!).
Cheers
Phil
Comment by Phil Ayres -
I think you should go for a more unique crowd. Find out what the viewers want to see. I know some others may have posted about this, but I am making voice heard. Four Eyed Monsters is one of those movies. It would be perfect to start off on the independant foot and play a screening. Those who would come would mostly be those who know and love Four Eyed Monsters from the podcast. I know this is a leap of faith, but think about the press you’ll get for actually doing this, the flow of fans because you are the ONLY theater around who will screen this movie. What would it hurt to do a screening once during the weekday? One small screen that and show Four Eyed Monsters. I bet you’d have more people comming to that small screen in the back than you have in a long time. More people means more money! So, what do you say? Start screening some movies that the movie goers request! Who knows? You may even start a midnight movie showing. Do you know how many cult movies are out there that fans are dying to see but wish there was a theater closer? That’s a whole untapped audience right there! You aren’t losing money if you show it in just one screen that usually features a movie that nobody is going to, anyways. I say let Four Eyed Monsters Ring in the new Landmark Theaters!
Comment by Gerald -
MOVIE TICKET INCLUDES ONE DOWNLOAD OF SAME MOVIE
Give them something extra for the cost of the ticket, at almost zero extra cost to you. You could print a unique number or key on the back of the ticket that allows the patron to download the movie to one computer from your movie marketing website. You could use a security mechanism similar to iTunes. The patron can then burn one DVD or put the movie on their video device. They get “the movie for life for the cost of the ticket” and it essentially only cost you bandwidth. Also, at the moment they are downloading, you have an opportunity to market more movies that you distribute.
Of course you still have to spend on initial marketing, but the “movie for life” concept may help people get over the high cost of going to the theater.
Comment by Sean T. Conrad -
Mark Cuban:
I have the solution to your movie business challenge. A movie is a great way to inspire and saturate the mind with previously unknown material and expand the imagination. A new campain slogan to promote movies could go somthing like this: “We only know, what we see..” or “heighten your imagination” “indulge your mind”. Hopefully you put some thought towards this and contact me.
Thank you
Ameen Kohanyi
Comment by Ameen Kohanyi -
Mark Cuban:
I have the solution to your movie business challenge. A movie is a great way to inspire and saturate the mind with previously unknown material and expand the imagination. A new campain slogan to promote movies could go somthing like this: “We only know, what we see..” or “heighten your imagination” “indulge your mind”. Hopefully you put some thought towards this and contact me.
Thank you
Ameen Kohanyi
Comment by Ameen Kohanyi -
An answer to draw more attention to getting people to go to movies:
Do not use Traditional Marketing to get people in the door!
So often kids in the summer have nothing to do and if you Google, “fun things to do in the summer” what comes up as far as going to the movies? Nothing at all.
Search Google for “summer activities” and you will see once again nothing!
ATTN Movie Executives: Why are we not optimizing for what people are searching for online…..during the summer to get out of the heat it is nice to go to the movie but yet when we search for it nothing comes up…help!
Top Executives need to understand what consumers are looking for, rather than just spending millions of dollars on wasted promotion of movies. If they actually conducted some Research as to what people are doing online, and offline you would see some huge untapped markets that movie industry is missing. (Example: Summer Activities)
I leave you with this research I did-
8 times a day people Google: “go to a movie” = 3,000 searches annually
24 times a day people Google “summer activities” = 9,000 searches annually
Can you think of how many other keyword phrases they are not using as well? The list is endless.
If I am a Mark Cuban I need to make sure that when people are searching for summer activities whatever my activity (service) is I am optimizing for what people are searching for in this case “going to the movies”
Comment by JW -
The very first comment got it right. Stop making crap unoriginal movies and people will come to see it.
Comment by Irish John -
An answer to draw more attention to getting people to go to movies:
Do not use Traditional Marketing to get people in the door!
So often kids in the summer have nothing to do and if you Google, “fun things to do in the summer” what comes up as far as going to the movies? Nothing at all.
Search Google for “summer activities” and you will see once again nothing!
ATTN Movie Executives: Why are we not optimizing for what people are searching for online…..during the summer to get out of the heat it is nice to go to the movie but yet when we search for it nothing comes up…help!
Top Executives need to understand what consumers are looking for, rather than just spending millions of dollars on wasted promotion of movies. If they actually conducted some Research as to what people are doing online, and offline you would see some huge untapped markets that movie industry is missing. (Example: Summer Activities)
I leave you with this research I did-
8 times a day people Google: “go to a movie” = 3,000 searches annually
24 times a day people Google “summer activities” = 9,000 searches annually
Can you think of how many other keyword phrases they are not using as well? The list is endless.
If I am a Mark Cuban I need to make sure that when people are searching for summer activities whatever my activity (service) is I am optimizing for what people are searching for in this case “going to the movies”
Comment by JW -
(1) the viral thing is the way to go… put together an e-card that people can get specific code where it’s traced back….they can send to their myspace, purevolume lists, but also their email lists, etc. and get creative on where else they can get the link out
(2) give out video codes so people can place the trailers on their myspace and blog pages easily.
(3) give people opportunity to sign up on some sort of street team, that in turn for doing their thing and spreading the word they get some sort of HDNET bucks where they build up and earn points toward free stuff..and then work with other ‘endorsers’ from the movie for that ‘stuff’, which they’ll give you free anyways for the promo. and also they get exclusive behind the scenes info on movies during production
(4) pay for production of a music video for a band that you’re using their song in your movie. so you get the multi million dollar impressions for like 100k at most. labels are always looking for ways to break new bands.
Comment by jeff jackson -
Mr. Cuban
In regards to your question as to how to better market films at a lower cost while still making it worthwhile to get the everyday person to get up and watch the film I suggest the following…
Focus on the characters of the movies and make them tactile to the potential audience rather than airing repetitive and ineffective 30-60 second mini-synopsis advertisement that give away too much of the film.
Take today’s vehicles for information, most notably websites, tabloid magazines, and celebrity magazine television (eg. Entertainment Tonight) and use their desperation for entertainment and celebrity news to gain mainstream exposure for one or two character(s) within a film while minimizing plot giveaways. This formula would be best utilized with the focus on one character so not to have divide the volume of media you can leverage.
What type of media is there to leverage? Obviously plenty, you’ve done your research on that. The use of myspace pages is neat but myspace is such a shady service that I think you’re just spinning your wheels, there are more undersexed teenagers looking to hook-up then there are legitimate advertising opportunties on myspace. Entertainment magazines and television shows (US Weekly, People, etc..) now those are the type of vehicles you can really exploit. The people who read these publications are the people who are making up much of your movie lines as the lives of celebrities (who are essentially just characters of themselves) are what these people want to consume, so what if you were to penetrate this media with a film character(s) instead of actual real life people? The intended result would be to draw attachment to a character on a personal level and thus creating a brand. I am not talking about branding like lunchboxes and cereal box covers, but rather exposure through vehicles that thrive on those in society who crave access to perceived celebrity, these are the people who flock to the box office. Obviously branding is essential to drawing money and as an Howard Stern has been doing this for years and he’s made millions off of exploiting the media without necessarily advertising through traditional channels.
Moreover, movie stars, truly branded movie stars, draw a box office because audiences want to see how that star fits into a movie. Fans are interested in the brand of that individulal and that’s why fans of a star like Harrison Ford go to see his movies not based on the what the movie is but more to see what Harrison Ford will do next and that is why Ford is a larger-than-life star. If all movie characters are designed to be larger-than-life then it should be easier to draw audiences to properly marketed characters rather then the movie as a package itself.
Too often studios will give away an entire film with their 30-60 second mini-synopisis advertisements, all the way to the point where people will not go watch a film because they have already seen enough through the ads. For example, to a point Talladega Nights: The Ballad of Ricky Bobby. The movie has not even been released yet but because of all the advertising my interest in the film has gone from supremely high down to mild anticipation. At first all I knew was Will Ferrell plays baffoon NASCAR driver and my curiousity as to what antics Will Ferrell could get up to in such a situation had me already paying for my ticket. Now though, after a few weeks of advertising I have seen more then half of the jokes and although I still think it will be a funny film, I doubt I will be running out day 1 to see it. The excitement has just been blunted by giving away too much of what is in the movie.
The bottom line about films is, what does the audience remember about movies? Rarely is the answer the plot, so why does 99% of advertising focus on giving away the plot? Indiana Jones, Luke Skywalker, Captain Jack Sparrow, Spiderman, Batman, Ron Burgundy, etc, etc… The audience buys characters, if, as a promoter of films, you can attract an audience to a character then there is no need to advertise the plot to death and then you end up with a character that people want to see and thus they go see the movie that the character appears in. I know that more effective advertising could be achieved by getting a character into the mainstream rather then desperately attempting to hook an audience with mini-synopsis advertisement and thus I know that the volume of paid advertisements could be drastically cut.
This solution is interesting due to the fact that the quality of the film is a non-issue and the studios practice of over-advertisement can be curbed. Focus on the endorsement of a character that the target audience can relate with through the mainstream media and if that character is as strong as the film makers thought upon agreement to make the movie then it should be easier to connect with the mainstream consciousness.
Right or wrong, that’s my solution to the question you have posed.
Comment by Dave Ling -
Want to make money? Move in the opposite direction of the crowd. If you can’t do that, then anticipate the next major change in direction.
The current trend is toward high-definition disc formats with plenty of extras you would never see in a movie theater. So turn the trend around. The only way to increase movie attendance in the long run is to offer a unique theatrical experience (think Cinerama or 3D, as a response to 1950s television). The new 3D technologies that James Cameron has been pushing may help, but only if the experience is good enough and varied enough to sustain interest over a wide range of films.
Another approach would be to offer up director cuts that wouldn’t be available ever again. Show it everywhere at once, and then destroy the prints. Like live theater, you could make it a one-of-a-kind experience, and you’ll have people worried they might miss out on something. Or bring back the serials with a new chapter each month. Invest heavily to come up with digital cinema resolutions even higher than 4K. Make it look so good on the giant screen, people wouldn’t want to see it reduced to Blu-ray or HD DVD quality.
Come up with original content that’s worth talking about, and you won’t have to shake the trees very hard to get people interested. The Internet will take care of that. As it is now, most people prefer to wait until most movies reach DVD, HBO, or HDNet. That’s OK, if you make your money that way, but it will forever alter the films we see, as directors and writers increasingly see the large screen, communal experience as somehow quaint and unnecessary.
Comment by David English -
Goodie bags – along the lines of when you leave a charity event. Have the movie logo on a re-useable (canvas?) bag, and in the bag put 5-6 cool chochkies (sp?) with the movie logo. Give them to people as they leave the theater. Have the companies paying for product placement in the movies finance the items – maybe co-branding on the items in the bags. People leave the theaters with their goodie bags & items in the bags, and you get additional exposure once they leave. People love free stuff – I know people who will pay $500 for a ticket to a charity event just to get a crummy goodie bag with $30 worth of crap in it.
Comment by kgs -
Problem Statement: studios and theaters control the fundamental marketing mix. Success is tied to your influence of these factors.
1) Price. Think airlines. Put butts in seats, right? Advanced ticket sales bring early cash. Try similar tiered system ticket allotments at different price levels. Plan shows like airline routes and aircraft assignments – by demand.
2) Delivery. Media plays to complement film. For advanced ticket sales, give online access to sneak previews, directors notes, etc. pre-show; deleted scenes, post-scripts, etc. post-show.
3) Promotion. Movies as impulse buys. One target segment: mall rats. Promote in high traffic/concentration areas with sense of urgency – “new Vin Diesel movie starts in 20 minutes, level 3.”
4)Product. The product is the experience. Rocky Horror was a lame piece of cr*p. I saw it 8 times. Add related promos within overall event. Characters in attendance. Interactive exhibits pre and post show.
Comment by Jim Rose -
I agree that the price might be one of the reasons when you compare it to Netflix, HBO, or internet, but I don’t think that’s the main reason. After all, we still love paying 5 times the price to go to a Lakers game, even when they suck.
I remember when I was a kid, watching a movie is like attending an event. You rarely watch a movie without a group of friends or family. But now, it feels more personal than it used to be. Usually I watch one only with my wife but sometimes I even enjoy it more when I watch it alone.
So maybe you can try to micro-chunk a movie theatre even more. Maybe like 5-10 seats per chamber, so I can use the whole room only with my friends or family. Make it like a ride in theme parks. By doing that, you can also let the audience decides the schedule and the movie. Even better, make it so that we can pick a different movie if the one we originally picked really suck. Like maybe we can change movie within the first 15min. How about make a movie that allows the audience to decide some of the turns in the movie? Since it’s only a small group inside a room, it should be much easier to compromise, right? Now that would be really interesting…
Comment by Leo -
Hello Mark,
The answer is simple and complicated, like the question:
Raise the budget for the film, and it’s advertising, by selling advanced tickets/producers credits.
Anyone that wants to invest in the film can pay, let’s say, $5 in advance and receive a $5 off certificate of admission and their name in the special section of the dvd. Of course this figure can be adjusted to suit the needs of the film, but keeping it less than a full priced ticket will induce more buyers.
This block of funds would eat into the opening day figures, but that wouldn’t matter, since you would be filming with the fans money to begin with. It’s all profit.
Millions (if you market it right) of investors that you never have to pay back except partially, with a screening, at which they will spend even more of their own money on concessions.
The beauty of this is that it allows you to make a film with someone else’s money up front, and if you price the investment at half of the ticket price, theoretically the investors themselves would make it 100% profitable. Everything after that is gravy. And unlike traditional investors, these investors would be guaranteed a return (albeit in watching the film), but what else can 5 bucks get you these days?
Marketing the idea isn’t even that difficult. Project Greenlight and the Blair Witch net campaign have proven that the public will get involved in a good filmmaking idea. Spielberg’s internet campaign for the film AI was wildly successful, even though the film was not.
These days everyone wants to be in the movie biz, now you can give millions of people a taste of that.
Comment by Roger -
Okay, it is a marketing tecnique and it’s not new, but you know those buttons or t-shirts that say “I ate the monster sub at Daves” or those silly stickers that say “I voted”. What if you marketed a movie first by advertising the cool button that says “I saw the ____move” or whatever… you could then put the buttom somewhere in the movie (very cleverly) and have a contest to see who can actually see the darn thing. Of course if you actually attend the movie you could get a free button. I don’t actually go see that many but it could kind of become a cool collector thing especially if it was an ongoing thing… Like “Collect all the Pixar movie buttons etc..” Ok.. maybe this only appeals to geeks. Anyway.. Have a nice day.
Comment by Tia -
Season Movie Pass.
Sort of like season tickets at a ballgame. The customer pays an annual fee for a year of free movies. Maybe 1 free movie a week. 1 movie a month, whatever the economics dictate.
The season pass holder also gets a number of privileges the regular ticket buyer doesn’t get like : entering the theatre via an express line. Season movie pass holders get to drink and eat in the lounge. Pass holders get preference to see the opening shows.
Comment by Mike -
If I wanted to get people to the theater to see a movie, or multiple movies, I would make a contest out of it. Americans are driven by the tiny little chance that they might somehow get rich for doing nothing. I would edit little images in between frames, or add in a line of dialog here or there to make a riddle,and who ever can put the lines and pictures together and solve the riddle gets a million bucks or something gay like that.
-You can spread it out over 3 or four movies so that one marketing campaign works for multiple movies. People will have to watch the movies over and over to catch all the clues.
-You don’t release any movies to DVD until the contest is over. When you finally do release them, people are going to have to rent or buy them to see the clues for themselves.
-Use various product spots in the movie to help put together the prize money(not that you need the help).
-This would get press just because it is such a different Idea (that’s free advertising).
I think that our society is just crazy enough to make this whole thing work.
Comment by barry sargent -
1. Control the theatre
2. Control the content
3. Control the marketing – theatre and movie
You are paying theatres to market themselves. There is a world of opportunity there.
You are smart enough to figure it out and don’t need to hire myself.
J
Comment by JG -
The most sure-fire way to improve revenue is by providing a better service. Although the quality of the movie itself is important, it is not necessarily conducive to the amount of revenue it generates. By improving the movie-going experience, you will be able to draw more sales regardless of the entertainment value of the movie.
I believe the QUALITY OF THE MOVIE plays a MINIMAL role in getting repeat customers. There are several reasons why I believe the quality of movie (whether it receives a high rating in movie forums) does not necessarily correlate to sales, drawn from empirical evidence:
1.http://www.nytimes.com/2006/07/24/technology/24drill.html
This article was published today in the New York Times stating that the amount of feedback generated for a movie is proportionally related to movie sales REGARDLESS OF WHETHER THE FEEDBACK IS GOOD OR NOT
2. Let’s take a quick look at another venue of entertainment for evidence that quality of the entertainment does not necessarily correlate to sales: the NBA. In the NBA, I believe the ultimate indicator of entertainment quality is whether the home team wins or not. During the 2005-2006 season (from http://sports.espn.go.com/nba/attendance):
-Teams with bad/mediocre records but high average attendance: Bulls (rank 2, .500 record); Knicks (rank 6, .280 record); Lakers (rank 7, .549 record)
-Teams with good/playoff records but low average attendance: Memphis (rank 26, .598 record)
You could make a case and say that the Bulls, Knicks, and Lakers are all in big market arenas, whereas Memphis is a small-market team. But, there are also small market teams that fail to make the playoffs but are top 10 in average attendance (Utah, Golden State). In addition, the New Jersey Nets are a playoff-contending big-market team (10 miles from Manhattan) with a very good regular season record, yet ranks in the bottom half of average attendance.
What does this tell me? The entertainment quality alone is not enough to draw large sales; at the same time other aspects of the experience can compensate for bad entertainment quality. A team that wins a lot has a better chance to draw more tickets, but a bad winning percentage is not a deal-breaker. Instead, what fans go for is the experience in its entirety. This not only includes the entertainment value, but also other factors that mentioned above, including comfort, time commitment, pricing, etc. That’s right – sometimes, the stadium is just as important as the team playing in it.
To take this one step further, I would like to say that the movie-going experience is very much like riding an airplane. A customer rides an airplane in order to go to a certain location. In other words, the airplane is merely a vehicle that guides the customer to his/her eventual goal. Similarly, the movie theatre is merely a vehicle that allows the customer to enhance his entertainment experience for the night. What factors cause customers to ride with a certain airline? A wide range of available destinations, promptness, in-flight service, and price. It would be silly to think that customers rate an airline based on the pleasantness of their experience at the eventual destination. Similarly, for a movie theatre, customers are more likely to come back if the service is fair even if their last movie seen was not very good. The quality of the movie is more or less out of the control of the theatre / movie-makers. But quality of service can be ensured.
*****
As a result, the most effective way to draw more customers to the theatres to watch movies is to enhance the experience. By no means am I saying “make crappy movies.” Instead, I am advocating not spending most of your marketing dollars on the movie, but instead on the quality of service at the movie theatre. It’s not like the world has never heard of these movies before; the movie marketing will take care of itself through the advertising channels you have already set up.
Below I have listed some pros and cons of watching movies in theatre vs. at home.
Pros specific to going to the theatre to watch a movie (vs. at home)
-social environment
-avenue to build relationships, both romantic and friendly
-more difficult for business)
-quality of presentation
-surround sound, comfortable seating, concessions available
-“the movie-going experience”
Cons of watching a movie at the theatre (vs. at home)
-loud noises during movie / unable to control noise (vs. home theatre in quiet room)
-uncomfortable chairs (vs. comfortable couch)
-concessions are expensive (vs. own popcorn), selection is not great
-lack of privacy (vs. own home)
-unable to view it multiple times
-after the movie, there are no other choices for continuing entertainment except for going someplace else (unless you are a kid at the arcades)
-there is no need for movie theatre loyalty since all theatres charge the same and do not offer additional benefits
IMPROVE THE SHORTCOMINGS WITHOUT SACRIFICING THE BENEFITS OF THE MOVIE THEATRE EXPERIENCE. We don’t necessarily need to eliminate the drawbacks of watching a movie in general, merely eliminate the drawbacks of going to the theatre. We will tackle each of the above cons separately:
1) Loud noises during movies / unable to control noise — like airplanes, introduce stereo headphones for rent / buy at a low price. Movie-goers can also bring their own. This will allow each user to adjust the volume levels to their liking. Heighten security presence at theatres, much like security deals with trouble-makers at sporting events. The stereo headphones should pay for themselves for the most part, and extra arms should be cheap to hire…especially if you hire teenagers with free movie / concession incentives.
2) Uncomfortable chairs — You could try doing first class / economy style seating where a more comfortable chair with more spacing costs slightly more money. The first class seating would also occupy a more desirable movie-viewing position. This way, customers can not grumble about the fact that theatre does not offer comfortable seating; it is their fault, not yours, that they chose economy over first class.
3) Concessions are expensive / selection is not great — Charge a flat fee for individuals to bring their own snacks, or charge items brought in by the pound. Another alternative is to lower the cost of concessions by making them more self-serve, thereby decreasing overhead.
4) Lack of privacy — again, the idea of “first class / economy” can be utilized here. Most older audiences won’t mind paying an extra couple of dollars for some comfort and peace.
5) Inability to view a movie multiple times — customers who have already seen the movie may re-purchase tickets for the same movie at a reduced cost. This policy should be strictly regulated to ensure that other family members / friends aren’t taking advantage of this discount.
6) After the movie, there are no other choices for continuing entertainment — add a lounge, “movie bar,” and dining establishment AT THE MOVIE THEATRE. These will boost revenue both in the form of money spent at these establishments, as well as in the form of drawing crowds who are more willing to spend more money on one location if multiple entertainment options are offered (for example, “dinner and a movie” can be accomplished at the same location!)
7) No need for customer loyalty, since all movie theatres charge the same prices — this has been discussed in previous posts; some possible ideas are a membership system, future discounts, amazon-type personal information logging, etc. so that the customer feels more attached to a specific movie theatre and is more likely to take advantage of his/her new member benefits.
Obviously each of these items require human and financial capital to bring to fruition, which is why I myself would never be able to fund the creation of such a theatre. Mark Cuban, on the other hand…if you b
Comment by Ran Ding -
Most of these ideas have been tried before.
The problem with downloading of movies is piracy.
The problem with streaming movies is the fact that you can have 30 people over to view a new film that costs maybe $10 to order (pay-per view style service).
Cinemark has tried offering the SAMS CLUB type membership; doesn’t work.
Planet Hollywood does the dinner and movie and drink service.
The problem with lowering costs of concessions is that this is where most theatres make their money. So you would see a decline in theatres.
Look at the true proble; Movies just cost too much to make. Especially when you have actors like Tom Cruise charging $30 million a film. To top it off most movies these days just are not that good. Fix the product and you will fix this problem.
Comment by Todd Johnston -
#1 – Keep it a secret. Get three male movie stars to dress up in women’s underwear to promote prostate cancer awareness/breast cancer awareness/whatever public health issue is most relevant to your movie’s demographic. Make it a secret as to who the three stars are. Air their pre-feature skit (with them in women’s underwear) before the film. Promote through street/gorilla marketing. You’ll get tons of “Good Morning America” type of free coverage when you marry your movie’s pre-feature skit to the larger cause.
#2 – Give kids something free at the opening. Kid’s love crap and if you tell them they’ll only get the toy on opening weekend they’ll go for it. – With the right toy this also works for adults. I’d love to have a matchbox car from Batman Returns, etc. At $0.15/gift you won’t break the bank.
#3 – Over time create a tyin to your website. Make it a game with levels and cool prizes. Like put yourself in every film (Hitchcock style). Then give audiences a special URL only on opening night (good for 36 hours) where they can record what seen you were in. Add other items for people to look for like how many blondes were in bikini’s at the bar, etc, etc. People can then be awarded levels that they earn through watching the movie and logging in during the opening weekend. You can dole out prozes to those people who answer so many questions right. Put them in a sweepstakes.
#4 – Make great films that are controversial and bring that controversy into real life. Get yourself arrested or piss off a significant interest group with your film. Then add fuels to the fire by telling them to kiss off. The more protests the better.
#5 – Open around the world during the same weekend and share personal information among people. Everyone who wants a moviepal from across the globe who also saw the movie that same weekend can get the e-mail address of a moviepal if they gave out their address at the movie. It’ll create a virtual network of movie pals. Wait until you can tell the stry (before the next film) about the movie pals who met,, got engaged, and got married.
That’s all for now.
Comment by Bill McDade -
How about dynamic movie prices? Instead of charging a flat rate for a movie such as $10.00, charge based on the rate that tickets are selling. Each theater will have a different price for each movie. Prices can be updated as fast as you would like with respect to the technical resources you can throw at the problem. Going to a movie will be like playing the stock market. You would of course have to advertise the latest prices for a particular movie at a particular theater online.
Essentially, instead of advertising the movie, advertise the movie house and your unique way of selling movies. You should certainly be able to create a buzz in this new way of selling entertainment. Perhaps you start the movie out at $5.00 for the showing and it sells out, so then the price goes up until it does not sell out anymore. Later on when the movie has been out for a while and interest is waning, you lower the price again.
Furthermore, you could create an app that allows website owners to display the current prices of movies at theaters in the website visitor’s area. The visitor could then click on the link to buy a ticket at the price advertised there. The website owner would get some percentage of the price of the ticket.
People love markets these days. Take advantage of it. Netflix does not advertise movies, they advertise the method in which they bring movies to you. Why should it be any different for theaters? Which gives me another idea, how about season tickets to the movies?
Comment by Ethan Schreiber -
Why not combine dinner and a movie? For a reasonable price, people can go see a movie and get dinner too. We have a place like that here in San Antonio but it just shows artsy fartsy stuff. Since my life is pretty much spent cleaning up other people’s trash and taking care of my house, I don’t know if anyone else has really put any effort into trying this idea on a larger scale.
It could be a good gimmick to get people to come back to the movies. These days, people want more for their money and getting a package deal just might be it. Pay a flat rate to get into the movie and get dinner too. The concept could be appealing to the date crowd but also to people who hate the whole atmosphere of a regular cookie cutter theater. Not everyone likes sitting in those cramped up rows even if the armrests come up. If you have long legs, it’s nearly impossible to get comfortable in a regular theater. I’m only 5′ 5.5″ but it mostly leg so I can’t get comfortable unless I put my feet up on the seat in front of me. When you’re a shorty like me and can’t get comfortable, that says something about the traditional theater setting and it’s not good.
Like I said, I don’t really get out too much so I don’t know if the idea is just a novelty or if it really is viable on a large scale but I had an idea and Mark wanted it (shrug).
Comment by Rebeccalee Coventry -
Mark,
Two solutions, the first monumental, the second a nice to have:
– When you pay for media (movie, music, etc.) you should acquire the rights to get it in other formats (maybe for a minor service fee). For example, I would pay more to go to a movie if I could get the DVD or digital download for a small incremental fee. Or, I would pay more for a new CD if I could get the digital downloads for a small service fee. The challenge here is finding a clean/logical way to organize the consumer data and coordinate this accross channels, media, formats, delivery, etc. This would have a huge impact and I want to make it happen.
– Incentives to go to the movies: free popcorn and fountain soda. These things cost next to nothing and there is definitely a model where the studio could reimburse the box office to make this work. If middle america could take the kids to the movies and be guaranteed free popcorn and soda, it would be a huge hit.
Ping me to make either happen. I’d be psyched to do this.
-CD
Comment by CD -
To get more people in the theaters, you need to take a step back and re-evaluate who, what and why you are marketing what you are marketing.
1. You’re not effectively telling your “story” on your Web site. After perusing your site, I still don’t know what you do and why it matters to me as a consumer. Why is HD better – SHOW ME, don’t bore me with “blah” text. Technology is the foundation of your company, but you’ve got a circa 1990 brand.
2. How can you expect your movies to make money, when you don’t even put them on the Home page of your site – you must not be too excited about your movies, so why should I? And – move the “faces” of your original programming to the home page of your site – people relate to people. (and by the way, why don’t your personalities have blogs on the site? There’s no where for viewers to interact…)
3. You’re obviously going to need different tactics for different age groups (depending on the movie) – the affiliate program is a good start, but I’m in my 30s, have a fairly substantial disposable income and could care less about $100 bucks. However, I would consider some kind of annual package deal that offers a discount.
4. Your logo is boring and I’m guessing you don’t sell too many HDNet t-shirts – Create a unique, engaging logo (and t-shirts) – Make a statement, make it cool to wear.
5. Instead of spending another dime on traditional advertising (where already bombarded with too many messages!), invest some $$$ in research – people still go to the movies, find out why! Give willing participants a free movie for their thoughts.
6. Create some originally programming for “Channel One” (News programs made especially for high schools) While you can’t directly advertise in schools, you’re still establishing a relationship with students (i.e. avid moviegoers).
7. Get consumers behind the scenes – whether it’s at your studio or a mobile display show people the HD difference – engage them in the technology.
Comment by Angie Dye -
People today do not want to see boring visual entertainment that’s been around since the silent film era. They want to be part of something interactive that makes them feel part of something bigger than them. Hollywood is clueless. They continue to pump out mindless garbage that they think the public is stupid enough to watch (aka Little Man). Interactive entertainment is were it’s at. Take a look at my website http://www.webyon.com. It is a template for what I want to do and where I think entertainment is going. Want to get people to watch a movie? Make them feel that they had input into it. Make them feel part of something bigger. This can be done in many ways. A director can post a script with different plot turners. Let the crowd vote. Why is Idol the hot commodity it is? People are part of it.
Comment by Nick L -
Totally, i remember many years ago when films were more about the story than the visual. You’re on to something here.
Comment by Pascale -
Hide a movie reel of the upcoming movie in each state. You find the reel, you get to fill up the movie theater of your choice with all of your friends and go see the movie before anyone else! Even if the movie sucked I would be on the prowl trying to find that reel! (Every day unveil a few more clues as to where it may be.)
Comment by Ryan Glanzer -
Great ideas people!
Hook me up with that affiliate program.
Comment by PJ -
I think he meant for you to actually think about the problem for longer than 5 minutes. Probably, a direct email or something would work better than posting your wild ass idea on a blog’s comment section. I know that’s where I get most of my trade secrets. If you are smart enough to come up with a solution for this problem, I’ll bet that you aren’t dumb enough to post it here.
Comment by Jon -
RE: Mad Movie Marketing Maven
Howdy Mark,
Long time fan, first time contact.
Some ideas for marketing movies:
1. Lists
The most important part of any business is its customer lists. Movies have none – all ads are one time hits with no residual value. Compile direct marketing email lists for various genres. Combine this with some ideas below to create and maintain the list. Might require some innovative technology to implement..
Budget = medium, Time = medium, Risk = low
2. Gossip
What goes together better then movies and popcorn? Movie stars and gossip. Slip juicy non-lethal rumours from movie sets. Add anonymous set bloggers (camera man, boy grip, stage hand, etc).
Cost = Low, Time = low, Risk = medium/high
3. Making of
One of the sought after components of DVDs are the extras (making of). Jackson did a good job with this for King Kong – releasing plot points, pics, etc. during the shoot to stir the fans. One more step -> release it anonymously to the network sites. It’s more news worthy if it’s a leek and people feel they are seeing something they’re not supposed to.
Budget = low, Time = medium/high, Risk = low
4. Interactive sticky
I must get an email a week with a link to one of those basic Flash games (last one was of Zizou heading butting Italian players..). I almost always play for a few minutes.. video game generation, I can’t help it. It’s sticky. Some movies more difficult then others. Easy – Pirates should have had one and released it for download..
Budget = low (viral), Time = low, Risk = low
5. Better movie websites
Movie websites are boring. Need promotions to tie back into the sites – contensts, prizes, be on at a particular time and possibly chat with a star, etc. Post a question to the director (pick top 10 and answer them), etc.
Budget = Same, just use it differently, Time = medium, Risk = low
6. DVD of Previews for retailers
Best Buy has a dozens of TVs with DVD feeds. During World Cup people swarmed around them. Have an hour or two of previews, interviews, making of, etc. of UPCOMING movies on DVD and give it to the stores to paly..
Budget = Low, Time = low, Risk = low
well I have a few more ideas, but that’s a start.
Enjoy!
Bruce
Comment by Bruce Spurr -
PAYCHECKS / PAYSTUBS
Partner with ADP, Paychex etc. All that room on everyone’s stub – advertise there. Almost everyone looks forward to opening that stub every couple of weeks (some look forward to it more than others)..But a captive audience nonetheless. Take it one step further, buy tickets with a code on the checks and linked to the company and track sales or give the employers incentives based on EE use. Alternatively if the stub is a problem, use the envelope.
Comment by S N Weber -
One problem is that you do a whole separate marketing campaign for each movie; once it’s out, there is no value left in your investment. One way around this is to create a new format for trailers. The creativity quotient for trailers is so on the pavement, like where music videos were in 1983–trailers are totally indistinguishable from one another.
What if you were to create trailers made by a new kind of movie reviewer? Choose B-list but entertaining celebrities, show them the movie, ask them what they thought of it and just get their most tantalizing comments/questions on film. I’m thinking Mr. T, Anthony Bourdain, Courtney Love, one of the Project Runway guys. Or my 80-year-old aunt, who is from Cuba and is totally hilarous. Grandmas are hysterical and would be really cheap!! Just ask them what they thought of the movie. If you used a bunch of grandmas, or even the same grandma over and over–just these random people–then you’re sort of making this whole new marketing channel with its own bona fide ‘stars’ and buzz, kind of ongoingly, so you’re not reinventing the wheel every time but kind of creating a new kind of channel that with the right editing and stuff, people would love.
Also, we only want to shell out for a movie when we are reasonably sure we’re going to get value for money, and trailers and puff pieces from reviewers often seem deceptive and kind of sleazy, and/or give too much of the movie away.
Trailers could be infinitely more mysterious and appealing if you were to show very, very little of the movie.
Indeed the trailer does not have to show ANY of the actual movie at all. There is room for huge creativity here, and that is what turns people on.
I have a ton more ideas! Thanks for the fun question.
Comment by Maria -
One problem is that you do a whole separate marketing campaign for each movie; once it’s out, there is no value left in your investment. One way around this is to create a new format for trailers. The creativity quotient for trailers is so on the pavement, like where music videos were in 1983–trailers are totally indistinguishable from one another.
What if you were to create trailers made by a new kind of movie reviewer? Choose B-list but entertaining celebrities, show them the movie, ask them what they thought of it and just get their most tantalizing comments/questions on film. I’m thinking Mr. T, Anthony Bourdain, Courtney Love, one of the Project Runway guys. Or my 80-year-old aunt, who is from Cuba and is totally hilarous. Grandmas are hysterical and would be really cheap!! Just ask them what they thought of the movie. If you used a bunch of grandmas, or even the same grandma over and over–just these random people–then you’re sort of making this whole new marketing channel with its own bona fide ‘stars’ and buzz, kind of ongoingly, so you’re not reinventing the wheel every time but kind of creating a new kind of channel that with the right editing and stuff, people would love.
Also, we only want to shell out for a movie when we are reasonably sure we’re going to get value for money, and trailers and puff pieces from reviewers often seem deceptive and kind of sleazy, and/or give too much of the movie away.
Trailers could be infinitely more mysterious and appealing if you were to show very, very little of the movie.
Indeed the trailer does not have to show ANY of the actual movie at all. There is room for huge creativity here, and that is what turns people on.
I have a ton more ideas! Thanks for the fun question.
Comment by Maria -
Hopefully this isn’t out there already.
2 parts.
Part 1 works for high energy, big boom type movies. In the era of high speed internet, release 3/4 of the movie in the lowest grade video with mono sound. I don’t go see a movie in a theater based on it’s merits as a story (with exceptions), I am going for the experience of seeing it on a big screen that does not translate on the small screen. Use the clip (leaving out any decent plot twists at the end, and any resolution) to generate buzz.
Part 2, use fans as critics, use them as walking advertising. Give prescreeners cards to hand out to friends and family, good for $X off of YYYY movie. Your loudest, most opinionated mavens are the ones that will simultaneously be hardest to impress, and your greatest ally if you can convince them of your product.
Comment by Ted Zimmers -
First, I am not an employee 🙂 to anyone. Second, the answer to your ? is timing and location. You must release the film at the height of controversy (news)for that particular subject. Resist the urge to make it available on DVD aka the quick buck,(advertise this)or any other format until your results in the theatre are achieved. People want only what they can’t have, set a time 5-7 years and pump the hell out of it. People will spend money on whatever they feel is a limited opportunity. The price should not even come into consideration, hell charge more for your movie because it is so special! Call me.
Jeff
Comment by jeff gilleland -
Hey There,
I currently work at the movies and I hear my managers complaining all the time about how they make nearly no money on ticket sales because the movie companies charge so much for it. So why not lower your fee per ticket or how ever it is set up, if you charge less, the movie theatre charges less and there fore more people come… If you make $4 a person and 4,000,000 people come thats $16,000,000 but if you get $10 a person and only 1,000,000 people go to see it thats only $10,000,000 plus the theatres are happy because more people coming, buy more concessions, which means more money.
Also Target your audience… Say the people who made Fast And Furiours could have targeted people with nice cars too put on decals from the movie onto there cars that are close to places with college campuses. Or in general give decals for people to put on there car with a memorable saying from the movie, that after watching the trailer hearing that saying would remind them more of the movie.
Provide on opening nights that are for adult movies pay theatres to set aside a theatre to play an older kiddie movie too, and then for an extra dollar on the ticket price they could get there kid watched while the parents view the movie.
Change the ticket ourchasing sytem to where when purchased online they save a dollar instead of being charge a fee, and in return would send an email or text message to there contacts saying “I will be at (Movie) at (Time) come join me!”
When I think of more I’ll let you know.
Jack
Comment by Jack -
NOONE CARES!!!!!!!!!We are at a point in time when people do not care about movies. The majority of this country is so involved in celebrities personal lives that they could careless whether the movie is a hit or not. Why go see your favorite actor/actress in a movie when you can hear about their personal lives on tv, radio, and other forms of mass media. (This is where we are at in our society/culture, sad huh?)
This takes the mystique out of the character that actor might be playing at the particular point in time. Yes you can say “if the actor is good enough then he makes you forget about his personal life.” True….but Im sorry to say our culture isn’t the sharpest knife in the drawer.
As the great Chuck Berry put it “there is nothin new under the sun”. While our culture sits here and discusses who paris hilton will be banging next week, other cultures are solving problems in the world( Brazil for example is 30 years ahead of us when it comes to energy conservation/efficiency).We are fighting a battle that will not be won until our culture becomes more involved in art: movies, literature, painting, sports, and less involved in media; these aspects of life are amazing, when put to good use, or until our media gets a hold of it and tears down every person they dont agree with. The media is ruling the world, and this is scary because the media controls everything we hear/ see/ read. (Only because we the people allow it)Which ruins it for the people who dont care about the personal lives of celebrities but rather their talent/trade they project on to a moviescreen. I guess the bottom line is our culture has been conditioned to fast paced, get it and go type of mentaltity, thus making it impossible for marketers to market to our culture. Once one ad goes up another one comes down its a never ending cycle, So my solution is to save marketing money and force our culture to get more involved and search for the good ones rather than settle for the most advertised ones. Yes not the most business minded manuever but its a risk, people might not see commercials every five seconds but they will remember the movie if its a good one, and if not well at least you saved some money.
Desired Solution:
Culture wakes up, media dies down knowing culture is catching on to their lies and ambiguity. Thus leaving the culture searching for answers, ding: this is where music, books, art, literature, movies, sports and all other hobbies of life that do not involve the privacy of others comes in. We then become a culture not afraid of spending money on “art”,
Why: because there is structure to the art= humans time, sweat, tears, change, failure, accomplishment. Rather than half hearted/crappy actors showing up just for the money. They know the movie will be marketed to the point it tricks people into beleiving it is a masterpiece, when really its a bunch of you know what. But even if the movie is bad we as a society wont feel as duped, and not feel as bad for spending 10 dollars on a movie you know people worked hard on. Much better than your ten dollars going to Joe Schmo over the in trailor 3 lot 55 with his thumb up his ass knowing the marketers have this movie sold.
“everyone is in a hurry to get somewhere I just havent figured out where that somewhere is.”
Comment by B. Pounds -
I think you are ignoring a major point here….two things happen at a movie showing. You watch a movie and you sit in a room with complete strangers. Movies are not the issue here, it’s the behavior of the people in the theater.
People don’t fly first class for the bigger seats and the tasteless food..they do it to avoid the animals in coach.
Attract a better crowd to a safe, quiet, civil theater and you’ve got your answer.
However, if you question is how to simply get people, any people in the seats, then continue working to attract the functionally illiterate sub-teen and young adult crowds. They are loud, obnoxious and rude, but they buy the tickets.
Fine tune your question and you may find the answer you are looking for.
Comment by Eric Hawking -
Why don’t you make movies more exclusive–and each person has to be INVITED to see the movie. This could be great viral marketing, you would have to receive the email to see the movie and it would have a link in the e-mail to purchase the tickets from a theatre in your area. Theatres would love it because it would not only fill seats, but it would drive people to their web site. This is a great PR opportunity.
Comment by B -
Hi Mark,
I have not sat in a theatre and watched a movie since 1979, with the exception of few Rocky Horror showings. There is no thrill to motion picture any more, but, I do believe there will always be room for social interaction (and I do admin I miss the drive in). I don’t know if this has been attempted before, but it has the potential change matters.
Here is a suggestion, create content where there are roles in a film and the roles can go a number of different ways to keep things entertaining…..say, 25 roles. Then on the evening of a show have theatre audience polling/nominations select folks (from the audience…or they can keep actors in these roles) and when this is done “compile” the film based on these dynamic aspects (and huge computer replication) and play the show where folks in the audience can see themselves, friends, etc. I suspect this sort of an idea may help motivate folks back to the theatre where they can participate and every show is different…best of the best can later hit dvd.
So, this does not necessary address the marketing question in terms of addressing specific shows, but once the concept is understood it no longer takes a huge budget to promote a movie.
Hope this makes sense, gotta run, drop me a line if you think there is more to talk about.
– scott –
Comment by scottgjerdingen -
Mark,
You bring an interesting challenge regarding movie marketing. My wife and I go to several movies and it is amazing how often we feel misled by the ads we see, and/or, disappointed in the final product. After seeing The Break-Up and You, Me and DuPree….I must say that it is pretty sad that both were marketed so much better than they played. Oh give me the days when comedy’s were funny…..and drama’s had true emotion.
That being said, you are interested more in how to market effectively…..first…use more women to do the voice over for the ads….why when women are probably the majority of movie viewers do we constantly use men to promote…?
Secondly, why spend so much money on advance marketing….use Entertainment Tonight, Access Hollywood….and the countless other programs to do your pre-hype….but the week of the opening….hit it HARD.
Last, but most importantly, stop talking down to consumers. In the world that we are in today, which quite frankly, you are so engaged in, marketers continue to talk down to their customers. People are intelligent and they have countless choices for their discretionary dollars…..talk to them as you understand that.
Best of luck in your quest to resolve your marketing concerns.
Bob Wise
rcrtv@aol.com
Comment by B Wise -
Have a membership program for viewers. Pay monthly, quarterly, yearly, etc. and in that price you get to see X amount of movies. Buying a package deal would allow them to get cheaper per ticket prices. The higher the package, the cheaper the per each ticket price would be. Could even offer an unlimited package.
Comment by Jennifer Furst -
Give away $500 in cash at each showing.
Comment by Michael Kohlhaas -
2 ideas:
1. hype plants: just like they have beautiful women in bars talking up this or the other brand of vodka, get hip, attractive people to talk up upcoming films in night spots.
2. blog a movie from start to finish, posting on location video on places like you tube, etc., debuting trailers only on that site and generally building hype via regular posts. make it THE spot for new info on the film. music fans love hearing about the behind the scenes info on records as they are being made (just look at pitchforkmedia) — why not build similar excitement yourself?
Comment by Jeb -
In my business (banking) the most effective type of marketing is direct – the “rifle” approach rather than the “shotgun”. Why couldn’t existing database information be utilized that segments the population into groups that are “likely” to see a particular movie based on household demographics, age, occupation, income level, etc? With this knowledge, direct mail campaigns can be conducted which offer incentives (discounts, promotions, etc.) to see a particular movie. Perhaps by sending a barcode discount card (buy one, admit one free) which could be used over and over and would collect even more information about past movie preferences as a predictor of future likes or dislikes. Amazon uses future purchase “predictability” very effectively. Seems like it would work in this business as well.
Comment by Bill -
Most american couples suffer from crippling laziness and don’t leave the house for entertainment on a regular basis. Focus on singles. The online dating industry is your answer. Hold a reverse auction posting anticipated supply of seats in a theatre combined with a new or existing dating service / social networking site. Based on online personals, geography, movie preferences, and desired viewing time…couples are matched at the market value of the seats.
Comment by D. Scott -
Hi. Your mention ‘buzz’ and myspace in a way that sounds like: “We’ve tried it. It doesn’t work. Tell me something new.” The search for trustworthy information through social networks and referrals is already the only game in town. It’s just not understood clearly yet.
Newspapers, in their old forms, are going away. So are the Detroit automakers. Microsoft is eroding. The legacy of the corporate entertainment networks and movie studios is so huge we miss the obvious: at best, their advertising alerts us. At worst, it misleads.
Buzz is the cheapest way to get noticed. Over time, buzz and integrity aren’t for sale. They have to be wooed. If Google skewed search results for money, they would lose market share within hours. People who do multi-level marketing soon have no friends. The shills who sell their credibility for $1 per head to your movies will misread a few and soon find themsevles without friends too.
There is a way out of the woods. Consider the way ‘Chronicles of Narnia’ and ‘The Passion of the Christ’ was marketed to Christians. Respect for the target audience. Show a willingness to educate them with honesty about a movie.
Apple’s Mac versus PC ads work because first, they have more than a little truth. Second, they replicate an encounter between someone with integrity (the Mac) and the PC. Every viewer knows Microsoft is often a bad corporate actor who deserves little sympathy.
The power of marketers, networks and studios to influence opinion decreases in mathematical proportion to the increase in the power of social networks. The better able a social network is at delivering honest and reliable buzz to its members, the less that network needs paid advertising.
I am a Decision Support Coach and Relationship Manager who works with business owners. I don’t want a job, I suspect I could make yours easier.
Comment by Rob Ryan -
I’m not a marketing person, but it’s been my experience in the past that people will give their first born child for a quality product – not to mention that there’s more followers than leaders out there. By this I mean trust your product with the best and they won’t let you down.
Comment by Luis P. -
What’s your target audience? stupid 17 to 30 year olds, right?
You want low cost, high impact, right?
Print ads up on rolls of toilet paper, they’ll think it’s funny as, well, shit.
I would imagine you could only target certain movies.
other than that, make up wild gossip about the stars and leak it to Gawker, Defamer, DListed, etc and let the speculative frenzy begin.
Comment by kevin -
Turn NBA stadiums into a movie theater before each game. Build the the cost of the movie ticket into your individual and season ticket packages. Added value to season ticket holders….endless promotional opportunities for studios, the NBA, and individual teams. 21,521,103 in total home attendance in 2005-06 season.
Comment by Dave Low -
I think you’re on the wrong track with marketing. Enough people have said it above, make good movies and people will come – people are so desperate for topics to blog about after all. They’re dying to do your word of mouth for you.
Where I think your focus should be is on what can going to the movies offer that staying at home can’t. There’s the obvious – really big screens and really good sound, you have that so nothing to do there. There’s the “community” aspect – being with people rather than alone. You’ve already got good ideas on that front. SO how about just stopping the behaviour that actively turns people off?
Ditch the overpriced munchies. Make them a more realistic price and advertise the fact your stuff is half the price of other places. Don’t show so many damn ads. People hate that! And never ever ever ever ever ever ever show “anti-piracy” ads to an audience THAT HAS PAID THEIR GODDAM MONEY to be there! These people aren’t pirates OK? They’re paying customers, stop telling them you hate them.
How much money do people actually make from overpriced snacks and advertising anyway? It’s probably impossibile to get a scientific answer but I suspect the long term cost of these practices are greater than the short term profit.
In summary: more “boutique” cinemas – comfortable enough for a group but not so large that crowd noise is a problem (say 100 seats max). I think 5×100 seat cinemas would make more money than 1×500 seat cinema. Reduce the price of snacks – maybe go for fixed prices packages of parking movie and snacks/dinner that make the whole adventure more economical. And overall, stop insulting your audience – they paid for a movie not ads. Bombarding them with ads is double-dipping.
Comment by Mr Angry -
All of these ideas are a waste of effort if the product isn’t good. Every movie I have seen the last 10 years is because of buzz and word of mouth. If people are passionate about something, I want to find out what they are passionate about. It’s like Hooters Restaurant- you can add all the fluff you want, but the food still sucks.
Secondly, it’s the location. I recently took my wife and 2 kids to Studio Movie Grill in Plano for first time and couldn’t wait. We walked into theater and about threw up from the smell and bolted. We went to lunch and then to Stonebriar AMC.
So it’s back to the basics… Good quality product and good quality service. This is what is missing in everything these days and has been overlooked.
Don’t waste time with bells and whistles if venue sucks and movie sucks. Give me a venue to market and be proud of, put a good produce in there and the buzz will take care of it.
Peace Out
Comment by Scott A. -
Interesting question and concept. I must say I’m pretty amazed by the vast number of people that missed the point and/or turned this forum into their personal rant on what is wrong with the movie experience. Unfortunately, none of these diatribes even attempted to answer your question. Let’s start with the question.
Q- How do you get people out of the house to see your movie without spending a fortune. How can you convince 5 million people to give up their weekend and go to a theater to see a specific movie without spending 60mm dollars.
Let’s examine first what the question is not. This is not a solicitation for what is wrong with the Movie Experience. It is not a question of whether soda and popcorn are overpriced. I take the question as one posed irrespective of what life is like inside the theatre. We just want to get them to their seat, regardless of the teenagers, cell phones and the 13 and a half other beetches enumerated here.
Okie dokie, now for some answers. One enlightenment and general opinion is that the successful movies in the past in regards to your question were like Napolean Dynamite and Blair Witch. Big return on little or no investment. Interestingly, the marketing budget and cost to produce were both fairly low. That is not a predicate, however. High Budget, Low Marketing is probably a bit risky. Low Budget, High Marketing is probably more tempting. However, in the concept of going against the grain, let’s examine the former. A non-constrained film budget does not guarantee a better film, but it doesn’t hurt.
So we’ve got a clear question and a fairly clear premise to move forward. Here’s the deal. Everyone wants to be artsy and edgy and confident in their individuality. That’s why grass roots marketing does work. If you feel like you’re on the inside or the first one to hear or see the new gig, you’re a successful victim of the marketing campaign. That’s what we offer to the first Five Million people per film per weekend. We gotta make them feel very special, very political, very sexy or very something that gets them charged up. Think 5 million environmentalists that got very excited about Global Warming. Boom, successful opener and cash in the film’s pocket.
Of course it’s about database management. Offer them some space behind the velvet rope. Offer them a glimpse of the future. Then, you’re talking about grassroots explosion.
Not that it’s easy, and you have to have some reasonable connection between your film creation and who you are romancing too. If it’s a teen slasher, you know the audience without a doubt. Remember, this is about the question, not the content or art. The key is connecting the film to the band of influential ticket buyers that will drive your market.
Every other marketing tool is available at the direction of the marketing team. Just because we may still use welders and sockets just like Ford to build a better car, doesn’t mean we can’t kick their ass with a faster, hotter and better car. It’s just that we have the ability and focus to do it cheaper, with more innovation and lot’s more Return on Investment.
So start a little cryptic. Build a little hype behind the database management. “You look like a cool guy, what’s the next big film going to be about? Let us know cuz we’re cool, also, and you know what, join us in our little organization to change the world.”
It worked for Bono, didn’t it. One World and World Peace, World Hunger and Third World Debt. Everybody who even remotely thinks they’re hip to the music world and/or U2 knows what he is talking about, and is probably in a database somewhere, waiting to be marketed to. Maybe he has more altruistic intentions, but he doesn’t have to. Either way, he is making lots of people think they are very unique in their approach to the world, and has the opportunity to put his priorities on their plates.
How about World Peace, or terrorism? Think you could brand an organization that gets people to offer their opinion, electronically pledge their support to a cause, offer some slightly personal information to a database, and support a movie that starts to get some ink a few months later?
There is a blueprint for this kind of connect. And if you’re making worthwhile movies, you might even offer some assistance to this world. Change the world and be a movie maker. That’s like two narcissists for the price of one! Heck, you could even start with your own question. What’s wrong with movies? Think those 248 people above wouldn’t like to try a movie that makes huge hilarity out of the current Theatre experience, if it was smart, well-made and enticing. And lo and behold, you already got them working for you.
Self-fulfilling prophecy, anyone? It’s the marketing of the New World Order!
That’s a start, and good luck. I’m interested in changing the world, and don’t have any preconceived objections to starting a connect with yourself. Thanks.
Comment by Douglas Joseph -
A lot of great suggestions even if I couldn’t read but a fraction of them. I once heard that theatres could let people in for free and still make their money from the concession. I think if theatres reduced their prices at the concession significantly (and I do mean significantly), more people would go out. I love the movies but haven’t been to one in a theatre for a few years. It’s not that the price of popcorn would induce me to go, but it’s the feeling that I’m getting a good deal, not being gouged because I’m a captive audience, that would most likely give me a brain shift so I wouldn’t mind going out. I know this isn’t in your hands, because it the individual theatre owners would then lose money, but maybe you could supplement them instead of putting 60 million into advertising. I think all the advertising just makes people think, “Oh good, I can’t wait until that comes out on DVD!”
Comment by GM -
Mark,
Huge fan of your energy and creativity but you have this one completely wrong. It is my opinion that is not a money thing that prevents people from attending the movies anymore but a lack of quality of experience. Let me explain. I live in Los Angeles and the idea of actually going to the movie theater scares me. With the parking and the lines, why bother? I will get a movie that is a few months old on PPV, have no line for parking, seating, candy, beer etc. I would rather wait for the blockbuster to come out on DVD and watch it then. Plus, with all the incredible technology (preaching to the choir here I know) and quality, you are no longer giving up so much if you don’t “see it on the big screen”. Lastly and here is the dirty little secret that no one close to you will speak about because in the corporate world, it is a no no to say such things. Until you figure out how to bridge the cultural gaps between folks, the system won’t work. Cultures watch movies differently. I am from Minnesota and if you sneezed in a movie theater, you darn near got thrown out. In LA, people are having conversations with the screen, their phones, and their friends. Have you been to a movie showing in an everyday theater for the common folk? It is an absolute nightmare. If you are up to it, try it. You will be appalled and disappointed. You take the logistical nightmare of getting to a movie in a big city coupled with an environment where there are clashing cultures, throw in a noticeable price, and you have a recipe for low numbers at the door.
In my humble opinion, the question isn’t always how to solve the paradigm but rather is the paradigm itself a correct assumption. In this case, I would be trying to figure out how to make the environment right for the audience you are trying to reach. I know this has been somewhat attempted with the higher-end theaters but it just hasn’t been marketed appropriately. If you look at what we spend on cell phones, designer clothes, and a freaking bottle of water, it becomes apparent that it is not a price problem. In fact, our society has shown the desire to pay top dollar for the experience, not necessarily the product. Hello Starbucks?
Best of luck to you and keep making the NBA more entertaining (the mavs previously low attendance wasn’t a pricing thing either; it was just in need of someone like you to bring the right atmosphere).
Regards,
Wes Previant
Comment by Wes Previant -
Well, here latley the most boring part of my week is spending over 95 dollars filling up my tank. Meanwhile as im watching the pump, which seems they are all a little slower now. I find myself reading all the flat screens on the pumps which are just advertising sale items inside. It is possible to mount the same size LCD and channel ads to them (any add you want really) at fairly cheap price. In my town the avg. gas station serves 25 per hour, 600 per day. On avg. it takes 5-8 min to fill up..thats 10-16 30sec ads per person. Yes i know there are vandalisim issues as there are with many forms of this type of ads. But 5-8 min of undivided attention come on. Pick and choose your sites, not hard to spot the bad one (bars and bulletproof glass…keep movin). Not to mention the draw these would have to the consomer who would choose this site for fuell just so he feels some form of satisfaction for the 3+ dollars of fuel, whitch would also make the owners of these establishments more inclined to prevent damage to the item that is drawing the extra $$ in. Anyway i know it is very possible and would love to see it.
Thank you for the time…
Comment by Burky -
Pay for half of hit songs on itunes, people think they are getting a good deal and they also download your trailer. Simple and easy advertising.
Comment by Jonathan Thornton -
Ok, I have read thru a lot of these postings and was hesitant to even answer after some of the well thought out plans I have read about. Oh well, I am a simpleton, and I am proud of that. So, here goes.
BONUS BUY SYSTEM.
Pay for a movie ticket, get a certain amount of points added to what would be the equivelant of a Kroger type card that could fit on your keychain. When you purchase the ticket, your card is scanned, and Bingo! You have instant points. Point differential could differ substantially depending upon whether you buy 1 ticket, or multiple tickets. Whether you purchase a matinee priced ticket, or a full priced ticket.(could double points for paying the higher price). Your main cash cow for points could be for purchasing refreshments. With a bucket of popcorn and 2 small drinks going for $14 these days, for those willing to pay that could be handsomely rewarded by a larger portion of points granted than your average movie ticket. The point system could be set up via a website that featured links to any business venues that you could wrangle up for participation.iTunes, Travelocity.Com, MavsGear.com, Toys R Us(could not find a backwards R on this damn keyboard), any place that you could cash in for prizes. Remember Cokes save the tab promotions for points? Ridiculously popular, and the prizes were not good. Make the prizes hip and geared towards items that appeal to people. Everyone’s personal number would be in the system, so random drawings for prizes or even additional points could be an option. Each store that ran this promotion could possibly have an interactive kiosk at the store that you could scan your points and possibly turn them in for discounts directly off purchases at the store. Please make gas stations one of them! Anyhow, thats my very raw suggestions. People like free stuff. We all get suckered, even if the product is crap.
Comment by csaffle -
My suggestions:
— If you are a succsesful movie studio would it make sense to create partnerships with the companies that own the movie theaters. By creating an agreement with them to only show your movies at their locations it would seem they would be more willing to provide you with free advertising and perhaps a bigger cut of the per/customer profits.
— Only spend money on “advertising blitzs” for movies that truly need them. Does Star Wars, Spiderman, LoTR really need to have that much marketing behind them? It would seem that the larger movies would be able to speak for themselves without all of the marketing tie ins.
— Why not spend less time focusing on the movie theater and more time on the “On Demand” options. As you have noted in a recent blog the Internet has become a “public utility”. Just today I was able to look up information on the Seattle City Council budget from my office. The ability to get any sort of information just by doing a search has become a norm in the world these days. People spend $12.95 to get a “almost” new release in their hotel rool, would they really not spend $8 to see Spiderman? I would also think that OnDemand services would greatly increase the number of “impulse buys” as it is much harder to have an “implse” to go to the movie and sit down and watch the show. Of course it would be nice to get these movies via the Internet, but at this time it would probably be more feasible to get them through your local cable/sattelite provider.
———————
These have all probably been suggested, but, it would seem with your tech savvy that you could really bring the industry into the 21st century (honestly, isn’t going to the theater kind of old school?). It would seem possible to create a natural alliance with TV manufacturers as more people might want a nicer TV to experience these new releases.
Hope this helps and remember:
Save our Sonics!
http://sonicscentral.com/blog/
http://www.saveoursonics.org/
Comment by Michael Lyon -
Two things you cando. You put an ad in every current movie goers hand by printing an ad on the back of the ticket. Full size, color with your web address on it. Give them an incentive to go to the site with cheap give aways like free movie passes or free popcorn for some lucky winners. You can target your audience if you decide to only place ads for certain movies that match your target demo for your upcoming movie. Secondly advertise were people are more likely to actually spend time looking at your ad. Everytime I go through the horror of having to gas up my car, I’m there pumping away and looking at a sign for a coffe special or a hot dog special they have inside. Place your flyer there with a website. Advertise gas card giveaways for people who go to the site and watch the trailor. Give $20 gas card to every thousand veiwers.
Comment by Mike R. -
This one http://www.blogmaverick.com/entry/1234000960073808/#c709466 (statistical analysis of user community movie preferences) is a great idea. You could even get to the point where you could offer a guarantee to people that they would like a movie, or get their money back.
In addition, there could be a bunch of other busineses you could launch from this platform, for example (Idea A) you could offer a service to movie syudios to anayze the data and tell them what segments of people are underserved and how large those segments are. Imagine if you could tell them that there is a big group of people that need a specific type of movie and there is nothing for them to watch. You could predict thier revenue stream pretty accurately, and the studio would then know what to spend on making the movie and predict their profit! You could also (Idea B) offer movie theaters the ability to screen different movies at different times duirng the day based on user preferences, or allow even better geographic segmantation based on your data to enable movie theaters to show the correct movies down to a zip code level in a much more accuarte way than they do today.
PS – My options vest in Spetember, so can I start in October? 🙂
Comment by mike -
This is easy. It’s all about a “value add” that’s very difficult to cash in on…
Tickets have got to be individually tracked by some mechanism already. Use that mechanism in an online system that offers free HD streaming of the movie they just saw. Also using some DRM bullshit (we hate it, but you need it here), allow one copy to be burnt to HD-DVD. THAT way, people HAVE to see the movie to burn it.
The streaming would take FOREVER most people would give up. The few geeks that have the time and the bandwidth to actually get it streamed could watch it. At the end of the stream provide a code/site/some other clue where/how they can get and unlock the torrent for the movie. Change this code daily. Also, this REQUIRES the functions of high priced HD gear. You play your cards right, you partner with (pick your side of the HD media war) and this fosters a bona fide NEED for consumers to upgrade. Think about it, I know I would upgrade if I could (spending a couple K to do it) download the NEWEST movies, IN HD, for my personal consumption.
If more control is what you need, take the online tracking scheme for the tickets (mentioned above), and instead of downloading, use a HDNet Movies Pay per View to stream that new movie, in HD, on demand (once or twice per billing cycle) at the customers convenience.
What that will get you is two things. One, butts in the seats during the opening week and TWO, a feverish online geek frenzy of how to sploit this system to get a free movie. Hell, you could even use the “nyah nyah, you can’t get or have this because you’re not smart enough” marketing scheme.
This will only work with a really friggin good movie…none of that “thelma and louise” type bullshit.
Lastly, if some one mentioned this already, my apologies. I didn’t read all 746 friggin posts.
Good luck with the candidates. There’s a cubic ton of bullshitters out there.
Comment by null -
ADDITION TO MY PREVIOUS BLOG #739,
Same Idea in blog #739 but it would be a Movie card, like a credit card, the products you purchase at the
grocery store would add reward points to your “movie card”. Simply use your “Movie card” at the movie theater to get movie tickets. Keep the card, the balance would change as you use it.
What a great idea!
Scott
Comment by Scott Hornick -
I think one of the biggest reasons people don’t go to movies is that they don’t know whether they will actually like it. Sure, they read reviews, ask their friends, see the previews, etc. But they don’t really know.
So, my suggestion would be to create an easy way to very accurately predict whether someone will like a given movie. There’s a few ways to implement this, with increasing levels of sophistication, and accuracy.
One simple approach is combine statistical analysis with a community rating site. Image if a sufficiently large group of people rate a broad set of movies on a scale of 1-10. Obviously, one thing you would immediately see is the average rating for a given movie. But that’s the tip of the iceberg. By doing cross-user correlation, it would be possible to identify the users WHO ARE MOST LIKE YOU in terms of how you and they rated movies you’ve seen in the past. Once you find users who are similar to you, the chances that their rating for a movie you haven’t seen is a good predictor of how you’d rate the movie, is dramatically better than just an average of all users.
From here you can imagine getting a lot more sophisticated, and more accurate. You could include genetic algorithms, or neural networks, etc., to adapt over time, find users who are most like you. Furthermore, you can imagine the user steering the model to, for example, give preference to some reviewers over others, etc.
By the way, as the database grows, you can imagine using this as a valuable predictor of not just whether someone will like movies, but music, books, etc. And the commerce angles and community aspects abound. Imagine the power of being able to target folks who have a 95% likelihood of liking something, based on how they rated other things they’ve tried. Imagine the power of a trusted reference suggesting a particular product, because they also like it.
Comment by ilya -
Lots of ideas, been in marketing for years! Sent my idea to your “Contact” address! Are you over whelmed with your annoucement?
Look forward to hearing back from you!
Comment by Jillian -
Institute group discount for the movies. i.e. give discount to a group of 5, $1 or 2 off the ticket price. Let peer pressure do the marketing.
Comment by Song Kim -
Here’s a thought. Currently a lot of money is spent to get promotions of a movie to the public. They are put on TV, on the internet, in magazines, etc. All hoping that these promotions are going to be seen by an interested viewer.
How about a different approach? Spend money to put movie promotions in a single location and
motivate the public to come to that location. By having a single venue, you will already saved
a lot of money on advertising.
Obviously the location that makes most sense is the internet. A single site where all releases
from Landmark Enterprises can be found. So what is going to motivate the paying public to come
there for information about up coming releases. And more importantly, what will also motivate
them to pay to see the movie. A movie can be successful in being seen by a lot of people but
it’s truly successful if people pay to see the movie.
So people come to your internet site to find what? I suggest that each movie release has its
own embedded contest. People come to the site to find out:
a) Current movies and their associated contests,rules, and prizes.
b) winners of past movie contest.
The contest can many prizes i.e. ipods, DVDs, music, but each movie has it’s own Grand Prize.
Maybe a trip for 2 to New York, Las Vegas, London. Wherever. Nice prize huh?
So if each movie has its own contest that requires “You must see the movie, look for a hidden
hint within the movie to win.” This hint can be verbal, a visual hint aka product/hint placement, etc. Lower level prizes can be much easier to find. But each movie has several. With technology, hints can be localized to individual markets.
Granted on start up, some money will have to be spent to reeducate the public about the contests, its prizes, etc. But once the public knows that every release from your company involves prizes, they will continually come there for the latest announcements. And because you can only get clues from actually viewing the movie, it will motivate them to pay and see the movie.
So what keeps a few people from seeing the movie and telling all their friends the clues and answers? Simple. Don’t release the winners until the movie has left the movie houses for release as DVD. The Grand Prizes have only 1 winner therefore I wouldn’t tell my friend what the answer is since I want to win the prize. It’s key that the prizes be good.
Also another level of contest can accompany the DVD releases as well in the form of Easter eggs
on the DVD. Therefore motivation to buy/see the DVD.
Once the public knows about the prizes, sees pictures of winners enjoying a trip to Paris, etc, they’ll become more motivated to come to this site to see about new releases and prizes.
Hopefully this will improve movies as well. Currently movies are driven by having 5 trailer moments in the movie. Who cares about the plot, the acting. Does it have trailer moments? With this method, trailer moments are less significant and producers can concentrate more on just making a good movie.
The expense? You state the it costs millions to promote a movie. If you give away one major trip
for say $10,000 and a couple hundred I-pods, the total cost of that has to be a lot less than the current system.
Regards,
Dan Wright
Comment by Dan Wright -
Go to the people rather than make them come to you.
Marry modern technology with an old concept; create portable movie theater venues for people to watch while in their cars and which could be set up virtually anywhere there is a parking lot and would reach urban areas as well as rural areas.
A variation of the old drive-in concept which could produce more revenue from concessions as well as no fixed costs in brick and mortar with the added convienence of target marketing.
Not really a new idea
Comment by Pete -
ADDITION TO MY PREVIOUS BLOG #739,
Same Idea in blog #739 but it would be a Movie card, like a credit card, the products you purchase at the
grocery store would add reward points to your “movie card”. Simply use your “Movie card” at the movie theater to get movie tickets. Keep the card, the balance would change as you use it.
What a great idea!
Scott
Comment by Scott Hornick -
Reward the “Movie Evangelists”
Reach out to the “movie evangelists” – the people who really love movies and convince their friends to see films. These are the people who consistently hit first showings, so hand out credits at first showings that these people can register online. Credits earn access to restricted early screenings, magazines and mailing lists with studio press releases, early access to promotional shirts and toys, and studio tours for the top members. Making these people feel like insiders and rewarding their compulsive behavior will help create more emotional attachment to new releases and urge them to share that positive attachment with friends.
As an extension of this program, it would also be possible to offer a place for “movie blogs” where evangelists can post about early impressions and moviegoing experiences. Studio-approved postings could yield a referral link, and additional credits would be earned by having enough people follow the link. More credits still could be offered for adding code to members’ home pages that displays a ticker scrolling links to blog posts about current releases.
This could be implemented by a studio, or by a third party contracting with studios. If done by a third party, the movie blogs also offer a vehicle for ads and direct ticket sales.
Comment by Most -
Hi Mark,
People are bored and tired of the same old same old. for 12 bucks we want an experience. more than popcorn for 5bucks and a soda for 4. it’s truly insulting, and then all of those commercials- we paid to see the movie and we are forced to watch these commercials- again, insulting.
so, we want more. a little live comedy before the show. a 3 piece band. a guy with a harmonica. vaudeville. an EXPERIENCE! entertain us. give us burlesque. break in a new comedy act prior to the movie instead of boring us to death with those trailers.
and we will come to your theater in droves! we will pay for the little bit o extra respect that you “the man” gives to us “the people”.
which is why myspace works, it’s based upon a community. and sure, we get that the corporations are sneaking in fake blogs and viral marketing, but we don’t care because we are getting something back of value- and a little respect. for free.
very simple.
much love
melissa macaulay
boston
sowa indiefest
Comment by Melissa -
This sounds repeated. But a simple fact is this. If Spiderman 3 doesn’t spend any money on marketing, it will still be the biggest hit next summer. Whereas if the studio had spend a billion dollars to market Speed 3…it will still bomb at the box office. There is no “formula” for marketing a film. Just when people think they found it with Blair Witch Project years ago, it only works with that film. Other films tried the same marketing plan but failed. These examples continue to prove that the problem is not in the marketing, it’s the films itself. But here’s a few things you can do to help drive people in the theatres.
First. Charge $10 for a 3hr film and $8 for a 90min film. Independent films ticket price will be less than big studio releases.
Second. Do what airline companies do. Summer time tickets are more versus a low season ticket.
Third. Find a Maven. (Read The Tipping Point)
best,
swoo
Comment by Steve Woo -
Mark: move away from marketing and simply communicate with the audience. I suggest hosting a complex blogsite for each movie that hosts blog-content from the director, producer, actors…anyone involved in the process and outcome of the movie that enhances the viewers’ understanding and specific value found in each film whether that be entertainment, social issues, controversy, etc. The content would be organized into folders by topic and author so that people could read chronologically backwards in the topics or authors that interest them. Viral marketing is not marketing at all; it is open dialog that is interesting, includes real facts, and is trustworthy for the consumer.
More upside: This blogsite will also enable you to organize the customer reponses in a way that this content becomes usable business data to generate critical output for decision-making.
Then too, invite bloggers to opening nights and treat them like press without the handling and give them a page on your movie blog site.
THIS WOULD WORK. I’m tired of reading reviews that may or may not 1., waste my time, and 2.,correlate to my preferences (I see the movie and wonder what the heck the reviewer was on!, and 3., don’t deliver quality information to facilitate my best decision about how to spend my time. This would be extraordinarily effective towards allowing people to ascertain for themselves what they may or may not think about a movie prior to seeing it by considering and evaluating what those involved in creating the movie are saying about the movie. Beware: the blogs cannot contain marketing communication, but must be direct, honest communication about their subjective experiences and characterized observations.
I have a blog engine already written that can do these capabilities and more. Contact me and let’s test this on your next most exciting movie that is in early stage production.
Comment by Denise -
Interesting question and similar to the one I personally considered with regards to the talk radio and podcasting space. Terrestial radio is dead and satellite radio is too costly and the programming is limited. Our platform, Blogtalkradio.com is a new medium where bloggers can host their own live call in talk show.
We believe that user generated content is here to stay and Blogtalkradio meets this need.
Alan Levy
CEO
Comment by Alan Levy -
What if you paid people to advertise for you? I have an old idea, create magnetic door ads for vehicles and pay people to put them on. You create X amount of magnetic door signs and travel to big cities to get people to sign up. Have people register with us and tell them, we’ll pay you X amount a week if they place the magentic door ad on thier car. How much should we pay these people? Enough to pay for the gas in thier tanks and a little extra for their help. The magnetic ads can come in two or three sizes to accomadate trucks or small compact cars. On the magnetic ad we have the movie graphics and the web site URL http://www.bestmovieoftheyear.com. The website and movie graphics will be created by me, so you don’t have to hire a group of artist/web desingers. We’ll create a buzz across the US. People could even register on the movie site to adverstise in thier city and recieve cash! I believe that this method will cut your advertising dollars because we’re not going to pay for billboards,dart buses,tv, or radio. If they media wants to talk about it, let them spread the word about what we’re doing.
Comment by Thomas Saldana -
I would like to revise my initial comments and produce a more effective business oriented idea. Basically Mr. Cuban, I would like to provide the most efficient and cost saving marketing ploy you could easily pull, so that the rest of these ideas could be under operation/research. Most people want better movies, cheaper tickets, a Carnegie type of business where you would own the production studios all the way through to the theatres, etc. My idea is really simple. Before every movie they always preview the online movie ticket commercials. If you could partner with one of these groups and get customers to sign up online using their cell numbers, then once a week you could give away 100 free tickets. I initialy claimed you could base it on how many times they went to the theatres, but that wouldn’t really be a fair contest and I doubt you want anyone’s eyes popping out from watching too many movies. There are basically two big moneymakers from this whole ploy. One, they are still going and will bring a long a friend, relative, or spouse (which is already generating money) and it will regenerate a new hype about going to the movies. Also, whichever site you partner with will make a boatload because of the tremendous amount of new users which will then cause advertisements on the site to shoooooot up. This is by far the cheapest idea because all you need is a few servers to store all the information with peoples numbers, maybe one IT guy to keep the databse intact, one guy to run the program with a secretary, and because some of these online groups already advertise before all your movies in the theatres you own, all you need to do is partner and edit their commercials…. I’m telling you Mr. Cuban, very cheap and very effective. Btw, I didn’t start college yet…
Comment by David Isser -
Mr. Cuban,(MOVIE PROBLEM)
I apologize for the grammatical errors, I don’t have much time.—please excuse
Movie ticket sales cannot be increased at the box office window. Our society is flooded with video entertainment choices everywhere. If we didn’t have Internet, Cable, Ipods, home video games (xbox) etc. , then the movie ticket sales would be fine, oh not to mention dvd rentals.
So my solution to increase tickets sales would not be tickets sold at the box office. The tickets need to be tied to another product or products. The movie theater viewer needs to feel like the ticket is for freebie. However, the movie viewer still pays for the ticket, just through the purchase of another product. (Product tying).
Movie tickets could be a reward point system, for example: Everytime you go to the grocery store , you swipe your “Tomthumb member”card, right now they give 6 cents off of the gas you buy from there gas pumps outfront. So, maybe Tomthumb could give reward points toward certain grocery products, products they need to move, on the shelf it would say “get 10 movie points with purchase of bag of chips” well most people buy the chips anyway, however the store would mark-up the sale price and return it to the United Artist or whoever. Possibly a customer would need 100 points to get a free movie ticket. If the customer thought the chips were overpriced, he might continue to make the purchase thinking he’s getting something for free”. The customer would redeem his points for whatever movie theater is on the store list at the Customer Service Desk. The store would sell more chips and the movie industry would sell more tickets.
Thanks,
Scott
Comment by Scott Hornick -
TUPPERWARE PARTIES
I need a way to draw attention to myself, stupid.
The Tupperware party, ah yes, we are all aware of that particular demon. And, yet, with relentless pressure people feel happy to be sold to, at the Tupperware party, by their friend, who not so coincidentally makes a cut from each piece sold. So, what in the Sam Hell does it have to do with Movies? Oh jeez, Oh jeez, I have no clue…
Movie parties, dumb ass.
How many people do you see go to movie theaters alone? I bet on average, only around 1-2% but I’m truly speaking out of my ass on that one. The key is getting SOMEONE to the movie theater, not everyone. So here’s the plan, Stan, and Mark Cuban.
Get a scheme where someone actually profits from bringing their friends to the movies, and here’s the almighty catch/non-catch: DON’T MAKE IT SECRET!
If you want more info, you’re gonna have to e-mail me, nincompoop, and believe me, I got plenty more. My email address has been entered, it’s your call. But if you want a response, it’ll cost you $500. ~JM
Comment by John McCarthy -
Over 3 million people PLay Woirld of war craft, and 3 million More Play Ever quest 1 and 2. YOU also have game quite a few other games.
I would recomend you YOU advertise in a ONLINE game such as World of warcraft at the log in screen have a advertise of a movie. thats 3 million plus viewers that got it.
But if the problem isnt advertising and its simply getting People to GO to the movies. I would recommend a reward base system. Print the ticket from the Game advertisment get s slight discount or some other reward.
The problem is sheer lazyness and you have to motivate them through what there currently doing to want to get up get dressed and drive to the movie to see it.
Hand in ticket get a free coke or popcorn which costs the theater pennys yet would drive people in just becaus ethey believe they recieved somethign for free.
Comment by Frank -
Mark,
One idea I haven’t seen mentioned: what about a web-based pyramid marketing scheme? You sign up and the more people you get to sign up under you and that pay for a ticket, the cheaper your ticket is. Or instead of cheaper tickets, you could use free or discounted concessions as incentives. You could also do something like giving someone a free pass to one of your movies once they get 5 or 10 people to sign up under them.
Of course you’d have to build the system to keep track of everything but once you’ve done it, you could use it for all of your movies. I think it would be a fairly cheap way of generating publicity.
Greg
Comment by Greg Peters -
Do it the old fashioned way, mailing. You can get huge amounts of one page color copies for .01 each and come up with a movie goers mailing list. Mailing is also cheap, especially in huge quantities. And of course the people that would do the folding, stamping, & mailing. I used to do this in college part time. Pay them a reasonable amount for the work and there you have it. Keeping it simple I think is the best way and the most cost effective way.
Wanda
Comment by Wanda -
The Movie Business Challenge
The Idea
Advertising on the paper towels people use to dry there hands with in the bathroom. People can’t ignore it, they have to touch it. That’s the advantage; you have to touch it even if just for a second you will read it. The other advantage is that most will see it on the way out after they have just had a great experience at your theater and are thinking about coming back. It would also be relatively cheap and easy to implement.
At the start of the movie we just want the movie we paid for to start; yea we might laugh at some of the trailers but we aren’t thinking about the next movie yet were still waiting to watch the one we paid for. But on the way out of the theater most have to make a stop at the restroom and that’s were you get them to start making plans for the next movie.
We’ve become immune to all of the traditional ways to advertise a movie; it’s amazing what we can ignore on a TV or the edges of a web site. Can you name the last 3 movies advertised on yahoo.com? I can’t I didn’t go there to look for a movie and therefore I glanced over it. I can’t ignore something that’s in my hands.
Comment by Mark -
What does the existing sports bias we are all aware of have to do with movie marketing? The challenge of attracting movie patrons can be accomplished through capturing your client’s interests. ‘Hollywood’ has a near monopoly on the industry’s actors, studios, production, and distribution. What affiliations do they have? Why is what they are currently doing not working? Your challenge was to do something not already done. My concept goes one further: do what is not being done by doing the exact opposite of what they are doing. Just as with the political realm, the liberal base in Hollywood makes movies addressing subjects, both overtly and directly, to appeal to a base that consistently isn’t there. This is true of the entertainment industry in general. Case and point, the Dixie Chics or most notably analogous to the new media both sports and mainstream. Americans are well aware of the liberal news bias and…it’s polarizing! Look at the New York Times and similar outlets that are hemorrhaging clients at near exponential rates. Sure, the internet catalyzed those loses, but where did those former newspaper readers go? The Drudge and Fox. Hollywood is marketing a product to its clients that they largely don’t want, makes them feel uncomfortable, and they rebel against…and sure as heck arent going to bankroll through patronage. Syriana, Allkah and the Bee, Fahrenheit 9/11, The Day After, movies about capital punishment, anti-war, global warming, you name a liberal agenda item and I’ll name a movie addressing it. It is the root cause of the mediocre movies being produced that suffer from a forced core political message and residually garnished with surrounding ‘entertainment’. By socially networking and endearing the true measure of the client base, you will get Americans back in the theaters. The results are proven in the news media. Fox accomplished the same tactic and now garners a lion share of the news market. Granted, an extreme anti-position would also polarize a sizeable market segment, but just as with Fox, present a fair and balanced lineup, and the lack of bias attracts the alienated viewer even if it is not extreme. In order to capture this market segment, a production company or executive would seek these rare films or eliminate the overtly liberal, or the concept could be as dynamic as a studio and production unit that would generate such films. The market is there as evidence by the greatest market research study ever done: the elections and it’s a proven concept in the Fox and Drudge. The resultant market share is garnered by advertising your movie theater through social networking as ‘BS Free’ or simply by showing the movies they want to see. Fox and Drudge cornered the market by simply presenting the material that the clients wanted without any residual marketing, and the clients socially networked through each other to discover the products. If you build it, they WILL come.
Comment by Charles W. Little I -
I believe if you did the car wrap about the movies, you would get a lot of people watching the vehicles going down the road and would draw interest wanting to see the movie. Also, if you did table tents or tray liners at the McDonalds, Burger King, Chicken stores, and other family restaurants you would see a good amount of people having interest to see the movies.
I would gladly donate my car to be the first one to show your movie headlines.
Thanks for your time
Comment by Janelle Mason -
A Modest Proposal
Disclaimer: this composition does not contain any baby eating.
This is one of my plans and it may be incredibly wrong, but please continue your reading, you may enjoy it.
Post the plot and script online. But do not allow changes or people to post their opinions about which quotes they would like to see in the film. This idea is really quite different from Snakes on Planes-which, in my opinion, was a mediocre idea. Instead, let the masses decide which actors/actresses (actressors) play which roles. Naturally you have word to mouth that is created by simply giving people this power, but a couple things also happen. People have special bonds with their favorite actressors, just like they do with athletes and musicians. So I think they will want to get more involved, just so they can see their favorite actressors in the movie. Then you give the people that have chosen the eventual actressors free tickets to the movie, so there’s an incentive. The showing for these people will be two or three days before the movie comes out for the rest of us. This does three things: it creates an incentive, they become sneezers because the viewers know they had a hand in determining the film, and it creates more word to mouth.
Then you tell these lucky people to review the movie through a Myspace account affiliated with the movie and the actual movie site. This may have the added affect of better reviews since these people had a hand in the movie, which stared their favorite actressors, plus these opinions may be held in higher esteem than some review from the Louisiana Country Tribune (fictional). Could you completely loose all professional movie reviewers?
Part 2
For every person that gets the free showing, because they picked the right actressors, you send one free ticket to a random person. This random person will probably belong to the same demographic, however depending on the movie and the type of people that participate in entering their favorite actressors; you may miss an entire demographic. And the audience would be lopsided. So you may have to pick randomly from an entirely different demo- and yet one that can still relate to the movie. Having said that, this also creates intrigue with everyone else because they don’t know if they will be chosen randomly. Once these people are picked and they find out they have received a free showing, they talk and create more word to mouth.
With this you have a chance to create a Purple Cow. Here’s the thing though- how do you tell these people they have been chosen? That’s where the purple cow lies. I know for certain it can’t be related to or appear to be telemarketing or direct marketing. It has to be something special. It has to be something worth talking about. And quite honestly I don’t have that answer at this point. I know that these people will also have the chance to post their review online.
Part 3
This is on key with what Mark Cuban posted on his blog, but it is slightly different. Give the two sets of chosen people the chance to make money for getting their friends to go to a theatre and watch it. Only give them a dollar for each person. Then that second set of people, that are created through this incentive, give them 50 cents for each person they get to see the movie. I am missing one thing from everything listed above and this fixes that problem. What you have created is value, your choice of actressor is now worth something. This makes your decision even more important, now you have to pick very carefully and also discuss your options with others (more word to mouth).
Everything listed creates two things: People would really get into this and even create Myspace accounts entirely devoted to their choice of favorite actressors. Others would join those accounts and start talking to one another. Myspace is free.
Second: I left this for the finale. Throw everything together and you are essentially making a different movie through the choices of the masses-even though the plot stays the same. Say the majority of people pick comedians- Jim Carrey, Jack Black, or Will Farrell. The movie becomes a comedy. Or say they pick people like Tommy Lee Jones, Harrison Ford or Ewon McGregor. Christina Ricci, Kate Moss or LL Cool J? The possibilities are perfectly endless. The masses get to pick the actual Genre the movie turns into.
To Mark Cuban-
“Do what you must, do all you can, break all the fuckin’ rules and go to hell with superman and die like a champion. Yeah Hey!” And always, “Maintain Against the Grain”
To everyone else: below is my email address. If you feel the need you can email me.
jonrchamberlin@yahoo.com
Comment by Jon Chamberlin -
Here are a couple of ideas.
It won’t necessarily help theatrical sales but… increase your overall revenue making potential by exposing consumers to all films you are producing (or considering producing) earlier in the process. Maybe I’m too much of a fan of Sunday Morning Shootout, but there are some opportunities to make revenue from features that never have a theatrical or DVD release. Maybe invite some community involvement. I’d carefully study Green Light and try to understand where they failed in turning the community into program viewers.
I’m trying this idea out by being more open as I plan and execute on a photography project on the Good Latimer tunnel murals (before they’re destroyed later this year). It’s kinda like an open-source art project. Who knows what the final product will be? Gallery exhibit, website, book, etc.? The community that participates can help decide this. Maybe some scripts are not suited for a theater-only release and should have an accompanying webisode. It would be interesting to apply a mob decision making process to the film business.
Another idea to get more people into the theater involves Ice Rocket. I’m a frequent user of Google’s SMS service for movie listings. Build on Google’s idea and work with Ice Rocket to deliver more film information to phones (beyond just show times). Look into a partnership with DodgeBall (www.dodgeball.com) to improve the planning experience. I’ve been very involved with researching trip planning for Expedia and Hotels.com and I bet a group planning a movie outing can experience some of the same troubles.
People are drawn to stats for some reason so open up Landmark stats to Ice Rocket to deliver daily/weekly B.O. stats to movie goers. This could be a subscription SMS service (like Target’s weekly specials) so people can know what to see opening weekend… almost like a reminder.
I would recommemend more research in this area such as an ethnographic study (you’re probably already done this). One quirk of mine is that I’m always concerned about getting a ‘good’ seat in the theater. I would appreciate knowing how many seats are left before I purchase (either through SMS or at the purchase window). My whole decision to go to a movie can depend on if I get a good seat. This is why I try to avoid the Highland Park Regent. Again, it would be helpful to do more consumer research on the planning process (‘day in the life’ kind of stuff). What is the planning process like? What do movie consumers expect that they will gain from going to a movie? What are the opportunity costs of going to a movie?
Maybe there is a relationship between going to a movie and deciding where to eat (or even when – before or after the movie)? This might lead to a partnership with Chili’s or another chain. By making movie purchasing systems more open (with web services – very techie here), you could allow a Taco Diner server to add-on movie tickets to the Magnolia when you’re paying for your dinner. Makes it a little easier to avoid the ticket purchase line. I think you’d learn a lot about relationships like this with more consumer research.
Just a few ideas… I’ll think about some more.
-Matt
Comment by Matt Griffin -
Create a website or partner with an existing movie website where people can sign up and check off the types of movies that interest them. When that type of movie comes out, they receive a text/e-mail notification, or the actual movie trailer itself. The web sponsorship potential is also an upswing.
Comment by Angela Knowles -
This is a very brief summary of my background regarding Film / HD Production and Distribution, Telecommunications, and Mass Media Distribution. Cinema is my passion. Telecommunications and Distribution is my grand vision.
Since I saw my first theatrical movie (age four), The Terminator, I have been ALL about the “movie experience.” Since then, I have been a student of movie /story telling, always watching “behind-the-scenes” specials on television, and DVD’s. At the age of 16, I started working in films as an Extra. During the 1999 year, I got my first internship with One Horn Productions, working directly with Executive Producer Vic Feazell, and Producers/Directors Adam Warren and Chad Nell. It was during that internship when I learned about production and distribution. I’ll never forget how hard Adam and Chad worked throughout distribution. Just by having a small hand in the distribution process, had made me deeply question my aspirations of becoming a filmmaker. At nineteen, it was overwhelming to think that one day I might have to distribute my own projects. Then one day, I Man’d the fuck up and began learning about cinema and television distribution. As I was learning distribution, angles came to mind on how to make money…and lots of it. My ideas involved minimizing the cost of film processing, transferring, shipping, marketing, advertising, and exhibition. After my internship with One Horn ended, I began researching and formulating a “draft” business plan for Mass Media Distribution which lasted for about two and a half years. My plan incorporated Film, Television, the Web, Radio, and Magazines. Since then, I have down sized my plan specifically to the area of Cinema. After working on my plan, I interned with The Austin Film Society in 2001, and continued to work on films as an Extra and / or Stand-in, which allowed me to gain in-depth access to see how productions are run. In 2004 I went back to school to get my degree in Radio-Television-Film. I had an advertising class in which I held the positions of Co-Coordinator and Budget Chair for a program between the Austin Community College and the US Navy. Our objective was to bring awareness to fellow students about Navy programs geared for two-year degree students. We had a budget of 2,500. Our Estimated Value ended up being 7,500, plus 30 recruitments. According to the Navy, our campaign was a success. I’m graduating from North Texas University this August, of 2006. During my tenure at UNT, I got the position of Director in my Advanced Film class, and won a 3rd place award for one my short films. I am currently finishing my final school film project. My goal between now until I graduate is to 1) Complete my Mass Media Distribution plan, 2) Work on attaining funding for a five-picture deal for about 250,000, 3) Attain grants for needed production and studio equipment, and 4) To find a J-O-B. Just some extra info: I’ve always been ahead, whether its technology, fashion, Design, you name it…especially with creating ideas for art and business. I am a man of science, and I believe in God. My motivation is to think like Him. God is simple, and I strive to make life that way. Communications is a world power, and my goal is to get to the top to help encourage things for the better…especially the environment.
Tonight I researched about 2929 Prod. / Magnolia Dist. / HDNet, and I see that you (Mark) own the tools I would need to create the vision I have on Mass Distribution. If I had access to a setup like yours, I’d be a fucking media god. As far as cinema production and distribution goes, Mr. Wagner and I agree on many things about the big picture and how to approach the change needed for the future. As far as your concern is toward bringing the audience to see Magnolia distributed films, my solution is to BRING that same audience to your advertising. How?
Give me five minutes of your time so we can talk about it face-to-face. Trust me…I’ve been thinking and thinking of this for years. Contact me via e-mail.
Plus, I read many of the ideas fellow bloggers have posted, and you should consider most of what they have to say. Most of what was said is right-on, especially selecting the genre of film, talent, audience demographics, production budget / projections, exhibition, and consumer access to content. Realistically though, with respect to those who have this idea…the discounted ticket idea is just not feasible.
Comment by DMP -
Mark, here’s the key:
The movie industry, insanely, has forgotten a basic economic principle: supply generates its own demand.
The way I see it, it’s been at least twenty or more years since all the major studios lost their identity, their aim and their mettle to make valuable films in order to make “consumer-tailored” products. But more importantly, they forgot what they were in the first place: just a simple brand.
They thought individual movies (or in a best case scenario, franchises) work as brands, above their own importance as the producers of such products. And that’s when you lose your individuality.
Right now, the big guys will sell their mothers to get that 60 Mil profit, let alone some kind of creative integrity. What’s worse, the little-medium sized guys like yourself are just dying to fill their shoes and find that crazy Holy Grail you think exists.
It just doesn’t.
And it’s not like it’s so damn difficult to make a profit: look at Pixar! Even though they’re dealing with hellish production techniques (in the time they make 1 film you can make 5), they succeeded at creating a brand concept, along with a production culture, along with the necessary creative integrity to keep their heads high. At the same time, they have the necessary muscle to take advantage of Disney’s huge distribution infrastructure.
Now, if a pioneering 3-D animation studio that takes something like 3 years per film can achieve all that in the heart of the industry, how come no one else has followed their lead? Even when it’s so easy?
BRAND it, Mark: sell your production company like Nike would sell itself. Give it an identity, a seal. Pixar identified themselves with a crucial technical aspect of film, or in other words, a definite production technique: 3-D animation.
YOU HAVE SOMETHING YOU CAN USE IN THAT SAME WAY: HD!
Now, here’s the tricky part, the pioneering aspect you may like: it’s not like you’re suddenly going to finance 10 indie HD films that choose the digital because of costs. Going back to Pixar, you really have to develop a culture (or cult) of storytelling. And in your case, DIGITAL VIDEO storytelling. Just like Pixar developed theirs for their specific medium.
So, instead of ten, why not release 3 films per year? You can even use the same farming out technique Pixar uses: while one feature is hitting the theaters, the next one is in production, and the next one to that is in the development phase.
Who to hire? Bright people, Mark. You don’t even need a signature name. Just bright, tasteful film geeks with love for film, love for video, love for storytelling, and above all, avoid all the money-crazed L.A type desperate characters who just want to make the big splash.
Hire video-friendly directors. Soderbergh is a great asset in this department. Why not reach your fellow Texan, Richard Linklater? Or Arthur Miller’s daughter? That’s the people who’ve started to explore the digital medium. Michael Mann did a great job with Collateral (although the script just crumbled in the end)
Now, onto the next part of the plan: if you can’t sell this concept of Hdfilms as a brand to a major studio for large scale distribution, you can start infiltrating the circuit with your own little movie theaters. Why? Because people have forgotten about how magical the movie theater experience is. The first thing that comes to mind for people nowadays is just how ridiculously expensive the whole thing has become.
And like cd’s, dvd’s, piracy just makes a whole lot of sense, since it’s evident that you’re being mugged.
So break the cycle and start your own chain. Not a 15-screen Multiplex in Minnesota, but a three screen-retro complex in New York, for example. A two-screener in San Fran. And so on and so forth. And make it REALLY retro: nothing but popcorn, just five minutes of coming attractions, sober decoration.
Actually, you can do this even if you do sell your brand to a major distributor.
The whole point is, make a brand, and create your demand. Make it a 10 year goal to get those 60 million people to see your movie, BECAUSE IT’S A MOVIE BEARING YOUR BRAND.
Comment by Juan José Vallejo -
TREAT EACH MOVIE AS A DIFFERENT PRODUCT.
For example: If I buy a chair (or any other product for that matter) there is a difference in the price between an oak tree chair and a plastic chair because the making cost of the chair and the labor that went into it is different.
If I go to a 300 million dollar film, say “Lord of the Rings”, it’s illogical that the ticket will cost the same as a low budget drama/comedy.
Lower budget should mean lower ticket price. If the making cost was 1 million dollars or less the ticket price should be 5$ instead of 10$. That way people will want to go to a 10$ show because they will understand that they are paying for a movie that alot of effort went into it, they’ll feel they pay for something better. And on the other side, lower budget films will be more profitable since people that don’t want to spend too much money (or can’t) will go see them.
Comment by Or Shkolnik -
I think you should take the nontraditional route and make a film about what really matters in life. Focus on true or relateable fiction stories, phenomena, and corageous people. For example, I have the much misunderstood sleeping disorder Narcolepsy with the full tetrad of symptoms and am unable to drive or work due to its severity. One of those, besides sleep attacks, is Cataplexy– the temporary partial to complete muscular tone loss and body collapse usually triggered by an extreme emotion (anger, laughter, embarrassment, etc)or for me, fighting off a strong sleep attack.
This condition would be most devestating to an star high school, college, or professional athlete, because hitting in young adulthood, the cataplexy especially makes it difficult to perform as an athlete. Just think of all the emotions you felt during the NBA Finals! First of all, many people love films about sports and when the underdog protagonist ultimately succeeds, despite adversity.
As for actual marketing, why not try the viral advertising approach, e.g.- ch. 21’s “What could it mean?” and the billboard letter from an angry wife confronting her cheating husband. Using this method, you will be able to entice audiences using the mystery of viral advertising. You will keep them guessing, what is this advertising?, what could it be?, etc. In terms of about how you could apply viral advertising to the ealier movie suggestion, you could capitalize on the athlete’s odd symptomologies: what could be wrong, like a Beautiful Mind did. I hope this can provide you with some insight and I wish you the best of luck! Go Mavericks!
Comment by Rachel Dawn Russell -
Mark, here’s the key:
The movie industry, insanely, has forgotten a basic economic principle: supply generates its own demand.
The way I see it, it’s been at least twenty or more years since all the major studios lost their identity, their aim and their mettle to make valuable films in order to make “consumer-tailored” products. But more importantly, they forgot what they were in the first place: just a simple brand.
They thought individual movies (or in a best case scenario, franchises) work as brands, above their own importance as the producers of such products. And that’s when you lose your individuality.
Right now, the big guys will sell their mothers to get that 60 Mil profit, let alone some kind of creative integrity. What’s worse, the little-medium sized guys like yourself are just dying to fill their shoes and find that crazy Holy Grail you think exists.
It just doesn’t.
And it’s not like it’s so damn difficult to make a profit: look at Pixar! Even though they’re dealing with hellish production techniques (in the time they make 1 film you can make 5), they succeeded at creating a brand concept, along with a production culture, along with the necessary creative integrity to keep their heads high. At the same time, they have the necessary muscle to take advantage of Disney’s huge distribution infrastructure.
Now, if a pioneering 3-D animation studio that takes something like 3 years per film can achieve all that in the heart of the industry, how come no one else has followed their lead? Even when it’s so easy?
BRAND it, Mark: sell your production company like Nike would sell itself. Give it an identity, a seal. Pixar identified themselves with a crucial technical aspect of film, or in other words, a definite production technique: 3-D animation.
YOU HAVE SOMETHING YOU CAN USE IN THAT SAME WAY: HD!
Now, here’s the tricky part, the pioneering aspect you may like: it’s not like you’re suddenly going to finance 10 indie HD films that choose the digital because of costs. Going back to Pixar, you really have to develop a culture (or cult) of storytelling. And in your case, DIGITAL VIDEO storytelling. Just like Pixar developed theirs for their specific medium.
So, instead of ten, why not release 3 films per year? You can even use the same farming out technique Pixar uses: while one feature is hitting the theaters, the next one is in production, and the next one to that is in the development phase.
Who to hire? Bright people, Mark. You don’t even need a signature name. Just bright, tasteful film geeks with love for film, love for video, love for storytelling, and above all, avoid all the money-crazed L.A type desperate characters who just want to make the big splash.
Hire video-friendly directors. Soderbergh is a great asset in this department. Why not reach your fellow Texan, Richard Linklater? Or Arthur Miller’s daughter? That’s the people who’ve started to explore the digital medium. Michael Mann did a great job with Collateral (although the script just crumbled in the end)
Now, onto the next part of the plan: if you can’t sell this concept of Hdfilms as a brand to a major studio for large scale distribution, you can start infiltrating the circuit with your own little movie theaters. Why? Because people have forgotten about how magical the movie theater experience is. The first thing that comes to mind for people nowadays is just how ridiculously expensive the whole thing has become.
And like cd’s, dvd’s, piracy just makes a whole lot of sense, since it’s evident that you’re being mugged.
So break the cycle and start your own chain. Not a 15-screen Multiplex in Minnesota, but a three screen-retro complex in New York, for example. A two-screener in San Fran. And so on and so forth. And make it REALLY retro: nothing but popcorn, just five minutes of coming attractions, sober decoration.
Actually, you can do this even if you do sell your brand to a major distributor.
The whole point is, make a brand, and create your demand. Make it a 10 year goal to get those 60 million people to see your movie, BECAUSE IT’S A MOVIE BEARING YOUR BRAND.
Comment by Juan José Vallejo -
Hi Mark,
I like your idea of linking a popular web site to Fandango or another ticket buying agency.
But instead of relying on fans to post on their myspace accounts (and having to set up accounting structures to deal with the new employees/contractors), use the banner ads/ad space on newspapers’ websites (NYT, LAT, SFGATE, etc.) as well as on popular gossip sites (popsugar, pinkisthenewblog, bestweekever, etc.) the week leading up to the opening. More people get their news and gossip online than anywhere else, and they check these sites religiously through out the day. Putting your ads there will guarantee they will be seen, and it will cost you less as online advertising is much cheaper than traditional print or television.
Here’s the twist: as most people are looking for a way to save a buck, advertise that by clicking on that banner ad and buying their ticket at the corresponding web site, they will save a buck off each ticket. More people will be motivated to see a good film in a movie theater knowing they are saving a buck per ticket than because their myspace friend is making money by recommending it to them.
In addition, set it up as a membership club so that for each ticket a person buys by clicking on your banner ads, not only do they get a buck off that ticket, but they will earn a point towards a future free ticket, with 10 points equaling a free ticket. That way you draw people in to try a new purchasing method with the initial savings, and you encourage them to keep looking for your banners on websites so they can continue to save money on movie tickets and earn points for free ones.
Set a time limit on the points, say that the points have to be within a twelve month time period and that way a movie goer will be tempted to see more shows than s/he would otherwise in a year in order to earn the free tickets. Also, since movie theaters are busiest on opening weekends and weekends in general, limit the discounts to the post-opening weekend quieter nights, Monday through Thursday, to increase traffic on nights that are pulling in less revenue.
Sound good?
C. L.
Comment by C. L. -
good movies sell themselves, no dicount program can help that
Comment by Dicer -
How about giving a free ticket- or substantial discount- to anyone bringing proof (a copy of the sent email and recipients and their ID) that they’ve copied, pasted and emailed 10-20 of their friends an ad or link regarding the current movie in question.
Hope that helps.
Tom
Comment by Tom Prejean -
A lot of people here are focused on how they don’t want to go to the movies because of the shitty kids, the price, the environment, etc… it seems to me that this is besides the point. You want to spend less money on marketing movies? You need to break out of the stale movie trailer formula. It really turns people off to go see a movie and see all the things that they’ve already freakin seen in the trailer!
The most memorable movie ad from my youth was a radio spot for the Adam Sandler movie Billy Madison. Instead of having a bunch of scenes from the movie cut together with an announcer proclaiming that it was a laugh riot, the spot instead consisted of Adam Sandler trying to brainwash people into going to see the movie: “Soda… Billy Madison. Popcorn… Billy Madison.” Twenty second *radio* spot. Very effective, because it showcased the star of the movie and the funny voices that he makes, and not the stupid plot of the stupid-but-funny movie.
Movie advertising is incredibly formulaic, unlike many other segments of advertising. You need to be looking for the equivalent of thosee Volkswagen ads where people are having innocent, amusing conversations and then suddenly get blindsided by another vehicle. Stop drilling the five funniest/most tense moments of your movie into people’s heads and start thinking about truly creative advertising to get people’s attention and get them to want to see your movie. With compelling advertising, you won’t have to saturate the airwaves with monotonous trailers. Quality over quantity. It might seem obvious, but why the f**k don’t i ever see movie ads that are outside the “in a world…”/”laugh riot” formula?
Comment by Nate Marini -
Show films like, “Four Eyed Monsters.” Advertise how you are doing something different, giving fantastic film makers their big break. You could even have clips or trailers from a few films like it and people could vote for which one makes it to theaters on line. That way people are actually picking what goes into theaters. I think people would like that.
Films like “Four Eyed Monsters” are so great because it’s about the art and not another hollywood formula. I think people are starving for new things. Deep things. Things that move and inspire them.
One of the cool things about “Four Eyed Monsters” is that they also have a documentary about making the film that is personal and compelling.
I know that “Four Eyed Monsters” has a pretty big following and would bet that the seats would be filled.
http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendID=26086889
Comment by emily -
What can I say? I like to help people. So, job, or no job, please read this . . .
Alfred Hitchcock once said there is a certain kind of Freemasonry involved with film distribution, that even he didn’t understand. However, Film Promotion is easy! Bums In Seats! And the best way to get them there? Word Of Mouth. And the best way to spread the Word? Someone who has seen it and thinks it’s Good. This may sound a little too simplistic, but stick with me on this.
The best movie I saw last year was Kamikaze Girls. You probably never heard of it, unless your way hipper than I give you credit for. It wasn’t even in Wide-Release here. It was released on DVD early this year. And it played on some Festival Circuits last Summer. But that’s not when I saw it. I saw it months earlier on a Fan Sub VCD.
A guy on a Yahoo Group was raving about it, so I asked where I could see it. He told me it wasn’t available yet, but I tracked a DVD down on a Hong Kong website and ordered it. Only problem was the subtitles were in Chinese, and my Japanese sucks, so I couldn’t understand it. I contacted the guy, and asked how he saw it and he sent a copy of the Fan Sub. The only problem now was it would only play on a VLC Media Player.
The VLC Media Player is a bit clunkier than a WMP or a DivX, or even Real Player. In fact the first time I watched it I couldn’t get the subtitles on the screen. So I had to open them in a separate window and scroll them down as I watched the movie. A truly horrible way to watch a film. But it was SOOO Worth It! As I said it was the Best Movie I’d seen all year! And when the DVD finally did come out I showed to everyone who would watch it and they loved it too. The point being I would go through all this Crap to watch a Really Good Movie if I had heard it was Really GOOD!
So . . . How to get the word out cost effectively? You don’t even have to mail out DVD Trailers. Though that would be cheaper than what you’re talking about. Hear it is.
You live in the Information Era. Getting the word out is easier than ever! Sure, they could download the movie and watch at home — but movies are a shared experience! You want to enjoy them with people! And if you’re going to put up with all that goes with that it had better be Worth it! Obviously You think it’s worth it. How are you going to convince others? Put a downloadable trailer on where people can get at it. Stupid Videos had that Romanian “Numa Numa” Song famous all over the World. Why? Because it was a good song? No. It was, but that’s not why. Because watching that Goofy Guy lip sync it was worth the trouble of watching it. Let me sum up.
A. Have a Movie worth going out to see.
B. Have a Great Trailer that Shows it Really IS a Great Movie.
C. Make it available for people to see it.
Here’s your Homework Assignment . . . Remember!
Robert Rodriguez made El Mariachi for next to nothing. Tobe Hooper and Kim Henkel made Texas Chainsaw Massacre for next to nothing. George Miller and Byron Kennedy made Mad Max for next to nothing. These are The Most Profitable Movies Of All Time — They are also pretty good movies. But even The Blair Witch Project made a pile of money and it sucked.
Film Marketing 101. It’s not rocket science. Value For Money — it’s something Hollywood forgot long ago. That’s why the best movie I saw last year was from Tokyo. But the reason I watched it on my computer in a little window — while scrolling the subtitles by hand in another little window — was because It Was Worth It! It was Worth even the money I blew on a copy from Hong Kong with subtitles in Chinese! If your movie isn’t Really Good, you could spend your entire fortune Paying people to go see it. If it IS Good THAT is All people Need to know. They’ll tell two friends, and they’ll tell two friends, and so on, and so on . . . You won’t be able to take their money fast enough! Actually this little contest is probably enough to get the word out. I hope your movie is Worth seeing. But if not . . . Believe me, I’ll get word of it.
Good Luck,
T
Comment by T Forrest Bardford -
I love good movies but dislike the movie theater environment: cold and dirty! I don’t like standing in line and then having to stand waiting in line to get my goodies with a husband and 5 children!! It was never affordable for us as a family to go to the movies at $8 per person, then $7 for 10 cents worth of popcorn, a few more bucks for a few cents worth of soda and the price of candy is up there too! Why not install those machines that take your money and allow you entry which eliminates employees and once you’ve purchased your ‘ticket’ and entered you pick up from an ‘automat’ your goodies which are included in the price of the ticket!! Eliminate employees and their B.S. which increases your revenues, having less crap to deal with. Then tell “Hollywood” to set realistic ‘salaries’ for actors/actresses who are not worth what they are being paid to ‘act’! Mark you ARE worth it! I’d enjoy working for you because you ARE real! I speak ‘two’languages: English and Foul! Hire me, I take care of serious kneads and I am the Wildflower
Comment by Wildflower -
The solution is both simple and complex.
The movie experience has to be something worth going to. The value of the experience has to be perceived as being worth the money paid by the moviegoer.
My solution is to move away from the megaplex model, and develop a micro-theater business model (10-40/seats maximum per theater, 5-10 theaters per site). Preferably in a neighborhood setting. Each theater offering cutting edge technology, which would draw in those individuals with the home theaters (interested in the social aspects) and those without good home theaters (cannot get the experience at home).
The theaters can be marketed in several ways. Social gathering of friends to see a movie, kids hanging out on the weekend, etc… The movie can be selected by a host, or by the theater owner off of a digital downloadable projector.
The cost for consumer to go to the theater will vary depending on supply and demand. Low demand day/time, low price. High demand day/time, higher prices. Theaters can be blocked out, and resold to friends, family, etc…Make the host the marketing proxy (fill the theater or it costs more). Allow the consumer to customize the experience to fit their needs, and to share the experience with similiar individuals (be they friends, family, or people they met on the internet…)
Additional opportunities would exist for playing sporting event, concerts, business meetings, and such in a smaller venue. Theater rental rates again being determined by supply and demand.
Many of the ideas mentioned, of make a better movie, is really off-the-mark. Hollywood dictates a lot of crap we have to see. Putting the movie-watching experience back into the hands of the “little people” will play a bigger role in studios deciding what they will bankroll. Hollywood would put more money into producing better entertainment, if the moviegoers had the remote (ie. ability to switch a digitally downloaded movie that really sucks. Or word would get out quicker, and no one would download it).
I believe the opportunity to really change the entertainment (especially movie) experience lies in creating a smaller, more customizable experience. Tapping technology at several price-points, making the movie experience something worth going to again.
Who would complain? The theater owners can sell catered food and beverages to maximize profits, and maybe sell popcorn for the 50 cents its worth. Consumers get the experience they want. Movie studios still control the downloadable images projected at the theaters. They just don’t get to force bad movies down the consumers throat. I think its a win-win-win proposal.
Just a few of my thoughts! I believe this type of business model offers a lot of flexibility to grow, and would be worthy of further consideration if you really want to make the movie experience worthwhile again.
Comment by Mark M -
I didn’t know there were so many marketing geniuses out there. Look people know when good movies are coming out. Some times it’s a beating going out to the movies. The solution may lie in the problem. Are people not going out because it’s a rip off; not a good time? Down-loadable “in theatre movies is the next phase, plain and simple. Most graphics cards are equipped with audio and S-Video outlets that are compatible with televisions. The next step is obviously HD compatibly. Which leads me to my point. Home viewing of movies. AMC, UA, SONY, etc. online, in the comfort of your home. Or you could of just bought The Ticket and advertised.
Comment by Ben Robinson -
Man Mark this is a good thing I got some pretty cool ideas ill shoot them to ya.
Pikahsso
Comment by Pikahsso -
Mark the answer is simple just start movie trailers.com. where u sign up for daily movie streams that u recieve though email. Everbody now days has hi speed so the trailers would be fresh and
awesome. I get so tired of junk email that this would be cool and would make me want to run out to the movies!
Comment by Todd Mosher -
i believe what u have to do is change the location of your marketing. i’ve noticed banners hanging in the local malls , thats cool. how about putting banners in middle and high schools, with the cost of the advertising going to fund the school district. not only do u get your films get exposure to the audience most likely to watch the movie on opening night, but also the schools benefit. also at recreation centers. in department store dressing rooms. how about 1 free song on i-tunes when u buy tickets to a movie. what about a podcast preview . partnering up with apple to promote both i-tunes and the newest film seems profitable to both companies . how about partnering up with grocery stores , buy over 100 dollars in groceries and recieve 2 free tickets to a movie. every driving adult has to stop to pump gas , advertise at gas stations. i have many more ideas , please feel free to contact me if interested.
Comment by Pablo Ramirez -
This isn’t exactly earth-shattering, and hardly worthy of a job offer – but I just thought I’d throw out:
Since you are both a movie “maker” and movie theater owner…
1) Make only great movies
2) Show your movies at your movie theater for below usual rates
This has the effect of
1) Making your movies an in-demand product just by the fact that you “made” them
2) Giving your theater chain the bulk of the money (tickets/concessions/etc) that comes in for your own movies (vs other theaters showing the same movies)
I don’t know if there are any anti-trust issues involved with doing the above.
But what the hell do I know? I’m a software engineer, not a lawyer.
Go Mavs!
Comment by Richard -
Donate computers to schools and universities. The computers would provide a much needed resource to students. The computers could market movies as well as many other products and services directly to the highly-desired moviegoer demographic of 13-24 yr olds.
In addition to providing visibility for the movie you’re marketing, you could charge other businesses for advertising.
As part of this, the computer learning experience in the schools could integrate characters from the films when learning software such as Powerpoint. This will help entertain while educating. As a step-parent of a nine year old, I find it much easier to teach my stepson when he’s interested in the material. It’s pretty evident that this is walking a fine line and can be viewed as somewhat questionable. However, I think that some schools have computer teachers that lack the skills to keep up with the ever-changing pace of software and computers. Positioned correctly, I believe it’s a win / win for the school and business.
The software provided with the donated computers should provide tools that drive the learning experience, educate and entertain the students and market movies.
Comment by Mark Sells -
Look I don’t want a job, I’m obviously to young to get one. And my ideas are not mind blowingly amazing I’m sure. But from my experience as a movie goer I thought I had a right to say em, and maybe just maybe…some one will listen. You wanna make more money?
1. Charge less at the box office. And I know I’m not the only one to say this but….I felt it was worth repeating. Because of the simple fact that it is true. I used to go see alot more movies when they were cheaper….but now it costs like 15 bucks a pop just to see a movie with an ending so predictable I could have waited till it came out on DVD and got it off Netflix.
Just look at Walmart, the monster store that is causing pretty much all Mom and Pop stores to close down….why you ask? Because they charge less(much less…and they’re making billions off of it). People will buy more if you charge less…therefore in the end you make more. No theater should only be half full at any point during the release of the film in question.
Some films are so good I want to see them more then once in the theater. But I can’t because I don’t have the money. The world is not full of rich people….the majority is poor. Therefore majority rules. And poor people(such as myself) will do anything to escape their existence…if only for an hour or two. The film industry has been making money off of this fact for years. But now, with prices so high at the theaters, we’re not able to afford going at all. It’s outrageous.
2. Invest more in making movies worth seeing. The American public is not stupid, we’re tired of of predictable endings, blood and gore so insanely disgusting we feel like vomiting in our chairs, and actors saying the same lines in the same movies over and over again. Have some imagination people! You don’t need to spend insane amounts of money to amuse us okay? Just write a script worth reading. Hire actors who don’t just play themselves over and over again in every movie….it may have worked for them in the past, but that time has ended. We need new blood. People who can convince you they aren’t just Tom Cruise in another action movie…playing Tom Cruise. Who are so good at what they do, they take you to another world that is not your own. Help you escape. Which is the key word here. Escape. That is all we want.
3. We don’t need 500 cars blowing up every two seconds, we don’t need directors on a mission making movies with an agenda*coughs*Brokeback Mountain*coughs*(which did horrible at the box office I might add), we don’t need the F word thrown in our faces every other line, we don’t need sex so graphic it earned itself an R rating. And don’t call me a prude here ok? The numbers speak for themselves. I’m just asking you to stop using old tactics and try out new ones for a while….see what happens. Sex doesn’t always sell….or maybe the public is just tired of it now. Maybe we actually want some entertainment, some depth to our movies. Not just some plot that’s been so overused that it’s got holes in it the size of the Grand Canyon.
4. Heck take a look at Pirates Of The Caribbean…it’s the highest grossing film right now. Why? Because….well you can take the whole dang family….and when you take the whole family…You buy MORE tickets. It’s also VERY good(I saw it). You know people were sitting on the stairs to the side of the seats it was so crowded? People actually paid your unbelievably high prices…even going as far as sitting on the stairway….just to see this movie! And this wasn’t even opening night! It was three days later and tickets were still sold out. Was it sex? Was it violence? Was it the F word? Was it some kind of voodoo magic that sold all those seats…? No.
You wanna know the second highest grossing film this week(which I’m sure you already know)? Monster House(haven’t seen it…I hear it’s good though)…and the third? Lady In The Water….which I have seen by the way…and I loved it.
If a script is good….if a plot is unpredictable…if you stop showing us all the good parts of the movie in the trailor(can’t emphasize that enough)….you might just make some money.
5. And if you take my advice about spending less on making the movie….you’ll have more left over for advertising. The only way people are going to see a movie is if you advertise it till we’re sick of hearing about it and decide “Fine I’ll see the dang movie!”
that much you already knew though.
6. And one last thing that may help….pay your actors less. If they wont work for less then the unbelievable amount that no one….acting in a movie….should ever make….then you’ll find NEW talent. New faces, that can actually act, and who are humble enough to take a pay cut . People are sick of the same old same old. Actors being recast over and over again just so you can make more money at the box office. And is it actually working for you? According to this blog it’s not…
There I’m done.
Comment by Amy -
One problem with going to the theater these days is the quality of the presentation.. At home my theater is so good that I only see the problems at the movie theater… poor focus, bad sounding speakers without good base response… If you can promise theaters that actually check these each time a movie is played, it would help. Maybe use DLP projection with better/easier focusing.. etc.
The other issue is the jerks that go to the movies these days.. talking loud, cell phones etc. Promote theater companies that actually boot these asses outa there and it may help..
Seems the real problem is that I can avoid all that crap with a great home theater.. They need to upgrade the quality and environment to get me into the theater with anything less that a huge blockbuster like Star Wars and such..
If this does not happen, theaters will go to the wayside.. it is the same price to own the dvd that take two to the movies with food. With HD DVD out now, that will seal the deal even more, it just looks too good at home..
Hope these comments were useful..
Comment by David -
most people usually read or watch critics before
they watch a movie.many a time i wonder if the critic watches the same movies that we do.the success of movies lies in the very people that watch them.why not let them watch the movie and then critic it.at least they won’t be paid for a living for their opinion.the Wine industry has discovered this secret.
Comment by chris m -
The best way to go about this is through the use of viral videos.
I know that this was briefly touched upon already, but by creating an internet trend you can generate as much free advertising as you want. There are specific websites and groups of people throughout the blogging industry that can make or break anything if they feel like it.
Now I’m not suggesting to buy them out, although it is definately a possibility, one could definately go to all the most famous bloggers and places where viral videos usually start and give them each 50,000 dollars to say they found this video and that its amazing (you would save millions in advertising even with the 50k per site bribe).
The vira video needs to be something that perhaps spoofs the actual content of the movie. The absolute perfect example of this is Snakes on a Plane. That movie has geenrated so much buzz that they had to scale back tremendously their actual advertising campaign because they didn’t want to oversaturate the market. Another example, albeit nonmovie is Carlton Draught beer, which had to do the same thing after they released a video mocking themselves as their commercial online, and then sent the link to many different blogging sites.
Basically in today’s technological age, internet memes spread infinitely faster then word of mouth or televesion advertising does, and its practically free.
Thanks for the job in advance
Comment by Scott -
There’s one sure fire way to get folks to the movies. Something that “waiting for the DVD” can’t necessarily give you. Promotional giveaways. Well defined items that are given out after the credits have rolled, one per movie goer, in exchange for your ticket stub, would create a much closer bond to the film and get people to the theaters.
Often I walk out of a film that I didn’t like looking down at my hand holding a ticket stub feeling robbed. If that ticket stub could be replaced with an item featured in the movie, maybe I wouldn’t feel like I was robbed. I’d have something in exchange for my $9.50. Perhaps the “golden key” that the bad guys were chasing after in the film. Perhaps for “The DaVinci code” it would be a model of that cylinder puzzle that held one of the secrets. Perhaps if the movie was “Matrix Revolutions” and the theater was handing out one of five collectible figures or one of three collectible books that features artwork from the movie, even if I hated Revolutions, I might go again to get the collectible item. Also, even if the film sucked, it seems like more of a fair exchange. I hated the movie, but I have something to show for it.
NOTE: The logistics of how this is done is very important. The items have to be such that people can’t request what they want. They get a white box with one of three items inside. (Follow me through this for a minute.)
Considering all of the ideas that I’ve read above involving remodelling of movie theaters, this is an idea that will cost less money, but it will be money well spent. Also, the key is that the item needs to be an official movie related item and the item has to be of a high quality. The cost of the item could be subsidized by Pepsi or Coke. Instead of just paying to have Superman drink a coke in the movie, subsidize the cost of the giveaway.
Long-term, I see movies deliberately planting items in the script as part of the plot. “In the next Indiana Jones movie, let’s have Indy search for a secret artifact and then give away the model as part of the promotion — IN THEATERS ONLY. This is a sure fire way that you’ll get something that bit torrent or peer-to-peer services can’t give you. People love tchotchkes. They go to trade shows and sit through presentations they don’t even like just to get the cool umbrella.
More about this idea can be found on my blog at
http://devron.wordpress.com/2006/07/26/mission-getting-people-back-to-the-theaters/
Comment by Devron -
Idea: Follow the minority community example: Develop a loyal following of consumers and your advertising costs diminish while increasing revenue. Examples: Spike Lee, John Singleton, Tyler Perry
Reason: No matter what these directors, actors, producers do the majority of their loyal following will go to the theatre to see the movies. ROI is maximized because word of mouth and their core followers are so strong. Movies may not go over the 100 million mark but you will get greater ROI.
Example: According to July 5, 2006…. Business week article by Ronald Grover (talking about Tyler Perry)
“…Perry has a 120% ROI, meaning that for every dollar Lionsgate Entertainment paid in marketing and production costs for his two films, Perry returned $2.20, or a $1.20 benefit to his backers. Not bad for a guy who only recently got his first break after writing plays and touring the country with a show aimed at African Americans….”
Drawback: Overseas will be a market that will be difficult to conquer. Inital focus on U.S. then overseas. Another quote from the article.
“…PERRY’S PAYOFF. Perry’s two films, aimed largely at the U.S. African American audience, didn’t play that well overseas. In the U.S., however, they were gold—with Diary of a Mad Black Woman grossing $50.4 million in the U.S. on a $5.5 million budget, and Madea’s Family Reunion grossing $63.2 million after costing $6 million to produce…”
Thought: His recent success depended solely on the fact that he spent the time to develop his audience and knew what product he wanted to produce. You build you core following and the ROI will come!! (kinda reminds me of church!)
Final thought: I saw both Tyler Perry films, my family saw both films and they even had the bootleg copy before it came to dvd only to buy it when it was released on dvd. I didn’t see, “Good night, and Good Luck” heard the reviews but didn’t go see. Why is that?
Comment by Spence -
Going to the movies can be so annoying. You have people yelling, fighting, talking on their cell phones, throwing food, etc. If movie showings which limited age groups were setup, people might go to the movies more. One theater might be 25 and older while another might be a 17 to 24. This could vary for different movie ratings and could change after the first week to allow all ages. This would get older people who actually want to watch the movie to go see it its first week out. Most “kids” who go see movies just want an excuse to go somewhere to party. I don’t blame them because that’s about the only thing you can do and not get in trouble these days.
Comment by Mike -
How about a preview free movie that starts on time. I hate going to movies because of sitting those 20 minutes of previews, and if you get there later to skip the previews you get a crappy seat. Id go if you could get rid of the previews…
Comment by Tommy O -
in new orleans (way pre-katrina) we used to have a movie theater called ‘movie pitchers’ the theater was a quasi indy movie house that had small screens small theaters but great big experience (they got killed by their landlord who sold the land underthem for a parking lot for a grocery store) the theaters all had tables and couches inaddition to regular seats… plus a full service bar that you could order pitchers of beer at for delivery to you at your seat during the show! they played a mix of new stuff and werids stuff… the owner once told me he wanted to play movies he wanted to see so he could enjoy the show (the place was almost setup like going out with you friends and seeing a good show at their place…
i figure the movie industry needs to create more niche markets like this (kind of a coffeeshop theater)… have more small theaters with a good expereince to go with your show… plus more adult-only theaters (the bar kept the annoyance of teens talking during the movie to a minimum cause parents don’t often bring their kids to a bar (even here)… plus the place had none movie entertainment as well (a local improv group preformed in one theater every week)
Comment by Mike Schleifstein -
In addition to Suggestion #480-
I had a street team years ago with the music promotions. One thing that I learned is that people LOVE street teams of low to non paid workers (college or high schoolers) who were enthusiastic about the music they promoted. This caught on quickly.
What about having more sophistocated, but just as eagerly enthusiastic short film productions 3-5 minutes before a film in say a 16 theatre arena. This would make 16 different independent film production companies promote their films to friends, family and strangers over the course of 2 weeks to get them to go see the films at the theatres. People naturally will pay the price of the regular ticket, the independent film production for the short will receive viewers and it will boost their credentials to have screened at the multiplex for two weeks with five thousand viewers or more. The theatres get a huge influx of viewers that may have not come out to enjoy the theatre experience otherwise.
This is a way to re-introduce the mulitplex and theatrical experience to those that are afraid to come out of the house. They’re among friends, family and community. What could be better?
I think that they should, also, have t-shirts, hats and posters that patrons could buy only at the theatres to help promote these films. Work the theatres like they do concerts and have a stand just inside the gate where they tear your ticket in half. If people love the film, they will purchase t-shirts, hats, ink pens, cups & keychains promoting that film as momentos.
Another idea is to have certain types of films have aromatherapy set ups to involve the crowd. Such as lavender for love scenes or pine for horror films in the country. This is similar to the show before the show during the Rocky Horror cult classics.
Ultimately, yeah, I know it’s all about the QUALITY OF THE FILM, word of mouth and a great time.
Comment by Ros Mickens -
I stopped reading after post 100 or so, so I might be stating the obvious.
I have a very nice home theater system. Just to name some items, Stewart 92″ 130 Studiotech screen, Lexicon MC8, Dwin TV3, and 7.1 surround via L7 with an SVS CS ultra subwoofer. This experience is 100x better than in most of the theaters I go to. Film is an antiquated medium for distribution. How many times do you go see a movie and you notice scratches or the audio drops out. Digital is the way to go. Digital is coming very close to even the best analog mediums. Now with HD in the home there is even less reason to go out.
Update your distribution to reduce costs: Go all digital, make a private intranet amoung your theaters to distribute the film. Upfront costs will be high, but like many business, write it off and it’ll pay off in a few years. This will enable you to show movies over and over again without any degredation in quality, increasing the experience, and reduce the TCO to you.
Bring that same distribution into the homes. Now that you have the infrastructure set up, I’d gladly put one of your boxes into my home to watch either a new movie or something recent on demand and either pay a subscription or per-movie basis for HD quality. This won’t be an everybody has it thing now but with more HD sets and HDCP compatible displays, copy protection shouldn’t be an issue.
You can’t deny the popularity of Netflix. People want to watch movies in their homes and alot of people spend alot of money buying home theaters.
I know this has been done before…but have a reservation system for first run movies. I’d love to pre-order good seats for a certain time if it were available. Offer them at a discount and run this reservation system for the first two weeks or so until the crowd dies down. Then you can sell the demographics and recommend or spam out other offers of like genre’s.
If you’re first to market with this in home distribution network, i’m sure many people will jump on it if it were reasonably priced.
I can even run this project for you. This combines my two passions, real time computer systems and home theaters/movies. Then you can extend this to music or whatever electronic delivery medium there is.
Comment by Sonny B. -
M,
I think the big way to do this would be involve the education system.
1) Make the movies an educational experience. Provide study guides for the teachers along with promo material. Give them enough passes so the kids in the class could see the movies for free and then do a report or discussion or something on them. You could also include promo material. Of course this would not work for all movies.
2) Give passes to schools to give to kids that deserve a reward for something.
3) Do school foundraisers the kids sell the tickets the school gets a kickback. I mean how many people wouldnt’t buy a ticket to help the education system in this country.
Higher Education
1) Same as above
2) Get street teams of students to promote the movies give them kickbacks for tickets they sell.
I think overall the fundraising thing and making movies more of an eductional experience are the biggest things. Also, the general population would get more repect for the movie industry was really helping the education system.
Other ideas, do advance sales of the DVD at the theatres with a big savings. So if people liked the movie they can buy it right after they see it.
Really market to women do more promos with Dept. stores and other places women shop.
Comment by Eric -
Maybe I have been thinking about this too much:
The theater business is centered around the release of the film. Change that.
The big event should happen, and the theater is a great place to be for it to happen.
This is where the work comes in:
Finding the event that applys to the groups that would come. Have you ever tried to go bowling? You can’t just show up, because it is league night and you can’t just mess that up.
Why should a couple go on a specific night? That is the real question that should be addressed.
Going with the bowling analogy (I am not a bowler) but you have a league, you go weekly, the best part is you go with a group. You know them, they know you it is a fun evening. When someone can’t make it, you have to find a replacement.
When they show up, they are part of a club, and get the alley with like-minded people. The annoying kids get a back alley, and the ‘rookies’ either get 2nd class citizenship, or go have to come back when it is thier time.
How do I get something worthwhile on my schedule? If I get tickets to a basketball game, I will show up. If I was able to go any night I wanted, I wouldn’t go because my dialy life takes up too much time to do anything not scheduled.
Now how do you create that event type atmosphere? This is where you have the ability to hit the different niche markets. Each market is marketed differently, and will attract different crowds. Different crowds have different needs (You know all that, and have the marking ability to hit those niches once you define your markets)
But the key is being different things at different times. Those scheduled events allow that, not movie releases.
Mike
Comment by Mike -
Instead of boring old trailers and making of, how about putting the first 10 minutes of your movie on the official website? Nothing says “I’m confident about my movie” like showing part of it for free. Or even better, a little 15 minute prequel film that gets you into the world of the film.
What about short films and cartoons? Back in the Golden Age, it was typical to go to the theater, see a short, a cartoon, and an episode of a serial before your flick. I know that could affect start times of the movie, but sometimes when I go to a Pixar flick, I enjoy the short more than the movie.
What about rereleases? Especially if the sequel is out. When my fiancee and I went to see Pirates, at least 15 people had a PSP or portable DVD player with the first pirates. So why not do a double-feature bill? The previous movie and the sequel for $15 a ticket. Plus, you’ve got people in the theater for a longer time to spend money on concessions.
My girlfriend and I often skip concessions, because we go to dinner first. But movie taverns are becoming much more popular. The Studio Movie Grill in Plano’s a great example of this concept done right, as is the movie tavern in Bedford. The theater definitely recoups their money on concessions, so why not negotiate a better rate for the studio at these locations?
Comment by TJ -
I would like to see Four Eyed Monsters in your theaters!
Comment by Kieran Thompson -
Its a 3 step rehab program for making & marketing a GOOD movie:
1. Before the movie comes out:
Get people involved early on – let us look under the hood w/blogs, webcams – real conversations with the people making the film. Its not a national secret, its a movie!
2. During the movie:
Real-time reviews (people don’t really turn off their phones, just the ringer)
Ringtone quotes – hear a good line? Download it via wifi right after the movie for FREE.
3. After the movie:
Share your review & ringtones w/others. If they go see it based on your review you get a reward/discount. Throw a podcast on the ‘review board’ for friends to hear, share your experience.
FINAL ANSWER
Get viewers involved early, make it more interactive and let us share that experience.
Comment by Miles Sims -
This idea is THE ONE:
People love seeing outtakes and behind the scenes footage of movies once they are released… how about a reality TV show that either is a “contest” or documentary about the entire production of a movie from top to bottom? You could have the TV audience vote on decisions, casting, story, etc. The best part is, you build an audience during the TV season, OTHER advertisers pay you to advertise on your show (during commercials) while you are inherently advertising your movie, and then you release the movie after the final episode while interest is peaked. This show could involve celebrities or “Joe Schmoe’s” to be in the movie. In the end you should MAKE MONEY on your advertising for the movie while driving more people into the theater. For added fun, you could add a big TWIST in the movie that nobody saw coming, just like you probably would want to do in the TV show. This idea is GOLD!
Comment by Ryan -
Three suggestions for promoting new movies to bolster sales of tickets:
1. Advertise on bodies. This would be most effective on bodies that frequent the beaches. Use neon paints for daytime advertising and glow-in-the-dark paints for ads after dark.
2. Project the name of the movie along with a short trailer over water. Have the name of the movie rise up out of the water, followed by the trailer. Not only will you increase interest in the film, you will likely convert a few religious fanatics to following your flick instead of the God of their choice.
3. Project the name/trailer into the nighttime sky from the top of the tallest buildings in major cities.
Comment by Mary Ann Phillips -
Three suggestions for promoting new movies to bolster sales of tickets:
1. Advertise on bodies. This would be most effective on bodies that frequent the beaches. Use neon paints for daytime advertising and glow-in-the-dark paints for ads after dark.
2. Project the name of the movie along with a short trailer over water. Have the name of the movie rise up out of the water, followed by the trailer. Not only will you increase interest in the film, you will likely convert a few religious fanatics to following your flick instead of the God of their choice.
3. Project the name/trailer into the nighttime sky from the top of the tallest buildings in major cities.
Comment by Mary Ann Phillips -
I agree with Kurt Mackey and Matthew Dinan. My wife and I don’t attend movies anymore–we’ve seen one movie at a theatre in the last year and a half; why bother when we’ve got Netflix and TiVo? But if we had something like a McMenamin’s, we might be more likely to go out with friends and make an evening event of it, with food and drink. But note that McMenamin’s goes further than just a theater that serves food and drink, it creates a larger venue to hang out in before and after a movie, with multiple bars, restaurants, live music venues, and even hotel rooms.
Comment by Jim Lippard -
The problem is not figuring out how to get people out of the house to see a film. In today’s feed-them-1400-calorie-burgers-until-they-die-of-heart-attacks lifestyle, we should be encouraging people to leave the house to exercise, not to sit on their asses for another two hours. Americans already do enough sitting on their asses in front of display devices.
The problem is the ACCESS to the film. Why should we expect – or encourage – people to physically leave the house to see a film? Just so a local theatre can make money on stale popcorn? The last thing a film lover wants to see is a long-awaited film amidst yacking kids chomping on licorice and kicking the seat. Enough of the “movie-theatre” already; we’re beyond that.
Why are Chautauquas extinct? Why is Vaudeville extinct? Why are radio dramas extinct? Why are drive-in theatres extinct? Why are CDs extinct? Why are drive-in restaurants extinct? Why are movie theatres going to be extinct? Because something better came along.
Again, the problem is not getting people to leave the house. The problem is the distribution method of the film. With cellphone ring tones pulling in billions, with little or no effort, there is no reason why films can’t do the same. All we have to do is provide the ACCESS. Why can’t I download a film to my iTunes library? Why can’t I download a film to my cellphone? Why can’t I buy a film on an SD card? Yeah, yeah, yeah, the resolution issue… With compression and storage advancements, that argument goes away.
Technology changes the way we consume communication and media. Technology affords us better options. Don’t fret that people won’t leave the house, embrace it. This is an opportunity create your own “movie theatre,” only portable.
Look at what http://www.live.com, iTunes, and cell phones are doing. THAT is ACCESS. THAT is DISTRIBUTION.
Comment by jleethompson -
Mark!!!! Ok hi.
your log is amazing. thanks for being to open and honest.
Please check out http://www.foureyedmonsters.com
Arin and Susan have created something unseen by the industry, and I think we all can learn something from what they have done. They currently have tens of thousands of zip codes gathers from all over the US and International from people who want to see the film.
I think it’s this kind of grass roots activities that will actually get people out to see the movies.
I met them at Sundance 2004. They have a great film that is worth seeing and promoting.
Check out what they have going on their site and on their myspace. http://www.myspace.com/foureyedmonsters.com
Comment by Mike Hedge -
I think a good idea would be to create your own chain of movie theaters. Cut out the middle man. Make it a fun place to go. Going to the movies used to be an experience… It’s lost it’s pizazz. Going to the new hottest movie is an inconvenience now. Create a theater that caters to all types of groups. Parents: create a daycare center for kids. You pay some local person 10 dollars an hour to babysit. You get parents into the movies and they will gladly pay the 10-12 dollars per ticket if they can go and see a movie with out having to pay some kid down the street 40 bucks for the night. Set up a “Fun center” for the daycare and kids will love for their parents to go to the movies because it means fun time for them too. Charge the parents 5 dollars per kid. Make money not only on the movie but the daycare as well. It means no movie with some “kid” crying his head off(which is a big reason why i hear people complain about going to the movies). Allow parents to have a date night meaning: Dinner and a movie all in the same place, and i’m not talking cheesy concession stand food. I’m talking pick one room in the theater and switch the movies once evey two weeks. In this room you can have every other row taken out with a table in between rows. Make it classy. Romantic. A place where new couples can talk and old couples can dine. Waiter etc… Allow parents to drop their kids off at the “complementary” Sitter if they are going to see this “date night” movie. Charge them the 10-12 a ticket. Plus they can buy and order a nice meal with their movie. Make it an experience for people. It’s like medieval times… The show really isn’t that good but people keep going back, because of the ambiance. They can get a show, food, and something for their kids. Teens: put in an arcade, and have a teen night. No alchol on the premises those nights (make it something parents will feel safe just dropping off their kids for a 5 or 6 hours.) You charge 25-30 bucks and on those promotional nights, The kids get to pick the movie they want to see and play unlimited video games. Higher spending clients: Have a section in the middle ropped off 20 dollars a ticket and you get a guaranteed seat in the middle of this movie. Don’t have to worry about the wait or crowd, come as you please; that seat is yours. Call it the BEST SEAT IN THE HOUSE… Average Joe: drop the ticket price 6-8 bucks. You make up the revenue in all of the other areas. Food sales, parents paying for convenience, daycare, gift cards. This world is made up of working class people and when we work we have enough stress. So something enjoyable (like going to the movies) shouldn’t be a stressful chore. Gift cards sales for this place would be crazy. Parents buying for kids. Mothers day, and fathers day presents. Do college nights once a month. You get the student discount and no one under 18 is allowed in the theater that night. They will play video games too and eat and drink and then watch a movie. If one thing is true everyone is a kid inside and you can appeal to that by allowing young adults to have some fun and be “kids” again. The approach to this should be creating an experience. Just like a Mavs game. People love to go to mavs game because of the experience, yes they are there to see a game (people are at the theater to see a movie) but they come back again and again for the experience. Senior Citizens: I find alot of sr. citizens avoid the movies all together because of the crowd etc… Have a Sr. Citizens night. No one under 60 gets into the theater. Make it an easy experience for them to enjoy. PT Barnum said, “there’s a customer born every minute.” That doesn’t mean forget about everyone else. I come from a very entrepreneurial family, so i understand hard work and i understand value and most people in this world are the same. They work hard and they make money to provide a better life for themselves and their families. So all i’m saying is give them a little more bang for their buck. Even if they walk out and say, “that movie sucked!!!” They will still think, “but that place was fun.”
Comment by Matt Jones -
I haven’t been to the theater in over a year. A new baby, high gas prices and bad movies are all a factor. I love movies too, I studied film and used to write reviews. My view on movies is the sames as season tickets for the Suns. We bought a plasma because that investment is the same price as season tickets. We can watch a beautiful picture but we don’t have to leave our house. We love Netflix and the DVR. Many families are using these technologies and spending their family recreation time on low cost, high reward activities. I think the solution is what Soderbergh (fav director) is doing. Simultaneous release. Release quality films this way. Most families I know, especially poorer ones- own at least one bootleg. To a large portion of the population, it’s not worth it to see expensive movies. Sex, libraries and parks are free.
Comment by Jearold Hersey -
Your comments: Blah, blah, blah… Let’s try some proven and innovative ideas:
– Make movies in 3-D
– Make movies electronically interactive in the movie theater (similar to how “Choose Your Own Adventure” books work); majority rules with the audience
– Have a portion of each ticket go to a particular charity
– How about some sort of ticket “pyramid scheme” offer (You get 4 people to go on another night, you get a refund of your ticket…)
– Make theaters with live “feedback simulators” similar to movie “rides” at theme parks
– Have direct educational tie-ins so classes from schools can attend; if schools / classes deem it appropriate to see, THEY will do a lot of advertising for you
Comment by Ryan -
Mark-
You have all the answers you need above – but the simple fact is- going to the movies will not survive- not with gas over $3 a gallon, not with high ticket prices compared to renting, not with VOD delivery, not with kids screaming in the theater and not with $6 popcorn. The question is how to market movies- which is the same problem as how to market TV shows in a VOD universe.
If you are serious about hiring someone to solve the problem- read our topic “thoughts on TV” http://www.thenextwave.biz/tnw/?cat=3.
There is a market to sell movies- the way they are sold today is not the way they will be sold in the future, but- they will also be made differently- by more people. The real revenue stream will be through a site like iTunes, or an Amazon.com type delivery tool- and to the content producer- no one else.
You can hire The Next Wave to solve your strategic thinking problems- and give you the answers you seek-
For $1000 we’ll take the 568 answers above and give you something worthwhile-
and btw – consider switching blog platforms to WordPress- or test your site with Firefox on a mac- it’s a little hinky.
Comment by David Esrati -
Write me and I’ll give you my number and we can chat.
DW
Comment by Dubya -
Hi Mark,
Here is my families problem with going to see a movie. It kinda sums up the inherent difficulties. We have three young children, ages 5.5, 4, and 2.5, so to go to a movie requires a lot of additional things.
For example, my wife and I went to see Pirates of the Carribbean on the opening weekend. It’s not really a movie for our kids, so we needed a sitter ($10/hour). And since we were already going out, we went out for dinner as well ($50 for a nice dinner for 2). Then we got the movie tickets ($20), and 2 cokes and a popcorn ($15). In the 5 hours we were out, we spent $135 to go see that movie. That’s a lot more than just the price of the tickets, and we only have memories of it – nothing physical is taken away.
Another movie as an example – We took the kids to see Cars as a family. This one was a bit less expensive, as we went to kid-friendly McDonalds for lunch ($25), then went to see the matinee ($40). We had cokes, popcorn and a bag of skittles ($18). So for this one, we spent $83 for the movie, and the kids at least got a ‘Cars’ toy from their happy meals.
Two movies seen, $218 spent. For a typical family, that about blows an entire months entertainment expense. The solution to the marketing needs of movie and theatres is in finding a way to reduce the total cost of the experience for a family. Can a theatre provide day care? It might not be as crazy as it sounds. Putting together a promotional package with a local restaurant for “dinner and a movie” with a discount to buy both as a package would also help. Heck, for the type of movies my family saw, why couldn’t tickets be sold at a discount at McDonalds as part of a meal purchase? Combining the two and offering a discount as part of the package would definitely help drive up sales for both the restaurant and the theatre.
The second way is to provide something of value that the customer comes away with when they leave the movie. Maybe that’s a movie poster, a lithograph, a figurine, a toy, but it needs to be something that they can’t buy elsewhere that they may find to be of value. If McDonalds can give my kids a toy as part of their $3 happy meal, then this should be do-able for a movie release with limited economic impact to the movie.
I liked your prior idea about giving movie-goers a copy of the DVD with their theatre experience. To me, that seems like a great idea – not only do you get to see the movie in the theatre, but you get to keep the movie and re-watch it at your leisure. For that type of package, most theatre goers would likely be willing to pay more than the usual price.
In either case, the promotion of the movie needs to describe these items as being part of the movie experience. If people don’t know about the tie-ins and the available deals, they won’t go for it. So the advertising of the movies need to change – slightly less detail on the contents of the film, and more info about the tie-in offers. The cost would be defrayed by the partners as it offers them advertising as well.
It’s about offering value to the consumer. When I can buy a new release DVD in 5 months for $15, it takes a lot to convince me to spend between $85 and $135 to go see the same movie in the theatre.
Comment by Jeff Milton -
I think that if you were to add some different types of movies you showed at your theaters once a week or once a month and maybe made a theme out of it you could really attract a good crowd of people. I recently saw Four Eyed Monsters and was really impressed with the style of this film. It is nice to wak into a theater and see something fresh. All movie houses should keep one screen reserved for something thats not crap!!!!
Comment by Dana Schulman -
Look at other media. Look what Oprah’s book club has done for sales of book’s she endorses. How about partnering with Oprah to form a movie club, or find another trusted celebrity to host similar show. You slip them exclusive clips in advance of release to tempt viewers. You have Oprah (or Oprah substitute) assign that movie as her choice for the month. On a follow-up show, say one week after opening, the movie is thoroughly dissected and discussed on her show by a panel of lucky viewers chosen either a) by lottery, or b) based on insight’s they submitted on a web submission form. It makes the people feel involved, they have a chance to appear on TV. She has a huge amount of sway, as evidencd by her book club. I think a similar idea could work incredibly for movies.
Comment by Scott -
Most of us don’t have a problem paying $12 bucks to see a movie. Especially with the lack of overall entertainment today coupled with the high cost of sporting events etc.
The real problem is the inconvenience / annoyance factor with seeing a movie today. Theatres could go along way by simply doing a few creative things to get us back to the theatre.
1. Designate a few theatres as adult only. And by adult I mean over the age of 25. If you have been to a movie recently this is self explanatory.
2. Sell movie subscription passes. I don’t want to have to wait in line! You can pay either a monthly or yearly subscription at varying levels / price points.
3. Sell beer / wine and food. Waiters and waitresses would be nice too.
4. Free valet parking.
These are just a few inexpensive things that could be done to improve the movie going ‘experience’ again.
Comment by Thomas -
Find a charity that will work with you. Offer them a payscale percentage of the profits and let them advertise the movie for you.
Good luck!
Comment by Shann -
Mark,there are so many posts,it hard to open this page and seems should be display in more pages.
Comment by green tea fan -
It’s been a few hours and I’ve more and better ideas.
Dad once said that a product needs one, and only one thing — Advantage. Your films don’t exist in a vacuum. You’re not competing with Shakespeare. You’re selling something BETTER or something DIFFERENT than what the other guy’s selling.
Sorry to tell you your business, but it’s going somewhere. I promise.
The above assumes the viewer in question is looking to spend his Big Date, his Friday night, the sweat off his very brow on a movie to begin with. Laptops, home theatres, and recreating the movie-date aside, it’s a safe assumption.
Now, most of your responses so far, including a large portion of my earlier post, suggest you improve the movies and/or the theatre or offer marginal savings on something someone doesn’t need and won’t be bothered to get off his ass for in the first place. These suggestions would be what you termed “incremental,” mostly useless, and entirely unoriginal.
While removing the ads, most of the trailers, and euthanizing teens would all be fine and dandy — what’s needed is to make the movie MORE THAN A MOVIE. Something TOTALLY DIFFERENT.
(It’s not needed so much as it will make whoever realizes it a lot of money)
We know where we are, now know where we’re going, and can finally choose our route.
Offend and affirm? (Passion of The Christ, Da Vinci Code, Syriana, anything by M. Moore)
Sure. But it’s still JUST A MOVIE.
Innovative, thought provoking plot, ideas and message? (Run, Lola, Run; Matrix [?]; A Scanner Darkly)
Sure. Whilst a very good movie, it’s still JUST A MOVIE.
Moving seats and 3D glasses? (museum IMAX, 3-8 crowd)
And put every seat in every theatre on pistons and half the lawyers in America on retainer?
!!!!! What I propose, among other things, is to look to Fascism, “stars,” cults and movies with a so-called “cult” following.
Triumph of The Will, “Bradjelina,” Aum Shinrikyo, Rocky Horror Picture Show.
Say, a series of 1h-ish productions following a narrative and released at an interval of 3 a year. Big Brother meets Brad Pitt. Total ideology. Voids filled.
Give the people that need it a world were they make the rules, where their life is their own — a la Star Wars.
Seeing what sticks and happy to (try and) be of service.
Comment by William Patrick Hill-Dixon -
Gift cards. Positive cash flow of days, weeks, months! Stats show 10% of the things aren’t even redeemed! Do the math. Pay a commission on gift card sales to theater employees or affiliate marketers. It’s a good generic gift for us lazy people who won’t take the time to buy a specific gift.
Gift card kiosks in the lobby, right outside the theater doors, in local businesses. Gift card kiosk at Hallmark/CVS/where ever greeting cards are sold. Make their stop at the card store one stop shopping.
Gift cards would be excellent for the fundraising industry. Think of how many cards the little rugrats could sell knocking on doors. It’s a universal gift for everyone. Better than buying $1.00 giftwrap for $18 bucks.
Don’t hire me. Pay me a small commission on each card sold 😉
Comment by Steven -
Unfortunately Mark, it appears most contributors here have completely misunderstood your challenge. You’re looking for a better marketing model, while most solutions here have addressed the theatre experience, something you have little to no control over.
I’m e-mailing the solution to you in the next few minutes.
Best,
George
Comment by George Agora -
Unfortunately Mark, it appears most contributors here have completely misunderstood your challenge. You’re looking for a better marketing model, while most solutions here have addressed the theatre experience, something you have little to no control over.
I’m e-mailing the solution to you in the next few minutes.
Best,
George
Comment by George Agora -
Sorry-the multiple postings were an accident.
Comment by William Patrick Hill-Dixon -
I want to see movies that have soul. I want to see a movie that does not have a happy ending or an astronomical budget. I want to see something real. Something made by an artist, not a business man.
Comment by Thomas Wurst -
EARNED ADVERTISING.
Two options. 1) Pay exorbitant sums to have the same stale shit shilled and go head to head with the thousands of ads A DAY the average person is subjected to. 2) Prey on existing interest.
It’s telling you to go from A to B by going from A to B, so I’d better clarify.
There are three established ways of guarantying turnout. 1) Names. 2) Franchise. (People go to McDonalds for the same cheeseburger, the same experiance, every time. People also go to James Bonds for a consistent experiance.) 3) Attention, buzz. Of the three, buzz has the most room for innovation.
Mel Gibson’s P.O.T.C. was one of the most profitable films ever because he exploited an existing audience: Christian America. Rather than worry about making his film a “great film,” he made a film that sold itself by being interesting to its potential audience.
Goebbels, in his Propoganda Principles, said some useful things. Among them:
“c. [The Propogandist] must oversee other agencies’ activities which have propaganda consequences
“3. The propaganda consequences of an action must be considered in planning that action.
“4. Propaganda must affect the enemy’s policy and action.”
Viewing movies in a strictly commercial sense, MOVIES ARE PROPOGANDA. They exist to be 1) Sold. (#4) and 2) Elicit the desired emotive responses; thereby making them a better product, and thus, sell better. (also #4)
!!!!! To get people up, off their asses and to the theatre so they can spend $15 a person–you don’t necessarily need to make “great movies” (thought 2929’s got that covered) or “own the theatres/change the theatrical experiance” (Landmark)–you need to make Great Films that come with an audience sizable enough to help provoke the blockbuster effect, a positive-feedback loop.
To combat piracy, DVD’s, budget theatres and the rest–many movies, especially those garnering lots of media attention and/or relevant to recent events–could have a sense of immediacy. A social aspect whereby one is ill-informed and apathetic to have not seen it.
Some examples:
Rumsfeld, the C.I.A. and every idealogue and pundit has been moaning and bitching for ages over the loss of the “War of Ideas.” That there is a blank check to half of every American tax dollar in the form of D.O.D. contracts and “philanthropic” funding from God knows where.
Syriana (public policy message movie) meets Passion Of The Christ and is shockingly intense, overtly political, funded through a far-removed subsidiary.
Veterans movie showing the inhumanity of war, etc etc, mandatory doping (Benzedrine, etc), acceptable loss calculation, Gulf War Syndrome and all the rest.
PRODUCTION.
The problem then, is to merge the commercial and artistic elements to create a whole greater than the sum of its parts.
My mother has worked for unions most of my childhood and adolescence to date; and my step-father has only ever had union, startup, and temporary jobs (I repeat myself). Having the experiance I have, having seen the things I’ve seen, my first labor-related word of advice is to BUST THE SHIT OUT OF THE UNIONS. While the notion of collective bargaining is certainly noble, every union I’ve ever seen has been offensive to my Objectivist’s morality. For whatever reason, I doubt Hollywood or Toronto does much to tame the beast.
Sencondly, POOR PEOPLE ARE AGAINST TAXING THE RICH. The creatives preffer the one-off system, and not because it favors them. Poor people, your artiste, harbor the fantasy (deeply held conviction?) that they too will one day be rich. They won’t sign a five film contract for $1m a picture because they beleive, deep down, they’ll be making $20m a picture by the fourth. FORCE IT DOWN THEIR THROATS.
!!!!! Tame the market. Impose the order. Create a (creative, flavorful) consistency in quality. Create a wardrobing FACTORY, music FACTORY, digital editing FACTORY. Not a team, a commitee (distinction without difference), but a Machine. The Machine has got to bring the creative efforts of your creative geniuses toward a single, unified aim without stifling it or forcing conflict between them.
Just take a look at how the creative class organizes itself when it decides for itself. thousandmonkeys.com – google.com – Ideo. Give them a respectable, middle-class six-figure salary, a hip locale, perks, freedom, and each other and they’re sure to make music.
There. You’ve just killed the movie-making middle’s ambition AND maintained quality.
My father sent me the link this afternoon and told me to consider a “summer job.” If any of this is of any use to you I’d be happy to write more.
I’m 15, a homeschooled sophmore fluent in Mandarin, and living in Madison, Wisconsin.
Comment by William Patrick Hill-Dixon -
Mark,
You need to make going to the theater a new experience. People are bored with the conventional movie experience. I mean with HDTV sets and home theater sound people can recreate a high quality theater at home.
What you need are “ride movies” like they have in Las Vegas. The seats have hydraulic lifts and tilts timed with the action of the movie to make you feel as though you are flying through the movie and it really works.
I think they also use 3D glasses of some kind. The feeling is much more immersive than just watching a static screen.
I think this technology could be incorporated into normal movies, well at least action movies. This will make the movie more of an experience rather than just watching a big TV.
You could market the theater as an immersive experience you can’t get at home. Then people will have a legimate reason to go to the theater again. Of course good movies will help too.
Comment by Alan Hopkins -
EARNED ADVERTISING.
Two options. 1) Pay exorbitant sums to have the same stale shit shilled and go head to head with the thousands of ads A DAY the average person is subjected to. 2) Prey on existing interest.
It’s telling you to go from A to B by going from A to B, so I’d better clarify.
There are three established ways of guarantying turnout. 1) Names. 2) Franchise. (People go to McDonalds for the same cheeseburger, the same experiance, every time. People also go to James Bonds for a consistent experiance.) 3) Attention, buzz. Of the three, buzz has the most room for innovation.
Mel Gibson’s P.O.T.C. was one of the most profitable films ever because he exploited an existing audience: Christian America. Rather than worry about making his film a “great film,” he made a film that sold itself by being interesting to its potential audience.
Goebbels, in his Propoganda Principles, said some useful things. Among them:
“c. [The Propogandist] must oversee other agencies’ activities which have propaganda consequences
“3. The propaganda consequences of an action must be considered in planning that action.
“4. Propaganda must affect the enemy’s policy and action.”
Viewing movies in a strictly commercial sense, MOVIES ARE PROPOGANDA. They exist to be 1) Sold. (#4) and 2) Elicit the desired emotive responses; thereby making them a better product, and thus, sell better. (also #4)
!!!!! To get people up, off their asses and to the theatre so they can spend $15 a person–you don’t necessarily need to make “great movies” (thought 2929’s got that covered) or “own the theatres/change the theatrical experiance” (Landmark)–you need to make Great Films that come with an audience sizable enough to help provoke the blockbuster effect, a positive-feedback loop.
To combat piracy, DVD’s, budget theatres and the rest–many movies, especially those garnering lots of media attention and/or relevant to recent events–could have a sense of immediacy. A social aspect whereby one is ill-informed and apathetic to have not seen it.
Some examples:
Rumsfeld, the C.I.A. and every idealogue and pundit has been moaning and bitching for ages over the loss of the “War of Ideas.” That there is a blank check to half of every American tax dollar in the form of D.O.D. contracts and “philanthropic” funding from God knows where.
Syriana (public policy message movie) meets Passion Of The Christ and is shockingly intense, overtly political, funded through a far-removed subsidiary.
Veterans movie showing the inhumanity of war, etc etc, mandatory doping (Benzedrine, etc), acceptable loss calculation, Gulf War Syndrome and all the rest.
PRODUCTION.
The problem then, is to merge the commercial and artistic elements to create a whole greater than the sum of its parts.
My mother has worked for unions most of my childhood and adolescence to date; and my step-father has only ever had union, startup, and temporary jobs (I repeat myself). Having the experiance I have, having seen the things I’ve seen, my first labor-related word of advice is to BUST THE SHIT OUT OF THE UNIONS. While the notion of collective bargaining is certainly noble, every union I’ve ever seen has been offensive to my Objectivist’s morality. For whatever reason, I doubt Hollywood or Toronto does much to tame the beast.
Sencondly, POOR PEOPLE ARE AGAINST TAXING THE RICH. The creatives preffer the one-off system, and not because it favors them. Poor people, your artiste, harbor the fantasy (deeply held conviction?) that they too will one day be rich. They won’t sign a five film contract for $1m a picture because they beleive, deep down, they’ll be making $20m a picture by the fourth. FORCE IT DOWN THEIR THROATS.
!!!!! Tame the market. Impose the order. Create a (creative, flavorful) consistency in quality. Create a wardrobing FACTORY, music FACTORY, digital editing FACTORY. Not a team, a commitee (distinction without difference), but a Machine. The Machine has got to bring the creative efforts of your creative geniuses toward a single, unified aim without stifling it or forcing conflict between them.
Just take a look at how the creative class organizes itself when it decides for itself. thousandmonkeys.com – google.com – Ideo. Give them a respectable, middle-class six-figure salary, a hip locale, perks, freedom, and each other and they’re sure to make music.
There. You’ve just killed the movie-making middle’s ambition AND maintained quality.
My father sent me the link this afternoon and told me to consider a “summer job.” If any of this is of any use to you I’d be happy to write more.
I’m 15, a homeschooled sophmore fluent in Mandarin, and living in Madison, Wisconsin.
Comment by William Patrick Hill-Dixon -
I think you should play Four Eyed Monsters in your theater chain. I know so much money is made by only playing the blockbuster flicks, but I don’t think you would be harmed in the least if you started showing some love to the independant scene too. Independant films are much better in my opinion because they are incredibly low budget and are, by this, forced to be either really good, or really bad. I’ve been watching Four Eyed Monsters’ video podcast for nearly a year. I’m so excited about the release of the movie. I do not know if you even have theaters in the San Francisco Bay Area, but if you do, I would most certainly ensure to do my part to bring people to the screening. I mean, i’m down for these guys…they are an incredible source of real entertainment for me. I want to see them succeed. I want you to help them. Please?
Comment by Aharon Morris -
I have a simple and feasable idea for cutting down on advertising costs and getting more people to see movies that does not involve any scam sounding methods.
The idea is to make deals with different colleges around the country and get these colleges to put on a limited amount of free showings (maybe only one or two) of the movie before it comes out.
Colleges will love the idea. They are always trying to sponsor and promote cultural and fun activities, especially ones that do not involve drinking. Plus every college already has an auditorium or theatre that is already set up for this.
Once these college students see the movie, word will spread, not only around campuses, but all over the country.
Comment by Jeffrey Olson -
Some thoughts on this topic posted at http://www.ghazizadeh.org/shayan/2006/07/the-problem-marketing-only-post-production/.
Comment by Shayan -
Just make a sequel to Snakes On A Plane and all will be well with the world.
Comment by Skeptic -
Most comments are traditional marketing based schlepping traditional movies.
If you are hellbent on physical theaters then you need to look at leveraging your real estate. The majority of the day your theater is empty. Theater time is perishable. Like a restaurant that is only open 5-10pm. You have to jam alot of revenue in a short period of time. Focus on the free/found money renting out your theaters the rest of the day for business meetings. Have good projectors and video conferencing capabilities. Record the audio/video and powerpoints to a DVD and sell the DVD to the participants to take with them. This is especially for industry conferences where tons of info is disseminated and attendee burns out after 1/2 hour absorbing it. They can buy the DVD for later reference. Also, you are dealing w/ OPM. corporate money. Charging $25 for each DVD is worth it, not to mention the theatre rental fee. You can make alot of money catering food/drink as well. A corporate attendee will pay $4 for a starbucks, $15 for a drink, good sandwich, etc…
Specific marketing for specific dayparts. Mothers day out during the day for a movie maybe lunch, manicure, babysitting. Gotta keep it fairly simple to execute. Can’t be in too many businesses at once.
Why not open up kiosks or service opportunities to local vendors? Let them try concepts in your theater and pay you rent. Don’t think anyone in an ivory tower is going to come up w/ the grail. Open source.
Why just show movies? Most of hollyweird is crap.
Thousands of people pay 20-50 bucks for PPV sporting events. WWF, UFC, WBF, NASCAR Sunday Afternoons. Why not an NFL Sunday? Nobody has seen sports on a huge screen. Many would love a huge screen w/ killer sound for these events for the price of a theater ticket. 8 bucks is alot cheaper than 20-50 bucks. I doubt most people who buy PPV have more than a couple people over to split the cost anyway.
Live simulcast concerts. Many concerts are on weeknights. What a great way to fill up the week and crank up a killer surround sound theater w/ HD screen. Big bands like U2 only play the largest of venues….the sound sucks. I’d rather watch U2 in HD w/ killer sound engineered for a theater. Plus popular bands obviously miss thousands of cities on their tours that could be plugged in a Live Simulcast. Hardcore fans will also want to see every single concert if they could afford to travel. (Deadheads, Phish). Certain bands could fill a theater up for every concert of their tour as they have different song lists and covers each nite. Tie in band Merch in the lobby and sell the live DVD as they go out the door. (moving records/immediatek tie in)
Upgrade the food. Theater food is crap. Charge me a dollar extra and give me real butter dammit!!! How about real gourmet coffee and high end desserts? Movies are supposed to be a treat out of everyday life. Not an overpriced coke and snicker bar. Get some chefs in there doing appetizers/desserts/wine bar.
A theatre has to be much better atmosphere or significantly different than my home theater. A VIP section w/ recliners and advanced seating.
Comment by Steven -
1. Variable prices for showings like red-eye flights that get filled by cheapskates and insomniacs. Variate the price until it’s filled, yes that means $4.00 11pm Wednesday night showings
2. Buy Ticket online with those variable prices. You are in a showing that you waited in line for because you saw the expensive commercial, and your buddy shows up, skips the line and paid less than you for the SAME SEAT. You will shop Fandango and buy variable priced tickets.
Why would seat 3 at an afternoon show cost the same as the last seat? You can’t run variable pricing at the theater door, but the web makes it easy. Talk about your cheap dates.
How do they know they want to see it in the first place? You still have to spend the money, but now you have butts in the chair and the venue is selling popcorn, or coffee or whatever to a full(er) house.
-blue
Comment by blue herring -
Over here in Australia due to the ever increasing cos of petrol, large retailers are offering deals in which ‘spend $20 or more and receive a 4 cents per litre off your next fuel purchase at participating fuel stations’. Why not partner up with a chain of cinemas, a chain of grocery stores and our production house.
I would bet my years income that if you had a deal along these lines ‘Spend $30 at and receive $5 off your next movie purchase.’
No doubt you will get more and more people through the doors at the cinemas. These people will now be more likely to spend money at the cinema on lollies and all that kinda stuff.
Comment by Jonathon Bates -
There are way too many previous comments above for me to see if someone else got this exact same idea — but I would expand on the whole “28 days later” approach where they had the first X minutes online for you to watch. You still have to get someone to go to a site and watch it — instead, go the AOL approach and mail the first X minutes of the movie [up to some sort of cliffhanger] on dvd directly into people’s mailboxes at home.
Comment by Terri W. -
as the saying goes, you need to spend money to make money. As a former movie goer and intended target for your billion dollar question the answer is that theatres are working with a system that worked well for years but they failed to adapt with the technology trend of HD for starters. Why would I pay to go see a movie that looks like crap on the big screen cause the projectors in a majority of the theatres are sub par compaired to the experiance on any HD tv set
you can buy today. Invest for the future and you will be rewarded I feel if you still want to make money on a bigger scale you have to spend on just as big of scale and turn the theatre experiance into some thing more similair to the comfort of a home theatre experiance.
2nd, If you ask anyone their # one reason for hating the theatre experiance. 9 out of 10 will always say “annoying people”. Eliminate the annoyance. Alternate viewing schedules based on age groups. Let the high school kids watch the movies together while the regular adults can watch the movie in peace
and Finally economics, with the rasing cost of actor salaries, Studio budgets and marketing campaigns it all hits the consumer. Shit 5 bucks for a freaking pop corn for gawd sakes!! 5 Bucks for a Coke need a say more!!
I’ll stay home with my rented movie, and my microwave pop corn and can of coke and actually enjoy the movie.
If you want to get people back in the movie theatre its going to take alternative thinking and its not going to be a multi million dollar marketing campaign. It comes back to dollars and cents. Make the experiance easier on the consumer, more enjoyable and more impressive and you got yourself a winner!!
Maybe the idea of going to a theatre is something that is in the past. what studios need to accept is that people are done with that. It was good while it lasted but its 2006 people are selfish and want their own experiance. I think we are at a tech gap in what people want and what the studios will allow. In demand opening night Hd movies at home which wil eventually be a common thing are still just a dream. Millions of people are downloading illegal movies via the internet with crappy compression and are perfectly happy because its “on demand” to them.
So the answer is not always as easy as getting people in the theatre because in my opinion the theatre experiance has been done and it is now time for something new. Its up to the studio’s to recognize it and make it happen or they can sit back and watch the world move on. The record industry understood the want for digital downloads and made that happen.
Comment by sheldon -
The biggest issue I have is the actual theaters. Here in Brooklyn we only have a handfull to choose from. Every time you go there’s cell phones going off, people talking etc. People rather wait for the DVD to come out and watch it at home. For $10 a ticket it isn’t worth the annoyance of others. You could probably get people to a theater more if you sold the DVD of the movie the same week it comes out. Then if you buy the DVD you get a half price ticket to another movie.
Comment by Keith -
How about giving away free gifts? TV’s (plasmas), PC’s, playstation,furniture, a car…etc? Not to everyone but just do a random drawing for those who come to see the movie. When someone wins something they always tell their friends how they got it and people will go see movies more often to see the movie and hoping they have a chance to win that prize.
Comment by Rod -
Netflix meets Going to the Movies
A) Offer a subscription based service that allows a certain number of movie visits for a set monthly fee:
1 movie per month $6.50/month instead of $7.50 (at the movie theatre)
2 movies per month $13/month instead of $15
3 movies per month $19/month instead of $22.50
4 movies per month $ 25/month instead of $30
…
This makes movies cheaper (which they should be) and completely shifts the movie visitor’s mentality: Instead of thinking, we’ll have to go and spend so much money they will think, we already spend the money so we better go see something. This will lead to better attendance and as a result improved word of mouth marketing and probably an increase in concession sales. The solution is also movie independent and will have a positive effect on the non-high-profile movies as visitors will go see movies that they didn’t hear much about or are only mildly interested in just to make sure they use their subscription to the full extent.
B) Also offer 25-50% off concession purchases to customers and offer some kickbacks to the theaters for the discounts. This is a constant cause of irritation for visitors and would really ease up some minds …
C) Also offer a “speed pass” type of system where movie visitors, who are subscribers, can bypass long lines by swiping their card at a terminal or by some other similarly fast method …
D) Provide a central website where users can manage their subscription, make reservations to movies they want to see, rate movies and get recommendations by the automated systems and from their friends, read both professional and amateur reviews, watch trailers, obtain information about movies/actors … Something like Apple trailers meets IMBD meets Netflix meets Mark Cuban meets Myspace meets Yourspace meets Everybodies space.
Hollaback,
TK
Comment by Tayfun K. -
Why not offer a highly encrypted (for piracy’s sake) stream of the film, or portion of it for a limited time/audience on the net. Possibly a one-time only window only open for the duration of the film. A pre-survey would allow you to screen your demographics and also technological aspects so the film is seen in its most ideal setting for the web. It would be relatively cheap. You could also expand your pre-screening internationally to gauge how the film will play overseas. Too many preview screenings are done in large urban areas. Although there is a large sample size, the screenings are isolated to that particular coast (most notably LA). Other preview screenings are only reaching the more snobbish audience (film festivals and critics). It could even be offered in a contest format, or a preview screening where customers have to submit credit card info (allowing you to monitor potential piracy). I’m not a whiz technologically, but it seems that the internet would allow you to police this in some ways.
Comment by Chad Fraise -
You are thinking about the movie business from only one perspective (ie we need greater attendance so we can make a respectable profit). The equation is more complicated than that. How about we need to cut costs in the movie business inorder to make a decent profit?
Hollywood pays too much for its stars. HBO seems to have had some luck finding talent and not paying a premium. There must be other actors out there.
Make better movies. Most of what is produced for general consumption is aimed at high school and college aged folks. There are many more people out there than that; probably with more money. You are too focussed on one segment of the population.
Stop listening to hollywood people. Your list of advertisement venues is laughable.
The movie business as we know it is dying. Get comfortable with that reality, you need to give the people something they can’t get at home.
Stop thinking about movies and start thinking in terms of the movie complex & the big screen format. Think about what Survivor or that talent contest on Fox (I don’t watch much TV) did to network shows. Lower costs/larger audience/totally new idea. Maybe play something else on that big screen? I know up in New England people would definitely pay $15 for the opportunity to watch the Red Sox live with a 100 or so other fans in HD.
Put attractions at the movies. Don’t just have a movie about Nemo, have Nemo there for all of the kids to get pics and autographs.
I would guess that on average there is a 20% chance that if I go to the movies I will be annoyed by some idiot who has a different interpretation about what paying for a ticket entitles him to than I do. Get rid of that 20%. I pay gladly pay a $100 for a fun night out with my girl friend, the movie business could have that if they eliminated this issue. I go into a nice restaurant and I know they are going to manage things well enough to meet my expectations for the evening. Do you think the movie business thinks in those terms?
That is enough for now, I have a good job; interesting question though. I would be glad to talk further.
T
Comment by Tim o'Connor -
Selling a movie today is tough. There is a lot of competition, for my time, my money, and my attention.
Right now the actors are marketed and sometimes directors. Use the rest of your crew to market your film, and reach out to a wider demographic.
Have the writer go on smaller TV shows to promote the film. Have the special effects person talk about special effects on the Space channel. Have the fashion designer talk about the fashion of the film on Fashion Television. Have the stunt person talk about stunts on the Action channel. Have womem crew members go on the Diva channel. If there is a sports element, get the crew onto ESPN to talk about the film. Market them on TV and in magazines.
There are so many TV channels out there, start using them and have your crew members, reach a wider audience through these niche markets.
We are human. We don’t react to adds, we react to people. I’m more likely to see a movie if I saw someone attached to the film, cast or crew member, who said something that interested or resonated with me.
We are socially programmed. Adds are not so effective, because we’ve learned to tune them out.
Find a way to connect to us on a human and social level. We want to support people we like, so give us people to like, and we’ll go out and watch the movie. And, I don’t just mean movie stars. I mean the below the line talent. Film is a collaborative effort, it takes more than a movie star to make a film.
The star system works because we are attracted to the people they appear to be in public. We want to see the projects they are involved in. And this includes directors and producers. I’m not going to see Miami Vice because of the actors, but because of Michael Mann. Expand the star system to include the crew members, the below the line talent. Give us more people to connect to and root for.
I’m not fond of pop-up adds. They are a wee bit annoying. I don’t think they are an effective marketing tool. In the end, the reason I’ve gone to a movie is, word of mouth, an intriguing trailer (and for Pete’s sake stop giving me the best moments of the film in the trailer. Once that happens I see no reason to see the film). No pop-up add has ever motivated me to attend a movie.
Stop paying actors those absurdly high salaries. Get back into the business of movies, and keep the marketing department out of the filmmaking process. Only let the marketing team get involved after the film is finished. Why? Lots of films get ruined by the marketing team, trying to make the film appeal to a target demographic, and they ruin the story in the process.
The audience is smart. They’ve been burned in the past with marketing hype. They know to wait for word of mouth nowadays. Release good stories and people will go to the movie theatre.
Throw out coverage, and ask a very simple question of your readers. Would you pay $10 to see this movie in the theatre? If the answer is yes, move the script up the food chain. If the answer is no, toss the script out. That’s all you really need to know. The rest doesn’t really matter.
Employ readers that match the target demographic. Readers tend to be young, in their twenties, and they choose films people in their twenties want to watch.
And do me a favor, try not to ruin the movie that intersted the reader in the first place, by watering it down with a thousand rewrites by a bunch of different writers. Refer to the saying, to many cooks in the kitchen.
Who’s releasing films that attract the thirty something, forty something, and older generation. Start early, baby boomers have a disposable income and enjoy movies. Start making films that appeal to them and are targeted to the baby boomer generation.
Make more films, for less money. Instead of making one 50 million dollar film, make 10 films for 5 million dollars. Why? Because now you’ve got 10 chances to make back your money and not one.
And accept that the way people watch movies is changing. I can get a great theatre experience in the comfort and privacy of my home for a couple thousand dollars today. That person who mentioned selling the DVD for $40 on the day of release, or a week or two later, has a point.
Use your marketing dollars more effectively, and get your film out there. A lot of people wait for the DVD, simply because they don’t like theatres. And by the time the DVD is released they’ve forgotten about your marketing campaign. People who are going to see your film in the theatre are going to go. They want the big screen experience. But their are a bunch of people you are not going to get into the theatre no matter how much money you spend on marketing.
Okay, I think I’m done. Thanks for reading.
Comment by Dare -
We go to the movies for a million reasons, many mentioned in this blog so far but the common denominator I believe is the social, collective experience of going to a theatre. Its not really the money, or even the relative value compared to other options out there (concerts, lectures, sports etc.), because whether the demographic is adolescent or baby boomer, seeing the movie at the theatre puts us in a current social flow, for whatever that means to each of us.
Sooo.. enhance the theatre experience, brand the chain, make the experience as hip as possible and imagine the great movie as a value add rather than the leading edge. Make Landmark the Hard Rock of the movie business only market plan to multiple demographics simultaneously. Give people the option of garlic or basil butter on the popcorn or sell a premium reclining seat. People buy tickets to the better music festivals and subscription series arts events long before the talent is identified because of either a great past experience or because there is an urgency in the sell that caters to a select few and who doesnt want to be in that group?
Im about to launch a revolutionary media company that will take this premise to its max.. would love to discuss with you in further detail…
Comment by Michael -
my post on the subject…
http://heehawmarketing.typepad.com/hee_haw_marketing/2006/07/cuban_gets_heeh.html
Comment by Paul McEnany -
The biggest problem is too much money(distribution,production, etc.) chasing too few movie goers.
#1) target a diff demographic(multiple demos). target ppl who want to spend $4-6/movie($2-$3/hr). Get the damn price of watching a movie down. See below.
#2) continue to focus on specific genre’s/sub-genre’s that appeal to above demo (indie movies, etc.)
#3) break larger theatre rooms into multiple smaller theatre rooms to offset the lower demand/movie while maintaining same Sales/Ft.
#4) define WHY ppl want to watch movies in public vs. home, go back to #1 and repeat cycle.
Comment by Ace5264 -
Dear Mark,
I am thrilled that you are posting this challenge. I am just about to launch a site that will do exactly what you are looking to do, very simply. It uses the power of the internet and the power of the word of mouth.
Although I have an immense respect for you, I am not very much looking for a job but more for a partnership (and it does not have to be financial, but it can be). And as much as I can respect your word, you will forgive me if I do not mention the name of our website in this public forum.
I hope I have piqued your curiosity enough to have either you or your representative contact me. If my e-mail address does not show in this comment, please write a post that you want to contact Sophie and I will be there.
Thank you again for your inquiry and have a wonderful time with your family,
Sophie
Comment by Sophie Mihalko -
Mark,
I think star-power is too often used in a sanitized fashion, where the public really isn’t given an opportunity to interact with the actor/director and get a deeper understanding of their craft. Shows like “The View”, “Ellen”, for example, tend to scratch the surface during their interviews and do a poor job of marketing the movies and the stars. The general public no longer feels that they can relate to the stars of today and would relish an opportunity to get to know them. Sending bankable stars on a movie tour dedicated to the general public will humanize them by allowing their fans (both diehard and marginal) to interact with them on a more casual basis.
I liken this to when a renowned author goes out on a book tour and interacts with the general public by signing books, reading passages, discussing current events etc. For example, a local movie theatre in a major city could hold “Clooney” night during a major release of one of his new films. A typical night would look like this: he could introduce the film, talk about his experiences making it, perhaps even narrate certain portions of the movie (you could have a special “narrative” release for these types of an event), and finally at the end have a 20-30 minute q & a period.
This doesn’t necessarily need to be limited to new releases: imagine Oliver Stone introducing Platoon at the local theatre, talking about why he made the film, his experience making it, relating this film to current events, etc…
It is important to remember that these movie nights would be dedicated and marketed to the general public, with the media as a secondary target.
I truly believe that bringing the stars to the public and creating an environment of interaction and education, will sell some tickets- try it out.
Amr
Comment by Amr Abou-Guendia -
Trailers. If a movie trailer interests me, I go see it. Tried and true for a hundred years.
So I build a webpage for my downloadable and streaming trailers and market it to rival IMDB.com for viewership. (Unless, of course, you wanted to just buy IMDB.com) You know yourself that more people use the web to get their information about anything these days than any other source.
Market the website; as you said, you already know how. By promoting the website, you are constantly promoting all your movies, not just spending money on each individually. A couple of additional possibilities you haven’t mentioned, though.
1. Video games advertising.
2. Sports equipment, basketballs, volleyballs, etc. DONATED to schools, churches, local children’s charities or leagues with the site’s dotcom on them. Advertising at relatively little cost AND helping in the community.
Finally, as has already been said, nothing will help unless the product is worth it. So keep backing movies both high and low budget that are QUALITY FILMS. You know as well as anyone how important a good reputation can be.
Thanks for the opportunity to share my ideas. My best wishes for continued good fortune for you and your family.
Comment by Larry -
The idea of rewarding those who direct traffic through their MySpace accounts is a good start. However, you should combine this approach with one of the great money making engines of today — the lottery. Not a lottery for cash, though, just the possibility that by directing friends to movies you will win a one-year (or perhaps even 5-year) pass to see movies for free. Depending on the scale you could even throw in a lifetime movie pass once in a while. So long as each click through is another automatic entry there should be some traction.
Comment by Francis -
Maybe it’s not the concept of the movie that needs changing, but rather some more clever ways to tell a story that involve new technology?
I didn’t read all 1111 previous previous comments, but I did spot a few that hint at what I think needs to happen. The key element is that the movie theater must have is something the viewer can’t get at home besides the opportunity to satisfy the need for instant gratification that the marketing may have instilled in them.
3D is a cool idea, but the technology still sucks…I get a headache from watching it (with or without the 3D glasses!)
Full sensual immersion may offer a suite of opportunities, such as incorporating smell, touch/motion, and maybe even taste?
How about a 360 degree view (impacts set design, I know, but so what) so that you can look to your left, right, and behind you to see more angles, see what the actors (supposedly) see, etc.
How about creating a virtual set where the movie-goers suit up and can actually move around inside the set, walking around the inside of the auditorium, interacting with other movie-goers…sort of a custom built Second Life with an array of computer systems doing real-time graphics processing and feedback, built around a theme of couse, with virtual actors/characters that the movie-goers can interact with.
Of course, the directors would have to figure out how to leverage these new viewing opportunities into better ways to tell the story or convey the experience that they want, but it opens whole new avenues of ways to tell stories, and at the same time provides an “you can only do it in the theater” for a time until replicating the technology in the home is feasible.
I think you are right about theaters needing to reinvent themselves, and said as much in my own blog post http://blogs.globalcrossing.com/nabshow-2006-review earlier this year. If they don’t, their revenues will continue to erode until they can’t raise the price of popcorn and soda any more to compensate, and they will become extinct.
Comment by David Siegel -
i forgot to mention
6. make a 18+ or better 21+ theatre. adults only. no punk kids or crying babies.
7. on the flip side, add more cry baby matinees for responsible moms who want to see movies but can’t because of children in regular theatres or maybe at a small 6 screen theatre that caters towards babies and children that shows new kids movies.
Comment by Jose Castaneda -
1. as the first person said, don’t make crap. no one wants to see crap. a low budget great movie is has greater word of mouth than a horrible big budget film. look at Saw vs say The Island.
2. niche marketing. one thing there aren’t enough of is “independent movie theatres.” these are usually foreign/low budget films. in my city we have 3. but on the outskirts there are none. so people must travel up to an hour or more to see an independent movie. why are there none there? when i go to one of these places, they are usually packed. so why don’t independent theatres get more love?
3. conccession prices. theatres get their money from concessions, so this is explains why it’s a ripoff. if you’re gonna rip off people, make it looks less obvious or like you’re trying to help them. say it costs the company $1 for a medium drink, but you want to make a $2 profit, and $1 for a large popcorn but want to make a $3 profit on that. Charge the drinks and $4 and the popcorn at $6 but offer them as a combo for $10. you’re making the profit you want and if some idiot wants to buy any of them seperate you make even more. the customer will think you’re trying to reward them for buying more and will most likely do so. you can make all sorts of comboes, a family combo, a date combo, a single combo, etc.
4. in theatres, tighten crowd control and train ushers properly. people don’t want to go to a noisy, dirty theatre. if you have regulars, maybe give them some kind of device where they can call a manager/usher if there is a problem in the theatre, i.e. loud customers, screen/sound problems. now, you can’t give these to everybody since alot of people might abuse them. one way to monitor this is if you give them out, make them show 2 credit cards or something like that, if they can’t they don’t get one. this takes out all minors and people with bad credit which, let’s face it, are usually the ones acting like idiots in theatres anyways.
5. offer ticket discounts. student, child and senior citizen are obvious. but why not add group discounts? couple discounts? family discounts? again, follow the same procedures as #3.
if people leave THINKING you tried to help them and they ggot some type of discount, they felt appreciated and had a pleasant experience, chances are they’ll be back.
Comment by Jose Castaneda -
You stated that you follow all the “regular” channels of advertising for your films, so all these ideas of advertising on ATM’s, Coffee cups, etc is pointless and a waste of money. People who want to see a movie know what is playing.
So…what has driven me (as well as a large portion of the public) away from the theatre?
1. Ads before the movie even starts. I see commercials at home I didn’t pay $12 to see commercials for 10 mins before the movie starts.
2. The cost of snacks/drinks. Outrageous! I know theatres make their money here but the prices are so inflated it is ridiculous and this ticks people off.
3. Parking. Usually you have to pay for this and it is just an added expense to your night out.
Aside from the quality of the movie I feel that these 3 simple things would help get people to your theatres.
1. No commercials before a movie. Previews are fine people like those, but no commercials. Bring in a stand up comedian (or other entertainer) to entertain people before the movie. Ad a human element that will keep peoples interest, otherwise we just feel like cattle being bombarded by ads.
2. Lower the price of snacks/drinks a little. You don’t have to match 7/11 pricing but you could definitely bring it down a notch. This will please people and also deter them from sneaking in their snacks, because we won’t feel like we are getting ripped off.
3. If people want to drive then they are gonna pay for parking, so why not encourage people who don’t have a car? Discounts if you can show your bus/train ticket that got you to the theatre.
I’m gonna come up with some more, will be in touch.
Comment by Keith -
Forgive me for this if this has already been mentioned, but I haven’t read every comment before mine. Somewhere around comment #200, all the words started blurring together, so I’ll spare my eyesight and just say my piece.
I don’t go to the theater often, but I could be described as a movie dork. Maybe it’s the sticky floors, the annoying little kids, or the $8 Cokes, but the general theater experience sucks. An interesting side note about my trips to the theater in the past 5 years in Dallas is that over half of the movies I’ve gone to see have been at the Inwood Theater. Now, I’m not the arthouse movie type of guy, however, I do love the Midnight Movie on Friday and Saturday nights. I’d seen all these movies before, multiple times. I owned most of them on DVD. Yet I still went and coughed up $10 to see it on the big screen. And I wasn’t the only one, every movie I went to was a packed house. Granted, it was two shows on a Friday and Saturday night and that’s hardly enough to justify an entire theater’s existance.
So, what I propose is, instead of having a Cineplex 32 and running people through it like cattle, grazing on whatever crap Hollywood is currently churning out, and screwing them at the concession stand, why not have a theater for people who just like movies? It’d be like a film festival that never ends. Quentin Tarantino had plans not that long ago to buy a theater and restore it to a grindhouse theater like he used to go to when he was a kid, showing chop-sockey kung fu, spaghetti westerns, and blaxploitation movies. I haven’t heard anything else about it, and he may have scrapped it because he was busy or it wouldn’t make money, but if I lived in L.A. I would live in that theater. The idea could be taken even further: go beyond just a showing of a movie and turn it into a show in and of itself. Bring in the director, or one of the actors for a Q&A before the movie. Sure, you’re not going to get Stephen Spielberg and Tom Cruise, but this isn’t the place where you show their movies. This is the kind of theater where people throw hot dogs during the Rocky Horror Picture Show, and even during some other movies where you had never thought to throw hot dogs before. A Mavericks game isn’t just a bunch of guys playing basketball, it’s got cheerleaders, and Chinese acrobats, and a guy jumping off a trampoline to slam dunk the basketball, and a guy with an air cannon shooting t-shirts into the crowd. I don’t see why a theater should be any different.
Comment by Paco -
I think a huge reason why I skip out on movies in the theater is the experience. Imaging going to the theater and having to settle for a movie you didn’t really go to see, being to cold, or having to endure a crying baby. Why anyone takes a 4 year old to see hell boy is beyond me…
With the sophisticated home entertainment systems available now, movie theaters need to rework their feel as well the technology. A big stuffy auditorium with a giant white screen with the occassional rip or black streak feels a lot like a high school. No wonder we don’t go out in droves.
Smaller more comfortable rooms that allow the theaters to adjust to changing demand or customer needs would help the theaters as well as movie goers alike. Imagine that your local theater has 50 rooms each of which can hold about 10 people. Each is hooked up to a digital movie projector or device that can tell each room which movie to show. So if 20 rooms are showing Lord of the Rings, they can still all start at the same time and additional rooms could be added to adjust to unexpected demand or lack thereof. Not enough to fill 15 theaters? Convert those extra rooms to another movie for the night, or perhaps there is demand for 30 rooms convert more rooms and don’t lose customers or force them to get tickets to something else which may or may not pan out. We’ve all seen some other movie because of a lack of seats and gone home disappointed!
With smaller private rooms, families with kids or without can enjoy a cozy private experience without the frustration of worrying about a crying baby. The theater could designate a few rooms as kid friendly. This would allow mothers to enjoy the movie without having 20 eyes starring her down. This would allow more conscious mothers to attend movies who otherwise stay home for fear of disturbing everyone. These smaller rooms would also allow for each room to have separate temperatures. Often the big theater atmosphere has a concrete floor and blasts cold air to keep the large group comfortable, only you’re watching a movie that’s a bit older and there are only 8 other people in the theater… How nice would it be to step into the room with your friends and to be able to adjust the temperature to your comfort level?
Comment by Jeff Travis -
I don’t think that the solution is one answer, but rather a different methodology analysis on movie marketing that can be accomplished with a two step process of 1) more focused marketing which allows 2) more innovative marketing. Right now marketing dollars are used to caste a huge net which mildly enticed all segments of a population. Instead, you should lock in one segment and use the hype built by them to entice other segments. For example, if marketing for a specific film was targeted towards young males, you could show a half hour prologue or epilogue segment on Spike TV to give that demographic a vested interest in seeing what the hell happened before, or leading up to the story they just saw. This marketing could almost pay for itself with commercial time during the segment, and the up-front cost could be mitigated by offering Spike a small portion of later profits instead of cash. This “enticement” would not work with the existing “broad net” paradigm. You could not afford to purchase a primetime segment on NBC, and even if you did, it would not be focused enough to garner more than the mild interest you are already gathering. So in this example, focused marketing enabled more innovative marketing. Like I said before, there is no easy answer, just a radical change in methodology that may be long overdue.
(FYI, I also know how to reduce the costs of middle men in getting spec. scripts from writer to producer. Call me up if you’re serious, I have a finance and a law degree which doesn’t mean much other than I don’t sit on my ass all day.)
Comment by Arfeo -
You probably know this stuff already but today’s LA Times has an interesting survey of kids’ behaviour in and reaction towards cinema. It confirms your views on interaction and simultaneously repels me lol.
http://www.latimes.com/entertainment/news/la-et-pollmovies8aug08,1,7452019,full.story?coll=la-headlines-entnews
Comment by John Dodds -
3D
smell-o-vision
sense-around
something I don’t have better at home.
Comment by sew -
Thanks for the opportunity to offer my two cents on how to improve Landmark Theaters. I hope that these suggestions are worth at least that.
I have THREE suggestions for boosting the number of butts in chairs (BICs) at Landmark.
1. INCREASE THEATER UTILIZATION
There are several ways to leverage your existing 4k digital cinema projectors to boost BICs. These include:
* FOR FANS – Do sports broadcasts of important games during off-peak hours. Foreign specialty sports have high potential. For example, a theater in San Jose, CA, used to broadcast cricket matches from midnight to 8:00 am.
* FOR ADULTS – Broadcast music concerts. Show megachurch broadcasts on Sunday mornings.
* FOR KIDS – Saturday morning birthday parties with old, catalogue films. Offer babysitting one night per week.
* FOR SINGLES – Mid-week singles nights, with old catalogue films. Chatting encouraged.
* WHY WILL IT WORK? Limited additional cost. Not event-driven, so marketing costs are spread over a longer time-frame. Attract new or lapsed moviegoers. Potential to share marketing costs with partners (i.e. eHarmony).
2. EXPAND OVERSEAS
* Open a handful of theaters in Mumbai, India.
* WHY WILL IT WORK? Bollywood studios (in Mumbai) have much larger slates than studios in the US. Each movie is less of an event so marketing costs can be spread more evenly across the year. In India, setup costs are large, but ongoing expenses are tiny.
3. USE DATABASE MARKETING
* Buy user data from eBay or Amazon
* Hire a statistician or, even easier, hire a database marketing firm.
* Send targeted mailings (i.e. junkmail) to targeted homes near your theaters. Include a profitable level of incentives with each mailing.
* WHY WILL IT WORK? It works every day in nearly every home in the US. It is TESTABLE!!!! You get a quantifiable level of certainty that you are reaching the right audience.
I believe in what you are doing at 2929. I think that the day-and-date strategy is right on. Good luck with the next industry-shaking breakthrough.
Comment by James G. -
Hi Mark,
Not sure if this is over or not, but I am adding a comment here anyways.
A week or so back, I had originally left an idea involving making the movie theatre experience more enticing. However, now I have come across a new idea: fantasy movie league.
I don’t have specific numbers, but my guess is that since sites like yahoo, espn, cbs have offered fantasy sports leagues, the interest in various sports have gone up. Fantasy leagues have various benefits:
1) It increases awareness for new events since active members of fantasy leagues are always checking relevant news to gain an edge. Pertaining to the movie world, a new movie coming out would be similar to a new batch of rookies for a specific fantasy league. This helps generate buzz for the movie.
2) It allows the actual entities that these fantasy leagues represent to gauge market demand / interest. In the movie world, this means that if lots of users buy a certain movie in their fantasy league, that means that they believe the movie will fare well. These numbers are important to the marketers as well as to the movie producers in figuring out the formula for the next blockbuster
3) It encourages the members of the fantasy leagues to participate / actively watch the events that the fantasy leagues represent. In fantasy sports leagues, you are more likely to pay attention to the players that are on your team. In a fantasy movie league, you would be more likely to pay attention to a movie that you picked.
4) Fantasy sports are targeted towards the young, money-spending audience (male, age 15-35). Fantasy movie leagues can not only target this audience, but also other untapped markets as well (work-at-home moms, teenage girls, etc).
The idea is to create a fantasy movie structure that involves multiple users in the same league. At the beginning of the season you start with a base amount of funds to bid on movies. The higher the demand for the movie, the more expensive. At the end of each week, you receive returns on your investment based on how well the movie fared in the box office. This can be expanded to being able to bid on movies several weeks away from release or being able to trade your movie picks for your opponents’ movie picks, etc. The ultimate goal is to generate an incredible amount of buzz while collecting useful marketing data in the process.
To generate initial interest in the fantasy movie leagues, you could give out cash prizes / movie vouchers for those who finish 1st in their league or 1st in total points, etc.
Thanks,
Ran
Comment by Ran Ding -
Having the pleasure to meet with your great people at HDNet and Magnolia, I think a possible solution lies in the way smaller independent films are marketed- i.e. localizing the experience.
My feature film (Among Brothers) had much success on the festival circuit, playing 15 int’l festivals over the past year to nearly full theaters. The hook? For us, it was advertising that we will actually be in attendance at the screening. Working closely with the local film associations, theaters and clubs of people that consider film-watching a hobby or a past-time.
Targeting these people, through their groups, and allowing the film to breath in the market place, plus having the filmmakers or actors there to attend the screenings, is niche marketing at its finest. Most of 2929 filmgoers are engaged in the filmmaking process and want to ask questions to the people that were involved with the film. I feel that a large portion of the reason that people are disengaged with theatrical films is that they don’t have the ability to interact with the “players” like they can at a concert or live sporting event- by seeing them in person and maybe getting a picture or an autograph.
Touring stage productions have been doing this for hundreds of years. Having the actors, or director, or producers actually present the day, night or weekend that the film plays in that select city can be a huge differentiator when someone is deciding what to do on a Friday night- even more so when deciding what film to view- targeting that niche of film-viewers worked for us (and other directors like David Gordon Green, Todd Solondz, Greg Pak, etc.), and can work for the type of content that 2929 puts out. Most of these people (directors, producers, actors) have a piece of the back-end pay anyway, so they are already incented to help promote the film financially. By putting in 2 to 3 weeks of their time “touring,” they could see huge returns on the backside. Good luck, hope to hear from you.
Comment by John Schwert -
Needs to be a bigger and better experience. I can watch a movie at home on my plasma with digital sound, popcorn, drinks, etc. Going to a movie to battle hundreds of talking people with cell phones going off isn’t really worth the $8 ticket price.
Make it a universal experience. A total entertainment complex. Improve the food and not just better popcorn but sandwiches, mexican, asian fare. Heck instead of twenty four megaplexes close down a couple of the screens and add family themed restaurants, day care facilities, sports bar, night club. Make it a one stop place where you can have dinner, see a movie, and afterwards dance the night away.
With the price of gas folks don’t want to drive all over anyway.
Comment by Wes -
The Movie Business cannot be a cookie cutter one size fits all. It has to server several functions in order to generate significant Gross Profit increases while providing a memorable/pleasurable movie experience for different demographics.
Scenario A:
30’s Couple A, goes to the Movie Theater with their 4 year old Son. They get into a 6:30-7:00 start time to see You, Me and Dupree (Great Date Movie), while dropping their son off at a showing of Nanny McPhee set at the same time.
Let’s talk about their experience now…..
The Mom and Dad walk into a quiet, romantic Date Movie and enjoy and hour an 45 minutes of hand holding on a chair built to hold more than 5 foot 5, 140 pound girl or even possible a double chair, so they could lean on each other and make the experience a little more like being at home. They walk out of the theater probably having bought the admission, a drink (or two if not shared) and some sort of a snack. The wrist band number could be flashed on the side of the screen in case their child needed attention, it would avoid an embarassing page with your name to deal with your hellion.
The Son gets a small popcorn before the movie starts and a drink (non-caffeinated preferrably as a parent of a 4 year old). The movie ends slightly before the parents are out, so there is some face painting available as a time burner until the parents come out. There could even be a hidden playground to let the kids burn off some energy after the movie.
The wrist bands are matched up to the band on child as security and the parents pick up their child and are on their way.
Let’s talk dollars and sense…..
$25 package inlcudes the tickets and kids drink/popcorn. The parents spent another $10 at the concession stand for a total of $35.
You can tack on another $5 for each kid after the first, the more brought in, the more money generated.
This is a very resonable “Date Night” out for under $40, which most couples would agree is a cheap date and may consider doing several times a month.
This is just one idea….
Comment by Buddy -
The Movie Business Challenge
A few ideas…
1 – Gas stations….setup screen so that customer can watch trailers while pumping gas!!
2 – Install video at restaurant tables allowing customer to select and view movie trailers with local theatre venues and times. Kids go out to eat and often times decide on the fly to go see a movie.
3 – Install mall ATM (automated trailer movie machine) where customer can view movie trailers, theatre venues and movie times on the fly. How many times are groups and families out shopping and decide…hey, let’s go to the movie. Many times, it’s not the local mall theatre that is showing the movie.
4 – Dedicated radio station for movie trailers only.
5 – Advertise on grocery bags.
6 – Advertise on ATM receipts
7 – Make theatre’s more of a social gathering spot. Modernize theatres to include an after-the-show or before-the-show hangout. Theatre entry includes the movie and entry to restaurants, Starbucks, piano bar.
8 – Theatres partner with day care centers and places like ASI to offer one price ticket that includes both daycare during a movie, movie admission, and possible snacks.
Comment by D. Summers -
I like Tim Clark’s suggestions above and not just b/c I know him. His ideas make sense, esp. if you’re making independent movies.
The only thing I’d add to this long list of ideas is:
Hire someone other than self-absorbed twenty and thirty-somethings to come up with marketing campaigns. Hire someone who has teenagers. Hell, if it’s a movie geared towards teens, hire a teenager to sit in on the campaign meetings. Hire someone with some balance and perspective and yes, life experience to head up a marketing team. In short, hire someone who lives in the real world to try to reach people in the real world.
I know that’s actually more difficult than it seems b/c creative people (and yes, I consider marketing people creative) are not often living in the real world. They might be tethered to the ground but that doesn’t make them grounded.
Good luck with this.
Susan
Comment by Susan -
Mark:
The suggestions I see as I scan the “ideas” on your site, are related to the “movie goer” and not to Show BUSINESS. The business end must be addressed.
The Texas legislature is the starting place. Texas must offer tax incentives as do other locations (ie: Canada, Louisiana, New Mexico).
A heavy lobbying move must be made to show our legislators the benefits of a solid film industry in our state. Per Bob Hudgins, our film commissioner, Todd Sims of the Dallas Producers Association, has already met with a few state representatives and senators about potential incentives to bring literally hundreds of millions of dollars in film budgets to our state. He also says that, per Hollywood sources, if we can even come close to incentives offered by other states, major projects will come here because of the core of experienced crews, actors and multiple location possibilies. As an example, the TV series “Prison Break” is shooting it’s second season in Texas due to the availability of the reasons cited above.
I would welcome a chance to delve into this these possibilities on a face-to-face basis.
Sincerely,
Juli Erickson
469-583-1167
Comment by Juli Erickson -
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Pardon my asteriks, just wanted to get noticed..
My idea to get people out to the movies doesn’t actually involve movies, but the things that prevent us from getting out to them!
My daughter in 20 months old, and the amount of difficulty involved in finding someone to watch her at the spur of the moment when we find we actually have time to go out is near impossible. It’s just far easier to download a movie that we want to see.
But would we rather go to the movies? Absolutely.
So how do we solve this? Complimentary on site daycare. A movie theater might have to employ two or three more people at most (ECE trained, of course) – but the amount of money they would bring in would more than offset it. I think it would be staggering how often people would come to the movies if they were able to leave their kids in daycare for the two hours needed. Plus, it would give parents peace of mind knowing that there little one is only two minutes away if anything should go wrong.
I’m not a genius like Mark, I just know what keeps me from getting to the movies every week. If we can solve that, I’d be happy.
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Comment by Jim Squires -
Tips for Marketing Your Films:
– Start marketing the film while you’re making it. Begin a website and blog for the film. Allow the actors, director, writers, and producers post thoughts on the film DURING production. Post pictures, funny outtakes, bits of a scene, behind the scene discussions (arguments are even better) that show the movie being made.
– Make the production INTERACTIVE on the blogs and/or website. Have a contest that allows the site visitors to pick the poster for the film from three different choices. Tell the film site visitors that you need help choosing between two separate takes of a particular scene – which one is better?! you ask, and they’ll be more involved in the film.
– Allow the visitors to edit their version of your film trailer. Go to this site – http://www.whensheshot.com/ – and see how it lets visitors edit their own version of the TV commercial for Old Spice (the one with the hot girl dancing.) Give them sections of the film and let them edit their own version of a trailer – the winner will be shown before the screening of each film (people will show up to see if they won.)
– Give the audience two funny sequences or funny lines of dialogue that were filmed. Two different versions of the same scene. Let them choose which is best – tell them their vote will count and they’ll see which one made it into the final film version.
– Give them the DVD extras on the site/blog before the movie comes out. Let them listen to and download songs from the soundtrack on the website. Let them watch a featurette on the film. Let them see a behind the scenes look at how the film sequences are being made.
– Let the most popular actor post a daily diary on the blog to talk about how they prepared for the day, how difficult the shooting day was, how he or she got hurt doing a particularly dangerous stunt, that sort of thing. Make it funny, make it controversial, make it important for people to have to come back and check every day.
– When making the trailer for the film, don’t give away the entire movie. Don’t show them everything. Be as cryptic as possible. Give them brief glimpses that intrigue the hell of them and make them come begging for more. Give them a trailer with scenes that aren’t even in the movie. Give them clues, a taste, a morsel to chew on and talk about with their friends.
– If the film is anything close to be suspenseful, thriller-ish, or political, create websites and TV commercials for the fictional entities or bad guys from the film. It’s very similar to what LOST does for the TV show. Most people were very intrigued when there were commercials for the Hanso Corporation DURING commercial breaks for the show LOST. Create commercials and websites for the bad guy/bad corporation in your film. Imagine the commercials that would have had everyone passing them along to friends on their mobile phones for the oil company in SYRIANA, Connex-Killen?
– Get original songs from artists for the feature film. Make the film soundtrack songs only available for download on the film’s site. Make it easy for visitors to be able to forward links to the site for friends.
– Get the screenwriters of the film to create blogs for the characters of your films, before the film is released, that will act as a diaries. Include photos of the actors from the film but make it seem like these characters are real. Imagine a blog, from the lead character in Spielberg’s MUNICH, writing about what it’s like to have to kill another human being for the very first time. The screenwriters could have the character comment on the aftermath of the ’72 Olympics and even internal feelings that can never be expressed on-screen. We never know what a character is “thinking” in a film the way we can when we read a book.
– The writers of the film could even create a “prequel” for the film you’re making. For example, in the film ESCAPE FROM NEW YORK, we hear during the film that Snake Plissken and Harold “Brain” Helman had a past. A bank robbery that went bad. And something happened to a character named Fresno Bob because of what “Brain” did. Wouldn’t it make your upcoming film more interesting if you knew what happened to these characters beforehand? Maybe.
Anyway, it’s about getting people involved in the film beyond just advertising to them. Don’t talk to them, talk with them. If they become a part of your film, they’ll go see it.
Comment by Tim Clark -
I’m a screenwriter and am grateful for your postings on getting asses into seats in theatres. For anyone who says that only better movies will do that, I disagree.
What’s needed are more gimmicks. I’m serious, I love the old drive in movies from AIP. Corman and William Castle knew that there had to be more than just the film on the screen.
Make it more interactive. Add an element of theatre. Take the horror genre: A personal warning from the usher before a horror film, dyed red ‘bloodcorn’ barf bags, a nurse on duty… put some of the fun back in to movies. Take advantage of local actors or anyone wanting to add a personal, quirky touch to thier dull, corporate theater environment. Look how Rob Zombie’s films and music are promoted… movies have not had that kind of fun promotion since the early seventies. And I don’t remember the last time a poster caught my eye. Is there some rule that a title has to have fewer words and a poster less art? Leave the symbolism for the paperback covers…
Make it about the EXPERIENCE. DVD buyers look for special features. They don’t want just the movie, they want the DVD experience.
Make GOING to a movie as much fun as WATCHING a movie.
Jeff
Comment by Jeff O'Brien -
OK Mark, from the responses you have given in you Blog about the Movie Challenge, I take it you have not found the wow factor or have said, “Eureka I’ve got it!!!” Also, I believe you are heading the right direction by starting a theater geared towards children. I believe this could be the beginning stages in revolutionizing to movie industry. I encourage you to please read the books from Jim Collins, Good to Great and Built to Last. If anything it will reaffirm the things you are currently doing and at best it could help you understand what it will take to sustain greatness in the movie industry.
Haven’t we all said at one time or another, “If there was only one more of me with the same core values and discipline, I can get it done.” The answer is, there will never be someone exactly like you, but there are people who share your vision with conviction and have the same core values and discipline as you do.
I do not claim I know anything about the Movie industry but I do have a small business. It is not easy to run but I do try to hire individuals with the same core values and discipline as I have. My vision is to befriend and educate my customers to gain their trust, respect and loyalty so we can have a long lasting relationship. Yes, I said relationship, which I believe is the answer to all your questions. Not realizing the answer can be so simple, it can easily be overlooked. This long lasting relationship has been in the making since I started my business 8 years ago and today I can see my investment of befriending and educating my customers pay off.
Therefore, there really isn’t a magic pill or a “why the heck didn’t I think of that” or “Hell Yes, that’s the answer” and think it will change the economics of your chain of movie theaters or the movie industry.
WHAT DOES ALL THIS HAVE TO DO WITH THE MOVIE CHALLENGE?
Success takes years in the making, building relationships where your customers learn to trust, respect and believe in what you are doing. To sustain success it is important to develop a relationship with everyone and keep true to your core values. Also, to give your chain of Movie Theaters a great start and an opportunity to change the economics of the Movie theater industry I encourage you to read the books. What I believe you will find after reading these books is clarity of thought and how simple the answer can be. I truly believe with the right people in place helping with the thought process a solution can be reached which could be revolutionary.
FOR EXAMPLE:
If you strongly believe as I do that creating and maintaining a relationship with your customer base is the key to attain and sustain greatness, some of the things I would do to create loyalty from your customers in addition to the current matinee prices is to develop the relationship by doing the following:
FAMILY SEASON PASS
Create a family season pass for X amount of dollars and make it where it is acceptable anywhere in the world there is a chain Movie Theater, just like Six Flags.
a. To make the season pass affordable the customer would have to have the option to buy the ¼ season, ½ season, or the full season pass, just like the Mavericks season passes.
b. In the full season pass package include free entry to autograph sessions from the actors in your movie, which would encourage the other pass holders to upgrade.
c. Also, as a reward for holding a full season pass include 1 free B-day party gathering where the pass holder can invite X amount of people and where one of your movie rooms could be reserve to throw a birthday bash, food not included of course and have the option to watch a movie during the B-day party. If the full season pass holder would like to throw another B-day bash party he could do so at a discounted price. Again this will encourage the other season pass holders to upgrade.
d. There could be an infinite number of things that could be added to a full season pass holder to encourage a customer to upgrade and to encourage annual renewal of the full season pass.
e. The Movie Theater would have to be of a significant size to attract and maintain the masses of people.
Just imagine the domino affect this could create if my children start having so much fun at your new full season pass children theater. I know when my children grow up and have their own children they are going to want the same thing for their children and so on for generations to come.
I do have some more ideas and would like very much to share them with you if we can only meet to discuss them further.
Sincerely, JR
Comment by JR -
Make it dollar friendly for a family or group of friends to attend your films. GROUP DISCOUNT. 6 people going to a Saturday night movie will cost around 70 bucks. What if any group of 6 only cost 50 bucks or maybe a little less? Create a sliding scale, the more friends you bring, the cheaper the tickets. You’d have people draggig friends to movies just for the discount and who knows, maybe those reluctant people actually enjoy the film and drag their other friends back to see it again. The same with families. The idea encourages exactly what you want as a film maker, the GROUP EXPERIENCE. It’s a simple idea, but the best ones usually are. BTW, I can start my new job any time you’re ready. GO CLIPPERS!
Comment by Tommy Thompson -
Simple. Do movies in 2’s. The old double feature concept is gone. Why? People want to make a night out of things. Perhaps there’s a movie with a big draw, why not show a lesser known or indie movie first as the warmup. Do an intermission. People like *events*, people pay for *events*, and when you go to 2 movies for the price of one or close to it, one may rock one may suck. Person doesn’t go away unhappy. Double your fun, make a night at the movies an event again and not a robbery.
Comment by Drew Olanoff -
Great movies are the key for the success….. however, marketing is necessary!!!
Comment by LinkGratis -
Movie Credit thats the idea that everytime you see a movie you build up credit on a card . Plus everytime you see a movie you get 10 credits that add up to 100-150 credits in which you can see another movie for 75 credits or you can purchase a dvd from the movie credits own website using movie credit!!!!
Get it
Comment by Yuken Koskey -
– Problem #1 “The Experience”
Movies are supposed to be “entertaining” and depending on the genre, they can also be considered “art”. Add a little showmanship to the “experience”, and you’ll turn a potentially boring movie watching event into a news worthy and buzz generating (and yes “cheap”) experience. You don’t need to compete with TV, DVDs, and the internet if you can deliver experiences.
– Improvement #1 (just one idea, others will cost ya)
Do you think people watching the Ballad of Ricky Bobbie in a remote movie theater in Amarillo Texas would notice that the movie was a dud if Will Ferrel was selling popcorn inside while wearing his racing outfit? Nope. Think the “story” would make headlines all over the south (and rest of country) once he did that? It sure would, and the theater owner would sell a hell of a lot of popcorn that night. I’m willing to bet your money that a few well chosen appearances at other movies a week before Ricky Bobbie opened would build more buzz than than their costly radio/tv promotions.
– Problem #2 Empty Seats and “Perceived Value”
Movie theaters face many of the same issues that airlines do. In the end, the plane is going to take off and every empty seat is a lost dollar. The same can be said of movie theaters. Now that airlines started charging for everything under sun…they are actually better off giving away an empty seat and attempting to charge for lunch and baggage.
–Improvement #2 (just one idea, others will cost ya)
As much as I hate to use the airline industry as an example (of what to do), why not offer “frequent flick minutes”? Like frequent flyer miles, I would accumulate frequent flick minutes by watching movies, buying food while at movies, and buying products/services from partnering businesses. You can’t cash in and see the free 162 minute movie with your miles until you’ve “earned” the time. Not only would I be more likely to watch a movie and bring a friend if one of us did it for “free”, but I’d also be more likely to to buy a drink while there with the idea that I didn’t pay to get in.
In reality, you paid a hundred times to get the frequent flick minutes…and you filled an empty seat that led to a $6 coke purchase. Lets not forget that coke is carbonated water, sugar, and ice in a waxed paper cup.
As much as I’d love to work for you Mark, I have investors to look out for. You might have to buy my software co’s before I could help out with the marketing gig.
Go Mavs!
JB
Comment by Mark's Marketing Guy -
My idea is a type of expansion and union of different themes and ideas. The project could be called something like “Cinemania” or “Silver Screen” or “Movie Moolah”. It combines the “old school” idea of serial shorts shown before a movie with the new ideas of reality TV/the TV show LOST/cross-marketing, etc.
The basic ideas is to have wonderful prizes like a trip around the world, a speaking part in the director’s next movie, one million dollars, etc. linked to the use of your “Cinemania” card and your ability to solve the clues in an ongoing serial “movie short” shown after the movie. (It could be before the movie, but I think that may be too distracting with people discussing the sepisode as the movie begins). The movie short would be a ten minute episode which is part of an ongoing mystery movie filled with hidden clues, drama and excitement.
You would later log onto the Cinemania web site with your Cinemania card id to answer questions about the episode. Some questions would pertain to the current episode, while others would be long range forecasts for upcoming episodes. Points would be accumulated for correct answers, visits to the movie theatre, concession purchases, etc. The Cinemania web site would also have clues to the ongoing mystery. Police reports, character diaries, video clips and other such evidence would be provided. There could also be commercial tie-ins with souvenir giveaways with product purchases similar to what is done now, except the difference would be that the souvenirs also have clues on them linked to the mystery.
As far as the episodes go, maybe a new one would be shown every other week for the first few weeks of a movies release. Then, the later episodes would be shown with the release of your production company’s next movie. The Cinemania web site would have the episode dates laid out in advance so you could plan to see the episodes accordingly.
Once the last episode is shown, a couple weeks after that the top Cinemania card qualifiers would be selected and then star in a special two hour mystery game show with the winner taking home five million dollars (or whatever the appropriate amount would be since I don’t know the actual budget numbers for movie promotions)and getting a speaking part in a movie (albeit a small one, i.e. ‘Would you like fries with that?)
The top Cinemania card qualifiers wouldn’t be the only ones to qualify for the show. There could be other wild card contestants selected in other ways as well. One or two for sure should be randomly selected from a movie’s opening weekend. This would help boost the numbers for the opening weekend and create even more buzz. There could also be small weekly prizes as well.
On the marketing end, all of the word of mouth and “buzz marketing” ideas, etc. would of course promote the contestant and not just the movie. Movie theatre employees could wear buttons that say “Ask me how you could win $5 million!!” Cinemania signage would of course be in the lobby of the theatre and all of the other traditional promotional outlets would be used as well.
The director for your mystery movie could be a young, talented up-and-comer looking to make a name for himself or herself. Different story arcs could be filmed if there is any doubt in keeping the mystery’s conclusion a secret.
This is just a brief outline and there are lots of other ideas and details that can be brainstormed and worked on, but I believe the basic premise is a strong one and can tap into many of today’s popular trends.
Comment by Craig -
“Set up a Rewards Program”
Mark,
My solution is to set up a “rewards” program. Similar to the rewards set up by credit cards. The more movies you go and see the more rewards you get. Have a card just like a movie rental card, which everyone most likely has, and every time they go to a movie theater they scan their card to confirm they attended a movie. It has no cost to the customer, just the rewards, such as discounts at retail stores, vouchers for vacations and such.
To fix this problem, you don’t want to approach the theaters and say, change this, make this better, or add this. Most movie theaters are hurting just like the movie companies, and maybe have no means to make changes. Some theaters might change, but honestly, most will not.
Another advantage of this “reward” program is it would force the movie companies to stay competitive, (either a different database for each company, or different rewards for different companies). Have only one card to make it easier on them, but the “rewards” database stores what movies you went to, when you went to them and what companies made them. Make the rewards viewable online so people can see how many “points” they have.
With a “rewards” program, there could also be a referral program, set up online, where people can email their friends and recommend a movie. Then if that person goes to the movie, and uses their “reward” card, the database will see that you recommended them to that movies, and both parties will receive a reward.
You could also offer more “points” if you go to an opening weekend screening. This will boost weekend sales, and make these opening weekends more popular.
Rewards are very enjoyable, and very popular, as long as they are good rewards and easily redeemable. They already appeal to adults, and could also appeal to other ages; young adults could receive designer clothing discounts, kids could receive discounts on toys, and so on.
My idea is a big idea and would take a lot of work, but with the right direction, it could easily bring movies back to popularity. This will work, make movies in theaters popular again, and increase revenue for both theaters and production companies. Rewards are flexible and enjoyable, and can be the change that increases movie theater attendance.
Thanks,
Ben Johnsen
Comment by Ben Johnsen -
Here’s a revolutionary concept. Don’t spend so much on marketing. Do enough to let people know it’s there, and then let the movie sink or swim based on how good it is.
Maybe that approach leaves a little more to luck, but my point is that marketing rarely makes or breaks a movie or any product for that matter. I know this goes against accepted wisdom but here are a few examples. Iron Giant and Zero Effect, two great movies that flopped. Iron Giant had a big marketing campaign and Zero Effect had… about Zero. Two comedies that did really well last summer, Wedding Crashers and 40 year old Virgin, Wedding Crashers had a big marketing budget and Virgin a small one. Crappy movies also seem to bomb or do well irrespective of marketing. Jurassic Park 3, Matrix 3… they’re going to do great whether they spend 1 million or 50 million on marketing. You could say the same for the Incredible Hulk, huge marketing blitz, huge flop.
I’m not saying don’t do anything, but be smart and frugal about it. I know the poster for 40 year old Virgin had a lot to do with it’s success, but every movie get’s a poster, and a good poster is a lot cheaper than thousands of TV ads.
Comment by John -
A great marketing tool are video share sites such as break.com, collegehumor.com, youtube(fastest growing),muchosucko.com,and many many more
where millions of people are able to upload and watch others videos for free
this is a great outlet for previews of movies, many people will have access to these clips for free. In many ways this can substitute for the very costly television advertising.
this is a simple idea that with more fine tuning could lead to a real viable marketing tool. I already know that some webcam girls and such sites are using these video share sites to show teasers and trailers and they are recieving a huge amount of hits as a result
just an idea
id love to be able to get a shot at this, i think we can make the difference with this one.
Comment by Justin Gallik -
Mr. Cuban, how about a mobile advertising service to promote movies. By using a truck or van with screens on each side you can advertise the movies. You can even take that a step further and put screens up to show the movie preview.
Comment by Tim Jennings -
Cinematic amazements, “talkies”, eye candy, changing the film world…building the better mousetrap.
As you are aware, the theater idea is a broken wheel, bouncing around and hoping that no one will take it to the shop because it will cost money. And with cinemas, it will cost a lot to revamp even to just being able to show HD. The sales are down for people getting out to the theaters and even with the heat wave they are not going.
So, how do we put butts in the seats for the most affordable amount of money without putting 20% of our movie budget (or more) out there? And the seats could be at home or in a theater but why…would they want to watch your film.
Of course, start with a good script, that’s a given.
I believe you had a good idea with releasing your film in three different venues on the same day and also wondered how that turned out.
Some movies play well to the cinematic experience – large visuals like LOR or even King Kong. Others are better for discussion or watching at home or with a group of friends.
Monthly subscriptions for movies at the theater so they pay a set price for a month and they can see as much as they want for the month.
Gathering places that are not as large as theaters but where people can stay and enjoy watching films and discuss them afterwards…could be a bar atmosphere or a movie group for “sci-fi” or “crime drama” fans.
On Demand so you can watch at home or DVD release on the same day so you can…watch at home.
But then again, I’m only an independent producer who is working with a group on getting 34 films made in the Texas area for two film funds…can we get the money to make the films…well, yes. But once they are made…then where do they go to be seen? What venue will be the best for the most people to see the work done.
Mark, what you are asking goes to everyone in the film world…I believe we will need to try out different ideas or “test groups” in order to see what works out well. However, in the film world…one film may do great in theaters but lousy on DVD sales. But we still gotta try…there has to be a better mousetrap.
Comment by Libby Mitchell -
For the solution to the movie marketing problem the choice is simple
make going to the movies the thing to do, in the thirties and fourties all people did was go to the movies, it was culture it was entertainment
the movies are not fun anymore
i suggest revamping the entire movie going experience
starting with the movies and ending with the theaters
i know personally if there were a few drive in theaters around here or something that feels like an experience not just going to some stinky theater, stepping in gum, sitting in popcorn and watching a bad movie…
lets make it an experience again, something people look forward to cause its an event, not just a movie…
ps. im a young go getter from pittsburgh living in dallas… lets revolutionize the movie experience just like you revolutionized the NBA experience
last years playoffs were fun to watch because of your additions to the NBA
and i know you know that
Regards,
Justin Gallik
Comment by Justin Gallik -
A couple ideas:
1) Promotions where you can purchase the movie you are viewing at a discounted price when the DVD is released.
2) When I was travelling in Scotland the theaters were very laid back. They allowed alcohol and other drinks to be brought into the facility and consumed while viewing the movie. It is not profitable to have consumers bring their own items, but the idea was nice. The seating was done on a computerized system with ticket numbers and people who seated you. This allowed for possible patrons to know if there was room to sit with their friends before purchasing the tickets.
3) Lounge/Club type movie viewing.
4) Create a program similar to airline frequent flyer miles.
Comment by Scott Brown -
I’m no expert, but I am a major movie dork. I get very excited about the big blockbusters just as much as the next guy who grew up on comics and Benny Hill, but what really pumps me up for a movie and gets my butt to the theater, is the hype. Not the comercial sense of hype, but the underground kind.
I read many web sites and Blogs on the Internet every day. I spend special attention to the movie related ones (I even use to write for one). These sites have a major following, and the editors pay much attention to projects in their production stages prior to release. Some of these posts even begin almost a year before release to theaters.
These editors search the web for new news on films and casting rumors, directors, writers etc. Then as if it where instict, they post it on their web site along with the link to the original article and usually a link to the film web site. Once published, the millions of readers begin to conduct their own web research on the film by following the link trail. If the news if exciting, this begins the ongowing “grapevine” Internet hype balloon. Take the upcoming Transformers film. I have been reading about this film for months, and the Internet buzz is so large, ComicCon is paying special attention to this project both in SD and Chicago.
This is the type of stuff which gets the younger demographics excited about new and up coming films.
My advice would be to launch a major Internet marketing campaign, but not in the traditional sense. Find the sites which are of high reader count and toss them info on a regular basis to be published. Send them pictures from the set, casting news, production clips and any other project tid bits which can be shared to the public. Since these sites are normally run by people not looking to make a million dollars on it, they will be more than happy to publish this information just for the bragging rights.
Use the popular “Web 2.0” tools. Create a MySpace page and post to it offten in order to stay close to your fans. Flixster, Facebook, and creating a production Blog (which is actually updated) will allow you to get more intimate with your dempgraphic.
Paper is dead, digital is in. The younger generation would rather watch it on YouTube, read it on Coming Soon (dot) Net, and chat about it on MySpace, then go to the store and read it in a magazine and watch a commercial on TV.
Well at least that is what I would do.
Comment by Brad Shipston -
Mark,
Make movies free and have a two minute advertising intermission at each screening.
Free tickets would be distributed online,and availability advertised through both niche sites and mainstream sites depending on the film. Theater goers would register and provide their demographic and psychographic info to download free tickets. Then advertisers could bid for the right to advertise to these different demographic groups.
Comment by Anne Kadet -
Develop a communication strategy with your audience utilizing targeted streaming video and viral marketing to “push’ your message directly to individual consumers versus the current industry broad “pull” strategy.
Streaming video technology applications are currently available and are capable of being “pushed” to the individual consumer and “referred to a friend”. Personalized communication, story lines, advertising and other features of either the film or the local theatre offering can be combined and delivered today to multiple platforms including computers, PDA’s and cell phones via a single link. While the video is capable of being downloaded from the link, the technology application actually streams the video to the device without impacting the storage capacity of the device itself. There are other elements beneficial to the originator of the messaging.
By touching individual consumers directly, one gains the benefit of personal referral/recommendations among friends/relatives/centers of influence more quickly. Marketing research indicates as one receives direct, personalized recommendations from multiple sources, the conversion to actual attendance at an event becomes very high. An affinity program for the theatre chain or individual theatre location can further leverage this opportunity; marketing alliances, reward systems, crossover marketing etc. can all be incorporated into the messaging.
As you have referenced, marketing dollars for P&A being spent in the industry are enormous…..and with limited effectiveness in influencing consumers to attend the local theatre. The industry “pull” strategy presently serves largely to generate awareness of the film and attempts to build hype, thus the focus of the Hollywood studios on the “star”/“celebrity” and/or filmmaker and the subsequent promotion of these personalities in marketing the film. The current promotional delivery via mass audience outlets, film review shows and news bites has no direct measurable correlation to the volume of ticket sales at a specific theatre location.
The platform is available; personalized streaming video messaging to your audience(s) can begin almost immediately if you are so inclined.
Comment by Larry S. -
Three ways:
1. Develop movies of par excellence quality: Revise [upward] the consumer expectations. Offer variety. Mind the language. Be consistent.
2. Anticipate and Manage Customer Expectations: The “movie experience” begins way in advance before the highlights and infomercials precede the actual show and the same does not end immediately as the lights flicker on. Manage the expectations –end-to-end. Show that you (sincerely) care for the patronage. Go with the needs of the day and not the classical packages.
3. Provide a realistic Opportunity Cost: Great fun for the kids. Great sports for the pets etc. Have a draw of say $25,000 (should pay for itself). With such-like offers, I will discount the cost of gas and other inconveniences at the movies. Make it more than a 2 hour event. Offer other fun options so that the movie shows are the “climax” of the day’s features.
Other Valued Consideration: Give me the job and I will change not only the prevailing attitudes toward the industry but also the inherent inefficiencies within the industry itself!
Comment by Elvis G -
The problem is there are more options for entertainment. You can do what you want to try and get people to the movies, but it’s inconvenient and not worth it to most. Why go when you can sit at home in something comfortable and watch your 42″ (or larger) HDTV for “free” (sure you paid for it, but to use it now, it is basically free).
Oh, you’re hungry in the middle of your entertainment? No problem, just pause the TV and come back when you’re full.
Going to the movies requires people to enjoy the entertainment in a way convenient for the masses. In a time when Americans must have instant gratification, you will have a hard time convincing us to go out of our way for entertainment.
Before you say sporting events are the same way, they aren’t. You aren’t just paying for the entertainment which you can get on TV; you’re there for the atmosphere. Cheering on your team is human (tribal) nature and everyone loves friendly competition. As a bonus there is always the look on the opposing fan’s faces when Dirk hits the go ahead shot at the buzzer.
Movies can be made better; more people may come see them, but eventually they will demand more. Tickets can be made cheaper, you’ll sell more tickets, but it isn’t enough to make a large difference in profits. You can make the theater more comfortable or luxurious, but in the end it doesn’t matter; movie theaters just don’t cater to the need for instant gratification of the American lifestyle.
Good luck with this venture, but I don’t see a way to get significantly more people to the theater. As home theaters become even more common, the majority of movie goers will be highschoolers and others who are mainly interested in getting out of the house.
Comment by John -
My idea is a simple one. Let’s say you plan to release five movies this coming year to the box office, and you want to draw as much attendance to these five. At the first movie, offer with the purchase of a ticket some sort of log or some kind of passport for your movies leaving four spots since you plan to release four new movies. Now during the release of your next movie offer with every ticket a stamp or sticker that is unique to the movie and that sticker can go into their log. The object would be to entice people to complete their log, which would require them to attend every movie to get every sticker and by doing so they qualify for some sort of prize. This prize could be whatever you want,possibly a box at a mavericks game, play-off tickets, movie passes, pre-release screenings, that part is up to you.
Hope this helps
Comment by Philip Maio -
Didn’t read all the comments, but I did have one thought…
Why not offer multiple viewings on a single ticket sale? Perhaps the customer would be less inclined to pirate their own copy if they had the opportunity to see the movie in the theatre more than once.
Perhaps the second viewing is only good for matinees, or another time the theatre isn’t going to be full. That way, you still get them at the popcorn stand. I’m not sure how to ensure that the tickets couldn’t be shared, but I’m sure there’s a way to work this out.
See, I’ve had more than one movie ruined by a bad crowd. This would give you the option of going back another time to give the movie another chance. Or to see a flick that you love over again without draining the wallet.
Just a thought…
Comment by B.R. -
It may be a crazy idea, it may not. I have absolutely no idea how much profit studios make from movies in the theater and movies they sell on DVD. I do know this, however. I love to own DVD’s but they are damn expensive and I am only going to buy a DVD if I really liked a movie and want to watch it time after time. I also don’t mind paying $9 to go see a movie because it is still cheaper than going to the bar or club. Here’s my pitch.
Instead of having a movie come to theaters and then 3 months after its in theaters release a DVD…do them at the same time. Offer the DVD when people go to see the movie at the theater. Maybe charge like $20 for the DVD/theater combo. This will do two things. It will attract more people to movies because they think they’re getting a great deal of a $16 DVD and an $8 movie ticket.
Maybe it will make less people go to the theater because they will just borrow the DVD from their friend. However, they could just wait the 3 months and pay $3 to rent the movie. So…why do people go to the theater? Answer – to see the movie on the big screen, to go on a date where lighting is dim/you get to hold hand, and because its traditional. People can already see movies at the theater from the comfort of their own home for free by downloading them…so why not try to make a little more in the process?
Comment by Jason Lurie -
This Double Feature idea really got me thinking. You could even show older films with new ones that were inspired by. Think about all the times that people have said that “Should of seen it on the big screen” How cool would that be? Fans of the older films would come see the new one and the old one. Think of itunes, with the music that you like there are recommendations for music with similar tastes. I think the biggest thing is you need to make going to the movies an event again. Value for the money.
Comment by Erik Swanson -
1. Don’t forget that people over 18 see movies too, and we have a lot more money in our pockets in general. We’re much more discerning. We buy a lot of live theatre tickets and they’re a lot more expensive. Create a movie experience for us with more service and less noise, and we’ll pay double. I know that’s been touched upon already, but it needs to be said over and over.
2. Here’s an idea – get the DVD ready for release when the film is released and sell the DVD as a combo with a pair of movie tickets. Give the theatres exclusivity on selling the DVD until the run is over. That way the theatre owners can get a share of the DVD profits as well.
3. Not revolutionary, but worth mentioning: Make the first showing on Saturday or Sunday mornings an adults-only showing. I’ve avoided quite a few films because they were targeted at kids; I thought I’d like them too but didn’t want to be in the theatre with the kids.
Comment by Stuart Sweet -
I think its time to go retro. Bring back the double feature. Two movies for the price of one. It seems now a days that there is so much crap cinema. Hollywood advertises the hell out of crap to turn a quick buck. Attach the crap together or to an important movie that is getting no exposure. How many times within the last 7 years have you plopped down your $5 inflated to $8-$10 to see a movie that had a good trailer but that was all it had. Ease the disappointment by showing me another film. Back in the day hollywood would have a B picture attached to an A. You could evaluate based on cost of promotion and budget. Even charge a little extra. Not too much. You would definitely make more money on the back end (DVD, etc.) It would also be fun. Which is the most important part. I love going to the movies and I would definitely go more with the extra incentive.
Comment by Erik Swanson -
This is a 2 fold answer. People dont want to leave their hosue because of the aggravation factor. For 1. lower the cost of drinks, candy, popcorn. It doesnt matter if movies are shit or great or crap or whatever. There’s nothing to do and people want to go see a movie its the cost of everything. leave the ticket prices the same, lower the price of the food and drinks.
The MPAA needs to realize this: people are not going to stop piracy, the more they fight the more its going to make people want to dowload or pirate movies. Can you see people in china stop the bootlegging? lol yeah thats not going to happen. put the lawsuit money into something simple. GET MORE PEOPLE INTO THE THEATER.
LOWER PRICES OF FOOD AND DRINKS, REALIZE THEY ARENT GOING TO STOP PIRACY, RUN SPECIALS BUYA TICKET GET YOUR FOOD FOR FREE. This isnt a difficult situation.
Comment by Greg Turpin -
Make the theater itself a better experience.
1. Singles Night – where young professionals can come and meet new people. There could be a mingle time before the movie. Use B2B marketing to offer discounts to local bars/clubs that they can go out to after the movie.
2. Senior Citizens shows – It could be during the day – since they may not like to stay up late or navigate the evening/weekend crowds.
* Develop movies that target older audiences. In the coming years, 70 million Americans will be retired/senior citizens. That is NOT an audience Hollywood wants to ignore.
3. Market to companies who want to have a family night out for their employees.
*You could do this with faith-based groups as well (churches, synagogues, mosques). Of course, then the movies would need to be decent. But do you know how much, for example, Christians dish out for Christian music, Christian novels, Christian t-shirts, etc? You keep putting sex, foul language, and gratuitous violence in movies – then you’re missing out on some big bucks! You may not like that fact. (or maybe you do, I don’t know). But it’s true.
4. Have a section of nice leather chairs with plenty of leg room and charge a few extra dollars for premium seating. Maybe have special speakers in the seats. Seat warmers (for those of us who get cold at the movies!) or similar perks that make the theater fun and comfortable. Or maybe chic and stylish?
5. Have smaller rooms for a private viewing experience. Rooms that can be rented. They could even be rented for non-movie events (corporate events, parties, receptions, etc.) – which could provide the theater with an additional form of revenue.
6. Valet Parking
7. Remove the front section of seats where you’re too close to the screen.
There’s a ton of ways to improve the movie-going experience. Someone just needs to take the initiative and do it.
Comment by Nathania -
Industry executives in the early 20th century grasped at similar tactics in order to save venue-based live entertainment (i.e., vaudeville) as the public turned to new media like radio. One of the key dates in the “death of vaudeville” is said to be the day in 1932 that the Palace Theater in NYC dropped live entertainment in favor of (gasp!) movies.
Despite the demise of one particular format, live venue entertainment did not die, it just changed. I understand that a show called the “Dallas Mavericks” has been running for years.
The long-term challenge is not how to prop up a legacy entertainment format, but how to anticipate/create is successors.
Equipping the Landmark screens to display digital material will bust open the traditional exhibitor content limitations. This will do much more to revitalize the theater business than all the gimmicks designed to squeeze a little more juice out of the old model.
Comment by Matt Peterson -
This is too easy: Free popcorn for the first 5 million customers.
The movie, whatever it is, will go down in history as the “free popcorn movie.” Ticket sales will be tracked across the country. The 5 millionth viewer will also receive a free drink and tickets and airfare and lodging to a Mavs game of their choice.
Comment by R. K. Mortenson -
Hi Mark Cuban,
I did a quick search word search in your movie biz challenge and I was looking for just one word, everyone else seems to miss one key point.
The word I have in mind will definitely get 5 million people in the US every weekend to watch a movie. You will still spend something on advertising but nothing close to 60 million.
The anticipated problem with my idea is that you will have to change a few fundamentals within the movie business and get stakeholders i.e. advertisers to try something new.
The movie theater is one big TV at the end of the day so why don’t you just treat it like one and reverse the concept by bringing the “Home TV Experience” into the “Movie Theater”.
Basically, HBO brought the Movie Theater Experience in the home and monetized its income along the lines of the Movie Theaters so I propose you bring the Home TV experience into the Movie Theater and adapt your income streams the same way TV does.
In a nutshell,the word is “FREE”- make it free to watch a movie in the theater and sell advertising in each segment at a higher cost to advertisers; a price that allows for a total re-coup of cost of provisioning the movie.
Mr. Cuban, Google et al. changed the advertising business for online advertising it’s now someone else’s turn to change the business of advertising in movie theaters.
Comment by Rasheed Shobande Jr -
How do you get people out of the house to see your movie without spending a fortune. How can you convince 5 million people to give up their weekend and go to a theater to see a specific movie without spending 60mm dollars.
I only read the first 90 posts, so I hope I’m not being redundant. The answer to that question is to take product placement into a new realm. This summer Diet Pepsi offered free movie tickets for every ten two liter caps of specially marked bottles. This promotion ran for about 2 months and I know we drank 80 2 liters to get our 8 free tickets. And of course these were tickets good for any theater. Last fall, Albertson’s ran a promotion that if you purchased $25 of certain products, you got a free ticket from Fandango online.
Both of these promotions harken back to the days when I was a kid when you could turn in 10 coke bottlecaps for a free movie ticket for a Saturday matinee. As I got a bit older it was 10 coke cans for the free Saturday matinee. Most of the people that attended these screenings did so every week. You set up a routine with people to go to the theater every week.
So getting back to product placement – Talledega Nights is a wonderful example. It’s filled to the brim with product placement. Taco Bell, KFC, and Pizza Hut are interactive product placements in the scene — so instead of traditional product placement deal –perhaps it can be restructured so your $20 in receipts from Taco Bell, KFC, and/or Pizza Hut gets you a free ticket — the studio/movie would get some upfront cash and any advertising agreements BUT there would also be a ticket promo clause agreeing to reimburse participating theaters the ticket price. You may want to offer the free ticket option only on weekdays were the theater might agree to a reduced reimbursement charge for the ticket.
With companies desperate to come up with new marketing schemes for their products, there is an opportunity to go beyond typical product placement. Obviously the execs doing product placement for the film (and oddly more and more now, the studios are seeing the product placement dollars not the producers of the films — which in many cases takes out the value that product placement had in the past with producers) need to meet with exhibitors someplace like Sho-West to discuss what types of discounts they’re willing to offer sponsor companies for product reimbursement tickets.
Speaking of exhibitors, many have their own advertising and product deals with companies like Coke (all those Coke student film/commercials). Perhaps the exhibitors need to take the lead and be the ones to structure the deals with branded products for free movie tickets — and in return, the theaters offer free pre-show advertising as well as noting in their print ads “that admission is free with 10 two liters caps from Coke”. In the long run exhibitors will make more money, I believe, because if people aren’t paying for tickets, they’re willing to spend $$$ on concessions (instead of smuggling them in).
You should contact Diet Pepsi as well as Albertson’s (or the brands that they were promoting — although I think Fandango was also picking up part of the reimbursement tab for those tickets) and see what kind of increase they experienced on the sales of those products. That should be some good numbers to start working with.
The main goal though is to get people into the routine of seeing movies. With a single ticket price in Los Angeles almost being equivalent to the price of buying the film on DVD, it’s no wonder people wait. I think you’re right in that the key to getting more people out to the movies is to make it more affordable.
I could continue on with this rant and go into more specifics about niche marketing, indie films, etc., but I’m sure folks reading this blog are already bored. If you’d like to discuss it further, please e-mail me.
Comment by W. H. Bourne -
Adding this to post of two comments ago, relevant to this discussion:
Explosive early-stage growth. The largest Giant Sequoia owes its unrivaled mass volume to its rapid growth in the years B.C. They practically explode up out of the ground, like opening the season on a 20-game winning streak. Do that and unrivaled lasting power and stature is assured.
Comment by Mark -
It has been my experience that “People love FREE”. Throw in FREE popcorn(for the 1st however many the marketing budget can withstand) for the cost of a ticket to your movie and watch the flood happen.
Comment by PH -
Sequoiadendron Giganteum.
Going through your search process here, think about why and how Giant Sequoias became the largest living things on Earth that humans can see. I recently spent an entire research day in the presence of General Sherman, the biggest of the big trees that John Muir found long ago, with a lower branch that is larger than any U.S. tree east of the Mississippi; and when you do that, all you do is think big.
One thing you will discover right away is that Giant Sequoias require FIRE to grow for 3,000 or more years. Fire burns away the Ashes and Firs that try to compete for sunlight, so it’s like spacing on a basketball court. Giant Sequoias have tannin in their bark, which is inflammable, leaving only purplish burn marks that heal over centuries. Fire can only snake up the side of their column-ridged bole (trunk), where it can burn away the head of the tree way above, and that grows back. Fire causes heat that makes the tree’s cones dry up and release seeds, which then are fertilized by the moist fire ashbed on the forest floor. Fire is a good thing for Giant Sequoias.
Giant Sequoias are essentially immortal. They cannot die of ill health. What eventually causes a Big Tree to perish? Collapsing under their own weight, from the weight of snow on the head. And even then, nature has somehow found a way to make the head arrow-shaped, so that snow trickles through the pine needles. It has everything figured out. There’s a fair possibility that many of them will outlast Man.
Giant Sequoias grow only in one place on Earth because they have the perfect location. It is roughly 5,000 to 7,500 feet above sea level up in a narrow marsh of the Sierras, where the air currents from the Pacific drift toward them. Any lower and they would not have enough moisture; any higher and it would be too cold. They mastered location.
Lessons:
Embrace and thrive with what everyone in the world believes to be the enemy to your existence, in their case fire. Find your own tannin and columnar ridges. Create an arrowhead to keep from collapsing under your own weight of success. Find the perfect location and then dominate through spacing. Be closer to the light than anyone, network with giants and live large. Use the “Secrets of the Sequoias” to solve this challenge, for it is the best formula for success in life on Earth, and I know we can apply it here.
(I think it also gets you over the hump in the NBA Finals if you tell Avery.)
Comment by Mark -
The problem could be solved by moving the film from the theaters, to places where the target demographic already go socially. I.e. if it is a sports movie, set up screenings at sports bars. If it is a love story, move it to the beach or some other romantic locale. This solves a number of the problems and addresses your beliefs in the marketing. The movie becomes marketed to a specific group of people. The audience will want to go out and be seen seeing the movie, attacking the vanity in human nature. Since this has not been done before, new deals could be struck between the studio and the venue more favorable than the current cut between studio and movie theater.
Movie goers could also be given reference numbers on their ticket stubs and get rewarded for getting their friends to go see it. The original viewer would spread the word, their friends would then go to fandago, or a like site, and use that reference number to purchase tickets. Once the owner of the reference number gets the required number of friends to purchase ticket, they get rewarded with something very closely tied to the movie. Maybe they are rewarded with a free download of the movie, or the chance to have a one time screening, or even an advanced screening of a future film produced by your studio.
Comment by Phil -
the first thing that comes to mind when i hear about attempting to draw more people to a theatre is childcare. parents will be much more willing to attend a movie in the theatre if the hassle of arranging and paying for childcare is already taken care of for them. one solution to this would be to set up a system that allows parents to buy tickets for a movie they want to see and place their kids in FREE childcare set up in the same building as the theatre itself. this “daycare”, if you will, could be anything from craft time to watching movies appropriate for kids. obviously this would require a cutoff age as you don’t want parents dropping off their teenage children in your daycare, but with a little effort and some good planning, movie theatres could truly make date nights hassle free for parents of young children.
Comment by alan -
You’re used to thinking big so here it is. The last few years the Baby Boomers have been on my mind mainly because I am one. Also, I’m trying to capitalize on this huge aging army. So the idea of an old time movie theatre comes to mind. This would be very grand and upscale, however, but still have the look and feel of the grand old theatres from years ago. What if you had a complex (think Universal Studios) that replayed movies that were released and/or popular decades ago (What was winning the Oscars 50 years ago?) that would bring Baby Boomers to the big screen again? Tie in your movie/production/tv interests for ancillary services. For example, reproduce the newspaper from the time of the movie but with new ads relative to your goals of this project. Allow the employees to dress the role or time of the genre of the film. Sale DVDs, CDs, T-Shirts, etc. that are intertwined with the overall theme. How many different suppliers/vendors would want to be part of this? The sky is the limit. Bring in some of the old time actors for replays of their films. Hold discussions with the audience prior to special screenings. Contract one of the big time movie critics for a movie goers calendar. Old time auto shows from the period/decade of the movies. Much, much more is possible for this theme that might evolve into a small Six Flags concept. Think about this theme throughout the major market areas of the US as an anchor to larger real estate developments. Could entail one time fee or annual pass (keep em coming back). The main idea is make the movie cheap but provide entertainment plus services that people would truly want and pay a fair price for both young and old. I could keep going but I need to sign checks. See you at the movies!
Comment by Merle Cassity -
I’ve been thinking a little bit about your movie challenge and I wanted to provide a couple of solutions.
1. Instead of patrons buying one ticket to see one movie, sell a ticket to “the movies”. If you stagger the start times of films, it will give patrons the chance to leave a movie if they discover that they just spent $8 to waste two hours of their day to sit through a flick that isn’t living up to their hope. It doesn’t take long for a movie-goer to realize that they’re not taking that leap of faith required to truly enjoy a film, so allow them the opportunity to go to the next screen over to check out that little independent gem that they just couldn’t pull the trigger to try. This “day ticket” will also allow them to take in two, three, or four movies that day. You may lose some ticket revenue, but you will increase concession revenue and start to develop people who truly are fans of “going to” the movies. So the ticket revenue that you “lost”, you will make up by having patrons attend the movies more frequently. If you can get kids- have a minimum age limit- into this habit, they will continue to be movie fans for life. How many filmmakers talk about their childhood memories being consumed by going to the movies? Not watching movies on TV, but going to see the flickering lights on the giant silver screen. By creating a new generation of film fans, you will be cultivating a new generation of filmmakers. This can lead to a film festival where the “regulars” of each cineplex can compete in a short film festival every six months or year against the filmmakers of the other cineplexes. The films can be screened on one screen of the cineplex with a “premiere” night and then the winners can move on to regional and national competition. This will help your production company with early recognition of talented filmmakers with new, unique voices and build relationships with the next generation’s Spielberg, Soderbergh, Tarantino, Jonze, Rodriguez, or PT Anderson.
2. Have the ticket price be tied to the budget of the movie. For example, low-budget films(budget between $1 and $10,000,000) cost $4 per ticket; medium-budget films(budget between $10,000,000 and $50,000,000) cost $6 per ticket; big-budget films(over $50,000,000) cost $8 per ticket. Obviously, this will cut into everyone’s profit, but if it gets more people to get out of their house and go to the movies, then that will increase overall box-office revenue. It may also help to lower the costs on productions when the talent on the production receive a cut of the profit. Maybe this will encourage productions to be more efficient in their films and help lower the actor’s salaries. Does anyone honestly think that George Clooney’s performance in “Good Night, and Good Luck” could have been any better had he been paid $20,000,000? He kicked ass because he is a professional, not because of the money he was being paid. As long as actors get paid exorbitant sums for doing one of the best jobs in the world, budgets will continue to be high. And those high budgets will be passed on down the line until they finally hit John & Jane Q. Public who want to take their two kids out to a movie on a Friday night and end up spending $35 on tickets, $20 on concessions, $30 for dinner at Pizza Hut, and $10 in gas for the SUV. Compare the choices: $95 for dinner and a movie out; or $4 for a DVD rental, $20 for a couple of pizzas to go, $10 worth of snacks at the grocery store, $10 worth of gas, for a grand total of $44. For a working family, $50 a week is $200 per month, and $2,500 per year. It’s a pretty easy choice.
Hope these solutions help. I also have some good angles that you can work with the ladies but I bet that flashing your W-2 works pretty well for you. Let me know the next time that you are in the ‘Burgh, my girlfriend and I will drag you out to some bars you’ve never been to.
Here we go, Stillers, Here we go!!!!
Comment by Deven Dittrich -
I’ve been thinking a little bit about your movie challenge and I wanted to provide a couple of solutions.
1. Instead of patrons buying one ticket to see one movie, sell a ticket to “the movies”. If you stagger the start times of films, it will give patrons the chance to leave a movie if they discover that they just spent $8 to waste two hours of their day to sit through a flick that isn’t living up to their hope. It doesn’t take long for a movie-goer to realize that they’re not taking that leap of faith required to truly enjoy a film, so allow them the opportunity to go to the next screen over to check out that little independent gem that they just couldn’t pull the trigger to try. This “day ticket” will also allow them to take in two, three, or four movies that day. You may lose some ticket revenue, but you will increase concession revenue and start to develop people who truly are fans of “going to” the movies. So the ticket revenue that you “lost”, you will make up by having patrons attend the movies more frequently. If you can get kids- have a minimum age limit- into this habit, they will continue to be movie fans for life. How many filmmakers talk about their childhood memories being consumed by going to the movies? Not watching movies on TV, but going to see the flickering lights on the giant silver screen. By creating a new generation of film fans, you will be cultivating a new generation of filmmakers. This can lead to a film festival where the “regulars” of each cineplex can compete in a short film festival every six months or year against the filmmakers of the other cineplexes. The films can be screened on one screen of the cineplex with a “premiere” night and then the winners can move on to regional and national competition. This will help your production company with early recognition of talented filmmakers with new, unique voices and build relationships with the next generation’s Spielberg, Soderbergh, Tarantino, Jonze, Rodriguez, or PT Anderson.
2. Have the ticket price be tied to the budget of the movie. For example, low-budget films(budget between $1 and $10,000,000) cost $4 per ticket; medium-budget films(budget between $10,000,000 and $50,000,000) cost $6 per ticket; big-budget films(over $50,000,000) cost $8 per ticket. Obviously, this will cut into everyone’s profit, but if it gets more people to get out of their house and go to the movies, then that will increase overall box-office revenue. It may also help to lower the costs on productions when the talent on the production receive a cut of the profit. Maybe this will encourage productions to be more efficient in their films and help lower the actor’s salaries. Does anyone honestly think that George Clooney’s performance in “Good Night, and Good Luck” could have been any better had he been paid $20,000,000? He kicked ass because he is a professional, not because of the money he was being paid. As long as actors get paid exorbitant sums for doing one of the best jobs in the world, budgets will continue to be high. And those high budgets will be passed on down the line until they finally hit John & Jane Q. Public who want to take their two kids out to a movie on a Friday night and end up spending $35 on tickets, $20 on concessions, $30 for dinner at Pizza Hut, and $10 in gas for the SUV. Compare the choices: $95 for dinner and a movie out; or $4 for a DVD rental, $20 for a couple of pizzas to go, $10 worth of snacks at the grocery store, $10 worth of gas, for a grand total of $44. For a working family, $50 a week is $200 per month, and $2,500 per year. It’s a pretty easy choice.
Hope these solutions help. I also have some good angles that you can work with the ladies but I bet that flashing your W-2 works pretty well for you. Let me know the next time that you are in the ‘Burgh, my girlfriend and I will drag you out to some bars you’ve never been to.
Here we go, Stillers, Here we go!!!!
Comment by Deven Dittrich -
I have read most of these comments and feel the answer to your question has yet to be answered.
E-mail me with an invitation to lunch and a movie at the theater then we will discuss, and I will help you solve, your little problem. I live not too far from you in Dallas so hope to hear from you soon.
Sincerely,
Jewel Rose
Comment by Jewel Rose -
1. Make fewer bad movies. Or at least make fewer big budget obviously bad movies and then spend an equal amount on pre-release marketting trying to trick enough people to come to the theater to get a non-negative ROI that first weekend.
2. Push that DVD/PPV/rental/syndication schedule out; way out. Right now it’s far too easy for someone to pass on seeing a movie in the theater since they know it will be at Walmart (often for less than the cost of seeing it in the theater) in less than three months. Maybe if people knew the DVD wouldn’t show up for a year or more then they might be tempted to see it in the theaters.
3. Figure out a reasonable pricing formula and structure which lets both the theater and studio make money at a lower cost to the consumer. Shift the risk & reward back to the studios (see #1) while letting the theaters recover costs and make profits when they pull in more patrons. (I know theater owners make their money from concessions, so complaining about those prices is futile.)
4. Continue marketting beyond the opening weekend. Since the studios get the highest percentage during the opening week almost all advertising (beyond the newspaper listings) is prior to the film opening. (And much of it is often deceptive or misleading, especially for probable-bombs.) Remind folks what they’re missing, maybe even remind them why they might want to see it a second time.
5. Emphasize the benefit of movie theater over home theater. Big Screen, Big Sound, and make sure both are THX quality. (But, for gods sakes, don’t make it so loud I need earplugs.)
6. Cross-marketting to reduce consumer costs. Several people have mentioned DVD discounts for seeing it in the theater. How about movie ticket discounts with the Happy Meal and toy tie-ins?
7. Encourage word-of-mouth : your friend gets a $1 off their ticket with your used ticket.
Comment by Eric Ball -
also paying people to walk around with video billboards in larger cities could very well help 😉
Comment by dean adams -
pick a large retailer in every mall( blockbuster comes to mind) and see if a deal can be set up where your movies previews are shown on all their screens for a cheaper rate then putting them all on TV exclusively. Or maybe spend your advertising dollars on demographic specific channels. Advertise sports movies on ESPN and comedies on Comedy Central etc.
Im sure you have access to demographics by channel and im sure you can figure out who your movies will be targeting as well.
Also with the growth of XM(which I have) and Sirius radios you may do well to focus on thier more popular staions as well.(Opie and Anthony, Ron and Fez, Oprah, Howard Stern, Ellen Degeneres)
Comment by dean adams -
Sorry if this was mentioned before, I didn’t really have time to read through the huge list of responses. I think the problem lies with the theatres themselves. You want to change the entire movie business… why not start there? It’s tough for people to justify going to a movie for $12 a pop. Why not make the entire experience worth the money? My idea:
Change the movie experience. Add HD Movies, surround sound, comfortable seating (I’m talking nice comfy couches/love seats/recliners), service (waiters/waitresses). Make it more of an experience to go to the movies, not just a monotonous “you know the drill” event/date.
You want to pull more people in with different marketing schemes… I say cut out the middle man and start a small upscale theatre chain. Plant these chains in some test markets and check it out. If people are willing to pay $12 a pop for a movie, why not $15 AND you cut out the middle man.
Mr. Cuban, I hope this finds you and finds you well. It might not be what you are looking for, but you truely are the MAN.
Thanks for the time.
Comment by Ben Johnson -
Mr. Cuban,
What questions do consumers consider to determine if they want to spend their money on something? I have a list and will follow with a brief summary of each. Here are what consumers consider:
1)Can I afford it?
The obvious answer to this is yes. Even if tickets were $20 a person, the movie industry would still be a dominant source of entertainment. Whatever product or service you are putting out to the market has to have it’s value out-weigh the price. It’s like a teeter-totter. If value is greater than price, people are going to go. If price is greater than value, people aren’t going to go. It’s that simple.
2)Do I want it?
Movies create an opportunity to get out, escape the daily trials and tribulations of life, and relax. From some of the previous submitted responses, I see that not many responses include the problem of, “I just don’t like movies.” Movies let your imagination go wild, they tell you a story, and create, (if good), emotional attachments to the characters.
3)Is it unique?
The next best thing. Just as good as the last one. These statements create a connection to things already produced. People want something new, something different, something that they can feel has been created just for them. An example of this is the annual, “first great film of the year” that is the main pitch of every movie’s preview. A question to all, “How many times have you been disappointed after seeing a movie that have had amazing previews?” I know that I’m getting a little bit off track, but a big problem with previews is that they show all the good parts of the movie. You walk in and they you walk out with the same feeling. How about some mystery and guessing? How about a preview show a part, just a part of a dramatic part of a movie, followed by a fade to black, the title of the movie appears, and for good measure, a critical line from the movie whispered in the black. It doesn’t matter what it is, it’s different, it’s unique? KEEP THEM GUESSING AND WANTING MORE!
4)Does the company, brand name, etc. come with a respectable and honorable reputation?
Word of mouth is the most effective and productive form of marketing. If a customer comes away with a feeling of, “Wow, they actually took time to listen to me”, rather than, “They took my money, now they’re happy”, you are ahead of the rest. It’s safe to say that everyone has recommended something to a friend or family member, from restaurants to beauty salons to babysitters. Your consumers need to walk away with a feeling of a new-found loyalty, a good feeling inside without remorse for their purchase. Like Mavericks season-ticket holders, you’re hoping for them to re-new and come back. All you should strive for is that someone will come by once, give your product or service a try, the rest is up to you. And if you’re doing right, that customer will come back time and time again, with a bigger crowd everytime.
* Of course there are other questions that people consider before they spend their money, and different products and services derive different questions. The one’s I mentioned are questions that I believe are more commonly pondered no matter the purchase.
**Mark, I appreciate and respect you taking the time to chat with your fans. I’m looking forward to the next basketball related question you pose! Best of luck and hope to meet to you soon.
Comment by Michael Wolf -
Mark love your site and here is my crazy idea for the movie challenge: bring back the drive in…ever notice the neighborhood paties where they put movies on outside…jam packed..although niche idea could get you 10-12 jam packed showings extra a year!
Comment by craig Gordon -
I’m disabled and it’s a real pain to get out, not to mention finding someone to go with and all that. How about a “party bus” concept where people can meet up for a night out? I’d be willing to pay $50+ dollars for a great night out!
Comment by Patrick G -
it’s not the large screen or louder sound that drags me in the theatre; it’s the idea. it’s the script. it’s something that interests me and makes me too impatient to wait for the dvd. the movie should interest me. and my type. now there’s a little bit for everyone in a movie. disney princesses have breasts so adults will look too. romance scene in an action movie, so ladies would come too. clichees on top of other clichees. no more strong personality, because everyone must be happy when the light go on. unfortunately this recipe just dillutes the content; one flavor is stronger than a mix of ten. many won’t like it. but those who do will come see the premiere. they won’t wait for the dvd or the torrent.
i don’t write this for a job; i live in europe, the office would be too far from home. but if i contribute to a movie with personality, then i’ll go watch it for sure.
Comment by halap -
Movie Discussion Groups
Taking a page from the success of book discussion groups, provide movie-goers with the online infrastructure to self-form and manage groups of like-minded individuals. Through an ongoing online discussion/voting process, the clubs would regularly meet-up at the theater, watch a film together, and then discuss afterwards in a social setting, i.e. coffee house, restaurant, bar, etc. In exchange for purchasing blocks of movie passes, the clubs would receive perks like discounted pricing, reserved block seating, and discounted beverage/food deals with nearby partner establishments (this is where the discussion can continue after the film).
More than anything else, people want to have quality _in-person_ interactions with others. Unfortunately the current movie-going experience is still a very solitary one. The only people you really connect with are those, if any, in your immediate party. Pretty much everyone else, you’re in competition with–for seats, silence, etc. Sure you’re literally “getting out of the house,” but so what… at movie theaters today, you’re rarely, if ever, make quality connections with others. If you’re just going to interact with your closest friends and family, than doesn’t it make sense to stay home, rent a film, and save a bunch of time and money?
Invert this situation with movie discussion clubs that make theater-going the much richer, valuable social experience that it should be. Clubs can be public or private (invitation only) and themed in dozens of ways–e.g. genre, age group, relationship status, etc.
In a country where books like “Bowling Alone” have recently hit a major chord, the populace is hungry for new social structures like this.
Comment by Jack Templin -
Viral marketing, and dominating the youth market are the two steps everyone seems to be passing up, and I believe when combining them the movie climate will change. Of course, the movies have to be worth seeing too.
Viral marketing, not in the uber-geek internet only form, but in broad scale tie-ins. Go to your product sponsors to create ‘clues’ and ‘peices’ that will be involved in an international game. The game/puzzle would be sourced off the internet, but only in the most basic of forums. Offer people multiple public forums (ex: an adult forum, a teen forum, and a youth forum–different people talk in different ways). From these forms people will be trained less to work things out themselves, but will be required to start talking about the movie. And once people start talking online it’s only a short period before it begins off.
That’s when you begin phase two. Release enigmatic viral commercials on national television. Have faith in your new found free-public relation friends. As questions are asked they will jump in and inform everyone about the movie for you. You’re more or less creating the first season of loss in commercials.
Third phase: The ‘Snakes on a Plane’ Clause. Allow everyone to advertise and create for you. Let fan made trailers roam the internet (they’re probably better than the free ones). Offer digital press kits to the public, and increase the feeling of creation. People want to say ‘I did that,’ even if it’s a five second bar of music orchestrated in GarageBand, and tacked onto the credits at the end.
But to begin all this you must first win the kids, they are your biggest and most unwavering ally in the fight for the traditional cinema. They love simple spectacle the way we want everyone to.
To do this release the viral ad marketing first on them. Tie-in with candy bars, and other items that are at a two-foot tall child’s eye-level in the grocery store. They dig the internet, and they get the intricacies of these things instantly. Plus, they’ll tell their parents. Plus, their parents will buy them more of the merchandise to cotinue the game to ensure the kids continue having something to talk about. Then the parents will be excited for the members, talk to friends, join the campaign (with their children, likely), and so on. And while you’re at it donate. DONATE, DONATE, DONATE. War of the Worlds did a great job of this by donating a baseball field they built for filming to that community. Do this everywhere. Build cheap, cost effective thanks and donate them. They’re tax write-offs, their news worthy, and–best of all–they help people.
If a movie is made for kids–it has to be good, or at least something new–it is bound for multiple viewings. Families want to see movies, and single twenty-somethings and older want to be nostalgic or retro.
Once you’ve proved to people that your company is dedicated to good cinema (and good deeds) through these kids movies you have a great chance at expanding. Not only because people will be more likely to recognize your name and the writer and directors affiliated with it, but from the lessons you’ve learned on these previous films.
I’d love for you to hire me, but, truthfuly, the best play you can make, Mark, is to hire everyone else in the world. They’re wanting to work for you, and the cost is simple: a little bit of credit, and the feeling they conrtibuted. That what they’re paying $8-$15 bucks to see each weekend is as much theirs as it is yours.
Comment by Christopher Plante -
Mark,
I would say that the biggest problem with movie advertising is that many of these movies are completely indistinguishable from one another. They have become intensely derivative. As a marketer, then, you have to be able to show why your movie is better/more interesting than the rest, and this cannot be done with a simple trailer or movie poster. A good way to do this would be to mass mail DVDs with promotional material on upcoming movies (DVD players are in some 80m households). This promotional material should include:
+ information on the movie’s backstory
+ short actor, director, writer interviews
+ short “making of…” piece
+ interactive material for when the DVD is placed in a computer DVD drive such as a link to the website.
This, obviously, should be less information than would go in the final retail DVD, but enough to peak the audience’s interest.
Additionally, you could do some cross promotion with other media. You could link to bands that have put music on the soundtrack (either link to the band, or to iTunes, or Amazon); to, say, a related History channel documentary or books on the subject; etc. All of this cross promotion gets people more excited about the actual movie.
You wouldn’t even have to send out one DVD per movie; you could put one 3 month’s worth of upcoming movies on each DVD. This would allow smaller independent movies to free ride on the advertising budget of larger movies.
I would guess that the per DVD cost including shipping would be about $0.60, lower if there is cross promotion, and the total cost could be spread over multiple films (however many you release in a three month window).
Go Hoosiers.
Drew.
Comment by Drew -
To totally oversimply my idea, it’s a movie theater “mashup”
The mashup takes the best of the film festival like SXSW, the best of the Alamo food concept, and the wifi cyber cafe and rolls them in to one theater experience where you can enjoy a movie, stay connected and have great food.
It all exists here in Austin in bits and pieces, you just have to roll it all up in to one concept.
Comment by Paul Terry Walhus -
In part response to Eric’s comments, http://bside.com has already created the ultimate fan goers movie site. These guys were a huge hit at http://sxsw.com
Another idea is to have a year round film festival with different themes, documentary, sci fi, etc. bundle this idea in to my comment above about creating a prototype in Austin at the old Aquarius with the film festival concept.
Comment by Paul Terry Walhus -
The most successful movie theater in Austin is the Alamo Draft House. Maybe they’re in Dallas. They pack people in because they provide food. They have a counter running the length of every aisle and you can order pizza, salad, beer, etc.
Take that counter and make it into a lcd touch screen and let people use it to surf the net, order food, interact with each other about the movie, send email, etc.
I know a buy who has a movie theater in Austin, it’s the old Aquarius out in Montopolis. I could approach him about doing a prototype there.
I think we could build this and prove it out.
Austin would be ready for this since they’ve already had the Alamo experience. You could modularize seating area by having moveable partitions so that parties would be possible.
We may have a place to test this and a population in Austin all ready for the next generation of what the Alamo is already doing.
Comment by Paul Terry Walhus -
You’re trying to convince people to keep doing something they don’t want to do.
The solution: forget the theater. Stop spending millions of dollars to make film prints. Just make DVD’s and offer your stuff on TV and the web. Problem solved.
Comment by Matthew Marshall -
The biggest reason I have not gone to the movies in the last 3 years has been the arrival of a child. Getting a babysitter to see a movie is usually difficult. And, if we get a babysitter, we usually find something better to do – like go to dinner or out for a drink. When we get a moment to ourselves, going to the movies is not what we are looking to do despite the fact that we lament missing all of the new releases. Instead, we wait for it to come to DVD and watch it at our leisure on our home theatre system.
One thought I have had for an improved movie experience is smaller, more intimate viewing facilities. I am thinking the facilities would support small parties and feature high quality home theater type components rather than a large theatre with large components. These smaller venues could be BYOB or offer alcholic beverages and have GOOD food. Basically, I see this as a way for a group of people who already know each other to get together, dine, socialize AND see a movie.
Viewing times could be by appointment, or as parties arrive. The cost model could be based on the size/capacity of the room and/or the number of people in the party. Perhaps there could be ad-hoc rooms with small parties pulled together as per the Benihana (Japanese steak house) table approach.
If a venue like this existed, then the next time I get a babysitter I could see my wife and I choosing to go out for dinner, movie + drink all at one stop w/some friends if we wish instead of deciding to skip the movie in lieu of a better dining/social experience. Remember the movies offer absolutely nothing with regard to a dining/social experience which is exactly what many of us with less time for recreation are looking for when we get a chance to escape from the daily grind.
One more thing, the overtness and abundance of commercials, advertisements and branding that goes on at the theatres is absolutely disgusting… It’s pretty tacky, too. Perhaps, an environment where the desire to make money off of me was a little more subtle would be more palatable to the consumer.
Comment by Romano -
Why do people still go to baseball games, basketball games, hockey games, etc? Is it because of the game? Partly, but mainly it’s the act of getting out of the house and actually DOING something. It’s also about sharing an experience with your family and friends and creating memories that last lifetimes. And it’s about people-watching and looking good in public… sporting events are largely social events with the game just being one part of the equation.
But unfortunately, the act of going to the movie theaters simply involves going into a dark room, sitting in a chair and starring at a large screen, while interacting very little with your fellow movie-goers.
So, what needs to be done is to make the movie-going experience more of a social event… make it something people will want to do even if they don’t expect the movie to be that great.
Now how can you make going to the movies more of a social event? Here are some ideas:
1. Instead of playing those annoying audio PSAs and commercials before the movie starts, try playing some medium-volume music that appeals to the demographic of the movie. This way, while waiting for the lights to dim and the movie to begin, people will be more likely to talk casually with their friends, and not worry about being over heard by strangers.
2. Give away free stuff to the first people showing up for a certain movie on opening day. This could be movie-related merchandise, free movie tickets, free DVDs, free movie-soundtracks, free rentals at netflix, gift certificates to best buy, whatever, anything that doesn’t suck.
3. Install some photo-booths in the theater lobby or outside the viewing rooms. These should not stand out but should be tucked in somewhere where passers-by happen upon them. This will help people create memories out of the movie experience.
4. Tie-in movie tickets with meals at more local eateries, not just the fast food chains. People are sick of fast food… I havent eaten that crap in over 6 years.
5. Have local bands play at the theaters before showings.
6. Have LAN parties before movies relating to video/computer games. Give away prizes to winners.
7. Basically, people need more incentives to go to the movies, other than just to see a movie. The social aspect is the real key. I could think of more ideas to give ya but it’s late and I’m tired. If you want more, just give me a job 🙂
-john
Comment by JB -
#1 Something in which every person in the U.S. will know where to go if they want to know about movies. A tv channel thats sole function is too have a listing of trailers for every current movie in theatre and every upcoming movie. Have a toolbar of type of movies..comedy etc. and let the people compare previews, and find what they want. I won’t have to search all day for individual website’s to find a trailer. Key is cost….this channel would be nonstop but would have a crapload of sponsors. price can be split by movie companies and theatres……they all benefit from it. I dunno, somehow do a local access channel for each city that is cheap as hell….does the same as above and lists movie times
#2 DON’T ADVERTISE. Personally, I learn information on if I want to go to a movie or not from media reviews. IMO 1% of the population has seen your current advertising, less have been affected.
HAS ANYONE SERIOUSLY SEEN CUBAN’S ADVERTISING WITHOUT GOING OUT OF THERE WAY TO DO SO.
Comment by bucknut5 -
Ooops, here’s the URL for “Broadway Across America” in Orlando:
http://www.broadwayacrossamerica.com/baa.flash.web/start.html
Comment by Ken Carpenter -
Don’t market the movies — market the studio!
You’re already diluting your own products with so many different production brands — Magnolia Pictures, 2929 Entertainment, HDNet Films … you’re competing against yourself, for God’s sake!
One brand — all great films! Make me want to see every movie you make, before you even make them!
Then, sell movie tickets the way touring Broadway shows sell tickets — advance subscriptions for a schedule of plays/musicals well in adavnce of their showing. Sell reserved seats.
Here’s how they sell Broadway shows in Orlando, for instance: click here.
If I want good seats for “The Lion King,” I have to buy tickets for the shows … if I want good seats for the Mavs vs. the Spurs, I better buy some kind of season ticket.
Or, sell tickets the way Elton John does — one city at a time! Roll out the movies on different days in different markets, then spend your marketing dollars locally instead of nationally! Have 10-20 opening weekends instead of 1!! Then word will spread like it did for “Big Fat Greek Wedding.”
Other random ideas for Landmark Theaters:
* Charge MORE for the tickets! Eliminate the riff-raff … but give me a reserved seat with Bose headphones so I can’t hear the loudmouths. I’ll go $12 per ducat …
* Make everything at the concession stands the same price, say, $4 or $5 — the kids who work there, and the customers, are too dumb to handle multiple transactions!! 3 Cokes and 2 popcorns = $20 … 2 Goobers, 2 Cokes, 2 popcorns = $24 … etc.
* Vending machines!! Lots of them!! A few right in the hallways going into each screen! (They shut off automatically when the movie starts.) … $5 bills only, 2 Cokes for $5!!
Comment by Ken Carpenter -
1. Most of the time when my friends and I watch movies it’s to make fun of them for being so bad. So why not do that at the theatres like a sort of “Mystery Science Theatre 3000” night (or in short MST3K) with the people who frequent that theatre voting on the worst movie they’ve seen that they think deserves to be mocked then bringing in local comics to rip into it. This could very well bring some of the cost of the experience down if people vote for older films as opposed to newer ones.
2. A change in concession stands. Instead of having the usual popcorn, drinks, snacks, etc.
Reduce that standard area by half and rent out the unused section (with a few changes for easy
set up) to local eating establishments so the customer would have a wider range of choices and
some of the restaurants would have a way of attracting more customers without having to resort to lots of newspaper adds (just a small reduction in price for food), just a rental fee for the day/night. Then start rotating this free space and allow the customers to vote on that as well so they get what they want.
3. Change the music. Admittedly the music isn’t that bad but I like a bit of variety. Create a voting system for people to use, they can compile a list of the sort of music they like (classical, techno, rock, etc) and the largest totals will be used to make a diverse mix of music to listen to before the movie starts. However they can only vote once at the theatre before seeing the movie.
4. Updated arcade machines. While waiting in the lobby isn’t that bad (as long as I bring a
book) it would be slightly more entertaining with some different arcade machines. Not that I’m talking about getting the theatres a bunch of arcade machines but instead go with something like the old Neo-Geo machines which had a selection of four games to choose from. Or to go a step further get a arcade machine with the insides of a standard computer but loaded with emulation software so it can run dozens if not hundreds of older games (shooters, RPG’s, puzzle, strategy) along with any new games developers in the local area would like to try out, though it might be nice to adjust the coin to credit ratio.
Comment by James Barnhill -
Mark-
How about a dedicated channel on TV for movie previews. This will show people what new movies are coming out there and what the movie will be about. Maybe even offer on the channel a talk type show with a host/hostess and a character or even director who will be in the movie. With the amount of TV people watch these days I think a channel that is dedicated to movie previews and insite would be watched, because it would give us the opportunity to watch the channel at our convenience and see what movies are coming up and what they might be about.
Comment by Bill -
Forgive the elitist in me, but the problem is that you’re not asking the right people. The 899 people who have responded to this blog are not your average movie-goers. The 899 people here are educated readers who will go to see movies provided they meet a few criteria: lower prices, better and smarter content, and improved venues. The crowd that reads your blog are interested in new and exciting films…we don’t really need to be marketed to…we’ll seek out thought-provoking films on our own.
Now, if you want to move beyond this small, niche market, then you’ll have to start thinking the way the rest of the population thinks (or doesn’t think). Movies for most people are mindless, passive entertainment–that is all. To the majority, movies are not art, they are not “experiences,” they are not made by auteurs.
It’s time to break with the past. The theatre model is dying because its time has come…it’s as simple as that. Since home entertainment can offer a similar to better experience than the movie theaters can, then, why, why, WHY try to fight it?
To put people back in the theaters, to reclaim the “novelty” of times past, a new novelty must be introduced. The theaters HAVE to offer a different experience. Food, better movies, special screenings–these things barely change the entertainment experience–they are not new, they are not grand.
To move beyond small, art house screenings, (which can be lucrative, but only on a small scale) then technology must be embraced…frankly the only savior I see is a fundamental shift in the entertainment experience itself. For now, that answer is the new 3D technology coupled with digital projection. All other efforts are like trying to stop a runaway 500 pound gorilla by throwing a banana peel…and hoping he slips.
Comment by russ -
First of all, the problem is not about the prices being too high. During the late 50’s and early 60’s, an adult ticket to the movies ranged between 50 cents and three dollars. Take 40 years worth of inflation into account, and the $3 price is not that much different from today’s prices.
So what’s the big difference between then and now? Choices. There used to be a three-tiered system for distributing movies, which meant the public had three different ways of buying:
Tier 1) For three bucks, you could take your best girl downtown and see a first-run movie in a big opulant movie palace. More importantly, the experience was very much a ‘night on the town’ with immaculately clean theaters, uniformed ushers, (or better yet, userhettes), and no waiting in line (especially not outside). Customers were treated like customers, and they acted like customers. There was no problem with people talking during the movie because the customers wouldn’t put up with it. It was a relatively expensive evening out (for the time), but most people seemed to feel that they got what they paid for.
Tier 2) Or, for a buck or less, you could go to the neighborhood Bijou. The audience there was younger & rowdier. The movies were either 2nd run features or B-pictures that the studios had decided wouldn’t survive in a tier 1 venue (the 1950s equivalent of going “straight to video”). Tier 2 theaters provided a place to go for a budget date; there was a lot more making out in the back row. On weekends, Tier 2 theaters even provided babysitting services of a sort. (They called them ‘kiddy matinees’ and tickets were only a quarter. My folks used to send me to the movies every Saturday; in retrospect I suppose it provided them with some peace and quiet on Saturday afternoons).
Tier 3 – You could wait until the movie showed up on television. It was a lot less fun than going to the movies, and you had to wait a year or more after it played at the tier 2 theaters, but it was the cheapest alternative.
Today – this business model has been replaced.
Tier 1) The multiplexes are trying to occupy the top tier that used to be occupied by the downtown movie palaces. Taking inflation into account, multiplex prices are roughly equivalent to the old downtown prices.
Tier 2) There aren’t two tiers of the “going out to the movies experience” any more; there’s just one – the multiplex, which is priced like the old downtown theaters, but which provides an experience that has a lot more in common with the old neighborhood Bijou. It is as if McDonalds cut out the low-price hamburger, and jacked up the price of the Big Mac to seven dollars and fifty cents.
Tier 3) Today’s third tier movie experience is provided by home theater and the DVD. And just as was the case in my youth, this third tier provides a vastly inferior experience to either tier one or tier two – but that’s another post…
So — how to get people back into the theaters? Let’s own up to the fact that the neighborhood multiplex is a poor substitute for the Tier One movie experience of the past. With its chatty customers, ringing cel phones, sticky floors, crappy food and second rate movies, it’s tier two at best.
What’s needed is a replacement for the old ‘night-on-the-town’ downtown theater model — theaters that people will go to when they want to splurge.
The answer isn’t making the multiplex cheaper, or making it a little bit better (or cleaner, or better lit or whatever).
The answer is providing a venue that’s a WHOLE LOT BETTER than the multiplex with a HIGHER ticket price – a price occupying a niche below the price of going to a concert (which at todays prices is over $100 a ticket) but above the price of going to the multiplex (for $10 – $12).
Of course, if you want an audience to pay MORE than $10-$12 for a movie – you’re going to have to provide much more than just a movie, and you must provide much MUCH more than the multiplex provides. You’re going to have to provide a truly memorable “out-on-the-town” experience. How?
For example, what if a big romance like “Titanic” had opened – not at the local multiplex – but at a big dinner-theater in downtown San Francisco, (or NYC or LA or Chicago) at $50 a ticket (including dinner)? What if the *only* way to see Titanic for the first six months after its release had been to see it at this venue? How much could you have charged (especially if it invariably sold out every show)? What if there were parties with dancing after each screening of the film? What if there were buses to take the audience to a cruise ship parked in SF Bay, where they could sail up and down the coast until midnight? How much could you have charged?
Of course, not every film can succeed at such astronomica prices. People love to complain about the quality of movies today. I agree that the quality of much of what’s at the multiplex is awful. But that’s because Hollywood’s business model is based on the old 2nd-tier theater experience.
When I was a kid, I used to love going to those second tier theaters to see double (or even triple) features of monster movies, 2nd run adventure films and other B-movies. That demanded a constant stream of movies. That’s how Roger Corman got started. He recognized that what was filling the seats at the 2nd tier theaters (which is where he made his money) was not quality films. The audience at those theaters wasn’t all that concerned with the quality of the films. (Many of them were more interested in making out in the back row).
Today, what Hollywood is providing is mostly big-budget versions of the same monster movies, adventure films and B-movies that filled the 2nd tier neighborhood Bijou theaters back in the day. So it should be no surprise that the multiplexes have become little more than higher priced versions of those 2nd tier neighborhood bijous – the perfect venue for all this crap.
The absence of a 1st tier theater creates a huge barrier for character-and-plot-driven films (such as Good Night and Good Luck for example). The great character-and-plot driven movies of the 50s and 60s made much of their money in the big downtown theaters, where they could play exclusively for months at a time at premium prices. Afterwards, they could go to the neighborhood Bijou to earn a little extra money at fifty cents a ticket, in much the same way movies now go to DVD.
The problem is that a “classy” film like GN&GL really wants a “classy” venue that provides a whole night-on-the-town experience for a more affluent audience. The *real* audience for films like GN&GL won’t go to the multiplex to see it, because it’s such an ordeal. (In my own case, I waited for the DVD, even though I badly wanted to see the film when it had its theatrical run.)
If you want to draw the audience that used to go to the movies downtown (and there’s a lot of money in those 30-40-50 year old wallets), you’ve got to provide the “night-on-the-town” experience that the big downtown theaters used to provide.
Comment by George -
Hello Cuban, when my business partner and I read of your marketing dilemma an awesome idea immediately came to mind. The idea was a perfect fit with a multi million dollar idea my partner and I have had for some time now.
This idea is a way to market movies in a completely different way and it works for any and all kinds of movies. The idea will definitely change the dynamics and the economics of how films will be promoted. The great part about this marking idea is that the scheme will generate money itself as well as excitement for all up coming films.
I know, enough with the self promotion, here’s the pitch.
Produce a reality show that showcases the making of the film that we are trying to promote. This marketing approach is a great idea for the following reasons:
1) This will be an original program for HDNet.
2) The program itself will bring in revenue
3) This will be an exciting way to promote every type of film.
The great thing about this idea is that it has been tried, tested, and met with immense success in the music industry and we think it will be the perfect promotional idea for motion pictures as well.
You may remember the reality show “Making of the Band” as showcased on MTV. This show is one of the most popular shows on MTV. During the first season the show took a bunch of unknown rappers and promoted an album by showing the band member as they worked behind the scenes to produce their up and coming CD.
I think that you will find what happened after the conclusion of the show very intriguing. With the conclusion of the season the much anticipated album quickly went gold. The show is such an overwhelming success that it is now in its third season.
Luck would have it that my business partner is a very talented script writer and I am his manager. We are both displaced Katrina victims and he has written a potential blockbuster film and series that takes place in post Katrina New Orleans. I think that this film would be an excellent movie to try this marketing approach on.
Please contact for movie/series synopsis and the multi-million dollar idea I mentioned earlier. I will not post it here for obvious reasons, but this idea will rival HDNet.
Comment by Joel Drummer -
Seperate movie theaters by age group.
As an adult, one of the main reasons I don;t go to the movies is because I know I’ll have to deal with the antics, food throwing, cell phones, talking, and otherwise outlandish and disruptive behavior by the pre-teens and teenagers there.
If there was a 21 and older theatre, I’d go there exclusively.
Comment by Joshua Bengal -
Fools!
It can’t be done!!!
Comment by Mike -
Fools!
It can’t be done!!!
Comment by Mike -
Simple. Make going to the movies “magical” again. There was a time when seeing a movie on the big screen was an event, and now at 30, it didn’t seem that long ago. Now? Seeing a movie on the big screen seems only like a small step up from seeing it on my television via DVD. Sometimes it’s a step down, when you consider rude patrons, 20 minute commercials, and sometimes less that spectacular theaters.
How do you make it magical again? I think you need to make the experience vastly superior to the one experienced at home without getting too gimicky. Some of this is starting to manifest itself already with movies on IMAX and 3D, but maybe we need to think even bigger. The theater experience has to be unique and wonderful enough that I simply can’t “just wait til the DVD comes out.”
Push more films onto special screens (IMAX, bigger screen, wider screens, concaved screens, etc). Improve the sound quality so that it’s unmatched at home — not louder, but more realistic. Use some of the improved 3D technology for special screenings. Have special events (like El Capitan) where there is something else besides just the movie drawing people in.
I didn’t stop going to the theater cause movies sucked. I stopped going because of DVDs and price. Spending $20 (for me and my wife) to see a movie at the theater doesn’t seem economical when I can rent it in 4 months for $4 (or less with Netflix) or even buy it for $15. The experience presented at the theater is generally nicer than my home theater because of the bigger screen and better sound — but it’s not enough to make me part with $20 instead of $4.
Comment by Kenneth Johnson -
People who seek an attorney, typically trust them. Somehow get Magnolia Pictures aligned with an affinity group, such as the American Bar Associations. Send out through email or dvd 5 minute samples from the movie. Hopefully, this trusted affinity group will go tell their clients, who then tell, their friends, etc etc…
Comment by Jason Raznick -
I haven’t read many of the entries, but I believe what must be sold is the “experience”. The movie will be loved, hated, recommended or panned. But if the “experience” is high quality, the movie will become secondary. In an attempt to market to the married with children, never get out crowd, why not have turn-key packages available. Have sub contracted, and obviously screened, babysitters ready to solve that problem. Add on transportation, VIP seating, food, concessions, etc. People are very used to that sort of add-on mindset, (think travel), and they can control the expense. I think that market has the discretionary income to pay for more the just “seeing a movie” as they can do that from home. But to get out, be treated wonderfully, without the children, in an adult environment, I think would work.
Comment by Joe Pasko -
Mark –
All you need to do is get back on the news/ national television and tell the world that you are going to randomly hire one person who attends your movie. 18+ older is the only requirement. Drawing will be completely random.
That is what you did in order to get all this buzz going. And look at Donald Trump with the Apprentice. The entire success of the show is based upon working for Mr Trump. Any sane person in America wants to work for you – and therefore they’d attend your movie for a chance at winning their dream job. No restrictions on how many times you can attend the movie to improve your chances. Which of course, only helps your revenue.
And the best part, it costs you nothing!
Comment by Melissa J -
Theatres need to give us something we cannot see at home. The pervasiveness of digital media gives us instant access to tons of new content. Why not capitalize on the availability of this content? Theatres can foster a sense of community and generate increased traffic by embracing the local film communities. One of the more enjoyable ads that invade my theatre-going experience are the coca-cola shorts. Why not obtain various shorts from local filmmakers and run them in place of commercials for this season’s ABC Family flop? Good and exclusive content before the movie will bring people out. Remember “Who Framed Roger Rabbit?” and the Pixar shorts? Have 10-15 minutes of fresh, local and exclusive content before the movies and you will bring people out.
Comment by Chris Mammarelli -
Set up a referral program (pyramid scheme) like Xango…
Problem solved.
You’re welcome.
Comment by Scott -
Okay, if I had a theater and wanted to get people to come to my theater instead of the guy down the street, I’d just make popcorn and a small soda on the house. The stuff costs next to nothing. Maybe charge a little more per person. Movie nights used to be fun because it was a cheap and easy date. Now it’s $40 for 2. I realize it’s giving away some high margin product, but I’m looking for market share. Make it week nights only to start, just make it consistent so movie go-ers get the word.
Second thought – serve some decent food so people can do dinner and a movie at once, and don’t charge exorbitant prices for it either. Put little flip up trays on the seats and a bag for the trash when you’re done. You want to change the economics of the movie business, you have to change the experience.
Comment by Lifesrichpageant -
The answer is airplanes!
Ok, bear with me. If you are trying to generate buzz, etc. You need a captive audience. With the exception of prisons (whose demographics are probably a poor choice). Nowhere, do you have a better place to get enough eyeballs to make a buzz difference to movie goers. Think about the possibilities.
1. Take over those horrible kiosks in airports and stock them with zero-day release movies. (probably the least interesting idea)
2. Partner with an airline. Get them to give you passenger demographics and pass out your movie to your target audience on the flight.
3. Have roaming vendors hang out at gates and pass out dvd’s/players in one airport. Collect them at the connecting airport.
4. Replace the inflight movie with yours and offer free headphones to passengers.
The possibilites are endless. And the recipients will thank you for giving them something to do. I really don’t understand why nobody is doing this in an era of airline perks disappearing. A lot of people have commented on the conditions in movie theaters. In most cases they are horrible. (I do like Alamo Drafthouses and Landmarks in Austin) However, people still come to see movies.
Comment by Skyler Thomas -
Here’s a thought:
Reveal less. Too many movies these days are given away by over-exposing previews. Entice me; don’t try to badger or impress me into seeing the film. Remember that a lot of minds are made up when seeing the preview.
And apply this minimalism everywhere. Enough with the thousand-and-one billboard ads, peanut gallery cardboard cut-outs, etc. The movie theaters themselves should take this to heart and give the places character — not make them halls of advertising.
Comment by DaveY -
So you want to know how to make more of us go to the Cinema? Look back to the golden age of film, when Hollywood wasn’t run by marketers and moneymen, when directors and writers with an artistic vision were allowed to speak freely. They captured our hearts and imaginations.
Basically stop making dross, repetitive, hackeneyed unoriginal films, be prepared to take a risk. No mroe sequels, franchises etc etc please. This is why I’ve stopped going to the cinema.
Please stop making trailers that last for 2 mins showing ALL the good bits of the film meaning we feel cheated and ripped off because the rest of the movie sucked ass.
Make it cheaper. I’m paying roughly £20 to see a movie just by myself, £40 if I take my gf and pay for her, and then throw in the concession stand… also I’m slightly above average height, I’m not having a Good Experience (TM) if my knees are smacking the back of the chair infront of me. I doubt the guy infront of me is either. Why would I want to go through that when I can kick back at home, stretch out on my sofa and enjoy the movie?
Comment by Tim L -
So you want to know how to make more of us go to the Cinema? Look back to the golden age of film, when Hollywood wasn’t run by marketers and moneymen, when directors and writers with an artistic vision were allowed to speak freely. They captured our hearts and imaginations.
Basically stop making dross, repetitive, hackeneyed unoriginal films, be prepared to take a risk. No mroe sequels, franchises etc etc please. This is why I’ve stopped going to the cinema.
Please stop making trailers that last for 2 mins showing ALL the good bits of the film meaning we feel cheated and ripped off because the rest of the movie sucked ass.
Make it cheaper. I’m paying roughly £20 to see a movie just by myself, £40 if I take my gf and pay for her, and then throw in the concession stand… also I’m slightly above average height, I’m not having a Good Experience (TM) if my knees are smacking the back of the chair infront of me. I doubt the guy infront of me is either. Why would I want to go through that when I can kick back at home, stretch out on my sofa and enjoy the movie?
Comment by Tim L -
simple:
stop making bad movies. stop paying these actors an exorborant amount of money. go back to the way old hollywood made movies – movies that were actually good (stop with the fucking studio execs who want to be directors or producers, stop with the fucking producers who want to be directors, AND LET THE FUCKING DIRECTOR DIRECT HIS MOVIE!!!). TOO MANY HANDS IN THE POT!!!!!
i work at a studio and i’m just sick and tired of movies – i haven’t enjoyed a movie in years (hell, i don’t even go anymore – how about that for marketing!!!).
fuck movies, fuck TV, fuck entertainment all together – everyone is just so full of themselves it’s stupid. americans should get off their fat asses and do something besides watching tv and movies. go workout, read a book, do something besides wasting your money on crap entertainment – maybe then hollywood will get it’s act together, but don’t count on it!!!!
hollywood doesn’t care about the public – so why should the public spend their hard earned money on shit????
Comment by balla -
This is a shot in the dark. Don’t market your movies. If you have big enough names starring and directing, the buzz will be created when they make the inevitable talk show rounds. Critics will, of course, contribute as well. The studio can then pass these savings on to the consumer by making it known that this is their philosophy, and all their movies are going to be discounted. This should keep viewers on their toes and alert to what might be comming out, which will create active participation on the part of consumers in researching your movies.
Comment by Parrish Theodore -
878 people posted before me, it’s likely no one will see this…
Now I know that this would never work because most people are asses and too many people would take advantage, but I would like to pay for a movie AFTER I have seen it and only if it was a good movie. How much incentive would this be for movie-makers and studios to make quality movies?
“Yeah but know one would pay!”
That may be true but what if I was given the option of not paying if I was not satisfied but before leaving the theater I had to provide personal information and non anonymous feedback as to what I didn’t like about the movie, I might think twice about opting out. You could make it painfully long and tedious to complete to encourage people who didn’t HATE the movie to pay and those who were dissatisfied would have a medium to express their dissatisfaction. I would have gladly spent 20 minutes to fill out a questionnaire about how crappy Terminator 3 was so that I didn’t have to pay $9 for that steaming load…
This would require significant investment, monitoring blah blah blah..Yes but so does a massive marketing campaign.
Imagine this: Coming to theaters this Thursday XYZ Staring ABC and EFG. synopsis, conflict, teaser. Amazing HD picture and 7.1 sound in stadium seating with a cup holder, and if you don’t like the movie..It’s Free…
Now I have a 65″ HDTV and a quality DVD player and I watch maybe 3-4 movies a week. I love movies I enjoy the theater experience, but the last movie I actually saw at the theater was Star Wars Episode 3.
I have no problem paying $9 for a GOOD movie but I have paid to see too many crappy movies. I am tired of wasting my money. So I choose to watch movies at home. If its crappy I only spend a few bucks for the whole family to see it. I didn’t have to find parking or stand in one of the 2 open lines on an 8 station box office. Make it easy and make it fun and pete sake, make better movies.
Most importantly absorb the risk of a crap movie by providing a money back guarantee…
Comment by Maurice Troute -
“So many channels and nothing’s on TV”. Sound familiar? With all the available channels why not have a movie trailer channel. A channel strictly concerning the movies with the same trailers you see in the theater but take it to the next level. Have interviews with the actors concerning the movie. Have facts about how the movie was made, production etc. Who are the people and brains behind the movie. Basically, all you ever wanted to know about the show and then some, but doing it in such a way that you still have to see the movie. You’re not giving the movie away.
This so called “Movie Channel” could cover a lot of ground in what makes up the movie, the stars, actors, extras, location, behind the scenes etc. You say there’s not enough new material out there to fill the space of a continuous channel for this purpose? I think not, Take your favorite show that spans an hour of “air-time” and remove the commercials. You’ll find the show time shrinks drastically. It would be a format that anyone could tune into anytime and preview the upcoming movies to find what interests them, other family members, or friends. It would be of a continuous loop type format like CNN uses and some of the other news networks, except it’s all about the movies. Think about it, when you want the latest weather at any given time, The Weather Channel. The news whenever CNN. There are already many specific format channels in existance, it’s not a new idea, just a different twist on an existing theme.
When you decide to hire me I have a career and will require a contract and sufficient notice to my employer. The details of my signing bonus and a 5 year initial contract can be discussed during the interview.
Comment by Roland Moorhead -
The main answer I think revolves around the concepts of hospitality and service. One of the main reasons people have for going out is to be “served” and experience “hospitality”. The feeling that other people are taking an interest in you. Its the human condition, the need to experience warmth from others.
The cinema experience has been getting increasingly cold and empty from this perspective. You make contact with theatre staff at the payment kiosk for a few seconds while they take your money, and then for a minute at the food kiosk when you buy your popcorn, but from then on you are on your own.
The cinemas themslves are quite small, and often during weekdays there is only a handful of people in the audience. So you feel little different than if you were watching the movie in your own lounge room at home. You dont feel so much a part of something bigger. True the screen is bigger, but thats all.
When I went to the cinema as a child, their was only one screen, and the place was enormous. Typically there were hundreds of people at a minimum in the audience. Second you had at least two or more staff members (usually yound ladies) patrolling up and down during the movie selling ice creams and confectionery. There would always be an intermission during which people could queue up at the front or back and obtain more food and drink from these people.
There was also the addition of a short film before the main feature – this also gave the impression that you were getting “something extra”.
You always had the feeling you were part of something, and were being “looked after”. This is almost completely missing from the current cinema experience. Why not just get a home theatre setup and stay at home?
Something needs to be done to humanize the movie goind experience, and to provide some desparately needed feeling that the customers are being looked after in some way. Ill leave that up to others to work out how to do that. I do think it needs doing.
Other obvious negatives are:
1. the extortinate and blatant rip-offs with the food and drink.
2. the movies themselves are mindless drivel badly in need of decent scripts. Not everyone has attention deficit disorder.
3. movies don’t hang around for long enough. Blink and you miss them. Usually by the time that I have heard about a movie, its already long gone.
Comment by barny rabbit -
Why do you want more people to go to the movies???
When you answer that one, then it is easy to know how
Comment by Jessica -
Sell the people less and the advertisers more. That doesn’t mean more ads, but better use of the ad time you have.
There’s been a paradigm shift. People go looking for content now. They surf the web, they watch tv, they read all kinds of stuff about the movies long before the movie surfaces. They make more informed decisions than they did when friday nights were “go to the movies” night. The studio will sell the movie, you need to position yourself as the best location to consume. The real focus of your dollars should be on making your location the best location to screen a movie. I don’t think you have to go crazy on ammenities, but making the movies something to experience is important. Here are a few ideas:
1. Start sizing screens. Put the blockbusters on larger-than-life screens. Put some films you wouldn’t otherwise show in a smaller space with a smaller screen. Make the movies look better than hdtv. This is expensive and won’t happen overnight, but consider it. I occasionally drive 3 hours to go see movies at an antique movie house that has one enormous viewing area with a balcony, and the screen there is gigantic. I also drive about an hour to see art-house films in a tiny theatre, because its the only way I’ll see them on any sort of big screen at all.
2. Pay the employees a little more, or hire an extra person or two, whatever it takes to keep the theatre clean and the interactions polite. This is such an obvious problem that has gone on for so long that it is particularly offensive and nearly everyone I ask tells me this is why they don’t go to the movies.
The ad revenue is a large part of the big picture now, or so it seems. Use the time before the film more wisely. Don’t advertise your theatre chain or tell people they need a beverage. That ship has sailed and you’re wasting everyone’s time. Don’t run slide-show ads before the show, or at least make them look like they are from this century. The slide shows for local businesses are just pathetic. If you need the ad revenue that badly, try talking to the studios. Most people (and most studios) would rather see an additional trailer than the slide show. If the studio isn’t paying well for trailers, drop them altogether (or threaten to) and consider 5 minutes of nothing but ads, but choose them wisely. BMW has commissioned some short films advertising their products; why is everyone showing 30-second coke and playstation ads? Reinvent the short as an ad, and get some people together to build some.
We had a new theatre open recently that had a large, pleasant crew and didn’t show ads before the films, and I’ve told everyone I know over the last month or so that its safe to go back to the movies. It makes a big difference. I often feel like the people running the majority of theatres must really hate the movies.
Comment by rob -
MOVIE TICKET STUB LOTTERY
Currently, movie goers are issued a ticket for the movie they will see. Currently, one part of the ticket stays with the movie goer as proof that the movie goer has paid the price of admission; the other part of the ticket is taken by a movie house employee just before seating movie goers. There are numbers on these tickets, no? There is proof that it is an actual ticket sold at the box office (with movie title, date, movie time specified, etc.), not just a ticket copy somebody made somewhere (no matter how good the artist). If there were steps the movie goer could take to use that movie stub to enter a LOTTERY, he/she might go to the movies more often just to get more ticket stubs to enter for the lottery drawing.
The movie industry could use the current two-part ticket system (if the same identifying information or numbers are on each part) or a three-part ticket system, one for the theater to keep for whatever purpose they currently collect them, one for the movie goer to keep — and produce if LOTTERY winner — and one part to enter into an unmovable, locked box in the theater lobby as the movie goer exits the theater (winning LOTTERY ticket to be randomly picked from this box, preferably in a public ceremony). Or the third part could be a little form to be filled out with special information from the ticket stub (lottery winner still being required to present proof of purchase — box office receipt, preferably showing the ticket stub number — and actual movie ticket stub. Or an Internet site could be established where a movie goer could enter the ticket stub number (eliminating the necessity of a locked box in the lobby) along with how to contact him/her if picked as a winner.
A system could be set up whereby actual purchase is definitely required (different states/different counties may have varying laws—if the word “lottery” is a problem, call it/define it as something else that would pass statutes and laws), that particular movie house could offer two free tickets (or whatever the movie house deems most appropriate for their clientele, free one-time large popcorn, free one-time super-sizing, one-time 50% off concession purchases, etc.) for that day’s or that week’s lottery drawing, and those winners — OR all non-winners from the locked box — would be entered into the grand drawing (coming out of the movie industry’s pocket, not the particular theater owner’s pocket) which would definitely make it worth the movie goers’ time and effort to enter. Perhaps the movie house where the lottery winner entered the winning grand prize ticket could also get some special perk that would make it worth their while to participate in the program. The grand prize drawing (one per state? one per region?) could occur once every 2, 3 or 6 months (not some far off 12 months later) with more “instant gratification” for the movie goer in mind. Such a program would generate free publicity (stories about local winners)…especially at first since it would be something new. Grand drawing prizes would need to be something anyone would want but that wouldn’t make the movie industry’s bean counters any more gray than they already are (more return than investment). Maybe a choice of something like an iPod-type gadget or paying up to a certain limit for someone’s electric or grocery bill; for the non-materialistic, a specified donation in their name for their favorite 501(C)(3) charity, school, alma mater. Maybe periodic special larger ticket prize drawings might be needed (i.e., lunch with a celebrity, small part on a commercial, etc.).
I’m currently unemployed. I’d LOVE a job offer!
Comment by Debbie Rogers -
I’ve often thought that theatres need to become more like places that people want to hang out at. I go once every few months, and there is little incentive to go to one movie theatre over another. This is as opposed to restaurants that I visit on a weekly basis. I form a bond with the waiters and service, the menu, etc.
So whats wrong with movie theatres? You go, you see the movie, and then you want to rush out as fast as possible. So how can you slow people down, even get people to come back on a regular basis regardless of whether they want to see a movie or not? Create a more social atmosphere that invites strangers who like the subject material to talk to each other and form a common bond. Maybe setup forums for each movie theatre so there is a central place people could talk and plan things before and after the movie. I could imagine “movie groups” forming with a little push from the movie theatres and the right structure. Maybe some prime seats in the movie theatre could be marked off as designated only for Movie Buddy seats, a program kind of like carpooling where you sign up, show up half an hour early for the movie, talk about the movie, the stars, the mythos, etc then are escorted into the movie theatre by the designated employee (who is basically a customer relations manager) to their prime seats. And it doesn’t just have to be the straight movies. How about after you’ve seen a movie, everyone is invited back a week later for a special “director’s commentator” at a budget price, making of, etc. DVDs have a bunch of advantages, bring some of those advantages to the theatres. It seems many movie theatres are relatively unused after the opening weekends, and theatres try to push forward the idea of special screenings for businesses and such, but what about television show finales, making ofs, etc. These are all products that are shown for free (ie advertiser sponsored) or added as bonuses on DVDs, why not charge budget movie theatre rates for the purpose of getting people used to hanging out at the theatre?
Finally, what about showing telvision shows, particularly sci-fi and such shows in the theatre? Imagine a season pass for 12 dollars for Lost. The show is shown multiple times per week, has no commercials, your season pass lets you watch every single episode, and after the season finale you could have marathons of 6 episodes each for the remaining month. Different theatres throughout a city could have different series, with the hope of consolodating people who like similar things in the same theatre. This was just sort of a stream of consciousness, hopefully some interesting ideas can be parsed out of it.
Comment by Richard M Mathis -
To add to previous comments about Austin’s Alamo Drafthouse: It’s not merely that you can order good food and eat on the counter in front of your seat, or even that they do fun live events. More than that the whole experience is fun, quirky, creative, unique.
People deliberately arrive 30 mins early because instead of the usual commodity theater ads-and-trivia crap, Alamo will run a series of old, quirky, campy, or just strange TV or movie clips (always somehow related to the film). Then their don’t-talk-during-the-movie PSA is always hilarious in itself, often customized with some Hollywood personality.
Among the preshow festivities are ads or announcements inviting you to Alamo’s upcoming local events (again, these ads are always locally made and funny). And usually the trailers will include some 30 yr old classic. The preshow spectacle is often better than the movie.
The experience is very pleasant and entertaining in many ways that all revolve around doing something cool, different, and creative to please customers — which of course makes the theater utterly unique (sadly).
Comment by Kevin -
Kind of interesting the number of people who have replied without realizing that you were asking about how to market your product. I would consider the number of replies that deal with the economics of your product rather telling…
At any rate, I’ll tell you this: I am your target. I have no idea what demographics you are shooting at, but I am a mid-30s individual with a family who loves going to the movies. But I don’t go that often. Oh, I used to go often when I was single and it was easier. Now I have a bit less time, and a family to support. Still like to go, though, and I can find a movie I’m interested in at least once a month.
So, why aren’t I there more often? Simple economics – mostly. It’s too expensive. Almost 10 dollar tickets? Charging me $3.25 (or more) for candy that I can get for $1.25 anywhere else? That goes for the popcorn and drinks, as well. A night out at the theatre and a babysitter can run me $50 pretty easily, possibly more. Compare that to the expense of playing games at home, watching movies at home, etc., and you have a tough sell. And I’m not talking about a high end setup that everyone on the net seems to have at home, either; I’m talking about a typical DVD player and TV set like your average American home.
So, your product is expensive and I have attractive options, but I still want to go; why aren’t I there?
It’s the experience, plain and simple. Every time I go and it’s very expensive, one demerit. Every time I go and the place isn’t clean (sticky floors, dirty restrooms, etc.), one demerit. Every time I go and there is an employee who is just going through the motions (I’m not asking Disneyland happy, here, just a decent hello, thank you, etc.), one demerit. Every time I go and the lines are too long (10 minutes in a line may be too long, 15 definitely is), one demerit. Every time I go and see 20 minutes of commercials (before the 20 minutes of commercials and previews), 2 demerits. Noisy patrons in the movie (or people opening their bright cell phones), 2 demerits.
Each of these things weighs in as to how long I will be away from your experience. The next time I think about going to the theatre each one of those negative things that happened last time crops up and, when weighed against the cost, makes the amount of time I stay away longer.
Wanna market to me? (I assume you do since I want to be there) Here’s how you do it: stop marketing to me and give me a great product. I don’t care about what whiz-bang gimmick you can give me. Can you give me a good experience at a decent price? Can you not beat me about the head and shoulders with marketing the entire time I’m there? Can you keep the place clean, the systems in good repair and remove disturbances from my experience? If you can, I’ll be back sooner rather than later.
So few realize the great experience that a movie can be, whether it be a comedy, special effects blockbuster or drama. One of the best experiences I had recently was in Star Wars Episode One; a clean theatre, no commercials, only one preview, a good crowd that oohed an ahhed in all the right places – magic.
Wanna market to me? Show me you can provide a good environment for a great movie-going experience. Put a simple commercial in front of me that shows a patron walking in to a clean environment, happy employees, and short lines. Then, while that patron is watching the movie have a jackass open a cellphone and start yapping on it, proceeded by an employee grabbing him by the ear and dragging him out with the tagline “Yes, we really do it” – I’ll give you a shot. And if you really do have a clean environment with a minimum of distractions at a decent price when I get there, I’ll come back.
Leave the marketing at home and provide a great experience. It’s all I’m hoping for when I go to see Clerks II this weekend.
And ignore the yahoos who complain about the quality of the movies – that’s not what you asked and it’s the studios’ job, anyway.
Comment by Clint Klevesahl -
With respect, I believe you’re fighting a lost cause. There is no solution at this point.
Assume there is a quantifiable demand for movie consumption. That demand has to be filled. The problem isn’t quality of movies or quality of theaters, its that the demand is now getting met from sources other than theaters. Home theater equipment is now of very high quality and reasonable cost; couple that with services such as netflix and on demand and the home is a viable and cheaper alternative to the theater.
The only way to shift demand back to the theaters is to roll back the clock and make the home option unviable. You could halt the adoption of on-demand and increase the delay of DVD releases. But this will merely shift demand and revenues–the revival of the theaters will come at the price of netflix, comcast, and hardware manufacterers. This is not a “good fight” as many will consider it a desperate attempt to stem the march of progress.
Consider a crude example: before the age of VHS, there were dedicated smut theaters. When smut was made widely available on videotape, the smut theater business all but collapsed. You have a similar situation now with movies.
If I were advising the theater chains, I’d tell them to diversify their business models. Instead of being “Lowes Theaters” for example, they’d have to be “Lowes Movie Services,” in which the theater was just one revenue stream. Other streams could include on-demand services, DVD rentals, etc.
Comment by George -
Ugh, this is so simple I’m embarrassed to be the one to say it. Two words – toilet paper. Hand out free toilet paper with colorful movie advertising printed on each square.
Comment by SteveP -
Mark – Sorry for the length of this but a 2 liner does not address the issue or provide an adequate solution.
I have read some, not all, of the 800+ responses. Hopefully, these are not repeats, but before I share my ideas with you, I want to pose 2 questions.
– Is the overall interest in getting people to the theater?
OR
– Is the interest to have more profitable movies (i.e. lower marketing cost, and yet high viewing) and satisfied customers (i.e. feel they are getting what they pay for)?
I am guessing the later and will focus on that in my recommended solution, then offer one option on the first as well.
Summary:
1)Understand viewer’s interest
2)Personalize marketing to viewer’s interest
3)Offer sneak previews in return for feedback, leverage feedback for more viewers
4)Make it easy to access the movies anytime, anywhere (convenience and comfort)
Details:
1)Understand viewer interest – Consider there are different demographics and different interest in seeing a movie. Audience (Young kids, pre-teen/teen, dating teens/Pre marriage adults, new parents, empty nesters, etc.)
Also, everyone has different interest in movies (family, action, drama, chic-flick, etc.) for different members of the family. There are many ways to view demographics and interest for direct appeal.
2)Personalize Marketing to customer interest – Create and market a single website that would allow people to create an interest profile, based on life stage and areas of interest (family, action, drama, etc.) favorite actors, and other criteria, then there is a basis for understanding what people like. This is already being done; think in terms of Match.com, e-Harmony, Amazon, etc. They look at what you want or in Amazon’s case, what you bought and make recommendations.
When a new movie is about to be released, the person would be proactively notified (via e-mail, text message, and/or over phones with video) that they may enjoy this movie based on their interest and a couple of trailers are made available for them to view. If there is an interest, they can then save this to their favorites under different categories (family, action, drama, etc.) for later reference. It is not mass mailing, it is personalized and everyone likes personal service.
3)Offer sneak previews in return for feedback – For those who are interested in the movie, they can request a reservation to attend a free sneak preview in their city (or at home – see #4) in return for completing an online feedback response. The result is you have people (assume a few thousand across the US) with certain interest in their profile, seeing a movie that fits their interest and providing feedback to people who have that similar interest. (A community of viewers). This feedback can then be proactively sent back to people who received the original trailer to increase interest based on the feedback. They then forward that to their friends and the word of mouth increases with content (trailer and reviews) supporting it.
4)Make it easy to access the movies anytime, anywhere (convenience and comfort) – There are a few changing trends:
– Media rooms at home increasing significantly
– Larger and crisper in-home TVs with surround sound
– TiVo / DVR = ineffective commercials
– Avoiding hassles of megaplexes (lines, crowds, parking, etc.)
– Having personalized services, what we want, when we want it.
The result of these trends fit well to offering new releases via (cable, satellite, etc.) in a PPV mode at the SAME TIME as they are released in theaters. Consider starting the New Release Movie Channel. Yes, it cuts out the theaters, but it cost too much to get folks to a theater as is and the cost / inconvenience of going to a theater is the challenge. If you could get new releases in the comfort of your home whenever you want (after kids go to bed, or while friends come over, etc.) you gain more interest and word of mouth promotion begins sooner.
Use of the web and proactive personalized marketing service is what I see everyday as a manager in the technology industry here in Dallas. Our customers and their customers (the public) demand it to stay profitable and attract business.
In terms of the first question I posed, if you are trying to get people into the theater one idea to make the theater experience more exciting would be to have a dedicated screening room available one to two weeks after the new release. The room would have live video cams to one or more of the stars. People could submit questions to the stars and get their reaction in real time. It becomes more personable for the audience to communicate directly with the movie star. The timing would allow a first rush of folks for the new release, advertise in the theater to the captive audience that on x date, the star will be available by video conference to talk directly to them. Those people may return and bring friends who have not seen the movie. It creates a buzz.
I hope this is of interest. You have a lot of ideas coming through. Always willing to discuss further.
Ben
Comment by Ben Guthrie -
In it’s simplest form the solution to the problem is bringing the entertainment value back into the theatre.
That is exactly what’s missing from the theatre experience is the fun. Nowadays we are paying more for a ticket and snacks yet are not getting anything more for our dollar except more advertising, not just viewed, bombarded, with advertsiing and trailers totalling up to 20-30 minutes prior to the film. This turns people away.
What I propose is going back to the roots of cinema. A perfect example would be Warner’s DVD release of The Public Enemy wherein there is a feature called “Warner’s night at the movies.” This is a collection of shorts that were a staple of early cinema. Some were advertising, and for this to make sense in todays market most of it would have to be anyway, but mostly they were appetizers. Those special little nuggets that brought the whole experience together. It gives the entire experience a beginning, middle and end. Shorts-trailers-film. An arcing experience the viewer goes through themselves.
This proposal is quite broad because I am basically suggesting changing the pre-film format alltogether. We could have cartoons and little documentary shorts and anything you could dream up. For that matter it could also be tailored specifically to the film about to be viewed which is an even more exciting prospect. Advertisers could either sponsor them or create their own content. Sponsorhip though would be the better option as to not immediately alert the audience that it is a glorified ad. It also would improve the quality of the content, if the content is sponsored it doens’t have to revolve completely around the product. A great example are those heinous Coca-Cola ads showing “What teens really do!”
I love to go to the movies, but I have grown distasteful of the experience. Also I can wait just 3 months for the DVD and not feel to bad about it. What you have to give the audience is something they are only going to get in the theatre, like a band who covers tracks only in their live set or songs that they only perform live. You won’t get it on their album but it gives you something extra, a reason to go out and see for yourself.
The buzzword these days is 3-d, you hear it from James Cameron and George Lucas as being the single thing that will save the movie house. I sort of feel that to be true but mostly it’s a gimick and unless the content of the film specifically lends itself to being 3-d I feel the idea is going to sour with the public pretty quickly. I mean, “There’s something about Mary in 3-D?” That’s not very exciting at all.
So there you have it. What you have proposed is a great idea Mr. Cuban, something needs to be done and to have someone so passionate about media spear-heading it is the only way it can be done to succeed.
Comment by Brandon Bennett -
Variety.
There are TONS of movies being made, why do the 3 theaters in my area all show basically the same ones? Because they’re all concerned with making a killing off the next possible blockbuster.
Lots of movies being made wouldn’t be considered A grade theater quality, so they never make it to theaters. Does that mean people don’t want to see them. Probably some yes, but not all. So that leaves a few issues:
1. Will people pay $12 to see a lower grade move?
2. Will a theater be able to fill an enormous theater that shows such a movive?
Both of these can be answered with 2 simple changes.
First of all, instead of creating a movie theater with 15 massive screens, create a movie theater with 10 huge screens, 5 medium sized ones and 5 small ones. The overall size of the entire theater building should be about the same. Then, charge differently for each one.
Charge full price to see the A grade movie in the stadium theater. Knock off a few dollars to see the lesser known movies in the medium theater and then make the smallest theater prices close to nothing. You’ll probabaly make up much of the difference in concession purchases anyway. People will be accustomed to spending $20-30 for a couple to see a movie. So if the tickets only cost them a few dollars to sit in the smaller theaters, they’ll probably buy more popcorn and snacks. The smaller theaters could even rotate movies so they should different movies on different nights.
One thing to ensure is that a smaller theater doesn’t equal a crappy theater. You should still have a quality picture and sound system, just on a lower scale.
I think this would capture more people that fall into either of these categories:
Avid movie goer: Sees almost every movie out there. More movies = more trips to the theater.
Special Interest movie goer: May not be into the big hollywood show. Likes independant films. Now they can go see them at the theater.
Educational movie goer: With the additional screens giving more variety of movies, maybe play something where people will actually learn something (biography, wildlife show, whatever). You might get groups of people (clubs, schools, etc…) coming together to watch a movie. Maybe offer a deal to such organizations so they can rent out the entire (small/medium) theater.
Now this may leave you say, but we could never afford to market X more movies if we are only getting Y back. Well then don’t. Sure, blockbusters may draw more people if the movie is crammed down their throats every day, but this won’t work for all movies. I’ve been without TV for 3 years and don’t listen to the radio much. So I don’t see ads on TV nor hear them often on the radio (advertising movies on the radio is also a big waste in my opinion). Instead, just create some nice trailers. That’s how I pick my movies. Jump to the theater web site, see what’s playing and watch the trailers.
With this solution, I think more movies would be seen, and it would make beter use of theater real estate. And who knows, maybe you’d be surprised a few times a year picking up diamond in the rough that turns out to be a gold mine.
Mark
Comment by Mark Sohm -
ok…here’s what you do.
First, get someone that is very rich and semi-famous that also writes a popular blog. Then have that semi-famous person ask his readers for ideas to market his products. Maybe bribe them with a possible job offer for said rich fellow.
Then pilfer through 400 responses by mostly college students that secretly sneak into theatres anyway….and at the end of the day, the answer is the same.
1) Just let the theatres die a painful death.
2) In the meantime, work on new distribution methods to get your product directly to the consumer without paying 10 layers of fat middlemen
3) New businesses will crop up to take advantage of this new distribution medium
I think you should hire yourself Mr. Cuban….and give yourself a raise while you are at it.
Comment by Patrick -
I love how all the posters can give you their answer from the comfort of their desk right off the top of their heads. It’s impossible to give you a good answer to this without getting a good understanding of the movie-going customer today. Your challenge reminds me of the milk shake case study that Clayton Christensen writes about. By conducting an market study by going to gemba and understanding “what job a milkshake was performing” only then could you develop an effective strategy for increasing milk shake sales or movie ticket sales.
The question is…why do today’s customers go to the movies? in Christensen’s parlance “what job is ‘going to the movie’ doing?” The answer to this question has no doubt evolved over the past decades The pace of the role that movie theatres play in our lives is changing more quickly and it’s difficult for the studios to stay on top of evolving customers attitudes.
Mark, if you are serious about understanding how to develop a marketing strategy to get more people in your theatre seats – there are no shortcuts. Do a thorough market study. Talk to your customers. Observe them at your theatres. Roll up your sleeves and do some good anthropological study of your customers.
I am available to lead this effort for you. Please email me to follow-up. Go here to read more about Clayton Christensen milkshake case study: http://hbswk.hbs.edu/item/5170.html
Comment by Mike V -
Start using the theater to enhance other entertainment mediums, rather than the other way around.
For instance next season on 24, offer one hour worth of the programming in theaters broken up in two 30 minute segments or four 15 minute parts, and air them before movies that may not warrant millions in advertising.
Comment by Joseph Couture -
You have to make your movie a “thing”. It has to be a new trend. I am a film student, so obviously I am giving you my suggestion assuming it is a GOOD film we are talking about, not just any crap (crap wouldn’t catch on as a good trend).
People have to know about your movie ahead of time, if people are waiting on it to come out and have good expectations, they willmake plans early enough to actually go see the movie right when it comes out.
You should arrange for a global release date, first of all. With internet and all that there isn’t a single person who doesn’t keep up with premiere dates or hears about them. It makes spectators feel special if they are part of the buzz. Non-english speaking countries have to wait weeks or even months to watch a movie after it is released in the States.
The advantage is that some people wait to see how big a box-office hit the movie was in its premiere weekend to know wehther or not watch it when it comes out here in Brazil , for example.
But if you make it a “thing” like that horror film (released on 6/6/6 this year) spectators around the globe will want to participate.
There will still be the doubt on whether it is a good movie and worth watching… So what can you do about that?
You get people the public trusts to give their opinion.
My idea is; way ahead of time you set up a website that sells promotional tshirts or bumper stickers, thigns like that, advertising the movie and its release date. The price you pay for the t-shirt will be the price u would pay for the movie ticket. the tshirt itself would be your movie ticket, and it gets altered somehow when attending the movie session (to make sure the tshirt isnt used twice as a “free-pass”).
If you make it a hot shirt people will want to wear it. For girls, make it a hot top, something appealing and flattering. a tank top for all that matters, or any other accessory like that that would serve as a medium for the ad.
As for givign the public a trustworthy opinion that the movie is good and worth watching you should get a couple of well-liked celebrities to wear the shirt. Get Tarantino! im not sure how well-liked he is but a movie that he recommends would certainly be worth watchign to most people.
I can elaborate… And believe me, although I am quite young (21), I have always been well-liked and a trendsetter in all 3 continents I have lived.
O yes, I graduate as a film major in July 2007 and speak 4 languages fluently…I thought I should volunteer that information in case you were looking for a young film maker.
-Thanks
Simone M
Comment by Simone R.R. Makhamra -
I had a simple idea yesterday. As I thought about the idea it began to transform to something different so bear with me as I try to explain. Perhaps we can solve each others’ problems.
First some background:
I am a 36 year old chiropractor here in Dallas. Growing up, my father owned an early local cable television station in Santa Fe NM. The station eventually went under but he was able to turn the cable advertising portion of the business into a profitable venture and eventually sold it to the local cable company at the time in Santa Fe for a profit.
Anyway, yesterday, Monday was a fairly busy day in my office. I had 10 people or so waiting in the waiting room. I stepped out of my office between patients and on the television I have it my waiting room I see, to my disgust, an ad for what I view as competition to my practice. So I started thinking………
My father’s local advertising business in Santa Fe made money because on cable channels like CNN, ESPN, Mtv, etc… would broadcast a signal at certain times during the “Local Commercial break” for his equipment to begin interrupting the national feed to play his Santa Fe NM local TV commercials. I believe it is still done similarly today.
Well, what if I had a Tivo-like device in my office that would catch that signal, block the local ad time, and play my own individual commercial or health information during commercial breaks, thus eliminating seeing my competitor’s ads in my own office. Think about places you have a captive audience. Waiting rooms of all sorts of companies, doctors/dentists offices, fitness studios etc. Wouldn’t it be cool, if you were a Ford dealer, to play CNN, ESPN, whatever, in your waiting room area(s) and not have to worry about another Ford dealership or even a Chrysler ad playing in your own business at the same time re-enforcing your own in house marketing? I mean, I’m sure the manager at 24hour fitness doesn’t want Bally’s ads playing while his customers are doing the elliptical machines. You get the point.
Now obviously there has to be some legal feet that might be stepped on. I would assume it mean owning the rights of local advertising on these networks in major cities, but the national network would still get to play their national ads. Of course the maker of this device could reserve a block of time for its own ad of any sort, including….. movies.
That, essentially, was my original idea…………………
But then I thought, what if I went to say, CNN, and payed them a fee to allow me to block ALL or most commercials and allow me to put my own ad info/health information etc during the breaks (I know what your thinking, there is no way the network would undermine a multimillion dollar national Ad contract to let a puny Dr. block advertising to any potential customers, right?)
Here is the bigger idea….
Well, what if there was a Maverick Network that would allow it. What if, say HDNET, would be tuned in to in every doctor, dentist, hospital, gym, you name it, under the auspices that part of the commercial time they allowed would devoted to that individuals business or whatever. The other portion of commercial breaks could be devoted to HDNET’s national ads, ads for movies, programming etc. You would build a grass roots captive audience for your network in every waiting room in America, and allow the average business man be an ad exec too.
In this age of MP3’s, advanced individuality and the progress of personal digital production into every home, why not let the small/medium/large businessman be their own ad exec too. It would create new forms of businesses. It would open a market for digital production for these personal “adlets.”
It would also create another revenue source for the individual businessman. A certain business could locally advertise what he/she wanted to, for instance, 24 hour fitness could sell ad time in their gym to the chiropractor or GNC store next door.
It would mean blowing the lid off the way traditional television advertising has been done. Obviously, like I said, I’m sure both of these ideas have some legal issues and other issues to work out. And, there would need to be some R&D on the device or mechanism to interrupt the digital feed. Numbers of course, would have to be crunched to make sure it would profitable for all. Disclosure of ratings for the network would have to have subscribers to this new service figured in for national advertising. But the end result would be that everyone would be watching your network and your advertising and my little target audience would also be watching my info (and not my competition’s) in the hopes of creating word of mouth and in house marketing for us both. Good idea?
Comment by John Botefuhr -
Taking into consideration Mark’s estimated ratio for ad. dollars to movie-goer dollars, I have an idea
1. Mini-cd’s and/or San Disk SD or mini-sd type flash cards. (like used in pocket pc’s etc..)
I would make a conservative assumption that between 5 and 10 Meg would be a good starting point for media storage,featuring the movie trailer,with room to spare for additional content,ie: contests,songs,games,studio promos,discounts etc..
***Mehtods of Distribution***
Depending on cup or product size,the mini-cd could be affixed to the bottom of the cup/product.(I’m picturing a large big gulp type cup) With both the mini-cd or SanDisk SD type memory card, they can both be put in bags at participating stores. The SanDisk card would be placed in any newspaper or magazine without adding bulk, increased delivery rates, or fragility. I believe this is a good “PUSH” method of advertising. The gimmic of the new methods would drive people to pick up the mini-cd and SD Disk.
I believe these could serve as an effective,power-suppliment to TV/theater trailers
Comment by mike simeone -
Mr. Cuban,
Hopefully you actually read this, and the value of MobileCast resonates with your brilliant innovative mind (I’ll kiss as? a little). The solution is simple. The comments posted relating to the general public’s disgust with the quality of movies released in the recent past are arguably valid. Add to that, many people now are so tech savvy that they use many of the devices (TiVo, satellite radio, etc) which allow them to avoid advertisement therefore rendering traditional advertising mediums virtually ineffective. Well, MobileCast solves that problem by stopping people dead in their tracks with engaging content that can’t be avoided. As the only provider capable of displaying mobile ads in high definition, we connect with nearly 500,000 people per week in the Dallas area and drive not only the revenues of our clients but their profits as well (MobileCast is the best value in all of purchased media). You won’t find another medium that can impact the promotion of a movie better than MobileCast. The millions of colors eminating from our HD monitors grab you and invoke raw emotion which leads to higher recall, purchase, and ultimately loyalty! Don’t just take my word, visit the MobileCast site (www.MobileCastAds.com) and read the industry quotes which prove that this medium is highly effective.
I’m not looking for a job but I could sure use some business (can’t you tell from the commercial I just gave you). I’ve reached out to both Matt F. and Paul M. on your Mavericks staff and have yet to move the ball forward (I haven’t even been able to get through the door). I am in discussions with some production studios (I will not name them here but if we get the opportunity to discuss this further you will be privvy to all of that information) to provide advertisement for upcoming films. So stay on the lookout for the most captivating thing on the streets of Dallas—the MVPU!
This is important: it is 12:30 in the morning on Thursday and I just got in from putting together a deal to provide promotions for the businesses of a local entrepreneur. My wife heard about this offer/challenge on the news and immediately logged-on to see if MobileCast could help. I have the best business partner in the world but more importantly the best wife in the world (although I may have a problem because I think she is sleeping with her boss). I love you Korrey! God Bless all of you who read this and your families too!
Comment by Travis Robinson -
I love movies. I’m a filmmaker. I work in the film industry. However, I rarely see movies and never at full price. High ticket cost is the only reason I don’t see a movie every single weekend. I simply can’t afford it and only occasionally feel like the movie I saw was worth it anyways.
My solution is dramatically lower ticket prices combined with a same day DVD release that is sold only in theaters. Charge $25 to see a movie AND own give a copy of it to take home. OR, you can buy a ticket without the DVD for $5. A few months later. after the theatrical run, the DVD goes to Best Buy.
Family of Four:
1 DVD Ticket at $25 dollars
3 admission only tickets at $5
=$40
4 Tickets at $10
=$40
The consumer feels like they’re getting more value since they’re taking the movie home and you preserve the theatrical window by making the DVD only available in theaters.
I do not believe the answer is in marketing. If anything marketing is the only reason movies continue to make any money at all. Bad movies and high ticket prices are the reason movies don’t make money.
In a side note, I just graduated college and am underemployed. I would love to work for you.
Comment by Andres Martinez -
A “Home and Theater Lottery”.
Every ticket sold for a particular movie is also a lottery ticket, the winnings of which are a new home with built-in home theater. The date the lottery winnings are dispersed could be the same week it is released to DVD to help remind people they missed the lottery (boneheads)!
People aren’t going to movies as much because they are broke. If you give them the hope of what they really need in life and tie it to a movie viewing, they’ll go to the worst movies you can make. Note: You can’t buy a ticket without entering the lottery so if someone doesn’t like the ‘gambling’ aspect, they are free to designate their winnings to charity (or a family member who will take them in when they get old).
Also since News 8 aired your challege (great free marketing by the way), I did a little research and found out that two very large segments of people who buy lottery tickets are Dreamers and Optimists that are considered 69% of the core group of players (see http://www.westgroupresearch.com/publish/lottery.html). My guess is these people are the same ones who like going to the theater most.
Comment by Kirk Tucker -
Mark
You don’t need to sell the specific movie. You need to sell a reason for people to go the the theater again. The movie will sell itself. With all the ways to view a movie today, its the ticket to YOUR THEATERS that need to be sold.
It comes down simple but powerful promotions at your theaters. People don’t go to the theater anymore because “its too expensive.” But its a proven fact that when people think they’re getting a deal, they spend more money! Give them their deal. Here’s two simple promos that will get the job done:
FREE POPCORN! The old bar trick. Salt makes you thirsty. Give away the popcorn, make a killing on beverage sales. Also, people go up to get the popcorn, they decide they want snowcaps and gummi bears (especially if they are with kids), and they justify the purchase of more candy and a taller beverage because they are already saving money.
MOVIES ALL DAY! In your multiplex theaters, let the customers pay for one ticket and see all the movies they want as long as they don’t leave the building. Perhaps charge 20% more for the multi-movie ticket. Either way, the more movies they see, the more money they spend on food and beverages. If they have an hour before the next movie they want to see, but they can’t leave the building, you better believe they are going to buy food. Works even better if you have a restaurant in the building.
Again, what will make you money is getting asses in the seats, your seats and not your competitors.
Comment by Brian Curtis -
I prepared a much longer response with way more ideas, but I think it was too long to fit in reasonable comments sections. Here are a couple of the ideas, and the complete text is available on my blog http://exhibitionresearch.blogspot.com
Even for adults, catching a movie with all your friends is still a reason to get out of the house. It’s fun to a go a movie in a group, so find a way to crank up the peer pressure. Social networks, myspace, etc.
Get people to commit to coming to the movie the instant they’re interested and hear about it. If they see a trailer they like, offer them a 10 dollar ticket for 8 dollars if they put down 2 dollars up front. People will be much less likely to flake on the movie even if they forgot about what they liked about the trailer, because of that minimal investment. It doesn’t even have to be a sneaky thing to do. You can just tell people straight up “we really want you to see this movie, so we’re trying to get you to commit to it so you don’t forget how much you want to see it” I think people will be happy they did.
Put together some continuity in the films you present. Going to the movies can be addictive, so tap into that. Start with an arena rocker like Inconvenient truth, and then follow up with Who killed the electric car, (hell, you might even be able to sell people on “the Day after tomorrow” after they see Gore’s movie), the book every other eco-documentary you can think of after you’ve gotten them hooked.
If you’re interested in the more traditional multiplex/teen demographic (some of this applies to the sophisticated art film watching adults too, though) here are a couple of other ideas. I heard somewhere that if you want to innovate, don’t ask people what they want, watch what they do. I just got back from the San Diego Comiccon (for the first time) and two things were utterly clear to me. There are two things the people can’t get enough of
-seeing cool secret sh*t
-seeing famous people
I used to go to this theater in Palo Alto, because sometimes I’d see Stanford Basketball players there (lame, I know). But it’s irresistable. Get the Mavs to hang out at the theater. Even if people don’t know who Dirk Nowitzki is (god forbid) they’ll know they’re witnessing something special if they’s standing in a popcorn line behind a 7 foot german giant. You could probably even get them to work the concessions stand. I know that stuff is usually reserved for soup kitchens and charity work, but I know every time I hear kobe was at some charity event, I find myself wishing I was really poor.
Down a totally different path, if your goal is just to spread awareness of films that you’re showing through your circuit or producing at 2929/Magnolia, I would suggest frachising out the movie theater running experience. It seems like everyone is a movie buff, and those people can make a huge difference in the distribution potential of films (ala gladwell’s tipping point). Also, lots of people have amazing home theater setups that are not getting maximal use that would make great community resources. If people had a way of securing permission to screen movies theatrically with minimal hassle (and maybe alleviate security concerns for showing movies at their houses 🙂 ), I think a lot of people would be interested in running their own little movie theaters.
Comment by Ben Trevino -
Make a higher price ticket that will allow the moviegoer to see whatever movie he/she wants all day. Include free food or a discount, more than just a few cents. Most likely the avg. person won’t be able to sit thru more than 2 movies. This will get people to the theatre. They feel that they get more bang for there buck.
Comment by S. Hernandez -
I prepared a much longer response with way more ideas, but I think it was too long to fit in reasonable comments sections. Here are a couple of the ideas, and the complete text is available on my blog http://exhibitionresearch.blogspot.com
Even for adults, catching a movie with all your friends is still a reason to get out of the house. It’s fun to a go a movie in a group, so find a way to crank up the peer pressure. Social networks, myspace, etc.
Get people to commit to coming to the movie the instant they’re interested and hear about it. If they see a trailer they like, offer them a 10 dollar ticket for 8 dollars if they put down 2 dollars up front. People will be much less likely to flake on the movie even if they forgot about what they liked about the trailer, because of that minimal investment. It doesn’t even have to be a sneaky thing to do. You can just tell people straight up “we really want you to see this movie, so we’re trying to get you to commit to it so you don’t forget how much you want to see it” I think people will be happy they did.
Put together some continuity in the films you present. Going to the movies can be addictive, so tap into that. Start with an arena rocker like Inconvenient truth, and then follow up with Who killed the electric car, (hell, you might even be able to sell people on “the Day after tomorrow” after they see Gore’s movie), the book every other eco-documentary you can think of after you’ve gotten them hooked.
If you’re interested in the more traditional multiplex/teen demographic (some of this applies to the sophisticated art film watching adults too, though) here are a couple of other ideas. I heard somewhere that if you want to innovate, don’t ask people what they want, watch what they do. I just got back from the San Diego Comiccon (for the first time) and two things were utterly clear to me. There are two things the people can’t get enough of
-seeing cool secret sh*t
-seeing famous people
I used to go to this theater in Palo Alto, because sometimes I’d see Stanford Basketball players there (lame, I know). But it’s irresistable. Get the Mavs to hang out at the theater. Even if people don’t know who Dirk Nowitzki is (god forbid) they’ll know they’re witnessing something special if they’s standing in a popcorn line behind a 7 foot german giant. You could probably even get them to work the concessions stand. I know that stuff is usually reserved for soup kitchens and charity work, but I know every time I hear kobe was at some charity event, I find myself wishing I was really poor.
Down a totally different path, if your goal is just to spread awareness of films that you’re showing through your circuit or producing at 2929/Magnolia, I would suggest frachising out the movie theater running experience. It seems like everyone is a movie buff, and those people can make a huge difference in the distribution potential of films (ala gladwell’s tipping point). Also, lots of people have amazing home theater setups that are not getting maximal use that would make great community resources. If people had a way of securing permission to screen movies theatrically with minimal hassle (and maybe alleviate security concerns for showing movies at their houses 🙂 ), I think a lot of people would be interested in running their own little movie theaters.
Comment by Ben Trevino -
To reduce the cost you have to rely on some kind of word-of-mouth marketing. I am sure many people will suggest variations on the WOM model. My original idea is the following.
Pre-test the movie in front of 1000-2000 people around the country. Select them through random-digit dialing in targeted zip codes, don’t rely on regular test subjects. Pre-screen and post-screen the respondents to record their demographics and psychographics, and to determine how much they knew going in, and what they thought. Call them 1-7 days later and ask each person whether they engaged in a conversation about that movie on the day you called. Who started the conversation, how did it go, what did they say, what did the other people say, how many people were involved, who did they talk to (friends, family, neighbors) etc. Link post-screening buzz (positive or negative) to pre-screening knowledge and demographics.
Once you have a good idea about who is likely to spread the gospel about your movie, buy highly targeted outdoor advertising. You can use block-level census data to find the neighborhoods most likely to contain these people. Identify those neighborhoods, then go to the local outdoor advertising companies. (Clear Channel boards might be too broadly targeted.) Target your message to the group in question.
These ideas do not eliminate your entire marketing cost, but they could probably reduce the $60 million outlay to $5 million or so. Outdoor advertising is the cheapest around, with most CPMs in the $1-2 range.
PS I have not read anyone else’s comments but to the best of my knowledge this is original.
Comment by Ken Wilbur -
Obvious.
Make good movies.
Get rid of the MBAs, lawyers, agents and especially studio execs.
Comment by ogma -
The future of movie making will include all five senses. It will be more like a amusement park ride. When you see the hero fall from a cliff and land on a moving car, your seat in the theatre will drop a foot or two. When the beautiful young woman slips into the icy river, cold air will blow across the theatre. You get the idea.
Film makers will code the film to tell the theatre when and where to activate these effects.
How do i know this will happen? Because you wont be able to have these effects in your own home. Why should anyone go to the trouble of driving to a movie house, pay for the film and then pay $25 or more for popcorn and a drink, and then hope and pray a crying baby or some punk kids dont sit next to you… when you have a great sound system and all the conveninces right at home.
Even with all these effects, you’ll still need a great screenplay, director and actors… but once all these are in place, the movie theatres will be full once again.
Be the first Mark, and the news media will give you all the coverage you’ll ever need.
Good Luck,
David Guinn
Comment by david guinn -
Simple and inexpensive solution your looking for? Look no further. Everyone including millionaires pump their own gas, what do you do for the three or four minutes your standing there pumping? Nothing, you are a marketers dream.
Imagine this, on top of the pumps is a 10′” X 18″ mounted template that can be changed weekly, monthly, etc… on the template is not just an add for the movie but real story lines that can be written like a movie preview. You have a captured audience that’s looking for something to do, it’s like a newspaper on the crapper.
several advantages include low cost of print production and the store clerks can change out the signs, you can advertise specifically to the neighborhood, for example in Plano you would advertise more family movies and in Uptown, more art house style films.
The web links are great but it doesn’t get everyone, however, everyone get’s gas. If you could negotiate contracts with 7-11, Verio, and Racetrack you have 50% of all stations, so logistically it would be easy, especially with your name and brand behind you.
At the end of the day, it’s just a matter of time before someone does this, why not us. As for the comments about making better movies, this is ridiculous, movies have always been hit and miss. What makes a difference is the marketing, it’s no secret why the golden arches are everywhere. So if you want to put more butts in seats, easy…just give them gas.
Joe Acker
Genius
Comment by Joe Acker -
No one seems to be answering the question of Marketing?
Have not read all the previous posts so apologies if i have repeated.
1. Create a large video kiosk, that continously runs the trailer(s) and all HDNET promos. Place those kiosks in areas where it hits masses of people. Malls, Airports, Athletic Arenas, Universities, etc. Even better if you dont have anything to fill the kiosks with you own the kiosks rent out time slots to other studios/networks for their films. You have now invented a new marketing avenue that you can use for yourself or sell to others. Cost upfront may be be high to put in video players all across america but once in place they play trailers/promos over and over again for years to come and hit the masses.
Goodluck with the contest, look forward to hearing from you.
Comment by Brian Teefey -
Put Movie trailers (longer those shown on TV promos) on CDs. Along with commetaries by actors/director/producer(s) about the making of the movie. Give these CDs away for free by placing them in places the target audience frequents,such as Blockbuster, Starbucks, bookstores, etc. List is endless, cost is relatively low. Include free tickets on 1% of the CDs. Redememtion code at the END of the trailer.
Thank You for reading this.
Jan O’Malley
Dallas, TX
Comment by Jan O'Malley -
Here’s what I’d do…after people buy the tickets for opening weekend or whatever time period you are targeting, allow them the option at ticket purchase time (followed up next day after their ‘viewing’ to puchase the movie DVD, send to their iPOD, whatever media they like at a slight discount, with a faster receipt time than the movie would have at brick and mortar stores.
Obviously, make it easy for the initial signup by pushing via email, text, myspace—targeting via initial registration what the consumers tastes are and then follow with an annual survey to verify changes.
I have 10 year old triplets and we have to see their movies immediately, then buy them when they are available. Since I rarely get a night out of the house (single mom)…I’d probably spend the extra money to be able to see a movie at home sooner so I’m not so far removed from what’s ‘cool’.
Kind regards,
Brycie Wynne
ps…I grew up in Danville, Illinois (close to Covington)
Comment by Brycie Hoecker Wynne -
Ok, so I tried to read all this crap other people are saying about altering the movie or releasing the DVD at the same time…but seriously, that shit isnt marketing. Being a lowly teenager, I just so happen to work at a movie theatre (Tinseltown in Plano) and as I am ripping tickets, I actually ask myself your question all the time. I witness marketers enter the theatre to check if we set up a poster or whatnot, or if we have passed out flyers for their next “blockbuster”. However, these poor marketers dont realize that the average movie goer doesnt give a shit about these tactics. What they dont see are the flyers littered all over the theatre or their posters not even given a glance. The average movie goer dont like wasting their time by reading, trust me. What these people respond to, however, is a marketing technique which is interactive. Stick a poster in Tinseltown, no one gives a damn. Stick a poster with a hole to put your face in for a lovely picture, your movie gets great publicity. Making marketing interactive and fun causes an instant following. When Clerks II came out, there were numerous people purchasing tickets just to check if their names made the credit. (Appartenlty, Clerks II had a myspace that guarenteed the first 20,000 or so friends to be put on the credits.)
Yea, so, I dont know if that helped much, but thats what I see that causes a good turnout at Tinseltown. All you need to do is find a way to make the marketing interactive.
Comment by leah -
Wrap cars with the movie art (usually whats on the posters at the theaters) and wherever people in these cars go… the movie is being promoted!
Comment by gene snowden -
Why not start a service similar to netflicks only for theaters? The customers will join the service and pay a subscription fee, say $75.00 per year. This will entitle them to 2 free movie tickets per month for a year. Over the course of the year this will be like paying for 6 movies and seeing 6 for free. I addition members will also recieve the option to purchase later show times for matinee prices. You could include movie previews via email, news, offers, newsletters, and contests. Not only would you be giving people a reason to go see the movies, but you would be generating some sort of income. Just a thought.
Comment by sonny dack -
Release the dailies to bloggers. Nothing gets buzz going like bloggers….
Comment by Merrin Donahue -
well im gonna start off by sayin im 21 yrs old and i just now finished college. durin my college days my fraternity always rapped and freestyled durin the parties and ive always noticed i could rap pretty good…ya im white lol..well since then ive been rappin on my microphone and making songs on my computer…THIS is what i think could work in promoting movies. i can make funny raps advertising them and i could even hit the streets and freestyle a small preview about the movie haha… who knows…basically its like those radio commericials you hear where people are like singing a stupid mc donalds tune…well i could actually be on the streets LIVE!!!
Comment by Will Roher -
Mark,
I was turned on to your blog by Dan Shanoff’s Daily Quickie column on ESPN.com and have read it ever since. Now, to the point. Some of the previous posts have good ideas for improving the overall moviegoing experience, but haven’t targeted the problem of revolutionizing the way movies are marketed. Forgive me if this has already been mentioned.
Being an NBA owner, you understand that the economics of a sports franchise in the U.S. is different from that of most industries. You have been very effective in marketing not only your team, but the NBA as a whole. By hyping up the NBA Finals-using unique methods that only a few owners in professional sports would do- you’re attempting to attract a greater audience and, in turn, greater ad revenues in the future for the entire NBA. I believe that the Motion Picture industry needs to move in the same direction.
Even if it’s not possible in the short term, the industry has to do something to solve this problem for the long term. There are many people still going to see movies at the theater. Movies such as The Pirates of the Carribbean and The Da Vinci Code can attest to that. You already have knowledge of the way the internet works and how to make money and attract people to your site. Why not use that knowledge to develop an entirely new type of website that will serve as the premier source of Motion Picture Entertainment information? When I think of the humble beginnings of ESPN and how it has morphed into an entertainment powerhouse with multiple channels covering everything from football to darts, it makes me strongly believe that there is a market for a portal specializing in movies that will attract millions of visitors (and advertisors) a night. I think this plays perfectly to the motion picture industry’s largest segment, the 18-24 year old. Also, since young people learn to live with more advanced technology at an earlier age, this can be an effective way to build relationships, something that the industry is presently lacking.
I actually had this idea almost a year ago. I missed an episode of The Ultimate Fantasy Football Show on Fox Sports Net and went to the website to see what I missed. They had highlights from the show available for viewing. It seemed to be pretty good quality (and I’m sure that it’s going to get better in the future). Why wouldn’t you be able to create a website that has continuous programming streamed through a video player? The most important aspect of this idea is good programming with top talent. I’m sure there are many people like me who do not watch network television anymore. But I don’t live in a cave either. Americans still love reality shows, and more importantly, celebrities. Look at the simple concept of ESPN’s Pardon the Interruption- Two charismatic sportswriters bantering about various current sports topics. Simple but genius. It’s been one of my favorite shows for a long time. I’m sure that this format can be successful on the website. There could also be a takeoff on traditional review shows such a Ebert and Roper. (Maybe you could get them!) But I think it would probably serve our interests to also have a younger set of critics that will be able to relate to 18-24 year olds better. I think trivia shows would work too. And why not a gossip show? Think of how many people read The National Enquirer to find out what Nicole Kidman wore when she went to lunch the day after her wedding. Also, interview shows and behind the scenes documentaries would be a good way to get the audience excited about the movie before it’s released. These are just a few programming ideas, but you get the point.
You touched a little bit on Myspace. Personally, I’m not that familiar with it, but I’ve heard an increasing amount of people reference it, so it must be the next big thing. Using Myspace to attract our target demographic would be ideal.
Another good idea that I’ve already seen posted is keeping track of user’s preferences. You can use email to communicate programming, new promotions, and information that can be catered to the individual based on their interests.
This website could also be a good stepping stone to doing simultaneous downloadable release along with theatrical releases, if that is where the industry is going.
Even if you just wanted to implement this idea for your own production company, I think you would be achieving an economy of scale, although not as much as you would if the entire industry was involved. Drive as many people as possible to the website and use it as the primary means of advertising. You would still have to advertise via traditional means, but not in the current amounts. I’m sure you can think of a few ways to take advantage of the website to produce a revenue stream too.
Thank you for your time and sorry this post was so long. Even if I don’t get a job offer, it was still a neat way to get me excited about something that I normally wouldn’t think about.
Comment by John Harms -
I think that most of the media that out there will pretty much diminish in favor of pay per view downloads or streaming downloads straight to consumers computers. Most all formats, and HD can be made for easy pay downloads.
If the hype behind the newest movies really wants to get going fast, they can sell the actual dvd, media download, or HD(HD DVD or Blu-ray if they ever catch on) format media after the movie has been shown in theaters. This way most of the movie ideas; magic is still in the minds fresh for the consumer to have the option of buying. Thanks
Best Regards,
v
Comment by Vimal Jariwala -
Why not start a service similar to netflicks only for theaters? The customers will join the service and pay a subscription fee, say $75.00 per year. This will entitle them to 2 free movie tickets per month for a year. Over the course of the year this will be like paying for 6 movies and seeing 6 for free. I addition members will also recieve the option to purchase later show times for matinee prices. You could include movie previews via email, news, offers, newsletters, and contests. Not only would you be giving people a reason to go see the movies, but you would be generating some sort of income. Just a thought.
Comment by sonny dack -
Mark,
Your answer to the movie problem is marketing. You have to find the right market that appeals to what you are trying to sell. College Students these days love movies and at my college, premiers and screenings of new movies.
If you need to find a way to market movies or get ideas for how to make a movie with out the huge spendings, go to a college campus and see what students want. SMU is a great place to find answers Mark. You can advertise new movies all around campus and many will show interest in what is posted around campus.
College websites like Facebook has become one of the fastest growing sites this year alone, expanding to almost every college in the nation. If u can market to all of those students in the world of Facebook you can be able to make a large profit without spending much money.
SMU Student — Russell F.
Comment by Russell F. -
The best, least expensive way to promote movies right now is definately sites like MySpace. With millions of members that sign on daily, there’s nothing better!
Comment by Brandy George -
Mark,
As an indie filmmaker/producer, I’m wrestling with this problem currently.
There are several issues – firstly, there is a seismic shift in the business model thanks to digital distribution, piracy-leading-to-changed-consumer-expectations and net-based-community-models.
Secondly, the media avenues that traditionally served as the go-to sources and made media buys oh-so-easy are no longer as effective, and have gotten extremely fragmented.
The amount of work needed to create a critical mass marketing system for niche products (anything not starring Tom Cruise) out of the myriad avenues existing today, will happen, but not very quickly or easily.
I’ve turned to MySpace now more than I’m depending on traditional TV marketing (albeit its ethnic television programming, not the mainstream which I could never affort, nor does my product deserve).
But its a lot of work.
If you are looking for a easy solution, or a quick fix, you might be looking for a while!
Ciao!
Nikhil Kamkolkar
http://www.IndianCowboy.com
p.s. By the way, as a family, we no longer have a cable connection, and don’t watch any TV anymore… the times they are a changin’
Comment by Nikhil Kamkolkar -
i’d have to say much of what you could do is dependent on what audience you’re striving for. that said, here are a few ideas.
1. rent some of those trucks with the big lcd tvs on the side and run the trailer all over town.
2. this is already being done a little bit, but you should release the first 10 minutes or a really solid 10 minute clip to youtube, myspace, bittorrent etc. yeah, you’re on myspace, but i don’t want to be your “friend”, i want to watch some of the movie to see if it’s worth shelling out $10 for.
3. pay a couple of fanboys under the table to spin positive and “leak” info on their blogs.
4. have the stars show up at some of the screenings. not just the first weekend, but the first month. maybe turn it into a contest. if you’re town does X then our big hot star will come to a screening with you and your friends.
5. this is off the top of my head in all of 10 minutes. imagine what i could do if i really put my mind to it. so my last suggestion is this; give me a job. i’ll be happy to send my resume. i’m qualified, i’m hungry, i’m educated, i’m an nba nut (off topic, but had to say it), and i’m young enough to dream and experienced enough to know it takes work to make those dreams a reality. seriously, give me 5 minutes.
Comment by Bob -
Traditional movie marketing appears to use a shotgun approach (albeit a sophisticated shotgun) to drive the message through multiple channels that Movie X is coming. If they are lucky, some part of that message is received and perceived by some part of their target demographic.
What if we used a rifle instead of a shotgun and gave the gun to the movie going consumer?
Amazon.com is the conceptual framework. I buy items from Amazon; Amazon notes what I buy and then offers me suggestions for other similar items.
Thus:
1. In association with the other studios (I know, dream on), create THE website for movies. This should be the place to go for info on current and pending films. The studio’s specific micro-site for a movie would link in to this hub along with any other relevant content.
2. Each studio tags a film with confidential meta-data regarding target demographics, themes, genre, plot points, etc. The meta-data would also include actors, directors, locations and other data that a person may use to select a movie (i.e., they only have seen movies where Jon Williams contributed to the score).
3. The site allows users to purchase tickets (discounted perhaps) for a specific show at a specific theater. (Links to Fandango, etc.?)
4. The site retains the movie going history, and using the meta-data begins to determine common elements to a person’s movie selection. With this information, it is able to direct their attention to other movies that satisfy the person’s preferences. As history is gained, the site can also inquire about their past movie choices (i.e., You saw Superman last weekend; did you also see Batman in the theaters (Y/N); Spiderman 2 (Y/N), etc.)
5. The ultimate goal is that as usage of the site increases, studios can draw down their expensive, mass marketing and rely on the site to place the appropriate movie choices before the most relevant / interested customers.
Clearly, there are many details to work out; however, the basic thrust is: let me tell you what I want (through my movie viewing history) rather than having the studio try to convince me with marketing that Movie X is the must see event of the year.
Absent an alternative forum, traditional marketing is the only way to let people know that a movie is coming – whether they are interested in that type/style of movie or not. Create the alternate forum, make it a compelling place to visit, and then tell them about the movies that their past buying habits have indicated they will want to see.
Finally, I did not read all of the previous replies; so if I’ve duplicated an earlier idea it was not intentional.
Thanks for the chance to reply.
Comment by Kai Hecker -
I had an idea for marketing movies are anything. You are correct when you say that there is alot of money that goes into marketing a film, but you ask the wrong question! You ask how can a guy with billion save on marketing, When you should be asking how can you get 1 to 5 percent of the billion dollar spent yearly on advertisement and marketing.
I truly beleive in my idea but the only thing was the cost, but i think you may be able to handle it.
Here we go: Picture this, You are on an evening flight and you look out the window and all you see is darkness. What if research was done to find out the course where most flights fly. If we find the right spot we are talking a million people a day fly over this course of land. Then clear the land and install a field of lights, a digital billboard on the ground, where major companies can purchase advertisement space from you. The reason this works is because, you know as well as i do that @ night on a plane, night is all you see.
Any light out there is bond to get the attention of anyone awake. And there is NO COMPETITION.
This is one of the idea that i have that could put 1 or 2 more million in your pocket a year, I have one other idea for you Mark Cuban, its a Special invent Competition that the world wants to see. It involves you Donald trump, Bill Gates, Robert Kiyousaki, and a few more of our countries economic leaders. The world wants to know if you are up for the challenge?
Comment by J.Simon -
Some various thoughts not in much of an order:
Besides the obvious matter of making better movies you need to enhance the difference between seeing a movie in a theatre vs. waiting a few months and seeing it on DVD or worse, on bootlegged computer video or IPod etc.
The difference should be spectacular and this has been eroding steadily. Theatres and screens have gotten smaller. Where we once had the big pictures shot in 65mm and presented in 70mm, on huge screens with gorgeous, crisply sharp pictures that’s all in the past and we’re lucky if a Scope format picture is actually shot in Scope instead of blown up from Super 35 and HD shooting takes it down yet another notch. (BTW I commend you on choosing 4K projectors for digital as I think 2K is a ridiculous waste of resources that will only have to be replaced eventually anyway but I don’t think digital projection is any sort of panacea for the business and such investment ought to be approached cautiously.)
Digital sound in theatres is pretty much the norm but one can have as good or better in a home theatre.
Where are the great theatres, ones that are a joy to visit on their own?
Where is the showmanship? Look at what passes for presentation all too often nowadays. Out of focus, prints scratched or dirty. Ah, digital will fix that. Perhaps. But so would knowledgeable people running the booths. It wasn’t that many years ago that a film like “Titanic” played for a year in some theatres using the same print for the entire run and stayed clean and scratch free the entire time. When does that happen anymore?
The fact remains that if the only thing a theatre has to offer is first run, that is, the first opportunity people have to see the picture, it’s not a viable business. Studios will take that away or shorten the window to the point where it is meaningless. We have to have something better than that.
From an exhibition standpoint we must make sure that the theatre and the presentation are spectacular.
Let’s see some better supervision over presentation. Amateurs do not belong in our booths. This is not a pro or anti union debate. I personally have no problem with younger people running booths…provided they are properly trained and supervised and a sense of showmanship instilled in them. I screen films for critics. Every show must be perfect if at all humanly possible and I work very hard to ensure it. But really now, it’s no less important for regular customers. They pay the bills.
Note to the architects: No more rooms where the biggest screen that will fit is 1.85 and Scope is presented via height reducing masking. That is SO WRONG. Scope (2.39) pictures should always be the largest format for any 35mm theatre! Remember, we want to ENHANCE the difference between us and the folks with their 1.78 (16:9) sets at home.
There should be a dialog between exhibition and distribution about the ever shortening window between theatrical and DVD windows. People have pretty much come to expect a fast DVD release. That has to stop.
1. Better movies (duh).
2. Best possible technical format (where appropriate)
3. Theatres with some grandeur
4. Top notch presentation
5. Long window to DVD or PPV release
Hows that?
Steve
Chicago
disclaimer:
I am a vendor to Landmark Theatres &
Magnolia Pictures
Comment by Steve Kraus -
Learn from terrestrial radio. Your audience is not a bucket of dollars waiting to be dipped into. Skip trying to make the huge opening weekend – the only reason for that goal is to make back the movie’s cost before word gets around that it stinks. Make a good movie and cash in the second weekend.
Yeah, that’s not how it works – and why it doesn’t work.
Comment by Rick -
The solution is not simple and will cost a bit of money…but shit you have it mark. You want to make money you have to spend money and revolutionize the game. Dont look at whats less expensive, look at what is more cost effective.
The biggest problem is obvious- crappy movies being put out. Promoting this crap is not only hard but ruins the credibility of the company marketing it. Solution: open your own theaters. Start small then go nationwide. You and a panel of educated credible movie critics select what movies hit your screens.
Better movies will create a more loyal following….somewhat like oprah’s book club.
Next issue that must be addressed is the cost of marketing. So much money is spent on trying to lure new customers….of course this has to be done. BUT MORE IMPORTANTLY TRY TO KEEP THE CUSTOMERS YOU HAVE ALREADY HAD IN YOUR THEATRES!!! They have already proven to be customers, why not make them repeat customers thousands of times over?? Track them, research them, find out what they like. Challange them to get there friends involved. Better customer service to the people leaving your theatre will increase revenue. Free passes to future shows, frequent watching clubs, discounts, are all ways to market your product better.
People are more than willing to spend money if you offer them something that shows value. Spending 10, 12, 14 dollars per person is rediculous for the outdated and mundane….but 12,14,16 dollars for something new, fresh, and revolutionary is well worth it.
Get people involved Mark!! You rub elbows with important movie stars i am sure….get them out there to the theater! Why spend millions on commercials, ads, etc when you can pay the actors to come in to the theatre? Have a Q and A session at your theatre with the starring actors. Ask them questions about the movies they are starring in. Make your theatre not only a movie but an experience!
All of these ideas may not be less expensive, but they will be more effective.
All of this is big, expensive, different. But shiz…so much has been done before. Revolutionize the experience movies and they will market themselves……
Comment by Kris Johnson -
RELEASE HALF THE MOVIE on DVD / HD-DVD / BD for free, about 2-weeks to 1-month before the movie hits theaters. Show the WHOLE movie in the theater at regular price.
This is completely new, does not require vast changes in economics, such as lower ticket prices, and can probably even take advanage of existing DVD distribution channels.
This allows people to evaluate (much of) a film beforehand, and leaves them with a teaser without giving away the ending (as trailers often do).
Because I believe a quality presentation would influence people, anything less than DVD would not be appropriate. That is why I am NOT suggesting using the Internet (though maybe bandwidth limitations aren’t an issue — bit of market research needed here).
I also suggest better movies. This is where *I* could really use a job, since I’m an author. 😉
-Pie
Comment by EatingPie -
Continuing from my earlier comment:
Rope off a special section with the best seats for the online crowd. Open them up to everyone ten minutes before the show. Let the special seating promote the double feature. Make that section bigger than it needs to be.
Comment by Al Brown -
Use the Netflix approach in the theater. Charge people a fixed amount per month, so you can spend less money on marketing of the movie it self. The problem with going to the theater is that in one night you spend to much money and you feel that was to much money to see a movie. But if you spend money only for the snacks, the experience for the viewer will be much more confortble. And it dosen´t mean that you will cash in less.
Comment by Fabio Seixas -
Let moviegoers create their own double feature online in the weeks before the opening of a film. Let them nominate and vote for films of the same genre, actor or director to run w/ the new film. Display the current top five choices and let people change their choices any time. Send them email every week and the day before and the day of the movie or until they buy their special tickets online. Let them buy as many as they wish up until two hours before the show w/o a convenience fee.
Then run the top choices either before the first showing or after the last when the theater normally wouldn’t be open anyway. The morning shows could be for G and PG rated movies. It might even be possible to show the top two or three choices using Saturday or Sunday or more if there aren’t too many movies opening that weekend. Those who didn’t sign up online should have to pay three or four bucks more if they want to attend the double feature showing.
Comment by Al Brown -
Hi Mark,
Here are some suggestions:
Step 1: Make the movies shorter. Sitting through a 2 1/2 or 3 hour movie can be exhausting, especailly for a movie buff like myself. Movies that are between an hour and 90 minutes are ideal.
Step 2: Bring HiDef movies to the BigScreen. Upgrade the theatres to get a better than home movie experience for the end user. I’d be willing to pay $1-$2 more per ticket for this.
Step 3. Create an entire entertainment experience around the movie itself. Hire an opening live act to get the audiance involved, IE Radio City Music Hall in the 50’s.
Step 4: Offer to sell the soundtrack outside the theatre, allowing movie-goers to pick up the CD right after being involved with the emotinal experience. This could lead to additional revenue and an extra $12 – $15 per person. If not a CD, then an MP3.
Step 5:
Comment by Jamie Asquith -
Hi Mark,
Here are some suggestions:
Step 1: Make the movies shorter. Sitting through a 2 1/2 or 3 hour movie can be exhausting, especailly for a movie buff like myself. Movies that are between an hour and 90 minutes are ideal.
Step 2: Bring HiDef movies to the BigScreen. Upgrade the theatres to get a better than home movie experience for the end user. I’d be willing to pay $1-$2 more per ticket for this.
Step 3. Create an entire entertainment experience around the movie itself. Hire an opening live act to get the audiance involved, IE Radio City Music Hall in the 50’s.
Step 4: Offer to sell the soundtrack outside the theatre, allowing movie-goers to pick up the CD right after being involved with the emotinal experience. This could lead to additional revenue and an extra $12 – $15 per person. If not a CD, then an MP3.
Step 5:
Comment by Jamie Asquith -
Mark,
It seems to me that you are trying to find a new way to market a movie without the extra cost of the run of the mill techniques. The best way to market any movie is word of mouth or just reaching the people. There are ways such as partnering with a food or packaging company to get your information on the labels. For example, Shrek 2 was on every bag of Lays potatoe chips from here to China. That’s great marketing without the use of the same old methods. Grocery stores, such as Walmart, have taken over……and millions of people go there daily. Maybe use a holographic movie board within Walmart, Target…etc. Also, at the check out counter, some type of movie paraphernalia could be handed out with every sale.
Comment by Shawnee -
Sorry if anyone has put anything like this, but I just wanted to throw something little out there but not read over 600 comments. Still wanted to help.
You could make it an event. Make it more than seeing a movie. Make it a party with finger foods, drinks, music, and maybe even people who played a part in making the movie to hang out with everyone. This could be done before or after the movie or even in the middle to get people comparing ideas about the movie of what they think will happen. This might be hard to do everywhere the movie is shown, but could be done in major cities (i.e. Dallas).
Also, stick to the genres. I go to an action flick to see action, not a sappy love story. People go to westerns to see six-shooters slinging around. A lot of times people will say certain action movies might be cheasy but then some want to see that. I don’t have any advice on that because different things appeal to different people. You just don’t have to appeal to all of them in the same movie. It takes a talented director to direct different genres while keeping them seperate. Something like that would probably gain more people’s intrests than making the ultimate-genre blockbuster that absolutley blows.
Comment by Justin -
SIMPLE!! 2 PARTS..
PART ONE.. UPSELL TICKETS… WHEN PEOPLE PACK THEATERS OPENING WEEKEND OFFER THEM A SECOND SHOW FOR HALF PRICE( THEY CAN ONLY CHOOSE THE OLDER MOVIES WHICH ARE USUALLY HALF EMPTY ANYWAY!)
PART 2 ADD MORE SERVICES LIKE STARBUCKS AND BARS AND FULL FOOD MENUS TO KEEP PEOPLE IN THE THEATER FOR TWO SHOWS OR LONGER… MAYBE MERCHANDISING TOO BUT THATS NOT NEW..
BASICALLY THE THEME IS TAKE CARE OF THE EXISTING CUSTOMERS AND MORE CUSTOMERS WILL COME.. NOW GIVE ME A JOB!)
Comment by david crawford -
What if you launch your movie with the gender opposite movie blockbuster that has been enormously marketed. You show it at the same times and theaters, but either geared more toward females or males. For example, if your movie is a military movie then launch it at the same time a romance blockbuster is launched and offer a “date” discount so that when people are on dates the guy can go see your movie and the girl goes and sees hers.
Comment by mark -
Personally, I like to watch trailors. They give me a sense of wheather or not a certain movie would be somthing I would want to see. The idea is simple…. email. So many companies market themselves through mass email. You could find potential movie-goers by marketing to people who have accounts with websites like fandango, and ifilm, and then send them new movie trailors directly through email. You could pay someone 10 bucks an hour to work from home for two hours, and have the new movies marketed to literally thousands of people a day. Another idea… create a website where people can sign up to recive trailors, info about new movies, and stars. I have found that somtimes, its the cast that sells the movie. If Tom Cruise is in a movie, people will watch it, even if its bad. Through the website you could have a form where subscribers list their favorite types of movies, as well as their favorite actors/actresses. That way you could effectivly market each movie to its target audience. You could even have contests or drawings each week to give away a certain amount of free or discounted movies tickets. I dont know many people that would skip out on a good free movie!
Comment by ray -
Mark,
I read the challenge on your blog with great interest.
What you need is a network of interfaces that are where millions of consumers are everyday. These interfaces would allow the consumer to see a movie trailer, buy or rent a copy of a movie or purchase movie tickets. The interface would be easy to use and as consumers used them, the data would allow you to inform the consumer of a movie before you even launch it.
My team and I are in the process of building such a network. This network of kiosks will be in high traffic locations and will rent and sell DVD’s. A studio such as yourself could use these kiosks to promote your movies for both in theatre and home viewing. In addition there are cross promotional opportunities with the retailers as well as opportunities to tap into our loyalty program as we build out the network.
Our plan calls for us to have over 2000 kiosks in the next 3 years which will allow us to be in front of over 2mm people a day.
If this sounds intriguing I am happy to send you more information.
Comment by David B -
Mark,
I read the challenge on your blog with great interest.
What you need is a network of interfaces that are where millions of consumers are everyday. These interfaces would allow the consumer to see a movie trailer, buy or rent a copy of a movie or purchase movie tickets. The interface would be easy to use and as consumers used them, the data would allow you to inform the consumer of a movie before you even launch it.
My team and I are in the process of building such a network. This network of kiosks will be in high traffic locations and will rent and sell DVD’s. A studio such as yourself could use these kiosks to promote your movies for both in theatre and home viewing. In addition there are cross promotional opportunities with the retailers as well as opportunities to tap into our loyalty program as we build out the network.
Our plan calls for us to have over 2000 kiosks in the next 3 years which will allow us to be in front of over 2mm people a day.
If this sounds intriguing I am happy to send you more information.
Comment by David B -
Im a salesman.. i believe the solution is simple. upselling the tickets!! Opening weekend the hot movies are usually sold out.. But there are always movies that are not sold out on any given day at any given multiplex.. these seats can all be filled if the ticket agent upsells a second ticket of certain(not as hot) movies at half price. keep the seats at capacity.. more revenue.. I think most people would see two movies for under 20 bucks.. this will solve the problem not in price but in volume.. i really believe this would work… if the theater adds more services and food options people will spend the money and time… 🙂 the solution is not to try to get more people to come.. The solution is to take care of the current customers.. Master that first! the rest will follow!
Comment by david crawford -
Im a salesman.. i believe the solution is simple. upselling the tickets!! Opening weekend the hot movies are usually sold out.. But there are always movies that are not sold out on any given day at any given multiplex.. these seats can all be filled if the ticket agent upsells a second ticket of certain(not as hot) movies at half price. keep the seats at capacity.. more revenue.. I think most people would see two movies for under 20 bucks.. this will solve the problem not in price but in volume.. i really believe this would work… if the theater adds more services and food options people will spend the money and time… 🙂 the solution is not to try to get more people to come.. The solution is to take care of the current customers.. Master that first! the rest will follow!
Comment by david crawford -
If you build it they will come…
How about a movie theater people LIKE going to? With reasonable prices, themes, family night, date night, dog day afternoons, bring your own snacks, Dollar Days and Mom’s Day Out, screaming babies welcome on this day…..??
Market the people AND the movie.
Not to mention the fact you have the power to show any movie you want to for as long as you want to, the way people want it. Word of Mouth is a very powerful tool.
Going to the movies is a chore these days, not a treat. Make it a real experience, not just a pretty package. People will remember that and will be faithful to that.
– L
Comment by Lynnette -
sounds like your main challenge is, “how to get people out of their homes and into the movies without spending much money on marketing”. What if the people were already at the movies and made their purchasing decision at the movies and not at home or on the way to the theater? what if you used the dollars already spent to market another movie and right their marketing coat tails to market yours. By this, I mean if they already decided to go the movies to see a movie and to spend money, then we don’t need to spend money to get them. We just need to somehow influence them at the theatre.
Comment by mark -
Have you ever been to the Apple Computer store on the Third Street Promenade in Santa Monica, California? If you had, you would have noticed that it is always very crowded from the moment they open until the moment they close. They sell great products and they have an interactive, cool retail experience for the customer. There is always something new to see and explore that entices customers into the store. You have to create the right environment in which to sell your specific product.
HDNet wants to generate interest and excitement in your movies without spending the ridiculous amounts the studios spend. My marketing idea is to create a retail store experience for your movie consumer in a groovy, niche, boutique way. You already control development, production, distribution, and exhibition. This way you control all the marketing and you do it in a new way and a new model. I would also create a magazine, catalogue, and website for the store. You create a buzz and want-to-see factor well in advance of the movie’s opening by showing movie trailers in a new way as well as selling merchandise related to movies. The cost per year to maintain one cool retail space in LA and NYC would equal that of a few prime time network tv ad buys during “American Idol.” But the store has to be cool and I can tell you how to make it cool and I know how to find and hire the cool people to make the stores cool.
You should not be marketing movies the same way the Hollywood suits have always done it. The suits are the guys who care about what model BMW they drive, where they eat lunch, and where they are seated when they eat lunch. You are not that guy, Soderbergh is not that guy, and neither am I. The suits use the National Research Group to recruit an audience and preview a film. They make the audience fill out cards and rate the movie. Based on the scores, they determine their media buy for each target audience. I believe their old school techniques are used because they don’t really understand who they are selling their product to and so they just overspend to cover their asses and make an opening weekend number in the trades so they can keep their overpaid jobs, expense accounts, and their 7 series Beemers.
Everybody knew about Apple computers before they opened their groovy, unconventional retail stores. Revenue per square foot at Apple stores last year was $2,489, compared with $971 at Best Buy, according to Forrester Research , a market research firm.
Comment by Maria K. -
If you really want to improve the movie business, the way to go is to look to emerging artists and media that are fresh and happening right now. “Four Eyed Monsters”, directed by Arin Crumley and Susan Buice is such a project. I heard about the project from friends who emailed me the films’ website. I downloaded the podcasts created by Crumley and Buice and watched them all before I ever saw the film itself. The podcasts are a great way to learn about a film and build momentum for a screening. By the time I was able to see the film I was so excited to finally see it. “Four Eyed Monsters” did not let me down. I loved the film; it is so origional, honest, and real. The skills and talent of the films creators is amazing considering they did it all on their own financially and with mostly homemade sets. Young creative people is what the film industry needs to stay current and profitable. Making movies is not all about big names and big money – it’s also about the creative process and the creators themselves. “Four Eyed Monsters” by Crumley & Buice gives a refreshing eye into the process of a relationship as well as art in the making. I would love to see this film again and invite friends who are already excited about the film. I know at least 10 people who would come to a screening in my home town. Thanks for asking for input in this matter and for considering the work of young creative people. Sincerely, Rachel Icaza in Santa Rosa, CA
http://www.foureyedmonsters.com
Comment by Rachel Icaza -
Mark,
I think you are looking in the wrong direction. The problem isn’t how to market films, its that the product sucks. It isn’t worth the money to go to the theater when you can rent the thing for 2 bucks. The theater does not offer enough extra. Many people, myself included, don’t even think the product is good enough to be worth my time, and so wouldn’t even go for free.
I mean, lets face it, every plot theme has been played out 100 times. There haven’t been new ideas in years. All the innovation has been in special effects, and I question the value of this innovation in a business sense, because it also has been such a driver of movie cost. Now, Hollywood has gotten so bad all they bother to do is crank out sequels, re-makes, or convert comics & such to screen – going with safe ideas of things people are familar with. This works to some degree, but you morgage your future.
As I’m sure you are well aware, big profits come not from being the seveth guy to do something, but from innovation. The movie business badly needs something new in the product, and not just another gimmick that gets old in three weeks. If you want people in theaters as well, you better have a reason to be there rather than watch it at home, and I don’t think lower cost or marketing gimmicks will do it.
And don’t get me started on TV. The problem is 10x worse.
Start looking for the next content, not the next marketing scheme. HDnet will work for a while, until others enter the market and HD becomes standard. Then profits will plunge. Don’t worry Mark, I expect you to sell it high like you did with Yahoo 🙂
This is a guess, and if I had real ideas I would be working them, but the next big content will probably been some sort of social thing through the net. It will arrive once the net can be piped cheaply into every-one’s living room (the PC is not where the family spends time as a group)
Comment by ER -
Unless things in the movie industry have changed in the last decade (which seems like a rather rhetorical statement, but I doubt they have), the movie theatre itself actually makes nothing off the admission tickets that it sells. That money goes directly back to Hollywood. The only money we make is from sales at the concessions stands, which is why things are priced the way they are.
Get the Hollywood big name actors doing better movies for more reasonable amounts of money and you’d likely see the price of admission drop.
However in the end, as with any business, the quality of your product is what will keep customers coming back for more. See the various posts above regarding what most people think of the quality of the products Hollywood has been producing for the last 5 years or so.
Comment by Boris -
It may have already been said (I admittedly didnt read EVERY previous post) but here is my random two cents.
Frequent “movie miles” – a rewards program where movie goers get rewards for attending specific screaning.
Opening night 10 pts
Opening week 5 pts
opening month 1 pt
Then you can trade those points in on items. (Similar to frequent flier miles, or reward point on cigarette packs – for a non-PC comparison)
Granted this by no means addressing the advertising or marketing aspect of your question but it is just my start.
In some ways I believe that since movies overall are a “old” technology we may need to advertise them in an “old” way. The movie industry has changed but overall it is still a few moving pictures with a sound overlay. (not to take anything away from the talented peole that are involved with the process). Maybe new venues is not the way to spread the word. Maybe we need to step back in time and see how it used to be done. Part of that means ORIGINAL movie ideas. While many people can relate to the numerous 80’s TV shows that are being made into movies they arent original and showing something we havent seen before. It seems that a lot of the animated films are doing pretty well since
A. they appeal to folks of all ages
B. they are new and not trying to relive the history of some of our favorite shows.
I have a ton of other “out-of-the-box” but yet very far fetched ideas. For example:
Give the theatres more of a living room atmosphere. Little cubicle area where folks can take a family and be in a seclusion and feel like they are at home. Basically take them out of their home but make them feel like they are still there.
Another stupid idea is themed night. Folks “dress-up” and get into the movie for a cheaper price. (hey i said it was dumb)
Rambling – incoherent thoughts complete
Comment by Dan Putt -
The problem with going to the Movie Theatre is the price. The problem is not the quality of the movie, or the cell phones, or the people in the theatre, the problem is the Price. $8+ for a movie is way too much to pay when a DVD is only $18 or a rental is $4.
When my wife and I go to the movies we only go to certain ones. We keep up with all movies and the vast majority (80%) of all movies we call them “renters”. In other words, “renter” movies are movies that we will rent for $4 or buy for $18. Why would we pay $18 to see a movie when we can watch it for $4 in 2-4 months? That’s stupid.
We go to the theatre to watch the BIG movies like spiderman, batman, the break-up, wedding crashers, king kong, etc. The movies we see in the theatre are either
1.) Movies with big special effects and a good story (example: King Kong).
2.) The rare movie that does not have many special effects but has a really good story and/or a must see actor (example: The Break-up because of Vince Vaughn or The Ballad of Ricky Bobby because of Will Ferrell)
The problem is the price of movies so fix that and people will return to movies. Let me give an example. We had a sneak screening of the movie “Stay”. The movie was a total flop in the theatre. The screening though? PACKED OUT. WHY??? It was free!!!! The movie theatre still made money though…why??? EVERYONE bought food…my wife and I even bough popcorn and soda because the movie was free and we never do that because I won’t spend $18 on a movie and then $10 on food. FIX THE PRICE OF MOVIES…
Movies should be priced based on a tier and that tier should be adjustable based upon performance. Movie prices should range from $2.50 to $9. The $2.50 movie would be a movie that is not expected to make much-say Clerks II for example. The $9 movie would be Pirates of the Caribbean: Dead Man’s Chest. Again why pay $18 to see Clerks in the theatre when I can rent it for $4???? But Pirates-worth $18 for sure.
This would be a winwin for theaters and the movie makers. For theater owner: more customers = more concessions = more money. For the movie maker: If you movie is not expected to make money then the people see it at a lower price the more money you will make. Ecomomies of scale come into place here. Similiar to Wal-Mart vs. Grocery Stores. Wal-mart may offer food but I can pay more for higher quality at Kroger. I will go to Wal-Mart for my canned goods but Kroger for my meat and fruits because of the quality.
Furthermore this tier will play into the century old rule of Supply and Demand. The demand for a certain movie will put the price on the higher end of the tier while the lack of demand for a certain movie will put it on the lower end. You don’t give the customer what they don’t want and then ask them to pay a crazy price. Give them what they want at a reasonable price. Movie Theaters must compete with all other forms of entertainment and so the price of a movie must be comparable to other similiar activities.
Mr. Cuban, as a movie theatre owner, (which you are) this could be easily tested. Take 3 movie theatres and implement the tier. Be sure to advertize these amazing changes in the community. Do this for a year. Then take those 3 theatres and compare them to three other theatres with similiar demographics. I guarantee that the three theatres with a tier would be more profitable.
Therein lies my job. I will implement the tier to three theatres and advertize the changes and then come to you after a year with the results. You compare them to three other theaters and if my three theatres are not significantly more profitable I am fired. However, when my program is successful then I will be in charge of converting all your theatres to the tier and in charge of advertizing the changes.
Thank You,
Jon Richardson
Comment by Jon Richardson -
#1 Previews mixed in with ads 30 minutes before scheduled show time. (Lighting set to half)
#2 Movie ticket stub becomes a punch card. First time you see the movie $12, 2nd time $9 3rd $6 etc. (Encourages repeat visits)
#3 Buy 5 get 6th free. (Encourages people to get their friends to go)
#4 Promo that allows people with multiple ticket stubs to the same movie the ability to purchase the DVD 2-3 weeks before the general public.
#5 Ability to purchase CD soundtrack at concession stand before it gets released in stores.
Comment by GMeyers -
Make great f-in movies and people will line up to see them no matter how much you spend on ads.
Comment by D. Yates -
A large population in our country speak Spanish and other languages. Subtitles for American movies will create more excitement and interest for American theatres and may bring in additional families. Have you checked out the latest stat on illegal immigrants living in the U.S.? We need something to do on the weekends when we’re not working.
Yours truly,
An Immigrant in Transition
Comment by Claudia Jones -
Mark,
This is easy, easy, easy. Make incredible movies and you won’t have to spend much for marketing. The movie should come first, the marketing second. I rarely see anyone quoted in the press describe it like that.
Too much emphasis on marketing is a crutch for weak products IMO. Here on the west coast, the burger chain, In-n-Out always does phenomenal business. McDonalds and everyone else is in a mad scramble for traditional advertising. They constantly tinker with their advertising, their slogans, their positioning. And meanwhile In-n-out just knocks them dead by keeping it simple. Their advertising is word of mouth.
The question isn’t how to get them into a seat at the movie theater. The question is, how can I make their friends recommend the movie to them. No one cares about traditional advertising anymore. 1 recommendation from a friend is worth more than thousands of traditional advertising spots IMO.
No one cares about the advertising. No one is going to IM their friends and say, “wow, did you see all these ads for spiderman, their using billboards, blogs, videos, myspace ads.” It sounds great to an exec to use all these different avenues, but no one cares.
People care about funny quotes. They want to quote with their friends. People care about how hot the girl is, (oh my god, did you see Keira Knightley). People want to be moved emotionally and taken to another place.
The differences between a good film and a great film are very, very small. If I was the top guy of a studio, I’d be focusing 99% of my time on getting the best content possible out there. Masterpieces of content.
Take the Star Wars franchise for example. If you took out the brilliant John Williams score, and if you changed things just slightly, the impact of the franchise wouldn’t have been nearly as good. Music, characters, and storylines get people in the theater.
You see this on DVD’s with deleted scenes. A few extra scenes can radically alter the quality of a movie.
I don’t think most in the movie business realize how small of a difference things can make.
The real money in the movie business is going to be made when someone stands up and admits, most movies suck and that’s why we’re not making money with them.
George Lucas could sell the 7th Star Wars movie on a raft in the middle of the Atlantic Ocean and he’d make more money than these horrible bombs (Poseidon). Nothing will change until the content changes.
Comment by John -
Four Eyed Monsters (FEM) seems to be on track with a solution to your problem by innovating in the Social Networking domain. I have heard about them from friends and family and they are a ‘friend’ of mine on MySpace because I BELIEVE IN THEM!
What they seem to get that other marketing “experts” lose sight of is they are ‘real’ people with a message and their video podcasts are great evidence of this. Your marketing gurus may do “Social Netowrk Marketing” to some degree, but not with style and grace that FEM has achieved.
You ought to hire them to train your own private staff of media marketeers to demonstrate the role of Social Networking technology and practice for future campaigns, and reveal how they cracked the nut of getting people at the grass roots level motivated to spread the word; this is MUCH more effective than any other kind of advertising because it demonstrates the highest order of behavior in a potential audience goer–DIRECT ADVOCACY!
The “us vs. them” mentality of the marketing establishment indicates to me they will never crack the nut of gaining attention of people in general and translating that attention into box office sales at a dececnt ROI. If you want to truly capture the attention of a potential movie goer, get friends and family to support it, refer it, endorse it and warrant your time and effort toward it and you will be successful; not just in filling box office, but creating a mystique around the movie going experience again without the enormous expense ad dollars for print and the like.
Sitting in the dark with starngers is not as much fun as it used to be. Now couples or groups of socially connected people want to experience a night out as one part of a larger evening. The value of the BIG screen experience is losing out to the comfort and cost effectiveness of home theater, but this can be mediated with a strong market demand.
Films that will tap into the big screen experience will do so ONLY if they are granted permission by an informed audience that demands the experience take place in such a context. In some ways it lets the true Market Demand takeover and eliminates some risk taking on the part of big execs who have isolated themselves from John Q Public…
In fact, if the movie industry called a total marketing cease-fire, slowly but surely, people would find alternate means to inform themselves of various these entertainment options. The ‘must see’ movie would re-emerge as a genuine thought in the minds of the public rather than a cliche tag line. This de-tente marketing experiment (except for trailers in the theater and time listings in the local paper) would save money and would allow the efficacy of more social networking campaigns to find data to substantiate their true value. If you can’t find a way to crack this marketing nut, take a look at the mid-night marketing campaign of movies like “El Topo” “Pink Flamingos,” “The Rocky Horror Picture Show” (to name a few)–they didn’t spend a dime on marketing outside local newspaper ads and now they are legendary. Despite mass-marketing by producers of the Rock Horror Picture Show, the audience didn’t pan out. It was only after a social event that took place outside the establishment was it able to flourish–it did so by word of mouth and advocacy by the audience! Now with Social Networking tools like what Four Eyed Monsters has done with pod casts and MySpace you could take that old recipe and add some 21st century zest to the mix! And at a very low cost, as well.
I could easily bring 50 people to a showing of the Four Eyed Monsters film in our local theater, because my group of friends and family value how Four Eyed Monsters have established relationships with its audience.
So, Mr. Cuban I’m afraid you had the power to go home all along: Just click your heels together three times and say “Four Eyed Monsters,” and you can find the solution your looking for!
Comment by Don Peterson -
You have to keep it simple for people to be willing to participate.
1. Empty seats in a theater are bad. Even a seat sold for a reduced price is better than an empty seat and someone in that seat means more concession sales.
2. Create a site where people pick the movies they are interested in seeing. They understand that they will be contacted with special pricing for last minute discount ticket prices. (they must register a credit card with site for all special promotion ticket purchases)
3. Schedule movies so that there is always a consistent amount of time for previews etc. Example a movie scheduled to start at 7:15 actually always begins at 7:45 (30 minutes of previews. Come up with an entertaining short or cartoons so that people don’t get bored during the time you need to market to impulse movie goers). People like previews but will still go to a move if they know they won’t miss the start. Inconsistent start times discourage people from going last minute.
4. For a 7:15pm listed start time movie that actually starts at 7:45pm At 7:00pm a check is done to see how many seats are still available.
5. The system does a query of people who live within ten minutes to twenty minutes of the theater. Very few people travel more than 15 minutes to their local theater
6. A ticket price is determined based on the number of seats left available.
7. An e mail is sent with the actual start time for the movie to registered users e mail and cell phone. This e mail or text message contains the movie name, actual movie (not preview) start time the theater and the price of the ticket. There is a limit on time to respond for the customer to get this ticket price. The system should update the ticket price every 5 minutes or so based on the number of tickets sold. If a show starts to sell out and you haven’t responded to the offer then the ticket price may go up.
8. The customer wants to see the movie and authorizes a charge to their credit card via their computer or their cell phone. The only way to get the special price is to pay via credit card (that is on account) and to do it within the alloted time period.
9. People who really want to see a movie will still go the first week and pay the full price. The last minute impulse movie goer is the one you want. They also may see a movie they were not sure about if they are prompted last minute and they get a good enough deal.
10. A simple text reply of a certain word or a click of link in an e mail can let you know if someone has seen the movie already so that you don’t send them alerts they dont want.
This will work
Comment by Michael -
MAKE GOOD MOVIES. LET THE DIRECTOR AND THE TALENTED PEOPLE USE THEIR CREATIVITY AND TALENT, AND DON’T NICKLE AND DIME THEM TO THE POINT THAT IT’S A PIECE OF SHIT LIKE EVERYTHING ELSE.
I know it’s not going to get me a job, but it’s a good place to start, no? Word of mouth is cheaper than anything else. If you’re got a good movie that’s above the rest of the bullshit out there, then people will tell other people, and it doesn’t cost you a dime!
The movie business is too concerned with the opening weekend and conning people out of their money before they know what hit them (and that it was a waste of their 2 hours), that they really don’t care if something flops after 3 weeks in the theater. But if you even start small and selective and then build it up over a summer, hell, you may even get an Oscar out of it. And there’s nothing better for DVD sales than that.
Yeah, it’s simple, but I figure the more you put into marketing a movie, the more you’re just trying to con someone out of their money before they can ask for it back.
Comment by Dave -
Dear Mr. Cuban:
I believe that the movies should be geared toward the baby boomers. A typical boomer may be described as follows: a member of a large demographic group; more disposable income; more disposable time; acutely aware that movies were very important to them while growing up; a wider group of friends and acquaintences; and active involvement with their grandkids (another huge group of customers). All of the above should be factored in the suggestions below.
The primary element would be to insure movies appeal to this market. Family movies historically make more money than other types of movies. Excessive violence, abundant expletives, bad moral values, and gratutious and excessive sexual content are not necessary to this group of movie-goers In fact, would cause them not to come to the theater and definitely not bring their friends or grandchildren.
Marketing the movie on a small budget to this group is doable. For example, boomers generally watch the early local news daily – ads for the movie on local news channels should be less expensive than prime time. Cable news on a local level would also be worth consideration. Local social or business groups can be given discounted tickets to generate “word of mouth” excitement, using the “wide range of friends and aquaintences and grandchildren” to spread the word. Most boomers are less computer literate than the younger age groups, but many have some access to computers. Blogs would seem to be the first line in the computer marketing on a low budget, and there are blogs of any stripe in most areas. Properly placed comments in various blogs would reach an immense number of computer users. Again, the word of mouth.
Ideas floated that include rebates for friends, etc, would not work with this group. Going to the movie has to be easy and simple, not complicated. If you can’t have inexpensive tickets and drinks and popcorn and candy, then you must have easy and comfortable and simple. You go, you pay your money, you watch the movie, you leave having been entertained. Easy and simple.
My parents are baby boomers. They want to enjoy a movie. TV ads, billboards, personal appearances, newpaper ads, and pop-up ads do not make them want to go to a movie. Previews at the theater and what other people say determine their movie attendence. Simple. Easy.
Edwin Link
Comment by Edwin link -
Longer trailers, like book excerpts. Too long to show before movies at the theater but suited to something like Nothing but Trailers on HDNet and posting on the net. Maybe not having traditional trailers in the theater would be an added draw.
Get people interested in the rest of the story or a particular character. This conflicts with the model of simultaneous release on DVD and HDNet but it seems like you need the idea planted that this experience can only be had in a theater for some time to come (until the paperback comes out).
Comment by Miller Logan, M.D. -
Mark,
I’ve read many of the comments posted and have to say they all sound like the bullshit taught in Marketing 101.
If you want to sell tickets you need to do it the good old American Way…Start a telemarketing center in India and pay them a nickle for every ticket they sell.
I’m a stockbroker and if I can sell someone 1,000 shares of OSTK over the phone. I think a $10 movie ticket would be a layup.
Comment by Tony -
implement a social software platform for the actors in the movie. Think about a MyJonnyDepp place where fans can aggregate data about his movies and talk about his past and future roles.
It becomes searchable and indexable.
See http://filmcrowd.com/ which is still very wide, break the social network to as small as possible, down my actor and movie.
Hans
Comment by Hans A. Koch -
Here is an idea that is not new, just underutilized. It is also not for specific films. Hence it does not meet your criteria. However, because of Landmark, I think it is still worth mentioning.
In the state of Hawaii you can purchase books of discount movie tickets for Consolidated Theaters from the HR office of most mid-size, large and nonprofit companies and at many school offices and bookstores. It is usually marketed by these businesses to their employees as a benefit and it is hugely popular.
I mention this because Hawaii is the only market where I have seen this done on such a large scale. It is so popular that people who don’t work for companies that offer these ticket books often get their friends who do to buy ticket books on their behalf.
At employee orientations and weekly meetings you will often hear somebody say, “And don’t forget, if you want to buy a book of discount movie tickets…” They are often pushed by company employees with the fervor of a United Way rally. They are also given to employees as a reward for good service or performance.
The great thing is that there are not a lot of restrictions on these tickets either. Do you want to go see a top movie on a Friday night? No problem.
Sure many theater chains sell ticket books at the box office. The genius of Consolidated Theaters is that they cracked the workplace and have made these books a highly prized commodity throughout an entire state.
Comment by TomS -
The real question is: How to make people see the movie in the theater INSTEAD of on DVD or (in the future) downloading. This is why good movies even if they have a solid target audience (Enron) might not go gangbusters in the theater.
For people to go to out to see a movie it would have to be either:
1. A visual experience that the DVD option would not do justice (Lord of the Rings).
2. A film which benefits from the audience response (screams or laughs – falls inline with the ‘laughter is contageous’ concept – Napolean Dynamite.)
3. A hot topic that they want to support – almost like a contribution or voting (Farenheight 911, Passion of Christ)
4. Something which is unavailable on video – ever. This is the opposite of day-and-date – but what if something that was interesting and supposedly good simply was never going to be on video? Certainly the interested audience would go see it on the screen.
5. Something for which the experience of the theater is only part of the movie experiences. A perfect example of this would be “Ashes and Snow” (http://ashesandsnow.org/)
6. A situation where to have seen the film is to be part of a club. The book “Cult Marketing” has an excellent chapter about the idea of a core group from whom your entire company is based – and that core group is like your cult following. For the movies – David Lynch, Kevin Smith, Woody Allen – these are filmmakers who have a fanatic core following. But like Winham Hill did with music in the 1980’s – a film distirbutor could do the same – make their own brand identity and establish their own core audience.
The more of these the single movie has – the more likely people will hit the theater for it.
The other issue to address is habit. Humans are incredibly habitual. If they started going to the movies every Tuesday – they’d get used to it. They’d crave it. to get that started, you could offer movie club purchases – espcially for light nights (weeknights). Something where someone buys a season pass essentially to the theater. This pass could even be the cornerstone for being in “that cult” – people get very adamant that they are movie lovers – well, movie lovers have the season pass.
And as for “trickery” – here is my most tricky idea: What if you spend nothig on marketing at all. Instead, you offer that money to people who believe they could market your movie and sell X number of tickets. It would work like this (with rough numbers).
If movie tickets cost $10, theater gets $3 (based on 70/30 opening split) – you want $3 – someone can make $4.
the distributor sells tickets for $6 in bulk to people who believe they can move these tickets using their online prowess or just hawking them on the street. Maybe their strategy is to use their online friends and sell them for $9 bucks. Maybe they sell them for 7 bucks on the street. Maybe it’s a company like rottentomatoes who offers their heavy participatnts 8 dollar discount tickets etc. Whatever it is, you don’t care – you just care that they’ve bought them from you and that they are now doing the work to move them. You provide all the trailers, epk’s etc. Whatever you wat. You sell in 100 ticket bulk. You could scale it even at 600 for 100 or 5000 for 1000 tickets. People can always go right to the theater and get their 10 dollar ticket – but now you have a bunch of marketing partners who have an interest in marketing your movie for you.
Oh yeah – and other than making the trailers – you’ve spent nothing for ad buys.
And by the way – speaking as someone who worked in the trailer making business a little bit… there are ways to cut the cost of that process by 80% if that is any consideration in this whole picture. Disorganization and people with high profile business cards not spending their own money and a few other details leads to massive money loss.
Let me know if anything here is of interest.
Comment by The Unknown Filmmaker -
My seven-point proposal is…
1)The theater should almost be like a dance club, but without the loud music. Stay with me. Inside, there should be alcohol for those who are of age (wristbands would work) and food and soda for those who are not. This instantly makes it young and hip.
2)Have the theater open only at night, say 7pm-3am. This cuts down on payroll and reinforces that this is a “night spot.”
3)Limit the films to independents, thus making it unnecessary to mass-market the films. Since you don’t have to pay Bruce Willis 20 mill, you also don’t have to spend just as much to market a poster of his head. In terms of marketing these independents…
4)Only market the films in theater. Have posters of the films along with trailers playing on in-theater wall plasmas. That’s all you need because that’s what America uses to make their decisions presently. You can walk in, view the options, and make a selection.
5)Have only about four films screening at the theater. Mix the genres. One action film, a gross out comedy, a romance, etc. You walk in, see what you’re in the mood for, and buy your tickets.
6)Standardize start times. 7pm, 9:30, Midnight, etc. That way, people don’t have to worry about looking up times, finding a newspaper, etc. All the films start at the same time, every day, every week. People will always know when they start and it will be easier for them to be repeat customers. If that means not booking a three-hour Hungarian epic, so be it. No film should be longer than two hours anyway.
7)Cut deals with restaurant chains. This is where the majority of people decide on what they’re going to do the rest of the night. If I’m at Red Lobster with my date and the waiter, because of the partnership with your theater, can sell me film tickets to your theater down the street, it makes it an easy choice. Perhaps the tickets will also have a discount for buying then and there.
In summation, people will go out to dinner, then walk over to your theater, have a drink, and choose a film.
Forget marketing the films themselves. Market a night out. The films are almost irrelevant.
People go to the movies as an event. On dates, with their friends, etc. It almost doesn’t matter what the specific film is.
Make movies hip again, Mark. You can do it. I can help.
Comment by MK -
Traditional media and IMDB tell us months, years in advance what movie is planned already.
From that moment, let the audience grow in the movie. But more as than ‘myspace-way’.
‘Flickr’ us pictures from meetings, deals… podcast, vlog straight from set… as the movie is being made, sell your ‘left over’ clothes on ebay (honestly, ever thought off how big the marketing effect of the ebay auction off ‘the suit george clooney IS GOING TO wear’ in movie x could be?).
Sell tickets on ebay to go to the actual set, make those things open to the audience and don’t let them be run by the ‘classical media/corpos’. Make us live the movie while it is being made, hype us just as much as the team behind is.
I don’t go to myspace because it is not my ‘thing’ so I have no touch with the characters.
I love the ‘specials’ on DVDs but I would even prefer to tell everyone ‘Hey you should have seen how they did that’ BEFORE the movie got released.
Let us grow with the movie, and even catch something (as in items) before its final cut. I want to see the ‘kid’ I saw growing up.
Comment by franky -
I think you should consider the Value Per Action advertising model we are developing at Jellyfish.com as one possible solution.
Instead of interrupting and annoying me with wasteful movie advertisments, billboards, banners, etc., why don’t the studios bring me directly into the value of their advertising by sharing back a portion of the advertising fee with me each time I book a ticket online. Get rid of the waste and inefficiency of traditional advertising and allow the studios to use their ad dollars to drive demand in a risk free, verifiable fashion.
I would propose the following:
1. Partner with Fandago, Moviefone, Movietickets.com and other online ticket services to leverage their ticketing infrastructure
2. Integrate the Jellyfish VPA sharing concept within this online ticketing system and promote a new online ticket service (VPAMovieTix.com)
3. Allow the studios to bid for sales using their advertising dollars, driving demand with pricing promotion in this new risk free channel
For example, I want to take my kids to a movie this weekend and visit VPAMovieTix.com. I look for the latest childrens’ movies, watch trailers, read reviews, etc., and select which movie tickets to buy. When I buy, the site gets paid a commission for the sale (the per sale advertising fee paid by the studio) and shares back at least half of that commission with me to lower my effective price. In this way, I directly benefit from interacting with the movie advertising and have extra money in my pocket to buy more popcorn (how the theatres make most of their money, I believe). The studios get an efficient channel and could spend lots more to drive demand for movies that weren’t hitting their numbers, and less for blockbusters that were doing well. And again, all of this advertising would be risk free because the studio would pay only for sales and they could directly set what they want to pay per customer.
Once this system is up and running there are a number of powerful means to drive additional demand. These include:
-Syndication: Click on a banner and watch a movie trailer or advertisement; buy your ticket for this coming weekend and get a cash discount
-Promote to Friends: Get your friends to book their tickets at VPAMovietix.com and earn revenue
-Push Recommendations: VPAMovietix.com knows what movies you like and could suggest new movies that you might be interested in (with your permission and with a cash discount if you buy a ticket)
You can view my full proposal on the Jellyfish.com blog:
http://www.jellyfish.com/blog/2006/07/25/why-mark-cuban-needs-the-value-per-action-ad-model/
Comment by Mark McGuire -
You are probably getting a thousand ideas, but lets start with the problem. Why I don’t go to the theatre any more. It is a miserable experience standing in lines to buy tickets, buy my popcorn, and find a seat in the theatre. And even if I get their early there is always someone who arrives late and makes me stand up to pass by me. Inevitably I always miss the first few minutes of every movie. Now I know you can’t control when people arrive or even how fast the movie theatre employees work. Don’t even think about starting the movie late. I hate it when things are not on time.
The true solution is, let me watch the first ten minutes in high definition on the net, in DVD content, via CableTV. Something. If I like the first ten minutes, then I will go see it. If I don’t then it is a problem with the movie, not the marketing.
I can go to the bookstore and read the first few pages of a book. HELL, I can do that on Amazon and BarnesandNoble.com
Why can’t I do it with a movie. Now if I know the first 10 minutes and I am compelled I will be itching to go see it. And if the popcorn line is long, I am not doomed to be upset because I have seen the first 10 minutes already.
Let people put this stuff on their myspace page. I may have never heard of the movie, but I just might sit for 10 minutes if a friend reccomends it. Let them play low definition, but give me access to the HD stuff.
Put it everywhere!!! Movie Previews SUCK. I want the movie!!!!!!!!
This is just the beginning of the ideas. Theatres need to be fun! I used to love going to the movie theatre. In high school I even got a job at one because I loved it so much. Now I absolute dread going there because it only frustrates me. Its not about spending the money on marketing. Its about making me look forward to going their. Forget about content. The movie theatre should give me the same excitement that Disneyland does.
If I am in a good mood, no matter how crappy the movie is, I will still probably enjoy it.
Comment by Bryan Focht -
Mark,
—The Current Model—
New Release movies are shown across the country in every city, with several showings in the same city. In addition to that, people can just wait and see the movie on DVD or PPV or whatever if they just wait a few months. There is no incentive for people to get out and see the movie on a given date.
—The Goal—
A premium must be placed on the movie and the experience of going to the movie. For example, if I want to see a broadway show, I must go to New York City. Yes the ticket is expensive, but the experience is exciting and fun. If I want to go to DisneyWorld, I must go to Orlando and visit the Magic Kingdom.
I would like to create a buzz about a movie and make it so that tickets are hard to find. For example, if I want to go see the Texas vs. Ohio State game in September, I better be willing to spend a lot on tickets, because tickets are limited and hard to find. Everyone has a price they are willing to pay…
—The Plan—
Create a “movie tour”. The first week, weekend, etc., only show the movie on a select screen or screens in one city. This accomplishes two things. It makes the ticket harder to attain and it makes it exciting and fun.
Each week, the tour would shift to a new city. At this point, the media attention of the movie would grow as articles, buzz is being created, thus creating free advertising.
Tickets would go on sale via the web on a select date, and limited in quantity.
Each “movie tour” could last months, if not years if positioned properly in the market. Obviously, the movie would have to at least be worth seeing and appeal to a certain market, thus creating a buying atmosphere.
For example, if a really great animation film came out, what parent wouldn’t want to take their kids to see the movie when it came to town? A premium is placed on getting this ticket.
—Pricing Analysis—
Now that a buzz has been created in the movie experience, pricing can increase with demand. Yes, thats right, you can actually raise ticket prices.
—DVD Sales—
Once a “movie tour” has completed, potentially several years for a great movie, only then is the DVD brought into the marketplace.
—Conclusion—
Create a product worth getting out and seeing. Let the media and word of mouth sell the ticket at a higher price than today. Its not the movies that people aren’t getting out to see, its the fact that the movie market is oversaturated. An “experience” is worth paying for…
KJ
Comment by KJ -
Hi Mark,
I think you should give me a job based soley on the fact that I’ve been wanting to work for you for some time now. I think you’re a genious and want to study the way you operate. No shit. On my myspace ‘Who I’d like to meet’ section, you are the first person listed.
That aside, I’ve read some of the comments below and see a million great ideas. A lot of it is more of the same. I work in distribution doing theatrical sales and promotion, etc. My boss has had me make myspace pages, I run our street promo teams, etc., so I understand your frustration. We face it daily and we even have a very specific target market.
I personally believe that the destination element is key. And integration. Making a theatre more than just a theatre. Making it a cutting edge forum for film and fun (pardon the cheese) is essential. Alcohol is always a good start. Food is good too. But what about bringing internet lounges into the mix, kind of like what McDonalds is looking to do. Also, in the case of Landmark, even though ‘independent film’ is your primary focus, you should not fail to focus attention on the under 18 crowd who have limited options on a Friday night, but have the expendable income to pump into AMC/Loews. Have your film buyers be sure to program some options for them as well.
But my **brilliant** idea that I didn’t see anyone mention, that should get me the job with you, is simple. After a little theatre chain makeover, take all of the advertising that you do for each film and apply it to your theatre chain. Advertise a night out at Landmark. Not the film. People do respond to advertising. But they have too many films to choose from. They don’t have nearly as many Friday night destination choices. Make Landmark hip, not Bubble.
K, that’s about all I have off the top of my head, but would love to brainstorm more from my new office. 🙂
By the way, I love your film buyers, particularly Mabel, Mark, and Ruth. Keep them. They make me smile even when I’m frustrated about how to market our films.
Thanks for being awesome!
Comment by Megan -
Go back and see how Blair Witch and the original Matrix used the net…
Comment by Matt Cleary -
Dear Mr. Cuban,
I first would like to start off by saying that I applaud you for this innovative way to reach people. A fellow film fanatic who saw your Movie Business Challenge and forwarded it to me directed me to your weblog. I find it refreshing in today’s corporate environment that someone like yourself can find the time to come up with such a challenge. I have visited several Landmark Theatre locations and was impressed with the cleanliness of the buildings and friendliness of the staff. I think that people are forgetting that going to the movies is an experience and not necessarily about going to see a particular film. I also have a lot of respect for Landmark Theatres in regards to the types of films that are played. I think what is referred to as “Independent Films” or “Art House Films” will soon become more of a mainstream than it already has. My answer is more broader to the question of how to get someone out of the house to watch one movie – my answer is to the question – how to get more people out of the house to see more movies in general. That has been a challenge that the movie business has had since its inception. With technology growing in leaps and bounds, trying to market a specific product to a specific person is virtually impossible. Not to mention getting people to leave their homes to actually go out and do something – period.
I have been promoting movie theatres for the past 17 years. When I say theatres, I am talking about the 30 plus motion picture theatres I have managed over the last 17 years. I have always taken the approach that I am marketing the actual theatre location that I am managing and not the films that we have played. While I have promoted different films over the years, my goal has always been to keep the audience coming back to see the different films that we play and not one specific film. I have followed advice from marketing firms, public relations consultants, and people who have been in the business for years. I have actually come up with my own formula that works for each location that I have managed. This formula works better for new locations, but I have found it to be successful for existing locations also. I tested this formula in markets like Las Vegas, Miami, Baltimore, and Cincinnati. It has worked each time. As a theatre manager, it was always my goal to increase revenue, per capitas, and attendance at each location. I truly believe that the basics of this formula can be used on a national level. To increase revenue and spark renewed interest in going to the movies. I think the coolest thing about my tactics – is that there is very little money being spent. I also truly care about the customers and the money they spend. Also, this business has kept me excited about what the next week will bring and I think it’s important to be truly excited about what you do for a living. I really think the Motion Picture Industry is in dire straights right now and I would love to be given the opportunity to make a difference. Movies have always been my passion since I was a child. What has always been important is the atmosphere that movie theatres have. Hollywood has always been inconsistent with films – some good some bad – what is important to me is remembering where I saw a particular film – then going back to see another film at the same place.
Now on to why I actually wrote this e-mail. Marketing Movies in a completely different way to the general public for the purpose of getting people off their couches and into movie theatre seats at their local cinema. I am going to go at this from a very generalized standpoint. I think that Hollywood and Motion Picture Exhibitors should do a grassroots campaign themselves. I think that like the Fandango.com website project, different theatre chains should come together and have a national campaign for ‘A Night Out at the Movies’. Actually, I think every movie theatre nationwide should be a part of it – chains and independents. It is truly sad that Movie Theatres are fast becoming part of ‘Americana’ or subjects of documentaries on PBS – about how things ‘used to be’. What can’t they be that way now? What happened in America that people want to shut themselves out from the world and not go out and be a part of such a cool experience as ‘The Movies’? This is where the marketing should start at: Getting at the root cause of why the Motion Picture Business is suffering. I know that people complain about the prices, but haven’t they always? I know people’s standards have gone up as far as presentation and sound in an auditorium – but haven’t we, the theatre industry, raised our standards of showmanship (i.e. Digital sound and picture). So what gives? I think America has lost its sense of direction. So what we need to do is take this situation and make it into something viable. Have the government designate a national “night out at the movies” and if they don’t want to do it – get the National Association of Theatre Owners involved. Each individual movie theatre and Hollywood should at least attempt to take back Friday and Saturday nights as designated nights to go to the movies. Have a marketing campaign that points out all the positives of spending a night out enjoying the latest movie. Maybe even conduct a nationwide survey first – to find out what people actually think of going to the movies. Depending on those results – maybe we could shift the direction of the campaign one way or another – depending on those results.
Do you want to know what saddened me recently? I had an elementary school come to see a movie a few weeks back. They rented out the theatre and had a private show of a film. The teacher explained to me that the children were being read a book in which the character goes out to the movies. The children in the class were confused – because not a single one had ever been to a movie theatre and understood what it meant by ‘going out’ to the movies. So the teacher got a fund together and treated these children to a movie. I was in shock at that revelation. Maybe a marketing campaign in conjunction with schools on a National, State, and local level will insure future movie-going experiences.
I think you get the drift of my overall idea. I think the real challenge is taking all of what I have said and putting it together in one package. I truly enjoy what I do for a living. My personal goal is to own my own theatre or Drive-In someday. That way I can test my own ideas when it comes to this business that I am in. I know that someday I will be in that position – because the only difference between having a dream and obtaining that dream – is living the dream. All that it takes is facing the challenges and risks involved and knowing the difference in saying you are going to do something and actually doing it.
Thank you for your time.
Sincerely,
Dennis J. Benjamin
Comment by Dennis J. Benjamin -
The Golden Reel. At the end of the movie a code is shown. Movie-watchers can enter the code on a website to win a big prize (cross promotion opportunities and interactive programs on website would be made available). Only one theater at one select time will have the winning code. Anyone who enters the code and sends in their receipt from that show will win. That could end the contest but I would also offer a “second chance opportunity” to everyone else where if they answer a question about the film they are entered into a random drawing to win the prize as well. So one select theater would have two reels, one being the Golden Reel which would be played at the determined date and time, and one for all additional times.
Comment by Chris Tedrick -
Dear Mark,
I love the dialogue you started here! It appears that we all agree that the modern movie-going experience is overpriced and it sucks. Even though that is a key part of the product that you are selling to consumers and it needs to be changed, you specifically asked how to lower marketing costs so here goes nothing:
1) Make an investment in creating film brands and build a close relationship with the consumers of these brands. Think of it in terms of customer acquisition instead of treating each film like a one-off.
2) Align your marketing teams around your films & brands not your product lines.
1) CREATE FILM BRANDS
I am not talking about making movie franchises like Spiderman or suggesting that you cast A-List actors. It sure helps open your film but it’s not going to lower your marketing costs because you still have to pay large sums of money to build awareness.
Movie studios waste too much time and money acquiring the same customers over and over again. If you create an excellent brand and you are absolutely true to it then half the battle of opening movies is over. When purchase HBO I know that I am getting smart, high quality original programming. People are passionate about Pixar films but what does Warner Bros., Universal or 2929 Entertainment mean to them?
If you develop a personal relationship with the consumers of your brand and establish the necessary communication channels to reach out to them then the other half of the battle is over. The incremental costs for getting their attention will lower and you can reduce your marketing budgets over time.
2) ALIGN MARKETING AROUND YOUR BRANDS/FILMS
Studios make a film and then they resell it to consumers over and over again. If your entertainment companies are structured like most studios, you have different marketing groups handling the same film for each window: theatrical, home video, PPV, TV, etc. They don’t even specialize in selling to a particular audience! For example, a team specialized in youth marketing is best suited to handle a teen movie campaign though the whole film’s lifecycle.
If you think these are good ideas then I would be happy to drill down on specific tactics to support them. I’d love to hear what you think.
Regards,
Pete Mauro
Comment by Pete Mauro -
Movies have gone downmarket dramatically over the past 20 years. Now they are dumb, dumb experiences (and I’m not talking about the movies themselves, I’m talking about the experience entering the multiplex, buying tickets, being inundated with ugly cardboard advertising, sullen grim-faced workers, and then lowest-common-denominator advertising before the movies start).
Most movie theaters right now are taking their cues from the fast-food industry. It’s really like being in a McDonald’s. At best. They should instead look to Starbucks, say, or the Apple store. Give the appearance of culture, sophistication. They should give their customers some credit and aim above them, rather than, again, go for the lowest common denominator and alienating everyone but the teenage boys who will outgrow it soon anyway.
Heck, why not put a Starbucks or a Peet’s inside the movie theater? If the whole experience is re-thought from the ground up as an aspirational one rather than a crass, milk-the-stupids-for-their-money one, a whole new cachet can surround the idea of going to the movies. (Use words like “Cinema” instead!)
Of course, many Landmark theaters hit some of these points. But not in an earth-shattering way. Also, there’s no reason that these theaters need to be exclusively “art house” — the planners for the theater should pick the best Hollywood movies to bring more into the fold.
All this needs to be tied into a new brand that can plant a stake in this new territory. I got all kinds of ideas — like an upmarket video store section (call it “Film School”) with Criterion and Magnolia DVDs as well as the great classics (discounted maybe). Some smart partnerships with Apple (downloads) and Netflix can bring people into the fold as well. There should be an easy loyalty program as well. (Think Jetblue Trueblue.)
Hit me up, Mark!
Comment by Lukas Hauser -
Hi Mark,
1. Make a blockbuster. Something that merits millions in advertising revenue and will stay at the number one spot for two to three weeks (like Pirates of the Carribean).
2. When people buy tix for your blockbuster, offer 2$ off the price of admission for any other HD NET film to be released in the next ‘z’ weeks or months.
3. Make captivating previews for you other HD NET films and show them during your blockbuster previews.
4. One to three weeks after the release of your blockbuster, release the other HD Net films that were previewed in Step 3. You either always offer 2$ off any HD NET film or only reserve this offer for blockbuster type films.
Why this works:
It’s rare that seeing a movie is a real event that people are totally revved and excited about (e.g. Spiderman, X-Men, Lord of the Rings, Harry Potter, Batman Begins, etc.). Although less than 10% of all films released in the year are of blockbuster proportions, my educated guess is that they account for more than 30% of movie revenues (if not more), so it’s well justified to spend three or four times as much on advertising for these films, something you would have done despite my suggestion. Now, you stretch your buck. You use the advertising dollars to not only attract large audiences, but to showcase other HD Net films to these audiences (something you obviously already do) AND offer additional incentive to go see other HD NET films. Simple and easy to implement, no?
I hate to tell you this, but it’s extremely difficult to make a movie that sells itself. Moviemaking is more than an art…it’s magic. My point? Often, people really don’t care what they see. Usually the decision is based on genre and then available movies in that genre. So, if you can manage to have at least 1 HD NET movie playing for each major genre, if it’s all the same to the movie-goer, it’s safe to assume most would go and see the cheaper film.
Good luck.
P.S. It’s too bad that you’re not part of the NHL ownership yet…I’d love to see you turn the league on its ear.
Comment by Niraj Khanna -
Offer “season tickets”. Cluster movies together – for example, offer tickets to all four action movies from Sony in 2007 by offering reserved seating on the first day for the hot movie (or movies). If your customer wants to be the first to see Pirates 2, they also have to buy tickets to Invincible and (something else Disney produces).
Works for basketball, doesn’t it?
Comment by Larry -
Basically, you’re looking at a total dynamic change in the movie industry. The studios indirectly built an entire industry that keeps people out of the theaters (more $$$ on dvd, less to spend in the theater).
Basically, I think the best way to bring people to the theaters isn’t going to be viral marketing but companies/you focusing more on getting quality products into the hands of the people quicker. If it were up to me, I’d establish the market like this: A movie opens, its bare bones counterpart dvd is available *only* in the movie theater lobby (say for 2-3x the cost of a single ticket, basically slightly less than current “special edition” new releases). After a set period, 3 months, the run of the movie, whatever, the no frills dvd is pulled from the theater and the major retailers get the “special editions” (commentary, deleteds, etc).
This idea has upsides to all involved, there’s a bigger initial surge for the studios via traditional tickets and dvd sales.
Theaters would benefit, where, let’s take Superman for example. You get the die hard fans in the theater, you get families or people that don’t want the torments of typical “big movie” crowds buying the dvd, maybe while they’re there, they buy tickets to an older movie they initially passed on but are willing to see with less crowds. Further benefitting the theater as unless I’m mistaken, theaters get a bigger cut of the take the longer a movie remains playing.
Basically while digital distribution will also be a major player, there’s just something about a theater that I love and would hate to see them go the way of the drive ins so by boosting traffic at them via stripped release date dvds, they can remain solvent while keeping the studios and retailers (who benefit off the special editions) happy.
Comment by Rob -
I tried to explain one such concept some time ago. Rather than write a thesis in your comments, I’ll post the link. If you think it will work, run with it.
Please return your popcorn to the full upright and locked position
http://www.hypocritical.com/blog/2005/09/please-return-your-popcorn-to-full.asp
Comment by Rick Turoczy -
Mark,
Let me ask you this, have you heard of these movies coming out?
Beerfest
Jackass : Number 2
The Transformers.. Yeah I know “More than meets the eye” right?
Running with Scissors
Anyway, have you seen the trailers for these movies? I would think a majority of you haven’t? If you have seen them you had to go to the movies to see the preview or search it out on the internet.
Whether your a nerd, a regular movie goer, or a movie snob there are two things that get you to the movies.
The Buzz of a movie, and a good trailer.
My motivation to see a movie always comes from seeing an interesting trailer , but it seems like you hardly ever see more than a handful of the same trailers.
I know if you created a free membership program where you accrue points for going to the movies, viewing movie trailers online, and suggesting movies to other friends you could help motivate the “Moviegoer”, and collect valuable information on these “Moviegoer’s” that could help create a larger buzz down the road.
The process of accrueing points should be as effortless as possible. You would need a car or a key tag tag that you could swipe through a machine when you go to the movies and a corresponding code that you could enter into a website to help track your points.
The points could be redeemed for promotional movie items (which could be re-sold on ebay) , posters, discounts on movie tickets, food and drinks.
Here is an example of how the points could work.
Say you get 8,000 points for seeing a movie but it cost 25,000 to get a promotional item.
You could log on to a website and view trailers, or write out a review, maybe fill out a survey, refer a friend and accrue additional points that way.
I haven’t been to a movie in the past 6 months. I went to see Clerks II the other night, and saw previews for Beerfest which comes out in August, and Jackass : No 2 which comes out in September. Now I’m pumped about seeing both and it’s all because of the previews.
Thanks, Brent
Comment by millbx -
My recipe:
Set aside $5 millions from your usual advertising-marketing budget.
Put very small ads in local papers all over the world about your new contest :
$100 to the first 10,000 writers who send a synopsis (1/2 page).
The script has to be sent by internet.
The writer has to give a list of 100 people who would watch his movie.
$3 millions left…
Produce some marketing (TV show, podcast, etc.) around the selection of 5 writers and the making of the winning script.
That should cost $2 millions.
Then do the usual life cycle of the film and spend half of your normal ad-marketing budget because who already have 1 million email address to start the viral marketing thing everybody talks about…
$1 million left.
That my job;-)
Comment by Luc Prévost -
Playing Four Eyed Monsters would be a great start.
Their Movie: http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendID=14025601
Comment by Tyler -
Dear Mr. Cuban,
I know you are seeking one idea that will get people into theaters on opening weekends.
I have a few ideas that will help you with that but I also have several ideas for filling cinemas on slow weeknights and for adding value to people’s visits to the cinema.
Finally I have ideas that help develop a sense of community around the Landmark brand.
Getting People to the Cinema
A free Landmark member’s movie club would be a good starting point to get people to go the cinema more often. You have Landmark’s Film Club but it could become so much more than what it is now:
* Initially encourage cinema goers to join up by offering a free ticket to a movie of their choice when they sign up.
* After that every 9th ticket purchase by that member earns them a free ticket. Then use permission marketing to exploit the information you gather each time they go to a movie. Issue them with a card and id number that they use each time they buy a ticket, whether it is online, at an automatic ticket dispenser, or in person. By using the information on what movies each person went to see, you could, over time, build up an Amazon.com style database and cross reference with other members ratings and use the database to recommend upcoming movies they would like.
* Allow them to opt in to receive a weekly/monthly email newsletter with discounted tickets/vouchers for popcorn or soda if they go on opening weekend and bring a friend.
* Allow them to opt in to receive emails and/or text messages letting them know of specific coming attractions that should appeal to them based on their previous preferences.
* The emails, text messages and website would let the movie members rate the previous viewings on a simple 0-5 star scale.
* Change the Landmark website so people can rate, review and argue in forums about the movies on show. Member’s reviews help to refine the database to their preferences. The member’s database could also be expanded to include DVDs and movies shown on TV to further refine the results more quickly than relying on what they see in theaters.
* Encourage producers to create pod casts/web videos during production for use on Landmark website alongside the trailer to build anticipation in the audience well ahead of the release date. Much of this content is already produced for DVD extras.
* Let anyone access the reviews and ratings like Wikipedia, but members can input more information and it is weighted more heavily than non-members submissions.
* Members could also sign up for exclusive emails about free preview screenings in each cinema (two weeks ahead of release would give time for their word of mouth to spread, first 100 people to reply get tickets emailed to them, which they can then print out and present at the theater). If a screen has more than 100 seats the remainder of seats could be sold to non-members.
* Over time the member’s screenings could also be used for test screenings of movies in post-production.
* Members could pick their seats or sit in a reserved section of the best seats (membership has its benefits).
* Offer a free cinema ticket to a member each time they bring another member into the movie club program.
* Offer a free cinema ticket to a member on their birthday.
* Promote the member’s movie club on the Landmark website, on free monthly calendars and magazines, on screens and in cinemas.
* Offer “Members only” competitions with vacations to movie premieres and locations, free signed posters, DVDs, soundtracks etc. Every time you see a movie at a Landmark theater, you are entered into the competition.
* Eventually it would enable you to know which aspects of a movie are most likely to appeal to your audience’s tastes and tailor movies to suit before they are produced.
* Concession purchases earn points which are redeemable on concessions and tickets – like air miles.
* The members could also buy DVDs at a discount. Offer members exclusive content sections on DVD extras.
* The members could also get preferential rates for HDNet subscriptions.
Another option would be to let people pay a subscription in advance (somewhere between $20-35 a month) that would allow them to see all the movies they want that month. Some people will see several movies a week but some people will hardly ever go. It could also be offered at a reduced annual rate. Either way they still pay for popcorn, soda and snacks.
Increasing Volume
Coordinate kids club movies with movies targeted at parents – Parents can drop the kids off at a kids movie (add some trailers and cartoons to get a similar running time) and go and see a different movie themselves, picking the kids up afterwards.
Offer discount ticketing for parents. If an adult brings two kids to a “kids movie”, the adult pays child price. If an adult brings three or more kids to a “kid’s movie” the adult gets in for free.
Offer group tickets to companies, teams and groups with discounts or every tenth ticket free. For schools and youth groups the accompanying adults get in free.
For kid’s birthday parties of five or more, offer free popcorn and free tickets for accompanying adults.
Using Concessions to Get People to the Cinema More Often
Use popcorn as a persuader. Charge $.50 or $1 for all-you-can-eat popcorn. You’d still make a profit on it and it would increase soda sales.
One day a week (whatever day has lowest attendance figures at each cinema location) offer free all-you-can-eat popcorn.
At a time of increasing gas prices, offer a dollar off a movie ticket when a gas receipt is shown.
Promotion in Cinema
Advertise upcoming movies on popcorn containers, straws, drinks containers and on napkins.
Advertise upcoming movies on the back of the stall door in the bathroom or on top of the urinal.
Promotion Elsewhere
Put ads at gas pumps.
Advertise movies on supermarket receipts and gas receipts.
Link movies to target audiences:
* Advertise “chick flicks” and kids movies on pre-packed salads and on shoe boxes.
* Advertise action or sports movies on trays of beer or on bar mats or at sports venues.
Promotion and Added Value Before and After the Movie
Free mobile phone content – trailers as videos, ring tones, ultra short text reviews; all linking to Moviefone for their local theater.
Offer the same content to users for use on their myspace or other social networking sites as a promotional aid, rather than just set up myspace pages for characters.
Offer sound track music as ring tones on screen. Before you tell people to turn off the phone on the cinema screen offer them the music from the trailers they just saw as a ring tone by texting a 5 digit number. You could also offer lines of dialogue and sound effects as cell phone content.
Sell soundtrack albums and DVDs in the foyer, ticket office or concession stand. People are most likely to buy a soundtrack as they leave the movie: How many times have you left a theater humming the music and saying to yourself “I must get that soundtrack”? How many times do you actually buy it?
The back of the movie ticket could have a promotional code to offer a dollar off the soundtrack, the DVD of the movie when it’s released or for a similar themed movie that’s for sale right now. It could also offer a dollar off next weekend’s screenings of any new release.
Under Supplied Markets
Make movies targeted at baby boomers:
* They have an increasing amount of free time and plenty of money to spend, and they are currently very poorly served by most Hollywood studios that are constantly chasing the younger demographics.
* These movies would be cheaper to make than special effect laden blockbusters and you wouldn’t need to pay Tom Cruise $20 million to star in it to appeal to the boomer audience.
* They say there are no decent roles for women over 40 in Hollywood, s
Comment by Val Farrelly -
I think people often underestimate the price point factor in discussing an issue like this. There are a TON of people in America who can’t reasonably afford a night at the movies, so they just wait to rent the DVD in 6 months for $4.00.
What about a variable pricing model for the movie theater experience? This already exists to some extent, as the cost of a movie ticket varies by city and time of day. But what if you took that a step further and varied the cost of a ticket based on size of release (i.e. budget/commerciality of film) and time in release (the longer movie has been out, less a ticket costs). So people have options and can see a movie for $3 (just like on DVD) if they’re willing to wait a few weeks.
To wit:
If you want to see “Superman Returns” on opening night, you’re going to pay (let’s say) $15 instead of $9. But if you want to go see a smaller 2929 release like “Criminal” with a small budget and no major movie stars on opening night, you can see it for $4.50.
We obviously don’t know what affect this would have in terms of theater traffic on either side of the spectrum, but much like the Day & Date concept, it would be very interesting to find out. Maybe Superman’s revenues would skyrocket because the majority of the rabid comic book fanbase willing to pay $9 will pay $15. Perhaps lowering the ticket price for indie films would get a considerably larger number of adults out of their house simply because the $8 or $9 price point is the sole determiner of their decision to go or stay home.
I know one of the biggest issues with Day & Date is the theater owners’ reluctance to play ball. As I understand it, the theater owners make the majority of their profit off concessions – as such, they should be amenable to something like this, regardless of ticket price, as long as it theoretically equals more people through the doors, which equals more popcorn sold.
The perfect test subject for this is a small budgeted movie like Bubble or Akeelah – since you own Landmark, you can run the test in your theaters alone and see what happens. The press picks up on the idea (just like they did with Day & Date) because it’s thinking outside the box, and you market the price point change in a tasteful manner that doesn’t diminish the quality of the film or experience. Then compare the results to what the same movie is doing in other theater chains who are charging a full retail price.
If the test is successful, you might have your answer. If not successful, worst case it was a worthwhile gamble that didn’t cost you too much in lost revenues, as it was only tested in a few total theaters/markets.
Apple/Itunes selling individual songs for 99 cents scared the hell out of people originally because it was so different and risky and people fear change. Nobody knew what Itunes would do to overall music sales. Would people stop buying full CD’s for $15 and just buy individual songs for 99 cents? Similar situation here – I don’t pretend to know the outcome, but I know it would be interesting to find out.
Comment by Adam -
Mark, you can’t listen to the bull shit…
I’m 17 but I still think my opinion is appropriate…
The chance of you finding the holy grail of movie marketing is equivalent to the chance of me getting the job, sometimes the odds are just against you.
Fact is, if people aren’t talking about your movie, no one’s gonna go.
– You need a good movie because movies that are bullshit will never be successful (if you stamped the movie “gigli” on everyone’s forehead no one would go)
– You will never get a theatre to change the way they work unless you plan to release your movie in 10 years.
– People are lazy and have no reason to go…use them as catalysts to others. Word of mouth marketing (in combination with networking) makes sense.
The more people talking about your movie, the more will show up. Why use commercials, billboards, and all that other crap?
PEOPLE bring in PEOPLE, how you go about telling them is up to you, but at least leave a lasting impression on them to do so. You can’t use a bullshit approach…
– Sam
Comment by Sam -
A couple of ideas:
1. Buying tickets with a premium text message. This adds convenience, cuts some of the theaters costs, and allows for automatic integration of a customer’s purchase history into a database. People can buy ahead of time (they receive a text back with a code to type into the kiosk) or they can type in their mobile number when they get there, receive a text, and enter the code. They have a cancelation PIN that is valid up to 60 minutes before show time. Lots more options with this–most are obvious and need not be listed here.
2. Deregulate this like the airline industry. Stop selling stuff people don’t want just to compete with other theaters doing the same thing–a ticket at 10% below the typical price, a can of soda, and a small popcorn that I can buy with a text message a week before sounds good. Less overhead on the theater end results in cheaper tickets and more customers.
3. An online network–connect friends and allow them to see who wants to see what movie. Buy tickets as a group (each can still pay individually) and get a lower price. No one gets billed unless the minimum number is hit, so if a group wants the rate, no one gets screwed because somebody didn’t buy his tickets like he said he would.
4. Meet-up.com movie nights–same discounts as the other online network above
5. Dinner and a movie: prix fixe menu, a movie ticket, and shuttle service to/from the restaurant for a set price (add-ons are extra). Obvious integration with national restaurant chains
6. Club level seats
7. Multi-rated movies. Matinee showings of new movies on the weekends that are edited for younger audiences. This idea sounds like it might be expensive, though.
8. A private showing in a smaller theater and a pub-crawl that follows. All you need is a bus, and you are all set.
So these may address the issue from a different angle, but it would lower costs and make all those advertising dollars more profitable, even during the opening weekend.
MySpace helps, yes. But how long until there are 10 MySpaces all driving the profits to zero? This does not seem like a sustainable strategy, even if the overall internet organzing market is growing. I don’t think that MySpace is the savior–who wants to go to a MySpace page about a movie that doesn’t sound that interesting in the first place. Yes, it works, but I think it pretty much preaches to the choir.
The idea of changing the movies made today into films people want to see? That is a great idea. For me to poop on. Cheers for puting it out there, but it seems more like social commentary than a lucrative idea.
Bottom line: allow text message purchases and link to online networks. Capture email addresses and purchase history and sell the database. Make a “JetBlue” theater and people will come. Frequent movie watcher “miles” that are saved in a cellphone? Sounds alright to me.
I don’t need a job, and I don’t think my ideas are revolutionary. By the time they could be implemented, movies will probably just be downloaded for $30 bucks and theaters will be reserved for teenagers looking to escape. But maybe this will trigger some discusion. And maybe someone already wrote these ideas in the 8 million posts above mine.
Comment by David Bloomfield -
Yea, I’ve got some all too common sense ideas…
1) Who the He** thought it was a good idea to show commercials in a movie theater before a movie – how dare you!!!! Charge me $10 to sit and watch your babble that I already get enough of at home? Ditch the advertising.
2) Air freshners in movie theaters – make it happen. Having a few teenagers come in and sweep up some spilled popcorn doesn’t make the place smell prettier! Even if it’s a popcorn scented freshner, do it…I can’t tell you the number of theaters that smell like a highschool locker. This goes the same for the seats – a little preventive maintenance people!
3) Start the fricken movie ON TIME!!! Don’t waste my time by lying to me about when I’ll be leaving the theater…not cool! Plan your previews ahead of time and start the feature based on the pre-printed times.
4) Don’t make me take a 2nd mortgage out on my house to get a fricken candy bar. Those food prices are absolutely ridiculous and the guy who came up with those price schedules should be drawn and quartered….either lower prices or gladly allow outside food – you choose.
5) NO BABIES in PG to R rated movies. Sorry parents! I’m a dad too, but pay a babysitter and let the poop machine kick it at home.
Hey, believe it or not, I AM YOUR TARGET AUDIENCE! I’m early thirties and have a kid. We attend some nice, theater seating stadiums but they can’t escape the things I’ve mentioned here. My wife and I go to the movies weekly but are starting to prefer home theater. Cater to your guests a little more – you’ll notice a happier group of movie-goers.
B Murphy
Comment by B Murphy -
A few things:
1) Better people. My area’s theaters are all smaller, locally owned theaters. Any time I go, the workers are largely oblivious and generally are on another planet. Even the owner who works at one of the theater will start talking to other people in line behind you – while he’s getting your tickets!
2) Embrace independents. Make it easier for indie filmmakers to eliminate the middleman and distribute directly to your theaters – and widen selection of your movies. Helping to widen selection lets audiences see a variety of different things that they never would have gotten a chance at before. It helps independents get more revenue and therefore make more quality film (indie film is usually a lot better than Hollywood crud). With independent film, you also have the added bonus that after the movie (a lot of the time) you are able to sell copies of the film they just saw. Another revenue source for theater and indie filmmaker – and the consumer gets to leave with more than just a memory.
3) Make it easier. I should be able to go online and get tickets from home, I should be able to get tickets from ticket machines at the theater – and I shouldn’t have to go through leaps to do it. Streamlining the process, making it efficient, faster, and all in all easier will help consumers get to the movie faster. One of our local chains, Marquee Cinemas, makes a person go through all sorts of leaps to get online tickets. I once spent over an hour and a half and 3 phone calls to the theater trying to get tickets – only to get there and not be able to see a thing because of where I had to sit.
4) Cheaper. Yes, cheaper. I know that part of the problem is that revenues are down – but seriously… prices (especially snack prices) are insanely high. Every time I go to a theater I here someone complaining about the crazy prices. This one is difficult to change, but seriously…
You could have some little fun elements in the experience too – replace a commercial or a trailer with a small short film from an independent. There are thousands upon thousands of filmmakers who would love to have one of their shorts featured leading into a feature-length film. Pixar does this already with their own stuff – but why not do this with other films?
I don’t think there is one “catch-all” solution that will make theaters do better — rather it is a lot of little things. Long lines, bad line of sight, slow and rude service, lack of good movies – all add up to a rather bad experience. Why go through all of that when you can just sit home and not have to deal with it all? Then, you are ensured a good movie experience.
As a filmmaker it pains me to see the slow loss of the movie theater – to me it’s a church-like experience where everything has to be done perfectly. I think that this just might be part of the natural evolution of the industry. We’ll see though….
Comment by Chris -
Mark,
In my ten years of working for theatre companies, like AMC, Regal and a few other small chains and with all of the studios, I’ve realized that the key to true marketing comes at the grassroots level filled with media (you mentioned, internet, tv, print, etc.) to create excitement and entertainment the way it used to be. Yes, people might complain about the cost of popcorn and other concessions, types of films being created nowdays, but the bottomline is that theatres are cheapening the experience at the theatre by getting people in and out with little in between. Besides important items, such as customer service and presentation (DLP and best sound), there seems to be a common ingredient that needs to be addressed…grassroots marketing and education.
While working at Regal in SA, TX, as the City-wide Marketing Coordinator, we were in a split film zone with AMC Huebner Oaks 24. In order to encourage people to attend our theatre, we used Monsters, Inc. as our target test film. We created a fair-like atmosphere with games, giveaways and a free small popcorn with a purchase of a Monsters, Inc. ticket. Not only did we increase our concessions per capita by almost 30 cents, we broke our attendance record for the largest weekend (at that point).
My point is, that we created a fun and exciting atmosphere using Media to support and not as the primary tool to educate people about the film and our theatre, not the other way around.
I’ve won over 15 national studio film awards and two ShoWest Awards in the past 10 years, so I know this works.
And yes, I’d like to speak to you more about this concept and my own personal dream theatre chain called Atlantis.
Thanks for your time.
Comment by Daniel Lundquist -
I think by showing movies that address universal themes such as love, friends, family etc. and all the different emotions that go into them can make people be interested in seeing a movie artisticly making an impact. Just through myspace I came across the ‘Four Eyed Monsters’ podcast & spent the whole night watching all of them because they caught my full attention. Now that they have created their own movie, I think many people will pay just to see their work because of their ability to make connections with all types of people.
I know that if ‘Four Eyed Monsters’ was able to play in a theatre close to where I live I would bring ten or more of my friends just to get them to see how inspiring and worthwhile this film would be to watch. Alot more money would be coming in for actual movies that have meaning while still being wholesome, real-to-life, and entertaining.
Comment by Lynn -
Mr. Cuban-
I’ve found the solution to your movie marketing woes…
Hire struggling actors to generate buzz nationwide. For example, the West End in Dallas is public property. Have a handful of actors do a comedic routine while wearing t-shirts promoting your upcoming film. In a sense, the shows will be a live outdoor production of a pocket sandwich theatre-esq show. When the word spreads around, parents will bring their kids to be entertained. Kids are the #1 demographic that you need to be reaching as they have a huge control on the entertainment finances. Instill the same method in key demographic cities in busy areas. (Ex: Mann’s Chinese theatre in LA, Times Square in NY, etc.) Research cities where it is perfectly legal to have actors perform their talents. This translates into low overhead cost as the actors will sacrifice high pay to have the ability to get their name in the media as well as showcase their writing talents. (As well as any tips they earn) Have your production spring into people’s minds when they tell their friends about what they saw. Not only does this save you a bundle on advertising, it is completely innovative for generating your own free press and no company has ever attempted it before.
Produce “happenings” that get people talking instead of a $4,000 ad that runs for 2 days in a paper that no one reads outside of their private time at work. Of course, there will be a need for some TV advertising to hit markets that you can’t cover, but the main objective is to blow people away with creativity.
This is a pioneering idea that will set you apart from everyone else. Not only will you be entertaining the masses with a great movie, you are giving them a “free show” in return for their ticket sales.
Regards,
Scott Boswell
Comment by Scott Boswell -
The absolute BIGGEST problem with movie theaters today is that they’ve forgotten all about showmanship and presentation quality. Most screens at new theaters are simply too small, and on top of that they make them common-width so scope pictures are very small on them, when they’re supposed to look BIG! Theater chains don’t care at all about a quality presentation either, like perfect focus, aligning the image onscreen perfectly (no blank areas on one side of the the screen with picture spilling offscreen on the other side). (I worked for Regal for a year and left because their policies were so full of crap- email me if you want the whole story.) And where’s the SHOWMANSHIP? There should be curtains over the screen with background music chosen for the movie- not ugly advertising slides or those even worse-looking “digital preshows”, or MovieTunes CDs with the annoying announcer and same songs playing every time. And put some damn PRIDE into the presentation of the movie- again, that’s a rare thing these days even though it’s the main thing the customers are coming for. Picture and sound have to be PERFECT, and the film print has to be undamaged, put together with clear splicing tape, and if you’re sticking anything on the film to trigger the automation it should not be visible on the screen. I’ve seen the endings of lots of movies ruined by cue-tape flashing onscreen during the final fadeout, put there to bring the lights up for the end credits (personally I think the lights should stay down during the credits anyway, but again that’s another story.)
Something just has to be done to improve presentation quality in theaters. When it’s done right, it beats anything else out there, but when it’s done wrong, even a decent home VHS setup can be better.
Hire me to be in charge of the presentation- I’ll go into your theater, actually spend time in it watching the movies, and I’ll identify and fix and problems I find. Put me in charge of the projection booth, have me run the films as many days as possible, and also have me do as much of the film build-up as possible. I’ll work ridiculous hours if that’s what it takes.
Later, when you’re planning new theaters, let me have some input. I’ll make sure that they’re theaters that people will want to go out to. Give the people something they can’t get at home!
Comment by Jesse Skeen -
combine both the internet trailer and buying tkts online into one website. Have a site with all the different movies coming out like Quicktime does. But instead of viewing the preview from the movies website, have the video stream from our website. At the bottom of the screen add a link “buy tkt’s to this movie”. click on it and it will pull up a different screen with like Fandango.com has. Search by zip code and movie times. Click, buy, pick up tkt’s at the movie theater. Cusotmers will be able to view the trailer and buy from the same site. Also add a members section so cusotmers can sign up to recieve email notices about movies in their favorite types of movies such as horror or sci-fi. If you want to get really involved, add a section where the customer can also buy food from the site. The tkt machine can also out a list of the foods the customer wanted such as candy,drinks and popcorn. Cusotmer can take it to the counter and get his food quickly. The cusotmer will never have to pull out his/her wallet and the venue will be providing a faster service.
Comment by Carlos Franco -
Ok, let me give this a shot. From glancing over the responses, nobody really tries to articulate “what’s the problem”.
So let me use one of those not so smart analogies. “You can have any color you like as long as it’s black” , rings a bell?
The problem as I see it, is with the simple fact that we live in a world of individualism and personalized services. While the good old movie industry in still in the 40’s, fixed time, fixed selection, fixed price … Nothing really tailored to _me_. While _I_ can choose on the web which page I wan to see, select the color of my car, and can even select which TV channel or recorded show I want to watch. While the movie industry wants me to show up at a fixed time to see a movie with one hundred of my closed friends, were ten of them just irritate me.
Good luck. And marketing on MySpace, that will just ,maybe, cure the symptom for 1 year. Since you haven’t done anything to fix problem.
Come on this is nothing new, it’s a queuing problem. The computer industry which you should know, went through this. They used to stuff all these PCs in the sales queue. And along came Michael Dell and a few others and created a new queue. Called selection, or parts selection, and delivered a personalized PC to _me_. Which is not that different then to pick a PC out of a wide selection at a resale store, but feels much more tailored to _me_.
So since you have pretty much a fixed product, at least for the foreseeable future, you have to personalize everything around it. If you have a product that doesn’t fit the times, you can market as much as you want and get nowhere. But I guess you have seen that already.
Comment by Ronald -
Mark,
Some great ideas already from the folks above. Here’s my 2 cents for how you get people to leave their homes and go to the movies every week (at least) and make more money for everyone involved (including indie film makers).
1) Launch a monthly subscribtion fee model so people pay say $24.95 a month and they can go to as many movies as they want. (Use technology and photo IDs so people can’t pass their sub along for free). Netflix figured it out: people are incentivised to watch as many DVD’s as possible in a month or they feel like they are getting screwed. Thus they have incentive to watch more movies and explore new content…
2) The theatres make most of their profit off of the concessions anyway so they’ll be happy to have more people in the seats.
3) Theatres should show more movies more frequently which will create a demand for more content. Have the theatre open 24 hours a day with all types of movies running continusously. Again, the theatre can make more money if the seats are full, and there will be a demand for new types of content (i.e. The Long Tail for film…).
4) Theatres can offer additional premium services such as preferred seating, drinks, etc. to increase profits even more.
5) Level the playing field the way (YouTube is doing and digital cameras are doing) by making it easier for individual filmmakers to get their films into a theatre for the public to view. There are tons of ways to do this: let subscribers vote online for what movies come to the theatre and when for example. The best content wins. (Digg/Delicious model).
6) The big studios will be incentivised to focus on developing more projects rather than big block-busters. It will simply be more profitable to spend money on content rather than marketing because having more of the better content will make them more money. If they change their model to investing less in many more projects, film makers will be forced to do more with less. The studios will be incentivised to spend that same $60 million on 60 $1 million films, becase the data (I suspect) will likely show they can be much more profitable making a rev share from subscriber fees, % of advertising rev and perhaps % of cencession and premium services fees x number of seats their set of movies fill.
7) Finally, cut the filmmakers and actors in on the success of the film. And not just the A stars. Put the incentive back on those involved with the film so they are incentivised to do their own marketing…
Plenty more ideas where those came from, however, instead of a job, would love your own feedback on the new health focused social networking site for consumers and medical pros I am launching: http://www.organizedwisdom.com beta launches next week…hope you stop by and help us figure out how to make a better health site for consumers…
Comment by Unity Stoakes -
“We are looking at affiliate programs. So people with lots of myspace or other social network friends could get a buck or 2 or 3 if someone goes from their myspace page directly to fandago, moviefone, movietickets.com etc and buys a ticket to a film of ours prior to its release. Get 100 friends to buy tickets to a movie, get a 100 bucks from us.”
Yeah, good luck with that…
Along the same lines but simpler.
Have movie watching idiots view a trailer online with a sliding scale of rewards depending on when or how often they watch.
Different view times can be tied to different advertising depending on the time of day, etc…
After subjecting themself to 2 minutes of insipid Hollywood schlock, the viewer is rewarded with $2 off movie ticket or a tasty and nutritious treat from the snack bar. The ad/ marketing potential in this space is huge because people are “willingly” participating.
This idea could be made more complex with a membership system, loyalty rewards, etc…but it doesn’t have to be.
The #1 complaint from movie goers is that movies are “too expensive” This idea addresses that directly.
My #1 complaint about movie goers is that they are F*&#ing idiots.
WYASA?
Comment by Jim Anchower -
Sell Beer at the theater for adult only showings. When going to a comedy club the early comics have a hard time getting a laugh. partially because they are newer and most importantly the audience isn’t drunk yet! The headliner always gets the laughs because they are more experienced and the audience has a good buzz going. LOL
Pour your marketing into a ticket lottery concept. Every ticketholder is entered into a $1million dollar giveaway or whatever makes financial sense. Or better yet. A winning ticketholder gets a part in the next sequel or next movie. We all want to be famous. Make it a reality for one of us.
The theater experience has to be better or different than my home theater experience. My home theatre is more comfortable, more convenient, looks and sounds better than movie theaters.
Develop a high end premium theater w/ recliners, in seat speakers, vibration.
Movies in 3D. Yeah it sounds corny but I had a wonderful experience at an IMAX theater wearing goofy 3d glasses.
Comment by Steven -
You can lower your marketing costs by using the republican method for getting people out to vote. Create a database that holds information relating to a consumers tastes and attitudes. Populate it with data that you already have and then buy some data from DVD rental and sales databases, etc. Then market to those most likely to respond. This group will be only a small fraction of the total audience for most films. You could use email, targeted ads and even ordinarily cost prohibitive methods such as direct mail since you wouldn’t need to target everyone in the world.
Comment by Joel Files -
1. Why do movie ticket kiosks only have to be in front of theaters? Put them in train stations, Starbucks, restaurants, and other places where people either wait or spend leisure time. Add promotional content. Sure people can do this online. But they cannot swipe their credit cards from home (yet). Someday you may even be able to buy a ticket on an ATM.
2. Why have I never received a coup-on for a future movie with my ticket stub when I entered a theater? I’m already a paying customer, so I’m quite likely to come back. Target it to the movie I am seeing. Give me a dollar or two off if I come back for the movie on its opening weekend. Maybe I’ll bring friends. Maybe when I’m deciding whether to see a movie I’ll factor in that I’ll get a coup-on for a future movie as well (whether I use it or not). I also go home with the name and opening date of the movie in my pocket.
3. Learning Annex type seminars. Offer classes on how you are marketing UPCOMING films. It is a somewhat educational setting and people will actually pay money to learn about your marketing plans. You’ll create interest and awareness among core audiences. You’ll also probably get helpful feedback.
4. If you’re not selling original crew merchandise – t-shirts, baseball caps, etc – online six months before the release date, then delay the release. Let people take an emotional stake in the movie months before it is released. Make other people ask them why the heck they’re wearing a Fast Track or Turistas cap.
5. Contests. People are competitive. Mail in your ticket stub from opening weekend and be eligible for a drawing. Go to the movie’s web site and guess the opening box office to win a prize (get people to put an emotional stake in the film). Auction off movie props before the release (it happens now, but not nearly enough).
6. Maximize pre-release screenings. Hand out postcards with the movie poster that say on the back “I just saw ____ at a screening and it was great”. Offer to pay the postage if people hand back that postcard with an address on it.
7. Free wireless is growing – Panera Bread, hotels, etc – but I’ve yet to see it sponsored. Take a page out of the salon.com handbook – as people log into their browser, an advertisement. People will accept it because they are getting something for free that is not always free.
8. You know that moment at the end of the trailer where the title and credits flash by? Give people a few extra seconds to actually read it, to find some names up there that they recognize. A bad trailer can sink a film, but we’re past the days where a great trailer can make a film. People have been burned too many times, and need to find connections to people they like and trust.
9. Stop showing recent releases on airplanes. At some point airlines completely jumped the line in the revenue stream. If you’ve noticed, many people ignored your question and wrote about the movie-going experience. None that I noticed said give me a twelve inch screen next to a window.
Comment by JJG -
Some people just don’t see the point in spending $20 ( for 2 ) to see a movie that they can watch in a few months on PPV for $4. Movies should be released simultaneously on PPV for the same price as a movie ticket ( $10 ) People will pay the premium to see the movie on PPV without delay, especially since it’s still effectively half price. ( 2 people or more watch for $10) Since the cable or satellite operator will be collecting more than twice their usual amount, they will be required to advertise the movies across all the channels they carry noting that the movie is opening in theaters and on PPV. On net I think the movies will see no change in gross between what they would have done – box office + PPV – compared to what they do with the simultaneous release. However, you save on your largest promotional expense, television advertising.
Comment by Wes -
Mark:
Ironically Web-based “affiliate marketing’s” original promise was what is now being called “word-of-mouth” marketing. The promise was never realized. In its place we have fraud and renegade affiliate programs foolishly operated by advertisers without regard to ROAS. In short, we have the platform for adware/spyware.
You’re right — the future is bright for this model when applied in the social networking realm. The challenge will be in avoiding the “gaming” of the system just as major brands have been played.
I’m not surprised to see that you understand this.
Comment by Jeff Molander -
I don’t want a job, just a $50K check so I can put in a good pool. I like my current job.
Here ya go:
1) Stop caring about the opening weekend so much. Your care about is how much you make in total over the movie’s run. Not how much you make Friday night. The only reason you want huge first weekend numbers is for the buzz it creates. Let the movie run in the theaters a little longer and don’t worry about starting with a bang… FINISH with one. When you get a hit, delay the conversion to DVD such that people will want to get to see it before it leaves the theaters.
2) Realize what you are really selling… it has been said by others… you are selling the night out. People can stay home and watch movies through multiple channels. So instead of focusing on a specific movie, design a movie going experience and sell the night out. Much like basketball, where you are really selling an entertainment experience more than a sporting event.
3) This means that the real opportunity is at the point of consumption… the theaters.
Stop making the damn movies, you said yourself that the houses get half the profit. Learn how to market the night out.
I mean, you can still make a few movies if you enjoy it, it can be profitable, especially if you stumble into a hit and can run it in your redone distribution system.
4) So how do we construct and market the “night out” ?
First, decide what you want this product to look like. Crappy sound and mediocre picture quality didn’t keep people from drive ins….
You will need a team of people to research what the demographic you are looking for wants. I am mid 40s with two young kids. Set up a 12 screen theater. In that theater are 8 screens for adult flicks and four for teens. The areas are separated. Have in there a “kids club” for little ones. Charge normal movie prices. $5 to watch a kid for the evening (cheaper than a babysitte, and while watching the kids you get them acclimated to the movie experience).
As part of the theater area, perhaps an adjoining building or even within the same one you have things like an ice cream stand, a couple restaurants.
Now your basis for advertising and pulling in customers is based on the “experience”. You create a series of commercials, ad campaigns, whatever, leaving 5 second blanks to insert what the current movies running are.
Again… if you want to get people OUT… you have to give them a reason. While a good movie is a reason… a better reason is an easy comfortable couple hours of hassle free entertainment.
We could obviously continue the brain-storming, but there are countless ideas, and you really need a small group of folks locked up for a week or two to brainstorm the shift in thnking from “How do I market the movie” to “How do I market a night out that happens to include movies”?
–Teen and adult areas reasonably separated (some crossover is ok).
–Simple childcare that is cheaper than a babysiter (but still a revenue stream and a base for building future customers.
–Ample opportunity for other entertainment (dinner, music, kids stuff, mini-golf…)
–Simplified (i.e. lower cost) advertising, as your repeat customer base is not based on you being Steven Spielberg and the promise foa great movie… but is based on “we go there on Friday nights because there is always something worth seeing and the kids have fun and I don’t have to sweat the babysitter…”
Ok… I am done.. e-mail me if you want me to set up a brainstorming session and throw a little passion into your people.
I probably don’t want the permanent job (I alreasy like what I do)… but if you REALLY make it worth my while, you never know. Otherwise, a one time $50K will get me for two 60 hour weeks to fire your folks up and get them going in the right direction.
Regards..
–John
Comment by John -
I understand why movie tickets cost so much (used to manage a theatre). The problem is that the marketing for almost all movies is the same: string together a bunch of cliffhanger “best part of the movie” clips – a guy with a deep voice – and a catchy subtitle to the movie. I think a good majority of movie goers see thru this way of advertising. A few months ago I checked out this podcast I happened across on myspace.com The movie is called “four-eyed monsters” after watching one podcast I subscribed to the blog. To be honest -I’ve seen about 8 episodes in the last 6 months and only vaguely get the idea of what the movie is about. I’m engrossed in the making of the film and how hard it has been for these two people to get their movie out. And the arguments and tears and heartache that it has been for Arin and Susan (directers, writers, podcasters, actors, ect.) Honestly the movie could be awful – it doesn’t matter – no matter what I will see this movie and I am sure I will love it…simply because I have watched the struggle to get four-eyed monsters into the theatre.
Now I feel this way about two people I had no previous investment in. Two random people who took it upon themselves to get their movie marketed. Could you imagine if we could see this on the other side of hollywood – have podcasts of Peter Jackson’s struggle to get the right emotion out of people – to stay under budget – to make the best movie he can – or Brad Pitt’s preperation to play a role ~ or anything with a societal icon. It’s like opening up a window into someone’s private/professional life. And sadly our society preys on that stuff.
I think podcasts are a brilliant solution to the stagnant marketing of feature films.
Now after all is said and done – could you PLEASE show FOUR – EYED MONSTERS in a landmark theatre in BOSTON (if not every one of them 😉 Check em out on myspace.com/foureyedmonsters
Thanks –
Kirstyn G.
Comment by Kirstyn Giangarra -
YO MARK!! BUY THE CUBS ALREADY!! ITS A GOLDMINE OVER THERE!
Comment by RJ -
Short Film Contest
A contest for local filmmakers to produce a 1 minute short film in the theme or style of the feature being shown.
The short films are voted for online prior to the release of the movie and the 10 highest online vote getters are shown before the feature on the opening weekend. The opening weekend audience is given ballots to vote for their favorite short film.
The winner at the local level is given some prize.. 10-pack of movie tickets and $50gift certificate for the concession stand, some award certificate and their short film is played before the feature every night while it’s in release.
The winning films at the local level are kicked back up to the internet for further voting. The ten highest vote getters at the national level are shown before the feature on the final night of the movies run for a final round of audience voting.
The winner at the national level gets a 1year movie pass, $1000, a trophy and the short film is included as an extra on the DVD.
Why this is a good idea:
YouTube. Viral video. User generated content. Supporting local arts and artists. Making opening night a community special event. Free promotion from the filmmakers trying to get people to see and vote for their short film. Possible repeat viewing for people going on the final weekend of the release. Press coverage for local filmmaker heroes who move on to the national level of the contest. After you do this with several movies there could be a special DVD compilation of the short films.
Comment by Joe Kirschling -
Nothing will really change until theaters have full digital projection and supply can be adjusted to meet demand on the fly. If X movie was a big budget potential block buster that was advertised heavily but was a critical failure that no one showed up to see, there is not reason it should be playing on 3 screens throughout the day if film Y, a small art film has achieved a large word of mouth success and is getting a huge per screen gross is limited to 1 screen half of the day. Current distribution costs make it infeasible to distribute enough reels to cover multiple screens.
Another place this has an impact is by giving theaters the ability to tweak what is being shown in real time, you could start to overbook for big releases and avoid the problem of many people being stymied when they try to see a popular movie on opening night because you could bump lesser performing movies in favor of the block buster that could accomadate twice as many viewers as originally anticipated.
Just In Time vieweing could be a reality, but the infrastructure needs to catch up.
Comment by Chris Shepley -
So you seek the holy grail
In hopes that you’ll unveil
A way to save some money
And also turn to honey
An industry in need?
I ask you to proceed:
The answer has been stated
It’s already been created
On this here very blog
We’re seeing through the fog
That if you take the time
And are willing to make the climb
To stand above the rest
And to make the very best
And are willing to agree
“Invest in stories” is the key,
Then I think we’ve won the game
For ourselves we’ll make a name
And all the world will say
“We finally got our way!”
I’ve got one more thing to say
If you hire me today
Not only will you get
A creative spirit yet
But also you will find
A screenplay I’ve refined
As of now it’s half-way through
And I’d love to show to you
And together with a chance
We’ll help with the advance
Of movies and their stories
And fiscal pride and glories.
Comment by Chris Rentzel, Dallas -
i think that you need to look at a specific market to identify how reach it’s consumers. i would start by looking at historical figures for similiar movies in each city to determine what kind of marketing budget is necessary. if a comparable film did not do well in the past, do you spend more money to hype up the film, or decide that you probably won’t do well in that city and give up?
everything seems to be for sale these days, so why not take advantage of it. what better place to advertise than sports venues. you typically have a captive audience of thousands of people (except the pirates…this is my plea for those jackasses to sell you the team), who are predisposed to going out and spending money for entertainment purposes. whether it be buying space on an outfield wall or airing trailers during a timeout of a Mavs game, you’ve got people’s attention. there is a subliminal loyalty that sports fan have to their teams and the companies that do business with them. stadiums and arenas are no longer a place you go, sit down in your seat for a few hours, and then go home. these venues are like the freakin circus…take advantage of that. every place is unique…learn about that and use it.
the other idea would be to copy what they do in LA around the country. i’m not talking about billboards…i’m talking about those huge murals on the sides of buildings. what kind of attention grabber would it be if every time you drove through the Ft. Pitt tunnel, you saw a huge mural for your next movie on the nat city building? look for these uniqie places in every major city where this kind of visual would just captivate you. the buzz that would be generated the first time one of these went up would be worth it alone.
i truly believe that the movie industry needs to do a better job of segmenting the country. the same marketing strategy that is used in phoenix, should be very different than that in boston. different messages, different artwork, different copy. why, because the consumer is different. will this cost more than is already spent in marketing…maybe, maybe not. will it bring in more a larger audience…maybe, maybe not.
and finally, the movie industry as a whole needs to come together and do a campaign to get people back to the movies in general. it is an experience that has lost its luster. instead of always touting your own movies and fighting to win the weekend, throw some money in a pool and do some advertising that will get people out for the movie experience. and just maybe, they’ll have a good time, and come back to see someone else’s movie. rising tides raise all ships!
Comment by Jonathan -
Have you gotten the F.E.M. bug yet? I found out about Four Eyed Monsters through their video pod-cast and they are amazing. When I say amazing I am meaning that here are two people who have broken through the bullshit by creating this buzz. They don’t just have fans they have people who, through their video pod-casts, feel as if they are part of their project. We are talk’n something of a rocky horror fan here. If they played at my local Landmark Theater in Boston their would be lines out the door for the screening. I can think of fifty people already who would go. Arin and Susan have shown us all what hurdles you have to jump within the Film industry today, and they have taken a different route. Kudos to them!!!!!!!
Comment by nicole -
Mark,
First to get people to the movies, here’s an idea illiminate DVD pirating. How can you do this? Put a file into every DVD that doesn’t allow it to be copied or corrupts the disk that it’s trying to copy to. With this done it will force people to go to the movies more often!! SHOW ME THE MONEY!
Comment by RJ -
Mark,
First to get people to the movies, here’s an idea illiminate DVD pirating. How can you do this? Put a file into every DVD that doesn’t allow it to be copied or corrupts the disk that it’s trying to copy to. With this done it will force people to go to the movies more often!! SHOW ME THE MONEY!
Comment by RJ -
Here’s a bonus idea in the hopper.
Fundraisers…….
Target #1 – High School & College Marching Bands / Drum Corps
Marching bands perform in front of hundreds and thousands of people each year. We all know that music in the schools is dying due to lack of funding. 5A & 6A marching bands usually have more than 100 people performing. Those people have at least 1 parent and several family related friends. Drum Corps International is professional marching band during the summer, but they bust their chops all year long to raise funds to drive worn down buses across the country, performing for fans everywhere.
Take the travelling band idea and apply it to any charity you want. I use marching bands and drum corps because they are extremely hungry. They will pound the pavement and pass out the glossy postcards promoting “Bubble” or whatever new movie you have coming out. The recipient gets $2 off the ticket price. The card is redeemed so they get that discount. The marching band’s code (or any charity or fundraising group) is on that card. The card gets turned in by the theaters. You create the account at 10 cents or 25 cents a card. That charity or marching band or whatever earns money to stay afloat.
Marching Bands take bus trips to compete in bowl parades and contests. Drum Corps do bingo year round to raise funds to eat generic cereal and lunch meat on the road. Smaller schools need musical equipment and band uniforms they haven’t worn for the last 15 years.
This is a way that HD Net/Mark Cuban Megopoly could market & promote directly to people that vary in demographic but are your core audience. This is a way for your organization to switch the way in which you promote AND help a variety of good causes, which in theory, could give you oodles and oodles of fresh press in magazines, television, etc.
Smalltown high school programs would give you so much free publicity it would make your head spin. And the musicians in those marching bands and drum corps would encourage themselves AND their neighbors/parents to get BACK to the movie theater and start watching shows again.
It could be like pepsi vs. coke. Start hammering the young generation and get them back into the theaters. This could help out the industry as a whole, as well as the movie theater chains.
I’ve got a few more ideas, but I’m going to wait and see if there’s anyone even reading what I am typing now. No point in wasting time getting carpal tunnel promoting my visions and ideas when corporate america doesn’t read them, y’know.
We’re all busy people. I’m just interested to see who wins your challenge and what the innovative new marketing strategies will be. This blog idea is a brilliant concept.
Comment by Joe Cinocca -
hey, i didn’t have time to read all these comments so, i don’t know if someone already mentioned this movie-FOUR EYED MONSTERS this is a movie that has really broken the mold as far as mainstream film…
i heard about the movie through their myspace account, and then became connected to their website, where i saw their podcasts (which are awesome) before i ever saw the film i was watching all their podcasts about the making of and anxiously waiting for the next installment. their advertising has been word of mouth/INTERNET. they are really using people and the tech. of today to open doors that have been closed to the independent filmmaker/films without distribution. They are a prime example of change in the industry.
I saw a screening of their film in nyc and it sold out and then some. there was a line down the street at the east villiage theater. because of that screening the IFC theater picked up their movie for thursdays in Sept. If you wanted to explore the future of film making and how to beat the big guns, this film would absolutely be a number one choice. The fan base for this film is growing every day and the seats of your theater would fill up with the expanding audiences.
http://www.foureyedmonsters.com http://www.myspace.com/foureyedmonsters
Comment by nikole beckwith -
Why not try product placment? It seems to work with other thing’s, like coke on american idol.
Comment by Cody -
I’d love to see some sort of consumer oriented futures market be developed (maybe attached to a credit card or smart card) where I could pay less by committing to see a movie early on and you could factor me (and any other viewers who have made a buy) out of your forward advertising budget.
Part of the problem is that some potential customers are really cheap to advertise to (they go to the movies a lot, have an interest in the subject matter of said film, belong to a large social network promoting said film, etc.) but other potential customers are outliers costing many times the face value of a ticket to motivate to go to the theater through traditional advertising. Having a better way of getting at the low hanging fruit early on would let you decide how much it is worth to advertise for the mass audience.
Comment by Chris Shepley -
Mark, the answer is in what you have already done with your sports franchise from the outset, make the experience of physically going to the movies special, so enjoyable that folks make “going to the movies” part of their routine entertainment choices. Going to a Mavs game means you are goign to have a good time in the best NBA venue, everything done to please the fan and to make it a memorable experience.
You can market the product till you puke, but unless I am going to get demonstrably more from seeing the film in the theatre (techonology, comfort, convenience, etc.), I’ll save the hassle and watch it on On Demand at my house.
Focusing on a new way to market the movie misses the point, we are DROWNING in marketing, focus on the venue and delivery.
I used to go to the movies just because I enjoyed that experience, I’d see whatever was out, went every week. That’s getting lost due to technology in the home.
I’m a 38 year old atty in South Carolina, making a poopload, but I am a closet film geek. I may be taking a pay cut but give me a job and I will solve this thing for you.
Comment by BIll Foster -
The problem you need to solve for is how to preserve the advantages of choice while making the advantages of physical community outweigh the crappiness (and cost) of the typical movie-going experience. My comments do not pertain to blockbuster/teenager/mutliplex movies: the studios can keep cranking up the explosions and special effects to get asses in seats, and in any case I have no interest in peddling them.
One obvious part of this is creating a better physical environment: a destination that’s more Angelika than multiplex. Another is to mimic the subscription model used by the “high-brow” performing arts, creating a “membership” feel and steadier cash flow.
But to make this really work, the element of choice must cease to be a liability which tends towards Netflix couch-dom and instead become a strategic advantage. If the mechanics of choice are sufficiently compelling, you can create a new consumer experience that transcends movie-going. Here’s how:
1) start with a membership model of some kind (details TBD)
2) let your members choose in advance the movies that will run based on some kind of voting or collaborative system, based on word-of-mouth, film festivals, early reviews, etc.
3) create a nationwide platform for discussion, whose ultimate goal is to harness the expertise and passions of film buffs to help guide choice [of course, with the Internet, ultimate use may trump original intent–to the good]
4) [the critical point] when members are sufficiently involved in the process of choosing the movies to be seen, and when they are passionately involved to the point of wanting to interact with [local] fans and experts in person, then you’ve won. They will come in to see the movies and to see each other. This can be your great gift to semi-urban America, a “4th place” if you will. The Angelika and others serve coffee as an afterthought, but throughout the country, movies viewed by a highly self-selected audience, many of whom have met through an online community, creates all kinds of opportunities to capture, keep, feed, and sell to people who are craving for personal contact and who don’t drink coffee past 6PM.
The cost of software should be minor, the capital costs of creating non-multiplexes significant. Maybe not a slam dunk, but at worst a free throw?
Comment by John F. -
We have 4 theatres in the town I live in and most of the time we drive 45 minutes to Destin, FL to watch a movie at Rave Motion Pictures theatre. The theatres are big and the seats comfortable. There is always alot of people there. The only thing that could make it better is if they served dinner. They are opening a Rave here in Panama City Beach soon and we will be going to it regularly. Even for movies that we are not dying to see we will still go.
Comment by Bruce Taylor -
2 possibilities, both with major drawbacks
1) Do OPEN casting calls for movies, this works for reality tv, it could work for movies, stick a few parts open to the public, non Union and bring casting all over the country, do local PR and go to a lot of places that don’t get this kind of attention – people will wait in line for hours to audition and when the movie comes out they will pay to watch it if their audition experience didn’t suck too much – and also stick audition tapes online so people can watch ,download and order$$ their auditions or that of their friends, i would even take one of movie stars with you, have them shake everyones hand and take a picture, post the picture online for sales for a few bucks a copy – the casting tour will pay for itself
B) Do non union movies – there are plenty of people out there – cheaper content – simple marketing
C) Relevant publicity stunts – just give me a movie and I’ll give you a stunt…
Richie
Comment by Rich Hecker -
Hey Mark,
My first idea was the “lottery” that I submitted yesterday. My second idea would be to do the exact same marketing plan (maybe ramp it up even more) excpet split the cost with a sponsor like Coca Cola. Everything else is sponsored these days (see American Airlines Center) so why not movies? For example, Akeelah and the Bee, sponsored by Coca Cola. In conjunction with Coke you can come up with a more agressive, diverse marketing plan to reach more consumers and you would be able to reduce your marketing dollars.
Thanks,
Craig
Comment by Craig -
Why do people go to concerts when they can buy a cd, or even a live album? Because of the diversity of the experience, the feeling of actually being part of the performance, and the chance of something unexpected happening. People who go to movies in the theater want to be entertained, and in a way that is different than being entertained on the couch at home. Start with the movie itself. Make something that could conceivably be different depending on when/where you watch, in response to movie viewer submissions (via blackberry directly after the film? on the web at home later?). Endings change. Plot lines change. It’s not a completely interactive movie (you can’t edit Rob Schneider completely out just because he’s annoying), but it has facets of interactivity. Or, bury in the movie “code” scenes that, when recognized, let the viewer unlock some sort of bonus on the web-additional scenes, a free pass to another movie, etc. Essentially, you’re building into the movie reasons for people to actually go see it at the theater–they’re getting something they can’t get if they wait for for the DVD or Showtime4. The sheer novelty of the approach would generate attention in the short-run. With the right kind of movie (imagine if George Lucas did it with the Star Wars franchise…), you would be able to generate much more repeat business, as well. How does Dave Matthews make $60 million a year, when he hasn’t had a song in the top 10 in five years? Diversity of experience at live shows and repeat business. A big part of the recording industry is broken, but this particular element isn’t one of them. Can you steal something from it?
Comment by Rudy -
Why not embrace the underground market for pirated DVD’s to promote movies?
Since 2929 doesn’t add copyright protection to the dvd’s it distributes I’m going to assume that piracy is not of a concern with 2929.
Why not embrace that open culture and distribute self-made ‘pirated’ copies before openings to build a buzz. Distribute dvd’s to underground markets in the us and oversees to build fanfare and ‘street credibility’.
The people who have access to the underground, black market for pirated dvd’s are usually the trendsetters or movie aficionados who can build word of mouth. It will also give a movie a hip street credibility to it.
Comment by Jimmy -
Mark, the strategy and recipe is old fashion marketing. When you begin the process of convincing an athlete to sign, don’t you have to persuade others involved; like the agent and family members? The target is not the family that spends 8,10,12 dollars per person and swipes his card for flyer miles. The target should be the employer who signs his or her paycheck. Create a Family Pass Card that swipes. You need a Salesman with a briefcase who can close like an oncoming freight train and will sell the pants off of corporate. Corporate is the key. Sell the employers and the employees will break for the movies cause its “free and loaded with incentive.”
Mike Jones
Comment by Mike Jones -
Mr. Cuban,
You’re really talking about revolutionizing the movie business and the movie-going experience, not just new marketing tactics. You have to alter many pieces of the puzzle for it all to fit into place. This includes ticket prices, theaters, production costs and the quality of your film product. We’re talking about the big picture here, so why not go big?
The most key marketing tool any business has is its brand, and the challenge lies in building that brand. A company with strong brand equity has loyal customers and can build a formidable customer base. Focus Features (regrettably owned by GE and NBCUniversal), has put out very quality movies in the last few years (Eternal Sunshine, Brokeback Moutain among many others) that have generated buzz and brought the Focus brand into the spotlight.
Here’s my proposal:
Let’s create a brand known for providing the most quality movie-going experience in the whole industry. We need to provide excellent customer service and communicate extremely well with our base. We can strike deals with exhibitors for lower prices. Use any leverage we have in the business to talk to actors, directors, producers about our vision. Get Hollywood talking about our brand and watching for its movies coming out.
And of course we’ll need as much cross-promotion as possible. We’ll have movie clips on the jumbotron at Mav’s games. HDNet will feature “making-of” documentaries in stunning HD picture. Subscribers to HDNet will get exclusive deals on ticket prices.
Finally the internet is absolutely crucial to the success of this brand. We need trailers on iTunes, and a way to integrate the internet with mobile phone promotion. I liked the idea of a choose-your-own-adventure game, and I believe that Disney has begun some of that with the new Pirates movie. And, as you’ve seen with this blog, people respond when you reach out and offer them something more than just free tickets or a chance to win money. Let’s keep offering people a chance to make it in Hollywood. Let’s find great directors, writers, actors, all begging for a chance to show what they’ve got. This will help build buzz on our brand as well.
In summary, we’ll use every means possible to build a brand who’s movies are demanded for in the marketplace. We’ll communicate with the consumer in ways that the major studios don’t even want to try. We’ll cross promote through vertically integrated outlets. We’ll partner with other brands who want to be associated with our business. We’re not just talking about marketing here, we’re talking about a business model with vision and with balls.
So, Mr. Cuban, when you’re ready to build this brand, drop me a line and we’ll get to work.
Comment by Sam Orleans -
There’s some incorrect assumptions floating around out there.
1. Assumption: it’s hard to get people to the theater.
While it’s true attendance is down (and ticket prices are up), Americans still spend about 8 billion dollars a year at the box office. Some one is still going to movies.
And It’s way easier to convince people that already
see movies in the theater to see your movie, than it is to find new movie goers. The focus of advertising should be on convincing people to see Good Night and Good Luck instead of Syriana
2. Assumption: Good movies market themselves.
If that were true, Mr. and Mrs. Smith ($186 million) was more than twice as good as Brokeback Mountain ($86 million). That movie was still 3 times better than Mark’s movie- Good Night, and Good Luck ($31 million). The best movie of last year by that standard was Star Wars Episode III ($380 million).
Mr. and Mrs. Smith had a budget almost 8 times bigger than either Brokeback or Good Night and Good Luck. And with 110 million dollars, you can buy a whole lot of really effective advertising. The question is how Good Night and Good Luck does the same thing with a 7 million dollar budget.
This is an efficiency problem. And so far, my space hasn’t done the trick.
What’s “the tipping point” for a movie?
Comment by Kyle Warneck -
Ways to motivate people to go the movie theater to see YOUR MOVIE–
Create the
FREE RIDE/MARK CUBAN MOVIE MARKETING PROGRAM:
1) Make something convenient 2) give them an opportunity to save money 3) other perks
Get people to the theaters and have a subway/metro transit company sponsor the transportation–Creating sponsorship opportunities and programs with local companies (and other) near where your movies are being shown would mean that they are picking up costs and helping you physically get people to the theaters.
*EXAMPLE*:
In major cities, pitch the MTA/T/SEPTA to partner with you in the following way– Provide a free subway ticket (round-trip or on the way home)to and from the movie theater (upon proof of purchase or online Fandango receipt from MARK CUBAN movie-) Movie ticket must be for the same date as free subway ride. Subway stops near movie theaters that should your movie would (only) qualify. Also, ask a local restaurant near these theaters to give a 10% discount on all post-movie goers that provide a movie ticket from YOUR FILM. (Think: Save money for families & give perks, and still make your money.) My guess is that local restaurants might be interested in this to bring in extra business to complete with well known restaurant chains.
It’s a start as a way to get high numbers of people to the theaters.
Include the subway logo and restaurant name on movie ticket. If the movie theater won’t do that, then subway company and restaurant can run at ad at the theater.
Or offer the sponsors free product placements on YOUR MOVIE. Or offer to mention the name of these companies to press when your being interviewed and talking about the movie (or basketball). That amount of brand building for them would be worth a lot to them in terms of exposure.
This would be a great way for families to save money on transportation and dinner, which is always a motivating factor and good so you get higher turnout.
To get the word out- I need to think about this more, but maybe advertise on Fandango, or use your press office (which you already pay for, so there would be no extra cost in the PR area to spread the word) to contact the press about it to get free editorial plugs on your FREE RIDE/MARK CUBAN MOVIE MARKETING PROGRAM and to mention the sponsors involved in the PROGRAM-
This additional brand building (from press mentions) for any sponsor would be very enticing– and is what will probably seal the deal for sponsors. You already have the name recognition (which is difficult to achieve), so there will be an extremely high press interest in what you are working on. Pitch the following press- entertainment, lifestyle, family, kids, perhaps calendar listings, advertising/pr newspapers and magazine, e-zines, online blogs, online newspapers, etc. And if the program goes well, word-of-mouth is one way (and the cheapest way) to spread the word.
Start with the free subway ride and restaurant discount for a limited time only— to motivate people to take advantage of these savings and give them a rush to get out there. For example—Call it “SUMMER MOVIE TRAVEL DAZE WITH MARK CUBAN MOVIE” or “HOLIDAY MOVIE TRAVEL DAYS WITH MARK CUBAN MOVIE”
Start with it marketed as a limited time only, with an internal plan to extend it if it’s a success…Test market several times after it hits to see if it’s a success…
If you really want to seem like a good guy– donate a portion of tickets sales to a charity (10 cents or $1 per ticket sale)- Toys for Tots, Hurricane Katrina Victims, etc. Sponsors would love the positive image/branding of doing something good for their community.
It would also be a great opportunity for you to give money to charity (and not just for getting fined!)
FREE RIDE/MARK CUBAN MOVIE MARKETING PROGRAM was created by All-Star.
With Respect,
All-Star
Comment by All-Star -
Mr. Cuban,
Everybody here has good ideas but what I know from experience just for about anything you want to promote is word of mouth. That is the fastest and most economical way.
That is why network marketing works. Take for example Stream in the Dallas Market Hall. They started the company 15 months ago and use Ignite, the marketing arm of Stream, to have friends and family switch electricity. They went from number 79 retail electric provider to number 5 in about 10 months!!
The company saves so much more money by paying independent associates that are fractions of what normal marketing costs. This means movie goers can buy movie tickets way below the 7 and 8 dollar per person (maybe even pennies), you get movie a wider exposure fast, and you, the marketer, wouold save millions in marketing cost that you would normally pay.
Even Donald Trump has been quoted that he would be involved with network marketing if he hadn’t gone into real estate. Robert Kiyosaki,a New York Times Best Seller of Rich Dad, Poor Dad, endorses network marketing.
I know there are many people reading this and may say this or that. I’m just providing a solution that deals with word of mouth. Best of luck finding the best solution. Have a great one!
Comment by Cuong Le -
Mr. Cuban,
Everybody here has good ideas but what I know from experience just for about anything you want to promote is word of mouth. That is the fastest and most economical way.
That is why network marketing works. Take for example Stream in the Dallas Market Hall. They started the company 15 months ago and use Ignite, the marketing arm of Stream, to have friends and family switch electricity. They went from number 79 retail electric provider to number 5 in about 10 months!!
The company saves so much more money by paying independent associates that are fractions of what normal marketing costs. This means movie goers can buy movie tickets way below the 7 and 8 dollar per person (maybe even pennies), you get movie a wider exposure fast, and you, the marketer, wouold save millions in marketing cost that you would normally pay.
Even Donald Trump has been quoted that he would be involved with network marketing if he hadn’t gone into real estate. Robert Kiyosaki,a New York Times Best Seller of Rich Dad, Poor Dad, endorses network marketing.
I know there are many people reading this and may say this or that. I’m just providing a solution that deals with word of mouth. Best of luck finding the best solution. Have a great one!
Comment by Cuong Le -
Dear Mark,
I created the New Orleans Filmmakers (now 100+ filmmakers) in February 2006 and we have been having successful screenings with very little or even no money. We use myspace invitations, facebook flyers (40$) at area colleges, and we also put flyers listing our screenings in area coffee shops and WTUL, the Tulane Radio station works with us by announcing our screenings on the radio stations. We also work with the local public access television stations and with Timecode NOLA, a tv show watched by New Orleanians, to market ourselves. By accessing multiple non-profit channels and spending less money by marketing online to our target audience, young people 20-30, we have averaged about 75 people per screening thus far. We have only been established since February, and the quality of some of our films is good, but not all of our films are up to par. Another way we help is that we show a series of short films by local filmmakers and we highlight one longer film as the headline film. When filmmakers have a stake in these screenings they will market the hell out of the screenings and do a lot of the marketing leg work for you. But what we’re doing basically is continuously doing a series, like New Orleans Filmmakers screening 1, 2, 3…. etc. We just change the highlighted film and we change the short films. By including short films prior to the screenings, you can really gain more of an audience. It’s almost like bands, when you have half the audience there for the opening act, the other half for the headliner. Include short films by the local filmmaking body to give them a stake in it. Bridge the gap to the local filmmaking community and let us help you get the audience there. The myspace idea you talked about seems a little too pyramid, I think it would turn people off. Reach out to the underground film community and let them help you. You’ll probably find some really talented filmmakers in the process. Set up a national filmmakers network that’s free to join and paid for by advertisers. Offer chances of funding and production money to the filmmakers as a national community. These are my suggestions.
Good luck Mark,
Sincerely,
Christopher Brown
New Orleans Filmmaker
“there are more things in heaven and earth, Horatio, than are dreamt of in your philosophy.”
“A film is never any good unless the camera is the eye of a poet.”
-Orson Welles.
Comment by Christopher C Brown -
Movies have become inconvenient for the masses. Going to the movies on opening weekend is a hassle and an annoyance for most adults. I think if a new movie theatre concept were to open–one that was marketed towards adults only with a 21 year old + focus–this could be genius. For example, have a theatre (let’s use the Angelika as an example) that has a restaurant/bar attached. You can make reservations via telephone or on line and included in the restaurant/bar visit, you have 2 free movie tickets either pre or post dinner. Complement that with full bar service during the movies and it’s an adult night out without kids and teenagers and the general annoyances the keep people from seeing ‘going to the movies’ as a treat. I personally avoid the movies for that reason. In addition, if I’m going out to do something on a weekend, I don’t want to take multiple trips to dinner, the movies, and a bar. Package the whole thing together and market it as a new and unique concept (maybe live music/bands beforehand, a patio for dining and drinks) and you have a new and UNIQUE concept for adults.
Comment by Aimee M. Pingenot -
Too many antisocial comments! People LOVE watching movies in a crowd. There is nothing more thrilling than being in a packed house where everyone is going insane for a movie, play or performance. Everyone laughs together, gasps together, is scared together. How about making some advertising that points this out? ‘It’s more fun together’ or something like that, as contrasted with whatever terrified solipsist misanthrope who is such a wuss that he doesn’t want to see a few kids, or a bit of popcorn on the floor. Remind people that it is FUN to go to the movies.
Comment by Maria -
Your problem is getting bigger everyday. The ubiquitous marketing for poorly done movies is really quite obnoxious and is something that drives me away from seeing a films in theaters. I wait until I get the word of mouth that the film is something I want to see. I live in Boston, so I see ads thousands of times a day and generally, not one of those ads make me want to see a movie in a theater.
You are asking for unique ideas to get a great movie into the heads and evening plans of a lot of people AND their friends, family, coworkers, clients. To me, great movies are to be filled with unique ideas, characters, stories and an element of fantasy. These are the things that make me take time to call around to find a friend, check the schedule, and leave my house for a new experience.
Recently, I had the experience of travelling to New York’s East Village with my roommate to see a film called Four Eyed Monsters directed by Arin Crumley and Susan Buice. It’s possible you may have heard of it. They’ve done a brilliant job getting their film into people’s heads and igniting almost a passion among their demographic (teens to early thirtysomethings, artists, other filmmakers, creative people looking for something provoking and challenging) to see this film through and get it into theaters. I didn’t just walk to the theater and buy a ticket. I went to New York City to see their film as part of a festival. It was actually incredible to travel 5 hours on a bus in sweltering humidity to show up that night in NY not quite knowing what I was really going to see, but I felt a part of something. I felt the passion and the fever as people in front of me were talking about the film, watching the podcasts on their ipods, being filmed for a future podcast, talking to the directors. Everyone was excited. I’ve never felt or seen this going to a regular movie.
Going to the theater and buying a ticket, walking by the concessions, having my ticket ripped and the person in the vest saying ‘Enjoy the show’ like a robot to every person walking by…all of that is really mundane. The only thing that really gets an emotion out of me is the bottle of water I purchase for 4 dollars. And that emotion is not quite the same fever and passion described above…
Like I said, I’ve rarely had an experience like this with a movie in a chain theater. Seeing screenings at festivals and seeing two night only midnight showings of whatever cult/fun movie at a non profit theater…these are the experiences that stick out. These were the times when planning to get the theater, getting a few friends together, and waiting in line were just as exciting as when I walked out.
This is what you need to do. You need to create some excitement through some exclusivity. Don’t just shove down our throats commericals and posters and giant newspaper ads and billboards and post cards and flyers and myspace profiles and contests and AND AND! That’s buzz marketing, but it’s not GOOD buzz marketing. It works for some, but barely creates the exclusive word of mouth connection Four Eyed Monsters has.
The way I found out about Four Eyed Monsters was through an unusual medium. One of the directors, Arin, friended me on myspace and wrote me about their film and their video podcast project. It felt earnest and seemed interesting, so I checked it out. What they’ve done is chronicled the making of their film in short episodic podcasts. You subscribe to their myspace blog- you get an update whenever they have a new video. You subscribe through iTunes- you get the video automatically downloaded when it is posted. It’s fucking brilliant. The podcasts are like short films themselves, and, when put together, make a coherent documentary on the process of creating a film and distributing it. The idea and the podcasts were so compelling, I wanted to see this film after watching the first podcast last October.
This idea is a breakthrough in creative and artistic media as well as marketing and creating a buzz. I scanned through some of the ideas above and saw someone mentioning advance screenings. This is a good idea. I can read a review and watch a commercial, but I can’t know if I like the movie until someone I know has already seen it and I trust their opinion. So, this is how you do it. You have a great film…something unique, exciting, something people are really going to be talking about. You get the myspace account going and you offer exclusive interviews, making-ofs, short narratives about the creation process…Things that would be ‘dvd features’ and you offer them in podcasts. Then, you set up advance screenings in cities by myspace invite. And you will have full theaters and those people will tell and tell and tell. This is Arin and Susan’s homegrown marketing plan. And it has worked. And it’s still working.
Your chain shows indie films. I have been to your Kendall Sq. theater in Cambridge even though it is more than a half hour on the train. If there’s something I want to see, I go. But I have to want to see it. If you put Four Eyed Monsters at the Kendall (and your other more indie venues), I guarantee you would have people in those seats. But you can’t just show a trailer and hang a poster and hope people show up. You have to make it an event. Launch the film at each theater with an event. Make it interactive! Have the start time a half hour early with an iPod showing the podcasts. Find a way to have a Q&A with the directors/actors even if they aren’t there. You can be so much more creative than you are right now.
Like Arin and Susan have, you can get people involved with the movie as so much more than a viewer.
Comment by Meghan McFarland -
I think a lot of people want to see more movies than they actually do. I know that’s the case for me. I’ll see a trailer on TV and think “Hey! I want to see that!” but I never get around to it, and before I know it it’s not in the theaters any more (and then I think “Hey! I need to rent that DVD!” and I usually don’t do that either).
The main problem is inertia. My tendency is to stay at home. It’s kind of a hassle to look what’s playing where and when, and then set up plans with my friends or significant other to go and actually see the movie. It usually requires some spur-of-the-moment planning, which is always more difficult. Either that or it’s so low-key (“Hey, we could see a movie tonight.” “Yeah, we could do that.” “Let’s look into it” and we both go back to watching TV) so we end up wasting time until it’s 9:00 and the only movies left won’t end till after midnight.
On the other hand, if I’m planning something for next week, it’s easy to look things up and get it all set up. But if it’s 7:30 and I’m looking for a movie between now and 9:00 within 10 miles of me, I’ve got to scrounge around for the paper or navigate different websites and see what’s going on. No thanks. But planning my movie nights a week in advance is ridiculous too. Nobody does that. And therein lies the opportunity: Give people a way to do just that, and I think they will.
My idea is simple: Sell subscriptions. Every week, the same time, the same place, there will be a movie to watch that is tailored to my preferences. I’ll buy the tickets as a package for 10 weeks in a row and say to my significant other, “Thursday night at 7:00PM is now Movie Night and we’re going for the next 10 weeks.” All in one package, X number of movies, at the same time, same location, every week or every two weeks or every month. The key is just to have a regular schedule, and give people a slight discount and convince them that the films will be something they want to see. Maybe it’s a mix of old films and new films. Maybe they all share a theme or a genre. Maybe each week there’s actually several choices (sell it as a “Marital Bliss Pack”: each week there’s a guy action movie, a goofy comedy, a girly romantic comedy, and a high-concept drama to choose from, so the guy gets his pick one week, and the woman gets her pick the next) — but all the movies start at the same time and are being shown in the same multiplex, week after week after week. Maybe even have post-film coffee and discussions so that people with the same subscriptions can get to know each other over time, so it becomes a social event as well.
Comment by Brock -
1) Facebook, facebook, facebook. More details to come in a non-publicized arena.
2) Buy two comedy scripts I’ve written: movies people WILL like.
Email me at: JasonWStein@gmail.com
Comment by Jason Stein -
Oh I’m just saying what others have said… I don’t go to movies, almost never. Theaters are dirty, noisy, I get cold or wet going out, I’m in the parking lot alone, its just a pain in the a** .
I’d love to see more first run movies, right when they come out, but I want to see them at home, with friends, wine, my sofa. Don’t make me go to a movie theatre! Its not about money to me although it may be to some but its about comfort and I’m not sitting in a smelly theater to see a movie that I can get on pay per view in 6 months.
Susan Kelly
Comment by susan kelly -
Last Sunday, I took my wife and baby to the movie theatre in town (8 miles away). The movie theatre in Hondo, TX only shows one movie at a time and the showtimes are always the same. The ticket price for the movie is $3 per person. The theatre only accepts cash.
My family and I enjoy going to the movies – I think the theatre’s formula is something related to ‘Keep it simple’.
“A countryman between two lawyers is like a fish between two cats.” – Ben Franklin
Comment by Ben Adams -
Mr. Cuban,
The solution for promoting / marketing movies in an efficient and productive way; is the antithesis of what many would believe. Less is more. Develop shorter trailers leaving the customer unsatisfied until they finally see the movie. This along with personal appearences (which should be covered by the actor/actresses salary) by all the top actors & actresses within the movie would create a serious buzz considering the mystery surrounding the movie. That is not to say that the plot would not be revealed; and is only to say that the best lines (especially in comedies) would be left our of the trailer and the eventual ending would not be presented either. Too much has been thrown at the consumer these days and people are more inclined to see a movie they do not know what will happen; or have not yet seen the funniest parts of the movie prior to setting foot in the theater.
Comment by Michael Cain -
For starters it is interesting that you’ve posted this offer, and I read through most of the comments and found them to be interesting. The problem with the movie distribution industry is that at some point someone decided to make money off the concessions as well as the ticket prices. Movie budgets got bigger to absorb the cost for CGI and advanced special effects, tickets never got cheaper. The one suggestion I liked was the whole “Tivo” for movies idea, but the problem is people want to get out of their house and have the theater experience. People will go see movies that they’re interested in. Watching them at home will make you lose a lot of money. How do you stop someone from having a great home theater system and a large living room and inviting 40 people? I live in France and we have a system here, that if properly marketed would be a great benefit for you. Loewe’s already has their galazy passes, that if you buy a bunch give you a bit of a discount, but they are normally reserved for purchase by corporations. In France we have unlimited movie passes. For 18 euros, you can watch an unlimited amount of movies per month. Or you can buy a card that gives you a certain number of “places” or tickets. A 5 ticket pass is 35 euros, normally it would be about 45 euros if you went to see 5 movies. The passes expire in a month. The point is with the unlimited you sign a contract for 12 months, you pay in advance 3 times over the year, and it gets people in the theaters because who wants to waste money? This is a perfect idea for a man who owns his own chain of theaters. You would reap the benefits of 1) advanced sales, 2)concessions – people will come to the theater and because they didn’t shell out money for a ticket, psychologically they’ll think less about paying 12 bucks for a drink and some popcorn, 3)if the cards are not used, you still keep the money anyway. If you’re interested in seeing the business model and more details contact me. I will introduce you to the reasons why the French public is so dedicated to its cinema – something that does not exist in the US. In fact, statistically speaking on any free night you could ask 10 French people what they’re going to do and 8 of them would say they are going to the movies. Could you say that in the US?
Comment by anne-marie -
Make awesome movies with less computer graphics. Too many movies are too long and redundant..
Comment by Port Orange MLS -
i wanted to tell you about four eyed monsters. i heard about it while browsing the itunes music store’s podcast directory. i watched every podcast and now i love it. but nearly a year later i still haven’t seen the movie because it has not been screened, even in my entire state. i have since gotten many of my friends around town (lexington, ky) in the podcast and we were willing to drive to either louisville, ky or cincinnatti, oh (both about an hr away) to watch this…but no screenings were there either. i think, that if you could put this movie in a theater, it would generate a lot of viewers, with very little revenue spent advertising, because the advertising is already done. all through a free podcast. these are just my thoughts, i love reading your blog…but i’ve never commented before. thanks for writing!
Comment by r smith -
Create a series of shorter movies (maybe 60 minutes each). Make the characters and storyline extremely entertaining and universally appealing. It may be possible to take a current TV show and expand it into this concept. Shoot the movies in the new 3-D format. Do you think the producers of “South Park 3-D” or “Sopranos 3-D” would need to spend $12 per person to get people to go to the movie theater? I doubt it. Release the movies in sequence every 2-6 months to keep it current and fresh.
Comment by Tony Martin -
Solution is simple implementation is not. Movies don’t make money till they get into the rental/Sales market. So is it feasible to produce/finance then sell direct to the consumer cutting out the studio, theater (yea I know about landmark the reality is markets are efficient and brutal), even Netflicks! Give greater “artistic control to the artists” in exchange for a real piece of the profits. The “Artist” makes a stinker the market decides what financial return they get. Take you profits from financing, direct sales, cross marketing licensing etc. Do it without using the studios for production, distribution, finance, and licensing.
Comment by Wally Brooks -
By the way Mark, a great idea is to have a website where you post up a story, i.e a screenplay idea or synposis, then you let the public chime in as to who they would like to see in the role. Take a story about a guy who hijacks a bus. Have a list of actors for the main character and the supporting characters. Maybe even a director. See how many people would see it if such and such were in it. And magic. You already have the audience. Say 1 million people see Tom Cruise as this character in this story. Bang. Try to get Cruise and make the movie. Promotion begins before the movie even starts. It gets people involved in the movie process. They all feel like they are part of it. People will always pay for something that makes them feel special….www.makemymovie.com…. Sounds cool right
Mark D.
guerrillafilm@mindspring.com
Comment by Mark D. -
I’ve been mulling over this for the last couple of days, and while my thoughts aren’t completly organized I’ll leave what I can.
I’ve noticed that people will take something more seriously if they feel invested in it in some way. Meaning, if the audience members feel they have been a part of the movie making process in some way, they are FAR more likely to go see the film, and get their friends and family and co-workers and neighbors (get the point) to see it as well.
If there could be a way to start a production company that SERIOUSLY used ideas from audience members and made them happen, without exploiting the ideas, making millions, and giving nothing back, I think there would be a positive outcome. There would have to be some kind of reimbursement be it free passes, discounted tickets to showings of the films or possibly a name in the credits, I’m not sure of that yet.
All I know is that people who have a hand in creating something want to see it succeed and most of the time will go to great lengths to see that it happens. If they think there’s a chance they’ll see their face on the big screen, even if only for a second in a crowd shot, they will get every person they know to go see that film!
So, basically, I guess I’m saying bring the movie making process down a notch and make it less “untouchable” and more real to the people who go and see the movies. If it’s more real to them, there’s more of a reason for them to go to the movies.
Comment by Sarah -
How about your the idea that you had for TV. Use live broadcast in movie theaters to make movie-going a unique event. You could move the idea of the “Movie premiere” into the digital-information age. Instead of having a movie premier be an event broadcast on TV. Have a similar event where interviews with stars and directors are broadcast at the movie theater. Or some other event related to the movie that is broadcast at the movie theaters only.
Also, I think you’re right on the money with re-vamping the image of the movie industry. Ticket and concessions have been going up, it is now typical to sit through commercials, but the “movie theater” experience has really not improved.
Comment by R Wang -
Simple. I work in the movie biz and must admit. Its just too dam expensive to take a family of 4 to see a film in the theater. $40 for the film, plus treats, you’re looking at $70. Are you kidding? That is a staggering number. What is happening is soon the average income family will not be able to attend a movie. It will be out of their budget range. The mass audience will soon go away and all you’ll be left with is a overpriced theme park. I have read a lot about the history of cinema. It is a shame its gotten to this point. 30 years ago, the studios were amazed that a film could make 100 million in a summer, now they are depressed if it doesnt do 100 mil in 2 days. If Bush can send $300 to each family, then the studios can send a few free tickets to the public. Makes sense. Show thta you care. And Cuban, I have been following the 2929 projects. I know you’re trying…..Just stop releasing on DVD and cable simo. Let people see it at the moviehouses. Oh and Cuban, you’re perfect for ENTOURAGE. You should give them a call.
Comment by Mark D. -
I just saw your interview on g4, so I looked you up on the web and came across this challenge. There are a few things about the movies that I don’t enjoy. That if were changed would make a difference. One is the price of movies that you pay then the movie it self just sucks. You feel like you have just been ripped off. I mean for my wife and I to go to a movie You spend almost twenty bucks on the ticket, money for popcorn, drinks what ever , I could have spent anywhere from 2 bucks to 4 bucks for movie rental or cable pay preview. The other things is comfort in the the theater most of the seats are to close together, and uncomfortable. People are messy and the kids that work in the theaters are just there to get a paycheck may not care enough to clean the area. You spoke about your are selling fun when you took over the basketball team. I think that in the same manner you could change the theater going experience. Create an atmosphere that is enjoyable. I have an idea that would be a evening out. To make it worth your while even if you did not like the movie.
You could have real food, change it to less seating like a show in vegas. You serve a dinner, drinks have a menu, comfortable seating, space to have private moments with your date. Fun, enjoyable and if you left with the thought the movie wasn’t that good, but I would come back because the experiance was great. That of course is just a rough idea. Just with my thoughts. Good luck, I enjoyed your interview on the tv.
Comment by james roberts -
Bring the main character to life. People interact with him. They get to know him. They attach and think he’s real.
Give him a blog, myspace, freidnster, youtube, LinkedIn, a resume on monster.com, hotjobs.com and careerbuilder.com.
Use the blog to preface the story. Build viral momemntum by having the character interact with those he meets on the social networks. No one knows that he’s not real.
We are doing it for ‘Straight To Voicemail’ and Charlie Assaf.
His Blog:
http://whatwouldwilliedo.typepad.com/straight_to_voicemail/
His Myspace:
http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=87697790&MyToken=35cbf87b-2568-4ffe-8bb5-c4bbc6276dfc
Comment by Matt Martone -
Bring the main character to life. People interact with him. They get to know him. They attach and think he’s real.
Give him a blog, myspace, freidnster, youtube, LinkedIn, a resume on monster.com, hotjobs.com and careerbuilder.com.
Use the blog to preface the story. Build viral momemntum by having the character interact with those he meets on the social networks. No one knows that he’s not real.
We are doing it for ‘Straight To Voicemail’ and Charlie Assaf.
His Blog:
http://whatwouldwilliedo.typepad.com/straight_to_voicemail/
His Myspace:
http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=87697790&MyToken=35cbf87b-2568-4ffe-8bb5-c4bbc6276dfc
Comment by Matt Martone -
It seems to me that the one thing that hasn’t changed in the film industry is that people outside of it (i.e. the general public) remain fascinated by the moving making process. Why not give movie goers the opportunity to get an inside glimpse of the biz via a contest? Sumbit your ticket stub and enter to win a day on the set of Magnolia’s next feature, a chance to be an extra, an opportunity to meet one of the film’s actors or …
Seems almost too simple to work and I haven’t a clue if it has been either suggested or tried already, but it certainly wouldn’t cost very much to implement (relatively speaking, that is).
Comment by Jennifer -
Another simple idea is have the actors in the movie just say “thanks for coming, hope you enjoy the movie” right before the film starts. This would not take them any time and it would make the viewers feel welcome and appreciated.
Comment by Nathaniel Bigbie -
I see your idea of the lottery system to be a decent idea but what I would do is have a scratch off game on the back of the tickets. Let the viewers scratch off the back of their tickets for little prizes like free movie tickets, popcorn, cokes, and have a few big prizes such as cash, trips, cars, or even a small part in an upcoming movie or meeting the cast of the movie they are viewing. This is a simple solution that I believe would create some immediate interest if nothing else. It may not be a long term fix but I think it would have great success in the short term. I am a 21 one year old guy and I ran the idea by some friends and most of them said they would be more likely to go to a movie if there was some kind of game to it like this. Think Mcdonalds monopoly game. Who goes to mcdonalds except when that game is being played. Studios could just use the system on movies they need a boost on. Look forward to hearing a response. GO MAVS!
Comment by Nathaniel Bigbie -
You are the ultimate 800-pound gorilla.. so think like one!!!
First, the way to get the masses is make movies about them…you are not going to fill seats when you make movies about wheat growing in Kansas.
But when a giant dinosaur that was tearing the crap out of NYC, you get the best of both worlds- (the NYC population love to see their town on the big screen, and the West Coast love to see NYC get blown to shit!)
Make movies about NYC, Chicago, LA, Dallas, Atlanta, Miami, Denver, vacation destinations, where people live or go..
Next gorilla move, go back in time.. think sandwich boards on the street corners, and the the Wicked Witch of the West…not only do busses and taxis have advertising, but now SUV drives are trading a month of gas for putting ads on their vehicles.. every car that’s stuck in traffic has 20-30 minutes to stare at that car…
Wicked Witch.. in the larger cities (NYC, LA, Chicago, Dallas, Atlanta) hire blimps.. Everybody knows about the Goodyear Blimp, the FUJI blim, the Outback blimp…
people are VISUAL…so give them the WOW factor in front of them.. there can be inflatables on top of buildings that are low cost, but very visual… people remember a 50-foot soccer ball in the center of the town during the world cup in Germany (I went to the WC in Dallas in 94, they had some at the Cotton Bowl, definitely VERY VISUAL….
last…
to get people in the theatres, make it date friendly.. most of the theatres have really uncomfortable seating (with that damn bar between).. there should be a standard set, how small a seat can be, how much leg room (you must know about that?)..
Comment by ME -
Forget malls, high schools and college campuses…
Airports / Air Passengers are the real untapped resource for the struggling US movie industry.
-659 million people fly in the USA every year.
-wait times for flights are on the increase
-millions of people just sitting around waiting for there plane
-millions of people sitting on planes waiting to take off
Just a thought…
Comment by Brent P -
Team Trivia concept. After movie there will be a 10-15 minute team trivia based on the movie. Winners get a prize and go into a drawing for a larger prize/recognition.
Many people will see the movie twice to get the answers.
It’s hard to get much attention giving away trinkets and trash or free tickets or $1off.
Learn from the lottery or gambling. Even though the chances to get hit by lightning are greater than winning the lottery it is very popular.
People love the chance, however remote, for the big payoff.
Devote most of your marketing budget to a lottery. Mail in a ticket stub to enter and they must answer a profile questionaire. You get the lottery effect and also priceless movie watching profile information for your database.
Comment by Steven -
Mark:
I sent a rather detailed proposal to your email. it involves several layers of media and has worked in other areas of media before for me with other well known companies.
Please let me know how best to get it to you.
AD
Comment by alan donnes -
Interesting.
I say take your Day and Date method and push it even further: When a group of 2 person go see the film in the Theater you give them a DVD of the film.
oh and I think more diversity in the films qould be nice too. Instead of spending 60 millions on the film and 60 millions on advertising why not use that 120 million dollars to make 10 smaller films with a 12 million budget ? If talented director are given their chances I’m sure we’d be surprised at how many sleeper hits could make it big every year.
The thing is: People love movies.
Comment by Martin B -
Dear Mark,
Despite all the technology, the speed of the editing process and all the new ways to get films made and out there, most filmmakers working today, especially younger filmmakers, leave an important element out of filmmaking–taking time to write a solid script, and then taking more time to reflect and make changes on that script. Time is (of) the essence in the process.
One of the main reasons people are staying away from theaters is that most films simply don’t deliver the kind of emotional payoff that viewers need to generate word of mouth. It’s word of mouth that creates excitement around a film, and gets people to see a film more than once. Get back to basics and you’ll get back some of the audience lost to reality TV and video games.
Regards,
Ron Merk
Comment by Ron Merk -
Make movies that people want to see. A majority of Americans have children and, whether they like it or not, the parents’ lives revolve around the children.
Very successful movies in recent history were well made family friendly movies. Advertising is not the issue. Home theaters are not the issue. The issue is the values portrayed in the movie. People don’t want to be told how to think, they want to relate to the characters. The politics of the character is not what attracts people to a movie. Integrity of the character does, the inner struggle and conquering of the internal/external demon.
Comment by Matt Sciba -
I think the first response is the correct one. Give Karma614 the job. You are not asking what you are really asking. It is either: 1) How do we save the movie-going experience? (You can’t.) or 2) How do we make more money on any given film? (You can.) Packing people into theatres is some kind of marketing koan you’ve constructed. What is the sound of one fan napping? I’m a little drunk. This makes more sense now than it will later. The movie-going experience has been infiltrated by people who believe they are in their living rooms anyway. Why shouldn’t I be in my living room with my big screen and surround sound too? I should. I am. You can’t save the theatre-going experience unless you are willing to police it, and no one is willing to do this. Rather you suggest we bow to this antithetical theatre experience with some kind of “rock n roll” Rocky Horror mosh cinema. This will go the way of the roller rink. The base has spoken and is speaking. We’ll watch in the comfort of our homes on our big screens and surround sounds. The theatres aren’t interested in preserving the experience. What is the experience? People going to a movie to actually WATCH THE MOVIE! Want to save this experience? RAISE ticket prices. But it won’t work. Theatre is on its way out, except for arthouses and a few select first-run multiplexes. But money can be made. This is your real question, yes? Karma614 has it right, almost. Better movies? I don’t know what that is. Make movies people want to see. They may be better, they may be worse (Snakes on a Plane anyone?) But they’ve got “something.” My advice: Take some spare change, say $10 million. Make 10 films annually for $1 million apiece, all costs inlcuded, yes, marketing included. There is a huge untapped resource of filmmaking talent out there waiting for the right entreprenurial free-thinking outsider to harness it, select it, produce it, market it. Give it to Karma614. I don’t know who that is, but they’ve got it right. I’ll be drinking, waiting for that next super low budget film to break out, and it will. Here’s a recipe for my favorite drink:
1-1/2 ounces light rum
1/4 ounce Maraschino liqueur
1/2 ounce grapefruit juice
3/4 ounce Simple Syrup
3/4 lime juice
shake well with ice. strain into chilled rocks glass.
Enjoy!
Comment by Hencher -
I am certainly no spokesperson for telling you what to do with movies as I have not gone to see one in 7 years or so but let me offer you this.
I hate the movie theatre. Hate the lines, the food is terrible (besides the popcorn), hate having nowhere to put my food and drink once I get in so that when some 350 pound dude comes walking down my aisle, I either gotta move it or he’s gonna lose it for me. I hate going to the late showing on Friday night to have a baby bottle rool all the way down the theatre from the back and then listen to some baby cry as his daddy searches under everyones chair for the bottle. I paid how much for this???
The only other thing I can realte going to being stuck for a few hours watching something with a crowd is a sporting event. The best sporting events I have ever been to are the ones that seemingly have endless choices of food and drink, the seats are super confmy and roomy, and I feel like I have my own space to enjoy whichever parts of the game I want to enjoy.
I don’t know how you could do that in movie theatre but I’d start with having a bar with a bartender somewhere just outside the actual movie area and have a full menu of foods I can bring back into the theatre. Why have dinner and then go to a movie, make them both accessible at the same place. Also, maybe even creating sound proof rooms for different groups of people. You could have a quiet room, you could have a teenager room and you could have an “over 21 we came here instead of the bar to mingle” room to serve more people purpose.
In my opinion, your argument is not about how to advertise better. Without going to a movie in years, I know that Ricky Bobby thinks he’s on fire and stabs himself with a knife becuase he thinks he’s lost feeling in his legs becuase I have seen the same commercials on this AT LEAST 500 times (and I read books FAR more then I watch television)!!! The focus needs to change as to how to make a movie theatre a better experience for all involved as the people carrying on a conversation and don’t give a damn about the people next to them trying to watch the film are the only ones who enjoy the show.
Comment by Malcolm -
If great movies are made with different actors, more opportunities for the newcomers with talent, the budgets won’t be so blown out.
It’s the same movie stars in every movie.
Give other actors a chance.
Have one movie star carry the movie and the rest are great new faces.
That’ll cut the price of the movie, give the new face a name- make the people fall in love with what the movie did for the new face.
http://www.uczkowski.com
it all starts in pre-production.
Comment by Dariusz Uczkowski -
Thank you for asking the people that really matter, the audience.
1- Look what SAG did with “Crash”– that was a great marketing strategy- do the same with the movies that matter. Movies that matter are the ones that make you cry, think, believe.
2- Attach a great indy short to the beginning of each movie- a different one each time. One- you are giving the underdog great exposure = the people will love you for that, not to mention the underdog.
3- When you do sell DVDS of the big budget movies, include a gift= an indy movie comes along with it- again you’re giving something that didn’t break you, but helped someone make another movie because of it. People love people that help people. Just for that you will be viewed in a different light, loyalty =rewards.
4- Make the Movie stars own the movie till the end. Movie stars are busy people, they get paid big money– have them work a bit more for it. They need to talk to the people directly. The trailer does it, but nothing does it like a movie star from the movie itself. But not on the big TV show, or at the big gala award ceremony…. unexpectedly show up, greet, meet, talk….. ie: be real. Show the people that the movie star actually cares for them to watch their movie.
5- Give something back to the audience.
Make one day of the week family night out= discounted tickets.
Make one day of the week- anyone under 9 in one family has free admission.
Make one day of the week-Girls night out- if girlfriends show up to watch a “girlie” movie= they enter the name in a basket in the entrance of the movie to win a copy of the movie–
None of these will break the bank.
Give and thou shall receive. Isn’t that what “He” said?
Be Generous and we shall be Generous with you.
People love to hang around richer people, but quickly the jealousy kicks in and gossip arises, killing the moment, making the little person angry and removed, thus losing a customer. BUT when you hang out with a rich person you admire because of his qualities as a human being, because YOU KNOW first hand what he does for you and everyone — then it’s different, completely different, we want to love and give more to that person.
Mark Cuban- you need to become that person that gives, then you shall receive.
PS Today is my birthday. 8-2-65
Send me a birthday wish– that would mean the world to me. BUT it has to be from you….at least make me think it did. That will make you special in my book. That will make me go to one of your movies because you would have personally touched me…. get it?? Give and thou shall receive.
Kim Sky
I made my first movie “Just another romantic wrestling comedy”
http://www.justanotherromanticwrestlingcomedy.com
I plan on making care packages for the troops and sending them out to them. That’s my “give”. I can’t afford much, but I’ll definitely give to those who need some comic relief in their life. Who will know I’m doing this? Them, me and God. The people that matter.
Comment by Kim Sky -
EXCECUTIVE SUMMARY
If you want people in theaters, you have to do two things:
1) modify the theater experience to meet or beat the competition (which is “DVDs at Home”)
2) promote the theaters themselves, not just the movies.
A VERY short analysis:
The first obvious need is to identify the product we are trying to sell, which is NOT “Movies.” I think we will all agree that based on DVD rental and purchase statistics, the public is paying to watch more movies than ever. (We would want to understand that growth rate in order to set realistic growth targets for in-theater viewing.)
However, all the increased viewing is taking place at home; the advent of the DVD and high-quality home theaters has made home viewing a preferable experience. So the real product we are trying to sell is “Movies at the movie theater.” To make an analogy, folks are buying plenty of steak, but we want to get them out of the kitchen and into our restaurants.
Right away we can see we have a disconnect between the Promotions and the Product we want to sell. When was the last time you saw movie studios promoting theaters? Five years? Ten years? Never? (What ever happened to the jingle “Lets go out to the movies…”) Today, all the promotions are for the films. They successfully convince us that we want to see the new Superman, but not that we want to see it at the theater. Even the theaters do not promote themselves… they promote the movies they are showing. That is like Burger King promoting Coca Cola instead of the local Burger King.
So, we clearly need to develop a movie theater promotion plan. The plan has to address the obvious reasons folks like to watch movies at home, and the core competencies of movie theaters (what do theaters have that is really hard reproduce at home?)
Not only do we need to address these relative strengths in the Promotion campaign, we need to address them in our Product. Wherever we can, we need to change the Movie Theater experience to meet the same needs that are met when watching at home. How can we provide the comfort and convenience of DVDs at home, while retaining the fun of joining others to watch a film on the big screen? (Just like the fun of going out to eat… yes, its the food, but the crowd and the atmosphere are AT least half of the attraction.)
Comment by Scott Walker -
The HDNet MovPass Card!
Enhances the current movie theater member-pass process and the idea of simultaneous releasings of DVD, Theater, and Net Downloads to a new Hybrid idea…
After paying a yearly subscription to the “HDNet MovPass”, you receive the card. The idea is that after you have bought a ticket for that movie at your local participating theater with the card, you can purchase the films’ dvd (one dvd per ticket, no more until additional tickets are bought). The dvd will be released in the HDNet MovPass store the same day as the theaterical release and prior to general public sales, discounted and with exclusive production extras to HDNet. You can not purchase the exclusive HDNet MovPass dvd until you have purchased the theatrical ticket.
The HDNet MovPass card can also carry an online subscription (extra fee if wanted) that allows the viewer to download the film to their computer for the online price the same day or whenever wanted.
Another addition to be added to the card may be the option to obtain points per ticket stub purchased to go toward prizes such as mentioned by others on this board, tickets to MAVS games (or other teams), local concerts/events, cars, i.e. typical prizes. This would encourage the frequent viewing of movies in theater.
Teaming up with Apple on the iPod could bring a partnership using the HDNet MovPass to expand the growth of the handheld movie players and show HDNet programming on the iPod and use the iTunes service.
Comment by Corey Frey -
Economics: Change the price of films according to supply and demand
Why can’t movies (both theater tix and perhaps to a lesser extent DVDs) be priced like stocks, according to supply and demand? I realize I’m over-generalizing here, but essentially, people pay what they think a stock is worth, not necessarily what it’s actually worth or how good the company is. And they either buy or sell that stock accordingly, depending upon what they believe other people will pay for that stock. People only got to buy Enron for pennies once everyone believed it wasn’t worth anything. Until then, people overpaid. Plain and simple. In terms of movies, why let someone pay $9 to go see DEAD MAN’S CHEST when they’ll pay $15-20 to see it on opening weekend?
An economist friend of mine and I had this idea for a bar, where the price for a particular drink (vodka-red bull on Friday nights, mint juleps on the Sat of the Derby) would be based on the appropriate demand for it. Simple concept; everyone wants it, you pay more. Nobody wants it, it’s a good deal for you. You’d be surprised how drunk somebody’ll get on $0.25 MGDS or the kind of buzz you get (pun intended) for a $30 mojito. Why can’t movies be priced in the same way?
While most viewers will not pay $9 for an opening weekend, evening screening of say, WAIST DEEP, there are more movie goers and fans of gangsta films who will go see that film at half or a third of that price, esp. if their first choice for that weekend is sold out; or, as I’m suggesting, “overpriced” at 2x or 3x the normal cost.
Now, I know you’d have to work with distributors and theaters to execute something like this. But I also know, if we could ever get to something like this, it’d be a helluva lot of fun to go see a movie, and for the same reason the stock market is so much fun for so many Wall St adreline junkies who also happen to be pretty smart. Imagine the scene out in front of Mann’s Chinese Theater, Spider Man 3, opening weekend- and there’s a guy w/ a green jacket (like those you see on the NYSE trading floor) standing out amidst the masses trying to get in. 15 min before the film is set to screen, he places a call order for 30 at $300/seat and the guy in the ticket booth yells, SOLD!! People rip up in applause and the buyers follow the guy to the ticket booth where they walk past all the other shmucks who were too cheap (or apathetic) to buy at a price that would get them in. Trying to tell me that’s not going to create demand? Plus, this would work regionally. The amount someone pays in LA or NYC would of course exceed what someone would pay in Omaha, Nebraska or Birmingham, AL.
For non-event films, of course the spectacle would be far less, but still perhaps more profitable. Pricing a film like JOHN TUCKER MUST DIE in this manner might allow studios might earn $3/ticket at 50% capacity over the first weekend when otherwise they wouldn’t have done so much as 15% at $9/ticket. And you never know when the next Big Fat Greek Napoleon Blair Witch blows up and all of a sudden, the buzz creates a demand beyond studio/prodcos/distribs’ wildest dreams and people are overpaying like crazy just to get a part of the action. It happened in the 90s w/ tech stocks- widows buying long on dot.coms when they didn’t even know how to spell PC- and I just don’t see why people wouldn’t also overpay for movies, esp. those in high demand.
My $0.02. Personally, I don’t buy into the whole “there’s no silver bullet”, “make better movies” generalizations that many posters have offered up. And frankly, I doubt you made it to where you are with an over-simplified, defeatest attitude like that. So thanks for posting this challenge. Go Avery, JT, Josh Howard, Dirk, and even David Hasselhoff. GOOD NIGHT AND GOOD LUCK aside, I still think the Manu Flop is still one of your finest productions. Good luck finding your next new idea.
Comment by Cyr -
Economics: Change the price of films according to supply and demand
Why can’t movies (both theater tix and perhaps to a lesser extent DVDs) be priced like stocks, according to supply and demand? I realize I’m over-generalizing here, but essentially, people pay what they think a stock is worth, not necessarily what it’s actually worth or how good the company is. And they either buy or sell that stock accordingly, depending upon what they believe other people will pay for that stock. People only got to buy Enron for pennies once everyone believed it wasn’t worth anything. Until then, people overpaid. Plain and simple. In terms of movies, why let someone pay $9 to go see DEAD MAN’S CHEST when they’ll pay $15-20 to see it on opening weekend?
An economist friend of mine and I had this idea for a bar, where the price for a particular drink (vodka-red bull on Friday nights, mint juleps on the Sat of the Derby) would be based on the appropriate demand for it. Simple concept; everyone wants it, you pay more. Nobody wants it, it’s a good deal for you. You’d be surprised how drunk somebody’ll get on $0.25 MGDS or the kind of buzz you get (pun intended) for a $30 mojito. Why can’t movies be priced in the same way?
While most viewers will not pay $9 for an opening weekend, evening screening of say, WAIST DEEP, there are more movie goers and fans of gangsta films who will go see that film at half or a third of that price, esp. if their first choice for that weekend is sold out; or, as I’m suggesting, “overpriced” at 2x or 3x the normal cost.
Now, I know you’d have to work with distributors and theaters to execute something like this. But I also know, if we could ever get to something like this, it’d be a helluva lot of fun to go see a movie, and for the same reason the stock market is so much fun for so many Wall St adreline junkies who also happen to be pretty smart. Imagine the scene out in front of Mann’s Chinese Theater, Spider Man 3, opening weekend- and there’s a guy w/ a green jacket (like those you see on the NYSE trading floor) standing out amidst the masses trying to get in. 15 min before the film is set to screen, he places a call order for 30 at $300/seat and the guy in the ticket booth yells, SOLD!! People rip up in applause and the buyers follow the guy to the ticket booth where they walk past all the other shmucks who were too cheap (or apathetic) to buy at a price that would get them in. Trying to tell me that’s not going to create demand? Plus, this would work regionally. The amount someone pays in LA or NYC would of course exceed what someone would pay in Omaha, Nebraska or Birmingham, AL.
For non-event films, of course the spectacle would be far less, but still perhaps more profitable. Pricing a film like JOHN TUCKER MUST DIE in this manner might allow studios might earn $3/ticket at 50% capacity over the first weekend when otherwise they wouldn’t have done so much as 15% at $9/ticket. And you never know when the next Big Fat Greek Napoleon Blair Witch blows up and all of a sudden, the buzz creates a demand beyond studio/prodcos/distribs’ wildest dreams and people are overpaying like crazy just to get a part of the action. It happened in the 90s w/ tech stocks- widows buying long on dot.coms when they didn’t even know how to spell PC- and I just don’t see why people wouldn’t also overpay for movies, esp. those in high demand.
My $0.02. Personally, I don’t buy into the whole “there’s no silver bullet”, “make better movies” generalizations that many posters have offered up. And frankly, I doubt you made it to where you are with an over-simplified, defeatest attitude like that. So thanks for posting this challenge. Go Avery, JT, Josh Howard, Dirk, and even David Hasselhoff. GOOD NIGHT AND GOOD LUCK aside, I still think the Manu Flop is still one of your finest productions. Good luck finding your next new idea.
Comment by Cyr -
Develop a theater that makes you feel like you are part of the movie. Seats that rumble, air that hits you in the face when a plane goes by, rain or mist, smell, develop 3-D without the stupid glasses. More speakers and closer to the seats. Maybe individual speakers for each chair. Make it more lifelike.
I don’t like leaving during the movie or a ballgame. Bring the vendors into the movie to sell but put them on a low seated cart so they don’t stand up and block views of everybody. Make an extra isle in the middle for easier access to people.
Valet parking.
Special giveaways before the movie for certain seats like $50 gift card to Chili’s, Target, Victoria’s Secret, free movies for a year, etc.
Instead of the stupid movie trivia while we are waiting on the show to start, show old Cheers reruns or some other comedy flick that lasts 20 minutes or so with no commercials.
Give people the option to buy the movie when they leave for $20-$30 but make them show their ticket. Anybody they show the movie to are the people that will wait for it to come out at the movie store anyway.
Put a few lazyboy recliners in the place and sell that ticket for double the price. If it always sells out, add more lazyboys, it shouldn’t be long before you pair for the chair.
Easy access. How about a quick pass like you can get at some of these amusement parks that you can buy ahead of time, and walk through by scanning your own ticket or card.
Comment by Tommy Davis -
A friend of mine told me about this challenge and I remember thinking WOW the responses for this are going to be really interesting. Living in NYC and being a movie fan is not easy or cheap! I ask myself just about every weekend what exactly makes me return to the movies and plunk down another $10 for a movie that is basically a toss up? I think this is the question people should ask themselves in response to the challenge.
Below are my ideas:
1. Incentives- Considering that the cost of movies is not going down anytime soon we need to give people a reason to come back to the theatres. I think it’s obvious corporate sponsorship and product placement has become a huge factor in the entertainment industry.
Hold that thought…
Another big money maker in the US is the lottery. People spend millions of dollars in NY just to get a shot at the big jackpot.
Now let’s think of the lottery on a smaller scale. What if we got got corporations to sponsor certain shows by offering door prizes. Obviously tech gadgets would be the biggest pull cell phones, mp3 players, PDA’s, video game systems.
I know the idea sounds like it could potentially be costly but when you take into consideration the advertising that the product receives there is a cost share on the part of the corporation.
This can also work on a smaller scale like with local business around the area of the movie theatre. I am thinking like restaurants or clothing stores that are willing to offer either gift certificates or discounts as part of the door prize.
I think my idea comes from an experience I recently had a movie screening. The line was ridiculously long and it was hot but people were waiting at least an hour to see Nacho Libre. A local radio station sponsored the event and sort of amped up the crowd with little give aways and that seemed to put people in good spirits. I also noticed how many more people were buying snacks (the movie was free so I guess that makes sense.) Anyway, althought the gifts weren’t on a MP3 level they did manage to give away concert tickets.
This brings me to my second idea:
2. Combining different Media Markets: Music has become a major part of the movie business. There are few movies released that don’t have soundtracks. I don’t know the numbers on those sales but I think that recording companies could definitely benefit through marketing the album with purchase of tickets. Perhaps offering a discount on the album with the stub from the movie ticket. ( I don’t know if this will bring more people to the theares but figured I would throw it out there.)
3. Targeted Audiences- This idea has already been somewhat approcahed here in NYC. There are certain theatres that have “Mommy and me showings” that allow moms/parents to bring their kids to the movies and NOT have to worry about looks of death from other moviegoers. I have seen other theatres sponsor single nights usually with a little cocktail hour before the movie. This made me think that maybe we should be trying to group levels of the movie theatre accordingly. Maybe have a level that is strictly for parents and children it could also have a small arcade. A level that shows independent films and has a small cafe. Another level for people 21 and over, maybe even consider having a teen section targeting youth 12-18. I always wondered how you could put Hostel next to a movie like Ice Age…you couldn’t be any more different!!
I know that this sounds like a very segregated outlook but improving the overall movie experience is a large part of bringing people back to the theatre. We know we can’t control the content of movies, but we can attempt to change people’s behaviors, such as the latecomers. If we offered the door prizes 15 minutes before the movie then perhaps people would show up on time, hey maybe even come early?? Speaking of coming early this leads me to my final idea.
4. Extending showtimes- Living in the city that never sleeps I have always wondered why movie thestres didn’t have earlier or later showings. People work on very different schedules and early evening or afternoon aren’t always the most convenient times to see a movie. I have always wondered how a 24 hour movie theatre would do in NY??
I know alot of people will think my ideas are focused primarily on big city theatres and probably can’t be applicable to middle america. But I disagree, I believe that by taking your market into account and scaling back some of the ideas you can still be successful in drawing people back to the theatres!!
Well that’s my take on the movie business challenge. Feel free to respond I would love fedback. Best of luck…
Comment by Mina -
A friend of mine told me about this challenge and I remember thinking WOW the responses for this are going to be really interesting. Living in NYC and being a movie fan is not easy or cheap! I ask myself just about every weekend what exactly makes me return to the movies and plunk down another $10 for a movie that is basically a toss up? I think this is the question people should ask themselves in response to the challenge.
Below are my ideas:
1. Incentives- Considering that the cost of movies is not going down anytime soon we need to give people a reason to come back to the theatres. I think it’s obvious corporate sponsorship and product placement has become a huge factor in the entertainment industry.
Hold that thought…
Another big money maker in the US is the lottery. People spend millions of dollars in NY just to get a shot at the big jackpot.
Now let’s think of the lottery on a smaller scale. What if we got got corporations to sponsor certain shows by offering door prizes. Obviously tech gadgets would be the biggest pull cell phones, mp3 players, PDA’s, video game systems.
I know the idea sounds like it could potentially be costly but when you take into consideration the advertising that the product receives there is a cost share on the part of the corporation.
This can also work on a smaller scale like with local business around the area of the movie theatre. I am thinking like restaurants or clothing stores that are willing to offer either gift certificates or discounts as part of the door prize.
I think my idea comes from an experience I recently had a movie screening. The line was ridiculously long and it was hot but people were waiting at least an hour to see Nacho Libre. A local radio station sponsored the event and sort of amped up the crowd with little give aways and that seemed to put people in good spirits. I also noticed how many more people were buying snacks (the movie was free so I guess that makes sense.) Anyway, althought the gifts weren’t on a MP3 level they did manage to give away concert tickets.
This brings me to my second idea:
2. Combining different Media Markets: Music has become a major part of the movie business. There are few movies released that don’t have soundtracks. I don’t know the numbers on those sales but I think that recording companies could definitely benefit through marketing the album with purchase of tickets. Perhaps offering a discount on the album with the stub from the movie ticket. ( I don’t know if this will bring more people to the theares but figured I would throw it out there.)
3. Targeted Audiences- This idea has already been somewhat approcahed here in NYC. There are certain theatres that have “Mommy and me showings” that allow moms/parents to bring their kids to the movies and NOT have to worry about looks of death from other moviegoers. I have seen other theatres sponsor single nights usually with a little cocktail hour before the movie. This made me think that maybe we should be trying to group levels of the movie theatre accordingly. Maybe have a level that is strictly for parents and children it could also have a small arcade. A level that shows independent films and has a small cafe. Another level for people 21 and over, maybe even consider having a teen section targeting youth 12-18. I always wondered how you could put Hostel next to a movie like Ice Age…you couldn’t be any more different!!
I know that this sounds like a very segregated outlook but improving the overall movie experience is a large part of bringing people back to the theatre. We know we can’t control the content of movies, but we can attempt to change people’s behaviors, such as the latecomers. If we offered the door prizes 15 minutes before the movie then perhaps people would show up on time, hey maybe even come early?? Speaking of coming early this leads me to my final idea.
4. Extending showtimes- Living in the city that never sleeps I have always wondered why movie thestres didn’t have earlier or later showings. People work on very different schedules and early evening or afternoon aren’t always the most convenient times to see a movie. I have always wondered how a 24 hour movie theatre would do in NY??
I know alot of people will think my ideas are focused primarily on big city theatres and probably can’t be applicable to middle america. But I disagree, I believe that by taking your market into account and scaling back some of the ideas you can still be successful in drawing people back to the theatres!!
Well that’s my take on the movie business challenge. Feel free to respond I would love fedback. Best of luck…
Comment by Mina -
With respect to the participants that have submitted entries, I may repeat some ideas already posted since I have not reviewed their responses for fear of having my own ideas influenced. That said, here goes:
1. The JetBlue Cross-Marketing Approach: Offer the first 30 minutes for free on a website and if they want to continue to watch, viewers must pay and can then add the movie to their collection. By doing this, you bring people to a venue, the website, that offers them other products and can collect their e-mail info for future promotions and offers.
2. The Material: My Big Fat Greek Wedding and Napoleon Dynamite have proven that star names aren’t needed to score big profits, only good material that transcends backgrounds and captures the things that the audience can relate to. These days studios have forgotten to ask the public what it wants and force-feeds re-makes of movies that the audience might not have enjoyed the first time around. Give the people what they want. For example, Casablanca; released at a time of international relations uncertainty, the film showed the importance and the possibility of allies against tyranny, “Louie, I think this is the beginning of a beautiful friendship.”
3. Freebies: Blockbusters depend on major marketing campaigns to bring in a $100 million dollar opening weekend, imagine the possibilities and buzz if the first three showings of that weekend were offered for free? The chaos alone would instigate media coverage and force free publicity.
4. Importance Gimmick: Imagine sitting in an auditorium for a movie you paid to see and watching a preview saying, “A film so ahead of it’s time, so important to our way of life we’re offering it to you for free!” Offer a 2-for-1 special that requires an effort on the consumers part; i.e. a paid stub for two entitles the customer to a refund check for the price of one ticket. Two things will happen here, first, most people will be too lazy to complete the task and second, by collecting their information we can solicit them with discounts to upcoming movies, concession stands, DVD offers, etc. Once we establish someone as a customer, we maintain them as a lifelong client.
5. “This Is Your Movie”: Hire established writers with the ability to produce material based on others’ suggestions. Offer moviegoers the once in a lifetime opportunity to custom make their own movie. The overhead of this campaign will be minimal as we direct people to website where they select pre-arranged options of what they want their film to include. Who wouldn’t pay to see a movie they help put together?
6. Getting Away With Something: People love the feeling of getting more than they should for their money. To introduce a new film cross venture it with merchandising and offer free viewings of the film with the purchase of the film’s namesake T-Shirt or memorable quote, remember Napoleon Dynamite’s “Vote For Pedro” shirt?
7. Update The Drive-In: The drive-ins of yesteryear gave people an opportunity to center their entire night around the movie. These days with so many other options, going to the movies has lost it’s glamorous allure. Every summer NYC’s Bryant Park Film Festival screens classic movies every Monday evening for free allowing people to congregate on the lawn for hours before and after the film. This forces participants to plan their entire night around the movie. Give people other venue options where regardless of the film’s quality, the doing of watching the screen becomes the event. Some examples: 50,000 basketball fans packed inside Madison Square Garden watching Hoosiers together; 60,000 college football fans watching Rudy at Giant Stadium; 70,000 boxing fans at the Philadelphia Spectrum watching the forthcoming Rocky 6; 80,000 heavy metal fans watching Spinal Tap on the sound stage with a pyrotechnics accompaniment together on Randall’s Island. The possibilities are limitless.
I have more ideas but my allotted 3 minute lunch hour is over.
Comment by Shevy Gutierrez -
The problem is not in marketing movies. I usually have no trouble finding a movie I want to see.
The problem is making the “going out to a movie” experience equal to or better than renting the DVD and sitting in my living room experience. Not much has changed with going out to a movie (save stadium seating), but a lot has changed with the options available to us to see that movie.
I believe people want to get out. They just want a good experience — just seeing the movie doesn’t cut it anymore.
I live in Baltimore and am lucky to have three very nice arthouse theaters to choose from — one is especially in tune with the “experience” with food and drink steps from the theater lobby. Trailers are minimal and you can bet that adolescent hormones are kept in check. This is the kind of place that’s nice to hang out at even when you’re not seeing a movie — imagine that!
I’ll venture to the burbs, to the chains, every so often, but every time I leave asking the same thing: why? Why did I just spend all that money for shit service, a movie that started 40 minutes later than the start time, overpriced bad food, and a group of kids being kids sitting behind me yelling back and forth to each other for the entire show. Hell yes I’d rather sit in my living room and watch that movie — MONTHS LATER. And it’ll be months before I’ll want to go back to that theater.
I think the young adult market (under 25) is what it is — you’ll always have those numbers and they’ll typically reside in your burb chain theaters. Growth is in the cities. The 25 and up crowd dating or out with friends for an interesting evening. They want an experience, a hangout.
One more thing:
A pricing model I’ve never understood is that you can see this movie later FOR LESS. Doesn’t make sense to give the consumer an incentive to wait. Instead, opening weekend should be discounted — heavily — (this may be easier when digital projectors are more the norm and costs to operate the theater are lower, or at least can be spent in better areas than projection prints) — the idea is to get people talking early on — not only about the great movie they saw Friday night, but about the dinner they had before and the drinks they had after — all right there.
These ideas are synonymous with the overall experience that will lure me from my living room and to the theater.
Comment by Rhett -
Much of the popularity of reality TV, MySpace, YouTube, etc. is the potential fame that goes with being discovered. To the extent that you can capitalize on that you could bring some success back to the movie theater experience. At least for certain demographics. I think there are several ways you can do this.
First, you could incorporate user-generated content into one of your films. The idea of “helping” to create a movie (without having to do the whole thing) will likely hold a ton of appeal to people. By allowing people to create certain “unfinished” portions of a movie you can pique interest and spark demand. Obviously, it will involve some screening and anything that wins will need to be made more professional, but the marketing end of things could be cheap. How much of an impact you let these scenes have on your movie is up to you, but I would think that these would be more or less inconsequential to the story.
Second, you could turn it into a reality TV show. Have people work with an existing script and put their interpretation on it. Advertisers would essentially pay for the development and create buzz so when the final movie is released you already have a captive audience. You would just have to time the release and the show so it doesn’t get stale.
Finally, you could take a page from the children’s book industry and implement some sort of “Choose Your Own Adventure” aspect for the movies. You could create two endings of the same movie and adjust ticket prices so that people get to see both movies for $10 (or so) instead of $7 for each. Production costs would certainly be higher, but marketing buzz would also be high due to the unique nature of the film. Again, targeting the right demographic would be key. Once people saw both movies they could go online to vote for the best one, etc. You could release trailers that lead up to key decision points in the movie and build buzz around what will happen.
Perhaps the reality show mentioned above could release the final two contestants’ movies in theaters and have the winner decided by revenues over the first two weeks or so.
Food for thought…
Comment by Rob -
I would give each person who buys a movie theater ticket and watches the movie the option to buy the DVD of the movie for a special price right after they watch the movie. (Maybe only during opening weekend. And maybe only a special limited edition.)
It’s impulse shopping. I would have bought 3 to 5 copies of Akeelah and the Bee right after I saw it because I LOVED IT and I immediately thought of people who would also love to see the film, but who never go to movie theaters or who would might miss the theatrical run. Now, that the ‘impluse’ is gone, I’ll probably just buy one copy when it comes out on DVD.
I’ve already bought 2 copies of the soundtrack, and gifted one, because I could.
I’ve always been able to sell copies of my films to audience members right after the audience has seen the film. I also give out postcards with purchase info and a 1-800# and ask audience members to mail them to their friends. This brings in lots of sales. And the audience who loves the film makes the best sales force. But, I’m working on the festival circuit, not theatrical.
Comment by Yvonne Welbon -
Haven’t read all the comments so if what I say has been said, then ignore.
You were talking about having kids themed movie theaters where they could buy the movie and toys afterward, do a theater where when they pay $8 for a movie and if they like it and want to buy it then instead of buying the dvd for $20 (at bestbuy, circuit city, etc.) you give it to them for $12. Similar to being able to buy movies after you rent them from blockbuster.
Comment by Mark D. -
As I sat in the airport on my way to Las Vegas this weekend i thought about your question. Where are there a mass of people, the airports across the country. Millions of people spend hours at a time in the airport. So there is the answer to your question, electronic bill boards. Post electronic bill boards through the countries airports, malls, gorcery stores, hotels, fitness centers and public transportation stations. Anywhere there are a massive number of people. These bill boards can be program from a remote site to change the message or preview of the upcoming movie. With wireless technology this can be done. Another way to get reach millions is to have regular text or video messages sent to cell phone carriers/subscribers. I get text messages about my account etc. These are my suggestions, let’s make it happen! When do I start?
Comment by Alondra K. Poindexter -
There is no silver bullet. Period. Since the dawn of Nickelodeons distributors have been looking for the holy grail to film marketing. Unlike other industries where the products are static, the products in the film industry are dynamic and require a dynamic marketing approach. What is effective in marketing one film will not work for every film or even a slate of films. It’s short sighted to think that one great idea is going to fix the problem. You will end up spending less money on an idea that will work for a few films, but will later require more and more money until you are right back were you started.
What you need is one great marketing team. Marketing of the film needs to start with acquisition of the project. You start by only acquiring films that are going to get people in the seats. Then you build the marketing plan around the film. Assemble pieces and parts that will get the message out to the largest number of people for the smallest amount of money. For each film, you are using different and varying strategies that are geared toward maximizing the exposure of the individual film.
This view of marketing requires integration of the entire business model. This is about rethinking the entire matrix of theatrical film distribution. And it will require taking risks in all facets of the business. It will be a painful process for those people who believe that “this is the way we do because this is how we always did it”. This is a revolution in the process of theatrical film distribution and marketing that will not only lower the cost of marketing but help to revitalize the theatrical industry.
Comment by Rob Hogan -
My 2 Cents:
First, re-read Jayson Bales’ entry. Second, remember that each film has to be treated as its own business from the very beginning. If at all possible start the marketing machine before the film goes into production. How about arranging a webcam on set to feature clips from production for your fans to see then put it on youtube.com. Third, if you are producing films and then distributing them start saving money by adjusting your above-the-line budget. Get those costs DOWN. Actors are ripping us off. They are not selling tickets the way they used to. Granted you need some star power to put butts in seats BUT there is plenty of recognizable talent out there ready to be seen. Turn your head to the music industry, artists are no longer getting the deals they used to but there are plenty of artists who still want to make music and it sells.
If you’re acquiring independent films KNOW YOUR AUDIENCE and try not to pay too much for the film. Look at Sony Pictures Classics, they are famous for not paying a lot for films AND they have a reputation for having the best deals for filmmakers. Also, take a look at how Focus distributes their films and I mean the actual distribution not the marketing. Focus has the best guy in the industry, he knows when and how to release a film. Next, watch Picturehouse, they have the best name in marketing. He is a guru! Seriously.
Finally, don’t be afraid to take chances with a film that may be too challenging or controversial for an audience. Don’t dumb us down, we can handle it. Remember this too, you will make mistakes and you’re going to miss a money-making film or two but if you are doing this because you love film more than the money (because honestly, there is no quick buck to be made in this industry) you will hit some home runs.
Good luck!
Comment by D O'Malley -
8. Leverage back-catalog & re-release established movies. I’ve seen both Wizard of Oz and My Fair Lady as re-releases (along with the Star Wars trilogy re-relases). Go back through the catalog, and find films which haven’t been seen in 10-30 years but are still remembered. Great date movies, primal action flicks & SFX extravaganzas. Would you rather see Lady in the Water or Gone with the Wind?
Comment by Eric Ball -
Please note I am admiting up-front that I did not bother reading 99% of the comments, since by the time I got here, there was already over a thousand comments posted already. So, I beg your pardon if this has already been suggested.
Blogs are so common and widely read today. How about seeking out the high traffic blog sites and negotiate advertizement? Seek out those that gets massive traffic. Majority of the bloggers do not have advertizers that I am guessing you can probably negotiate an appealing flat fee that would be a fraction of a full-on advertizement campaign. You reach high numbers of people and depending on your research on the blogs you’re negotiating with, you could be targetting your demographic by being selective with the blogs you work with. This idea works well with what you’re already doing utilizing the Internet.
Comment by jt -
15 penis enlargement devices, 10 penis enlargement patches.
Comment by sizegenetics -
WE CAN FIX THE MOVIES
Why can I spend $15-30 on meal and feel it’s a good value?
Why can I spend $3 on a cup of coffee?
Why do I visit my local bookstore when I can buy online for cheaper?
Why will I spend $100/person for a day at the amusement park?
Good Service.
Good Products.
Good Atmosphere.
AND MOST IMPORTANTLY a Perception that I can’t equal these any place else.
What’s broken about the movies is that lack of perceived value.
$20 for a ticket, a cola, and a few handfuls of popcorn at a theater with poorly reproduced sound and picture quality. Hell, I can do better than that at home.
SO, HOW DO WE FIX IT?
We make it an experience you can’t get at home, one that seems such a good value that people want to do it again next week.
First, the prerequisites.
1. Realize that theater is a community experience, at least it should be, if we want auditoriums filled. The electricity of a packed house minutes before the trailers begin cannot be recreated at home. Neither can screams or laughter of a crowd. Embracing and respecting that community is the beginning to winning their love.
2. Provide a better presentation than can be found at home. Big screens, bright pictures, ample surround sound, and a comfortable environment are all required. But that’s not all…
3. We must also embrace Digital Projection and the amazing transformation it can bring to cinema. DLP is not only a way to produce superior presentations but it frees cinema from the constraints of film. Projectors can be used for live events, sports, independent features, local productions, short films, education, plays, teleconferencing, the list goes on…
4.THE THEATER MUST BECOME PART OF THE COMMUNITY.
Right now, most theaters provide nothing more than a first look at a film that will probably play better on my home theater 6 months from now. They need to become a place that embraces film lovers and provides them with a unique experience. Sneak previews, special one night shows, re-releases, these could all be incentives to start gaining trust and with digital projection they could all become feasable.
New hardware and software is making it possible for almost anyone to start producing content. To help foster development for new and local artists the local theater should provide a venue to show, share and learn. Not only will it bring in business, but it will nurture our future filmmakers. It will also be a scoutting place for new talent and possible further ditribution whether it be the internet or other digital theaters. Anyone can put their film on the web. The hurdle is getting people to see it. The local theater should become a trusted place and a place to socialize and information source of future movies. (Advertisements are fine, but not when they are pushed down peolple’s throats)
5. Find other sources of revenue instead of just tickets and concessions. Consumers are having a hard time justifying the prices. The idea is to provide a place that can be enjoyed as a night out (regardless how good the feature was). People should regret not going there on a Friday Night.
IF I COULD BUILD MY OWN THEATER
It starts with a state of the art multiplex, but expands to include other services that are also social gathering places. These other services include bars and restaurants that also have their own screens. These auxiliary screens will not show first run features but will instead cater to very specific niche audiences. The goal of each is provide a experience that cannot be found elsewhere. And the screens create an opportunity to experiment with new ideas, in case some parts of the plan works better than others
FOOD
A casual upper middle class (Cheesecake Factory like) restaurant designed to be the premiere place to dine before or after your showtime. Above the dining area would be a 360 screen showing silent clips of films that could spark movie conversations or air any special events.
A cheaper food court like restaurant could provide an alternative for quicker meals. Still the goal is quality and profit. Both place should make money, while providing service and goods that make people feel their money is well spent.
COFFEE and DESSERT
A separate shop will provide coffee, pastries, and other desserts. It will have a screen and stage area and provide a venue for short films, local filmmakers, and other artists. The goal is to provide a local forum for emerging talent to show their work and the preferred format will be short, so the socializing will be encouraged.
BAR
One area will be devoted to movies, similar to the coffee house but a little less intellectual. I see short format comedies, possibly more R rated stuff, and audience participation encouraged.
The other area will be a sports bar. Housing many smaller screens, but it’s primary screen will be the largest digital projection of the whatever the major sporting event of the day is.
NIGHTCLUB
Finally, the nightclub. Again surrounded with screens, this time providing a venue for talented DJ’s and VJ’s to remix music, movies, and other media while patrons groove on the dancefloor. This would also be an excellent venue for projected concert events. Allowing everyone to dance is a key missing ingredient from current concert films.
One final note, I think having screens everywhere will keep the entire multiplex flexible and fresh. New content equals new reason to stop in. Ideas that don’t work can easily be changed. With the support of people like Mr. Cuban we will be able to discover a new golden age of cinema.
Thank you this opportunity to provide input. I haven’t had a chance to read the other responses, but I’m very interested in everyone elses thoughts. Thanks for sharing. I went to print a hard copy of the comments until I saw it would be 500+ pages long. That tells me there is a passion for movies and with some ingenuity we can not only fix this business, but we can grow it into something bigger than it ever was before.
Comment by JohnR -
that is a new way to earn money!
Comment by wholesale art -
that is a new way to earn money!
Comment by wholesale art -
Mark,
Have you considered selling a “season ticket” package to the movies? This concept could be taken directly to companies and offered through the HR department as an employee benefit, much the way some cell phone providers and banks visit the workplace. You could sell directly to the employees on their breaks or at employee meetings. Once the interest is really hyped, you might even be able to sell companies on buying the season passes for their employees as a part of their full benefits package.
Thanks for helping make our Mavs great!
Chad
Comment by Chad Johnston -
Mark,
Have you considered selling a “season ticket” package to the movies? This concept could be taken directly to companies and offered through the HR department as an employee benefit, much the way some cell phone providers and banks visit the workplace. You could sell directly to the employees on their breaks or at employee meetings. Once the interest is really hyped, you might even be able to sell companies on buying the season passes for their employees as a part of their full benefits package.
Thanks for helping make our Mavs great!
Chad
Comment by Chad Johnston -
Loyalty program.
Sign up for an HDNet rewards card that gets swiped everytime you go to the theater for an HDNet movie. Reaching certain levels triggers discounts with partners, which could range from refreshment discounts to product discounts to VIP status at clubs.
Comment by JJ -
As I am sure you already know and have been told numerous times cost is a big issue. How do you make it affordable for a family of 4 to go to the movies. My wife and I have 2 daughters and plan to have a third child. We are locky in that we have family to leave the kids with for free if we decide to go to a movie. thank God for grandparents! It would be nice not to burden them with the kids, although I am sure they do not mind, and take them with us. We do not always want to see the G rated movie and they are not old enough to watch a movie alone with us in another theater. So, I suggest free child care. Section off a small area of the theater to leave the kids, between a certain age of course. Have a security feature in place so the correct people pick up their kids after their movie. Have fun things for the kids to do such as games, cartoons, ect. Start off with one kid per adult movie ticket purchase. sure ticket prices might have to increase say 50 cents per person to cover the cost. Then once the family has the kids there I am sure they will buy food, which will also increase revenue. Bennigan’s, at least the local one, has kids eat free on Tuesdays. You get one free child’s meal with the purchase of an adults. The best thing is they block off a section of the restaurant for the kids to play in with all kinds of games, coloring, and videos. We like so much we are going to have our daughter’s birthday there. It is a good idea and they get LOTS of business on Tuesday nights.
Comment by David P -
Mr. Cuban,
Utilize what you have to get results.
1. Have a link added on to all of your existing promotional ads and sites that allows consumers to register with your site to recieve free movie trailers, free ringtones of the soundtrack and discounts directly to their cell phone or pda.
Benefits – Consumers automatically receives updates,trailers, they will sign on for the free ringtones (you can use the publicity of ringtone to bargin with the music artist), and discount tickets.
2. You will be able to use the list created in step one for all your future movies without any additional cost.
3. When consumers access movie fone or any search engine the will automatically be directed to your movie site so the adding the link will be of minimal expense.
Comment by Tina Harrison -
Please note I am admiting up-front that I did not bother reading 99% of the comments, since by the time I got here, there was already 995 comments posted already. So, I beg your pardon if this has already been suggested.
Blogs are so common and widely read today. How about seeking out the high traffic blog sites and negotiate advertizement? Seek out those that gets massive traffic. Majority of the bloggers do not have advertizers that I am guessing you can probably negotiate an appealing flat fee that would be a fraction of a full-on advertizement campaign. You reach high numbers of people and depending on your research on the blogs you’re negotiating with, you could be targetting your demographic by being selective with the blogs you work with. This idea works well with what you’re already doing utilizing the Internet.
Comment by jt -
I have a job. It’s simple to get someone like myself to return who hasn’t been in a movie theater in a year. STOP SHOWING COMMERCIALS BEFORE THE PICTURE BEGINS! I wait for the DVD release because I refuse to sit and watch an ad. I paid to have a movie experience and not sit through commercials. If a theatre wants to show advertisements to me, then there should be no fee at the door.
Comment by earwitness -
Mark,
I’m a huge Mavs fan and live in uptown near the AAC. I have been doing business in Dallas since I graduated from Texas State in 1999. I was responsible for financing 40% of the condos at The Terrace near The W. I have decided to take an entrepreneurial risk and go to work for myself. My company, PartyHD.com, is going to promote parties, film weddings and events in HD. I have an extensive network of clients financed and friends from all over the country. I would love an opportunity to discuss your movie challenge position. Thank you for your time and attention.
Best regards,
Ben Neupert
PartyHD.com
ben@partyhd.com
Comment by Ben Neupert -
What an interesting challenge. I started putting my thoughts out on paper, but it got way too long for a comment here. It’s a list of challenges as I understand them, and nine or so recommendations for overcoming them. If you find a moment, I hope you will read my blog entry called “For Mark Cuban. How to get more people to the movies.” Posted on my blog. If I understand the way this comment system works, you should be able to click my name to read the blog entry.
Thanks!
Comment by Mike DelGaudio -
Bounce-backs are always good incentives. Maybe this could work on a national level. If someone brings in their ticket stub for said movie, they get a discount at another business. The businesses usually end up getting poeple they wouldn’t otherwise and in turn cross promote the movie. It’s an incentive the movie does’t have to take a cut for.
Comment by Hans -
A couple of suggestions:
1) Most people complain that they can buy the DVD for the cost of going to the actual theatre with their spouse — so why not provide some kind of incentive for going to the theatre that actually applies towards purchase of a DVD? For example, place serial numbers on all ticket stubs and with that, a patron who really likes a movie can get a $n credit ($5?) towards buying the DVD when it comes out?
2) I for one hate going to a popular movie on a weekend evening only to find the only available seats are the first row or off to the side. Stadium style seating takes care of that somewhat, but there are still some rather undesirable seats not to mention it might be difficult to find a place where you can sit together with your friend(s). Like airplane tickets that are bought online, it should be the case that one can reserve seats ahead of time perhaps for a nominal fee? I for one would not mind spending a couple of extra bucks in order to make sure that my date and I get good seats! This might be difficult to enforce across an entire theatre, so maybe there are some reserved, premium sections? Kind of like the balconies at operas or business class on airplaines. First in first out (FIFO) seating is for economy style experiences like Southwest Airlines. I’m not saying do away with it entirely, but there should be room for differentiation if desired.
Comment by Jimmy Hong -
Increase the time between movie release and movie going to video to one year at the least.
By making movies that drop in theaters and Blockbusters on the same day you’ve taken the “special” out of going to the theatre. There’s nothing special anymore. Premiers are special that’s about it.
2. Digital theater projection would be nice as well. Since my 55 inch SED (2008) Blue Ray movie will look great. A ratty 3 week old movie print isn’t going to cut it. The experience has to be better.
Once people taste quality they start demanding it.
But really all it takes is cutting back the release dates a year. Scarcity creates desire. Desire creates demand.
Good luck
Comment by MCLOKI -
I’ve been out of the movie going group for maybe 20 years, possibly more. Let me list the reasons I’ve not gone, and later talk about what it would take to get me back.
I won’t say most movies are bad, just that they don’t appeal because of *excessive violence*. Hollywood is using ‘action’ (read violence) as a substitute for a real plot and good dialog.
I suspect but cannot prove that the screen violence provides both a bad example and reduces aversion to violence in kids, though it is only one factor.
But worse than that, it makes most of the plots seem the same. This is the most critical item on this subject. If the viewers can’t tell the plots apart, why would they come back?
Plots apart, there are all too many movies that count on horror or fear to attract an audience. Dumb. I see enough of that in real life – I don’t consider it entertainment but torture.
Another problem in the movies is the use of very expensive ‘name’ actors in almost every major movie, as a supposed draw. Two pproblems – it drives up costs and overexposes the actors to the point where you don’t want to see the same faces again, different role or not.
Finally on movie problems, there are simply too many ‘me too’ movies, poor takes on what might have been a good idea, once. Boring.
Now let’s move on to a list of theater problems:
1. Outrageous snack prices.
2. Excessive sound volume in the movie.
3. Forced viewing of advertisements *after* you paid how much?!
4. Short shows, typical 90 minutes rather than 120 or more. It’s difficult to do a good movie that short.
5. Talking loudly and on cell phones during a movie. Not to mention stranger things happening.
Finally, let’s talk about the few remaining positives:
In the last two years, I have seen two films – “Serenity” and “What the Bleep.” I would have seen “An Inconvenient Truth,” but I have been researching Global Warming for 18 months and already knew how it came out. :-}
Note that neither of these was a major film with the usual actors. They were original and surprising. I both enjoyed and learned from the movies. And I won’t be going for anything less.
How to fix the problems?
1. Use better source. There are many good writers out there and good books, but the producers need to take off their blinders, erase their preconceptions about what sells, and (gasp) take a little content risk.
2. Also, don’t rewrite a successful book story unless you are a writer of comparable talent. Ultimately, it is the **story** that is important – the actors portray it and the producers focus it, but producers are not writers and should be very careful about redesigning the story line.
3. Get away from using violence, especially the grossly overdone car chases, gun fights, phoney falls, building explosions *unless* they are *essential* to the story. Damn few are.
4. More realism. Most of the actors are not representative of the public, both in race and form. They are too good looking, and though subtle, that detracts from the realism. Movies should strive to look ‘real’, even if enhanced.
I’m not sure anyone will read this far. I could go on, but my fingers are getting tired. :-}
However, there are more issues to explore and change for a much improved experience, and much improved attendence.
BillN
Comment by Bill Nicholls -
This may seem counter-intuitive, but my answer is show fewer movies…now bear with me. With digital projectors in a huge number of theaters now and more on the way, start using them to show other things than movies.
Show big season openers and cliffhangers for shows with huge followings like Lost and event shows like American Idle. Show the Superbowl with appropriate food and flare. Make the events that are sucking people away from the theaters the very thing that brings in more business. During the middle of the day when you have maybe a dozen people in each theater at a 14 screen multiplex, just cut down which movies are playing to the more popular ones and add things like spongbob, or even one of my personal favorites a theater set up to split the screen into a dozen views and play multiplayer Doom.
To make theatres and thus movies more profitable, first get more people to the theater, that will get you second less stress on ever growing ticket price, which will third make people more interested in going where they go many days in the week, the good old fasioned movies.
Comment by Mick Darling -
One big frustration I have with movie releases are the ads. They start way too early (months before the release date). I can see an ad once and be excited about the movie, but after a month of saturation my desire to see the movie has already waned, all before the release.
I see a movie nearly every weekend and during the week I’m planning what movie to see that Saturday, not several weeks in the future. I need to know what’s out now, not what will be out at Thanksgiving.
Plus, the ads often give away (or seem to give away) enough of the plot that I don’t feel like I need to see the movie. Ads should tell you the genre, cast, crew, and basic plot of the movie. I don’t want to see every funny scene in the movie in the ad. I don’t want the end given away in the ad.
Another frustration is release window. Some movies are gone before I have a chance to see them. I’d prefer that movies stay in the theatres longer. I’ve enjoyed many movies which were well into their second or third month of release. And, I’ve missed many movies that were showing for only a few weeks. Maybe with digital distribution you can create more interesting release schedules. For example, one screen could show a rotating selection of two or three related movies.
Finally, when I lived in Boston I went to a rivival theatre all the time (The Brattle). I think it would be interesting if normal theatres carried some revival movies. I’m probably going to go see Blade Runner when it is re-released next year. I saw all the Star Wars in the theatre for the special editions. I would love to see some of the big hits from the past on the big screen. Why not pair Superman with Superman Returns as a double feature? Or, even a recent release like Saw with the new movie Descent. Schizopolis with Bubble!
Comment by Fletcher Sandbeck -
1. I still think the marketing costs are out of control because you are blasting advertising to everyone rather than just the people who would like that film. Know your demographics better and advertise in a more targeted approach to them. Big spend branding adveritisng for a nitche movie is a complete waste of money. Its not about more marketing its about smart marketing.
2. And unfortunatley its about time. It takes time for word of mouth to travel. In fact that time after a movie is out of theaters and not yet available on DVD is probably a crucial time, because some less connected people are just hearing about it then, and they look it up on the internet only to find that it’s gone and the dvd won’t be out for 6-12 months. So they’re immediatley lost. (at least get their email so you can ping them when it is available)Finding a way to bridge that gap and do the theater & dvd push all in one push rather than twice (once for the theaters and once for the dvd sales) would cut on marketing costs and keep the buzz going longer. Would they release dvds when movies are in theaters? Or soon after they’re out? I think some experimenting here would be interesting.
Comment by theprotagonist -
Sell liquor/beer/wine, improve the food (move to decent sandwiches, garlic fries- food found at a decent ball park), increase entertainment options (expand arcades, have a bar, maybe live music), and restrict the hours that under 18 year olds can be in the movie theater (curfew them at 10:30 p.m.), and add a smoking area. Oh and add valet parking.
Comment by KGC -
Movies can be a difficult “product” to market. It all depends on the movie.
As it is, people determine very quickly if they want to spend the money to see a movie in the theaters, based on the trailer or the premise. Studios spend so much to just give a film visibility, though even they can’t keep people from waiting it out for the DVD release.
Every studio wants films to generate as much attention as “Blair Witch Project”, “Big Fat Greek Wedding” and “Passion of Christ”. But these kinds of occurrences are way too rare to count on.
Movies like “Spiderman 3” will be easier to market because the audience for it enjoyed the previous 2.
2929 Entertainment doesn’t make movies like Spiderman 3, at least not yet. From a look at the website, it looks like 2929 has a lot of niche films.
Marketing niche films have always been hard. Every indie film out there is trying to do it, and some find an audience, though most just disappear.
One of the problems with marketing niche films, is that it may be hard for even the marketing people to be into the film enough know how to market it.
So it’s important to have a marketing team with diverse interests, so there can be different ideas presented when it comes time to market a hard to categorize film.
I think it also helps to have input from the filmmakers. Their unique insight of their works is always beneficial from a marketing aspect.
There are tons of suggestions on how to entice people to get into theaters to see movies and most of them are great. But unless all of 2929 Entertainment’s films are only playing in Landmark Theaters, I think it will be hard to get all the other theaters to cooperate with these incentives.
So in order to get 5 million people to show up consistently, 2929 Entertainment has to emerge as a brand that is known for a certain quality of film.
This is what Pixar has done. Before Pixar, any animated film, was thought to be a Disney film, just because of the perception that only Disney made animated films. Even though Pixar got help from Disney, they proved they can create a better film than Disney, and the rest is history.
There is a built in audience for a Pixar film. I believe even if they kept their marketing to a minimum, there would be people who go out of their way to find out when the next Pixar film will be released and let other people know.
In the same way, 2929 Entertainment needs to become a brand that appeals to a certain audience. This audience will the fan base that will help get the word out. The more passionate the fan base, the farther the word travels I believe.
Brand loyalty is probably the only way to get 5 million people to show up to see a film, without spending $50 million in marketing.
Comment by Thomas Mathai -
Do first runs for internet writers that have a popular blog/column (e.g., Bill Simmons on ESPN). Let them review your movies to their wide audience. The cost is not free as they can kill your movie with their audience when they don’t like it. On the other hand, have you seen how many people show up for a Bill Simmons chat?
Comment by George Hykal -
The reason people are not going to movies any more is because of several things.
1) Paying 10 dollars a person to see a movie that might suck is not worth it. Also, having to sit through 20 minutes of previews and commercials is getting a bit ridiculous. If they are advertising that much before a movie starts, then ticket prices should be reduced.
2) Hollywood is producing stale content (we don’t need more remakes of older movies. No matter who you get to play in the new movie)
3) Sequels of some movies are great but it seems that every movie that makes a big profit gets a sequel. Do we really need that many sequels that are bound to be plotless copies of the original.
Instead of trying to get more people into the theaters, just get into their homes. High definition movies on demand that show the same movies that are at theaters. Or release the dvds at the same time as movie launch. You tried this with Bubble, but try it with a more mainstream movie. See how that works. I would be willing to pay to watch a new movie from the comfort of my home.
If you can just remember these 2 points:
1) Quality of the Content
2) Price
Comment by Colin C. -
Yes, make better movies. Make lots of them for cheaper. Make them about people not things. Let people who’ve experienced life–not 18-25 year olds right out of college or some beneficiary of nepotism–write them.
AND, offer a full ticket REFUND for ANYONE who doesn’t like the product.
Consumers are able to return almost any product they buy at other retailors, but not at movie theaters.
If movie producers stood by their products–like Lee Iacocca once did–then, more people might be willing to go to the theater!
Comment by Russ Barnes -
here’s an off-the-wall movie theater experiment i’ve been thinking about.
design a destination where in addition to traditional theaters with huge screens and huge audiences you also create a number of smaller, more intimate spaces that small groups of 6-20 or so could “rent” to watch a movie.
These aren’t those tiny crappy rooms you get when you go to watch that random indie film and they shove it into the tiny room with crappy sound and video with weird seats.
These screening rooms should be comfortable, classy and funky–tables to put your drinks and food on, couches, love seats or just something that doesn’t look like a movie theater for seating. Basically make this like a super home theater where people will feel comfortable hanging out and being social.
Why do this when a lot more people have nice home theaters? First, the number of people with truly nice home theaters is still pretty small. Second, these are NEW movies that aren’t available yet to bring home. Forget simultaneous DVD releases, give people the convenience and enjoyment of the home theater while still getting them out to pay for the movies! Third, these micro-theaters can still have a much bigger screen (at least 2x-3x your biggest 60″ plasma or whatever), better sound, etc. than a home theater. Also, people don’t have to clean up afterwards or worry about the distractions of home. But it retains the more intimate setting of a home theater and gets rid of the annoyances of strangers, like their damn cell phones.
People should be able to buy nice/gourmet food from a restaurant to bring into their theater room. Beer/wine (and maybe cocktails as well) should also be sold and allowed into the theater. People should also be allowed to bring their own food in. Sure theaters make tons of $ on vending but people will be happier that they have the freedom to bring food and don’t have to hide it, and a good number will choose to pay for the nice food at the place anyway, just like tons of people download songs or video through p2p but still buy CDs, iTunes songs etc. Plus you’ll be making good margins on the beer/wine, which won’t be allowed in, or requires a “corkage” like in any restaurant.
More ideas–give users control. Rent the spaces out for ~3 hours for a 2 hour movie. let people come early to eat and hang out. let them control the lighting, climate etc. don’t show commercials. or maybe give people the choice of watching some pre-movie shorts (tv shows, previews, games, or something, which could also include commercials). But give them a remote control and let them make their own decisions–this is basically an on demand service that people can play with if they want. Don’t make the movie officially start at one time–allow people to start it when they are ready. You could even allow people to pause the movie for food and bathroom breaks. everyone will know each other, so it’s not a big deal. You could even let people bring their own DVDs or sell DVDs at the theater and just rent the space out for a slight discount.
anyway, these are just some brief thoughts. whether it’s economically feasible or desirable, i’m not sure. The idea though is to retain the experience of going out, experiencing the film on a big (enough) screen with great sound etc., but adapting to the feeling that people want control over their experiences, they want to avoid the annoyances of other people and they are willing to pay for quality if the experience is worthwhile enough. the idea is to narrowcast and target intelligent consumers that have or aspire to a certain lifestyle.
this may not be a solution for the industry as a whole, but it could allow theaters to capture a higher-end demographic that has started to disappear. People might pay more for a more personalized, controllable experience.
Mark, hope you read this far. I’ve got a lot of respect for what you are doing in the media world.
Comment by eric -
Most movies target a spicific audience, but spends way too much money mass marketing. Example: “The Devil Wears Prada” would have been very easily marketed at a girls night out party – “bring 5 friends and you get in free” – “Dress in Prada & buy one ticket & get one ticket free”. Market this months out on shopping bags in both high end and low end retailers. Tie in with a restaurant chain and offer 50% off meals with a ticket stubb & do table tents a month out. Offer free tickets or a premeir to the staff at the restaurant to make sure the word of mouth kicks in.
A sports related movie should plaster posters over all the stadiums & do contest to win tickets at the games. Show trailers on the screens
As a mother of two – I would create two versions of some movies and sell them both of DVD. There are many movies I would like my kids to see with a few changes – even PG13 can
be pretty bad for kids – but the movie itself is good!
As a past marketing consultant for radio – I know they will do a great job to promote movies, espically if they are given a great idea tie-in & prize to offer one of “their own clients”. A National movie is a hot ticket for local retailers with lot’s of customers.
Movies need to be made to meet the needs of people with lot’s of expendable cash & the time to go : grandparents & aging baby boomers. 60% of all weath comes from people over the age of 60. They will go, I’ve seen it!
Comment by Kim Stiles -
1) Let us use technology to our advantage! Create micro-theaters that seat anywhere from 4 to 100 people. Additionally charge for the room with custom show times and shows. Prices can vary according to supply and demand. Screens can vary from 8′ to 30′ across.
2) In the HUGE theaters, drop prices; the first third of the tickets are $5 each and the second third are $8 each. Keep the last third for walk ins only at $9 each. Like an airplane, an empty theater is a waste of resources, so keeping them full is to your advantage.
3) Allow for subscriptions. For $20 a month let me see as many movies as I want. For $30 a month let me in FIRST or give me a reserved section. For $40 a month let me bring a guest.
4) Allow for batch purchases. For $25 up front let me in to any four movies, any time I want.
5) Create a family/group discount program; for a $15 ticket let me bring 4 people in. For $25 let me bring in six people.
Comment by Louis Wang -
Maybe one way to look at it is, instead of looking to reduce the number of dollars spent per person marketing your movie, try to make those dollars go farther. Instead of having a separate marketing campaign for the DVD and the movie, just have one, and release the DVD and the movie simultaneously. I’m not really that familiar with the financials of DVD sales, but at least the theaters don’t get have the sales, as they do with theater tickets. (Perhaps resellers, such as Walmart keep some of that cash, but you can also attempt to increase direct sales by encouraging consumers to pre-order the DVDs in your trailer. Promise opening day delivery of the DVD to their home.)
I don’t think this is a completely new idea. But I’m not sure why it hasn’t been done yet (except with that one Soderbergh movie.)
Good luck!
Comment by Ameer Youssef -
Good stuff here. Most of it completely subjective and almost impossible to implement in a cost efeective way…but still food for thought!
You can translate many of the techniques you use for the Mavs live game experience to your theatres. Order ahead tickets. Ability to pick seats. Order ahead food. Private boxes. This next one I can’t beleive hasn’t been done yet. Have aisle vendors BEFORE the movie for soda/candy/popcorn.
Keep commercials before the lights dim. Trailers only after.
I can see where your frustration comes from. You are trying to quantify a subjective experience. This is why you hit the wall. It’s impossible. That’s why all “the make better movies” line is stupid. I love Seinfeld. My mother hates it. It just so happens that I am in the majority and my mom is in the minority, nothing more. Money can be made from both Seinfeld lovers AND haters.
No big ideas here. You just need to simplify. Identify a demographic that attends movies (or doesn’t attend movies) and exploit them. The problem is that one movie theater can’t be all things to all demographics. Movie plexes don’t work. It just dilutes to the middle which no one likes.
Clean Theater
Simplify concensions. What sells keep. Don’t offer more. If you have the BEST popcorn, people will come for that.
Offer Coke AND Pepsi.
HAVE to figure out a way to seperate Teens from Adults from Families. Each group annoys the other.
The above will solve the talking/cell phone problems.
Teens want to group and socialize.
Adults want quiet to date and watch and appreciate a movie in peace.
Familys want an affordable easy experience (with booster chairs!)
As it stands now Teens dominate and Adults/Familys stay away. You know why. They can stay home and watch 50″ HDTV with a recliner, good popcorn and own bathroom. You cant’ fight that very well. You have to turn that to your advantage. I have a baby. My friend has 4 kids. These people will almost NEVER go to the theater. However, we want to see the movies too. Offer PPV, DVD, and ipod the same day. Trust me. it is about choice for the customer, not how you want us to experience the movie (sorry directors!)
Last, if you can’t split out the 3 groups. Please offer head phone jacks and or wireless/bluetooth headphones so I can block out the jackasses around me!
Thats all I got in 5 minutes. Good Luck!
Comment by me -
M. Night Shyamalan recently said something to the affect of “if they don’t release movies in theaters anymore, he’ll quit… and his movie will be the last shown in the theater.” Or something very close to that.
There’s something about the theater experience that makes the movie better. Come on. What’s better? Going to see the Rolling Stones, sitting front row? OR Listening to a live Rolling Stones CD really loud at home? The answer’s obvious. It’s the same with films. It’s just better in the theater.
So, I offer a couple of opinions on the matter. First, start releasing cutting edge material with a strong voice that breaks tradition and reinvents the medium. Release great films, and people will go to the theater. I can name about 50 movies that had a budget of under $1 million dollars, that made tons of money in the theater, and were actually really good films. A couple examples are EASY RIDER, CLERKS, THE BLAIR WITCH PROJECT…
Second, STOP WORRYING SO MUCH ABOUT IT!!! Everything comes back around. People aren’t going to the theaters as much as they were ten years ago, or twenty years ago, but they will come back… hopefully. The problem is you are competing with another type of movie that doesn’t cost anything to make, is very entertaining, and leaves you with a present at the end. Yes, you guessed it. PORNOS. If these degenerates would get off their lazy, fat asses for anything except to get food or clean-up their gooey mess, then they would probably seek another type of enjoyment and pleasure… the SILVER screen (not the BLUE).
There’s a documentary on HBO right now called BOFFO, about Hollywood blockbusters and bombs. The common denominator to all the movies they speak of is THEY DON’T KNOW ANYTHING about what will be a hit. Although there are great films that don’t have a theater audience (THE SHAWSHANK REDEMPTION, SWINGERS), most good films make their money back in the theater… and then some.
SO
1. Make good films.
2. Have patience – people will come… back to the theater.
3. Have confidence in your product.
4. Sign smaller deals (not 8 pictures with Soderbergh – maybe three or four)
5. Make great films.
And thank you.
Comment by Brian -
Mark,
If Pearl Jam was coming to Dallas for a set of concerts, but played three times a day for a month straight, and the same set list every time…..would you get excited about going?
Change the way a movie is released to the public, create demand for tickets, and give the audience an experience that they could never receive at home or in the theater. Some more specifics include:
1. Create a traveling ‘concert’ tour to show the movie. Build/buy the biggest digital screen in the world. Bring along a sound system that will blow people away (Sony/Samsung sponsors?). Perform limited engagements in cities (6 nights in LA, 3 nights in Dallas) to create ticket demand.
2. Show the movie in unique spaces, from State/Palace theater venues, to outdoor ampitheaters and stadiums/arenas.
3. Have a different product than the ‘theater’ version, show the director cut, or extended version, or alternate ending…a version that will only be shown on this tour.
4. Make it a unique event, not just a movie:
– On one night, have the director do a live Q&A with the audience
– Have the actors show up for an autograph session or live Q&A
– Chris Rock is in the movie? Have him do a live standup as an opening act
– Pearl Jam is on the soundtrack? Have them do a an opening act.
I think you get the idea. By presenting the movie on a technology platform (sound and sight) that is unmatched, showing a unique product, and creating a concert tour-type event, I believe you can change the way movies are released and the press and marketing will naturally follow.
Comment by Matt Chapman -
Movie Marketing: Distribution (POST #850)
What I want to make clear, that didn’t come across so well in post 850 is that the marketing costs are virtually eliminated by competeing distributors.
For example: If you say I-Tunes, cnn.com and myspace.com are all distributors for a movie, they will be competeting against each other and marketing the movie, taking a huge portion of marketing costs away from the movie production company.
The idea relies on capitalism, which seems to work, most of the time.
Comment by Brent -
I did not read through all of the 800-odd comments (and I offer both kudos and patience), but we at Press-On Pictures are creating a small NYC-based film company. And in simplest terms, we plan on replicating, on purpose, the whole “Snakes on a (m.f.) Plane” writing-development-marketing phenomenon – for socially conscious docs, and nonfiction and original features. That is not meant to detract in any way from the abundance of superb ideas offered herein by Mr. Cuban’s readers. Cheers.
Comment by holly hodder -
Mark,
Revamp the product being offered–to a certain extent. Let the movie audience interact with the movie and determine how their movie ends.
Remember choose-your-own-adventure books? Why can’t movies be offered in that style? Every genre has pivotal points of the movie where the main characters make a decision: sometimes predictable while other times unexpected. My vision: Upon reaching one of those critical points in the movie, pause and let the audience select one of two (or a few choices) for what action the character should take. A short preview of each choice is showed, followed by, “What should happen next? Choose choice A or B and help decide.” Audience majority decides how the movie progresses.
With three two-choice branching audience decisions, there are alrady eight different possible endings for the movie–also a great way to create value in repeat-viewing.
Granted this would increase the time and costs of production, but it would provide a fresh take on a declining business.
Matt
Comment by Matt J -
What’s one needs is this: “Mr. Movie-Fan” must spread the word to his less-frequently movie-going pals. Importantly, while these pals look to him for recommendations, that is not the basis for their relationship. In real life and on forums or blogs, one finds people who’s primary social-circle has nothing to do with movies; instead, it is children-based, Christian-based, politics-based, music/hobby based. Within each of these non-movie groups, there are some “movie-fans”, telling others about the movies they should and should not see. The same thing happens in the flesh-and-blood world, e.g. with “water cooler talk”.
“Mr. Movie-Fan” already knows the names and gist of new releases. Buzz and good reviews at movie-related sites are the bedrock on which he builds his opinion. That addresses the question of getting Mr. Movie-Fan to see your movie. The questions are: how to entice him even more? how to get him to tell his less-frequently movie-going friends about the good ones. The steps to take are:
1.Identify the real movie-fans; particularly, the ones who spread movie-WOM
2. Provide incentives to these regular goers to spread WOM. Free and discounted tickets for the next movie if they post a review (even if they post a negative review), discounted tickets that they can give to their pals, the normal internet-affiliate links if they have their own blogs, and so on
In essence, cultivate a culture of “micro movie-critics”. Of course, the above two things are easier said than done. OTOH it’s not rocket-science, but would take detailed leg-work.
Comment by Software Nerd -
Movie Markteting: Outdated Distribution
In this day and age, the grail that is the “movie theatre” and more specifically distribution methods are outdated.
I dabble in music promotion and like the movie business, it is searching for ways to meet changing consumers and technology. However it is actually adapting and trying new ideas, whereas movies are using the same old method of heavy PR/advertising with a “grand movie theatre” release.
With that being said, the marketing of movies will change only when ideas for distribution change. Imagine being able to download new releases on myspace, your i-pod and your DirectTV.
Movie CEOS may argue that people will just invite a whole crowd of people into their home to watch a movie (the same argument music CEOs said about the idea of CD burning, MP3 exchange ect). For whatever reason, that doesn’t happen on as large of a scale as predicted.
A new idea springing up in music is the idea of common people being able to sell music with their own on-line stores (Burn Lounge, SNOCAP). This allows any individual to sell music on their myspace, personnal website ect. while recieving a portion of the sale.
This can work in movies and cut marketing costs dramatically, as people, while in their own self-serving interests of making a buck, are promoting the movie using various methods.
So for example, here’s a situation:
A new movie is being released. The distributor of that movie can allow a certain number of people to become “liscensed distributors.” There are various methods you can use to choose who should be a distributor. Perhaps they have to “bid” on an upcoming release or there can be a set price (e.g. $150 will let you sell this movie on your online store.)
Either way there has to be a limit on liscensed distributors. Eventually, companies will spring up who start bidding to become distributors, competing against each other, while in turn, putting more $$ in the pockets of the movie people.
Those liscensed distributors then will sell the movie at a predetermined price (say $8 per download with $1-2 going to the distributor).
Movie companies will generate revenue through people buying distribution rights, those with distribution rights selling their movie, and of course people will still flock to theatres.
There could be a plethora of partnerships with this idea (e.g. I-Tunes has exclusive rights to a movie). They will promote the hell out of it trying to make money as a “liscensed distributor). With the sheer # of people just going to I-Tunes, the movie will reach millions of viewers per day.
In conclusion, if distribution changes, marketing changes. If it stays the same, it’ll stay the same. New ideas breed new ideas.
Thanks.
Comment by Brent -
Hi Mark –
The fact is, I haven’t been to a movie in a movie theater in more than three years. I’m 34 years old, I love movies, I love HD, I’m into the SOUND and the PICTURE and the STORY.
But I may never go to a theater again.
I don’t like the person near me talking, I don’t like them crunching their popcorn and rattling their Twizzler bag ever five seconds, and I don’t like missing something when I run for a refill or for the bathroom.
What would it take to get me back to the theater? It certainly isn’t about the price. Let me go to the movies for $3 and I wouldn’t go. I’ve gone to a half price theater about once in my life. It isn’t about the picture or the sound… I love real movie theather picturs and sound as they are today. I prefer it over my home, of course, despite the 62″ HDTV and surround sound I have set up. It is about the quality of the experience (see talking guy eating a barrel of popcorn referenced above) and the feeling of getting something of value for the TIME I’ve invested in getting to the theater and sitting there in the dark.
To get me back to the theater (I’d have to think that at my early-to-mid-30s, I’m near your target market), I want you to give me a reason to get up and out. Give me a way to separate myself from my fellow patrons through some sort of barrier or something that blocks out their noise and need to comment as if they were sitting on the couch with their mother watching a soap opera. Headphones? Legalized puching and kicking? I”m not sure how you do it but it’s the #1 reason that I don’t go to the movies.
Secondly, look at the airlines, credit cards, lunch-time punch cards.. people love to be rewarded for loyalty. Frequent flier miles.. People will travel out of their way to stay on their home airline. They’ll walk and extra three blocks to get their free Subway footlong. This idea goes directly to the feeling of value for my time spent. Give me a swipe card that’s like my frequent flier card. Give me points for every movie I attend at your theater. When I get enough points, I can redeem it for free drinks, popcorn, tickets, or if I bank more points, even better/larger prizes. Hell, it could be for movie posters, t-shirts, hats, etc… all of which cost theaters and movie companies very little but have a big return to the feeling of loyalty. Don’t give the stuff away for free -trade it for the points so they’ve EARNED it. And then everyone wins, especially with the swag. Movie companies get free promotions from people who WANT to wear the swag because they EARNED it.
Just my two cents… My best of luck to you in your endeavours.
Matt
Comment by Matt -
Hello Mark,
Are there differences between the movie theater and Netflix (or TiVo)? (rhetorical question)
Should there be differences? No. That’s where you begin. (Potentially including a subscription system).
Another is the buzz/preview/feedback/petition system popularized recently with Snakes on a Plane. Community, communication, innovation, collaboration and input can be powerful marketing tools. This is not the same thing as social networking.
Thanks,
Fletch
Comment by Fletch -
Mr. Cuban,
I am an currently an intern at HDNet Films and a film student at Emerson College in Boston, Mass. I have for a long time now been interested in the debate as to the future of the medium in which I have decided to invest 140-150 thousand dollars worth of debt towards… I am very passionate for the medium of filmmaking, and the reason I chose to be an intern at HDNet Films is because I wanted to be a participant in that debate and that I feel the medium is about to enter a radical state of change.
First, the concept of going to a theater to see the ‘moving picture show’ is a relic of the first days when cinema departed from vaudeville. This is not to say that I do not enjoy and cherish the experience that one can only get in a darkened theater, but I’m not sure in this new age of digital filmmaking, where anyone with a camera and a computer can for better or worse shoot, edit, and distribute their films themselves, whether movie theaters truly reflect the most appropriate form of exhibition anymore. Filmmaking has become or is becoming smaller, more personal. When I saw Bubble it was hard to miss the artistic ideas and the cinematic potential being displayed both in its form and in its content. Anyone can make a “Bubble” and anyone who wants to should. For me, that’s what the movie was about.
Movie making is becoming more and more like what novel writing became 100-150 years ago, when the voices being heard diversified and fell more so into the hands of the populous. The literature world flourished with ideas from talented writers from every pocket of the world. For evidence of this trend in cinema, one only has to look at how well independent cinema played this year at the Oscars.
Of course, there is a problem with this trend. When you step into a Barnes n’ Noble you’re surrounded by a million books that be may be great, may even be brilliant, but in all likelyhood could potentially be terrible. It’s overwhelming.
And, to renforce the problem, Hollywood, the one consolidated, age old source of cinema in America, has become so top heavy and disconnected that the films they make cannot be trusted, especially at $10 dollars a head. It makes perfect sense that a family of four would hold out on the wallet breaking trip to the theater to wait until a movie comes out on DVD to see it. The risk of not being satisfied is not worth the cost.
This trend, being instigated by financial circumstances works in the favor of independant cinema. If the main venue for film goes from being a multiplex to being a video store, or an OnDemand cable service, or even the internet, then the playing cards change. Now independance cinema can compete, and work produced outside of the detatched studio system can now take center stage.
I don’t think it is honest to say that now, since the spark behind these trends has been lit, whether it will ever be reversed. Now that these new venues are here, they’re not going away. The culture of cinema is changing; culture in general is changing. If the companies that have been with us since the beginning want to be a player years down the road, they must either adapt or get out of the way, because other companies like what HDNet Films could potentially be (so much potential!!) will continue to grow and steal the spotlight.
It is delusional to think that there is some solution out there that will make everyone who loves movies (and people still absolutely love movies, it is our generations text, we know it, read it, and love it better than anything) go back to making and watching movies the way they did before camcorders, before affordable editing software, before DVDs, before the internet, before BitTorrent, before YouTube, before iPods, and before laptops.
Filmmaking as a medium is changing. If theater chains want to stay in business (which all businesses do), they must change with it. They must act as a participant in the debate, they must act as propogators of new ideas, concepts, and artist. They simply will not survive if they remain attatched to the idea that things will go back to the way they used to be.
I love going to the theater to see movies. I will never stop going to the movies. But, it must be understood that theaters are not the only venue anymore… Lets explore what that means for moviemaking and not purely reject it!
-Drew Mintz
A lowly, unpaid intern at HDNet Films
Comment by Drew Mintz -
Mark –
What a great challenge. To answer your question directly – you take advantage of the buyer’s price sensitivities to maximize revenue through variable/dynamic ticket pricing based on ticket demand. By charging uniform price for all movies you create long lines for very popular movies and empty theaters for unknown movies – an imbalance of supply and demand. You need to lower prices for the unknown movies and inch up prices for the better know ones. I’ve completed this kind of demand based pricing analysis (and implementation) to grow both ticket volume and revenue for live entertainment events. If this approach can maximize revenue for classical music then it can also maximize revenue for filmed entertainment. Here is how it would work:
Film Profile:
– Low profile film: If you have a relatively unknown film that you feel has potential, lower prices to approx. $5 for the first weekend. Most people are willing to take a chance on a movie for $5 if it has some kind of hook. If the movie has merit then word of mouth will spread. As demand increases you can respond by increasing price as well. The problem with the movie business these days is that theater chains are charging $9 for relatively unknown films and as a result no one ever gets to see them because buyers can pay the same about for a better known film
– High profile films: You could probably charge a little more for the higher profile films, especially for the opening weekend. The kind of person who wants to see a high profile film on the opening weekend would also be willing to pay more money to see it. Right now you are probably leaving money on the table by charging too little for the high profile films.
Variable Pricing:
– The starting price for each movie would be based on the early buzz. You don’t have to guess to measure this metric. Check out Hollywood stock Exchange and you can see how people are feeling about a movie and its stars. The higher the initial buzz, the higher the opening weekend ticket price.
Dynamic Pricing:
– If you have someone monitoring ticket sales you can change ticket prices in response to demand or in response to anticipated demand
– Low profile films with increased word of mouth will actually have their prices increase over time
– Higher profile films with their diminishing buzz will have prices lowered over time
– This mechanism can help to maximize revenue as well as the increase the length of the run for the both types films
– After setting prices each week (or day) you’ll have to tell people what you are charging for different films so they can make their decision – the web is the best way to accomplish this
This is a problem that I know how to solve. Hope to work with you on this project soon.
Comment by Anil Malhotra -
Easy soloution. You need to do 2 things. #1 Convert dollars spent into something less tangible to the general public so that you can spend less. And which can be reusable if not claimed. #2 Have other people do the advertising for you at less the cost you would spend. The way to do this is use AIR MILES. And most people dont know the cost but they are cheap, the actual cost is between 1-2 cents/mile. And you can take them from your other buisness which accrue miles buy using your credit cards. You can offer to give these miles away.. for example .. offer 100 miles to anyone buying a ticket and give them 100 miles per referal who they have see the movie. The customer must present his frequent flier number and referals frequent flier number at the counter. Assume that a large percentage of the customers will not remember their friends frequent flier number, but they are already at the movie counter, therefore they will purchase the movie ticket, as nothing else to do on their saturday night. These miles will not be collected and therefore not removed from your account.
Call your program something catchy and cheesy like FLYING HIGH OFF CUBAN.
The incentive for the movie and for friend referal, which is free advertising for you will be frequent flier miles, which if never used stay in your account. And these miles you probably already own, if you use your credit cards alot, especially starwood and american express cards which can transfer to any airlines. You Tell people you will give them a part of you… your own frequent flier miles.. and if you ever run low you can purchase them cheaply directly or buy making more purchase with your credit card
Comment by Andy Brown -
1) Everyone loves getting gifts
2) People generally enjoy going to the movies. It’s the prices that keep people away
3) Mark could sell advertising to sponsor a portion of the movie – not free, but much less expensive
4) The ads wouldn’t be shown, that would be annoying.
5) Everyone would get to see the previews, movies, ad-free and enjoyable
6) As the audience departs, they are each handed a wrapped gift box containing samples from a sponsor or multiple sponsors
7) This is attractive to advertisers as they can match their market to the movie demographic
8) Again, people like getting gifts and they like getting discounts
Comment by Rich Marcia -
Link up w/ Evite. A great place for people to plan parties and invite a group by email. Pay the organizer $x per head.
Comment by Steven -
The problem is a basic one: the theatre model of charging people money to enter a building and view films is obsolete. More and more people are choosing to rent or download movies, for a number of reasons, largely because it is less expensive than going to the theater and technology has made the home theatre a comparable experience (in the minds of most viewers, if not in reality). one thing marketers need to realize, when looking at the rising numbers related to digital piracy, is that piracy means people are still interested in purchasing your product; they are simply choosing not to for ancillary reasons such as cost, convenience, lack of quality, etc. Two things should be done concurrently. 1) the theatrical experience needs to be reimagined. the theatre would fare better as a more interactive environment in which moviegoers are encouraged to come early and stay late, hopefully discussing the films and doing other film-related activities, perhaps viewing trailers in booths or enjoying free coffee on the premises or meeting actors/directors/etc. 2) online and pay-per-view distribution needs to be invested in, and not merely in terms of rentals, but in terms of sales. DVD technology will soon go the way of CD technology, and marketers need to be at the forefront of this movement rather than lagging behind. also, the feature film model is dying. serious investment into short films, which can be easily downloaded, stored, and viewed on PDAs, cell phones, iPods, and other small items containing screens, is a great way to produce and market films that commonly cost less than $50,000 (i recently produced a crowd-pleasing, 7 min comedy short for $500) and potentially have remarkable returns and cheap distribution channels.
Comment by Jonathan Ball -
The problem is a basic one: the theatre model of charging people money to enter a building and view films is obsolete. More and more people are choosing to rent or download movies, for a number of reasons, largely because it is less expensive than going to the theater and technology has made the home theatre a comparable experience (in the minds of most viewers, if not in reality). one thing marketers need to realize, when looking at the rising numbers related to digital piracy, is that piracy means people are still interested in purchasing your product; they are simply choosing not to for ancillary reasons such as cost, convenience, lack of quality, etc. Two things should be done concurrently. 1) the theatrical experience needs to be reimagined. the theatre would fare better as a more interactive environment in which moviegoers are encouraged to come early and stay late, hopefully discussing the films and doing other film-related activities, perhaps viewing trailers in booths or enjoying free coffee on the premises or meeting actors/directors/etc. 2) online and pay-per-view distribution needs to be invested in, and not merely in terms of rentals, but in terms of sales. DVD technology will soon go the way of CD technology, and marketers need to be at the forefront of this movement rather than lagging behind. also, the feature film model is dying. serious investment into short films, which can be easily downloaded, stored, and viewed on PDAs, cell phones, iPods, and other small items containing screens, is a great way to produce and market films that commonly cost less than $50,000 (i recently produced a crowd-pleasing, 7 min comedy short for $500) and potentially have remarkable returns and cheap distribution channels.
Comment by Jonathan Ball -
Pardon me for not reading through the 874 comments, so hopefully this idea has not been mentioned.
Youth sports organizations are currently some of the most undermarketed venues in the country (while at the same time very well attended). I would propose targeting some of the more widespread youth organizations as well as attacking it grass roots by identifying specific facilities that attract massive attendance figures and enter into exclusive marketing deals. The exclusivity will create an in your face atmosphere where each court, field, etc. will be dedicated to a particular message where fans are forced to sit for an hour and stare at only your message.
Currently, my family runs a youth summer baskeball organization called Gym Rats Basketball based out of Ft. Wayne, IN. We have been around since 1994 and currently run 28 tournaments, 15 camps and 5 leagues on an annual basis. We draw teams from all over North America and just hosted a team from England that traveled to play in the USSSSA National tournament that we host. Our facility is 160,000 square ft. has 8 courts, a 5′ x 12′ LED sign, wireless internet access, an arcade, a wellness based fitness center, full service spa, etc. We estimate that over 400,000 visitors come through a year and we have about 7 million visitors to our website.
I know of a number of other basketball facilities that draw ridiculous traffic, and soccer is a whole other story. If you are wondering about demographics: grandparents, parents (including hot moms), bothers, sisters, etc.
When do I start? IU grad, JD/MBA 2006.
Comment by J.R. Hensley -
Most movies market horribly because they are horrible.
College kids can spread the word quickly… a few advanced screenings would be good. If you give vouchers for discounts or buy one-get one free at the screenings, the students could pass these along to other people.
Competitions for prizes could work as well. Questions or trivia where the answers can only be found in the movie. People go to a site, register, answer the questions, and can get prizes.
Another problem are the prices of movie tickets. Many people will only shell out that kind of money to see a movie they want to really see.
A vehicle that travelled promoting the movie wouldn’t be a bad idea. The vehicle could stop at store fronts, with people signing autographs, etc. It could be similar to how many radio stations travel to different locations to broadcast. In fact, you could be there with a radio station, getting even more exposure.
You could maybe make a television show (although I sorta hate reality shows) in which it’s the making of the movie. People could vote on the players (actors, writers…etc), what type of movie it could be, location(s), whether or not characters die, who gets together, breaks up… Would be a fine balance between not giving too much away but giving viewers ownership. If people voted on certain aspects of a movie, they’d surely be curious to see what the final product is like.
Comment by Nathan -
Well, putting the films in theaters NEAR WHERE I LIVE would help a lot.
When you think “let’s do dinner and a movie” you don’t normally also think “let’s spend an hour and a half to get to someplace to see dinner and a movie.”
When you’re spending 90 minutes to get to a theater, that’s not dinner and a movie, that’s “a night on the town,” which typically doesn’t include a movie.
Personally, I’d do a lot better on this stuff if it was delivered to my house on DVD on a monthly basis (Film Movement) or if I had regular access to trailers and then a way to digitally purchase and receive the content (XBox Live Marketplace, for instance). I don’t have an HDTV yet, so I don’t subscribe to HD channels, so that distribution channel is closed to me.
Comment by J.Goodwin -
Mark,
Imagine with me…
I am an 18 year old college freshman. I am popular. I am outgoing. I am social. And I like movies.
I want to go see the new Shaq/Penny movie this weekend (Blue Chips II). I don’t want to call up everyone and play mobile phone tag for the next 8 hours trying to coordinate this event. So, I login to my account at xxxxxxxxxx.com.
I enter the movie, time, and location. I then invite all of my friends, either individually or by selecting a predefined group. BOOM! The invitation goes out. Through e-mail, text messages, IM, MySpace, FaceBook, everywhere!
My friends login to their account at xxxxxxxxxx.com. They want to hook up with me and go. The system already has their payment information. And they all know about the bonus…
For every four (or five, or N) people that come with me, the system will choose (randomly) one of us to go for free! I hope it’s me!
Once a minimum threshold of people has indicated they want to go and/or a certain time is reached, then the tickets are purchased… with the system notifying everyone who the lucky person (or people) is that scored the free ticket(s)!
The result…
I show up at the theater. Seven of my friends have joined me. Amanda and Alicia are going for free… lucky chicks! They didn’t even know who Penny was! (But they had heard of Lil’ Penny, hmmm).
I didn’t win the ticket, but I have a great time enjoying the movie with my friends. Maybe next time I join a movie group, I’ll be the one to go for free!
Comment by Michael -
It’s the experience. That’s where the thinking and upfront $s need to go, not the latest 60mill per film of marketing tricks/ technology/ tactics.
Assuming the product is good — (for crappy movies – use someone else’s idea) invest upfront to create the best experience possible for an audience that appreciates a great film and will gladly pay up to be part of an exclusive experience. Tap into why we all love to go to the movies in the first place — to be transported to a fantasy world, to experience the power of a story well told, in an enviroment that fuels that experrience (big comfy seats, great concessions (cobrand with Williams Sonoma, or Starbucks or some upstart sweet Kettle corn company — have you ever tasted that stuff? Man it’s good.), advance special seat reservations, opening night special access, perfect – not too loud sound, comfortable handicap seating, polite ushers that say thank you, that make older people feel at home and not intimidated by loud obnoxious kids, no preview sponsor ads, no 20 minutes of annoying loud, obnoxious movie previews, have special guest appearances by the director, actors, screenwriters, an intermission (where people can talk about the show and about the experience), huge screens where every seat is the best in the house, digital clarity, climate control, complimentary DVDs on the way out the door, special nights where you can bring your family and friends for a nite at the movies, digital specials beamed in via satellite during down calendar months, special outdoor shows (how cool would that be)… and on and on. Tap into the best experience, forget the fat part of the bell curve because for the KMArt crowd you have to pump in the 100mil pus and do all the things you’ve already mentioned.
Why does the Apple store do so well? Aren’t they selling what COMPUSA is selling?
Build out a prototype, see how it does and evaluate on dollars in per theater. per release, not total cost to develop. With the right upfront planning, you can jack all your other movie marketing 101 tactics into a tight ecosystem that is built from the ground up on maximizing the experience and creating happy, long term customers that talk about their good experience because it’s different/ better than anything else out there.
How did Virgin Atalntic beat out British Air?
Why did Google Search blow away the huge tech companies that had an 8 year head start on search?
Why is a Mavericks experience different than going to any NBA game? Same game/ product/ refs/ players? If you interview you’re loyal fans on why they come to a Mavericks game, do you think the answer has anything to do with the latest MBA hitech marketing gimmick?
But to create this experience, you neeed someone with vision that can define and tap into that collective nirvana, and can do it becuase they are passinate about the movies.
Comment by Michael -
Mark,
Imagine with me…
I am an 18 year old college freshman. I am popular. I am outgoing. I am social. And I like movies.
I want to go see the new Shaq/Penny movie this weekend (Blue Chips II). I don’t want to call up everyone and play mobile phone tag for the next 8 hours trying to coordinate this event. So, I login to my account at xxxxxxxxxx.com.
I enter the movie, time, and location. I then invite all of my friends, either individually or by selecting a predefined group. BOOM! The invitation goes out. Through e-mail, text messages, IM, MySpace, FaceBook, everywhere!
My friends login to their account at xxxxxxxxxx.com. They want to hook up with me and go. The system already has their payment information. And they all know about the bonus…
For every four (or five, or N) people that come with me, the system will choose (randomly) one of us to go for free! I hope it’s me!
Once a minimum threshold of people has indicated they want to go and/or a certain time is reached, then the tickets are purchased… with the system notifying everyone who the lucky person (or people) is that scored the free ticket(s)!
The result…
I show up at the theater. Seven of my friends have joined me. Amanda and Alicia are going for free… lucky chicks! They didn’t even know who Penny was! (But they had heard of Lil’ Penny, hmmm).
I didn’t win the ticket, but I have a great time enjoying the movie with my friends. Maybe next time I join a movie group, I’ll be the one to go for free!
Comment by Michael -
We produce a unique product called TeeBucks. These are compressed tee shirts which can be compressed into the shape of a popcorn box, movie reel or anything that may be related to your movie. Ours have a nifty little pocket that holds a gift card.
Gift cards are growing in market share, but research has shown that consumers want to dress up their gift cards that they buy. This holiday season, retailers are going to battle to see who can dress up their gift cards the best, enticing consumers to purchase their gift card over a competitors.
We print tees with your movie’s logo on them, compress it into some relevant shape and place the displays at retailers coast to coast, providing great exposure for your movie. We could place these TeeBucks with your movie poster printed on them for sale at major retailers, including Blockbuster. Consumers purchasing gift cards would purchase these unique TeeBucks because they add personality to the plain gift card for just an extra $3-$5. Retailers would be happy because they’re getting a product free of charge to sell for $3-5.
On a random quantity of tees, let us print “Golden Ticket Winner” (I know, it’s like Willy Wonka’s golden ticket) and those people get to go to NY or wherever to see the premier.
You get advertising at Blockbuster and other retailers and on the tees that people would wear. You also get the inherrent publicity for the search for the golden ticket.
We are right around the corner @ 3116 Commerce. Come by for a visit sometime.
Comment by Robbie Weinberg -
The movie going audience needs to be segmented. There should be season passes or subscriptions that are paid for up front like a ski lift pass. Anytime passes are more expensive than weekday evening passes which are more expensive that daytime passes. Make family passes available. People with passes pay less at the concession. People with passes get guaranteed seats. (It seems as if yield/seat management of multiplexes could be a lot better.) That’s all for now. I don’t need a job but there are many, many more things to do, aside from making better movies, to get people into theatres.
Comment by Steve -
I am a movie fan and go to about 50 movies a year.
My experience could be improved as follows:
What to watch?
Better websites with a poster picture, review, and synopsis on the same page along with movie times.
Previews!!! I go to the theater and watch the inane ads on slides for lawyers, plastic surgeons, etc then commercials for Coke. Then I get see maybe 4 previews. I enjoy the movies, show me something. Allow more time for previews.
Have a place in the theater to see previews of every movie currently playing on a TV or small screen. After the movie we stop in the room and see what we might want to watch next week.
Promote returning. A discount if you come back on the next weekend or during the same week. A discount to stay and watch a second feature. Or a special double feature night or showing.
I refuse to go to movies that are 90 minutes long for the same price (as a matter of principal) then the more standard 2 hours.
A block of assigned seats might be good for opening weekend.
I think quality food at a value price would enhance people to come. Maybe an Uno’s Pizza built in. Eat in the theater or comfortable spot then see the movie. It’s difficult sometimes to get in dinner then a movie.
Concessions are such a rip off I think most people avoid them. Offer some value here and reasonable sizes. (My theater only sells quart bottles of water for instance) Sell some healthier items.
My point is if I go to a movie, make me want to come back.
Thanks
John
Comment by MovieJohn -
SHORT ANSWER:
User-gen DB of viewer sentiment along multiple criteria: enjoyability, humor, romance, action etc.
LONG ANSWER:
The problem is not that it’s too hard to make movies, nor that it’s too hard to market movies. Both are true, but they’re not the problem.
The problem is that it’s too hard to CONSUME movies, i.e., it’s too hard to make an informed and confident choice.
It’s a risky choice, PARTICULARLY for prospects who are more likely to see quality, thoughtful films that have neither the stars, the marketing budget nor the high-concept premise that typically satisfy mass-market due diligence.
Why risky? It’s f’ing expensive to go to the theater, with parking, tix, food and babysitter. Moreso, you have less discretionary time to spend in a theater, so if the movie doesn’t click with you or your date, you’ve just shot your once-a-week lets-go-out schedule allowance. No wonder we easily tradeoff quality for lower risk. Better to be weakly satisfied with National Treasure than annoyed with Big Fat Greek Wedding or answering to a pissed-off spouse at Trainspotting. Those big budget stars and ad campaigns don’t increase upside reward (that it’s a good film); they reduce the downside risk that I will have wasted the night. And that’s all I need to get laid.
This is also true for home viewing with more than one person. You WANT to be open-minded about seeing untouted gems, but when you settle down with a date/wife/guests, are you really willing to risk it? Or do you stick with the safe crap?
So how to fix? Reduce the risk factor in selecting a movie to watch. The thumbs up/down or 1-5 stars isn’t the answer. It’s too one-dimensional, and low-advertised movies tend to be more nuanced and heterogenous. If someone says “it’s a great indie film,” it could be Greek Wedding, Clerks, Hotel Rwanda, Four Weddings, or Super Size Me. The categorization is meaningless and leads to many a pissed-off spouse.
Critic’s reviews are useless for opposite reasons. Sure, film geeks will dig in and read hundreds of clever and insightful words. But most of us don’t give a crap about the critic’s unique insights and probing analysis. I just want to know if it’s a fit for me and my guest, not how the filmmaker’s premise aligns with your B- junior thesis. I like brevity; writers like column-inches. And sometimes I just want to see Chuck Norris kick some commie ass. I’d rather just know whether the action is strong, regardless of plot, character, etc. Can’t find that anywhere in a review without a long slog.
Here’s what I want to know about any movie, especially indie-types:
-Enjoyability (1-5)
-Insight (Thoughtful & Provocative) (1-5)
-Humor (1-5)
-Romance (1-5)
-Action (1-5)
That solves the problem. Build a user sentiment database where users provide an overall 1-5 rating, along with ratings along the handful of criteria above.
They MAY add 2-5 sentences, but no more than that. It’s all about the numbers: they’re aggregable and valid at a relatively low “n” count.
So how to bootstrap? Go with the festivals. Offer the festivals an online engine to collect audience feedback. Private label for the festivals and build the database. Let people submit via SMS as they’re shuffling out of the theater, then return to the website the next day to see what the consensus was.
Attendees tend to include opinion leaders, so when they head back home, they’ll be able to track their favs as talk them up as they gain distrib and an audience.
So start with the indie/festival scene, then grow the thing to cover all films.
Comment by Bill -
Mark,
A good lesson can be learned from the most recent Will Farrell movie “Legend of Ricky Bobby”. You have to give Will Farrell alot of credit for pulling some outrageous stunts and being incredibly visible in promoting his new movie. Film stars should have more ownership in the promotion of the movie as this is free advertising that is priceless. I would definetly give the stars/co-stars more duties in that respect. In another reference to “Taladega Nights”, I love their angle in promoting the movie – it is very clever. I don’t think you can beat the traditional style of advertising upcoming movies, you can however advertise in a more clever style. It’s not about how much money you spend advertising – It’s how you advertise. Myself, I don’t like going to movies that give away too much of the storyline in the movie trailers. I would like to see better advertising in this respect…ala old style cliffhangers that make people eager to watch. If I were leading an advertising campaign, “less is more” would definitely be my style. Give people a small taste and they will come back for more.
Another idea that I think has not been maximized is corporate sponsorships. American Airlines got some bigtime advertising in the NBA Championships. I’ve got many ideas that would use the sponsorship dollar to advertise. My ideas are far more visible than the typical logo on a McDonald’s cup.
I think you are on to something great. I am a big movie buff and hate to see the business struggling when it comes to great art and indie flicks.
Sincerely,
RV
Comment by RVillarreal -
I adore the movies! It has been a lifelong passion that I proudly tout. I am just as likely to see a summer blockbuster as an Academy Award contender, given one thing – knowing I will walk away a little better for having seen the movie. Whether through a few laughs, a good cry or just a mind opening exposure to life so different from my own the movies are better than therapy for me. Why do I love the movies? I grew up on a steady diet of classic, well made movies and going to the theater has always been an event (somewhat like a basketball game has been for you.) Even now I feel fortunate I live in a city like Dallas where the variety and quality of what I can see on any given day is fabulous.
I go to at least 2 movies a month and often 2-3 a week during the lead up to Oscars. I have no problem going alone if I really want to see something, and sometimes prefer to go alone knowing I have no one else’s tastes to take into account. I also have small children, scads of girlfriends and a willing husband all who join me depending on the subject matter. Out of all the movies I see, I can honestly say there are only a handful that really don’t provide me with entertainment I feel is worth the price of admission. I am a great mouthpiece for films I love and feel most discerning moviegoers will judge a movie more by someone they align themselves with than a big schmaltzy ad campaign. Trailers and teasers are great hooks. I am not a whining, uneducated consumer. I research what I want to see and attend most movies knowing full well what I am getting myself into.
The only reason the greater populous ever see a movie in a theater is to “experience” the movie in the larger than life format that no home theater, short of a private H’wood screening room, will ever duplicate. The only theaters that guarantee this are quality, clean, state of the art facilities. People come to see a movie in the theater opening weekend so they can be the first to talk about it – bragging rites, dinner party chit chat.
The homogenization of our celebrity culture and the dumbing down of what Hollywood thinks America needs has gotten the industry nowhere. Who would choose to go see a movie when most of the same faces are living much juicier lives beamed to us 24/7 via Entertainment Tonight, et al. What ever happened to the glamour and mystery of the Hollywood star? Please, there are definitely talented actors out there who won’t sell out to the National Enquirer the first time they come knocking. The genie is out of the bottle when it comes to overexposure! The “studio system” was a much better machine. Read your history.
When handbags that teenagers carry cost upward of $800, no I am not kidding, money is not the reason your theaters are not full. Just like shrines to food that are created only to be passe within a year don’t make it, while restaurants serving consistently good food that pay attention to their customers survive and flourish all over this country, you must make products people want to experience – no cookie cutter, rubber stamp for screenplays. Why are 17 year old boys the benchmark?
The entire world looks to America to lead in cinema. Lets face it , we have the talent, money and resources to own this industry in every way. Why do some of the best and brightest take scale to be in an indie with potential while they sheepishly promote their multi million dollar paycheck film? Let’s live up to the benchmark we set ourselves!
I admit there are a plethora of genius marketing ideas gathering speed on this site and you would be wise to read them all and chew on a few (great strategy on your part, by the way!) Just like there is no one size fits all when it comes to taste in movies there is no one quick fix.
Good luck, the movie industry needs your tenacious spirit and willingness to change if you are going to produce movie lovers for the future.
Hopeful for Hollywood
Comment by Wylly Goodson -
Mr.Cuban,
I just got another brilliant idea, how about if people go and see a movie at the theater, they put their name and number on the back of the reciet stub and put it in for a drawing for either a season pass or just tickets for a Mavericks game. It wouldn’t cost you a thing and people would be excited about the beginning and the end of the movie!!! I’m the same 13 year old girl who was comment #818. Just think about it, it wouldn’t cost you a thing…thank you again for your time!!!
Comment by Olivia Ursi -
I agree with many on the fundamental reason to go to the movies – to have a great time, day or night. We love to go to the drive in by us, or one of the theaters that serve dinner. Open “drive ins” where people can sit on the lawn – like some concert venues. Think of the target audience – with the prices of so many things going up (gas to the movie, babysitter, tickets, $4 for a 5 cent soda) think of how you can lower overall costs for the consumer AND increase the benefits for different target groups. Have a room with babysitters during the day (or night for older kids) for mom’s/dad’s groups to attend. Offer GREAT food in a dinner atmosphere during the movie. Re-do the interior of theatres to be more comfortable, more home like. If my husband and I can even get away for a movie, we want it to be a night to re-connect. We would go especially to a theatre that has double seats, without arm rests in between 2 seats. Turn “going to the movies” into an EXPERIENCE, return it to the social experience it once was. Offer theme nights tied to the subject of the movie – wine tasting with a romantic movie. Have teens bring in a toy or canned food for a reduced ticket fee or free soda. Think “out of the theatre” – go crazy with brainstorming and then peel back the ideas – what about an exercise class during a movie, or have a movie exercise room (screen with cardio or other machines). What about holding craft classes or workshops during movies (with scrapbooking so big that is something that could be done during a movie). Enabling parents (moms and DADS) to BRING younger – 2 and under – children to a movie without worrying about making too much noise would be a huge selling point for many… There are lots of ideas that could be leveraged… If I had this as my job, leveraging ideas I’ve used for corporate training classes could be integrated into the movie biz… What more fun could you have than getting people back to the movies?
Comment by Meg -
As someone else said, because people can’t get to the movies for one reason or another, people are picky with the movies they see in the theatre. We classify movies as a “theatre movie” or a “pay per view” movie. We will pay more $ per person to see an amazing big-bang movie on the big screen and save the less visually exciting movies for $3.95 on TV.
Comment by Meg -
Hello Mr.Cuban,
I’m not going to waste your time in explaining my idea in a bigilion paragraphs. I am 13 years old and my ideas may not be that great, but i was thinking if you could put flip books of the movie, with descriptions next to the scenes of the movie in little packets on people’s pillows in hotels next to the mint, or piece of chocolate. You could ask other advertising companies to write in the books and not have to pay a lot of the expenses. A lot of people travel and go to hotels , so they’ll probably see them. My other idea was hollagraphic coasters. While people enjoy their drinks they can also see 2 scenes from the movie and it wouldn’t be that expensive. And my last idea was to have advertising companies pay to have scenes and descriptions of the movie on postcards…people travel and send post cards to their friends, some all over the world, so the word gets out about the movie and it’s inexpensive!!! Also if you want people to watch movies, make it sound cool, but it actually has to be good. Well, they’re not that great but it’s a thought. I’m an A student and just wanted to put my creative mind to work…thanks for your time!
Sincerely,
Olivia Ursi, Your Daily
Mavericks Fan
P.S. Sorry this was so long!! 😉
Comment by Olivia Ursi -
My wife and I used to go to 4-6 movies a month. Sometimes even more. But when we had kids, that stopped. Now we see 2 movies a year and those are kids show. Now we just PPV from DirecTV. I prefer to see movies at the theater but it’s not cheap or easy to schedule a babysitter. What would get me back to the theaters would be free babysitting. I’d be willing to pay $15/ticket if someone would watch my kids for the duration of the movie. Both IKEA and Top Foods understand this notion and both have areas and staff dedicated to watching young kids while we shop. Why not do something similar at the theater?
Comment by Brett Nordquist -
I like these 5-second power ads on TV. I mean quick look at movie title or sexy actress/actor and then the url to the movies
website. Hit em hard and heavy one week prior to opening. Good clip on web site creating interest.
Comment by terry farrell -
Sell out.
That is the only way to meet mainstream america.
Comment by Jordan Grimes -
studios buy advertising late and end up paying higher fees for what’s left.
like most other advertisers, they also purchase online ads like offline media – targeting content and environment. again, paying a premium to do so.
I’d focus on using online marketing tactics. most important of which would be to use the networks for broad reach and high frequency, at a fraction of the cost. networks like ad.com, casale, burst, there are tons out there. more advertisers need to buy online media like this.
Comment by rob -
to D Gersh:
Mark Cuban has bought some theatres. Perhaps you should research Landmark Theatres before you post any more ideas.
Also, on a $9 ticket, the distributor makes from $6.30 – $8.10, leaving the theatre from $0.90 – $2.70 (that’s why the popcorn costs so much). Of course, since Mark owns both the distribution and the exhibition, he ultimately keeps all $9.
Comment by futureoffilm -
This is a great question.
One thought that comes to mind is finding a way to shift the economic risk for marketing a movie. Now the studios do it. I assume that’s because they have the greatest investment, but also because theaters were traditionally local operations. That’s no longer the case.
So, if the theater takes on more of the revenue stream, but assumes more of the marketing cost, your cost would go down.
On a $9 ticket, you make $4.50 and the theater gets $4.50. But you spend $12 advertising. If you offer the theater owner more in exchange for marketing, you might end up ahead. You could take as little as $1 a ticket, if the theater owner advertises the movie.
For some types of films, it could make sense to have no mass marketing, but sell tickets for $5, with the theater taking $4 and you getting $1 with no marketing cost up front.
The essential thought is to make the distributor more of a marketer/advocate for the movie instead of a venue.
I know this would mean giving up some control of the movie packaging which has risks, but it may carry fewer risks.
Failing that, buy some theaters.
Comment by D Gersh -
Let me preface in saying that I don’t believe there is any way to get around paying marketing costs. When one is in the business of sales, you must market and must pay money to market. No way around it, plain and simple in my opinion.
But why do production companies have to pay for the marketing themselves? As a production company, you own a very valuable piece of property…the film itself. So sell it. Sell it like Harpo sold Oprah back in the 80’s. If you’re talking a $60 million production, then this is a big film. Capable of grossing twice that in the first 3 weeks. Let’s say your target gross is $100 million, and in order to reach that you’ve determined you need to spend $60 million in marketing. Sell it to GE, Viacom, HDNet,HBO whomever. They, in turn, receive the rights to play the movie AS SOON AS it is available on DVD. None of that waiting around for three years before seeing it on network TV.
Financially, say they pay $15 million for those rights. They give another $15 million in advertising trade. Direct marketing costs are now cut in half to $30 million. Give them a cut of the gross movie theather profits (say 10%, for argument’s sake). They receive $10 million back if the movie makes $100 million, and more if it sells goes above that number(encouraging them to be creative with their advertising). They charge $800k per 30 second spot for a 3 hour movie on prime time during sweeps. That’s approximately $4 million per commercial break. At 10 commercial breaks for the 3 hour duration, they make $40 million (giving them $50 million total, far eclipsing their $30 million initial investment).
You’ve spent $30 million in direct marketing costs (rather than 60), and made $90 million (minus the 10 you gave them). Rather than grossing $40 million, you’ve now grossed $60 million above your marketing costs. Further incentives can be added to the deal (royalties on DVD sales, etc.).
One could also shorten the length of time movies are in the theaters…say to 6 weeks. Obviously, there will be a demographic who says “hey, this movie will be on prime time in 6 weeks, so why not wait until then.” There’s an economic reason why movie theaters would now start spending money to improve the atmosphere and experience. They’ll have to work harder to get people in the seats, and in turn spend some of their own money on marketing and improvements, which will in turn lighten the load on production companies.
Obviously these numbers are literally picked randomly (although they are conservative in my opinion). What do you think?
P.S. My twin brother works for the Mavs in corporate ad sales. I’m currently at IU in law school, pending a move to Dallas next summer.
Comment by Casey Holsapple -
arrange a “M&M effect” challenge 2006
M – MySpace
M – movies
What can you do with social network power?
We are creating an experiment to see how many people will show up in a movie theater by invite your friends from myspace network.
1. need to think what can attract ppl (incentive, award….etc)
2. need a lil. application for myspace users to track who’s the first one to creat M&M effect
———————————-
I ain’t going for details cuz it’s just my one cent here ^^ & or u can hire me for more thought >o<
Comment by Wayne Jiang -
My view is this…What made people go to the movies back when everybody went? The fact that it was the only way to see it. I think it has to get back to basics. Stop selling movies once they end at the show. There is no incentive for people to want to pay $12 a ticket if they know it is coming out on PPV, DVD, VHS, etc; Why bother? Oh, bring back the drivein’s. My husband and I have gone to one of the last drivein’s in the country (Grandbury, Texas) for the atmosphere alone. We didn’t even care what was playing, even though they were brand new movies, it was the fun of it that made it so appealing. If the only way you can see a movie is by going to the show, everybody goes to the show. Then the movie prices go down. Remember those $2 matinees?
Comment by Oteaka Saenz -
Advertise in the most used venues anywhere. Gas Stations.
Comment by Doug Ray -
At the beginning and right before the credits of every movie, have a 10-second clip that advises the moviegoers to go to http://www…..com (the movies website) to sign up for some great discounts and special things. For the registration, have them list 10 people’s phone numbers that they think would like the movie. You would then use those phone numbers to make an automated phone call to the phone numbers they gave you (I think it’d be nice if it was from one of the main actors in the movie) saying “Hey, one of your friends referred us to you because they thought you would enjoy seeing this movie… etc.” Doesn’t have to be anything long, just something to get them thinking about the movie. It might be best to wait until Thursday evening to make the phone calls (since many people start to make plans for the weekend on that day).
Sure, some people will give random/fake numbers just so they can get some sweet deals, but it’d be worth it for the few who give accurate information. Maybe there’s a way to make sure the phone numbers are authentic before allowing the movie-goer to get access to the special deals? Sending automated telephone calls is an extremely cheap service I believe (relatively, of course).
After the person successfully completes the sign-up, you could then offer things such as a discounted rate on the movie’s DVD once it comes out as long as they order it from such and such website… (partner up with a main website such as Amazon.com).
Relatively cheap to start and works by the “word of mouth” process, but at a much quicker rate since mass phone calls would enable the information to be sent out literally in seconds.
(I would just make sure there’s a disclaimer on the website stating that any legal issues that may arise from the sending of the automated response phone message are not your problems, they are the movie-goers… or something to that effect.. I’m not a lawyer, so I don’t know how to word it!)
Comment by Jeff -
Mark,
Would you like *every* screen to be sold out on both Friday and Saturday nights? I can show you how. It involves family fun.
email me.
Comment by Kelly -
The first rule in writing is make your readers (audience) care about your characters.
When promoting a movie, rather than the same cookie cutter actor/actress interviews, why not have the character do them? Full costume and makeup, completely in character. This will give your potential movie goers a chance to get acquainted with who will be onscreen. Let the actor/actress have some free reign and allow them to show the audience more about their character. Of course, talk about the movie, leave people hanging, wanting to know more about the character and what happens to them. Make them care beforehand.
This came off the cuff. I’m still thinking…
~Nikola
Comment by Nikola Marshall -
Here is an idea for families.
Set up a Movie Kids Club where parents can drop off their kids for a movie and a snack. The theater staff will supervise the children.
Parents can then see a different movie or take care of other activities. Kids can then be picked up at the Movie Clubhouse after the show.
Little Gym (called Parents Survial Night) and many hotel resorts offer this service. Heck even grocery stores and IKEA allow you to drop off your kids while you ‘shop’.
Comment by MC Burns -
Yearly pass to Theaters!
Allow pass holders to go see any movie they like ONCE. The cost should based on 2.5 movies per month times 12 (12 month rolling calendar). Family pass should be further discounted .. probably have to conduct some studies to figure out optimum cost. The pass should also gives 10% off the concession stand to individuals and 15% to family pass… The first week of a major movie release can be excluded or promoted depending on the movie.
The theaters make most of their money on food so more movies people see the better … and honestly there are no more than a dozen really good movies in a year. I would rather see a movie in the theater than get Netflix…
This might take some time but I am sure it will catch on very fast.
Comment by Bala G -
For me, it’s not the price that keeps me away and it’s not cost of the concessions either. It’s utter lack of privacy and silence that keeps me away. If I knew I could pay $10 and watch any movie I wanted in peace and quiet, I would. I haven’t been to a movie since last year when I watched and hated King Kong. I had kids coming in and out of the isle, parents chasing kids around and in some cases talking them through the movie. Why put up with this crap when I can wait for the DVD on watch in on my JVC LCOS? My suggestion would be something like the Cone of Silence from the show Get Smart. Some kind of chamber that you could climb into and surround yourself with theatre sounds only. No cell phone rings, no children crying, just the movie screen and me. I’d even been willing to shell out a few more bucks to get this type of service. I don’t need a waiter; I’m not at a restaurant. I just want a place to go where I can have a great theatre experience with fantastic, off the wall sound and digital screen only. No kids, no phones.
Comment by Luis E. Giner -
Again…all of these ideas are old and tired…
Who can think of something new that could revolutionize the theatre industry?
still waiting…
-jOSH
Comment by JMedeiros -
For me, it’s not the price that keeps me away and it’s not cost of the concessions either. It’s utter lack of privacy and silence that keeps me away. If I knew I could pay $10 and watch any movie I wanted in peace and quiet, I would. I haven’t been to a movie since last year when I watched and hated King Kong. I had kids coming in and out of the isle, parents chasing kids around and in some cases talking them through the movie. Why put up with this crap when I can wait for the DVD on watch in on my JVC LCOS? My suggestion would be something like the Cone of Silence from the show Get Smart. Some kind of chamber that you could climb into and surround yourself with theatre sounds only. No cell phone rings, no children crying, just the movie screen and me. I’d even been willing to shell out a few more bucks to get this type of service. I don’t need a waiter; I’m not at a restaurant. I just want a place to go where I can have a great theatre experience with fantastic, off the wall sound and digital screen only. No kids, no phones.
Comment by Luis E. Giner -
I think one of the problems is that it takes a long time for people to get the message that a movie is good, and fewer people are willing to take a 10 dollar gamble on a film. Movies that have done well in my opinion are the ones that are lower budget and have great word of mouth marketing because people really liked the film and told others about it. So in the beginning you have to be producing a movie that people will actually care about and is a good quality film. Then you have to get the influentials in there for free, critics, bloggers and others. Get the word of mouth out and rolling. Paid or unpaid WOM through the targeted demographics that fit that movie is the way to go. Some branding has to happen too, but these days that’s not enough. You could get away with millions less of branding buys in exchange for some good WOM. Plus your mainstream media’s all fragmented anyway.
Some random ideas too:
1. Let people participate in the making of the movie as it is in production.(nothing crucial) Different endings, different scenes, storylines, clothing, weird stuff. Like snakes on a plane has demonstrated, even a crap movie can get attention if people get to contribute as a novelty. (this won’t work all the time or for every movie but for the teen demo its golden) Just don’t ask them to take video of stuff, adoption rate of that technology is too low yet.
2. Contests to be in the movie. Yes were all egotistical bastards and we want to be in the movies ourselves. It brings out brand awareness for the movie 6 months or a year before its out too.
3. Make movies about things other than making movies. The thing everyone forgets when they enter LA is that the rest of the country and R.O.W. doesn’t revolve around the TV & Movie business. Regardless of how much drama there is, quit making movies about making movies. There is no reality in that for the rest of us.
4. Make fewer movies. Supply and Demand. There are too many movies and too many ways we can aquire them. If you added up the # of people watching movies on a weekend through the internet, on dvd, on netflix, in theaters and other means I think its actually up YOY. Its just that the movie companies don’t control all those distribution methods. (start buying these methods up) It does make it harder to choose though because there are 10 new movies out every weekend and none of them get good reviews or have anyone reccomending them that you actually know…so the barrier to entry is high in cost and the potential reward is low or negative. If there was one new one per week, people would go back and see one from last week they didn’t see last time.
5. Make the theaters nicer too. A lot of people hate theaters. People are noisy, annoying and disruptive. Many people would rather sit in the comfort of their own home and watch in peace than go to a sticky floored theater any day. Well, if you’re over 25 you would rather watch at home or in an upscale place thats quiet.
And about the affiliate program thing, you might want to have one payout for people that can sell tickets and a smaller payout for people who link traffic to the movie site. Generating brand buzz other than ticket sales is worth something too.
Comment by theprotagonist -
Hey Mark,
why even bother to get people out of the house, shit i am not going out of the house just for a fucking movie. I have to go pick up my girlfriend, lives 10 miles = 20 minutes[on a good detroit suburban day] away from me, then drive to the movie theater, 5 miles = 10 minutes. Pay $8 with my student fucking ID, or $13 for an IMAX movie. Popcorn and Soda = min. $10, then the drive back 15 miles = 30 minutes. Do the math, i spent more time driving than watching the movie, i spent more money on gas, than the movie and popcorn. It’s not worth it.
1.
More and more people have big screen HD TV’s, why not have an indemand channel that streams the movie to your cable box, once. encrypt it do w/e you want with it, but i’d rather pay $20 for the movie just to be able to stay home and not fucking waste money on fucking gas.
2.
offer me a reason to go see your fucking movie. offfer me a buy one get one free/half off ticket, offer me a 25/50% cheaper DVD when i present my movie stub, offer me a grande starbucks chocolate chip frappuchino. Some incentive.
3.
Change your movie handling process, i can get the movie atleast a month before it comes out to the theatre. The less hand’s it has to touch less chance it has to leak out.
I don’t know, i am not a movie guru, i am an EE. You are still the man.
Comment by Ibro -
How do you get people out of the house to see your movie without spending a fortune?
1. Partner with the theaters. Since you have to split the revenue with the theater, share some of the advertisement cost with them. For example, you if a theater receive a certain amount of sale from a movie in the first week from their own advertisement….the theater itself would receive not only more revenue but also a bonus from you. You can also add-in a red-carpet premiere with LA style with the actors. Let the money come out your pocket.
2. Partner with the actor’s publicist. More talk shows and events more advertisement.
Have red-carpets pre-view and premieres in more than one city. This is a celebrity culture so feed off of it. A lot of clubs and parties advertise a celebrity is hosting the event. Maybe do more celebrity preview parties…i.e. Movie Studio Grill w/ KeKe Palmer.
3. Seat or ticket campaign. (i.e. lottery) A certain ticket, seat, or number of person = cash or prizes…. such as free tickets, t-shirts, a dinner with the actor, etc.
4. Blues Clues—-Find object and clues in the movie and solve a statement or what doesn’t belong.= cash and prizes. It sounds elementary but people love trivia.
5. I have more…..
Comment by KoCO -
I believe the points made about neighborhood and community are quite valid. That is why the movie complex has not gone the way of the doomed music coorperate machinery.
Human beings from a socio-anthrological view point are social/tribal/band creatures. Hence the success of MY Space and Starbucks they helped to create some social connection We are living in very isolating circumstances now .In suburbia we drive into our housesWe drive not walk for groceries, and for other needs/wants.
Perhaps turning amovie complex into a gather place casually elegant with sofas, tables, internet connections free coffee in the winter, warm and festive; free iced tea in the summer, cool and refreshing.A microneighborhood.
Of course this isan upfront investment, really not too out of the box
I believe interactions like this blog help artist, idea people “pull the taffy” to brainstorm like 20 writers bouncing ideas off each other to come up with an excellent TV series. People can interact in such a way that one idea, silliness/joke, angry comment to inspire people to come up with new, strange, laughable brilliant concepts
In a nonjudemental, noncrital atmophere each person may have such fun they accidentally show who they really are along with the unique gifts each person has within them. That is when happy accidents” “lightning in a bottle” is created.
Maverick has come to mean wild, untamed, enthusiastic originality. Which is what I think artists all kinds, creative people love/need to express.
you go boy,
kat9
Comment by kat9 -
Try re-looking at the equations: Why does a movie cost so much? Where is the money going? If the up-front investment is going to the stars, then try using some equally-talented but relatively unknown artists. (Sure, you won’t have the recognition-value, but these days even Sandra Bullock doesn’t bring ’em in.) If the money is going toward effects, then reign the directors in! All the special effects in the world won’t take the place of a decent script.
Then, it’s time to look at the scripts. Look HARD. It’s hard to believe that there are so few good stories available that King Kong had to be made again. *Gag* Think, why do people go to the movies? ENTERTAINMENT. ESCAPISM.
In summary, give them something new, keep the costs down, then the ticket prices can come down and people will want to come see your show. And you’ll make a bundle!
Comment by Brian -
I don’t just want a JOB. If I were to get into this deal, I would want an opportunity; an opportunity to change the way people are entertained. I would want to build a business that created long-term value to the owners, employees and customers.
If you read the comments on this post at Mark’s blog, there are many people with a piece of the solution. However, in order to really solve Mark’s challenge, a team of people have to be willing to change the movie industry yet again.
To solve a problem this complex you have to have perspective. When movies came out in the 20’s the novelty of “moving pictures” were so new people went to see the movie because of the new technology and then they fell in love with medium. As the technology advanced, movies became a primary entertainment vehicle for Americans during the 40’s and 50’s. I think even historians would agree that this time of the industry was the “Golden Years.”
You see, during that time they were the only real game in town. Then came the television. As the television became more economical, the theater business started to change — it had to change. Movies became more “sophisticated.” During the 60’s and 70’s the movie theater business went from being a ma-pa business to a corporate-ran environment. As with most big businesses the theater atmosphere turned into a commodity. Since movie theaters (the vehicle) and movie studios (the fuel) are symbiotic ally connected to each other, the studios changed as well. Instead of making entertaining, quality movies they threw more and more money at “pitches” in hoping of hitting the 1% home runs. Commoditization for many businesses is great for consumers, but not for entertainment. If a company commodifies their entertainment products they eventually marginalize them. This marginalization is exacerbated if dumb ass people are put in critical decision making positions in these big corporate outfits.
So, with the big screen multiplexes having to draw eighty percent of a movie’s revenue within the first two to four weeks of release, the “entertainment” experience becomes non existent. Forcing thousands of consumers into the big boxes with $10.00 popcorn and Cokes is well, simply put a SHITTY experience. This is why the theater has become a third and fourth entertainment option for most consumers.
Now, there are many, many, many more factors that come to mind in forming my opinions. But I’m not that good of a writer, nor do I have the time to write them all down. Suffice it to say, that the movie business is on the down side of the utilization curve and there is plenty of room in the business for change.
I believe vision at the top drives innovation from the bottom up. If I had a magic wand and someone actually listened to me I’d do the following:
> Build a top notch studio. A studio that creates compelling, entertaining content. A studio of executives, managers and artisans who are paid well, treated with respect over the long haul and given the resources to do what they do best — entertain people. In a recent article George Lucas is quoted as saying “In the future, almost everything that gets shown in theaters will be indie movies, I predict that by 2025 the average movie will cost only $15 million.” I’d build a studio that understands economics 101, yet consistently delivers outstanding content.
> Build a network, either owned or franchised, of top notch theaters across the United States and then around the world. Hire people that want to work in these theaters that want to ensure people are entertained comfortably and economically.
>Start three cable channels — one for movies, one for series based drama and one for sports. Use content from your top notch studio to drive these channels.
>Build a world class Internet distribution channel. Use the power of of distributive technologies to give people content when and where they want it.
>Reward consumers for the ongoing patronage. Treat your customers with respect, give them greater value than what they are paying for, ask them what they want, listen to their complaints, solve their problems when they complain. Don’t treat customers like they are cattle. Treat each customer as if they are your only customer.
Wow, this vision is huge. It would take years and years to get all this done. I’m not saying one individual or one company could do all of this. But what I am saying is that by using the best of the old ways along with the best new technologies, a new form of entertainment creation, distribution and management could emerge. Unfortunately, sometimes in life, change has to come from outside the box.
Sometimes it is best to get someone who doesn’t know it can’t be done to get it done.
This is a simple vertical integration model. In my version of this model, you don’t have to own everything, but when you are tasked with changing an old industry ingrained with old ideas, you better have a vision and the audacity to go it alone until it is successful.
Mark, I could be useful somewhere in this jig saw puzzle. You find the spot, give me the resources, give me great leadership and I could do something cool.
Comment by Herschel Horton -
Sell normal size candy bars.
Tell Hollywood to stop politicizing movies.
Make the previews of movies the same rating as the movie itself.
Force Hollywood to toughen standards on movie ratings.
Have our current day stars zeaolusly guard their privacy/reputation so that they become mythological like the stars of yester-year.
Lower the price of food/drinks.
As someone else said, allow people to bring food into the theatre.
Comment by Mark Lecuona -
If I understand the challenge correctly, you simply want to get more persons in theatre seats, and you want to do this without spending several times the box office revenue. Well, it seems to me that the easiest way to do this is to give away free movie tickets. Make going to the movies free. As long as you pay the theatre owners’ half of the admissions they’ll be fine with it. In fact, they’ll be thrilled because free movies will doubtlessly raise attendance and therefore concession sales. You just have to make sure that your later revenues from licensing and DVD sales, etc. will make up for the initial outlay. As an alternative, you could make admission to a movie free the first week it’s out and then hope positive word of mouth will drive the box office after that.
Comment by Jerry Brito -
I wasn’t about to read 118 comments in fear of posting a duplicate, so I appologize in advance if you’ve heard this already.
Advanced media has enabled society to become much more interactive. You look at what television shows like Lost, 24, and The Office are doing to generate or maintain “the buzz” on the internet (the Lost interactive game, mini episodes of 24 and Office that tie together 2 season). The movie industry will soon be following suite. Remember what a phenominal job “The Blair Witch” project did of creating a buzz? They were posting missing person signs, releasing “documentries” on television about the three “missing” young filmmakers and getting their audience believing that, not only were these real people, but they were actually missing in the woods. When the audience went to see BWP they were completely horrified at the prospect of what happened to these people. Of course, the truth came out, but only after the movie had already grossed millions and had an ROI of around 5000%. My proposal is simple, yet complicated. Create an interactive buzz.
1) For any unknown movie you need the right people involved and I’m not talking about actors. Get a respected director, cinematographors, and writers as the key players in your production.
2) Create an initial buzz and let it snowball. Something like “Watch tonight’s episode of CSI to get your first clue for the new web game sweeping the nation and stay tuned for the movie due out next summer” or “Pick up this month’s issue of People Magazine. Solve the word jumble puzzle for your first clue”.
3) The movie must be entertaining for all audiences, but put extra aspects of the movie that ONLY gameplayers will understand or notice. “Who murdered Mr. Smith? At the end of the movie the cops arrested Mr. Black, but anybody who read the police report and saw the crime photos on the internet knows that the red glove implicating Mr. Black belonged to Mrs. White. They got the wrong guy!”
4) Another idea is to let the audience decide certain aspects of production before the movie is released. I remember seeing a show where the audience could vote and determine the outcome of some guys life. Although the show was produced poorly, the idea is genius. Who lives? Who dies? Does love conquer all or does the bad guy win in this one? What girl gets naked? What cars should the hero drive? It’s like a modern day choose your own adventure.
If these solutions are approached correctly, you could make movie marketing history, while creating huge audiences for relatively cheap films. Don’t pay Tom Hanks $20MM to star in your picture. Pay $5MM to generate massive interactive buzz and let the audience come to you.
Comment by Casey -
Mark,
a lot of good ideas and comments, none of them are perfect…
here’s my idea… Charity!!! yes, the movie business needs to create a better image, consumers are bitching about lousy entertainment value and high prices.. if the Movie theatres will give a portion of every ticket to Charity and allow consumer movie goers to choose their favorite charities from a list, they would create a ton of good will. The actual Charities can become a very strong Marketing partners and will spend $$$ to promote their charities involvement.
The Charity partnership can be extended to merchandise etc.
The Movie business does not really lose money on lower ticket $$$, because of the tax benefits etc etc
just my .02 …
best…bobby
Comment by Bobby Orbach -
You can reduce costs and market more effectively… 2 ideas.
1) Market your movies differently than everyone else by keeping information from the public. You build suspense by only divulging actors names, rating, title and maybe genre. This in itself will market itself and be first of its kind. No trailors or long advertisements etc.
How about this as an alternative:
2) Release a movie with different endings that randomly get chosen each time it is run. People seeing the movie in theatres at different times (or theatres) will have a different experience. People can debate which ending is better and won’t be sure which ending they will get when they go see it. Also some may see it twice or more to get all the endings if your movie is good enough. This again will market itself.
I have no marketing experience so you may not want me.
Comment by Steve Pearson -
Forget the mainstream – forget the 16-25 demographic – concentrate on the older, numerically larger and richer segment who are disenfranchised by the current system.
Make the theatres and staff more conducive to these people. Become their movie destination.
Be a different cinema group.
Comment by John Dodds -
About a month ago, everywhere I went, I saw an ad for “Little Man”. It was on billboards, posters, tv commercials, the radio, talk shows, on buses, and all over the internet. It seemed like I couldn’t go an afternoon without seeing this movie’s ads. Yet, I didn’t go see it. I saw Superman and Mission Impossible 3 instead. Which leads to my point, if I am not interested in that movie, I will not see it, no matter how many times it will bug me in my everyday life. Although advertising is necessary, it shouldn’t be excessive. All I need is to see a movie promotion a few times before I’m sold, so why bother spending large amounts of money on spreading the word on a movie I will see? And if I am not interested in a certain movie, I don’t need to hear about it 10 times a day to know I won’t see it.
Also, make the whole expirience more enjoyable. Make the theater like a mall, hotel, or the AAC if you will. Very clean and nice. No funny smells, no sticky floors, and no pubes on the toilet seat. Either I am always really hot, or the person next to me is really cold. So turn up the AC and put in adjustable heated seats for all of the warm natured people. And I’m surprised the movie theaters haven’t jumped on the “diet” bandwagon with popcorn sans trans fat and $8 salads.
And finally, use controversy to get my attention. You know what I mean Mark. Who doesn’t want to see Steven Speilberg jumping up in the audience and cussing out the Academy, or see Tom Hanks running on stage and throwing an award into the crowd in anger?
Yours Truely <3,
Proud Mavs Fan
Comment by Eristeo -
Mark
I don’t think any of the many ideas listed here are going to work. A few of them sound good in theory, but overall, the movie going experience is ruined by high ticket prices, expensive concessions, and annoying people. People have to step out of their comfort zone to come to a movie theatre (In terms of paying too much and dealing with people). If you want my opinion, I think the movie business is on a fast track to join the music industry. It’s only a matter of time before mainstream people start downloading movies by the dozens, legally or illegally. Take after what Apple has done and skip the theatres. Set up downloadable software like itunes to download movies, but include a simple way to burn the dvd to a disc. I could then download Mission Impossible 3 to my computer, for a small fee, and burn it with a DVD drive everyone has, but doesn’t use. It’s a cheap distribution model as well. No cases, no discs.
Comment by Joah -
Here’s the problem with 99% of what people have posted in this thread…it’s all stuff that’s been done before. Blogging, changing prices, affiliate marketing, promos, myspace exploitation, ROI analysis models, blah, blah, blah
Here’s a challenge to the whole group: Pose a brand new, creative, forward thinking idea. I posed one above:
1) GPS Meets WI-FI – I am facinated with the idea of using cell phone GPS data to deliver internet/television relevent advertising. Example – I walk around or drive around all day. My phone records the GPS coordinates I follow through the day. Each business, landmark, and location is marked with a specific coordinate. i get home, hop on the computer..now my cell phone links to the net via wi-fi, all of the gps coordinates are comminicated to an advertising network…maybe “Ad Maverick”…ads begin to display in banners and in search results based on where I was that day…Now imagine the possibilities of incorporating movie trailers and info based on my daily activity. If I went by a ball field, maybe a get a personal ad referencing a new movie about sports…theres alot to be ironed out, but it could be the technology worth investing in.
Let’s try to provide some cutting edge ideas.
-josh
Comment by JMedeiros -
One new marketing solution that will work for all types of movies? ‘Not going to happen. Each movie is a different story and will need unique ways to market it in order to be successful.
Comment by leechard -
Movies are entertainment but it can be a big effort to get there, then sometime people can feel trapped – if the movie isn’t very good, they’ve already taken the effort to research options, you get in there and end up wasting two hours sitting in the dark eating crap food and getting sticky feet to boot. Classic approach is to build the experience around the market segments offering the greatest potential, then cater to their needs shamelessly and profitably. Make it fun.
For example, young married couples with children – in the typical suburban profile, they don’t go out to the movie theatre much because of the hassle of arranging childcare, etc. and would prefer a more ‘interactive’ entertainment experience (e.g. dinner, drinks with friends, a party, dancing, whatever). Make the movie theatre more of a destination – next to or part of something bigger. Put a drive-in next to a childcare center and offer high quality babysitting for three hours at a time every evening so parents can drop off their children and pick them up a bit later (allowing time for a drink after the show). Both the movie theatre and childcare centers make more money. Recruit local musicians to play in the complex – the side show could be themed/branded or somehow related to one of the movies. Have local hotels and caterers do demonstrations in the parking lot or lobby. Stage a look-alike contest around leading characters. For teenagers: do anything that makes the movie theatre a fun place – arcade games, cell phone vendors and car dealers offering electronics gear, after-market parts and demostrations, test drives of hot cars, drawings/sweepstakes, possibly tied to the movie (or not) you name it.
Comment by Tom Ferro -
It’s this simple: Compete on price. Going to the movie is a hassle. Instead of spending the money on marketing, advertise that the movie is free this weekend. If it is a hit, full price can come the next week. Bigger movies, give them ten free tickets with ten purchased. Maybe the biggest movies would have a standby list. You could pay full price and sit first (Southwest style), or wait for available seats. That would encourage those who don’t care (you and me) or those who can’t stand not to see it to pay for tickets. The others would get a free movie, maybe, but it would be eyeballs in front of the screen and instead of paying the television stations to get them there, you would basically be paying them. Fills theaters. But more importantly, you get full price for movies that are already blockbusters; but a tremendous upside potential for movies that could be blockbusters if enough people saw them.
Comment by Bowman -
Given, as others are pointing out, that you’re making films that attract a niche audience, you need to think about The Long Tail. Of course the LT doesn’t fully apply since you have significant overhead costs and can’t offer lots of choices on any particular night, but the key part of LT theory that does apply is helping people find what they might like without spending an arm and a leg to do so.
I see enough films in theaters, and specifically ones like yours, that people who like that kind of thing do ask me what I recommend. I bet if you could identify a few thousand such *influencers* and offered them cheap tickets and more importantly, advance screenings (since being able to talk about something before it’s been released is always cool, plus that way they can start telling people about the film before opening weekend), your word of mouth business would increase with a modest expense.
Of course, this assumes the films are good. As others have pointed out, that is also important. You *have* to spend a fortune marketing a turkey, so don’t make any of those.
And finally, that you make smaller niche films is a good thing. The payback on the huge blockbusters can never match the payback on a hit indie, when compared to the cost of the film. Why Disney has decided to make fewer movies rather than making less expensive movies is totally beyond me.
Comment by Mike Weston -
Unfortunately I had an idea and searched the post and saw that somebody else proposed it. So I’ll just put my vote in for that: paying a referral fee to people who can get others to go see the movie.
Comment by Ryan -
Answer: make going to the movies a social experience. Bars, restaurants, concerts, etc., have no problem bringing consumer dollars in. Why? Because the potential for interesting social interaction is far more compelling than a movie could ever be. Movie theatres discourage social interaction. You get shuffled into a big dark room and are immediately told “don’t talk!” I’d much rather wait for the film to be released on DVD, then pay $3.99, sit on my couch in my underwear and drink a $1 beer, as opposed to paying $12 for a ticket, $3 for a soda, and have to put pants on.
Have the theatre exit into a bar (which is also open to the non movie-attending public). Lower the cost of the ticket, you’ll make up the difference in what you make off food and drink. Suddenly, everyone in the bar has something in common to talk about… the movie they just watched.
Comment by Kevin -
“Adult Swim”
I breezed through the suggestions and I saw one that was kind of close to mine: sell booze. Not for the sake of drinking, but for the sake of keeping kids out.
I refuse to go to movies on Fridays or Saturdays. Why? Because every snot nose brat has nothing to do but go to the movies and act obnoxious to try to impress their pimple faced friends. It makes watching a movie difficult to say the least.
The best part of going to see a movie is making it a night. You go to the movie and get dinner/drinks after or vice versa. When do most people schedule this? Friday or Saturdays. If you want adults to show up who actually have money to spend, there needs to be “Adult Swim” shows.
I’m pretty sure wine and beer permits are easy to get. Maybe a “wine show” would go well. Wine would limit the amount of bathroom breaks. Sell it in a designated theatres since now there are about 12 or so at a complex.
I don’t want it to seem like I hate kids (I actually coach a high school sport), it’s just these kids are not there to watch movies. It is a social gathering because that’s all really kids can do at night. Lower the drinking age (but that’s another topic).
So serving alcohol is a way if implementing the “Adult Swim” without saying “No Punk-ass Teenagers Allowed”.
Love the Blog. I am a Sixers and a transplant Warriors fan, but enjoy reading your blog and hearing you in the Jungle with Rome.
Comment by Mike -
Mark:
I currently work for a leading online media company and my focus is on product development with a focus on social networking and user-generated content.
Some of the lessons we have learned about user engagement online are very applicable to marketing movies. Basically, the more involved the customer feels in the process, the more willing they are to become your evangelist.
I think tapping into bloggers in new and interesting ways will go farther than any traditional media buy (and cost less, too).
Here are some of my ideas for doing that:
1. Host blogger-only preview screenings in the top 10 (or more if possible) markets. Bloggers can submit a URL to their blog and the first 100 get to come to the event. Throw in a handful of free limo rides to some of the bloggers and you’ll score big points.
2. Give away things at these preview events that people will want to blog about and take pictures and video of. This will get your movie on places like Flickr or You Tube in new ways. If users think the freebie is cool, then they’ll have a more favorable view of the movie.
Nintendo did a great job with the press kit they gave out for the DS Lite. The package, when opened, had flashing lights and played music. I saw photos and video of that all over the web. It made me even more excited about buying the product (I actually bought 2 of them).
3. Let some of the bloggers who attend the preview events attend the Hollywood premiere. That would get other bloggers to give shoutouts to the film and filmmakers for embracing user-generated content and would probably get some mainstream coverage, too.
4. Give bloggers advance access to info during production. If bloggers can feel like they are on the inside, they will have a much more favorable view of the film. Let them do fan sites. Let them interview the director or actors. Hell, let a few of them visit the set.
I have a good friend who wrote and directed his first feature last year. Because I knew the filmmaker and was getting some inside scoop, I felt really attached the project. I ended up referring dozens and dozens of my friends and co-workers to see the movie and buy the DVD. Many of them stop by periodically to ask about when they can see his next film.
5. Allow bloggers to create alternate trailers for the film. Again, this is about getting people who are interested in the film to become passionate about it. If people feel you are listening or letting them contribute, they will be much more likely to promote the film. Post some clips on the web and let users compete to have their trailer used.
6. Have the filmmakers blogging during and after the production. Another way for people to connect with the project.
These are just a few of the ideas that came to me upon reading your post. I’m sure I can come up with more if you’re interested in hearing them.
Thanks for your time.
Comment by Shawn Morton -
the gentleman way up top of the list hit it on the nose. the system is dated and does not apply in this digital age. the filming, marketing, distribution to release dates, are all old and played out. ok mark listen closely, i’m only going to say this once.
1. once you commit to a totally digital process from begining to end the marketing ideas will answer itself. there will be nothing you can’t do in the digital arena.
2. you must concentrate on giving people a new experience when they go to the movies and that has to be investing in the process of building totally new digital theaters. things happen fast these days, download the movies if it does not happen in a certain amount of time maybe it might happen with the dvd, or just niche audiences. either way, sense its digital you can download a new movie in its place and keep it moving.
3. don’t depend on blockbuster to sustain the industry. thats the OLD way of doing it and it does not apply anymore. read chris andersons book “the long tail”
4. make good movies
its a different world, lots of people have made lots of money on the old way of doing things. its time to let others make a little.
peace.
god
Comment by god -
Make people want to go to the movie. Have in-theater contests. For instance, if there is a contest in which there is one seat in the theater that is the “winning seat.” That person wins some kind of prize, be it money, props from the movie or whatever. Have them coast to coast and its like everybody seat in the theater is a lottery ticket. Make people want to win. Or if not with a seat, come up with some sort of “winning ticket” scheme. Something that makes people want to buy tickets and will ultimately fill up a theater.
Comment by Dylan -
Hi Mark. I’m trying to be very brief. Not sure how much “comment space” you’ve allocated for this. My thoughts:
I would first suggest that we need to think differently about what the “movie business” really is. My take:
1. A mechanism by which people are demonstrating their interest/intent (for a fee)
2. The thin edge of the wedge for selling other products and services (books, dvds, video games, soundtracks etc) at a much lower cost of acquisition.
Let me give you an example. If i went to see Spiderman and enjoyed it, I’m more likely than the average Tobey to want to buy tickets to see Spiderman 2 when it comes out. Moreover, if i went to see Spidey and xmen and batman begins, i’m for sure want to going to see superman returns, especially if i’m male and under the age of 25. Today, the studios and theatre owners see a bunch of bricks, some popcorn and well worn synthetic seats. They need to see their business as one big pool of customer intent (data) waiting to be mined. Think how much more cost effectively can you acquire my interest if you target me effectively – you’ll be spending cents to get me, not dollars and you’ll also be fixing the major problem facing the circuit business – capacity (i can explain that later).
Now, think of the additional opportunities – beyond the ticket sale – that are afforded once you have my expressed intent and behaviour. Movies are cultural table stakes – they are the thin edge of the wedge for so many other products and services (soundtracks, video games, books etc). If i saw both S1 and S2, perhaps I not only want to see S3, but i want to pre-order the video game or soundtrack. Anyway, you get my meaning.
Build a mechanism by which theatre owners can gather intent. You’ll monetize that intent to lower the cost of acquisition for all films, drive additional revenue streams and more importantly, provide consumers with a much better experience overall. All for less than the cost to promote one Jennifer Aniston film.
Good luck.
jonathan
Comment by jonathan e -
Maybe you’re trying to solve a problem that doesn’t have a solution. Movies have gotten so expensive that only the well-off can afford to go.. and you’re not well-off unless you work so much that you don’t have time to go to the movies. It’s much easier to download the movie you want to watch, then to see it in a theatre, rent it, or even buy it on dvd. The problem is with distribution, not with marketing.
Comment by AK -
You mention you are looking at affiliate programs. The way you rattle off your online efforts, I get the impression that you think just showing up is sufficient.
It’s not. The problem is how you are approaching things with a statement like: “If its been done before, we are doing it.”
The affiliate marketers that make things happen are not painting by numbers, they are innovating.
So rather that searching for a magic bullet, bring in some experienced affiliate marketers.
Comment by Shawn Collins -
Another idea…instead of asking for ideas on how to get people to go to movies, ask people to tell you why they don’t go. Use your blog or another site and offer some incentives (free movie ticket, free soda). People love to tell you what’s wrong with everything (as i’m sure you’ve noticed). Use that to identify the problems, then fix them!
Comment by Bill -
making better movies won’t mean more money at the box office. better movies won’t solve your problems. for decades people went to see mediocre movies on the silver screen because it was a special outing.
we need a change in where and how the movie is shown, not in the movie itself. not even really in how it’s marketed.
some movies will be great, others so-so, others crap. it’s a nice ambition but nobody can turn out 100% greatness… and even 100% greatness doesn’t mean people will spend $10 for it. movies that have made the most money have certainly not been the highest quality.
maybe ‘the devil wears prada’ is the best movie ever made. i heard great things about it. so i added it to my netflix queue. if i want to see a movie AND i know i can only properly experience it with state-of-the-art equipment, i see in the theatre. ‘devil’ is probably better than ‘superman returns’ but because of the effects in ‘superman,’ i saw it on the big screen. that happens maybe twice a year. half the time (as in the case of ‘superman’) i decide i should have waited for DVD after all.
so my family and i inhale movies from netflix.
to go out and spend $10, i’d better get something i can’t get at home.
some off-the-top ideas on improving the experience:
1. put smaller (but still up-to-date technically) movie theatres in urban areas and population centers, instead of suburban sprawl megaplexes that are a half-hour away from where actual people live! advances in the technology should make it easier to show more movies on less screens, so you don’t need the expenses of a 24-screen theatre. don’t dedicate several hundred seats to only one movie for a weekend, let alone several weeks.
2. concessions: better food at better prices. and make a cafe with kiosks in the seating area where people can select to view behind-the-scenes featurettes or other info about the movies showing there.
3. tying in with #2: when the studio releases a movie, also release interactive materials for use in the theatres. a simple preview of the videogame is released to the theatres along with the movie. set up a playground at the theatre and let the kids pretend they’re running around in the movie they just saw. for more thought-provoking movie like ‘the smartest guys in the room,’ provide discussion tools, a kiosk with bethany mclean’s book and articles available for reading, and so on. let people know that the theatre is a centralised location of resources related to the movie.
4. in addition to 300-seater screens, one or two private screening rooms with a very comfy setup (couches &c.) where people who can’t (yet) afford huge HD screens can watch a movie with some friends for a nice fee. great for kids’ birthdays.
5. drive-ins, movies shown at parks, or other novelty settings, bringing some more adventure back into into movie watching.
6. put the movies in places where people go anyway. put the first 15 minutes on a big screen in the back corner of a starbucks, or on the screen at a sports bar, and people can buy a ticket there and then to see the rest at a nearby theatre. convert the upper floors of two-storey restaurants into little theatres after the dinner rush; when folks are feeling full and lazy they take their drinks upstairs and watch a movie; $10 is added to their dinner check and they hardly even feel it. a theatre attached to the ice-skating rink or bowling alley. &c., &c., &c.
Comment by alanna price -
Idea: CONTESTS
Align them with the theme of the movie. $1/ticket spent in the first month (initial release weekend experience isn’t for everyone) after release goes toward a tie-in. You could go with a decreasing scale, but that feels like unnecessary complexity.
Anything philanthropic about the movie? There is your obvious benefactor. Would the benefactor muster their customer base? Probably.
Maybe the audience member could choose their cause. Or, choose to put the $1 toward the purchase of the DVD or other movie paraphernalia.
There are infinite ways this could play out.
You get the idea – it was your contest that I responded to~
Comment by Logan -
Heres my idea for the movie industry,
Someone else posted an idea about getting movie points for every movie you go to you get a certain amount of points.
well heres how you could do that, It would take you making a new network.
You would have to market it to all the theatres, but once a good ammount of theatres caught on, then you could start giving out swipe cards that you’d swipe before you go in to the movie and it tally’s your points on your card.
And if enough theatres did this, it could be a wordwide system, making the movies more fun and you get rewarded for the 15 dollars a person you just spent on the movie.
you could give out shit like an arcade, toys for the kids, DVDs, tickets to movies, tickets for food,and the more points you get the better prizes you get.
It would be like frequent flier miles, but for movies.
This is a good idea on 3 fronts, 1 you could start making the machine to sell to all the theatres, 2 you could run the network,3 it would make going to the movies fun again, which would get increased audiences.
If you use the Idea please dont forget me, atleast hit me with a little check for typing this up 🙂
See ya later
Raph..GO MAVS!
Comment by Raph Terrigino -
Going to a movie is like flying SouthWest … long lines and lots of uncertainty about where I am going to sit, by whom, and if I will be able to sit with my whole family.
Put in a seat reservation system and sell seat numbers over the Internet.
Sell first and second class seats.
Differentiate the pricing based upon seat value.
Get folks to commit early to get the seats that they want.
Comment by PodSlug (Erik Herz) -
I wish I could offer a better answer other than to say just ask Tyler Perry. Business Week just named him the most bankable actor in Hollywood. That’s right. Based on ROI, Tyler Perry returns more money on investment than Tom Cruise, Tom Hanks, Denzel Washington and even more money than my main man Samuel L. Jackson, the hardest working man in Hollywood!
http://www.businessweek.com/investor/content/jul2006/pi20060705_564966.htm
How did he do it? Well, I am not personally privy to exactly how he did it but I can tell you the following: 1. He wrote, produced, financed and starred in a number of plays in play houses all across the major urban cities. 2. He filmed the plays and sold them at a premium in specialty stores and his own website until Wal-Mart was convinced to carry them, thereby going nation-wide with the videos and bringing him to the attention of a wider audience. 3. He now makes feature films at between $5 and $6 million dollars which gross $50 – $63 million at the box office. And then there are the DVD sales of those same movies. Tyler Perry has built up such a large following that he has even had a number one book his first time out and a pilot for a TV series that has the critics scratching there head. I, along with thousands of other Tyler Perry fans, receive monthly emails letting us know what his next project will be. And when it comes out, we are right there supporting him.
So I guess the secret is to develop a likable actor, communicate with the public regularly (like you do with your Blog), and be original. I am tired of watching the copycat programs that network television throws out to us season after season after season.
Regards,
Rodney Brown
Comment by Rodney Brown -
Mark, how often do YOU go to the theater to see a movie?? Even if you have your own theater in your house, you should go yourself to see why the experience basically sucks. I rarely go now, regardless of the quality of the movie.
Here are my reasons:
1. I have to arrive early to get a good seat or to sit together with friends…no guarantees where you will sit.
2. Too noisy. Movies are supposed to be an escape. Hard to “escape” with people talking and making noise.
3. DVDs and Rentals.
YET, I will show up at a crowded, packed stadium to see a football game without hesitation. I think if you want people to GO to movies, you have to make it more like a sporting event or a broadway show. Some ideas:
1. Assigned seats. Solves so many problems and frustrations. You and your guests know where you will be sitting.
2. Offer some sort of season packages/tickets. Movie buffs will appreciate knowing they have the same seats, plus you will get to know your neighors some (though that can be bad too). Anyone with season tickets to sports events knows this.
3. Variable pricing. I have UT season tickets and must buy the whole season, but OU isnt the same price as North Texas (though they suck just as bad…hahahahahaha)!!
4. Specialty nights/Theme nights/Theme theaters.
5. Sell Booze (requires security too)
6. Better food.
7. Stereo Headphone Jacks (so you can drown out the talkers/cell phones and get the “escape” part back into the movie) Sell/Rent the headphones or BYO.
8. Monitors above the concession stands. This is a bit extreme, but most stadiums have monitors to watch the games while getting snacks…so you dont miss the action. Could have them subtitled if a multiplex.
Until the theater changes, i’ll wait for the DVD and watch in the comfort and quiet of my house where i can sit back, pop a cold one and enjoy a decent snack.
People still love movies, they just hate theaters. Fix the theaters.
Comment by Bill -
Move Business Challenge
The Ultimate Raffle:
The Movie producers organize a contest to raffle a purchased movie ticket; with the winner getting a speaking role in your next film. All marketing material (ads, trailer, etc) will contain this unique promotion, which will be picked up by major media outlets, kind of like the buzz that Golden Palace.com gets for overpaying for some weird item on Ebay.
The desire for the average American to get “discovered” as witnessed by the Reality TV craze will have a positive effect on the Box Office. In my experience, I will only go to the theatre if a movie has had great reviews, and someone I trust recommends it. The quality of the trailer has little impact on me, nor does being bombarded with zillions of ads. This contest will at least portray that there is something in it for the average moviegoer.
Why not give people extra chances to win by giving them more ballots if they have a proof of purchase from the concession stand, if they buy the DVD, or order from PPV, etc, depending on the profitability of each? As teenagers and young adults will be most likely to be lured by such a promo, this can also bring strong gains at the concession stands as these groups are well known as the popcorn audience.
The give-away of course must be legitimate and well publicized. Again, much of the publicity will be free due to the novelty of the idea. Imagine the success of future ticket sales if the winner of the original contest gets a noticeable role with amazing visibility?
The beauty is that there are many famous actors that have never had any formal acting training; therefore there will be no reason for the average fan to think that it can’t happen to them…in contrast with American Idol where you actually have to know how to sing to have any chance of winning.
In my humble opinion, this idea can result in:
Lower marking costs & Higher box office sales
Let me know what you think,
Dimitri
Comment by Dimitri -
When coming up with a genuine/successfully selling idea or product, one becomes wrapped up in the details and fails to see the big picture. In this case we’re still talking about getting people the theatres. No matter how you package the idea of going to the movies through marketing, the end result is going to the movies. If one can find a way to change the experience of going to theatres, then you might have something going. Let at a few ideas that have change the development of their origin. The ipod for example, on the surface it’s a mp3 player but has created “iculture” in recent years. People buy the damn thing to experience this culture. There are books published breaking the culture down. Another example is what I like to call power family destinations are places like the Big Event. The have bowling, pool, and arcade games, stuff you can find at your nearest mall or shopping center. Places such as Big event throw all this in a big ass building and they create this virtual “new experience of playing pool, and bowling and charge extra for the experience.” My last example relates to the simple act of going to the bar. Well most people expect to walk into a bar and throw back a few brews and walk out spending maybe $20 tops. Now you have these “power bars” as I like to call them scattered across the country. Take Ghost Bar at the W for example, you have people wanting to pay $300 to be thrown on a waiting list. You have waiting lists for waiting lists. Why? It’s the allure of the damn bar. It is a bad ass bar, but there are awesome bars in the DFW area. The end result is you’ll be going to a bar, getting drunk, maybe get lucky that night and return carrying on with your life the next day. Nothing has changed except your balance in your credit or debit account. You might run into a celebrity but chances are they won’t be at your backyard barbeque next week. You just bought into the “experience”. I guess to sum all this is up is that you have to change or create a novel allure to going to the movies where it’s no longer going to the movies. It’s all about the experience.
Comment by Charles T -
Too many of the posts say “the movies suck” and “if the movies were better people would see it”. I say thanks for that bit of wisdom to those that posted such comments. It is like saying the Production companies set out to make a bad product. That is where marketing comes in to get people to THINK they want to see the movie.
Solution
Market to a wider audience by:
1. Alternate endings or scenes per scheduled times or ratings Ex. During the matinee an R Rated film may cut some scenes or language to attain a PG-13 rating. This would allow some one to take his family to see something like Saving Private Ryan or Braveheart when they may not normally have done so because of the rating/content. I think there is a large demographic that would say I’d see that but I can’t take my kids becase of the language, or sex, violence.
To sum it up
Market the features of the change and their benifits,as much as the movie itself. Why? because features TELL and benifits SELL
Comment by Jon Vestal -
Build a chain of movie theaters that have a deal with a studio ie (Paramount, 20th Century Fox) and have these movie theaters only show movies by that studio. It will make those movies exclusive to that chain of movie theaters. Sell a season subscriber pass for the theater, like $200 for the year or $300, whatever. You can also jack up the price for a single admission ticket because it will make the public more inclined to purchase a season subscription. Most people probably will not cover the amount of movies they paid for on the subscription. This gives you a bigger profit than the current way.
Comment by Ed -
Create an interactive opportunity and tie in prizes on both the local and national level
For instance on the national level, after watching the movie, visit the website, enter in your ticket stub number or whatever, allow them to make some comments or take a short survey, they are eligible for some cash.
Or on a more small scale or local level, make it a point that someone in the audience can win $50 bucks in gas or live rent/mortgage free for a month. Guess the killer or a certain outcome, text the answers, those that answer correctly are eligible to win. Or have the audience answer flier questions before the start of the movie about their predictions – balloting stops once the previews start to run
Comment by Keith -
Create an interactive opportunity and tie in prizes on both the local and national level
For instance on the national level, after watching the movie, visit the website, enter in your ticket stub number or whatever, allow them to make some comments or take a short survey, they are eligible for some cash.
Or on a more small scale or local level, make it a point that someone in the audience can win $50 bucks in gas or live rent/mortgage free for a month. Guess the killer or a certain outcome, text the answers, those that answer correctly are eligible to win. Or have the audience answer flier questions before the start of the movie about their predictions – balloting stops once the previews start to run
Comment by Keith -
Our site, prizebook.com is an incentivized traffic venue. We would love to partner up with you guys. We could push anywhere from 500k to 1 million ticket purchases. Is your affiliate program setup and ready to go? I’d like to discuss with this in detail with you.
Comment by Leo -
I don’t want to “go to the movies”. I want to WATCH a movie.
Going to the movies means sitting in a dirty, uncomfortable seat. Drinking a $6 pepsi, eating $9 nachos. The kid behind me kicking me in the back of the head; the idiot in front of me with the cell phone that won’t stop ringing. If I have to use the restroom, I can’t pause the movie; if that $6 pepsi is empty, I miss more movie to go refill it (for another $6).
After all that, my wife & I leave the movie, look at each other, and say “Hm”. Then talk about something else.
I would pay twice the normal DVD price to have that new release DVD in my hand on “opening day”. Then I can sit back on my couch, pop the movie up on my big screen, drink a 49 cent pepsi, this time with some rum in it, and pause the movie if I need to.
“Going to the movies” is dead, as dead as buying CDs in a retail store is. Overpriced concessions, rude people, and mediocre product have killed it.
Comment by Steve Luzynski -
In reading your blog entry, I think you are looking for 2 solutions…solutions that appeal to the two Mark Cubans. Mark Cuban the producer who wants to make money on his movies and Mark Cuban the theater owner who wants to make money at his theaters. Both solutions need to resolve the same problem, how to get butts in the seats while spending the least amount of marketing money.
I will post a few of my ideas and if you’re interested you can email me for the rest of my ideas.
**Stop showing the whole movie in the trailer. There’s nothing worse than watching what is supposed to be a teaser and having the sinking feeling that you’re either seeing every good action scene or every joke in a movie that’s not coming out for another few months. With every subsequent viewing of that trailer, any piece of me that might have wanted to see the movie dies until I would rather watch Gigli again than see the movie in question.
**Use the ticket stub as marketing for local merchants. For example, bring in your ticket stub for Pirates of the Caribbean to Red Lobster and get a free appetizer.
**Eliminate the 2 week movie restriction on passes. My husband and I are thrifty with our money. We often will go to the movies with passes that usually come with the standard restriction of not being able to see a movie unless it’s been out for at least 2 weeks. If we want to watch a new movie, we will often get a ticket for another movie and just sneak over to the movie we want to see. Dishonest? Yes. But I’m sure it happens a lot more than movie studios want to admit. They’re really just shooting themselves in the foot with these restrictions. Remove the restrictions and revenue will go up for new releases.
**Offer an annual advanced screening membership similar to preview subscriptions offered by local theater companies. There would be a schedule of movies that members could see ahead of the release date if they purchased the membership. By seeing movies ahead of time, your word of mouth buzz increases.
Not necessarily related to movie marketing, but as a theater owner, this might appeal to you:
**Offer viewing rooms that would be more like home theaters. These could be rented out like skyboxes at sporting events. Offer premium food, drink and seating.
Comment by Kim Przytulski -
re 4) If you encouraged People to Bring Their Own snacks:
Here’s the thing. Look at magazines and radio advertising sales, their based on listenerbase and readership.
Yes, allowing people to bring their own snacks decreases concession sales a bit (They bring their own snacks anyhow…I’m sure everyone on this thread has), but the amount you can make on advertising, based on the additional eyes would make it worthit…but beyond that, the general idea should be how do we rethink the theatre experience…allowing people to bring food in…would make people feel more at home and it would certainly create a new “feeling” among folks when they think about theaters.
Image is a huge part of success, I truely think people think of the movie industry in the same shade as used car salesmen. The don’t trust the high prices, rigid format, etc…we need to create a sense of trust and comfort.
Comment by JMedeiros -
Read the I-R-O-N-Y email Mark.
Comment by Aaron -
How about different prices for different movies? This is the only business in the world where you charge the same amount regardless of the cost of production. A $150 million movie costs as much to see as a $5 million movie. That’s why $9 million for “Clerks II” is a good take but $8 million for “My Super Ex-Girlfriend” is going to get someone fired. Quit selling BMW’s for the price of VW’s.
Comment by Tom O'Keefe -
There’s obviously no easy “solution” to this, but looking at the demands of the general public these days, everything is about convenience. People multitask on their Blackberries and Qs. Kids watch movies, listen to music, and play games on their cell phones and UMPCs. Therefore, movie companies need to get off their high horses in assuming that they are so mighty and glorious that the people will come to them–they need to bring their product to the people.
Take as a prime example the Lexus commercial in which the many waiters line up in front of the SUV, showing off their goods for the folks in the car to decide upon. This is how consumers work these days.
While I can’t necessarily give specifics on how to capitalize on this idea (maybe hire me first and let me in on what’s in the pipeline), but I sense a revolution is imminent. I haven’t seen a new movie theatre built in years, but millions of Americans are buying TiVos and other television recorders. I believe that these are your new pipeline to Americans. Most are already connected to their cable or sattelite providers, so the issue then becomes how to use that connection to make first-run movies “InDemand” (for those of us in TimeWarner land). People will pay the same money as they would to go to a theatre (say, charge them $15 to hedge the bets that there are likely multiple people watching a TV), but you cut down on the middle-men (making you more money).
People will still go to the theatres, the allure of the big screen will never die, but Americans will appreciate the convenience offered by being able to view movies on their own screen and on their own time. Plus, if you run ads on these InDemand stations when people haven’t yet ordered the movie, you get free advertising.
I understand that this means a big change, restructured alliances, and a lot of unhappy movie theatres, but it’s bound to happen sooner or later, and the first people to jump on the idea will reap the most benefit.
Comment by Ty White -
The Question
Mark Cuban: – “How do you get people out of the house to see your movie without spending a fortune.”
The Answer
The answer to this “Holy Grail” caliber question can be found by breaking down the question to it’s very basic element.
First, I believe the question is posed incorrectly: It’s not about you “getting” people to do anything. It’s about understanding the process of why people choose / elect to see your product. So, the new question would read…”Why do people get out of the house to see my movie?”
Possible answers:
-Because the theatre is the only place to see the movie
-Because there’s a ton of hype
-Becasue my friend said it was good
-Because it was rated well on Yahoo! movies
-Because it was raining out and there was nothing else to do
The end goal is to totally eliminate all of the top answers, you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.”
What would make people finally start to say that about the theatre experience? I think that the process will take some time, but there are number things you can do to jump start the industry, here are a just a handful I think would work immediately:
1) GPS Meets WI-FI – I am facinated with the idea of using cell GPS data to deliver internet relevent advertising. Example – I walk around or drive around all day. My phone records the GPS coordinates I follow through the day. i get home, hop on the computer..now my cell phone links to the net via wi-fi, all of the gps coordinates are comminicated toan advertising network…maybe “Ad Maverick”…ads begin to display in banners and in search results based on where I was that day…Now imagine the possibilities of incorporating movie trailers and info based on my daily activity.
2) Integrate Ice Rocket with Your Database System – This is among the most innovative ideas I have. Imagine being able to rank pages on the net, possibly even MySpaces pages, based on the number / or quality of specific movie references. So I could go to ice rocket, select this new movie tab, type in a movie, and research it on ranked pages. The owners of the sites could get some sorta kick-back. This data could then be appended to database info you keep at theaters to specific customers.
3) If individual customers could benefit from the success of a movie: I am a fan of promotions, I think if done right promotions are the most powerful form of advertising. Instead of spending 40mm advertising a movie, offer a $1-2 cash prize to a couple movie goers. Or a $10k prize awarded to each or your theatres.
4) If tech savy folks could get an instant (time sensative) upload to IPOD-like devices @ the theatre only: Imagine being able to offer the new release movie for upload only @ the theatre. The movie file could be protected to prevent copying, editing, or distribution. The customer could use a theater kiosk or approach the ticket counter for the uplaod. Pricing would have to be thought about.
4) If you encouraged People to Bring Their Own snacks: The number one barrier to theater adoption is prices, Food prices, ticket prices…Encourage people to bring snacks, lower the barrier to adoption. Sure you may lose some consession sales, but you would sell more theater tickets. People already sneak food in as it is…Maybe put up microwaves and allow people to heat-up snacks for a price…
5) Utilize Database Information to Identify Movie “Influencers” – I like the idea that someone posed on this thread, where you could keep data on customers and use it for personaliztion of services / products. I propose to take this idea 1 step further…use the data to identify “Movie Influencers” and provide the people free access to your theater. These types of people would include: Moms who take their kids to movies 2+ a month, college age kids who visit the theater 2+ a month, etc…
These are just some initial ideas..but remember you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.” This challenge will take more than one off ideas. It’s going to take a group of creative, imaginitive folks who are driven by the challenge.
Thanks Mark…good luck
Comment by JMedeiros -
Mark, I have a couple of ideas:
1.Free Promotional DVD’s at your Mavs games. Including trailers not seen on TV.
2.Movies need a TV hook. Blair witch did that to me. One day I’m watching some documentary about Blair witch, at this point I didn’t know it was fiction, the TV show made it look like some real strange phenom, so the next day I went to the movie.
3. Cell phone interaction, promos, special deals…etc text messaged to customers. Maybe have a voting system where people rank whether they like the movie and it text messages their friends with similar interests.
Comment by Jason Bennett -
I don’t know about most movies until they’re suddenly thrown in my face weeks before arrival and at that point they usually tell me too much of the story.
It doesn’t seem like there’s one answer to the problem. Marketing (like most things) needs to be less linear. You need to identify your audience, commit to them, figure out how to reach them, and then do it. Then start over with the next movie.
Most movies are mass marketed and that makes little sense given that each movie should be it’s own experience, with it’s own audience. Even the movies that speak to everyone (and some art does try) does it for different reasons.
I realize that’s not the quick fix magic answer we’re looking for but I don’t think a business (that should be) based in creativity and artistic vision should expect cookie cutter solutions.
Comment by Nick -
Mark, I have a couple of ideas:
1.Free Promotional DVD’s at your Mavs games. Including trailers not seen on TV.
2.Movies need a TV hook. Blair witch did that to me. One day I’m watching some documentary about Blair witch, at this point I didn’t know it was fiction, the TV show made it look like some real strange phenom, so the next day I went to the movie.
3. Cell phone interaction, promos, special deals…etc text messaged to customers. Maybe have a voting system where people rank whether they like the movie and it text messages their friends with similar interests.
Comment by Jason Bennett -
Here’s the solution. Gas stations charge the bare minimum over the cost of gas to get people to go to their station. They make their bucks on sodas, hot dogs, beer, candy, etc. Movie theaters should cut entrance prices dramatically, cut out the excessive previews that bug the crap out of people, and jack up the price of popcorn, sodas, etc. bundled in a “value pack” to force consumers to buy more than they intended. Theaters who do these simple things will lure unknowing consumers with the cheap entrance fee and then zap them at the snack bar. Good luck and don’t hesitate to ask for more ideas. I’m a retired fire captain with a host of good ideas. Frank
Comment by Frank Morales -
as you said before getting people to go the the theatere is a chellenge itslef. once you get them there, of the money they’re paying to see the movie the studio is only getting about $4 of it. my idea is not so much a solution for marketing but rather a solutuon as to how the movie is delivered to people. with iptv we have all sorts of ways to deliver media content right to the home. so let’s say you charge anywhere from 15-20 dollars for a pay per view type viewing of a new movie release. let’s say 3-4 people watch the movie on the same TV so although that’s half of what 4 people would be paying to go see a movie in a theater it’s the same ammount of profit for the studio because they’re not paying the theater. we have the technology to deiver this content quickly and securely so that the studios don’t have to worry about pirating and such. this obviously doesn’t solve the marketing problem however, i think you would have to market much less to convince people to push a few buttons on their remote to view a new release. as apposed to convincing them to get in their car, drive to the theater, wait in line and spend $10 a pop to see a movie in a crowded room with a bunch of strangers. just a though and kind of an inderect answer to your queston but a reponse no he less.
Comment by john smith -
Change 2929 Entertainment and Magnolia Pictures websites into interactive, fan-inclusive sites. Release information about projects that are being considered and encourage discussions of these projects and the cast and crew that movie fans would like to see involved in the project. As progress is made, release information about it. Release early renderings of posters or other advertising materials, early film clips or even audition clips. You could consider allowing a small part be cast by a vote of the fans. Give the fans a feel of ownership and they will have a vested interest in seeing the movie when it is released.
Comment by Steven T. Cameron -
The problem has nothing to do with the movies or the marketing, it’s that the theater experience isn’t worth what you pay for it, and it’s not much better than what you can do at home.
I know Cuban is working on the distribution problem already, and I think that if the studios are really subsidizing digital projection installations, that cost is well on its way to being reduced. There’s some “found” money in the long term.
But when I show up at a theater, I want some value in the experience. Give me value. Give me real dinner food, a glass of wine or beer, fewer ads (previews are OK). That value proposition right now is that I pay my ten bucks and get to see a movie on a big screen from a scratched up print. Respect the value of my time and dollars, and I’ll spend every week.
Theaters were on the right track a decade ago when they started building stadium seating. It improved the experience. Beyond that, the focus shifted to squeezing out every dollar from you in popcorn and soda. The truth is, I’m OK with spending more on food if it doesn’t suck. It’s why I’ll pig out at a Disney park.
You don’t have to spend a ton on marketing the movies, you need to give us reasons to go to the theater. Create value in the experience with the food, beverage and environment. Ask customers what they want! Why is that so hard to figure out?
One side note, it would help if Hollywood would reverse its blockbuster-only movement. Nearly every film fills some niche. I’d go see a nature doc with a couple dozen other people if that previously mentioned experience was still top notch.
Comment by Jeff -
to JMedeiros, re 4) If you encouraged People to Bring Their Own snacks:
Movie theatres make almost all of their money by concession sales. The vast majority of theatres only keep 5-30% of the ticket price. So they would have to sell a phenomenal amount of tickets to make up for what they lose in popcorn sales.
Comment by futureoffilm -
Hollywood faces 2 major challenges: 1) How movies are made and 2) How they are distributed.
1) How movies are made:
With regards to marketing you say, “If it’s been done before, we are doing it.” The problem with all of the marketing ideas you mention is that most of these things are done AFTER the movie is in the can. A small group puts something together and they hope like hell that it will appeal to a fair number of people so they can get their investment out of it and hopefully make a buck or two. Kind of like picking your investments by throwing darts at the Wall Street Journal stock quotes pages, eh?
With the amazing technologies available today, why not allow people to participate in the ENTIRE movie making process? If I am made to feel like I am a part of the process, I am more likely to see the end product and will also tell more people about it. Just think about the buzz on myspace.com this could create. Initially, you can survey people online as to what movies they saw in the last several years, which ones they liked and why. Also, just as importantly, what didn’t they like. If the survey casts a wide enough net, you’ll see patterns/themes in the data that can give you some good guidelines. Then you can ask (broken out by demographic), what type of movie would they like to go see? What book have they read that they think would make a great movie? The survey serves 2 purposes: first it allows you to get inside their heads and find out what they are truly interested in and second, it achieves buy-in on the part of the participant. No production company, to my knowledge, is truly reaching out to their audiences for their opinion and guidance. Many people have stopped going to the movies because Hollywood has lost touch with many demographic segments here in the USA.
When writing the script, it can be a completely open effort: post drafts as the storyline is developed for people to critique. If opening it up to the world is a bit too radical, then you could recruit a select number of people (a fair sized group within the targeted demographic) to participate in the review sessions, but allow everyone to see the progress. Several books have been written this way and even though all the content was posted online throughout the creative process, many of them sold very well. Robert Scoble and Seth Godin are two such authors.
As the movie is filmed, you could post clips for viewer feedback prior to them getting to the editing room. Should this love scene be cut? Which ending would they prefer? Allow them to determine what is important and what is not. Kind of like American Idol, movie style.
I can already hear the cries from Hollywood about losing creative control and how films will lose their artistic qualities. Maybe they are right… but I think if they had to choose between a solid hit, or an artistic bust, they’d choose the hit.
2) How movies are distributed:
Sadly, I’m convinced the theater will slowly go the route of the buggy whip maker. I don’t think they will completely go out of business, but their numbers will decrease dramatically over the next 10 years due to technology. Tivo, 60” HD TVs, Netflix… they are collectively chipping away box office revenue and will continue to do so at an increasing pace. And why not? Over the next few years, the number of homes that will have “personal theaters” will dramatically increase. Why pay 8 to 10 bucks a head to watch a movie that I have to drive 20 minutes to see (particularly when gas is $3/gallon)? Once there, I have to buy overpriced popcorn and soda, sit in a room with a sticky floor and listen to that annoying Roger Ebert wannabe 2 rows behind me that comments on every scene. No thanks. I’ll gladly wait 6 months and rent the DVD, sit in the comfort of my living room with my family, pop my microwave popcorn and sit in my home theater chair 10 feet from the large screen TV where I can rewind if I missed a line, pause for bio breaks or fast forward through scenes I deem inappropriate for my kids.
As digital movie technology is widely adapted, there is no reason movies can’t be directly sent to my home. Movie theaters will have to come up with value-added features to get me to make the trek. And no, scanning me with a hand held metal detector isn’t what I have in mind…
Comment by Mark Vay -
Are there any real salespeople left in America? Or do most people expect their business to advertise, take on risks, lower their prices, and get ripe customers in the door for them. For many industries (homebuilding, automotive, movies), the marketing hasn’t changed much in the last 20 years. Sure they all have websites and have tried grass roots marketing, but why not create a culture of sales and excellence in the industry. Don’t hire ticket takers in the theaters, create ticket sales agents. Depending on ability of the agent, it could be the best paying job any 20 year old could have…a commission based sales job that fosters entrepreneurial thinking and excitement. Some standard marketing will always have to take place to legitimize your product (tv ads, website, etc.), but your real volume numbers should come from your sales team. They should be the ones thinking about the target market in each area. They should be placing ads at the local restaurants (dinner and a movie crowd). At each cinema there should be a Director of Sales and Marketing (training, coaching, increasing revenue numbers.) Your sales cost will be a variable percentage of revenue, but if your movie can’t sell then your people don’t make commission. You won’t run into the high sales expenses on your lower revenue projects (Waterworld).
If you think of all the best R.O.I. films in the past few years (Super Size Me, Napoleon Dynamite, etc.) all were grass routes, word-of-mouth type of films. Why does marketing always have to be the same exercise…maybe everyone is wrong. Give your sales people a thumb drive with a Podcast on it so that they can give it away. Instead of desserts and cocktail menus, partner with Olive Garden, TGIF, etc. to place movie cards on the tables. Have your marketing explain to people what emotions they will feel, what they will learn, why it is worth their time instead of telling them that your movie is more awesome than the next. How can your movie help the consumer escape their reality?
Lastly, with HBO and PPV, the movie experience has to sell an experience, not just a movie. The NFL doesn’t sell out because people can see the game better, the fans love the energy. Only sign your theaters up for the best movies (don’t sell yourself short), charge premium pricing (possibly more money for center seats), and be better than everyone else. However, you must live up to the hype by providing the best projectors (HD?), the best sound, the best acoustics, and the best movies. Then make your environment different by charging your employees to sell and be attentive to every customer. There is plenty of money to be spent in entertainment (price is NOT the issue – anyone who wants cheaper tickets, you don’t want in your theater because they may pay for their ticket, but not your food). There are millions of wealthy, discerning baby-boomers coming…and they want upscale, quality items to spend their money on. Many of the products they value are due to quality, not price…Ipod, BMW, NetFlix, HDTV, etc. You have to create a culture of sales to drive that value.
Comment by Jarod -
See my response here:
http://www.cincomsmalltalk.com/blog/blogView?showComments=true&entry=3331192331
Comment by James Robertson -
I took my 5 year old to see Cars on the Weekend. Not the best experience.
1. Movie was mediocre. (Make Better Movies)
2. I’m 44. The seating is brutal. I need a recliner. Son could barely see over the seat in front. (Provide better seating)
3. We smuggled drinks and food because the prices at the concession are ridiculous and the food is not nutiritious for kids. Not that I can’t afford them, I just refuse to get ripped off to buy garbage. (Create a value experience instead of a rip-off experience).
4. If you think you are paying too much to market the movie,then take my approach to the concession stand. Don’t spend as much. I doubt it makes much of a difference. Word of mouth helps movies gain an audience, so if it’s good, you should do well.
5. Make HD a satellite station like Sirius or XM does for Quality radio content.
6. I have a Home Theatre which is great for watching Movies and the Mavs vs. Suns. Who wants to go to the movies anyhow. Beam your movies to me at home for a reasonable price. That’s the future, not the theatre.
Comment by Dave Edgar -
Traditional TV ads are dead. National print ads are dying rather quickly and internet adds are not that far behind. Our attention span is damn near zero. My suggestion is not rocket science: product placement.
We still watch our favourite shows with a passion. It’s not cheap, but getting the movie written into a script would capture the audience’s attention better than any other means currently available. Good shows always lead to water cooler talk. And talk builds to hype.
Comment by C Smirl -
Bypass the theaters.
Comment by Peter -
The Question
Mark Cuban: – “How do you get people out of the house to see your movie without spending a fortune.”
The Answer
The answer to this “Holy Grail” caliber question can be found by breaking down the question to it’s very basic element.
First, I believe the question is posed incorrectly: It’s not about you “getting” people to do anything. It’s about understanding the process of why people choose / elect to see your product. So, the new question would read…”Why do people get out of the house to see my movie?”
Possible answers:
-Because the theatre is the only place to see the movie
-Because there’s a ton of hype
-Becasue my friend said it was good
-Because it was rated well on Yahoo! movies
-Because it was raining out and there was nothing else to do
The end goal is to totally eliminate all of the top answers, you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.”
What would make people finally start to say that about the theatre experience? I think that the process will take some time, but there are number things you can do to jump start the industry, here are a just a handful I think would work immediately:
1) GPS Meets WI-FI – I am facinated with the idea of using cell GPS data to deliver internet relevent advertising. Example – I walk around or drive around all day. My phone records the GPS coordinates I follow through the day. i get home, hop on the computer..now my cell phone links to the net via wi-fi, all of the gps coordinates are comminicated toan advertising network…maybe “Ad Maverick”…ads begin to display in banners and in search results based on where I was that day…Now imagine the possibilities of incorporating movie trailers and info based on my daily activity.
2) Integrate Ice Rocket with Your Database System – This is among the most innovative ideas I have. Imagine being able to rank pages on the net, possibly even MySpaces pages, based on the number / or quality of specific movie references. So I could go to ice rocket, select this new movie tab, type in a movie, and research it on ranked pages. The owners of the sites could get some sorta kick-back. This data could then be appended to database info you keep at theaters to specific customers.
3) If individual customers could benefit from the success of a movie: I am a fan of promotions, I think if done right promotions are the most powerful form of advertising. Instead of spending 40mm advertising a movie, offer a $1-2 cash prize to a couple movie goers. Or a $10k prize awarded to each or your theatres.
4) If tech savy folks could get an instant (time sensative) upload to IPOD-like devices @ the theatre only: Imagine being able to offer the new release movie for upload only @ the theatre. The movie file could be protected to prevent copying, editing, or distribution. The customer could use a theater kiosk or approach the ticket counter for the uplaod. Pricing would have to be thought about.
4) If you encouraged People to Bring Their Own snacks: The number one barrier to theater adoption is prices, Food prices, ticket prices…Encourage people to bring snacks, lower the barrier to adoption. Sure you may lose some consession sales, but you would sell more theater tickets. People already sneak food in as it is…Maybe put up microwaves and allow people to heat-up snacks for a price…
5) Utilize Database Information to Identify Movie “Influencers” – I like the idea that someone posed on this thread, where you could keep data on customers and use it for personaliztion of services / products. I propose to take this idea 1 step further…use the data to identify “Movie Influencers” and provide the people free access to your theater. These types of people would include: Moms who take their kids to movies 2+ a month, college age kids who visit the theater 2+ a month, etc…
These are just some initial ideas..but remember you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.” This challenge will take more than one off ideas. It’s going to take a group of creative, imaginitive folks who are driven by the challenge.
Thanks Mark…good luck
Comment by JMedeiros -
How about different prices for different movies? This is the only business in the world where you charge the same amount regardless of the cost of production. A $150 million movie costs as much to see as a $5 million movie. That’s why $9 million for “Clerks II” is a good take but $8 million for “My Super Ex-Girlfriend” is going to get someone fired. Quit selling BMW’s for the price of VW’s.
Comment by Tom O'Keefe -
In order for any other type of marketing of a film, other than traditional types, to work successfully, the film has to be something compelling to a target audience.
Case in point “An Inconvenient Truth”, Al Gore’s global warming seminar committed to film. This movie had virtually no advertising budget and stars someone who’s about as exciting as a Campbell’s soup can, but has now made MANY more times the cost of filming back at the box office, which, based on the number of screens that showed it, is phenomenal.
Mark, we’re sitting right in the middle of the answer: BLOGS.
Before “An Inconvenient Truth” was ever shown on a screen, the liberal blogs lit up like a Christmas tree promoting this movie. Without fail, they all linked to the movie’s web site for release dates, to Fandango for ticket availability, to interviews Gore gave about the film. Here’s the kicker: it didn’t cost a dime in the production or promotions budget. The target audience took the promotion of the film and ran with it.
Any film maker has the advantage right out of the box. He/She knows the subject of the film and the target audience before casting even starts. All you need is one, maybe two people, to identify blogs and web forums that deal either with the subject matter of the film or the target audience of the film, and start the buzz in the Houses of the Interested.
Here’s another positive offshoot of this approach. When you talk directly to the members of the ticket-buying public about a particular movie, you could very well avoid pre-production mistakes that can kill a film before a frame is shot, like casting the wrong actor or actress for the lead role, picking the wrong director or location for shooting, and on and on.
This is not to say that you give up control of the film to the public, but if it’s clear that the target audience hates the pre-production choices of your film, no amount of flashy film making or advertising budget is going to rescue your film at the box office from a disinterested public unless the reviews compare the film to “Gone With The Wind” or “Citizen Kane”, which isn’t likely given Hollywood’s current products.
Comment by J. P. Spencer -
With the sale of the ticket provide a password to access the movie online. The risk of piracy is already there so the additional risk of people giving passwords out to those who haven’t seen the movie isnt huge. If you’re trying to sell the “movie theater” experience, then this will entice to go to the theater because everyone likes the idea of getting something for free. Now this will inevitably curb dvd sales so maybe make this a limited time password (i.e. good for a month after having bought the ticket) with the option of renewal. The offset lack of cost for producing the DVD v. sustaining a website should help to make up the lost revenue from the loss of DVD sales and the selling/trading of passwords.
Comment by Jason -
The Question
Mark Cuban: – “How do you get people out of the house to see your movie without spending a fortune.”
The Answer
The answer to this “Holy Grail” caliber question can be found by breaking down the question to it’s very basic element.
First, I believe the question is posed incorrectly: It’s not about you “getting” people to do anything. It’s about understanding the process of why people choose / elect to see your product. So, the new question would read…”Why do people get out of the house to see my movie?”
Possible answers:
-Because the theatre is the only place to see the movie
-Because there’s a ton of hype
-Becasue my friend said it was good
-Because it was rated well on Yahoo! movies
-Because it was raining out and there was nothing else to do
The end goal is to totally eliminate all of the top answers, you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.”
What would make people finally start to say that about the theatre experience? I think that the process will take some time, but there are number things you can do to jump start the industry, here are a just a handful I think would work immediately:
1) GPS Meets WI-FI – I am facinated with the idea of using cell GPS data to deliver internet relevent advertising. Example – I walk around or drive around all day. My phone records the GPS coordinates I follow through the day. i get home, hop on the computer..now my cell phone links to the net via wi-fi, all of the gps coordinates are comminicated toan advertising network…maybe “Ad Maverick”…ads begin to display in banners and in search results based on where I was that day…Now imagine the possibilities of incorporating movie trailers and info based on my daily activity.
2) Integrate Ice Rocket with Your Database System – This is among the most innovative ideas I have. Imagine being able to rank pages on the net, possibly even MySpaces pages, based on the number / or quality of specific movie references. So I could go to ice rocket, select this new movie tab, type in a movie, and research it on ranked pages. The owners of the sites could get some sorta kick-back. This data could then be appended to database info you keep at theaters to specific customers.
3) If individual customers could benefit from the success of a movie: I am a fan of promotions, I think if done right promotions are the most powerful form of advertising. Instead of spending 40mm advertising a movie, offer a $1-2 cash prize to a couple movie goers. Or a $10k prize awarded to each or your theatres.
4) If tech savy folks could get an instant (time sensative) upload to IPOD-like devices @ the theatre only: Imagine being able to offer the new release movie for upload only @ the theatre. The movie file could be protected to prevent copying, editing, or distribution. The customer could use a theater kiosk or approach the ticket counter for the uplaod. Pricing would have to be thought about.
4) If you encouraged People to Bring Their Own snacks: The number one barrier to theater adoption is prices, Food prices, ticket prices…Encourage people to bring snacks, lower the barrier to adoption. Sure you may lose some consession sales, but you would sell more theater tickets. People already sneak food in as it is…Maybe put up microwaves and allow people to heat-up snacks for a price…
5) Utilize Database Information to Identify Movie “Influencers” – I like the idea that someone posed on this thread, where you could keep data on customers and use it for personaliztion of services / products. I propose to take this idea 1 step further…use the data to identify “Movie Influencers” and provide the people free access to your theater. These types of people would include: Moms who take their kids to movies 2+ a month, college age kids who visit the theater 2+ a month, etc…
These are just some initial ideas..but remember you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.” This challenge will take more than one off ideas. It’s going to take a group of creative, imaginitive folks who are driven by the challenge.
Thanks Mark…good luck
Comment by JMedeiros -
OK – I’m sick of IT services and outsourcing and would love to get into another business.
On the actual movie side – invest in new, innovative ideas, not predictable “blockbuster” material. Make thoughtful movies that don’t require a huge budget. I don’t know what “Wordplay” cost to make, but it was 100X better than “Superman Returns.” Any movie that is too aggressively marketed through mainstream media raises suspicion from me, as I always know that the studio is throwing good money after bad trying to get butts in the seats of a terrible movie. Smaller well crafted pictures generate their buzz on the festival circuit and get noticed without too much money thrown behind them. The bloggers and media then catch on and pump the movie up further. I would focus on those. I don’t think the solution lies on the marketing side, I think the economics can change more readily on the production side.
On the theater side, the experience is too generic. The popcorn and candy are the same everywhere. You could be in a theater in Detroit or Miami and they would feel exactly the same. Theaters need to raise the bar for the prices we pay. Alamo Drafthouse in Austin has it right. You can get a bottle of wine and a decent meal with a full service waitstaff. But if you don’t want to pay for all that, you can just order water and still enjoy the experience. I hate going to other theaters now because I’m used to settling in well ahead of the movie, watching the hilarious and quirky shorts they run before the show, and ordering a pinot noir and a pizza to snack on during the show. Even if there’s nothing great showing, I still like to go because it’s a true escape. Other theaters with sticky floors and the piped in popcorn stench pale in comparison. And admission to the Drafthouse is the same price as admission to Generiplex 12.
Comment by Jon Gray -
Considering I stumbled across this posting and I don’t live anywhere near the Dallas/Mav fan area I’m only going off the top of my head hoping all them money I’m spending on this so-called education is paying off:
* Similar to another post, forget about the movie. Just like MTV and VH1 doesn’t focus on the videos or nightclubs focus on drink specials alone (at least really successful ones). Its all about the buzz and the atmosphere created. Think of movies as a stock portfolio, you just don’t dump all your money into one stock…unless of course your rich and this is 2004 and you know there’s a Google IPO coming up.
But your loaded so that was a moot point.
Now I’m just typing to be typing. Damn I hate when that happens!
But I digress. Okay…um…..
* Target younger crowds in unique ways. Toss out some viral marketing for the movie, make a game/contest of it in collaboration with the studios. Create buzz.
* Use alternative methods of affiliating. Utilize Facebook to target collge students (we love Facebook as much as we do MySpace).
* At my college (Wichita State University) we have student ID’s that are stored value cards that can be used at the bookstore, vending machine, copiers and at some off campus businesses as well. Why not get in on the game. Offer a discount on tickets to students using their stored card. This might be attractive to both colleges and film studios as a way to curb illegal downloading and increase movie interest. The student gets a discount and they are more apt to be involved online which is good for you.
Plus, the stored card is almost like a credit card so no physical money is ever seen. That works great for most businesses as the customer never connects a piece of plastic with actual money..out of sight out of mind.
I’d go on since I could use a great paying job after I graduate next year, but I think I’m the only one actually reading this.
Comment by Rob -
My idea only markets one particular type of film but it benefits all films in general.
I believe there should be seperate, smaller theatre venues that market directly to kids. Shows like Madagascar, Cars, Over the Hedge, should be taken out of that larger multiplexes and shown in these children’s only theatres.
You could add arcades, and pizza places, or whatever you want to it, but it has to be kid friendly. At least parents will know what they are getting when they drop cash down at places like these.
How does that benefit other theatres? Well, it takes the screaming kids out and puts them in one concentrated area where they can act like kids and not irritate older people.
It also allows the theatre to broaden their spectrum of movies without having to waste three partially empty theatres showing Hoodwinked at 9:00pm. They can screen movies like “An Inconvienent Truth” or whatever.
It’s definately not the norm, but I think it could work.
dan
Comment by dan -
Do not charge an admission fee to the movie. Setup the theater, so that people are forced to go through the snack bar and if they buy something, the movie will be free to them. Some people will buy the cheapest thing to see the movie for free, but you’ll make up for it in sales from the families that overindulge. Movie theaters make all of their money from the snack bar, anyway – right?
OR
Have theaters pay an “entry” fee into the movies and let them watch as many movies as they want. You won’t make money from the 13 year old boys that can sit through 4 movies and not spend any money, but you’ll clean-up on people willing to sit through 2 movies because they’ll inevitably get hungry and hit up the snack bar.
Comment by Chris Brass -
movie-going and theaters have become the expected. just as everything, at some time, becomes just another part of our complex lives, movies have done the same. there is nothing in the experience of going to the theater that attracts people anymore. only a truly hyped, one-a-year-type movie can still do that. otherwise, it’s the same experience you’ve been having your entire life. i have myself become bored with the drive to the theater, buying a ticket, sitting, watching, then leaving. and i absolutely love movies. but, now, i would rather watch at home. a place where expected is, well, expected.
setting that stage, my suggestion for getting people to go see movies is to stop expecting the same formula to keep working. theaters don’t offer enough excitement in repetition, such as sports, to continue to bank on things.
we need different foods. different attitudes. different layouts. different emotions from the experience. actually, it isn’t even an experience anymore. it’s a routine. that needs to break. people need to feel, not just act.
movies are still pretty decent if you filter through all the crap. it’s the seats we sit in that don’t work anymore.
Comment by timmothy -
I’m not going into any long rant about my personal views on the subject, I’m just gonna tell you about someone already having success. The Alamo Drafthouse 3 hours south of you in Austin, TX, http://www.drafthouse.com/. This is a theatre that allows you to eat dinner and drink a beer while you watch a movie, they have very unique screenings and really enhances the movie experience, they’re Downtown Austin location is legendary. They have opened new theatres and are thriving while most Movie Theatres have just upped the price of popcorn.
Comment by Matthew Dinan -
Embed your movie company in a larger company that delivers the most lucrative complements.
Specifically, a company that:
* delivers a public website that facilitates the production, distribution and monetization of video content
* leverages the website and proprietary content (e.g., movies) to establish the most liquid transparent online market for the advertisement spaces on single-creator media (e.g., blogs, podcasts)
* leverages this market to establish the most liquid online market for customized education and career services (CECS)
Of course, the ad-space market will enable precise movie-ad buys, and otherwise create enormous buzz for your movies in the blogosphere. The CECS market is likely to be the next huge online market, not least because the CECS industry can be expected to create millions of good jobs for U.S. residents, and these job-holders can be expected to dramatically increase educational and economic opportunity for all.
Much more about the above is online at http://landof.opportunitv.com.
Thanks kindly for your consideration.
Best,
Frank Ruscica
Comment by Frank Ruscica -
Mark, I would say to increase more people coming to movies, make the movies more interactive. Meaning make the audience part of the movie… Think Treasure Hunter, but in a movie.. During the pre release of any movie, inform the public that they have to look for clues in the movie to solve a particular question or complete a particular task related too the movie.
Each ticket could be pre printed with a registration code inviting the user to sign up and answer the question, (crack the case so to speak). Instant Participation. Extend the movie experience online, consumers will continue to play along with various tasks. For example, for those of us who have seen the Pirates of the Carribean, we know how it ends, but wouldn’t it be cool if you could go online and contine the quest for Jack Sparrow?
The studio could feed the consumers trivia and clues to his whereabouts encouraging them to “find” jack, the only way they find out what truly happens is by seeing the sequel!Movie goers who have played along online will be hungry to see if they won, or how smart they were… Do you see where I’m going with this?
Get Back to me, I have a dream! Do you?
Comment by Steffon Brown -
Hey Mark,
Two thing I love: The Mavs and movies. And yes, I am sucking up! Great challenge though. Coincidentally, I emailed your company on Friday in regards to job opportunities. Anyway, here is my idea.
The question you posed is a good one and certainly a growing problem for studios and theater chains. How do you get people to spend money and go to the movies? I’m gonna cut to the chase here and just throw it out there. People most likely will spend money when they think they can “win” money. Look at Las Vegas. As the old adage goes, it was not a city built on winners. Also, look at the lottery. Some people spend $100 a week, money they should probably be saving for the kid’s college fund, in hopes of hitting it big. Their thinking is low risk investment, high reward. So how does this tie into the movie biz?
When someone buys a ticket to a movie, maybe make this online purchases only, their name is submitted into a drawing to win “the Godsend lottery” for example. Give this promotion 3 weeks so your movie has some “legs” and then draw a winner. The first couple could be on your smaller budget movies and might be $25,000-$50,000 just to get the grassroots campaign in motion. As the media begins to catch wind of this and you have your winners proudly displaying a check for $25,000 there will be a public ground swell for your next movie, which will have a bigger payout. The bigger the movie’s budget for you, the more money that’s offered in the “lottery”. Now, I realize the word “lottery” might be illegal in some states so week can call it “contest”, “windfall”, sweepstakes”, whatever….It’s the like the Golden Ticket in Willy Wonka…
It’s a win win for everyone. Quality entertainment and a chance to win big $$$ for the consumer, theater chains are packed and your company makes money and gets publicity before, during and after the movie’s release.
Honestly Mark, this is the way to go. I have lots of little things that would go into this concept. If you’re interested in expanding this let me know.
Thanks,
Craig
Comment by Craig -
The Question
Mark Cuban: – “How do you get people out of the house to see your movie without spending a fortune.”
The Answer
The answer to this “Holy Grail” caliber question can be found by breaking down the question to it’s very basic element.
First, I believe the question is posed incorrectly: It’s not about you “getting” people to do anything. It’s about understanding the process of why people choose / elect to see your product. So, the new question would read…”Why do people get out of the house to see my movie?”
Possible answers:
-Because the theatre is the only place to see the movie
-Because there’s a ton of hype
-Becasue my friend said it was good
-Because it was rated well on Yahoo! movies
-Because it was raining out and there was nothing else to do
The end goal is to totally eliminate all of the top answers, you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.”
What would make people finally start to say that about the theatre experience? I think that the process will take some time, but there are number things you can do to jump start the industry, here are a just a handful I think would work immediately:
1) GPS Meets WI-FI – I am facinated with the idea of using cell GPS data to deliver internet relevent advertising. Example – I walk around or drive around all day. My phone records the GPS coordinates I follow through the day. i get home, hop on the computer..now my cell phone links to the net via wi-fi, all of the gps coordinates are comminicated toan advertising network…maybe “Ad Maverick”…ads begin to display in banners and in search results based on where I was that day…Now imagine the possibilities of incorporating movie trailers and info based on my daily activity.
2) Integrate Ice Rocket with Your Database System – This is among the most innovative ideas I have. Imagine being able to rank pages on the net, possibly even MySpaces pages, based on the number / or quality of specific movie references. So I could go to ice rocket, select this new movie tab, type in a movie, and research it on ranked pages. The owners of the sites could get some sorta kick-back. This data could then be appended to database info you keep at theaters to specific customers.
3) If individual customers could benefit from the success of a movie: I am a fan of promotions, I think if done right promotions are the most powerful form of advertising. Instead of spending 40mm advertising a movie, offer a $1-2 cash prize to a couple movie goers. Or a $10k prize awarded to each or your theatres.
4) If tech savy folks could get an instant (time sensative) upload to IPOD-like devices @ the theatre only: Imagine being able to offer the new release movie for upload only @ the theatre. The movie file could be protected to prevent copying, editing, or distribution. The customer could use a theater kiosk or approach the ticket counter for the uplaod. Pricing would have to be thought about.
4) If you encouraged People to Bring Their Own snacks: The number one barrier to theater adoption is prices, Food prices, ticket prices…Encourage people to bring snacks, lower the barrier to adoption. Sure you may lose some consession sales, but you would sell more theater tickets. People already sneak food in as it is…Maybe put up microwaves and allow people to heat-up snacks for a price…
5) Utilize Database Information to Identify Movie “Influencers” – I like the idea that someone posed on this thread, where you could keep data on customers and use it for personaliztion of services / products. I propose to take this idea 1 step further…use the data to identify “Movie Influencers” and provide the people free access to your theater. These types of people would include: Moms who take their kids to movies 2+ a month, college age kids who visit the theater 2+ a month, etc…
These are just some initial ideas..but remember you want people to say, “I went to the movie because I needed to see the movie and it’s what I wanted to do.” This challenge will take more than one off ideas. It’s going to take a group of creative, imaginitive folks who are driven by the challenge.
Thanks Mark…good luck
Comment by JMedeiros -
Mark its like this (and if someone has already mentioned it, I apologize, there are just too many other comments to read): Its all about radio. First of all radio is free, it doesn’t cost you anything except for time. Get actors, directors, producers, to go on air and promote the movie. Will Ferrill has been doing it to promote his new movie and it really can be done with any movie. You can even give stations movie premiere passes and they will inturn make 30 second promos for the movie or 10 second liners. Clearly you can’t promote every movie you make on every radio station in the country, but thats where the rest of your marketing team comes in. Target certain demographics and call producers/promotion managers and you have yourself a successful movie premiere.
Comment by Andrew Brooks -
Don’t charge for showings on opening weekend. 🙂
Or, better yet, go direct to the public on the internet, bypassing the theaters for a few weeks.
Comment by Jeremy Zawodny -
How about a club and membership account. For $19.99/month or $3.99 per DVD, you can join and get the latest movie releases automatically sent to your home (mail date is each Tuesday). The DVD is a special technology that allows you to watch the DVD twice and then recycle the disc. No need to ship the disc back. It’s fully recyclable. Plus, the disc does not need to be sent back to get new movies. If you can watch the movie now, or simply store the disc until it’s convenient to watch. People don’t have to leave the house OR spend a fortune.
Comment by DVD Dude -
You need better posters. You need dynamic images. You need trailers that properly tease people into the theater.
What’s the biggest film going right now? Snakes on a Plane. Why? Because the poster looks great with the snakes wrapped around the plane. The trailer teases us with snakes on a plane.
Here’s another thought – dress up your theaters to excite folks to come down and see that film that you own. Look at what Hitchcock did to theaters for Psycho.
Arresting images. Teasing trailers and an atmosphere that screams “Be Here Now!” Don’t appeal to the old people. They’ll come if they come. Don’t appeal to families. They always complain about why Hollywood doesn’t make nice simple family films and then they don’t show up (outside of the blockbusters). Appeal to the people in your theaters. Bring ’em back, alive.
Quit being polite with your ad campaigns. Sam Arkoff didn’t make AIP work by being polite. Don’t be afraid to be a carny. Temptation isn’t a bad thing.
What could I do for HDNet? Review materials and scream “And I’m going to withdraw $10 from my kid’s college fund for this!” Don’t play it safe and normal. People can stay it home and play it safe and normal. And those are the people you don’t need to appeal to.
Comment by Joe Corey -
Change 2929 Entertainment and Magnolia Pictures websites into more than just information about upcoming and released films. It should make the process more transparent and interactive. Release information about projects that you are considering and get the feedback from movie fans. Gather opinions about possible cast and crew. Release information about progress as you go and build interest without the advertising hype that often leads to anticipointment.
Most movie websites are only useful to determine if you want to see a movie after it has been released and you’ve already heard about it. Make your websites into places where people can go to find out what movies are in production and let them have input into the process. That will give them some ownership of the movie and incentive to see the movie when it is released.
Comment by Steven T. Cameron -
Lots of great ideas have already been mentioned…the industry doesn’t need a bandaid, it needs to be torn down and reconstructed
-movie theaters with beer and food (the paramount in Oakland is busy…they even have baby brigade where you can bring your infant on Monday nights)
-zap cell phones in the theater (legislation to allow them to be used by theater owners)
-variable pricing – a movie that cost a million to make should not cost as much as a blockbuster
-reserved seating – charge more for the best tickets and then you don’t have to get there 30 minutes before the show
-more 2nd run theaters, between first run and dvd/cable release
-tie movie stubs with discounted purchase of dvd
I hope these are the ideas you are looking for, because there is no small fix and no amount of social networking is going to get people to movies under the current paradigm.
Comment by M -
I see a theme: Everyone wants you to solve the thing they like least about theaters.
– bad movies
– no babysitters
– ticket prices
– no “Netflix” like database recording their preferences, predicting movies back to them
– no streaming release (for those who don’t leave home)
I hear complex solutions to a simple problem. The problem—no cheap way to market films—is connected to another problem: movie theaters and movie marketing are as focused on community as Wal-Mart. The result is where we’re at today, people go to the theater to connect to beautiful movie stars, not the people around them.
It wasn’t hard to market films back when theaters were neighborhood hubs for social activity. Neighborhoods have changed but the desire to connect remains. Now we see a trend of people connecting through smaller, tighter groups built around more refined interests. If somebody were to survey, “Where do you connect with your friends?” I don’t think “The local multiplex” would hit even the top ten.
Imagine ten little theaters packed out with ten different films from all over the spectrum and history, most of them one night events hosted by the person who coordinated and marketed the screening. Why did they coordinate and market a screening? The same reason people sacrifice a Saturday to clean and cook for a party. Imagine theaters returning to their previous state as gathering points for people in relationship. The movie-lovers at the center of those relationships know what their people want to watch and when they want to watch it. So give them what they need (charge them if you want to) and let them do your marketing.
Your challenge is to build a brand that represents that experience. People’s expectations are jaded toward a multiplex. Change expectations. Don’t nickle and dime ticket prices and online rating systems. Obliterate what people expect to experience from movie theaters, and be something different.
That’s what we’re working toward at http://spout.com
Comment by paul@spout -
The issue here is not that new movies suck (they do.) There’s a reason for that…people spend millions on shitty movies every weekend (You can thank the Bays and Ratners for that.) It’s buzz. Plain and simple. I’m not talking about over-the-top spending on McD’s promotions and $10 million trailers. This can be achieved with intelligent promotion to target audiences.
You’ll see an example of how effective “buzz” is later this summer with “Snakes on a Plane”. Yes, Snakes will probably top $100 mill. in a few weeks with the help on a little thing called the Internet. (I haven’t really seen any promotion for this movie at all) The thing is, internet geeks love getting excited about medocrity. Snakes will not be a ‘good’ movie, but will entertain geeks en masse.
This model could potentially be applied to every movie. Create a demographic-friendly buzz, and you’ll put assses in your seats. BTW, if it does top 100 million, you owe me a job.
Go Mavs,
Geoff
Comment by Geoff Scott -
When I was young, movies were not as expensive, and on Saturday afternoon the theater ran 3 of them, back to back. We took the bus or sometimes our parents drove us, and every seat in the theatre was filled. The popcorn and pop was the same price in the theatre that it was outside, or a little, but not much more. Parents dropped their kids off, and did their shopping, and we sat there hugely amused. Your industry has raised your standards so that going to the movies is now an event. To go for a movie and a hamburger costs teenagers $50.00 here in Canada. They can see DVD’s at home so much cheaper. Your industry needs for it to be something lots of people do almost every night. For a while in Canada they had 2 Dollar Tuesdays, they made quite a bit of money, so they raised the prices, and cheap Tuesday dissappeared.
Take a city, your choice, and run kids movies4 hours worth on Saturday afternoons. Lower the price of candy bars to something like the people pay in the super markets, and the price of pop to something more realistic. Put on movies that the kids know, and sometimes if you have a hot new first run kids movie, toss it in, fill the theatres, and teach young people that this is a good way to spend some time.
On hot days have heat wave specials where you charge a few dollars for admission and as always make people thing they got a deal on popcorn and soda. Too many people view your food and beverages as a rip off, and well they are, stop being so greedy. Recently there was a heat wave in Ontario Canada, how much money could have been made if during the hottest part of the day the Theaters were running double bills at a reasonable price, heck it’s summer, and it’s hot, how many mom’s would have given anything to have a safe entertaining place to get their kids out of the heat. There should be childrens favourites running every afternoon in every theatre in North America. and they should change every three days so the kids can spend 2 afternoons a week paying you money. Maybe not a lot of money, but you are showing them old favourites, and are already in the black for them. A movie theatre filled with squealing little bums at 3.50 a head Saturday afternoon is better than a theater with 10 people at $12.00
Good Luck with this, Owning theatres used to be a gold mine, you guys have really screwed it up.
Comment by Peter -
Mark Cuban, there is no way you will get people like my father out of the house, none. He watches a few movies per month from the comfort of his easy chair and has no interest in social networking, movie theatre memberships, or affiliate promotion. My suggestion is keep movie prices high and to cohabitate a theatre with an office building so as to receive regular rents on the building when movies are not being shown.
Comment by Earle -
The industry is shifting from a ‘one size fits all’ to a niche mentality.
There is less and less ability for the customer to be forced to adapt to you and more of adapting to what the customers want.
There will not be a give 20% discount and all will be well answer.
You will have to make it be different things to different people.
For example:
My wife will get a group of friends to see a $1 movie and bring all of the kids at 12:00 in the summer. The movie is not important, it just has to be a kids movie. And actually seeing a movie that the kids have already seen is safer.
Teenagers, yea they are influenced by advertisement. The latest movie and late at night and a ‘hip’ atmosphere that is important. Thier goal is to get out of the house, and be part of what is exciting.
When we go on a date night, there are several different attractions. The whole goal is to get out of the house. Sometimes a quiet evening with not much concern for the movie, and sometimes as group, sometimes we go for a specific movie.
Other groups that we are involved in would be a huge oppertunity to go see something relavant to that group.
Comment by Mike -
Comments 59. and 63. are on the right track (try to use a market mechanism to determine the correct pricing for a ticket), but haven’t gone into enough detail to come up with a workable solution.
If we are looking at the movie theater business as a revenue-maximizing problem (and assume more-or-less fixed marketing costs), one obvious potential solution is to use a multi-unit auction format that attempts to maximize the revenue from each screening of a movie, rather than maximizing the revenue per ticket. Movie seats are perishable items, so (within limits) it makes sense to try and fill the theater for every screening. Of course, filling the theater also increases the number of people that have seen the movie and can generate buzz around it.
The fairest multi-unit auction (and the one with the best chance of filling the theater) would work as follows: assume a screening with n seats. Customers bid by indicating how much they’d be willing to pay for a ticket to that screening. Then you take the nth highest bid, and everyone who bid *above* that number gets a ticket, at the price of the nth bid.
Assume a theater with three seats. Ten people enter bids for tickets, at $1, $2, $3, $4, $5, $6, $7, $8, $9, and $10. We take the third bid from the top ($8), and the top three bidders pay $8 each for tickets (and no one pays more than he/she bid). We now have revenue of $24, more than the revenue ($18) of pricing tickets at $9 (we have only two people willing to pay that price, so we won’t sell all the seats). Lowering the price to $7 makes no sense, as we can already fill the theater at $8 a ticket. If we have five seats to sell, the price per ticket is $6, which although lower than our original $8 ticket, still yields more revenue ($30 for five tickets) than the $8 price ($24 because we sell only three of our five seats).
A multi-unit auction format also solves the problem of what to charge for matinee tickets, what to charge for tickets after a movie has been in the theaters for a while, how to maximize revenue for the opening week-end, etc.
Obviously there are issues with this plan, among them the simple fact that it might be hard to explain how the auction works to the average consumer. But if used for select screenings (especially for geek-friendly movies), I think it’d be worth a try (and just the buzz from the first auction could help promote the film).
Comment by Jack DeNeut -
I think we have to look at the world of sports entertainment to guide us in this process. So many sporting events now are just one piece of a much larger puzzle around them. Take a look at few examples.
College Football- We no longer arrive at the game 30 before it starts then leave for home after the final second. It is an entire day’s event. RV’s role in the night before. There’s food, recreation, pre-game rituals. The stuff around the game has become bigger than the game. But thats okay, it still helps college football.
NASCAR- Same thing on even an bigger scale. People arrive days before the event, campout, eat food. Some people do not even go to the acutal race, but watch it from their motorhome. Again, great for NASCAR.
This idea also hold true for other entertainment venues. People and families want the “big” event, lots of things to do, see, eat, experience. Festivals, fairs, amusement parks, water parks, theme parks, all day events. That’s where the money is being spent.
So, the big question is- How do we take this philosophy and tie it into movies.
First, it is already being done in the form of film festivals. Film Festivals, once for the wierd, odd, indie crowd, are now become more mainstream. However, we’re not taking about more film festivals as being the solution.
The answer is in how we surround the movie with things that attract people to see the film. This is where a radical approach needs to happen. The stand alone theater is outdated. Theaters need to attach themselves to other entertainment venues, and I’m not talking about a mall. Imagine if the major theme and water parks had large theaters within thier walls and were part of the park experience. A family walks around in the heat for 5 or 6 hours doing the rides. The kids are getting cranky and the parents are hot. Maybe it’s time to hit the theater in the park to see the new Cars movie. I know some parks already have a theater or two, but that’s not what I’m talking about. This would be an entire theater complex with all the new releases, not a movie about the history of bubble gum.
The bottom line is there has to be an attraction for the family. There has to be more. It has to be part of an “all day event.”
Just my thoughts.
Comment by Scott Engbrecht -
Idea #1:
Have your engineering staff devise a mobile movie theatre. Whether by land, sea, or air… as long as you make the setup of the theatre itself as “cool” and as RubeGoldbergish as possible, that, itself, will become part of the show — and the public knows a good show when they see one. Strike one and only one print of a given movie, then have your mobile theatre tour the U.S. — if not the world — with it before the “real” run. Gasoline is not cheap right now, of course, but I bet that changes in a hurry once we put down the insurgency in Iraq. 🙂
* * *
Idea #2:
Bring back the serial. Produce an action-heavy/FX-heavy/funny/weird serial, have each chapter play before an at least semi-appropriate new feature, and of course don’t release the serial on DVD until all the chapters have been shown theatrically. You might have noticed that quality special effects keep getting more affordable. You also might have noticed that people have been spotted paying for just the trailer of a much-anticipated movie and then walking out. In this way, you may well get the same people coming out to see 12 or 14 or 18 of your movies instead of just one. Since the Landmark audience tends to skew older, you might find it a fine idea to produce the first new Flash Gordon or Buck Rogers serial in about 60 years.
Comment by Jack Maxfield -
It is about the product, Mr. Cuban.
A company should not need to spend the retail price of the product in order to attract customers to purchase it.
I work in the Detroit auto industry.
(And I’m staying, but thanks for the job opportunity.)
We are on the wrong end of the economy of selling cars right now because we have been making product that the customer doesn’t want. We’ve been listening to ourselves, not the people with the checkbook. Over the decades, competitors have come along and eaten our lunch. If we (the US Auto Industry) had taken care of our customers by listening to them and providing for their most basic wants, there would have been no opening for other products. So now we offer huge incentives in flailing attempts to attract customers. Does that sound familiar?
Similarly, the movie industry has been paying attention to it’s own internal voices but not to the voice of it’s customers. And now there is competition for our entertainment dollars.
Virus Marketing (which is one of your suggestions) is not going to get more people into movie theatres any more than “rebates” and “gas cards” get people to buy products customers don’t want.
I can assure you of this – produce a good product and people will pay a fair price for it.
I’ll tell ya what, here’s a good idea for you: How about you form a movie production company here in Michigan. We have lots of hard-working people who will compete for those jobs. We have plenty of big buildings to create indoor sets and use CGI for the rest. Production can run nearly year-round because without the distraction of nice weather – shows can create more content.
But in order to make it work, you have to start by structuring the company as a business – with business people at the help. Not with “entertainment” people. This problem Hollywood faces is similar to the problems of the US Auto Industry in this way too. We have gone through cycles where we put an “engineer” in charge and the company would make exciting products but lose money. So we would switch to a “bean counter” and the company would make a profit but have boring products.
Does this seem familiar to Hollywood’s current problem? Lots of incentives to purchase the product? Lots of creative output but nobody holding the purse-strings?
I’ve read that some of the best “inventions” are where someone applies a concept from one field into an entirely different field. Well, here’s an idea and a chance to apply it. Study what the non-US auto companies have done to become such juggernaughts in the US auto industry. Then apply those concepts to the US movie industry.
Good luck.
I look forward to sitting in a theatre someday, enjoying your success.
Comment by _Jon -
Mark, this suggestion may help.
When you buy a ticket for a movie for the theater you should receive a ‘credit’ for 1/4 off the DVD when released. If you buy two tickets, you receive a ‘credit’ for 1/2 off the DVD. Set that as the maximum you can get off of a DVD though, 1/2 off. If you buy 100 tickets, you can only get credits for 1/2 off the movie you just saw in DVD format.
This should only be redeemable directly after the movie has played in the theater though. Have a little stand in the theater where customers can redeem their credits directly after the movie. The DVD should be shipped directly to the customer’s home. (This will also help theaters market directly to their customer base with email notifications and snail mail marketing to YOUR CUSTOMER BASE!)
By doing this, you’ll eliminate the issue of folks not going to the theater because they can buy the DVD when it comes out. Lots of folks say ‘We’ll get it when it comes out on DVD.’ They’ll feel like they’re not throwing away $20 to see a movie (if it’s crummy) if they can see the movie in the theater and buy the DVD both for about $30. Also, I rarely want to see a movie just once! This would allow me to see the movie and purchase the DVD together.
To make this ‘really’ work, and if you really want to hit a home run on this, ship those DVDs to ‘preferred’ customers a week before the DVDs are released in retail stores. You’d have to work with the studios on this though!
You see a movie and say, I can’t wait for this to come out on DVD when you’re walking out of a good movie. Then you are able to order the DVD there, have it shipped to your house and receive it a week before those who didn’t go to the theater to see it. It’s a win, win situation!
I think one or more of these suggestions could really benefit the theater business. With a little tweaking to this module it could really improve sales.
So, when do I start?
Comment by Aaron -
Television is very developed in our modern world. Practically a television set costs in every house. Therefore people which inlay a money in development of television will never remain in a loss.
The more so young men very carries with this
Comment by Puhanov Roman -
tie it into kids fundraising. almost any activity has some sort of fundraiser(candy, carwash etc). sell them in the spring for a fall opening with the kids getting a buck for each one sold and some free tickets if certain goals are met. just an idea, but remember, almost any fundraiser is a beating for parents.
Comment by john acton -
Mr. Cuban,
Take a look at my blog, especially the “MMM’s Greatest Hits” series of links off to the right. I think you’ll see I’ve given a lot of thought as to how to change the marketing of movies. If you think my stuff is strong enough I’d love to brainstorm with you.
–Chris Thilk
Comment by Chris Thilk -
There are a lot of things you can do in order to attract more people to the movies and reduce your advertising budget. Here are a few:
There will always be people who will go to a movie the first week it comes out (I was like that for quite some time). They are not your problem. The problem is the people who don’t care about watching the movie two months after its release.
Solution: Build a steps based pricing system for movies. A movie should cost $12 at the first week. But after a month, his price should be lower. (In the back end system you can also tie the price to demand. When demand start to go down, the system automatically reduce the price of the movie). You can also do a promotion where if a person goes to a movie in the first week, he gets a discount or a free ticket for an older movie.
Yes, it could mean that some people will wait a few weeks before going to the movie in order to get a reduced price, but it also mean that a lot more new people will go to see the movie. The backend pricing formula should find the right balance.
(You can also run this idea on seating places. Like in concerts. The best seats costs more than the ones in the first rows.)
Print on the movie ticket a code users can enter when they back home in an Internet site in order to get some value. For example:
– Access to screen savers, desktop background, ringtones etc.
– Free download from iTunes of the movie theme song.
– On line chats with the movie actors, producers, etc
– A possibility to register to a lottery with some cool prizes
– Access to director comments about the movie, behind the scene footage and interviews (could be even scraps from the material already made for the DVD)
– Discount code for another movie
– A discount on the movie soundtrack (via partnership with iTunes, Rhapsody, etc)
As comments here can’t be formatted using HTML, i posted my complete answer to your question in my blog:
http://www.nechmads.com/blog/blogs/shahar_nechmad_-_diaries_of_a_startup/archive/2006/07/24/32.aspx
Comment by Shahar Nechmad -
To me it seems simple… you have to get people to that point where they absolutely have to see the movie. So, what about making the first 20 or 30 minutes available online. Or, what about some kind of lead in to the movie, so that watching those 20 or 30 minutes doesn’t kill the movie (because yeah, 20 or 30 minutes may be almost a 3rd of some movies) and then get the potential audience interested that way.
I don’t think that doing advanced screenings is a great idea, because you turn the value of the movie into $0, and any time I missed an advanced screening in college, even when people said it was awesome, I waited until I could get the value as close to $0 as possible, which sometimes meant I didn’t watch it at all (sweet, I hit the $0 value of watching the movie) or I rented it.
But, by maybe getting people where they have to see the movie, they’ll go out and watch it. Shoot, if you did it just right I know that my wife and I would try to leave the house immediately to go see the rest of the movie.
Comment by Alan -
I like the free baby sitting idea. The adults would drop the children off to watch a kids movie, while they watch their own. This is the number one reason we see less movies!
Here’s another idea, send the movie’s main actors to a random theater(s). Make it like Country Music’s Fan Fair.
Comment by Robert Gremillion -
Try giving some extra value for their regular ticket (I take it that you cannot influence too much the price at which theaters will sell the tickets). Anyone who sends you a used ticket has the right to a discount on the DVD (whenever that is edited), on the VoD-edition through your platform and on any merchandise you might have with that movie. This may not increase too much your movie sales in theaters, but is a good way to spread the word a little, to sell more in later stages, to have satisfied consumers and to have their emails (since you will exchange those discounts for their ticket AND their email).
Comment by AMRS -
Mark,
Quick Pitch
I feel there is a variety of different ideas floating around too solve this problem. Many of the ideas are garbage and I feel innovation is the key to lower prices and better service in any sector or market in the United States. The U.S. in general is completely enthralled with personal computers and the convenience of using a Tivo to watch their favorite show. I feel that the growth of the internet is changing the way we watch TV. Some people watch news clips online, and others now use online T.V. players (TVU player) to watch content from anywhere in the world as long as the user has internet access. As a lazy/on the go culture in general, I feel the best way to lower marketing expenses while creating a new market would be to promote “Live Theatre” a new way to watch movies. It would allow for the movies to be seen in the home or from anywhere where a computer is connected.
Basically, you could have the first ever simultaneous live movie link between the entire world. It would be impressive and could change the way we would watch movies in the future. There are a lot of ideas that can branch off of this to create different revenue flows and this idea could be implemented fast in variety of ways. Feel free to contact me to learn more or to work on a business plan, thanks Mark.
Mark Smith (I.U. Grad)
Comment by Mark Smith -
Cool! I know some people from webdate.com who might be interested to take up your challenge!
Comment by Elizabeth -
Simple. Less ad spend, more word of mouth. Put the money into ‘kids for a quid’ (1GBP in English money) for opening weekend/weeks. As many as you like with at least one full paying adult.
This a) fills the theatre on opening weekend, b) is spread word of mouth by the kids, c) gets the movie watched and more word of mouth – and word of mouth is king.
Total cost = less than a traditional campaign. Full theatres. happy people.
I’ve seen this work in sport. My home town football (soccer) club use this periodically and _always_ sell out the ground. These kids are future season ticket holders. The cheers are a little higher pitched but it works.
Of course, you need to have good movies and believe in them for that to work – but I assume you are cool with that.
Comment by Josh Hart -
I believe paying 8-12 dollars for a movie is money well spent if you see a movie that leaves an impression on you. This is especially why you should showcase the Four Eyed Monsters film in your theaters. Not only would you be bringing in an amazing film, but you would be gaining popularity from the generation that is going to make the future of box office hits or misses.
To personally see the podcasts that Four Eyed Monsters have posted, truely shows the devotion that these filmakers have in releasing a peice of art to the world. From these podcasts, hundreds and thousands have viewed them, and most of them would gladly come to your theater to see a screening. A movie like this would get a big response.
I would gather everyone i know to a screening in my area, not only because I, like thousands of others, have been captivated by the podcasts, but because it would be great to see bigtime attention on an indie film which deserves the attention.
Comment by Lisa -
– Find your target audience. If the movie is about some farmers trying to grown corn, not too many people from NYC will be too interested. Then advertise in those locations only… maybe rent some billboards that have messages that keep people guessing… such as “It’s coming… August 29, 2005…” (the movie date.) If the movie is good enough, it will take off on its own.
– Advertise on MySpace! I don’t know how much that costs, but just put a full-page advertisement on the front sign-in page and the ad for the movie will be seen by 40m+ people in just one day..
– Send advertising postcards with catchy artwork to select locations that inclue your target audience. I’ve never found an ad for a movie in my mailbox before – I think it’d be an interesting way to go about it! Postage for postcards is relatively reasonable… sending out 20 million of them has some huge possibilities…
– I’m not sure how the movie business works, but maybe contact certain companies about using their products in the movies to help cover costs, which will allow for bigger and better advertising methods? If there are going to be 10000 shots of a computer in the movie, and they all say “Dell” on them… well, you know.
– Post flyers around college campuses.
Comment by Jeff -
I would simply reform the netflix model and make it one that sends direct email to those who participate in it. Develop a software interface where users intially enter a series of questions about their types of movie preferences(indie, horror etc…) Also have questions about storyline types, actors etc.. Then send emails to those people once a week with a list of five theater releases and five dvd releases that match their preferences. People go to movies that interest them, but only if they are aware that the movie exists, what the movie is about and where it lies in the movie genre spectrum. I have done some very small contract film marketing and distribution and I think this would be the best way to simply reach customers that already exist. Perfect example for me: Wordplay. I only went to this movie because a family member dragged me, but if I had a known this was a documentary, indie etc… I would have seen it long ago. So rather then trying to convince, one is trying to simply gather up happy customers that already exist. If they are informed they will go. Anyway the whole thing would be very cheap to develop and could only do good. I think the main reason why this isn’t done is because there is no unity amongst distribution companies, but in reality everyone would benefit because there is such variety in moviegoer preference that the gain of one distribution company over the other would be slim. However, if I’m a distribution company and I’m developing the software I’m doing some tweaking with it and putting my movies, if at all relevant, at the top of these email lists as they come out. Best regards.
Comment by Kevin Lenane -
Join the outsourcing parade. Nowadays, it is not necessary to hire high priced public relations talent in New York or Los Angeles. Somebody in Tel Aviv Israel or India would be glad to do it for a fifth of the price. Shari Arison, the richest women in the country, pays only the equivalent of 67 dollars for a thousand word article for her website Essence of Living. http://www.eolife.org. From Tel Aviv, I put several items a week in Page Six of the New York Post. I just send them by email. Richard Johnson loves the articles about Natalie Portman, Leo Di Caprio’s new Israeli girlfriend etc. Tomorrow, I will put an article in the Daily Telegraph of London.
Comment by Laura Goldman -
Idea 2
Give the film away for free. I’m in pre-production of a new feature film that will given away for free. Therefore I don’t need to worry about ticket prices or even piracy. The film is funded through adverts placed in the film. NOT product placement. This is more ‘honest’. This film contains proper full on ads presented by the main character. I get away with this approach as I have specifically written a plot and a central character who makes his living doing it.
More about the film at: http://www.projector.demon.co.uk/circum.html
Comment by Tim Clague -
Ok Mark.
Idea One
Forget the cinema – do something else. We are planning to do a film in a day, everyday, for a year. Check it out at http://www.365films.com. Its TV meets cinema meets the web. The best bits of all 3.
Comment by Tim Clague -
Mark, I think what you’re doing here is a brilliant idea. Why NOT ask the public for ideas? OK, here’s my contribution.
You start a Movie Club (perhaps with a better name). People buy a card for $50. or $100. or whatever price makes sense, business-wise. This allows them to attend a given number of movies. No expiration date and the card is transferable (after all, from your point of view, what difference does it make whose ass is in the seat?) If the price for movies happens to go up before the card is used up, well, bonus for the Club Member.
The most immediately obvious advantage to this from your point of view is that you have their money upfront, which means that it’s sitting in the bank earning interest before the movies are even released. The cards are essentially gift certificates and could even be given as Christmas or birthday presents. A “premium” card might include free popcorn and Coke with attendance.
These cards could be sold through Amazon.com and other online venues; there could even be a version that purchasers can print directly from their home computers; unique barcodes would make this practical.
There should also be an online website that the customer can access which will reserve a seat at the selected showing at their local theater. The site would communicate with the theater to tell it to remove a seat from the inventory for that auditorium, ensuring that there actually IS a seat for the Club Member when they arrive.
Upon arrival, a scanner would “read” the ticket’s barcode and let the customer avoid standing in line outside the theater, eliminating one of the biggest annoyances for moviegoers. Some multiplexes might even want to have special showings in designated theaters reserved for Club Members. No talkers, no annoying cell phone nonsense, etc. Certain showings might be “Adults Only,” meaning that the theater could serve beer or wine.
Since you’d have the users’ email addresses, you could inform them of special free “VIP” screenings of new movies you wanted to promote, impending DVD releases, etc.
Basically, what this idea would accomplish is getting movie lovers who have become disenchanted with the multiples experience back into the theater.
Yes, I want the job! I have a lot of experience with out-of-the-box promotion. Take a look at this:
crankymediaguy.com/vresume.html
Comment by Bob Pagani -
I would suggest to enhance the user experience in movies theaters.
Actual competition is home cinema. Ticket price is not a problem (how many movies tickets does make a full home cinema setup?)
You need to find something new that can only be offered in theaters.
Comment by Thiber -
There are so many networking sites such as Myspace these days that you can basically tell who likes or doesn’t like what.
It’s more than making a great movie, it’s selling it and making the customer wanting more, or in your case, making the potential customer counting down days until they can see the video.
A perfect example that comes to mind would have to be “Four Eyed Monsters”. They created this film that I didn’t see until many many months after my initial visit to their Myspace. However they send out these podcasts that is not necessarily a trailer for their film, but a taste of what they are about. I made several trips to their site waiting for another ‘episode’ of their podcast to appear because I was so intrigued by them and their aura basically. By the time I heard it was coming to my city I was seriously counting down the days to see it and would have seen it every night of its showing if it didn’t cost 20 bucks in gas to get to the theater it showed at.
How this can help you? Get what you can from videos, more than just trailers, that give the viewer something to crave more. Interviews with the actors, producers, directors, etc could show people just a taste of a behind the scenes look at the movie, but enough so that they come back looking for more.
Don’t go over kill on the movie, but just before it. To the point where if they see much more they will be totally disinterested, but so they HAVE to see the movie to get the climax, or even a closing, of the subject.
Comment by Chad -
BTW – I do not believe that people want to watch things only at home. I’d rather watch sports at a pub or the stadium so I can cheer and complain with other supporters.
Similarly, I like to go to the movies so I can share the emotional rollercoaster with others. I like to laugh with others around me. I don’t cry, so skip that one…
Cheers
Nic
Comment by Dr Nic -
I agree with the 1+ people (I noticed at least one of the 300+ comments mentioned it 🙂 who suggested subscriptions for movie chains. They would need to rejig their relationships with the distribution companies though as there is no longer a $/ticket sale occuring.
For a bonus $/yr I get free DVDs of movies I liked or didn’t get to see; from the theatre.
BTW – I don’t want the job – I just want to go to the movies when I feel like.
Comment by Dr Nic -
I think you will always have problems trying to get people to come see movies. You dont own every movie theatre so all the discount ideas are not very feasible.
A while back, I read about you trying the straight to DVD idea. I am not sure what ever happened with that, but I was certainly hoping you would start something in that area.
Itunes has millions of customers actively looking for entertainment to buy. Recently they have been selling TV episodes. The obvious problem with that is if I really want to watch the show, I will watch it on TV for free.
But, if I could buy a movie that is in the theatres, I would in a minute. I would love to watch Pirates on the plane but I’m not wasting my Friday night on it. I would sell the movies on Itunes, where millions of people with video Pods are searching for some good reason to use that damn video function.
myspace is just a trend that will wear out but the portable entertainment device is here to stay.
I’ll take any job you have, hell, id be happy to be an intern.
Comment by matt -
Here my ideas. What would make me go more often to
your theater for a movie? Something simple that does
not break the system, but allows gradual improvement.
We love free stuff, and the sense of getting more of
it if we are loyal customers.
1. Give each moviegoer a plastic stub like the
ones you get from Blockbuster, CVS or your public
library. It comes in two sizes, one for your
keyholder, the other for your wallet. You get all the
personal stuff when the customer fills the application
to get one. You will link later with the number of
credit card, zip and so for. Thats the membership,
free, no photo, almost instantaneus. This plastic
membership will allow you to collect all sorts of
statistics.
1.1. Every 12 (or the number you like) tickets bought
under the membership, get the next one free. Just like
that.
1.2. Every year under the membership gets the member
another 1/2 ticket for free. Until he or she gets a
movie for every five tickets or so.
1.3. Make national raffles for lifetime free movies
between members. Give every member a chance
proportional to the number of tickets accumulated
during the year. You may elaborate a lot on this. A
free movie prize will be reflected in the plastic
membership. Maybe changing the stub to gold or silver
to make it flashier. Lesser prizes like 5, 10, 20
movies will be great to have too. Or even free 6
months memberships for netflix, or free tivos or
Xboxes.
2. VIP Rooms. You enter the VIP room with the stub of
your just watched movie. This could be anything, but
here is an initial. I would start with a VIP room
for teens and young adults, with cheap videogames,
Dance Revolution contests, and XBox Tournaments on
the big screen.
2.1 Movie Rooms. This is just regular movie theater,
with less seats and a big DVD Jukebox with the first
10 or 20 minutes of every movie actually showing,
extended advances for futures movies, short movies,
sports highlights, videogame deep presentations, other short documentaries that are better showed on
a big screen with a good sound system.
3. Make popcorn free, absolutely free. You have to pay
for everything else, but the popcorn is totally free.
Wow.
That would do it for me: progressive discount
memberships, VIP/Movie rooms, and free popcorn.
Thanks for the dream and the free popcorn!
Comment by Rafael Salazar -
Here my ideas. What would make me go more often to
your theater for a movie? Something simple that does
not break the system, but allows gradual improvement.
We love free stuff, and the sense of getting more of
it if we are loyal customers.
1. Give each moviegoer a plastic stub like the
ones you get from Blockbuster, CVS or your public
library. It comes in two sizes, one for your
keyholder, the other for your wallet. You get all the
personal stuff when the customer fills the application
to get one. You will link later with the number of
credit card, zip and so for. Thats the membership,
free, no photo, almost instantaneus. This plastic
membership will allow you to collect all sorts of
statistics.
1.1. Every 12 (or the number you like) tickets bought
under the membership, get the next one free. Just like
that.
1.2. Every year under the membership gets the member
another 1/2 ticket for free. Until he or she gets a
movie for every five tickets or so.
1.3. Make national raffles for lifetime free movies
between members. Give every member a chance
proportional to the number of tickets accumulated
during the year. You may elaborate a lot on this. A
free movie prize will be reflected in the plastic
membership. Maybe changing the stub to gold or silver
to make it flashier. Lesser prizes like 5, 10, 20
movies will be great to have too. Or even free 6
months memberships for netflix, or free tivos or
Xboxes.
2. VIP Rooms. You enter the VIP room with the stub of
your just watched movie. This could be anything, but
here is an initial. I would start with a VIP room
for teens and young adults, with cheap videogames,
Dance Revolution contests, and XBox Tournaments on
the big screen.
2.1 Movie Rooms. This is just regular movie theater,
with less seats and a big DVD Jukebox with the first
10 or 20 minutes of every movie actually showing,
extended advances for futures movies, short movies,
sports highlights, videogame deep presentations, other short documentaries that are better showed on
a big screen with a good sound system.
3. Make popcorn free, absolutely free. You have to pay
for everything else, but the popcorn is totally free.
Wow.
That would do it for me: progressive discount
memberships, VIP/Movie rooms, and free popcorn.
Thanks for the dream and the free popcorn!
Comment by Rafael Salazar -
how about selling DVD’s before the movie arrives. You could call it “Premeire Preview” I think people would spend at least $29.99 to get a copy before the movie even arrives. You could cross promote with pizza delivery national chains, many more options…my starting salary is 1 mil. per idea.
Comment by Rene Guerrero -
High School / College Gimmick.
Market the movie to college campuses/high schools. Student presents ID at the door. School gets a point. Winning school wins a prize. Money donation, Meet & Greet with someone famous, whatever.
Touring Band Gimmick.
You make a bazillion glossy postcards. Touring bands go to your site to setup their account. They get a code. The code is put on the amount of postcards you give to them. They put the cards out at their shows. The card is good for $3 off the ticket price. Those cards get turned in. The movie theater sends them back to you. That band gets 10 cents a card. It’s a new revenue stream for them to tour on and it’s a way to grassroots promote your movie.
Comment by Joe Cinocca -
I would like to see more money out of the movie budget given to charity. When Steven Spielberg did the movie “Munich”, I talked to his spokesman Marvin Levy about donating money to both the Israeli and Palestinian Olympic teams. I had recommended the bobsledding team called the Frozen Chosen. I would have gone to see the movie if that had happened.
It would be nice if the the producers of a movie about Enron would donated money to the Enron families.
When Charlize Theron does a movie about sexual harrassment in the mining industry, it would be more believable to me if she did not appear on Oprah but rather gave money to help those women.
Going to the movies should be a feel good experience all around.
Comment by Laura Goldman -
The money is not in movie theater anymore. Who wants to pay 9 bucks to have people chewing and drinking around you and not even being sure the movie is worth it.
Solution : 3DVisor glasses
http://3dvisor.com/
People will buy or lease a package (3D glasses to plug on computer or portable hard drive + subscription to watch the movies + option of small portable hard drive like a MP4 Player)
With the portable hard drive they can watch the movie anywhere (laying on the bed, on the beach, plane, commute trip…). Or the price is less expensive if they choose not to get the optional portable hard drive and to use their own portable hard drive (mp4) or to watch it on their own computer.
The leased portable hard drive can be of just 4-5 Gigas.
So this is for one person, for several people ? Wireless 3d glasses linked to the hard drive with a wireless router. A full household can be watching a movie at the same time in different part of the house or together and then they can all share their impressions in the comfort of their own home.
All the right products are out there, someone just needs to put them together in a package to ensure convenience to the clients.
Comment by Philippe -
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Sidekick II ………….$100
sidekick 1…………..$70
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and many more available in store and legit buyer needed.
Comment by Missy Mary -
Everything studios think about movies is wrong. It all really boils down to that. Myopically concerned with the first 3 days as the measure of all things, studios create events out of thier films and are constantly swinging for the fences on every pitch.
The truth is the economics of the motion picture industry are all wrong. We’re in the pre-salary cap era where studios spend without abandon to try to build the super team film and then are left clueless when they don’t even make the playoffs.
What studios need to do is to diversify thier film offerings. Rather than spend 200 million on 1 film, look at doing 10 films at 20 million, or even 20 films at 10. And not all those films should have huge campaigns behind them. Some films need time to find their audiences. Time is the greatest asset you can give to a film. I’m a big fan of rolling good films out and letting the word build on them. The film The Puffy Chair has been running in Portland, OR for 6 weeks and each week has been strong… Why? Becuase it’s been given a chance to find that audience… Budget for the film under 50K
It’s easy to say how bad many of the movies out suck, but the truth is… there are great films out there, but no one will touch them because they don’t know how to market them. Take Four Eyed Monsters. I saw the film 2 years ago at Slamdance, and it’s a film people are clamoring to see, yet no one will give the quirky modern love story a shot.
The truth is, there isn’t a one size fits all way of marketing films. Each film might need a different path to find its audience and again some need more time than others. But I can tell you what doesn’t work… The same ole same ole marketing campagins. Audiences have been burned too many times by big hype and a less than stellar follow through. It’s tough, but the bridges to audiences are well singed over the past few years… And they need to be rebuilt.
The best way to do this is to really focus marketing and promotion on the PEOPLE who make these films happen. People like to root for people, filmmakers… actors…people! So open the door between the world and the people who make the films. Look at Eli Roth and the way he’s reached out and connected with people about his films… Morgan Spurlock is a huge model of taking the show on the road and making a fan one person at a time. Same with Kevin Smith. Again I point to Erin and Susan with Four Eyed Monsters and how they’ve connected their world to that of the audience.
People WILL go see movies in theaters and you don’t have to spend a fortune to get them there… But you do have to give them a reason, and more of the same isn’t enough… They want to connect and root for people… One could say that Pirates would have done that huge business even if they haddn’t spent a fortune marketing it, because people root for Johnny Depp.
– Geoff Kleinman
Comment by Geoff Kleinman -
Hi, Someone has probably already said this (and if they get the job good luck to them)but I think there are probably two main points to take into consideration. First, more and more people want to watch good movies when they want and as soon as possible, therefore distributing movies on the net is a good start. Second, the success of movie theatres has been the social setting they provide, unfortunately less and less people are going to the movies so you need to establish a different kind of social environment or an entirely new setting. If you provide a new social setting you can make money. Of course if your movies are crap then there is no point. I have some other ideas but I would end up writing forever. In any case it sounds like an interesting challenge.
Comment by Todd -
You own a TV station – so take Project Greenlight (with less corny scripts), but track from the slection process through to production.
Throw in an element of Idol meets Snakes on a Plane, and by the time you come to market the invested community become the audience (and marketers) for the move. It’s not about creating buzz for it’s own sake. Create the interesting idea, and buzz will follow.
Post release, your release at once sale in theater is both the film, but also the DVD of the making of series.
Comment by Euan -
Nowadays, people can recreate the movie experience at home with the technology that’s out there. But people still enjoy going to the movies for the big screen and shared experience with others.
So why not try to bring the ‘home’ experience to the movies? As an experiment, build one theatre inside a megaplex that holds only 20-50 seats. Allow people to reserve the theatre during the day, to see the movie they want. Have menus waiting for them with the different snacks, either paper copies or interactive touch screens that accept credit cards. Position the seats so that people can order at anytime during the movie, and a server can reach them without disturbing others. Show a commercial with people lounging in recliners with their feet up, pushing a button and getting a tray of junk food, and watching the newest release, people will come out. Hell, just thinking about it makes me wanna drag a lay-z-boy into the nearest theatre.
And don’t limit the movies to new and current releases. Let it be a true ‘on demand’ experience, and let the people order the movie they want. I’m sure there are a lot of older movies that younger and older people would love to see on a big screen. It would be easy to fill a 50 seat theatre with Lord of the Rings or Star Wars geeks all dressed up, or perhaps a smaller audience (book or movie club group) for an artsy-fartsy movie that leads to a post-show discussion in another room with comfy chairs (and an opportunity to purchase more concessions 🙂 Beyond that, you could have birthday parties, wedding receptions, whatever, as long a minimum charge is set to make it worthwhile (10 tickets, 20 tickets, whatever the price break is). Offer limo service to those too lazy (or drunk) to make it out. How cool would it be for a guy or gal to surprise their significant other with a night for two at the movies in a real theatre, while being served, so that no one has to get up an go to the fridge?
The possibilities are limitless, but the point is, the theatre experience has to change, and become more intimate. You’re more likely to remember the night you saw movie X with your wife/husband or 20 of your good friends, than worrying about getting to the theatre 30 minutes early so you don’t get stuck all the way in front or missing an important scene because of a loud kid or someone on their cell phone.
And for those who say, “make better movies,” No shit. But even those don’t always do well. People either want to see a good story, or a lot of stuff blown up. That formula will never change. Word of mouth and affiliate programs aren’t enough to drag people out to the same old movie theatre. You have to change the experience.
Comment by csr -
So funny to read you from where i live….Brussels (belgium).
Nice blog, really !
Regards.
Reno
Comment by reno -
I see your job offer is getting a lot of response, pretty cool. Anyway, here is the answer to your question.
I like to watch formula one races, but I am busy like everyone else, so I missed a lot of the races on cable because I forget or don’t know when they are on. Then I signed up for the formula one email list, now they email me the day before each race and since then I have seen every single race that has been on cable…. Think for a second how powerful that is, for the price of a couple emails they converted a person who watched maybe 30% of their races into a person who now watches 100%.
How did they get a 70% increase in what I watch, they send me information so I know who qualified and in what position, information that I didn’t have before but now that I have it I am interested and I want to see more.
Ok, here is the million dollar idea, if you had a data base that knew why I watched movies, and could target me with specific information and deals, tell me more about what I want to know when I want to know it, then I probably would go to every movie you emailed me about.
Set up a website so I can go there and check off the actors I like, the types of movies I am interested in, then send me information about the movies that no one else has. Tell me something interesting about Johnny Depp that happened while filming a couple weeks before his movie is release, build up my interest and get me involved in the process, then when you send me the email that the move is at the theater I will run down there to see it along with the other 200 million people in your email data base. Build the proper amount of suspense and anticipation along with the information that I want and you can fill your theatres for the price of some emails. Then you can take all that money you saved on advertising and buy yourself something nice.
Comment by The Movie Man -
There have been several posts “dissing” the younger generation, yet they have the most expendable income of any demographic. Overlooking them is perhaps the most foolish idea I’ve ever heard of.
Instead, embrace youth and technology by adding interactive component to your movies. This could be tiered to work with any movie.
Blackberry type devices that allow for instant messaging, polling, and voting during the movie.
Taken to the extreme, you could allow the audience to control the outcome of the movie.
Think “Mystery Science Theater 3000” or in the later case, a chose your own adventure game.
I posted a little more on this idea on my blog at http://www.yugflog.com.
Hope to hear from you soon.
Comment by Chris Rogers -
There have been several posts “dissing” the younger generation, yet they have the most expendable income of any demographic. Overlooking them is perhaps the most foolish idea I’ve ever heard of.
Instead, embrace youth and technology by adding interactive component to your movies. This could be tiered to work with any movie.
Blackberry type devices that allow for instant messaging, polling, and voting during the movie.
Taken to the extreme, you could allow the audience to control the outcome of the movie.
Think “Mystery Science Theater 3000” or in the later case, a chose your own adventure game.
I posted a little more on this idea on my blog at http://www.yugflog.com.
Hope to hear from you soon.
Comment by Chris Rogers -
Hollywood is a fucking joke. It’s so simple. Good movies make GOOD money. You put out like 5,938484793579433 horror films a month that SUCK!!! The writing is shit. Lame ass rappers may be popular in tinsletown but middle america could care less about some thug in his acting debut. You can market a movie any way you want, that still won’t guarantee asses in the seats. So, what do you do? You let US, the audience decide. BEFORE you greenlight a script, test it out on opinion polls, see if people even care about seeing that type of film. Test audiences can only do so much, because then it’s pretty much too late without wasting more money. Your myspace idea, I’m sorry…but no. If I had one of my friends constantly trying to push or advertsise a movie that I had already made up my mind that I wasn’t going to see, it would just be obnoxious and annoying on their part. And, the major thing on why most adults don’t go to the movies is the price and the people…there are barely any movies out there for their age.
Comment by Alicia -
i want my 4 eyed monsters!!!!!!!!!!!!!!!!!!
Comment by MattIE B. -
In my opinion there should be more original films shown. there is a lot of indepentdent films out there that aren’t given the recogintion they deserve. for example there is a new indie film out called Four Eyed Monsters. the directors have brought a lot of the new, fresh creative qualities that people are looking for. the directors have a video podcast that is amazing and extremly entertaining. it is very popular and i guarantee that if you showed their film in your theaters you will be pleasantly suprised at the satisfction of your viewers. i know that if this film was in a theater in my area i would bring as many people as i could to see it.
This is what your looking for if your looking for change. New, Creative, Artistic, Original, Indepentant film. something that we haven’t already seem a million times!
Comment by Lauren Nunez -
Hey, ok, first of all, I agree with the people who say “make
better movies”. Sure you can spend outragious amounts of money marketing crap
and people will go see it, but if you spent half of that money doing surveys on
what people (especially young people) want to see, you would score big. People,
like my friends “the four eyed monsters”, are marketing their films
independantly. This makes them cool. They are doing it regardless of the
system’s bullshit ignorant politics. This is the future of marketing and
distribution. Giving people what they actually want to see, not what is
oversaturated and shoved down people’s throats.
Comment by Travis -
My post 350 was directed to post 349.
I agree with post 351!
Comment by jh dfgd -
That might have worked from say…oh, the beginning of time throught the ’90’s, but things have changed a little bit 🙂
Comment by jh dfgd -
I think the movie business is just one of many businesses being affected by what is effectively procrastination. You, as one who owns a sports team, should realize the beauty and the security afforded by this. When there is a game, for example, that is the one and only time any given fan will be able to see that exact game; for, the exact same event will never happen again. This is how you get people to attend series-type championships. Moreover, one must plan ahead to see, what one would expect to be, “a great game.”
Unfortunately, movies as they stand today are static, and can be seen by anyone at least 20 times a day at megatheater on opening week plus a couple weeks, and still at least 5 times a day throught the film’s box office run; but, even then, one can just, “wait for it to come out on dvd.”
Thus, one has one of two options to increase demand for a movie: vary each screening of the movie (which is unfeasible– Clue tried this with their alternate ending stunt), or restrict showings of the movie in its original form. Clearly, the latter is the closest any producer or distributor can get to replicating the uniqueness factor of live events, while still retaining the inherently static nature of the film. Several methods arise to accomplish this, which could be used in-tandem or individually:
1. Restrict opening month showing slots. This does not mean restrict theater rollout, but rather opening the film in all cities it would normally open in, but restrict showings to a couple a day. People wait in line for many midnight showings of movies simply because they want to be the first to see it for a variety of reasons, including the feeling of being special.
However, this is counterintuitive to mainstream boxoffice rollout. A big fuss is always made about record weekend box office numbers without taking into account longer-term numbers, which clearly are a concern else you wouldn’t be writing this blog.
Perhaps some of the best examples of this are Broadway musicals. Without referencing the diminishing popularity of conventional theatre, one must still admire that even with only showing two shows a day, they can still charge well upwards of $100 dollars a seat (for good seats), make pocketfuls, and still manage to run for years (as opposed to months). The result? It’s nearly impossible to buy a good ticket at the box office the same day of the performance.
Of course, this works happily. It requires people to plan ahead if they want to go see the new hit movie. They end up having to buy their tickets online to reserve their spots. They may end up even forgetting to go or might have a scheduling conflict arise. In either of these cases, their seats will be released to the hungry crowd outside.
2. Put less on the DVD. Increasingly, more and more features are being added to DVDs, which in turn, make the idea of buying/renting the DVD instead of simply watching something in the theatre considerably more attractive. Why pay $10 bucks to sit in a confined space, eating food that’s bad for me, with a massive guy behind me talking on his cell phone, with the sound too soft and a baby crying– all to see ONLY the film– when I could simply forego the whole “experience” of the the movie theater? I could sit in front of my MASSIVE 1-acre long big screen TV, eating a cucumber, watching the “behind the scenes” and listening to the director’s commentary.
Want to get more people in the theaters? Nix all of that from the DVD and and maybe put it in seperate “artistic” showings of the film only (possibly at arthouse theaters that serve alcohol and have more comfortable chairs). That way, someone pays to go see the movie, and if they like it, they go and see the behind the scenes and director’s commentary, too. Plus, if the commentary is funny enough, they might even enjoy it.
Comment by Kurt Radwanski -
Hey, ok, first of all, I agree with the people who say “make better movies”. Sure you can spend outragious amounts of money marketing crap and people will go see it, but if you spent half of that money doing surveys on what people (especially young people) want to see, you would score big. People, like my friends “the four eyed monsters”, are marketing their films independantly. This makes them cool. They are doing it regardless of the system’s bullshit ignorant politics. This is the future of marketing and distribution. Giving people what they actually want to see, not what is oversaturated and shoved down people’s throats.
Comment by Travis -
FREE BUTTERED POPCORN – ALL THE TIME …
=
MORE CUSTOMERS ALL THE TIME!
How’s that for out of the box thinking?
Pretty corny eh?
Simple
Sometimes ya just gotta give a little to get alot.
DR
Comment by DR -
See the general concensus Mark?
As I stated earlier,in post 45, bring the content into the home, even fresh HQ content.
**THEATRES ARE DEAD AND OF THE PAST**
Most of the people that go to theatres, IMHO, just don’t have much of a choice.
The rebates,vouchers,lotteries,etc are all OLD gimmicks…and just an indicator of trying push a bad OUTDATED product.
PEOPLE ARE NOT STUPID, and these TACTICS WON’T WORK.
Why do you think SO MANY people have purchased so many BILLIONS of dollars in HD equipment?
Yes, we are lazy. Yes, we like our privacy, and yes, we like our homes.
If we want to spend our time watching a movie, it had better be the enviroment we expect and enjoy…OUR HOME.
The right volume, the right display, the snack and food is priced right and it is what we like, AT HOME.
Why redesign theatre seats, when the perfect seat awaits you at home? Just the place you want to be after a hard days work.
Many here have already commented on forgeting the theatres.
Post 151 has it all wrong…
The technology is HERE, IS easy to use, and is waiting for US to use it.
I am one of the fools that threw down $5,000 on an entertainment system, just so it could collect dust. Yes, I rent an occasional DVD, but, the quality isn’t there, and it is NOT a new release.
It dosen’t have to be a $5K setup either, many people are happy with the TV they own, and the lack of crappy theatre enviroment might more than make up for the big screen, but BIG Screens are getting cheaper by the MINUTE.
If you don’t act on your opportunity, someone else WILL.
Like the other guy said, 10 years later you don’t want to look back……
It dosen’t HAVE to be 1080P. You far have more bandwidth available to consumers individually, than the internet could currently provide to each individual.
No ticket stubs, no leases, no insurance, no property management, just data and boxes, of course if you played your cards right, the boxes are already there 😉
You are positioned perfectly for the NEW DIGITAL AGE. Put that Network to work, the consumers’ equipment is waiting!
Oh, and I don’t need a movie theatre to leave the house and be social.
Comment by jh dfgd -
Mark,
Better monetization of the 20 minute pre-show reduces ticket prices, fills seats and makes local merchants very happy. Best of all, your audience escapes the torture of the traditional 20 minute pre-show.
see email for details.
Comment by HighAnkleSprain -
Basically if I’m understanding you correctly you want to get more people into the theater to draw in a greater dollar amount for the producer of the film and not so much on the theater that is showing it. Well i think that would be kinda easy to accomplish if done in the right way. If you look at it from both perspectives a solution should present itself that both the producers and the theaters could market well.
Let me break it down to a normal viewing weekend scenario. Lets say I go to a new movie on saturday and really like the movie and the enviroment that I saw it in. Well it was the movie that sold me and not where I was at. Being that it was a great movie I will want to possibly go see it again. This time I decide to go with another friend who has not viewed the movie yet. So we return to the same theater and watch it again.
So here is where the marketing comes in. I present my ticket stubb from the previous visit and I get half off the second viewing and my friend pays full price for his. In comes the dollar amount. The theater eats the half they didn’t get since I came back to their theater to see the movie and the amount I did pay goes to the producers pockets and the second ticket gets split normally.
Probably at this point you wonder how this could be beneficial for all parties involved. Basically I think it could lead to a growth in the theater industry. Sure they lose out some but they have more to gain. I came back to the same theater which means i must have enjoyed the first time. Its repeat busness. I get in cheaper and will have a few extra dollars to spend at the concession stand which i might not have before since I paid so much to get in. So they get back the money that they could have on the ticket to be split and instead get to pocket it all themselves. Also the overall theater experience should get better since they would want me to come back instead of going to another theater to see the same movie again.
So basically by the theaters losing some on repeat ticket sales they have the potential to gain more. The Producers get more money back to them since peaople are more inclined to go see their movie more while in theaters throughout its full run. And as a consumer I get a break in ticket prices when taking a friend to a good movie instead of just telling him about it and waiting on the DVD to come out.
Comment by Kody Stewart -
In retrospect, maybe my first suggestion was a bit off-key.
Just partner with Hooters, start serving beer and wings and you’re done.
Comment by Chris -
There’s some incorrect assumptions floating around out there.
1. Assumption: it’s hard to get people to the theater.
While it’s true attendance is down (and ticket prices are up), Americans still spend about 8 billion dollars a year at the box office. Some one is still going to movies.
And It’s way easier to convince people that already
see movies in the theater to see your movie, than it is to find new movie goers. The focus of advertising should be on convincing people to see Good Night and Good Luck instead of Syriana
2. Assumption: Good movies market themselves.
If that were true, Mr. and Mrs. Smith ($186 million) was more than twice as good as Brokeback Mountain ($86 million). That movie was still 3 times better than Mark’s movie- Good Night, and Good Luck ($31 million). The best movie of last year by that standard was Star Wars Episode III ($380 million).
Mr. and Mrs. Smith had a budget almost 8 times bigger than either Brokeback or Good Night and Good Luck. And with 110 million dollars, you can buy a whole lot of really effective advertising. The question is how Good Night and Good Luck does the same thing with a 7 million dollar budget.
This is an efficiency problem. And so far, my space hasn’t done the trick.
What’s “the tipping point” for a movie?
Comment by Kyle Warneck -
well, I think as new movies become readily available on DVD, television, the interent, almost as soon as they hit theatres, that for the most part the majority of people who will still go to movie theatres are the true film lovers. That’s why I would love to see more independant films shown in theatres. Like right now I am DYING to see “Four Eyed Monsters”. Arin and Susan’s podcasts’ are amazing! they are sooo talented…and I want to see their film soo much! please show Four Eyed Monsters in your theatres! THAT will bring people to the box office!
Comment by Leslie -
mark,
c’mon. the internet isnt the end-all here. internet marketing is cheap. you previously wrote about newspaper ads costing a fortune. yeah, thats true. they do, but that’s because they do work.
If you confine the problem to an internet one, I have some great ideas, but not through user generated content sites. They tend to lack credibility. You need to use trusted sources, buy good adspace on good sites. I’d also go so far as to say you need to incent people to take risks with your films. i love your movies, but they require risks, give them something besides the movie.
Comment by michael -
First of all, the movie has to be not just good, but great. Good isn’t worth $9.50 admission and 2 hours of one’s life. You need to make people say to themselves “I really want to see that movie.” Not “That movie looks ok. I’ll wait for the DVD.” People don’t mind paying to see a great movie. They don’t like paying to see something that might just be alright.
So let’s say you have a film that you know is great. Now you just need to get people to see it. You want a good balance when it comes to marketing. Don’t spend more money than you have to. TV spots, magazine ads, trailers, the usual. Not too much. It doesn’t matter how great a movie is. You cram it down people’s throats 6 months before it even hits theatre’s, you’re going to turn alot of people off. Don’t go overboard with promoting it, but do enough so people know about it to decide if it’s something they want to see.
A movie has to stand out from the rest, otherwise it just gets lost in the shuffle. Take “Miami Vice”. This movie is going to bomb. Why? It isn’t doing anything new or different. You could slap any generic title onto it and it would make no difference. It’s an unoriginal cop movie that no one wants to see. All the marketing money in the world couldn’t help this film. This goes back to the “great” film idea.
I could go on forever about this. You want to know more. I’ll gladly tell you. I know what people like and don’t like.
Comment by Angry Ken -
The idea, which may already be posted (given the vast quantity of posts, I have not perused them bc I simply don’t have the time.) The idea mimics CVS or grocery store value programs, where you get a pass that gives the retailer your demographic information in return for small, but meaningful, savings or discounts or other value-added services.
I tried to post it at length with all of the other intricacies, but keep getting an error. contact me if you’d like to discuss further, i know a bunch of people who could kickstart this thing.
Comment by B -
a lot of people are saying that a great movie sells itself, and i think that is part of it, but these days the “buzz” effect online is huge. positive reviews on sites like yahoo movies, blogs, myspace, etc… really influence opinion. figure out how to master the buzz.
Comment by Joe -
I would mix movie marketing with commercial advertising. Movies now have careful product placement (i.e. a character reaches for a Coca Cola.) I would contract with Coke to advertise the movie (in their own commercials or offering free movie tickets through purchasing their products) in exchange for key product placement and/or product giveaways at theaters (free bottle of coke to ticket buyers). This would allow movie/commerical advertising to have a mutually beneficial relationship while sharing/reducing costs.
Comment by JC -
Mark,
I know you’re looking for a way to get 5 million people to see a movie without spending a fortune on advertising, but I think that’s the wrong problem to solve. The challenge should be: “how do we change the economics of the movie business to make the most money possible?”
The entertainment business is increasingly becoming about the niche. We’re seeing it in the music business with iTunes. We’re seeing it in the TV business with a million channels. Why should movies be any different?
Currently we’ve got a situation where the movie industry is spending a ton making the movies, a ton advertising the movies, and they’re counting on us as the consumers to spend >$100M watching the movies in the theaters to make it a profitable venture. The problem I see is that it’s just tough to come up with enough good ideas to create movies that millions and millions of people want to see. I’m not sure there are enough ideas to do that, just as there aren’t enough great music acts out there for all of them to sell 5 million copies of their latest CD.
First, the problems you as a movie maker face:
-a movie ticket costs $10-12. This goes for all movies, from Star Wars to Gigli, opening weekend to 10th week, front row on the outside to perfect seat in the middle. This is insane.
-while the cost of a ticket is rising far faster than the growth in inflation, the substitutes are staying at the same price or getting cheaper, and are improving in quality. This is a problem. 10 years ago if I wanted a great movie experience there was only one game in town, and it cost say $7. The alternatives were watching a VHS for $4 or something on cable. Today you’ve got a DVD on a big screen TV, also for $4, or a wide range of choices on cable packages and “on demand” programming. You’ve got to realize that the competition for the movie dollar has improved dramatically and you have to offer a much better option to pull in that consumer (whether it’s lower-priced tickets, an improved movie experience or a more-appealing movie to a consumer).
My solutions aren’t very sexy, but I think they’d be great for both consumers and producers of movies:
-Look at movie making like “Moneyball.” This is tough since the big studios don’t all collaborate (wink, wink), but every weekend try to shoot for 1-2 movies that are going to draw big crowds at multiple showings (with budgets of $100M+), and then make several other movies with much smaller budgets (<$25M) and smaller release windows that can sell out screens for a week or two. You can take bigger risks creatively with smaller budget films, they're less of a risk to produce, and every now and then you hit a home run. With $100M+ budget movies I feel like there aren't a whole lot of avenues you can take, and it's tough to know ahead of time if you're going to end up with an Independence Day or a Stealth. -increasingly drill down into viewing tendencies. Your goal is to fill every seat in every theater at all times. Is the 9pm showing of Stealth outdrawing the 1pm showing of Spiderman? If so, you've got to figure out a way of getting people to that 1pm showing, which probably means lowering costs at that end. -Vertical integration in the movie industry. I think this is inevitable, as the status quo clearly isn't working, and at some point consolidation is going to be a necessity to try out new things. I have to say that Landmark is getting a larger and larger share of my theater dollars, because I know what I'm getting: a no hassle movie experience with nice theaters and movies I can't see elsewhere. Only when studios and theaters stop trying to turn every movie into Star Wars do I think we can get some productive change.
Comment by Conor Sen -
If your goal is to sell as many tickets as possible to each showing why not offer a scaled tier of ticket prices tied into the number of tickets purchased. For example
1-2 Tickets purchased = full price
2-6 tickets purchased = 10% discount
6-10 tickets purchased = 20% discount
10+ Tickets = 30% discount.
This would encourage people to organize and purchase tickets in bulk by rewarding them with lower ticket prices based on the number of friends they bring to a viewing. You could offer this promotion solely through your ticket purchasing website for your films or you could make it a universal deal.
Comment by Matthew Patrick -
Start the prices at $0 then increase as more viewers want to watch the movie.
Comment by Bulls Fan -