An Introduction to Film and Cinema Marketing, A Comparative and Empirical Study

Over the past decades, the marketing knowledge has entered spheres beyond the scope of industrial products with great speed. In the meantime, the field of film and cinema enjoys great attraction for applying marketing techniques and tools. Film-related marketing studies have roots in cultural studies in the United States, which have been taken into consideration more technically in marketing tools and marketing mix. With the introduction of customer-oriented concept to marketing, the proportion of these studies to the film and cinema sector has increased. However, film marketing distinctions with consumer goods marketing have become more apparent. Film marketing is something more than marketing communication in the film industry, and is in fact seeking inspirational signification and its political and social implications, which promote values for the audience and the production factors through using marketing techniques.
While reviewing the marketing knowledge for film and cinema’s 4Ps, the paper will simultaneously study the mix of film and movie marketing, which includes product, price, place, promotion and people in titles such as marketing process, segmentation, targeting and film and movie placement, and in each case, the key points and axes are mentioned comparatively in each section in proportion to the film and cinema