9780130293503

Entertainment is now a $500 billion industry that reaches into every corner of human life. The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the Worldprofiles that industry, from film to print, music to theme parks--and shows exactly how to find and reach your market in today's insanely competitive marketplace. Discover the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success... and learn how to create tomorrow's blockbuster properties, starting today.

AL LIEBERMAN is Clinical Assistant Professor and Director of the Entertainment, Media & Technology Program at New York University, a state-of-the-art program designed to help MBA and undergraduate students understand the strategy and operating principles that drive each sector of the entertainment industry, the financing of start-ups and product development, the marketing and management of entertainment companies, and relevant technologies that connect entertainment products with consumers.

Lieberman has extensive international and domestic marketing and advertising management experience with global communications companies. He worked at Young & Rubicam in New York, Milan, Italy and Sao Paulo, Brazil, managing Fortune 500 companies' advertising accounts before becoming Executive Vice President of the Wunderman Direct Response Division of Young & Rubicam.

Lieberman later joined Simon and Schuster as Worldwide Director of Marketing, becoming Executive Vice President of its Silhouette Books division. Most recently, he founded and served as CEO of Grey Entertainment, an advertising and marketing company whose entertainment, leisure and recreation clients have included Warner Bros. Studios, ABC Entertainment, Harper Collins, Westinghouse/Group W Radio, Viking Penguin, and Bertelsmann. He continues to maintain an entertainment consulting business.

PATRICIA ESGATE is the Executive Editor of Entertainment Management magazine and The EZone newsletter, both serving the Experiential Industry. Ms. Esgate's 25 years in design, construction, marketing, training, management, operations and new business development is offered to clients through Esgate & Associates, a firm that has specialized in the strategic development of experience-based destinations and branding for over a decade. Her clients include the Walt Disney Company, Universal Studios, Sony, and Jim Henson Productions.

Pat is a member of the International Association of Amusement Parks & Attractions (IAAPA), the American Society of Training and Development (ASTD), and is the past Director of the Northeast Chapter of the Themed Entertainment Association (TEA).

Foreword

xv

Introduction

xix

Peeling the Onion: Entertainment Marketing Basics

1

(18)

Overview

1

(1)

The Four C's Of Entertainment

2

(1)

Content

2

(5)

Conduit

7

(4)

Consumption

11

(1)

Convergence

12

(2)

Rubber Brands: Extending The Equity

14

(4)

Summary

18

(1)

People, Power, and Players

19

(22)

Overview

19

(1)

Molding the Message

20

(3)

Decisions, Decisions

23

(3)

Tailoring the Team

26

(4)

Movers and Shakers

30

(5)

Memorable Moguls

35

(5)

Summary

40

(1)

Movies: Wannasee, Haftasee, and Mustsee

41

(24)

Overview

41

(1)

To Market, To Market

41

(4)

Risky Business

45

(5)

Wannasee

50

(8)

Independent Films

58

(5)

Summary

63

(1)

Further Reading

63

(2)

Network TV, Syndication, and Radio

65

(64)

Overview

65

(1)

Network Television: ``The Mother Of Them All''

66

(2)

Local Television Stations

68

(3)

The Basics of TV Ratings

71

(4)

Promotion and Marketing

75

(6)

Syndication

81

(4)

Non-Commercially Driven Broadcasting

85

(2)

TV Technology

87

(3)

Summary: Network TV and Syndication

90

(1)

Radio

91

(1)

Don't Touch That Dial: The Basics of Radio Marketing

91

(8)

The Beat Goes On...And On

95

(4)

For Further Reading

99

(2)

Cable Television and Direct Broadcast Satellite: Basic, Premium, and Pay-Per-View

101

(1)

Overview

101

(1)

The Basics of Basic Cable

102

(5)

The Growth of the Industry

107

(4)

Cable's Marketing Advantage: Reach and Segmentation

111

(8)

Media, Marketing, and Money

119

(3)

The Search for Subscribers

122

(2)

New Directions in the Multichannel Arena

124

(1)

New TV Technology

125

(2)

Summary

127

(1)

For Further Reading

128

(1)

Publishing: The Printed Word

129

(40)

Overview

129

(1)

Books

130

(4)

When, Where, and to Whom

134

(2)

Marketing Books

136

(5)

New Wrinkles in Book Marketing

141

(5)

The Final Frontier: Character as Brand

146

(1)

The Changing Publishing Environment

147

(7)

Summary: Books

154

(1)

Newspapers

155

(4)

Summary: Newspapers

159

(1)

Magazines

159

(3)

Summary: Magazines

162

(1)

Electronic Games

162

(4)

Summary: Electronic Games

166

(1)

Summary: Publishing

166

(1)

For Further Reading

167

(2)

Music

169

(36)

Overview

169

(3)

Music Labels

172

(1)

The All-Important Airplay

173

(2)

Live Music

175

(4)

Getting the Music to the Masses: Retail Distribution

179

(3)

Marketing the Music

182

(4)

New Niches

186

(6)

Techno Trends

192

(3)

The Global Music Market

195

(3)

Billboard.Com: A Case Study

198

(5)

Summary

203

(1)

For Further Reading

204

(1)

Sports

205

(28)

Overview

205

(3)

Major League Sports

208

(7)

The Impact of Marketing

215

(6)

Non-League Sports

221

(7)

Sports Online: Today's Technologies

228

(3)

Summary

231

(1)

For Further Reading

231

(2)

Travel and Tourism

233

(36)

Overview

233

(1)

Promising Paradise

234

(4)

Building the Plan

238

(2)

Creating an Identity

240

(7)

Dynamics of Travel and Tourism Marketing

247

(2)

Relationship Marketing

249

(5)

Advertising, Publicity, and Promotion

254

(2)

Alternative Destinations

256

(11)

Summary

267

(1)

For Further Reading

267

(2)

Location-Based Entertainment and Experiential Branding

269

(28)

Overview

269

(1)

Location-Based Entertainment

270

(6)

Off the Streets and Into the Mall

276

(3)

Experiential Branding

279

(9)

The Economics of Experience

288

(1)

Bringing the Brand to Life

289

(2)

The 11 Stages of Project Development

291

(3)

Summary

294

(1)

For Further Reading

294

(3)

Changes and Challenges

297

(20)

Overview

297

(1)

Going Global

298

(1)

Marketing in the New Millennium

299

(5)

Piracy

304

(4)

The Global Snapshot

308

(7)

Summary

315

(2)

Conclusion: Where Do we Go From Here?

317

(8)

Index

325

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Introduction "Let Us Entertain You" P.T. Barnum was the master showman. He knew what the masses wanted, from lowbrow sideshow freaks to the highbrow culture of Jenny Lind, imported straight from Europe. Barnum knew that people craved entertainment--it gave them somewhere to go, something to talk about, something to take their minds off the humdrum days of their humdrum lives. He excelled at divining the desires of his audience and creating just the spectacles they'd flock to see. And, he knew that the buildup to a show was just as important as the actual performance. Barnum knew that the right kind of promotion was critical to the success of the show--and that every event and every happening called for its own particular approach to its own particular audience. What P.T. Barnum knew best of all was that to pull in an audience, you have to reach out the hook and reel them in. You need the right hawker out there, enticing the crowd. You have to make them notice, make them wonder, and get them to follow their curiosity right into the tent. P.T. Barnum may not have heard of the term yet, but he was the Master of Marketing. While the basic principles of marketing may not have changed drastically from Barnum's days, the global big top has increased dramatically in size. Entertainment drove more than $500 billion in worldwide revenue in the year 2000--more bucks than Barnum could ever have ballyhooed his way. And, given that figure has been rising every year for the last decade, odds are that the dollars will continue to pile up. Today, there are a lot more Barnums, many more tents, and innumerable hawkers out there shouting for our attention. In fact, the din has been raised to the point that, in order to lure us into the tent, entertainment marketing itself has turned into a form of entertainment all its own?a virtual sideshow of technology, celebrity, and bells and whistles. And the big top? Sometimes it seems as though we're destined to live under one tent, supplied by one fast food company, one software company, and one entertainment company. But for now, we're somewhere in between Barnum and BizCorpGlobal. Entertainment Takes the Stage Entertainment as an industry has shown steady growth since P.T. Barnum's day. While the first big kick occurred in the early part of the 20th Century, when movies appeared on the scene, the true explosion of entertainment came in the post-World War II era. Movie moguls enjoyed a relatively cornered market in pre-war times; Hollywood was the center of attention, given that technology had not yet reared its intriguing head in the form of television. The favorite at-home form of entertainment was radio, which had grown from crystal sets in the attic to decorative cabinets in the living room, with the family gathered 'round for an evening of music and programming. Then the world turned upside down. From V-Day to V-Chip Outside the palm-lined streets of Hollywood, the world was in transformation. While the United States slowly crawled out of the Depression through a series of government-related programs, other parts of the globe found themselves under different influences. The poor and starving in Europe and Japan turned their eyes toward leaders who promised a new and glittering future, born out of the rising of the masses, the extermination of undesirables, the acquisition of historic land holdings--whatever it took to build a power base. It was only a matter of time before the global cauldron boiled over. World War II arrived, and with it, a sociological and technological upheaval unlike any that came before. Women worked outside the home en masse for the first time in modern history, tasting economic freedom. Backed by huge infusions of war-driven government dollars, industry and technology leapfrogged forward. By the time Johnnie came marching home, the wheels were in motion for

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The Entertainment Marketing Revolution Bringing the Moguls, the Media, and the Magic to the World

The Entertainment Marketing Revolution Bringing the Moguls, the Media, and the Magic to the World

0130293504

Summary

Author Biography

Table of Contents

Supplemental Materials

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