Marketing is one of the most important aspects of film. Merchandising and cross promotion are two forms of marketing that are used in all forms of media, especially in film.
Having marketing in the form of merchandising is extremely important when it comes to film. One company that seems to heavily use marketing is Walt Disney. Their film Beauty and the Beast is a perfect example of merchandising as a variety of ornaments, clothes, dolls and other toys were released on the online Disney store and in Disney shops around the globe. They also worked with Hot Topic to release jewelry, clothes, and accessories themed around the film. Merchandising is also used in Disney’s film: Black Panther. Disney was able to stir up more interest and excitement for the film as they released merchandise in Marvel and Disney shops. The wide range of products appeal to all age groups and I personally have bought merchandise from the movie. Merchandise is incredibly important in order for film studios to gain revenue and create exposure and excitement for films.
On top of that, cross promotion is a great form of marketing that is really important for advertising film. Jurassic Park is a film that uses a large amount of cross promotion, even to this day. With the use of their parent company, Universal Studios had Comcast’s television companies run earlier showings of Jurassic Park movies, as well as have marathons of the films and sneak previews with cast members. They also partnered with companies like Lego to make Jurassic Park lego sets and lego games, both of which my younger brother has and plays with, often making him want to rewatch the movie. As a result, cross promotion is extremely important for film studios to get their film out to the audience and promote it, while also promoting other products.
All things considered, marketing is very commonly used by film studios in the form of merchandising and cross promotion in order to promote their films and gain revenue. This makes marketing incredibly important for the film aspect of media.
