W, 6:30pm to 7:45pm
Movie marketing is a fast paced, highly interactive course designed to give students a basic overview understanding of all aspects of movie marketing, focusing on business decisions with the goal of developing a competitive advantage for a film’s theatrical life and beyond. The course will examine a range of movies, from low-budget independent to tent pole film franchises, and explore concepts, processes and different strategic approaches used by today’s distributors.
The focus will be on solving marketing problems by using today’s available resources, both traditional and emerging. The class will rely on lectures, case studies, guest speakers and heavy classroom discussion to dissect current and past campaigns. Enthusiasm for both film and marketing is a must.
Week 1 - Introduction / History
Week 2 - Current players / Marketing overview / Trends
Week 3 - The marketer's toolbox
Week 4 - Project selection / market sizing
Week 5 - Distribution and exhibition
Week 6 - Positioning / Market research
Week 7 - Media planning
Week 8 - Marketing budgets
Week 9 - Exam
Week 10 - The creative process: trailers
Week 11 - The creative process: TV spots / online / print / outdoor
Week 12 - Promotions and publicity
Like marketing itself, some of the best ideas are generating by brainstorming and group discussion. Therefore it is essential that you come to class fully prepared with having read the assignment, as well as having a handle on the latest industry news (see below).
Your grade will be determined based on the quality of your interaction and will be measured against the following criteria: Preparation, insights, extent of knowledge, and ability to drive / build on discussions.
In addition to assigned articles, it is imperative that you have a familiarity and understanding of the latest industry news. An easy way to do this is to routinely check industry trade sights and blogs (Variety, Hollywood Reporter, Deadline Hollywood, etc.). Each lecture will begin with an interactive dialogue about that week’s current events.
Guidelines for Group Projects
Business activities involve group effort. Consequently, learning how to work effectively in a group is a critical part of your business education.
Every member is expected to carry an equal share of the group’s workload. As such, it is in your interest to be involved in all aspects of the project. Even if you divide the work rather than work on each piece together, you are still responsible for each part. The group project will be graded as a whole: its different components will not be graded separately. Your exams may contain questions that are based on aspects of your group projects.
It is recommended that each group establish ground rules early in the process to facilitate your joint work including a problem-solving process for handling conflicts. In the infrequent case where you believe that a group member is not carrying out his or her fair share of work, you are urged not to permit problems to develop to a point where they become serious. If you cannot resolve conflicts internally after your best efforts, they should be brought to my attention and I will work with you to find a resolution.
You will be asked to complete a peer evaluation form to evaluate the contribution of each of your group members (including your own contribution) at the conclusion of each project. If there is consensus that a group member did not contribute a fair share of work to the project, I will consider this feedback during grading.
Final grades will be determined on the following basis:
Individual Assignments / Exams (50%)
Final group project (30%)
Class preparation and participation (20%)
The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.
If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.
In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior. Students who fail to do so may be asked to leave the classroom.
Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission.
Course evaluations are important to us and to students who come after you. Please complete them thoughtfully.
Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:
The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:
Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505
To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin. Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications. Additionally, your document will become part of the Turnitin database.
Your class may be recorded for educational purposes
If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend. If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.