NYU Stern School of Business

Undergraduate College

MKTG-UB.0022.001 (C55.0022): MOVIE MARKETING

Spring 2013

Instructor Details

Luisi, Michael


By appointment only

By appointment only


Savanna Hudson


By appointment only

By appointment only


Course Meetings

M, 11:00am to 12:15pm

KMC 4-90

Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals

This course is designed to give students a basic understanding of the key business issues relating to the theatrical marketing, publicity, and distribution of feature-length motion pictures. Upon completion, you will be able to formulate a film release strategy based on the underlying principles of movie marketing.


Course Outline

We will likely deviate somewhat from the topics and order set forth below, but areas that we will endeavor to discuss will include:






Industry & Course Overview

·         Introduction and Professional Background

·         Curriculum Overview and Course Objectives

·         Brief history of the Motion Picture Business and the Studio System

·         Motion Picture Business Models Today: Majors, Mini-Majors and “true” Independents

·         Current Trends in the Motion Picture Business

·         The 3 Pillars of Movie Marketing

·         The 3 Factors influencing the 3 Pillars of Marketing




Managing the Marketing

·         Internal Players

o   Studio Operations & Divisions

o   The Company as Financier-Distributor

o   Film Company Management

·         External Participants

o   The Talent Reps: Agent, Manager, and Lawyer

o   The Talent: Actors, Writers, Directors and Producers



Contracts and Terms Influencing Marketing of Motion Pictures

·         Standard types of Agreements

·         The Collision of Art and Money

·         Exploiting Rights

·         Approvals Impacting Rights Exploitation

·         Dividing the Profits- Gross vs. Net Participations



NO CLASS- President’s Day



Marketing & Publicity

·         Tentpoles of Traditional Motion Picture Marketing: Trailers, TV Spots, One Sheets & Print Advertising

·         Audience Profile & Demographics

·         MPAA Rating System: Trailers, Features & Red Bands

·         Market Research Screenings

·         Product Branding & Company Branding



Marketing & Publicity (Continued)

·         Publicity and Promotion

·         Media Plans

·         Creative Execution

·         EPKs, Press Kits and Junkets

·         The Internet and New Media



Guest Speaker

SPRING RECESS- No Class on 3/18








Theatrical Distribution & Exhibition

·         Distribution & Exhibition: An Overview of Various Strategies

·         Studio Distribution

·         Independent Distribution

·         International Distribution



Theatrical Distribution & Exhibition (Continued)

·         Seasonality & Release Dates

·         The Theatre Chain vs. The Independent Exhibitor

·         The Exhibition License: From “4 wall” deals to 90/10 splits

·         Theater Profits



Ancillary Exploitation & Revenue

·         Television, DVD, and Internet

·         Music and Soundtracks

·         Direct to Video- Then & Now

·         Merchandising & Commercial Tie-Ins

·         The Value of Copyrights & Trademarks: Libraries

·         Protecting Intellectual Property



Future Trends and Technologies

·         Future Technologies in Motion Pictures (3D/IMAX)

·         Identifying & Capitalizing on New Trends & Business Models



Guest Speaker



Curriculum Review & Final Project Prep



Final Project Due




Required Course Materials

In addition to the suggested resources below, there will be materials and articles handed out/posted on Blackboard.

1. Hollywood Reporter http://www.hollywoodreporter.com/
2. Deadline http://www.deadline.com/hollywood/
3. The Wrap http://www.thewrap.com/
4. Screen International http://www.screendaily.com/
5. Variety ($)http://www.variety.com/Home/

Other Resources:
1. IMDB (Internet Movie Database) http://www.imdb.com/
2. Box Office Mojo http://boxofficemojo.com/
3. Ain’t It Cool News http://www.aintitcool.com/
4. Facebook http://www.facebook.com/
5. Twitter http://twitter.com/

1. NY Times
2. LA Times
3. Wall Street Journal


Assessment Components

Class attendance and participation is a key component of this class. Your case study assessment and final project will rely heavily upon materials covered in class. There will be a minimum of two guest speakers and we will screen a motion picture which will form the case study for many of the concepts we will explore over the semester. More information about the quizzes, case study, and final project will be handed out at a later date.


Group Projects

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.



Your final grade will be determined and weighted as follows: 30% case study assessment, 10% class participation, 10 % quizzes, 50% final project.


Professional Responsibilities For This Course




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:




Classroom Norms


Stern Policies

General Behavior
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
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.


Academic Integrity

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.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

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.


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