Title: Tie-In Promotions in the Motion Picture Industry: An Empirical Study
Abstract: Motion picture studios spend substantial budgets to promote the release of new movies. While advertising represents a significant part of the movies’ marketing campaign, it is very expensive and studios are using other promotional tools like product placements, spin-off merchandise, and tie-in promotions to attract moviegoers at lower costs (Lubbers and Adams 2001). Increasingly, Hollywood marketers are using more tie-in promotions in order to make better use of their stretched budgets. Tie-ins are cross promotions by which the parties agree to share their promotional costs for specific campaigns. The studios’ partnering firms are from different industries like fast food restaurants, retailing and online services.
Publication Year: 2014
Publication Date: 2014-10-13
Language: en
Type: book-chapter
Indexed In: ['crossref']
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