CHICAS PRODUCTIONS: Marketing

Venezuela has the largest proven oil reserves in the world. It was once so rich that Concorde used to fly from Caracas to Paris. But in the last three years its economy has collapsed. Hunger has gripped the nation for years. Now, it’s killing people and animals that are dying of starvation. The Venezuelan government knows, but won’t admit it!!! Four in five Venezuelans live in poverty. People queue for hours to buy food. Much of the time they go without. People are also dying from a lack of medicines. Inflation is at 82,766% and there are warnings it could exceed one million per cent by the end of this year. Venezuelans are trying to get out. The UN says 2.3 million people have fled the country - 7% of the population.

Showing posts with label Marketing. Show all posts

Wednesday, November 6, 2013

Event Films Are Cannibalizing Each Other...

Too many tentpoles, not enough training for storytellers, minion maestro tells VFX Summit
Paramount Dates ¡®Terminator¡¯ for Fourth of July Weekend 2015Illumination Entertainment CEO Chris Meledandri said Saturday that the feature film business has entered an unprecedented period of volatility and that it is losing ¡ª or has already lost ¡ª the next generation of potential moviegoers.

¡°Everybody¡¯s familar with the broad issues, wheether it¡¯s the continued contraction of the DVD marketplace, the disappointment in the domestic sustainability of audience interest in 3D. Things are coming at us from all sides,¡± Meledandri told the Visual Effects Society Summit in Hollywood. ¡°The thing I worry about the most is the competition for young eyeballs. We¡¯ve got so many other competing forms of media and entertainment and content.¡±

Meledandri cited his own experience with his sons, who are 14 and 23. ¡°I observe in them is a very different relationship to the cinema than I¡¯ve ever seen in previous generations. Simply put: They don¡¯t have to go to the movies. I worry about a generation growing up without that habitual commitment to the movie theater.¡±

One major issue facing the industry, he said, is the number of ¡°event¡± films being released. ¡°If you look at what¡¯s happening with animation right now, it¡¯s quite similar to what¡¯s happening with live action event films, which is the industry releases too many of them and there¡¯s not enough room for them. They¡¯re unquestionably going to cannibalize each other and we¡¯re starting to see that. As our films continue to aspire to be films that speak to all audiences, we¡¯re also competing against the live action event films.¡±

¡°Now more than ever as an industry we have to be diligent about doing things that will strengthen and further us rather than contributing to some of the problems we face.¡±
Meledandri, spoke in a keynote conversation at the W Hotel. Though Illumination¡¯s ¡°Despicable Me 2¡å is set to surpass $900 million at the box office, he said that he¡¯s never seen another period when it was so hard to project the future of the business. ¡°The only thing that¡¯s certain is we¡¯re in a period of uncertainty.¡± He said quality storytelling ¡°is our only safety net,¡± but noted that there is little formal training for storytellers within the feature business.

¡°Television is a writer-driven business,¡± he said. ¡°You have writers training other writers, having their work challenged by other writers. It¡¯s a natural evolutionary process, where the film business is a very solitary business for writers.¡± It took him 20 years, he said, including much trial and error and failures including ¡°Titan A.E.,¡± to feel confident about his own storytelling skills.
Meledandri ended by telling the gathering this era demands entrepreneurship. ¡°Even in this volatile period, or maybe because of this volatile period, I find it¡¯s a very exhilarating period, because we can¡¯t look backwards to chart our path forward. It doesn¡¯t work. And there¡¯s something very liberating about that.¡±

Thank you Variety

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Hollywood market research evolves to reflect tech-savvy moviegoers...

In an age when the text and the tweet can destroy a movie an hour after it opens, Hollywood market research firms are scrambling to rethink the way they help movie studios promote their films.

That has created new challenges for companies such as Capstone Global Marketing and Research Inc. in Sherman Oaks, which must adapt their testing methods to the changing habits of the tech-savvy moviegoer.

"None of us knows the answers," said veteran marketing strategist and researcher Catherine Paura, Capstone's co-founder. "And when you think about the rapidity of technical change between 1990 and now, who knows what is going to happen in the next 30 years?"

Paura, 62, and her late business partner, Joe Farrell, founded Hollywood powerhouse National Research Group 35 years ago. Paura and Farrell, who died in 2011, sold the firm in 1987 but ran it until 2003.

Such market research companies typically used phone calls, door-to-door surveys and post-screening evaluation cards to help movie studios determine how to tweak their movies and promotional materials to ensure the best possible box-office results.

But in the decade since Paura left NRG, Facebook, Twitter and the iPhone have rapidly changed the way consumers communicate, making word-of-mouth a key factor in determining weekend box-office sales and diminishing the value of traditional research techniques.

"It's a moving target," agreed former Walt Disney Studios Chairman Dick Cook, who knows Paura's work well. He calls the business of movie research "compelling and crazy."

Paura and her sister, Angela, launched Capstone a year ago to provide worldwide market analysis to such clients as Warner Bros., Sony Pictures, DreamWorks Studios and Relativity Media.

Capstone's surveys are partly designed to examine alternate entertainment choices, including video games and online streaming, Paura said. Questions no longer ask simply whether a person will see a movie, she said, but what actor makes them less likely to buy a ticket or how the previews make them feel.

Among Capstone's initiatives is a market research study called "Moviegoers in Theaters."

Last fall, Capstone sent researchers into eight cinemas across the country to talk directly to filmgoers, something that's almost never done. Pollsters asked more than 10,000 audience members a few demographic questions, then asked them to complete an in-depth online survey.

More than 1,200 people responded — a larger sample size than most market researchers typically use.

The age makeup of those surveyed skewed older than it would have 20 or 30 years ago, Paura said. Industry surveys increasingly focus on the oldest quadrant of moviegoers.

Baby boomers are still going to the movies, shifting what for decades has been a youth-dominated business. When NRG started, the company didn't sample moviegoers older than 49. Now, research includes up to those in their mid-60s.

"You can have a big hit and not find one teenager in the audience," Paura said. "That didn't used to be the case." Old and young audiences now go to the movies with roughly the same frequency. Baby boomers, she said, never got out of the habit of going to the movies.

Studios are working harder to create movies that appeal to everyone. For the films that don't, they believe it's best to aim campaigns at specific age groups.

DreamWorks Chief Executive Stacey Snider has begun looking at data that create hypothetical profiles for a targeted audience member, including education, income levels and where someone shops.

"A movie today has to matter to somebody," said Snider, who has worked with Paura for nearly 20 years.

Thank you Los Angeles Times

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Skepticism opening up to the concept of "$100-$500/day working from home"

Skepticism opening up to the concept of "$100-$500/day working from home"
and affiliate marketing!!! DAY No.1

A friend that reads numerology told me that for me to continue growing i need to open up... meaning been les "french" and skeptic...

Another friend send me his link to this new company that is not a cam but an affiliate marketing company... I already was skeptic but decided to just listen and do what was expected of me...

DAY No.1

How to make $100-$500/day working from home with ZNZ...
I started watching the 30 minute video which explains all the process.
I followed the instructions, logged in, got my 1st credit by loggin into another brand - that is affiliate marketing- and i am posting this 1st message...

You are supposed to be making $100-$500/day working from home, just with a couple hours of work everyday which would be perfect for any busy person...

You are welcome to test this as the same time than me so we can compare and make averages...
here's the link http://one.zipnadazilch.com/index.php?referral=662768

You can email me directly at airam [at] chicas-productions.com

How it works? Why it is not a scam?
Znz never receives your credit card numbers at all.
Zipnadazilch is actually affiliate marketing,

Zipnadazilch is actually affiliate marketing. What an “affiliate” does is goes out and markets for other companies to receive a commission. (basically we sell other peoples stuff) This is also referred to as Cost Per Action. (or CPA) These companies (like FreeCreditReport.com) are willing to pay a “Cost” to receive a specific “Action.” Let me use a few scenario’s to help better explain this process.

Let’s continue using FreeCreditReport.com for the sake of this example. As we all know companies like this spend billions in marketing every year (we’ve all seen the annoying commercials) in an attempt to get more customers. They always boast about a “free trial” on television because they are always offering this promotion.

However, as much as they spend on marketing they are never guaranteed that these advertising dollars will pay off, often times they take a loss. This is why CPA became so popular many years ago. Companies like this decided that another way to invest their money would be to pay a specific “cost” to anyone who would deliver a specific “action.” Clearly this removes any gamble from their marketing budget as FreeCreditReport knows exactly what they’re getting for this money. They are literally being handed a potential customer and we are handed the opportunity to work from home, let’s look at this in motion….

FreeCreditReport.com makes public to all affiliate marketers that they will pay thirty five dollars to any one “affiliate” that delivers a prospective lead. So we have established the companies “cost” which is thirty five dollars; now they tell the affiliate that in order to receive this money the new prospect has to provide a phone number, name, address, and credit card. (now we have established the “action” required) So affiliates like myself, you, or Znz can sign-up on their site as an “affiliate” and start marketing using specific links and banners they provide for us. Then when someone stumbles onto one of our links somewhere in cyberspace and takes advantage of this “free trial,” FreeCreditReport.com will pay us thirty five dollars. This is affiliate marketing and CPA at its best.

Now Znz took this one step further and decided they would promote these companies by making it a work from home opportunity. The idea is truly ingenious.

Zip nada zilch one went out and signed up with many different companies (as an affiliate) who were all willing to pay the same “cost” to receive the same “action.” (name, phone, address, and credit card) Then they created the website with the videos, tools, and training necessary for other “affiliates” to market this work from home opportunity for twenty dollars a lead. Their only requirement was that we first become one of these “leads” and then we are free to market as much as we want using all of their tools.

Now with all this knowledge on affiliate marketing and cost per action you maybe wondering why you would go through Znz one and not just sign-up directly with FreeCreditReport.com to receive the full amount. Valid question; as an affiliate marketer I do promote for several companies besides Znz. However, the big advantage with Znz is that they provide the video presentation for me and they do pay me daily. I love that part simply because every other company will only cut a check once a month, and then they require a minimum of one to two hundred dollars before they will cut a check at all.

Znz is willing to wait for their money and they are the ones who set up with many different companies bettering my chances of converting one into a lead. In other words instead of me just trying to sell someone on a trial of FreeCreditReport.com to get paid, they can choose one of many other companies and I still get paid that day rather than a month down the road. It truly is easy money everyday!

Now I appreciate you bearing with me on the length of this, and since I don’t want to make this post any longer than it already is; I have created a separate post (How Links Are Tracked) explaining how these links are merely a “re-direct” and that when you enter your information it is on that companies web-site and not Znz’s. I hope this clears up the notion that Znz one is not a scam but rather a very good opportunity for any inexperienced (or experienced) affiliate to start making money now while learning the business.

More info:
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Apple Products Shown in 30% of Hollywood's Top Movies, for Free...

In the so-called "tech trial of the century," Apple is showing off just how much it has captured the hearts and minds of Hollywood.

Samsung Scores European Success In Tablet Wars With Apple

Apple is in the midst of a jury trial that accuses rival Samsung of infringing its patents and trademarks on its iPhone and iPad products in creating and marketing the Galaxy devices. The trial continues this week after a San Francisco jury heard testimony from top Apple executives about the making and marketing of the consumer technology that took the world by storm. Apple now demands some $2.5 billion in damages from Samsung. Jury selection began July 30.

Apple has long insisted that it doesn't pay for product placement in movies and television, but that doesn't mean the Cupertino, Calif.-based company doesn't care. In fact, highlights from the trial evidence that Hollywood has been a huge part of the company's marketing strategy over the years.
When Apple first worked on the iPhone, it was called "Project Purple."

According to testimony by Apple mobile software head Scott Forstall, secrecy about the project was so immense that a sign on the front door where the work was being done said "Fight Club." The allusion was obvious. "The first rule of Fight Club is you don't talk about Fight Club," testified Forstall.

Apple executives say that building the iPhone was risky, but there were great rewards promised for a successful project.

More than five years ago, when the company was working on the prototypes, Apple saw what cell phones weren't doing well at the time. "We started to look at whether you could put entertainment content on cellphones," testified Phil Schiller, Apple's global chief of marketing. "We realized at the time that some phones weren't any good as entertainment devices."

The iPhone was introduced in June 2007. Before it launched, Apple used a commercial during the Academy Awards to announce its impending arrival. But then the company decided it could "go quiet" on the advertising front, according to more testimony.

How?
For one thing, Apple realized the press would lavish attention on it. But the company also decided that Hollywood would embrace it.
"We would love to see our products used by stars in movies [and] TV shows, and we have a person who helps provide products to people that want to do that," said Schiller.

The jury saw a chart that documented all of the product-placement successes.

In fact, Apple has been getting hundreds of millions of dollars of possibly free publicity over the years.

According to a survey by Brandchannel this year, Apple-branded products have appeared in more than a third of all films topping the box office from 2001 through 2011 (and 17 of the 40 top films last year). That's more than McDonald's, Pepsi and the Sony Vaio combined for the past decade.

In Mission: Impossible -- Ghost Protocol, for example, Apple got more than five minutes onscreen, which analysis from Front Row Analytics estimates to be worth more than $23 million. Perhaps most amazing, according to Brandchannel, is that Apple says it doesn't pay for product placement.

At trial, Schiller testified that in 2007, the company concluded that it "didn't need" to put any money into its advertising budget. That's changed somewhat. According to what the jury heard, from 2008 to 2011, Apple spent $647 million on iPhone publicity and $457 million on iPad publicity. For a company that has sold some 250 million iPhones, though, that's a rather paltry sum.

Nevertheless, Schiller says that Samsung's introduction of similar smartphones and tablets "creates a huge problem" for his marketing division.

Samsung's lawyer asked whether it's really possible that consumers "accidentally buy the Droid Charge thinking it's an iPhone."

"I believe they may be confused," responded Schiller.
Samsung will have an opportunity to bring its own witnesses and evidence soon. Confusion is one part of the fussing in court. The parties also are debating who gets credit for going first with the important design work on mobile devices. Samsung tried in vain to show off its F700 phone to the jury and got in trouble with the judge for possibly leaking excluded evidence to the media. Samsung also could attempt to show "prior art" by pointing to more Hollywood content. After all, Samsung once brought forward the argument that an iPad-like device could be seen in Stanley Kubrick's 1968 film 2001: A Space Odyssey. Apple doesn't get credit for that one.

Thank you Hollywood Reporter

More info: www.hollywoodreporter.com

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MPAA Chief Christopher Dodd: Hollywood Is 'Terrible' at Marketing Itself...

The studios' newly installed top lobbyist tells THR "there is a total misunderstanding on Capitol Hill" that the film industry is nothing but "red carpets and tuxedoes."
LAS VEGAS -- Christopher Dodd doesn't mince words. At CinemaCon on Tuesday, the new MPAA chairman and CEO said Hollywood is great at selling movies but awful at marketing itself.

MPAA's Chris Dodd: Piracy Is 'Single Biggest Threat We Face as an Industry'
As a result, Washington tends to think of the film industry as "red carpets and tuxedoes," not as a thriving industry that employs millions and contributes billions to the economy.
Dodd's comments came during an interview with The Hollywood Reporter following his first public speech and news briefing since he began at the MPAA nine days ago. CinemaCon, the annual convention of theater owners where studios tout their upcoming movies, was a natural venue for Dodd to emerge.
Dodd took the convention by storm, setting up a flurry of meetings with exhibitors and studios and becoming the unofficial star of the Caesars Palace event.
Becoming a lobbyist is a big change for Dodd, who spent three decades as a U.S. senator from Connecticut. The six major studios wanted someone who was a Washington insider, and Dodd more than fits the bill.
In the interview with THR, Dodd said it's too early to make any big policy announcements on such issues as piracy -- the most pressing problem facing the business -- or theatrical windows. But on the issue of Hollywood doing a better job of marketing itself, he was adamant, saying it's a top priority for him.
"There is a total misunderstanding on Capitol Hill," Dodd said. "Studios are terrific at selling their films but terrible, just terrible, at marketing their business."
RELATED: MPAA's Chris Dodd: Piracy Is "Single Biggest Threat We Face as an Industry"
One idea Dodd has involves theater owners. During his speech, he encouraged exhibitors to host Saturday morning community meetings, where they could explain the problems and concerns facing the movie business.
"After three decades in Congress, I have some idea how to attract the attention of a congressman or senator," Dodd said. "When you return to your states, invite your local governor, state legislator, congressman and senator to your theater and fill it with those who work with you along with video store employees and their families. Tell them about the importance of these issues to you and to your communities."
He said that sort of event would have impressed him far more when he was a senator than a visit from an executive.
Dodd, who perfected his oration skills during his years in public office, spoke with the firey flair of a politician during his address to exhibitors.
"Much of what I will say this morning, I know you know, but at a moment like this, it is important that you know what I feel about this industry and the determination I bring to this undertaking," he said. "So let me begin with the obvious: The production and exhibition industries cannot succeed -- cannot survive -- without each other. If you fail, we fail. And it's just as true that if we fail, so will you."
It was Dodd's level of activity at CinemaCon and effort to absorb everything he could about the film business that had people talking. He was already quoting screen counts and statistics about how many people work in the film industry (2.5 million).
On Monday night, Dodd spent time in the green room at the Colosseum during Paramount's presentation, which included titles from DreamWorks Animation and Marvel Studios. He got to meet Paramount vice chair Rob Moore and DWA CEO Jeffrey Katzenberg.
Dodd was again backstage for a few moments on Tuesday during DreamWorks' presentation, meeting DreamWorks co-chairman and CEO Stacey Snider, among others.
At a news briefing with National Association of Theatre Owners chairman and CEO John Fithian, Dodd said it had been an intense 24 hours. "It was kind of like sitting under a waterfall in terms of the information coming in," Dodd said.
Dodd has known Fithian for years, having served in the U.S. House of Representatives with Fithian's father, Floyd Fithian.

Thank you Holylwood Reporter

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CBS: Viewers' Age and Sex Shouldn't Matter to Marketers

Network Proposes New Model for TV Planning and Buying Based on Viewer Behavior and Attitudes

By: Jack Neff

Age and sex don't matter when it comes to TV ad effectiveness, said CBS Corp. Chief Research Officer David Poltrack, who has teamed with Nielsen to create what he called a historic move to replace demographics with a new model for TV planning and buying, based on viewer behavior and attitudes.

The proposed model is a better predictor of what people buy and what makes them buy than demographics ever were, Mr. Poltrack said in a speech to the Advertising Research Foundation's Re:Think 2011 conference Tuesday in New York.

A growing amount of data that matches audience measurement with purchase information shows that using demographics to target commercials is "essentially invalid," he said, "resulting in a misallocation of television advertising investments."

Although CBS paid for the extensive research and analysis used to create the new model, the data and analytics surrounding it will be available to all Nielsen clients, including CBS rivals, Mr. Poltrack said, "in the spirit of open source."

Various parts of Nielsen pitched in, including recently acquired consulting firm Cambridge Group and Nielsen Catalina Solutions, a joint venture that combines data from Nielsen's TV, set-top box, consumer and online panels with Catalina Marketing's shopper loyalty-card purchase data. CBS is also running a series of experiments with advertisers to fine-tune the system, Mr. Poltrack said.

CBS purchased Nielsen Catalina data for 20 categories in health and beauty, household, pet and food products and has studied 15 of them in depth so far. The data confirmed what other smaller studies have shown in the past, according to Mr. Poltrack: "There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign."

Looking at snack foods, only three among the dozens of TV shows most watched by "heavy snacking households" also appear on the list of top shows among viewers aged 18-49, Mr. Poltrack said during his talk, "yet many of the advertisers in this category buy based on age demographics."

So where does the data show a link? "Delivery of heavy users of the product category does have a significant correlation with post-exposure purchase behavior," he said.

In a separate presentation Monday, executives of Nielsen Catalina said ratings demographics by age and sex had a relatively low 0.12 correlation with actual sales produced by exposure to TV ads, where 1.0 is complete correlation and 0 signals no relationship whatsoever. The presence of heavy category users in a TV show's audience, on the other hand, had a much higher 0.69 correlation with sales lift among those exposed to ads on the show.

Mr. Poltrack acknowledged that age in particular hasn't been favorable for CBS. Indeed, in the week ended March 13, for example, CBS nearly matched Fox for overall average viewership in prime-time, trailing by only 10,000 people at 7.97 to 7.96 million, according to Nielsen data reported by TVBytheNumbers.com. But Fox blew past CBS in ratings among viewers aged 18 to 49, with an average 3.4 rating to CBS' 2.1.

Mr. Poltrack added that reliance on the 18 to 49 demographic is hazardous to all media and marketers, partly because it doesn't strongly correlate with purchases and partly because it's declining fast. That group's share of U.S. population declined from 62% to 57% between 2002 and last year, he said, and will drop another two points to 55% by 2016.

Nielsen Catalina can produce TV ratings for heavy detergent users, Tide enthusiasts or brand switchers as an alternative, but its executives acknowledged it wouldn't necessarily be easy to create programming around that. And then there's the complexity of potential TV deals built around thousands of potential category and consumer-behavior segments.

To simplify things, CBS turned to Cambridge Group to create a six-part segmentation model that uses behavior, motivation, programming preferences and psychographics. Kevin Bowen, principal at Cambridge, said this segmentation model could improve delivery of gross ratings points of heavy category users or other target audiences by 20% or more, compared with going after age-sex demographics with similar ad spending. Better matching ads to consumer interests, he said, also led to substantial improvements in ad, brand and message recall as well as ad likability.

The six segments in the new CBS-Nielsen order are:

TV companions: For this group, TV is almost always on and is like a member of the family.

Media trendsetters: Early adopters of technology and new content, and also 39% multicultural.

Sports enthusiasts: Made up mostly of men, but most guys aren't classified here. This group also likes action-adventure programming.

Program passionates: Highly involved with favorite shows, and the biggest DVR time-shifters.

Surfers and streamers: Most open to watching alternative content on TV and most often using laptops or tablets to multitask while watching TV. They skew young, but include a large component of 50-plus people.

TV moderators: Those who enjoy being experts and leading others' choices.

Mr. Poltrack said the new segmentation model and research culminates work he's been involved with since 1992, and added that CBS is working to apply it to digital, radio, print, out-of-home and local markets as well.

The growing use of single-source data like that from Nielsen Catalina and TRA Global, which combines set-top box and shopper-card data, has started to have an impact even before this, Mr. Poltrack said. That data led marketers to restore advertising budget dollars -- to TV in particular -- faster in the recent recession than in prior ones, he said.

"Marketers quickly reversed course and increased their advertising investment even before the recovery was really under way," he said.

Thanks Adage!

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Wednesday, November 6, 2013

Event Films Are Cannibalizing Each Other...

Thursday, March 7, 2013

Hollywood market research evolves to reflect tech-savvy moviegoers...

Monday, August 27, 2012

Skepticism opening up to the concept of "$100-$500/day working from home"

Saturday, August 25, 2012

Apple Products Shown in 30% of Hollywood's Top Movies, for Free...

Tuesday, March 29, 2011

MPAA Chief Christopher Dodd: Hollywood Is 'Terrible' at Marketing Itself...

Monday, March 28, 2011

CBS: Viewers' Age and Sex Shouldn't Matter to Marketers