This dynamic course immerses participants in the high-stakes, fast-paced world of **Entertainment Marketing**, spanning film, television, music, gaming, and celebrity promotion. Unlike traditional marketing, entertainment demands intense hype generation, managing sensitive talent relationships, and leveraging highly fragmented media consumption. Participants will learn how to manage publicity stunts, coordinate red-carpet events, secure product placements, and master the lifecycle marketing from pre-production buzz to post-release franchise extension. The curriculum emphasizes generating **Earned Media Hype** and creating cultural moments that drive ticket sales, viewership, and brand awareness.
Introduction
Objectives
Upon completion of this course, participants will be able to:
- Understand the unique lifecycle of entertainment products (e.g., film release, album drop) and the associated marketing phases.
- Develop integrated marketing and publicity strategies for film, music, or gaming properties.
- Master the process of securing and managing effective **Product Placement** and brand integration deals.
- Coordinate and execute high-profile **Red Carpet Events, Premieres, and Press Junkets**.
- Manage publicity relationships with talent, agents, managers, and sensitive celebrity communications.
- Identify and utilize specialized entertainment media outlets, critics, and fan communities for hype generation.
- Measure the success of entertainment campaigns using metrics like box office gross, viewership ratings, and social buzz.
- Navigate the legal and ethical issues related to talent image rights, content leaks, and sensitive media stories.
Target Audience
- PR and Marketing Professionals in Film, TV, and Music Industries
- Publicists and Managers for Talent and Celebrities
- Gaming, Esports, and Interactive Media Marketers
- Brand Managers seeking Entertainment Partnerships and Product Placement
- Event Coordinators specializing in Premieres and VIP Functions
Methodology
- Group Case Study: Developing an Integrated Publicity Plan for a Major Film Release (Pre- and Post-Launch)
- Intensive Workshop on Red Carpet Logistics and Crisis Scenarios
- Individual Exercise: Drafting a Product Placement Pitch Proposal to a Studio
- Role-Playing Talent Media Training and Handling Difficult Celebrity Questions
- Discussions on Ethics in Hype Generation and Managing Fan Expectations
Personal Impact
- Acquisition of highly specialized, in-demand skills in entertainment publicity and marketing.
- Mastery of the unique fast-paced project lifecycle and high-stakes media environment.
- Enhanced ability to manage sensitive, high-profile talent and agency relationships.
- Increased strategic thinking in leveraging celebrity, IP, and cultural moments for commercial gain.
- Confidence in executing large-scale, complex events like premieres and junkets.
Organizational Impact
- Increased box office revenues, viewership ratings, or album/game sales through effective hype generation.
- Secured high-value, high-visibility product placements and co-branding opportunities.
- Stronger control over messaging and reduced risk of negative media/scandals involving high-profile talent.
- More effective targeting and engagement of fan communities for long-term franchise success.
- A clear, integrated strategy for maximizing earned media value throughout the entertainment product lifecycle.
Course Outline
Unit 1: The Entertainment Marketing Ecosystem
Lifecycle and Stakeholders- Analyzing the distinct marketing cycles of film (pre-production to awards), music (album drop to tour), and gaming (beta to franchise).
- Identifying key stakeholders: studios, distributors, talent agencies, managers, and specialized media.
- The crucial role of media relations in generating **Pre-Release Hype and Buzz**.
- Understanding the impact of critics, reviews, and awards on campaign strategy.
- Developing a franchise extension and intellectual property (IP) management plan.
Unit 2: Publicity and Hype Generation
Events and Buzz- Mastering the logistics and protocol of planning **Red Carpet Premieres and Press Junkets**.
- Strategies for coordinating high-impact publicity stunts and experiential marketing activations.
- Techniques for controlling information flow and managing embargoes around release dates.
- Crafting compelling publicity materials: media kits, trailers, featurettes, and official stills.
- Generating early buzz through film festivals, private screenings, and closed-door previews.
Unit 3: Talent and Celebrity Relations
Management and Messaging- Developing effective communication strategies for working with high-profile talent and their teams.
- Protocols for handling sensitive personal stories, media crises, and talent misconduct.
- Preparing talent for interviews: managing key messages, handling controversial topics, and media training.
- Navigating complex image rights, personal appearances, and contractual obligations.
- The strategy behind maximizing talent-driven social media promotion.
Unit 4: Partnerships and Brand Integration
Placement and Co-Branding- Strategies for identifying and securing strategic **Product Placement** opportunities in film/TV.
- Developing successful co-branding, cross-promotion, and strategic partnership campaigns.
- Negotiating usage rights, visibility levels, and contractual guarantees for brand integration.
- Measuring the media exposure and brand lift generated by a product placement deal.
- Legal and financial considerations in partnership contracts and revenue sharing.
Unit 5: Digital and Measurement
Fan and Social Engagement- Leveraging fan communities, subreddits, and platform-specific social channels for hype.
- Strategies for managing content leaks, piracy, and illegal distribution on social media.
- Utilizing metrics like box office tracking, viewing data, and social sentiment analysis for real-time adjustments.
- Developing a measurement framework that links marketing spend to ticket sales or viewership.
- The role of the official website, fan site, and dedicated mobile apps in the marketing funnel.
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