Film Marketing: Can Marketing Reduce Film Piracy

By

ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTSii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Background1

Aims2

Objective2

Research Questions3

Importance of Study3

Ethical Considerations3

CHAPTER 2: LITERATURE REVIEW AND FRAMEWORK5

Film Piracy: Different Forms and How People Do It5

Camcorder Theft6

Optical Disc Theft7

Internet Theft8

Why Consumers Choose Piracy?8

Motives behind Piracy9

Individual Specific9

Product Specific10

Market Specific10

Characteristics Of Users And Various Piracy Behaviours10

Integrity12

Personal Gratification12

Ways Film Industry Have Sought To Reduce Piracy (Including Laws and Regulations)-12

Researchers Recommend As Ways To Reduce Piracy16

Social Media and Online Marketing19

The Use of Social Media And Online Marketing To Reduce Piracy20

Future Implications20

REFERENCES22

CHAPTER 1: INTRODUCTION

Background

Prior to the release of a film, the production houses are concerned with a vital question i.e. Will the planned marketing and advertising expenditures affect box office results? This question largely remains unanswered. This is due to the current film market environment where numerous films are released and all fight for available screens and box office results. Films compete for attention and those who have high marketing budgets win. In line with the marketing management process, film marketing starts at the new product development stage and continues throughout the formation and exhibition of the film (Adhikar 2002 Pp. 22-25). The rising trend towards online marketing in addition with the trend in the increase in the online users to social networking sites has motivated marketers to engage in social networking and marketing their film online to reach the global audience. Online marketing helps connect group of people with shared interest in films, it provides a global platform to a film and helps understand the love and loyalty of their audience towards the film or its star cast. To understand how the film trailer goes online, it is seen by the audience and shared by them on social networking sites and thus becomes a viral or chain marketing of the particular film. A virtual word of mouth on a social networking site hugely influences consumer preferences, behaviour and loyalty towards a particular film. (Alford 2005 Pp. 45)

This research will examine the impact online marketing has on films. How the consumer attitude and behaviour changes towards a film making it a success or a failure at the box office.

As online film piracy and downloading is going at a rapid rate this study will aim to explore that can ...