"...Director Marilou Diaz-Abaya once said, “The Filipino movie industry is dying because of the dearth in film concepts or ideas.”
The same can be said about the lack of creative and effective campaigns for Filipino films, which oftentimes spell the difference between box-office victory and defeat.
This is a costly oversight for many film producers -- a major misstep that has forced a number of established studios to take an unwanted “sabbatical” from film production -- or to close shop..."
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Creative marketing and promotions for Filipino films
Published on page A2-2 of the June 10, 2006 issue of the Philippine Daily Inquirer
DURING the “Two-Day Film School,” a crash course that focused more on the business and less on the art of filmmaking, conducted by Dov S-S Simens of the Hollywood Film Institute, he repeatedly stressed a point: Aside from the usual excuses given to explain the box-office failure of most movies, one that is generally overlooked is the promotions and marketing aspect of the business.
Observation
The present state of local film industry validates this observation. Director Marilou Diaz-Abaya once said, “The Filipino movie industry is dying because of the dearth in film concepts or ideas.”
The same can be said about the lack of creative and effective campaigns for Filipino films, which oftentimes spell the difference between box-office victory and defeat.
This is a costly oversight for many film producers -- a major misstep that has forced a number of established studios to take an unwanted “sabbatical” from film production -- or to close shop.
While much creative effort goes into pre-production, production and post-production, the same level of creativity and effort is sorely missing come “promo” time.
It’s baffling, to say the least, that the box-office fate of a multimillion-peso product cum investment should be left to a “publicity and promotions scheme” that utilizes clichés: creates “tsismis” (gossip), the more scandalous, the better; and uses the trite “this-film-is-expensive-and-pang-award-thus-you-should-see-it” line, or the tasteless “this-film-is-a-graphic-sex-movie-almost-banned-by-the-censors” slant.
Indie movement
With the indie movement going up in terms of productivity, the brave souls who make digital movies deserve admiration and support for their willingness to invest “life and limb” in pursuit of their creative ideals.
That said, encouragement should come with caution if the end goal is sustainablity of the artistic exercise.
Unlike other commodities in the market, a movie is always a new product, and not one is exactly the same as the other. Therefore, the promotions and marketing campaign should be specifically tailored for each film by highlighting its strengths, “energizing” its weaknesses, and creating interest in the production
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