Development of an integrated marketing communication plan for the film production company Studio 88 and their film "The Journey of the Elephant Soliman"

• Autor(a) principal: Swidersky, Robin Marc
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/29921
• topic: Integrated marketing communication; Communication plan; Film marketing; Comunicação integrada de marketing; Plano de comunicação; Marketing cinematográfico

The proliferation of communication channels and the subsequent expansion of possibilities present challenges for firms in terms of developing and handling their communication strategies. The utilisation of an integrated marketing approach is a viable answer for numerous firms, and within the scope of this thesis, it is being applied to the film company "Studio88" and its marketing efforts for the film "The Journey of the Elephant Soliman". The objective of this study is to design a comprehensive and efficient integrated marketing communication strategy for the film Soliman. This process entails the identification and integration of appropriate communication channels and content for the marketing of films in the family entertainment genre. To effectively execute the "in-company project" and address the research topic, a comprehensive literature review is conducted to get insights on the various communication tools utilised in film marketing. To gain a full understanding of the company, its product, and its objectives, qualitative research employing interviews and Inductive Content Analysis was undertaken. To facilitate the future implementation of the communication plan, a quantitative study was conducted to examine the communication channels and content related to cinema within the primary target demographic of "family entertainment". This demographic specifically refers to parents with children aged 6-12 years. The study employed a survey methodology, which belongs to the category of descriptive research. The findings of the study offer insights into the diverse preferences pertaining to communication channels and content within the primary demographic (families). Children require communication through quite different routes compared to parents and necessitate the provision of distinctive information. Ultimately, the findings can be integrated into the Integrated Marketing Communication Plan (IMC) to effectively coordinate the overall communication strategy for the cinema film. The outcomes of this study, alongside the internal project, hold significant value for film producers involved in the realm of family entertainment.