Jan
16
Marketing to win an Oscar
Posted by: beier0816 | January 16, 2011 | Leave a Comment
As the Academy Award is coming soon, Fox Searchlight recently announced that it will release Screen Actors Guild screeners on Itunes Stores. They will give a code to 100,000 SAG members, which allow these members to download the HD version of 127 hours, Convictions, and Black Swan from Itune Stores. By doing so, the company hopes that these films (produced by Fox Searchlight) might have an edge in the upcoming SAG Award (an important indicator of Oscar). (Source: http://www.slashfilm.com/fox-searchlight-releases-sag-screeners-itunes/)
I think this is a smart move from marketing’s perspective. It shows that Fox Searchlight considers about the macroenvironmental factors in the movie industry. First, the company paid special attention to the increasing number of young members in SAG member’s demographics. Downloading movies from Itunes Store is largely appreciated by these young members. Also, the popularity of Itunes Store has become a major social trend.This tactic caught up the trend by partnering with Itunes Store. Finally, this is a good example of how company could use technology (online downloading tools) to market more efficiently.
Although it is unknown whether this tactic will be successful, Columbia, Sony, and Weinstein, you better watch out!!