Service Marketing Analysis Of Movies As Unique Service-Products (2024)

https://doi.org/10.21272/sec.4(2).44-55.2020

Journal: SocioEconomic Challenges, 2020, №2, p.44-55

Publisher: Academic Research and Publishing U.G.

Authors: Ádám Horváth, Balázs Gyenge

Abstract

One of the features of films compared to other cultural products is the possibility of their use for advertising and information activities and influence on the formation of needs and audience preferences, as well as different patterns of consumer behavior. The urgency of this scientific problem is that the sale of cinema products today is impossible without a marketing system. The application of different marketing strategies depending on the specific tasks allows a differentiated approach to each project and achieve the goals both from the standpoint of contribution to the development of culture and in terms of obtaining economic effects from the film industry. The main purpose of the study is to substantiate and determine the features of the use of marketing tools in the film industry. The study of marketing services for film production was carried out in accordance with the logical structure of the concept of “7P” (product, promotion, location, price, staff, physical environment, and the process of providing services). Recommendations for the marketing of services in the film industry: first, the choice of methods for watching movies depends on the type of media environment (traditional, digital), secondly, the choice of ways to obtain movies depending on their genre and subject, thirdly, in order to effective promotion of content and perception of the film identified the basic requirements for its trailer. The article proves that the marketing of services in the film industry is aimed not only at meeting the socio-cultural needs of the population but also at the commercialization of the industry, ensuring audience access to films, as well as creating market conditions for its sustainable development. The research materials are the basis for further research on current issues of modern film practice, integration of film production and film consumption. Keywords: movie consumption, service marketing, consumer behavior, cultural marketing.

List of references

Bajomi, L. E. (1980). Szalad, szalad a filmcím. [The movie title is running, running] Filmvilág, 23(7), p. 64. http://www.filmvilag.hu/xista_frame.php?cikk_id=7819.
Bárdosi, M. – Lakatos, Gy. (2005). A kulturális statisztika módszertana és fogalmai. [The cultural statistics methodology and concepts] KSH, Budapest. p. 15-16, 24. http://mek.oszk.hu/11100/11108/11108.pdf.
Baski, S. (2010). Csak egy kattintás (A filmelőzetesek története 3.) [Just a click (The history of movie trailers 3.)]. Filmvilág, 53(3), p. 51. http://www.filmvilag.hu/xista_frame.php?cikk_id=10084.
Baski, S. (2010). Csalfa remények (A filmelőzetesek története 2.) [Vain hopes (The history of movie trailers 2.)]. Filmvilág, 53(2), p. 48-49. http://filmvilag.hu/xista_frame.php?cikk_id=10050.
Baski, S. (2010). Hamarosan a mozikban (A filmelőzetesek története 1.) [Soon in the theaters (The history of movie trailers 1.)]. Filmvilág, 53(1), p. 44-45. http://filmvilag.hu/xista_frame.php?cikk_id=10032.
Burton, J. (2017). How Much Are Movie Tickets Around The World? WorldAtlas. https://www.worldatlas.com/articles/the-most-expensive-movie-ticket-prices-around-the-world.html Accessed: 2020.03.21.
Dornaleteche, R. J. (2012). The semiotic status of movie trailers. In Couto-Cantero P. & Veloso G. E. & Passeri A. & Gago J. M. P (Eds.), Proceedings of the 10th World Congress of the International Association for Semiotic Studies (IASS/AIS) (p. 1875-1884). Spain, Universidade da Coruña. https://ruc.udc.es/dspace/bitstream/handle/2183/13487/CC-130_art_183.pdf?sequence=1&isAllowed=y.
Edelberg, E. (2017). Survey Results: Closed Caption Use. 3Play Media. https://www.3playmedia.com/2017/04/21/infographic-closed-captions-use-survey/ Accessed: 2020.03.21
Evans, J. R. (2016). Business Analytics: Methods, Models, and Decisions. Pearson, p. 28-37. https://www.pearson.com/us/higher-education/program/Evans-Business-Analytics-2nd-Edition/PGM285763.html
Fouladirad, M. – Neal, J. – Ituarte, J. V. – Alexander, J. – Ghareeb, A. (2018). Entertaining Data: Business Analytics and Netflix. International Journal of Data Analysis and Information Systems, 10(1), 13-22. https://www.researchgate.net/publication/333998454_Entertaining_Data_Business_Analytics_and_Netflix.
Gorjian, B. (2014). The effect of movie subtitling on incidental vocabulary learning among EFL learners. International Journal of Asian Social Science, 4(9), 1013-1026. http://www.aessweb.com/pdf-files/ijass-2014-4(9)-1013-1026.pdf.
Gray, J. (2008). Television pre-views and the meaning of hype. International Journal of Cultural Studies, 11(1), p. 33-49. doi: 10.1177/1367877907086391.
https://doi.org/10.1177/1367877907086391
Huber, Z. (2014). A siker ára (Mi lesz veled blockbuster?) [The price of success (What will happen to the blockbusters?)]. Filmvilág, 57(8), p. 28-31. http://filmvilag.hu/xista_frame.php?cikk_id=11719.
Johnston, K. M. (2009). Coming Soon: Film Trailers and the Selling of Hollywood Technology. Jefferson, NC: McFarland & Company, Inc. Publishers. https://www.nyu.edu/tisch/preservation/program/student_work/2011spring/11s_thesis_Losben.pdf.
Kandikó, J. (2010). Marketingszemlélet és módszerek alkalmazása a kultúrában [Marketing approach and methodology in the culture sector]. Színigazdaság. https://www.szinigazdasag.hu/images/cikkek/2012/2013/Marketing%20a%20kult%C3%BAr%C3%A1ban%202010.pdf. Accessed: 2020.03.21
Kenesei, Zs. – Kolos, K. (2014). Szolgáltatásmarketing és –menedzsment [Service marketing and management]. Alinea Kiadó, Budapest. p. 218-220, 350. http://unipub.lib.uni-corvinus.hu/3287/1/VT_2018n1p2.pdf
Kernan, L. (2004). Coming Attractions (Reading American Movie Trailers). Austin, TX: University of Texas Press. https://utpress.utexas.edu/books/kercom
Kotler P. és Keller K. L. (2016). Marketing Management. Pearson Education Limited, London. pp. 187-194. https://www.pearson.com/us/higher-education/product/Kotler-Marketing-Management-15th-Edition/9780133856460.html
Lamkhede, S. – Das, S. (2019). Challenges in Search on Streaming Services: Netflix Case Study. In: Proceedings of the 42nd International ACM SIGIR Conference on Research and Development in Information Retrieval. ACM, New York NY. p. 1371-1374. doi: 10.1145/3331184.3331440
https://doi.org/10.1145/3331184.3331440
Lehmann, D. R., – Weinberg, C. B. (2000). Sales through sequential distribution channels: An application to movies and videos. Journal of Marketing, 64(3),18-33. doi: 10.1509/jmkg.64.3.18.18026
https://doi.org/10.1509/jmkg.64.3.18.18026
Mäntymäki, M. – Islam, A.K.M. N. (2015). Gratifications from using freemium music streaming services: Differences between basic and premium users. Proceedings of the 36th International Conference on Information Systems, Fort Worth, p. 1-15. https://www.researchgate.net/publication/286321837_Gratifications_from_using_freemium_music_streaming_services_Differences_between_basic_and_premium_users.
Nevelős, Z. (2013). Magyar hangja – Szinkronkészítők régen és most [Hungarian voice – Localization creators back and now]. Filmvilág, 56(9), 28-31. http://filmvilag.hu/xista_frame.php?cikk_id=11542.
Nyírő, N. (2013). A mozi. In: Horváth, D – Nyirő, N. – Csordás, T. (Szerk.). Médiaismeret – Reklámeszközök és reklámhordozók [Mediastudies – Advertisem*nt tools and mediums]. Akadémiai Kiadó, Budapest. p. 155-174. https://mersz.hu/dokumentum/dj151m__4.
Oaster, B. (2017). The Best and Worst of Movie Title Translations. Daytranslations.com. https://www.daytranslations.com/blog/movie-title-translations/.
Ofcom (2006). Television access services – Review of the Code and guidance. Office of Communicaitons. https://www.ofcom.org.uk/__data/assets/pdf_file/0016/42442/access.pdf. Accessed: 2020.03.21
Pavluska, V. (2014). Kultúramarketing: Elméleti alapok, gyakorlati megfontolások [Cultural marketing: theoretical backgrounds, practical considerations]. Akadémiai Kiadó, Budapest. pp. 296, 330-334. https://mersz.hu/dokumentum/dj229k__94.
Rappaport, S. (2014). Kickstarter funding brings ‘Veronica Mars’ movie to life. CNBC. https://www.cnbc.com/2014/03/12/kickstarter-funding-brings-veronica-mars-movie-to-life.html. Accessed: 2020.03.21
Reeves, B. – Lang, A. – Kim, E. Y. – Tatar, D. (1999). The effects of screen size and message content on attention and arousal. Media Psychology, 1(1), 49-67. doi: 10.1207/s1532785xmep0101_4.
https://doi.org/10.1207/s1532785xmep0101_4
Rokni, S. J., – Ataee, A. (2014). The effect of movie subtitles on EFL learners oral performance. International Journal of English Language, Literature and Humanities, 1(5), 201-215. (online access: https://pdfs.semanticscholar.org/05f9/e81dc6813f6f3d1e2c044331dccda22e3bb0.pdf)
Shang-Ikeda, S. (1994). Using captions increases comprehension. JALT Journal, 16(1), 83-89. (online access: https://jalt-publications.org/sites/default/files/pdf-article/jj-16.1-art6.pdf)
Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73-80. doi: 10.1177/002224297704100219.
https://doi.org/10.1177/002224297704100219
Varga, A. (2019). Netflix: Helló, Magyarország! [Netflix: Hello, Hungary!] Index. https://index.hu/kultur/media/2019/10/04/szia_magyarorszag/.
Veres, Z. (2009). A szolgáltatásmarketing alapkönyve [The main book of service marketing]. Aula kiadó, Budapest. https://bookline.hu/product/home.action?_v=_&type=22&id=79055
Vollans, E. (2014). Cross media promotion: entertainment industries and the trailer (Doctoral dissertation). School of Art, Media and American Studies, University of East Anglia. https://core.ac.uk/download/pdf/41989155.pdf.
Wang, K. – Liu, H. (2011). Language acquisition with the help of captions. Studies in Literature and Language, 3(3), 41. http://flr-journal.org/index.php/sll/article/download/j.sll.1923156320110303.1200/2151.

Publications that cite this publication

РОЛЬ МАРКЕТИНГУ У ПОВОЄННОМУ ВІДНОВЛЕННІ ПАРТНЕРСЬКИХ ВІДНОСИН НА РИНКУ В2В

Людмила Ярош-Дмитренко

https://doi.org/10.32782/2524-0072/2023-49-44

Number of citations	5
Number of works in the list of references	35
Journal indexed in Scopus	No
Journal indexed in Web of Science	No

051	Економіка
071	Облік і оподаткування
072	Фінанси, банківська справа та страхування
073	Менеджмент
075	Маркетинг
076	Підприємництво, торгівля та біржова діяльність
281	Публічне управління та адміністрування
292	Міжнародні економічні відносини

05	Соціальні та поведінкові науки
07	Управління та адміністрування
28	Публічне управління та адміністрування
29	Міжнародні відносини

Service Marketing Analysis Of Movies As Unique Service-Products (2024)

Abstract

List of references

Publications that cite this publication

References