By-products of the cinema and the caso of the Star Wars films

Résumé du document

This dissertation deals with the subject matter concerning the by-products of the cinema. Thereafter the dissertation will progress to collect sufficient evidence that is required to efficiently market and broadcast a particular kind of product. This concept can be clearly explained by firstly stating the important characteristics of the product, then subsequent marketing within the film and finally charting out the investments of products. The by-products are considered on a later basis as leading extension of the main product. The methodology used for the former is as follows: Research is done for articles required for clipping and the marketing of the cinema. This initial research essay will pave the path for additional research that needs to be carried out for future work to progress smoothly.

Extraits

[...] George Lucas foreseeing nevertheless a success, negotiates at this moment there a weaker salary but a total property on the rights concerning by-products, musical rights and those on the suites of the film. Also the contract foresees that it puts back 5 in of the receipts of the film in the FOX. He creates then Lucasfilms LTD aiming at the production of his films. The director takes charge and controls all on receipts and launches of by- products, production of special effects, use of new technologies . From the beginning, Lucas puts so all the trump cards from his part. [...]

[...] Does not this new industry of by-products influence the point of view of the director? The creation would not be free any more, guided unconsciously by the profitability. The drift would be that the film becomes the shop window of by-products. Small Soldiers, film produced by Dream Works in association with Universal, became famous in this extreme (Sabatier, on 1998). According to the comments of the director, Joe Dante, it was a question " an enormous commercial for a collection of toys The marketing strategy of sale of by- products had been elaborated before the realization of the film. [...]

[...] By products : Brand extension Terminology The brand conveys a set of values. It is " a contract crossed with the consumers: it promises a difference, a continuance, a regularity. It guarantees the popular level of satisfaction. " (Kapferer, on 1994) The brand extension consists of the use of the brand of an existing product to penetrate into a different category of product. The new product benefits so from the fame, from the image and from the familiarity which enjoys the brand. [...]

[...] They are tools of the promotion of the film. The purchase of the by-product can be made for the product in itself, with the aim of keeping a recollection of the film or to mark its membership with certain ideas, in sign of recognition, membership. But all the films can not be the object of a broadcasting of by-products; the realization of a typology is imperative itself here. A first approach of the consumers was also drawn in this work but it requires to be developed through their characteristics, through their motivations as for the purchase of the by-product. [...]

[...] So, the purchase of right by-products became so a major stake for the advertising announcers and the manufacturers. Going from the use of a drawing, a logo, a brand, or a personality; by way of the elaboration of products, ranges or still a campaign of promotion. The subject covers various domains of competence: Economy, law, marketing, social psychology . This study will approach these aspects by privileging however the marketing optics, to end on relevant problems. So, at first, we shall draw up a presentation of the concept "by-products" by detailing the characteristics. [...]