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Film Marketing: The Impact of Publicity Activities on Demand Generation

Film Marketing: The Impact of Publicity Activities on Demand Generation

Figen Öcal, Süphan Nasır
Copyright: © 2016 |Pages: 18
ISBN13: 9781522501435|ISBN10: 1522501436|EISBN13: 9781522501442
DOI: 10.4018/978-1-5225-0143-5.ch019
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MLA

Öcal, Figen, and Süphan Nasır. "Film Marketing: The Impact of Publicity Activities on Demand Generation." Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector, edited by Upendra Singh Panwar, et al., IGI Global, 2016, pp. 324-341. https://doi.org/10.4018/978-1-5225-0143-5.ch019

APA

Öcal, F. & Nasır, S. (2016). Film Marketing: The Impact of Publicity Activities on Demand Generation. In U. Panwar, R. Kumar, & N. Ray (Eds.), Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector (pp. 324-341). IGI Global. https://doi.org/10.4018/978-1-5225-0143-5.ch019

Chicago

Öcal, Figen, and Süphan Nasır. "Film Marketing: The Impact of Publicity Activities on Demand Generation." In Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector, edited by Upendra Singh Panwar, Raj Kumar, and Nilanjan Ray, 324-341. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0143-5.ch019

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Abstract

Since promotional activities are highly important for attracting moviegoers to a new movie, producer companies engage in marketing promotional activities to increase box office revenue. The main goal of this study is to identify and analyze impact of marketing promotion activities on creating preference for moviegoers to watch the film as well as the opening weekend box office revenue of that film. This paper starts with reviewing the literature about the film marketing and continues with outlining the facts about movie industry in Turkey. Finally, it ends up with analyzing the impact of publicity activities on attracting moviegoers' to watch a film and the opening weekend box office performance of the film in the context of Turkey. 41Turkish movies that were released in 2010 – 2014 are analyzed with the purpose of revealing the relationship between the publicity activities and box office performance. As a result of regression analysis, media coverage (the number of publicity news) exhibited strong predicting power of tickets sold at the opening weekend (the number of audience).

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