Movie Marketing Essay: Communications & Media Essay

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Movie Marketing
The world of entertainment is a fascinating sector. The movie sector is among the top on the favorites sections of the entertainment list. A 2019 research by NPD Group shows that 27 percent of entertainment time in the US in 2018 was spent watching movies. The second in the list was music with 19 percent and video games at 16 (Stych). For the watching of movies to gain that popularity, some effort of marketing was invested. This paper analyzes the audience for the March 2021 movie Raya and the Dragon. It also discusses the marketing strategies for ensuring the movie gets full awareness and a big reception upon its release on 12 March 2021 (Walt Disney Animation Studios).
Audience Profile
Raya and the Last Dragon are an animation film that targets the youths because the movie's premise identifies with them more. The movie is set in at a time when humanity is facing a crisis from monsters. Five hundred years ago, these monsters led by Druun were defeated by Dragons, who sacrificed themselves to save humanity ("Raya And The Last Dragon"). Raya has the most challenging task of tracking down the last Dragon for the sake of humanity. Along the way, she learns that she is up for a more formidable task than she thought.
Although youths are dynamic, they love to explore adventure movies, and the film Raya and the Last Dragon is the perfect choice for them. The film is indebted to the computerization of characters. Technology has taken over the lives of youths as everything has technology. Amazingly, technology has humanized animals and used animated characters instead of real humans in the film. This is a feature that attracts youths who want to be identified by trending technologies. The use of animations is a relatively new feature in the movie-making industry and adds to the target audience's weight.
Marketing Strategy
As the distributor for the fil Raya and the Last Dragon, I will employ several strategies to ensure that the movie reaches many people. They include paid advertisements, grassroots advertising, and publicity. Kelly Marie Tran played the role of Raya in the film. She a successful actor and I would tap her prominence and success in films like War Stars to pitch my strategy.
Paid advertisements
Mainstream media plays a very instrumental in the marketing of the film. Radio, television, and print media reach out to movie fans in different ways (Taylor). This marketing strategy works best from five months to the release date. However, I will have the adverts with breaks of three weeks alternating in each media form, beginning with the television. Very many people watch television. I will take advantage of and pay a prime-time advertisement during a youth's show and prime news hour. This strategy is effective if begun five months to the date of releasing the movie. I will direct that the trailer is played twice with voice narration to invite people to the movie's grand release within the show. The trailer is very catchy, and if played repeatedly, it gives the audience an urge to want to watch it. In an alternative advert for the movie, the audio of the trailer remains mute. Simultaneously, a voice narration explains the new features in theatres due to COVID 19 ...