RESEARCH: DISTRIBUTION COLLEGE
I watched a presentation on the FDA website by Kezia Williams, head of theatrical distribution at Pathetic. She talked about how distributors work to create a successful new marketing campaign for each film, on the film distributors’ association site. It was also explained by Chris Besseling, director of Marketing at Pathe, that distributors market a films USP (unique selling point) such as its close cast, its provenance, it awards and five star reviews to bring positive attention to the specific film (in the genre).
I choose the film To ‘All the Boys I’ve loved Before’ to research. To All the Boys I’ve Love Before is a 2018 American teen romantic comedy film directed by Susan Johnson and written by Susan Johnson. The film is based on Jenny Han’s 2014 novel of the same name, and was released by Netflix on August 17th, 2018. This film won awards for: MTV Movie Award for best kiss (Noah Centineo and Lana Condor) and Kids Choice Award for favourite movie actor (Noah Centineo). The film stars/main characters include Lana Condor, Noah Centineo, Janel Parrish, Anna Cathcart, Madeleine Arthur, Emilija Baranac, Israel Broussard and John Corbett.
I investigated the different aspects of To All the Boys I’ve loved Before of a marketing campaign and and film distribution for this film. This consisted of: film posters, teaser trailers, trailers, social media accounts such as; Instagram, Twitter etc.., interviews/press, award ceremonies, premieres and more.
Film Posters
The main poster for To All The Boys I’ve Loved Before, ahead of its arrival on Netflix in August 2018, the streaming service has released a poster and trailer for the teen romantic dram. To All The Boys I’ve Loved Before. Based on Jenny Han’s New York Times best-selling YA novel, the film is directed by Susan Johnson and features a cast tat includes Lana Condor, Noah Centineo and Janel Parrish; see the main/confirmed poster below (first image). There a few different variations of the poster, however the main on is by Netflix (where is is streamed): some including form the original book, which are also very popular. These posters are greatly effective as they introduce is to the main characters in the movie whilst also using famous movie talent to boost the marketing campaign. To All The Boys also decoded to sign some posters for the fans/fanbase sold on Amazon – the two main actors signed them.
Trailers/Teaser Trailers
See Below Teaser Trailer for To All The Boys I’ve Loved Before
See Below Trailer for To All The Boys I’ve Loved Before
To All the Boys is very well known for its teaser trailers and main trailer. The teaser trailer is used to make the audience be excited as to when the full trailer, then film will be out. The teaser trailer is always an effective marketing strategies to make the fans or the original book (or new fans) excited for the release. The full trailer is also one of the main ways to make the fans know when it is coming out, and who are all of the characters in the film, they also get to see more of the film, and analyse what is going to happen in this film (or how much of the film is related to the original book, in this case).
Social Media Platforms
To All The Boys I’ve Loved before has one main social media platform with the most following on Instagram – with a following of currently 1.9 million. This is very rare to have this large of a following on this platform, this shows that the fanbase is very loyal and enjoy interacting/going back to this specific platform. Twitter is the other popular social media platform, which currently has a following of 32.5k followers. This again, is another popular app to interact with fans and promote the film.
Press/Interviews
There are many different interviews with the cast to promote the film. For example: different games to do with the film, interview questions, behind the scenes etc..
See below for examples:
https://youtu.be/cPiwS2Nfz4o - cast plays “To All The Boys I’ve Loved Before” Cast Finds Out Which Character They Really Are
https://youtu.be/PB1huhiHNPQ - Interview with Lana Condor, Janel Parrish & Noah Centineo
https://youtu.be/Qxvue8mvvqM - Two main actors (Lana & Noah) take a lie detector test.
Interviews are always a good way for fans to get to know the actors, as well as promoting the film. These interviews are normally streamed on YouTube, and tend to get millions of views. For example; the interview with Vanity Fair for To Ally the Boys has 5.1 million views.
Overall
The marketing campaign for To All The Boys was very successful, so successful Netflix signed the film to have a sequel (the second movie is out on Netflix and the third is coming in 2021). This popular film has a rating of 4.7 rating out of 5. The overall budget was $18 million. There are no other financial information about the film.
Excellent work that shows a clear grasp of how a distributor handles the different strands of a marketing campaign. Detailed and full evidence.
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