Product category:
Promotional marketing agencies
News Release from: Filmology
Edited by the Marketingservicestalk Editorial
Team on 30 April 2007
Filmology premiers marketing with the
movies
Incentive specialist Motivcom has launched Filmology, a dedicated promotions company that will capitalise on the glamour of the film industry to enhance incentive and reward programmes.
Filmology is the study of motion pictures and filmmaking, according to Wiktionary, sister dictionary to online encyclopaedia Wikipedia It is also the name of the new dedicated movie marketing and promotions company being launched by Motivcom, whose major brands include P+MM and Fotorama
Filmology's expert services will fully use the glitz and glamour associated with the film industry and create unforgettable marketing campaigns that will make a fantastic addition to sales promotion and experiential campaigns, corporate entertainment, client hospitality and gifts, as well as staff incentive and reward programmes.
David Pearson, Director in charge of Filmology, is probably the UK promotion industry's leading film promotions specialist.
He joined P+MM in 1999, has built up the company's expertise and has delivered hundreds of successful on-pack promotions, bulk ticket deals and events using cinema.
He explains: "Film and cinema-based promotions remain among the most effective and popular types of sales promotion in the UK due to their widespread accessibility, universal appeal and the popularity of the medium.
"They also offer the added experiential value that is associated with watching the latest blockbuster on the big screen.
"What's more, what other campaign offers a reward that changes every week? "We have rapidly negotiated promotional agreements with three major international brands and will be announcing them in due course".
David Lebond, Executive Director for Motivcom, commented: "We have been in the film promotion business since 1999.
"This was the next step, becoming the first truly integrated movie promotions house in Europe.
"We have established business relationships with the four leading cinema houses - Odeon, Empire, Cineworld and Showcase - as well as with smaller independent cinemas across the country.
"This gives us the ability to deliver a successful film promotion to fit a brief of any size, from individual vouchers to running a series of simultaneous events across any number of different venues".
Lebond continued: "Filmology will analyse brand objectives, target market and the available budget before devising a film promotion to match the brief.
"There is a definite 'chat' factor involving films; they provoke a reaction and people talk about them afterwards with friends, family and colleagues.
"Where would today's gossip columns and celebrity magazines be without film stars? Promotional campaigns running alongside the film will further enhance the experience".
The number of people visiting the cinema continues to show healthy growth.
As the cinema industry and film going becomes even more popular, so does its popularity as a promotional or incentive reward.
Cinema vouchers offer big discounts and, while high street retail vouchers may offer a relatively small discount off the retail value, cinema vouchers can be offered for up to a massive 40 per cent off the face value.
Filmology is working closely with Richard Pink, previously Promotions Manager at Kellogg's, now at Pink Key Consulting, who is highly experienced in the relationship between brands and licensing especially film properties.
Richard Pink commented: "The merchandise created alongside film releases is licensed property.
"It is big business and, when much anticipated films are issued on general release, promotions have to be carefully crafted to ensure that there is sufficient control of the rights and assets, but also that the opportunities are maximised and that the essence of the film is reflected in the activity".
Janet Smith, ex-head of marketing for UCI Cinemas is also acting as a Consultant to Filmology.
Janet commented: "Having worked with P+MM on film-related promotions for over seven years the company is in a league of its own in this industry".
Filmology will be expanding and is already recruiting a manager with film distribution industry expertise to strengthen its resources.
Pearson continued: "Our resources and experience mean that we can not only provide a whole variety of different services in relation to the movie industry, but also guarantee to deliver a hugely successful and professional film promotion.
"The film industry is thriving and we see many exciting prospects to apply our experience of the market to develop this further.
"We've created Filmology to focus attention on our expertise as we build on our established reputation as the industry specialists, the movie experts.".
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