Definitive Guide to Entertainment Marketing, The

Al Lieberman is a Clinical Professor of Marketing and the Executive Director of the Entertainment, Media, and Technology (EMT) Program at the Stern School of Business, New York University, where he was awarded the first Albert Gallatin endowed Chair as Professor of Business. He has created a unique specialization curriculum with courses covering the marketing, professional management, finance, accounting, globalization, new media, and strategic development of the entertainment, media, and telecommunication sectors.Professor Lieberman has extensive experience in the world of entertainment marketing. He served for over 12 years as President and founder of Grey Entertainment and Media, a wholly owned subsidiary of Grey Advertising. Under his leadership, Grey Entertainment grew to become a leading specialized marketing and communications agency, servicing clients such as Warner Bros. Studios, Warner Home Video, ABC Entertainment, Harper Collins Publishers, Viking/Penguin, Murdoch Magazines, People Magazine, Universal Music, Radio City Music Hall, Madison Square Garden Network, Metro Cable Coop (1.800.OK.Cable), Celebrity Cruises, and Barbados Board of Tourism, among others.Professor Lieberman also served as Executive Vice President of Simon & Schuster. As General Manager of the Silhouette book division, he played a significant role in launching the Silhouette paperback brand, which grew to over $250 million dollars in retail sales worldwide, with distribution in 90 countries and 16 languages.His research involves film festivals, technology and its disruptive impact on media and entertainment, and global entertainment and media. He has worked and taught in Italy, France, Germany, India, Argentina, China, and Brazil. Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation, and increase revenue. Through the consulting practice of Esgate & Associates, Ms. Esgate’s clients have included the Walt Disney Company, Sony, Universal Studios, Jim Henson Productions, and the McDonald’s Corporation, along with an extensive list of individual projects both domestic and international. Ms. Esgate has had the pleasure of organizing several conferences focusing on the destination entertainment industry, including her own event, the Summit for Experience Creators, and enjoyed five years as the editor of EM magazine, a groundbreaking publication that focused on all facets of the experiential marketplace. Ms. Esgate has appeared at industry events as both a featured speaker and provocateur; she has also served as a faculty member for Harvard University’s Experience Architecture Forum and Pine & Gilmore’s popular Strategic Horizons thinkAbouts.

• Introduction Let Us Entertain You     1The Market for Marketing—and Marketing Professionals     2What Sets Entertainment Marketing Apart?     5New Channels, New Challenges     6Marketing to the Mass     6The Digital Disruption     7A Marketer’s Manifesto     9Chapter 1 Begin with the Basics: The What and Where of EntertainmentMarketing     11The Four Cs     11The First C: Content     13The Second C: Conduit     16The Third C: Consumption     16The Fourth C: Convergence     17Summary     22Chapter 2 Getting the Product to Market: Who and How     23Molding the Message     23In the Good Old Days     24Vive La Revolution!     25Super-Size Me     26Decisions, Decisions     29Summary     43Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee     45Big Numbers for the Big Screen     45A Bit of Background     47Reducing Risk: High Concept Films     48Dum-Dum....Dum-Dum     48Reducing Risk: Hollywood Meets Madison Avenue     50Behind the Scenes: The P     53Out the Door and Onto the Streets: Distribution      55Theaters: Still Big Box Office     57Movie Marketing: Who Are the Targets?     58Marketing Methods     61Ticket Presale Conduits     65The Oscars—A Powerful Mrketing Tool     65Techno Tools     66Planes, Trains, Automobiles—and More     67Independent Films     67Summary     72Further Reading     73Magazines to Devour     73Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio     75Broadcast Basics     75Local Television Stations     80The Basics of TV Ratings     82Promotion and Marketing     89Syndication     93What’s Mine Is Not Yours: The Impact of Technology     98Noncommercially Driven Broadcasting     99Summary: Network TV and Syndication     101Radio     101Summary: Radio     111For Further Reading     111Magazines to Devour     111Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age     113The Multichannel Video Universe    113Beyond Basic     125Media, Marketing, and Money     127The Search for Subscribers     130Cable Television: A Marketing Powerhouse     132Summary     133For Further Reading     133Chapter 6 Digital Disruption     135Cable Levels Off: The Era of New Challenges     135Over the Top     139Disruptive Conduits     141Summary     146For Further Reading     146Chapter 7 Publishing: The Printed Word Goes Digital     147In the Beginning     147Books     148Marketing Books     157Discoverability     162Branding     164The Changing Publishing Environment     166Summary: Books     169Newspapers and Magazines     169Summary: Newspapers and Magazines     173Summary: Publishing     173For Further Reading     173Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing     175The Game’s Afoot     175Going Mobile     179Mobile Marketing     183Summary: Games, Mobile Applications, and Mobile Marketing     185For Further Reading     186Chapter 9 The Universal Language: Music      187They’re Playing Our Song     187The Three Forms of Property     188Major Players     189The Music Development Process     191The Changing Face of Distribution     193Reaching the Masses     195Marketing the Music     199Market Segments     200Musical Theater     204Billboard: The Bible of the Business     208Summary     208For Further Reading     208Chapter 10 Major Leagues, Major Money: Sports     211This Sporting Life     211Major League Sports     214The Rest of the Story     224The Business of Brands: Licensing and Sponsorship     227Technology Trends     231Marketing Challenges     234Summary     236For Further Reading     236Chapter 11 On the Road: Travel and Tourism     237Travelin’ On     237Building the Plan     239Advertising, Publicity, and Promotion     243Creating an Identity     243The Dynamics of Travel and Tourism Marketing     247Relationship Marketing     251Other Destination Entertainment     254Summary     263For Further Reading     263Chapter 12 What’s Next: A Global Snapshot    265Global Regions: North America    267Global Regions: Latin America     268Global Regions: EMEA     271Global Regions: Asia Pacific     274Summary     276Conclusion Where Do We Go from Here?     277Who: The Consumer     277What: Technology and Trends     278Why: The More Things Change     278Where: Where Do You Want It?     279When: Get Onboard     279Index     281