How does a brand marketer keep his head above water when choosing a fourth-quarter video promotion? The secret is to plan early. Planning now for next year's fourth quarter is not far-fetched and not as difficult as some may think.
Understanding the entertainment mind-set should assist you in estimating the video release dates of the 1996 theatrical winners. Traditionally, studios like to plan video releases six months out from the theatrical release. So, if you have insight into upcoming feature films, you can begin to examine the properties for theme-related and target-specific promotion opportunities. Planning out with this information, overlay the selected titles on your promotional windows in order of preference. Know that there will be other major brands competing for the big titles. You can leverage your position better with long-term objectives and foresight. When you wait for the "hot" properties to come to you, the stakes are higher because the studios have usually secured at least one corporate sponsor who has established the value. Additional marketing partners are usually encouraged to meet the level of spending the studio needs to justify giving equal exposure to the new partners.
The studios are very eager early on to secure the "first" marketing partner, even if it is only sincere "expressed interest." This alone can provide you with first right of refusal when the actual release dates are firmed up. It also gives the studio a base to work from and the studio may even be more flexible at this stage of planning. If your promotion proposal interests them, it will also provide you with category exclusivity and can also give you more ground for creative and concept development with the studio. Any company that has been through negotiations with entertainment promotions knows that anything can and will happen. But I can tell you from experience that it can be painless when you allow enough time for the push-pull that occurs when negotiating the studio-partner deal.
The best way to be aware of blockbuster opportunities is to work with your entertainment promotions agency. We begin researching the opportunities when the films are in preproduction. The next best thing is to read -- your newspapers, and consumer and trade magazines. You will learn about films in the making or planning to be made. Following licensing trends is another way to identify the hot properties. If licensing deals are being made, you can rest assured the merchandising soothsayers have the inside track on what's hot and what's not. We don't have to look beyond Walt Disney's "Toy Story" for evidence of that! Now, I wonder when the video release will be?
