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The Marketing Strategies of Hollywood

时间:2006-11-09 16:00来源:互联网 提供网友:nerlly   字体: [ ]
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The Marketing1 Strategies of Hollywood

                       

Consuello: Be prepared for a Hollywood holiday 1)blitz! The season is getting its 2)kick-off with one of the most 3)anticipated films this weekend. Harry2 Potter and the Chamber3 of Secrets is the 4)sequel to the wildly successful Harry Potter and the Sorcerer's Stone, which sold 971 million dollars worth of tickets world-wide. But this year's holiday offerings are 5)wrapped in more marketing tie-ins than ever, designed to pack you into theatres as well as into stores. Are they worth the price of admission? Joining us is the Wall Street Journal's Hollywood 6)columnist4, Tom King. Tom, good to see you. 

King: Good to see you, Consuella. 

Consuello: Now look, I learned from your column that the New James Bond movie, Die Another Day, will have some 24 different tie-ins. What is going on here? 

King: Yikes! Look out, Consuella and all you other movie-goers out there! MGM, I think, is setting some kind of record here by 7)lining up so many marketing companies to help it promote its movies. Not only are they hooking up with Finlandia Vodka and Aspen-Martin cars, but they've also made promotional tie-in arrangements with Samsonite Luggage, and Circuit City. 

Consuello: Why are they doing this, Tom?

King: Well, the studios look to these marketers to help them market their movies. In a very competitive holiday movie season, the studios have to spend an awful lot of money on television advertising5 to open their pictures. And to 8)break through the 9)clutter6, they turn to these other marketers and have them write out some cheques and spend some of their money to help them promote their films. 

Consuello: Right. Now MGM's new Bond movie is one extreme. But you reported that Miramax's Pinocchio, starring Roberto Bennini of Life is Beautiful fame, is taking a different tack7 only three promotional partners. Why is it limiting their partners?

King: Well, if you listen to Miramax, they say that they think that if you line up 24 different promotional partners, that it will 10)backfire -- that movie-goers sense that as a real marketing 11)avalanche8 and that it's a turn-off to them. So Miramax said they turned only to McDonald's, FAO Schwartz, and Langer's Juice, so it's a much more conservative campaign there.

Consuello: Sounds like a balancing act between Hollywood and the marketers. Tom King, thanks for joining us. 

King: Thank you.

 

 

好莱坞的新招

 

康休洛:准备好,好莱坞的假期闪电战开始了!本季有一部万众期待的电影要在周末开演--《哈利波特与密室》,它是《哈利波特与魔法石》的续集,后者大获成功,全球票房高达9.71亿美元。但是今年假期放映的影片比往年有更多的搭配销售,务求吸引大家既进电影院又进商店。高昂的票价是否物有所值呢?且听《华尔街杂志》的电影专栏作家汤姆·金的高论。汤姆,你好。

金:你好,康休洛。

康休洛:我从你的专栏中读到,新007电影《择日而亡》的搭销伙伴竟高达24家。到底是怎么回事?

金:嗳!注意了,康休洛和影迷们!米高梅又刷新记录了,它找到更多商家来帮忙宣传新片。这回它的搭销伙伴不仅Finlandia VodkaAspen-Martin汽车,还有Samsonite LuggageCircuit City

康休洛:他们为什么这么做呢,汤姆?

金:因为电影公司想让这些商家帮宣传电影。在竞争激烈的节假日播映期,首映前电影公司不得不花费巨额在电视上做宣传。为了解决困难,他们转向让别的商家出钱,利用其中部分金额来做电影宣传的费用。

康休洛:是的。米高梅的007新片就是个典型例子。可你还说米拉麦克斯公司的《匹诺曹》,由演过《美丽人生》的罗伯特·贝尼尼来主演,却只用了三家公司来宣传。他们为什么会限制搭销规模呢?

金:这个,不知你听过米拉麦克斯的说法没有,他们说如果一口气起用24个不同商家来做宣传,会起相反的作用--影迷们一旦察觉到宣传之势排山倒海,就会心生排斥。所以米拉麦克斯说他们只找了麦当劳、FAO SchwartzLanger's Juice,保守地进行竞争。

康休洛:听起来像是电影公司和商家之间寻求的平衡。汤姆·金,非常感谢你的评论。

金:谢谢。

 

注释:

1) blitz [blits] n. 闪电战

2) kick-off [5kik-Cf] n. 开始

3) anticipated [An5tisipeitid] a.期望的

4) sequel [5si:kwEl] n. 续集,续编

5) wrap [rAp] v. 包装的

6) columnist [5kClEmnist] n. 专栏作家

7) line up 排列,安排

8) break through 打破,突破

9) clutter [5klQtE] n. 混乱

10) backfire [bAk5faiE(r)] n. 相反作用

11) avalanche [5AvE7lB:nF] n. 雪崩,崩落

 


点击收听单词发音收听单词发音  

1 marketing Boez7e     
n.行销,在市场的买卖,买东西
参考例句:
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
2 harry heBxS     
vt.掠夺,蹂躏,使苦恼
参考例句:
  • Today,people feel more hurried and harried.今天,人们感到更加忙碌和苦恼。
  • Obama harried business by Healthcare Reform plan.奥巴马用医改掠夺了商界。
3 chamber wnky9     
n.房间,寝室;会议厅;议院;会所
参考例句:
  • For many,the dentist's surgery remains a torture chamber.对许多人来说,牙医的治疗室一直是间受刑室。
  • The chamber was ablaze with light.会议厅里灯火辉煌。
4 columnist XwwzUQ     
n.专栏作家
参考例句:
  • The host was interviewing a local columnist.节目主持人正在同一位当地的专栏作家交谈。
  • She's a columnist for USA Today.她是《今日美国报》的专栏作家。
5 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
6 clutter HWoym     
n.零乱,杂乱;vt.弄乱,把…弄得杂乱
参考例句:
  • The garage is in such a clutter that we can't find anything.车库如此凌乱,我们什么也找不到。
  • We'll have to clear up all this clutter.我们得把这一切凌乱的东西整理清楚。
7 tack Jq1yb     
n.大头钉;假缝,粗缝
参考例句:
  • He is hammering a tack into the wall to hang a picture.他正往墙上钉一枚平头钉用来挂画。
  • We are going to tack the map on the wall.我们打算把这张地图钉在墙上。
8 avalanche 8ujzl     
n.雪崩,大量涌来
参考例句:
  • They were killed by an avalanche in the Swiss Alps.他们在瑞士阿尔卑斯山的一次雪崩中罹难。
  • Higher still the snow was ready to avalanche.在更高处积雪随时都会崩塌。
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TAG标签:   疯狂英语  marketing  strategy
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