Film Marketing

1st Edition

Authors: Finola Kerrigan
Paperback ISBN: 9780750686839
Imprint: Butterworth-Heinemann
Published Date: 3rd September 2009
Page Count: 276


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Film Marketing is the first book to consolidate existing literature into a well informed and academically sound textbook. The book focuses on the film industry as a whole, which incorporates popular (mainstream) fiction films (usually) in English, non English language fiction films, documentary films and art house films. In doing so, it is firmly embedded in the global film industry.

Although the film industry is global, it is dominated by the Hollywood major studios, and as such, discussion of the Hollywood film industry will be highlighted. But, unlike other film marketing books on the market, this book also highlights other successful film industries, such as Korea, Nigeria and India, as well as looking at examples of film marketing practices from a range of other countries which provide interesting case studies from Denmark, France, the UK and Hong Kong.

Film Marketing offers the student a unique combination of theory and practice and written in accessible student-friendly manner, presents an appealing and must-have text for anyone studying film.

Key Features

  • The only book dedicated to marketing in the rapidly growing film industry, from a marketing perspective
  • The first book to include global examples such as Korea, Nigeria, India, Denmark, France, the UK and Hong Kong, as well as Hollywood
  • The first book to combine theory and practice with a student-friendly use of pedagogy


Primary: Second and third year undergraduate students on film marketing courses (952 in the UK - see attached list); postgraduate film marketers

Secondary: Second year up film studies and film history students

Table of Contents

Chapter One: Introduction; Chapter Two: The Origins and Development of the Film Industry; Chapter Three: The development of film marketing practices; Chapter Four: Structural considerations and film marketing; Chapter Five: The film marketing mix; Chapter Six: Consumer selection of films. ; Chapter Seven: Film marketing materials; Chapter Eight: The film marketing calendar; Chapter Nine: Social marketing, equality and diversity: The role of film marketing; Chapter Ten: The impact of technology on film marketing practices; Chapter Eleven: Case studies; Chapter Twelve: Conclusions and recommendations.


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About the Author

Finola Kerrigan

Finola Kerrigan is a lecturer in Marketing at King’s College London. She is currently completing a PhD in marketing in the European film industry at the University of Hertfordshire Business School where she is a member of the Film Industry Research Group. She is also a visiting lecturer on the MA in Film and Television Production at Royal Holloway, The University of London. Her research focuses on marketing of the arts, specifically film and she has published and presented at national and international conferences in this area. She is a member of the Academy of Marketing and the Arts and Heritage Special Interest Group of the Academy of Marketing, The International Arts Marketing Association and the British Academy of Management.

Affiliations and Expertise

Lecturer in Marketing at King's College London.