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The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World [Secure eReader]
eBook by Al Lieberman
eBook Category: Business
eBook Description: Entertainment is now a $500 billion industry that reaches into every corner of human life. The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World profiles that industry, from film to print, music to theme parks--and shows exactly how to find and reach your market in today's insanely competitive marketplace. Discover the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success... and learn how to create tomorrow's blockbuster properties, starting today.
eBook Publisher: Pearson Education/Financial Times Prentice Hall, Published: 2002
Fictionwise Release Date: June 2004
 
P.T. Barnum was the master showman. He knew what the masses wanted, from lowbrow sideshow freaks to the highbrow culture of Jenny Lind, imported straight from Europe. Barnum knew that people craved entertainment--it gave them somewhere to go, something to talk about, something to take their minds off the humdrum days of their humdrum lives. He excelled at divining the desires of his audience and creating just the spectacles they'd flock to see. And, he knew that the buildup to a show was just as important as the actual performance. Barnum knew that the right kind of promotion was critical to the success of the show--and that every event and every happening called for its own particular approach to its own particular audience. What P.T. Barnum knew best of all was that to pull in an audience, you have to reach out the hook and reel them in. You need the right hawker out there, enticing the crowd. You have to make them notice, make them wonder, and get them to follow their curiosity right into the tent. P.T. Barnum may not have heard of the term yet, but he was the Master of Marketing. While the basic principles of marketing may not have changed drastically from Barnum's days, the global big top has increased dramatically in size. Entertainment drove more than $500 billion in worldwide revenue in the year 2000--more bucks than Barnum could ever have ballyhooed his way. And, given that figure has been rising every year for the last decade, odds are that the dollars will continue to pile up. Today, there are a lot more Barnums, many more tents, and innumerable hawkers out there shouting for our attention. In fact, the din has been raised to the point that, in order to lure us into the tent, entertainment marketing itself has turned into a form of entertainment all its own?a virtual sideshow of technology, celebrity, and bells and whistles. And the big top? Sometimes it seems as though we're destined to live under one tent, supplied by one fast food company, one software company, and one entertainment company. But for now, we're somewhere in between Barnum and BizCorpGlobal. Entertainment Takes the Stage Entertainment as an industry has shown steady growth since P.T. Barnum's day. While the first big kick occurred in the early part of the 20th Century, when movies appeared on the scene, the true explosion of entertainment came in the post-World War II era. Movie moguls enjoyed a relatively cornered market in pre-war times; Hollywood was the center of attention, given that technology had not yet reared its intriguing head in the form of television. The favorite at-home form of entertainment was radio, which had grown from crystal sets in the attic to decorative cabinets in the living room, with the family gathered 'round for an evening of music and programming. Then the world turned upside down. From V-Day to V-Chip Outside the palm-lined streets of Hollywood, the world was in transformation. While the United States slowly crawled out of the Depression through a series of government-related programs, other parts of the globe found themselves under different influences. The poor and starving in Europe and Japan turned their eyes toward leaders who promised a new and glittering future, born out of the rising of the masses, the extermination of undesirables, the acquisition of historic land holdings--whatever it took to build a power base. It was only a matter of time before the global cauldron boiled over. World War II arrived, and with it, a sociological and technological upheaval unlike any that came before.
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