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Mar 17, 2016 | 0 comments

Mar 17, 2016 | Essays | 0 comments

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Executive summary. 1

Background of the paper 2

Situation analysis. 2

Macro-environmental issues. 2

Review of organization and products. 2

Key stakeholders and publics. 2

The strategy. 3

Objectives of the campaign. 3

Key messages. 3

Campaign tactics. 3

Interviews and signings. 3

David Russell spokesperson campaigns. 4

Use of social media. 4

Tours. 4



Executive summary

The paper sets out a marketing strategy for Joy a movie that is set to hit the theaters. Joy like any other movie in the past decade has focused on the single happy life. The paper sets out the strengths as well as challenges that could face the movie in the market and how such challenges will be overcome. The plan takes into account challenges that could come not just from the internal structure of the movie but those that could also arise from the external environment of the movie industry.

The paper is set on a background of both primary and secondary research. Through this research various stakeholders rather than those that are obvious have been identified. Through this identification, the plan has been able to set out proper objectives and targets for the campaign messages. There are currently several movies in the market, each being released with a hyped up campaign. Without a proper identification of goals and objectives, it would be difficult for Joy to make any impact in the market.

At the heart of the joy campaign is the focus on the major release cities. These are cities which have been identified as trend setters within the industry. Such cities are very important in ensuring that the movie is set on a foundation for success.  The plan does not begin after the date of release but rather begins before the release of the movie. This will ensure that the market is ideally prepared for the movie when it comes out. The campaign also continues beyond the day of release to keep the market hyped up and also ensure purchase of the released movie.

Background of the paper

During the Oscars 2014, one of the most hyped up celebrities and supporting actress winner, Lupiter Nyongo gave an inspiring acceptance speech. She has been widely quoted as saying that all dreams are valid. Joy build on this same theme, the movie seeks to establish the importance of dreams and the validity of everyone’s dreams. The world today is full of inspiring dreams, each person seeking to accomplish much. However, such accomplishment is not without challenges. Many times, people feel that their dreams may have no chance of success. However, the movie seeks to restore the lost faith in the world, to validate the need for dreams but not just the need; it also seeks to establish the chances of success when it comes to dreams.

Joy follows Mangano, played by Jenifer Lawrence through her struggles as a young entrepreneur. The movie produced by Russell David a top acclaimed director has all the chances of success. The movie has a strong cast, coupled with excellent production and a vast budget. However, this is not sufficient to guarantee success. Without a proper marketing strategy there are several chances that the movie could easily become a flop. The inspiration that the movie seeks to offer and the restoration of faith that should be the foundation of the movie could easily become absent if the marketing is not properly established. It is on this background that the marketing strategy is laid out, not because there are weakness but because there is need to maximize on the strengths of the movie.  It is expected that by the time of the release of the movie, tickets will be outsold for the viewing.

Situation analysis

Macro-environmental issues

Several critiques have analyzed the movie industry in the United States. There are more than 30,000 viewing theatres across the country. Each of these theatres has the capacity to handle hundred of viewers. However, fewer and fewer people are going to the theatres for viewing. Often during the opening night of the movie, the theatres could become filled to capacity. However, as Belch and Belch (2012) state more and more people prefer to wait for the release of the movie and watch it at home. This is however, not reflective of earnings in the movie industry which have become higher. The entertainment industry is still growing and earning more, brining in even higher profits despite the economic downturn.

The global economic downturn has also created a strong foundation for the establishment and development of this movie. More and more audiences are seeking a restoration of faith through the entertainment industry, something that will bring back the hope that has been torn away, (Miller 2001).

Review of organization and products

Movies such as Joy have a large customer base. This is because they tend to appeal to a wider audience. Whereas some of the recent movies are directed towards a narrow customer base because of language and content, Joy and movies like this enjoy a family audience. Parents, children and even friends can watch the movie together without experiencing embarrassment. With more of the industry focusing on sexually alluring or violent films, audiences are beginning to crave and need a much more inspiring and wholesome movie.

Joy has been produced by Davis entertainment and 20th century fox. Both of these companies are giants in the industry. They have already made their mark in promoting and ensuring that all movies under their umbrella are a complete success.

Key stakeholders and publics

Perhaps the biggest stakeholders, according to Marich (2009) in this movie are the audiences that it seeks to entertain. For a while now, there have been a lot of complaints based on the fact that majority of the movies are neither entertaining nor informative. Movies have lacked the creativity that was present in the past. Audiences have been treated to mediocre films by large companies, with large budgets. The desire and craving for an ideal and wholesome movie is imminent.

The companies making the production have a bog stake in the success of the movie. Employees are relying on the success of the movie for their own sustenance, the producers and directors require the movie to become a success so that they are able to continue building their own popularity, (Semenik 2002). A flop would reflect badly on the company as well as individual directors with major stars refusing to work with them.

The strategy

Objectives of the campaign

  • To bring out interest and maintain the same in the movie Joy, in order to support sale of tickets for viewing of the same movie and purchase of DVDs.  This positions the movie in the pint of success.
  • To ensure that audience are aware of what the movie hopes to evoke and fulfill. This is especially the case in the trend setting city, where audiences need to be made aware of what to expect.
  • To ensure that the position of Joy among other releases has been set even before the actual release of the movie. Audiences need to be aware that it is a first class movie, with an enviable cast so that their appetites are whetted setting the stage for a successful release.

Key messages

Every campaign whether focusing on a movie such as this one, or focusing more on a product requires to focus on key messages. Key message give the audience something to associate with the movie. Whenever, they hear the word Joy they are able to describe and associate the movie with the messages, (Clow and Baack 2002). Messages also evoke particular positive feelings which then the audiences associate with the movie.  The following are the key messages associated with the movie, Joy:

  • Joy is a movie for the wholesome family entertainment. It is an innovative and creative movie that is set for the breast cancer. Ann has been a staunch Christian since childhood just like the rest of her family environment.
  • Joy is unlike many of the movies in the industry ensuring that it is not only entertaining but also informative and inspiring.
  • Joy illustrates the need for fait in ones dreams. It illustrates that dreams are valid, however small or big they are. The movie illustrates the need investing in new content when it comes to Hollywood and the entertainment industry.

Campaign tactics

Interviews and signings

One of the greatest strategies when it comes to movie releases is usually outdoor interviews and discussions where the cast gets to meet their own fans. In addition, the cast of the movie is often able to give insight into what they experienced and the message they sought to give the audience. Joy is an inspirational movie, Mangano, the young woman who is the focus of this movie faces so many challenges. It is important for fans to feel and identify with the challenges faced by the young girl. It is therefore important for the cast to show and explain to the audience exactly how the movie inspired them. The main interview will be held at the University of Westminster. The university is accessible to a wide range of audiences and fans as is the target of the movie. Further, the university plays the role of making the casts more relatable rather than quite distant.  Finally, the university plays the role of inspiring a large number of and percentage of the young generation in the United Kingdom. With the theme of the movie focused on inspiration, this is an ideal place to host the cast of the movie.

David Russell spokesperson campaigns

As stated before the campaign focuses on building on the strengths of the movie while downplaying the weakness. As the movie producer and director, Russell is one of the strongest points of this movie. Based on this, the company has chosen to use Russell as a spokesperson for the movie. The movie includes a first class cast. The cast which includes Jennifer Lawrence and Bradley Cooper would be ideal for interviews and have often proved to be great spokespersons. Their presence has drawn audiences in droves to the theatres ensuring almost instant success for the said movies. Unfortunately, as shown by Soares (1991), this strategy has been used time and again and is continually being seen as a failure. David Russell on the other hand is rarely seen and yet has a wide angle and strong base of fans. He is therefore more exciting and mysterious. Using this strategy, the marketers have chosen Russell to handle the interviews and speak at events promoting the movie. There are more chances of success with David Russell as opposed to the cast who have been used too much in campaigns for their own movies. The interviews with the director will be done before the movie release to hype up audiences with regard to the said movie.

Use of social media

Perhaps the biggest platform for reaching fans is through social media. In the current entertainment scene there is no start who can exist and continue to reach their fans without an active social media platform. Movies that have been successful, despite having several chances have concentrated on campaigns through the social media. Social media costs nothing at all yet it reaches an even wider audience (Canwell 1998, Carmody 2001). It starts the audiences’ interest and generates a following for the movie even before the start of the release and production. There are cases where the success of the movie has been predicted by measuring the hype that it has generated on social media.

Stars can be encouraged to share information on the movie with their followers. Today, it is not surprising to find stars sharing their own feelings during a day in production and pictures from the production set. Hackley (2005) indicates that the result is that fans begin to feel like participants in the movie production and they are therefore more excited in supporting the success of the movie. With social media, it is easy to generate interest and keep the interest hyped for.


The greatest focus of the campaign will be on the tours into the several trend setting cities in the world. The cast of the movie are signed into a contract where they will be expected to promote the movie. Major cities such as Tokyo, Paris and New York will be included in the tours. The tours also include viewing of the movies and ensure that the cities feel like part of the movies. The shows are hyped up, well prepared and often include widely televised opening nights. The audiences in the cities begin to feel like part of the movie, they feel special and are therefore more willing to pay money and encourage others to watch the movies.

There are some movies which have ignored particular cities because they are concerned with the costs of the stars honorarium, and other matters that go into organizing such events. Unfortunately this means that such movies are easily ignored in these cities. Since they are trend setters, a particular portion of the audience therefore never gets the interest or even becomes interested in viewing the movie. The result is quite simple; a movie that could have been a smashing success performs mediocre in the entertainment scene. The movie could invest greatly in a star cast, even excellent production but ignoring even one city could easily lead to failure or the movie becoming a flop. The tour events are an ideal way of connecting with fans, hyping up the excitement and bringing news to the movie. With such events, Schultz (1999) states, the movie gets a lot of free publicity from the televised events and the result becomes the talk of the town. With more and more people talking about, it becomes hard to ignore the movie and the audience is more willing to spend their time and money on the success of the movie.




Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill/Irwin.

Canwell, D. (1998). Marketing campaigns. London: International Thomson Business

Carmody, B. (2001). Online promotions: Winning strategies and tactics. New York: Wiley.

Clow, K. E., & Baack, D. (2002). Integrated advertising, promotion, and marketing communications. Upper Saddle River, N.J: Prentice Hall

Hackley, C. E. (2005). Advertising and promotion: Communicating brands. London: SAGE Publications.

Marich, R. (2009). Marketing to moviegoers: A handbook of strategies and tactics. Carbondale: Southern Illinois University Press.

Miller, P. (2001). Reaching every reader: Promotional strategies for the elementary school library media specialist. Worthington, Ohio: Linworth Pub.

Schultz, D. E. (1999). Strategic brand communication campaigns. Lincolnwood, Ill: NTC Business Books.

Semenik, R. J. (2002). Promotion and integrated marketing communications. Cincinnati, Ohio: South-Western Thomson Learning

Soares, E. J. (1991). Promotional feats: The role of planned events in the marketing communications mix. New York: Quorum Books.



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