The effect of integrated marketing communication strategies on entertainment industry: Case of Hollywood

This graduation thesis proposes a formal theory for the importance and the effect of Integrated Marketing Communication Strategies on entertainment industries underlying viewing figures for cinema films in Hollywood. It draws upon a historical background from Integrated Marketing Communication Strategies introducing it to movie industry by using specific applications from marketing and Hollywood cases. Hollywood Movie Industry requires that today there is one need to be front-of-mind in marketing individuals who have movie projects to work on-- the idea that each movie in and of itself is a brand. Since today movie is considered as a product, each movie that value million dollars needs to have a specific strategic marketing plan. The role of Integrated Marketing Communications on selling and having phenomenal movie is undeniable. When movie studios and marketing individuals are developing a film and its attendant marketing campaign, the focus on the mindset of creating, nurturing and monitoring a brand is to guarantee movie?s value. Marketing for movies differs from product marketing. Without this approach all of the steps in IMC chain especially the new media technology has potential to be mishandled. At the end of this thesis every steps of Integrated Marketing Communication and its application to movie business will be apprehend and proven by real time Hollywood cases.