Author :
Abstract
2020 yılında Netflix’de yayınlanan The Queen's Gambit filmi ilk 28 gününde dünya çapında 62 milyon hane tarafından izlenmiştir. Beklenmedik bir şekilde, genç bir satranç dâhisi olan Beth Harmon'un dünya şampiyonu olma hikayesi filmin konusunu oluşturmaktadır. The Queen's Gambit romanı, yayımlandıktan 37 yıl sonra The New York Times'ın en çok satanlar listesinde yerini almıştır. Google'ın satranç için arama sorguları ikiye katlanırken, "satranç nasıl oynanır" aramaları dokuz yıllık zirveye ulaşmıştır. Ebay alışveriş sitesinde satranç setleri ile ilgili sorular %250 artmış ve Goliath Games sitesi satranç satışlarının % 170'in üzerinde arttığını açıklamıştır. Dünyanın her yerinden satranç severlerin buluştuğu Chess. com’da ise satranç oyuncuların sayısı beş kat artmıştır (Gorbatch 2021: 2). Elbette ki bir filmin bu kadar büyük bir etkiye sahip olması film pazarlaması kavramını da gündeme getirmiştir. Film pazarlamasına ilişkin çok az akademik araştırma mevcuttur. Bu çalışma film pazarlaması kavramıyla ilgili olarak teorik bir çerçeve oluşturmaya odaklanmaktadır. Bu kapsamda da bu çalışma film pazarlaması ile ilgili yapılacak çalışmalar için bir temel oluşturmayı amaçlamaktadır.
Keywords
Abstract
Released on Netflix in 2020, The Queen's Gambit was watched by 62 million households worldwide in its first 28 days. Unsurprisingly, the story of Beth Harmon, a young chess genius, becoming world champion captured the hearts and minds of millions of viewers. The Queen's Gambit novel became the New York Times bestseller 37 years after it was published. Google's search queries for chess have doubled, while "how to play chess" searches have reached a nine-year high. Questions about chess sets increased by 250% on the ebay shopping site, and the Goliath Games site reported that chess sales increased by over 170%. In Chess.com, where chess lovers from all over the world suddenly came together, the number of chess players increased five times (Gorbatch 2021: 2). Of course, the fact that a film is so influential has also brought up the concept of film marketing. There is available very little academic research on film marketing. This study focuses on creating theoretical framework related to the concept of film marketing. In this context, this study aims to create a basis for the studies to be carried out on film marketing.
Keywords
- Benjamin, N. (2020). Movie Marketing: Evolution of Film Promotions & Augmented Reality Campaigns. Şubat 27, 2021 tarihinde Wowsome: https://www.wowso.me/blog/moviemarketing adresinden alındı
- Cheng, T. (2014, Ocak 5). Public Relations and Promotion in Film: How It’s Done and Why It’s Important. Syracuse University Honors Program Capstone Projects, 1-51.
- Demirel, E. U., Akyol, A., & Simsek, G. G. (2018). Marketing and consumption of artproducts: the movie industry. Arts and the Market , 8 (1), 80-98.
- Durie, J., Pham, A., & Watson, N. (2000). Marketing and selling your film around the world : a guide for independent filmmakers. Los Angeles: Silman-James Press.
- Follows, S. (2019, Mart 18). How are movie advertising budgets spent? Şubat 27, 2021 tarihinde Stephen Folows Film Data and Education: https://stephenfollows.com/howare-movie-advertising-budgets-spent/ adresinden alındı
- Gorbatch, A. (2021, Ocak 12). The Queen's Gambit: social media study. Şubat 28, 2021 tarihinde Awario: https://awario.com/blog/the-queen-s-gambit-social-media-study/ adresinden alındı
- Guru, B. C., M.S.Sapna, M.Prabhudev, & Mr.M.Dileep. (2015). Fılm Marketıng In Indıa: An Over Vıew. International Journal ofManagement and Social ScienceResearch Review , 1 (15), 92-98.
- Herrington, C. J. (2015). Fılm Marketıng&The Creatıon Of The Hollywood Blockbuster. Honors Theses, Public Relations and Advertising Common, Oxford 1-119.
- Horváth, Á., & Gyenge, B. (2018, Mayıs 16). Movıe Merchandısıng And Its Consumer Perceptıon. Integrated Economy and Society: Diversity, Creativity, and Technology , 637-644.
- Johnsen, M. (2019, Şubat 1). Film Marketing. Şubat 28, 2021 tarihinde https://mariajohnsen.medium.com/film-marketing-97ba41539cae adresinden alındı
- Jowett, G., & Linton, J. M. (2019). Movies as Mass Communication. Londra: Sage Publication, 1-142.
- Kerrigan, F. (2010). Film Marketing. Londra: Elsevier Lt.
- Kerrigan, F., & Özbilgin, M. (2004). Film marketing in Europe: Bridging thegap between policy and practice. International Journal of Nonprofit and Voluntary Sector Marketing , 9 (3),
- Mingant, N., Tirtaine, C., & Augros, J. (2012). Film Marketing:. J. Wasko içinde, Film Marketing - Macmillan International Higher Education (s. 1-194). ABD.
- M.Prabhudev, Dr.M.S.Sapna, Dr.Bhargavi, D.Hemmige, & Guru, D. B. (2017). pplication of Film Marketing Tools in Kannada Film Industry: An Empirical Analysis. International Journal of Trend in Research and Development , 4 (2), 81-84.
- Roos, D. (2008, Eylül 25). How Movie Marketing Works. Mart 2, 2021 tarihinde HowStuffWorks: https://entertainment.howstuffworks.com/movie-marketing.htm
- Simon, D. (2017). Character and Entertainment Licensing. G. J. Battersby, & C. W. Grimes. içinde New York, : Licensing Update 2017 Edition.
- Smith, S. M., & Albaum, G. S. (2012). Basic Marketing Research: Volume 1Handbook for Research Professionals. USA: Qualtrics Labs Inc, 1-159
- Tuohimaa, S. (2010). The Role Of Internet In Marketıng Premıerıng Movıes. Oulun seudun ammattikorkeakoulu Degree Programme in International Business , 2-66.
- Wilcox, B. (2012, Temmuz). Current Trends in the Marketing and Promotion of Movies Using Social Media. Marketıng Movıes Usıng Socıal Medıa , 1-38.
- Young, S. M., Gong, J. J., Stede, W. A., Sandino, T., & Du, F. (2008, Mart). The Business of Selling Movies. Strategic Finanse 35-41.
- https://www.statista.com/statistics/269977/global-advertising-expenditure-by-medium/ Erişim Tarihi: 27.02.2021
