question

above the title

answer

In film credits, the name of a person or company appearing on screen before the title of the movie and at the very top on posters, though usually in smaller type size than the movie title

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acculturated

answer

Describes an ethnic audience that is bilingual and displays traits from more than one culture

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admission

answer

Refers to each person admitted to a theater; also called ticket sale, head count, or unit ticket sale

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affinity group marketing

answer

Targeting consumers who already have a preexisting kinship to an element of a movie, such as die-hard fans of an actor, genre, such as horror, and subject matter, such as religious or hobby interests

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aggregate deal/aggregate contract

answer

Simplest type of film-booking deal; specifies the film distributor gets a percentage of cinema box office without first deducting a house nut

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AMPAS

answer

Academy of Motion Picture Arts and Sciences

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ancillary market

answer

Film media after theatrical release, such as video and television

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answer print

answer

First complete version of a film but of rough technical quality and perhaps lacking some special effects and music

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app/application

answer

In the online world, a piece of software that performs a specific task and is most associated with providing devices a direct interface to media content

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artbuster

answer

Small-budget, box-office-hit film tailored for sophisticated audiences or in a foreign language, the phrase combining art house with blockbuster

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art house

answer

Esoteric, out-of-mainstream films geared for sophisticated tastes; often, the creative drive provided by the director

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attribution modelin

answer

In media, complex mathematic analysis of the extent a marketing message driving traffic elsewhere, such as a TV commercial directing viewers to a website; simply put—one media platform getting credit for generating some of the consumer activity at others.

question

auteur film

answer

A European school of film criticism that holds a deeply artistic film reflects the vision and bears the personal stamp of the director, who it the "author," using the French word

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avail (from availability)

answer

In television- and radio-advertising buys, a commercial slot that can be purchased

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banner ad

answer

In Internet advertising, a graphical web unit measuring 468 pixels wide and 60 pixels high that usually is presented like a billboard

question

billboard

answer

In media, a large outdoor sign with advertising; also, a short audio or visual announcement preceding or following a program that identifies a sponsor

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biometrics

answer

In research, applying statistical analysis to measurements of biological activity, such as analyzing eye movement or brainwaves

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blind bidding

answer

Licensing movies to theaters on a sight-unseen basis, which is illegal in most states

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block booking

answer

Illegal practice of bundling unwanted titles in a sale with desired titles

question

blockbuster mentality

answer

Eternal hit-orientation in Hollywood that every few years some pundit's lament is something "new"

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boost

answer

Purchasing additional advertising after the pre-release advertising campaign ends, going beyond basic newspaper listings

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boutique

answer

Specialized advertising agency that usually creates advertising campaigns

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box office

answer

Theater ticket revenue at the consumer-spend level

question

buena vista

answer

"Good view," a Spanish phrase used by Walt Disney as the name for some of its film and television-program-distribution divistions

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bulletins

answer

A standard-size, outdoor billboard measuring 14 x 48 feet

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calendar house

answer

Art-house movie theater that uses monthly mailings (presented as calendars with film titles and play dates) to promote its schedule, most films running just a few days each, not the customary full week

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calling tree

answer

In marketing, an organized network in which recruited persons agree to systemically pass on a message to others to create a mushroom effect, typically via telephone and/or e-mail

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CARA (Classification and Rating Admistration)

answer

Main U.S. audience classification entity for theatrical films, based in Encino, California; self-regulation industry organization created by trade group MPAA

question

Children's Advertising Review Unit (CARU)

answer

A nonprofit organization founded in 1974 that promotes responsible marketing to children through voluntary cooperation by the entertainment industry; backed by ad-industry trade groups

question

clearance

answer

In exhibition, theaters receiving exclusivity to a film in a geographic area, typically limited to several weeks; in television, coverage of the country as a percentage of households for a television program, particularly in syndication

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clickthrough

answer

In websites, engaging an element that brings out another page or website

question

cold opening

answer

In film publicity, instances when movies are not made available for press screenings prior to release

question

comp (from comprehensive layout)

answer

Polished movie-advertising poster made for internal review and possible further modification

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concept testing

answer

In research, evaluating audience reactions to film ideas and casting for proposed films in development

question

co-op advertising (from cooperative)

answer

Paid advertising whose expense is shared between distributor and exhibitor

question

cost per thousand (or CPM)

answer

In advertising buys, this metric measuring the cost to reach one thousand target households or persons; measures efficiency of the media buy

question

creative advertising

answer

The content of an advertisement, including text, graphics, and visuals

question

creative boutique

answer

Independent advertising agency that specializes in developing posters, television commercials, trailers, and other source materials for movie advertising

question

cross-collateralize

answer

In finance, offsetting gains from one sector with losses in another sector, such as lowering profits from video release of a film by subtracting losses from theatrical release

question

cross-over film/cross-over audience

answer

Attracting an additional audience segment that was not the prime target; often occurring later in a film's theatrical run, indicating a film has broad appeal

question

cue

answer

Spots in a trailer or other audio/visual work where a music or audio element is inserted

question

day-and-date

answer

Simultaneous release, such as foreign and domestic releases of a movie on the same day

question

d-cinema

answer

Digital cinema refers to electronic projection of movies in theaters, which replaces film in mechanical projector equipment

question

demographics/demos

answer

Segmenting a human population by some metric, such as age, income, education, hobbies, religion, or geography

question

distribution

answer

Process of licensing films to consumer media outlets, such as theaters and television channels

question

distributor

answer

Film company that markets films to theaters, television, and DVD/video stores

question

documentary

answer

Cinema genre recording actual events to tell a true story or using interviews after the fact

question

dollar house

answer

In exhibition, a theater playing two or three movies shortly after their main theatrical runs at low admission prices; mostly located in economically blighted areas

question

domestic market

answer

The United States and Canada; for theatrical distribution, serviced as a single territory by major studios because most films open in both countries simultaneously

question

earned media

answer

In cyberspace, platforms owned directly or by partners that pass along marketing messages without direct compensation, such as lists of e-mail addresses

question

exclusive run/exclusive screening

answer

In theatrical distribution, booking just one theater per city

question

executive summary

answer

Several-sentence description of a movie's plot and nuisances; often used by marketing executives to fashion the early advertising/promotion campaign

question

exhibition

answer

Movie-theater business; a theater operator is an exhibitor

question

exit survey/exit study

answer

In consumer research, quizzing moviegoers with a list of questions about the film they've just seen immediately after they leave the theaters

question

fanboys

answer

Geeky and nerdy persons obsessed with comics, sic-fi, fantasy, and horror in popular culture

question

firm terms

answer

In theatrical distribution, insisting that financial obligations be met as stated in the theater-booking contract with no post run adjustments

question

flash ads

answer

Standard website advertising that is usually static, except for a click through; less elaborate than rich media

question

float

answer

Interest income theater owners earn on ticket-sales cash before paying distributors' rentals

question

floating heads

answer

In print advertising, presenting faces of lead actors prominently in a cluster to convey star power

question

floor

answer

In film-booking contracts, the minimum amount of box office that distributors receive; amount particularly oriented to later weeks of any film's run when box office revenue is low

question

focus group

answer

In research, a group of five to ten moviegoers recruited to discuss content that is presented by a moderator in a closed room to learn consumer attitudes

question

four-walling

answer

A rare method of distribution or booking; a distributor or filmmaker renting a theater for a flat fee and keeping all box-office revenue

question

Frankenstein trailer

answer

Splicing together bits of rejected materials to spark creativity in developing film trailers

question

frequency

answer

Number of times each household or viewer in a target audience on average sees an advertisement; the higher the number, the more a target audience is saturated

question

genre

answer

Film or movie with highly focused subject matter (such as blood-and-guts, children, crime, horror, karate action) that itself is promotable; in the indie business, suggests subject matter down-market and highly marketable

question

grass-roots campaign/grass-roots marketing

answer

Localized publicity and promotions

question

green-band trailer

answer

Movie trailers suitable for all audiences; the term comes from the green background, or card, visible when the trailer starts

question

guerrilla marketing

answer

Unconventional marketing typically done at the local level that aims for maximum results from a minuscule budget

question

high concept

answer

Movie idea so unconventional that it alone is a promotable element

question

hit

answer

In the Internet world, the request for a film from a server

question

house nut/house allowance/house expense

answer

In film-booking contracts, a negotiated amount of box-office revenue theaters keep and thus not shared, after which movie distributors begin taking a percentage

question

impressions

answer

In media buying, the number of persons reached via an advertising placement, including duplications

question

indie (from independent)

answer

Any film company that is not one of Hollywood's six major studios

question

integration/integrated media

answer

Combining two or more different platforms to convey the same marketing message, such as a TV commercial urging viewers to visit a presented website address

question

junket

answer

In film publicity, a mass press event at a single location that brings together journalists and film talent for interviews; in some cases, multiple films can be publicized at a single junket

question

key art

answer

Basic poster design that becomes a signature for the movie and used as a consistent graphic for all print advertising; key art also incorporated into trailers and television commercials

question

key-copy line

answer

Frequently repeated advertising slogan that summarizes the selling message for a movie

question

legs

answer

Ability of a movie to hold screens and build audience in theatrical release

question

licensee

answer

The entity that receives the right to make products based on movie intellectual property, such as toy companies, keychain makers, and clothing manufacturers

question

lincensing

answer

Renting a movie to a theater or other media outlets such as television channels; separately, conveying the right to use elements of a movie property in movie-themed products

question

licensor

answer

The entity that grants rights to others (licensees) to make merchandise based on movie intellectual property; in-house units in all major studios devoted to such licensing, typically called "consumer product" divisions

question

limited release/limited run

answer

In theatrical distribution, booking pattern of a few theaters per city or theater zone

question

live action

answer

Film footage with real actors, as opposed to animation or computer-generated images

question

lobby card

answer

In movie promotion, an 11x14-inch mini poster printed on heavy stock paper for use in theaters; decades ago, made in sets of eight with seven different scenes from the film plus a title card with film credits

question

lobby stand/standee

answer

Large cardboard displays in lobbies of theaters that promote films

question

major studio

answer

One of the top-six revenue-producting movie companies: Columbia Pictures/TriStar (part of Sony Pictrures Entertainment), Walt Disney Studios, Paramount Pictures, Twentieth Century Fox, Universal Pictures, and Warner Bros.

question

make good

answer

In media buys, free ads to cover any shortfall in promised audience delivery or to compensate for spoiled ads

question

marketability

answer

In film testing, measuring the degree of difficulty to promote an unreleased film to an audience

question

marketing

answer

Promoting a product or service to a target audience; includes consumers not consciously shopping for or aware of the product or service; differs from "sales"

question

marketing cost

answer

Expenses for creating advertising, buying media to place ads and consumer research, publicity for generating editorial coverage, and manufacture and shipping costs of theater release prints

question

media buy

answer

Purchasing advertising on television, newspapers, magazines, and the like; excludes costs of creating the ads themselves and consumer research

question

media stunt

answer

A highly concentrated burst of advertising two to four weeks before a movie premieres

question

megaplex

answer

In exhibition, a theater with fourteen or more screens, though there's no agreement on minimum screen count

question

monadic test

answer

In research, allowing a respondent to see only one element under consideration at a time, such as a single movie title, and not simultaneously see any alternative choices

question

money shot

answer

Most gripping scene in a trailer or television spot that, in terms of pacing, is the climax or payoff

question

MPAA

answer

Motion Picture Association of America, the trade group of the six major studios

question

multichannel television

answer

Any television service delivered to homes outside of regular broadcast signals; includes cable, satellite, microwave, and so forth

question

multiplex theater

answer

In exhibition, a theater with six to thirteen screens

question

NATO

answer

National Association of Theatre Owners, the trade group for movie theaters

question

negative cost

answer

As in film negative; the expense of making a movie to the point where a master copy is ready for duplication

question

New Hollywood

answer

Realistic films with edgy stories and mass-market potential that emerged in the United States in the 1970s, in a sharp break from the middle-of-the-road movies churned out for decades by the studio system

question

niche film

answer

Movie with strong appeal to a narrow audience segment

question

norms (from normative)

answer

In research, expected patterns based on past data covering similar films

question

one-sheet/one-sheet poster

answer

Used in theaters, a standard-size movie poster typically measuring 27 x 41 inches and printed on thin paper

question

out-of-home media/out-of-home advertising

answer

In advertising, any of the vast ad-media platforms outside buildings; includes standard outdoor billboards, bicycle-rack panels, transit ads, TV monitors at checkout counters, and so forth

question

outside agencies

answer

Marketing consultancies hired to handle marketing functions in full or in part

question

physiological research

answer

In movie research, measuring a moviegoer's bodily activity or human behavior when exposed to film content

question

platform release

answer

Theatrical-release strategy of opening a film in a relatively small number of theaters initially, intending to build on positive critic reviews and word-of-mouth buzz; a high-risk strategy because wide release won't materialize in initial reaction unfavorable

question

playability

answer

In film research, measuring the extent an audience likes or dislikes a film after viewing

question

play date/engagement

answer

In theatrical distribution, booking a film at a theater that is counted as one even when the same film is shown on multiple screens at a single location

question

positioning study

answer

In research, developing a detailed movie-marketing plan at a very early stage based on a script and casting

question

possessory credit

answer

An extra citation for a filmmaker stating "A Film by" or some similar phrasing that designates a creative signature on a film, the credit often appearing above the title in ads that contain full billing

question

poster panel

answer

In outdoor advertising, billboards measuring either 12 x 25 feet (30-sheet panel) or 6 x 12 feet (8-sheet panel)

question

press kit

answer

Distributor-supplied packets containing press releases and photos for use by journalists; increasingly delivered online

question

preview screening/test screening

answer

A test screening that is a private showing of a film prior to theatrical release to a recruited audience to gauge moviegoer reaction

Marketing to Moviegoers – Robert Marich – Glossary – Flashcards

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