デジタルムービーのマーケティング：オンライン視聴者の関心を引く

Has the US film industry set its last box office record, or can filmmakers revitalize interest in their products by adapting new technologies, delivery techniques and digital marketing strategies?

The Digital Movie Marketing report analyzes how film content delivery and promotion are adapting to the rapidly evolving world of digital video recorders DVRs and downloads on demand.

Online marketing is emerging as an increasingly effective way for Hollywood to reach its target audiences. This movie going public is young, online and open to receiving information and content via blogs, social networks, Web portals, user-generated sites and emerging film downloading and streaming services.

In the next five years, Hollywood will place more emphasis on these new media channels, spending an average of 9% of film marketing budgets online in 2011, up from 3.7% in 2006.

• What percentage of Hollywood studios' marketing budgets will be allocated to online media?
• What tactics are the studios using to market films online?
• How will new technologies such as digital downloading, DVRs and high-definition DVDs play into the delivery and marketing of filmed entertainment content?
• How do consumers use the Web to acquire information about films?
• How will product placements leverage the Internet?
• And many others...

The Digital Movie Marketing report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions- right now.

Executive Summary

• Online Advertising Spending by Hollywood Studios*, 2006-2011 (millions, % change and % of total ad spending)
• Issues & Questions

The eMarketer View

• Key eMarketer Numbers - Digital Movie Marketing

Online Ad Spending

• MPAA Member Company Distribution of Advertising Costs, by Media, 2002-2006 (% of total)
• MPAA Member Company Average Theatrical Marketing Costs per Film, 2002-2006 (millions)
• MPAA Member Subsidiary/Affiliate* Average Theatrical Marketing Costs per Film, 2002-2006 (millions)
• MPAA Member Company Subsidiary/Affiliate* Distribution of Advertising Costs, by Media, 2001-2005 (% of total)
• Top 20 Online Advertisers in the US, Ranked by Spending, 2006 (millions)
• Top 10 Internet Advertisers in the US, Ranked by Estimated Spending, April 2007

Online Movie Destinations

• Top 20 Web Brands in the US, Ranked by Unique Visitors, March 2007 (thousands and hrs:mins:secs)
• Top Five Movie Web Sites among US Internet Users, Ranked by Unique Visitors, February 2006 & February 2007 (thousands and % change)
• Top 10 Search Terms for the Entertainment-Movie Category in the US, 2006 (% share of searches within that category)
• Place Where US Adult Moviegoers Go First to Look Up Movie Listings, by Age, June 2006 (% of respondents)
• Source that Most Influenced US Adult Internet Users to Make a Movie Ticket Purchase, July 2006 (% of respondents)

News from the Front Line: Case Studies

• “High School Musical 2” (Disney, 2007)
• “Evan Almighty” (Universal, 2007)
• “The Golden Compass” (New Line Cinema, 2007)
• “Ratatouille” (Disney and Pixar, 2007)
• “Knocked Up” (Universal, 2006)
• “300” (Warner Bros., 2006)
• “The Number 23” (New Line Cinema, 2007)

The Role Trailers Play

• Types of Content Downloaded and/or Streamed by US Online Video Viewers, 2006 (% of total)
• Types of Online Video that US Online Video Viewers Watch Once a Week or More, April-May 2007 (% of respondents)
• Types of Online Video Content that US Internet Users Watch Regularly, March 2007 (% of respondents)
• Types of Video Streamed by US Online Video Streamers, January 2007 (% of respondents)
• Behavior of US Adult Internet Users after Seeing Online Advertising, July 2006 (% of respondents*)

The Content Delivery Landscape

• US Digital Movie Download Spending, 2006-2011 (millions)
• Movie Download Rental and Sales Revenues in the US and Western Europe, 2011 (millions)
• US Movie Download Revenues, 2006 & 2007 (millions and % increase vs. prior year)
• US Digital Movie Downloads, Units Sold and Revenues, 2005 & 2010 (millions)
• US Consumer Spending on Online Movie and TV Show Downloads, 2006-2011 (millions)
• Filmed Entertainment Spending in the US, by Category, 2005-2010 (millions)
• US Major Studio Feature Film Revenues, 2006 & 2010 (billions)
• Movie Admissions in the US, 2000-2006 (billions)
• Movie Admissions per Capita in the US, 1980-2006
• Average US Movie Ticket Prices, 2000-2006
• US Box Office Revenues, 2000-2006 (billions)
• Profile of Select US Digital Movie Services, 2007
• Leading Paid Online Video Web Sites in the US, by Downloads, Q3 2006 (% market share)

Digital Movie Pricing and Availability

• Pricing and Featured Content of Select US Digital Movie Services, 2007

Consumers and Movie Downloads

• Select Online Consumer Activities of US College Students in the Past Month, by Gender, May 2007 (% of respondents in each group)
• Select Online Video Activities of US College Students in the Past Month, by Gender, May 2007 (% of respondents in each group)
• US College Students Who Would Pay to Watch TV Shows and/or Movies Online, by Cost, September-November 2006 (% of respondents)
• US Adult Internet Users Who Are Willing to Pay to Watch Their Favorite Video Content* Online, November 2006 (% of respondents)
• Online Movie Service Preferences of US Consumers, 2006 (% of respondents)
• US Consumer Attitudes toward Online Video Downloading, 2007 (% of respondents)
• Select Digital Music and Online Video Activities of Active* Internet Users in Select Countries** Worldwide, 2005 & 2006 (% of respondents)
• US Tween and Teen Internet Users Who Have Downloaded Select Types of Online Content without Paying, 2004, 2006 & 2007 (% of respondents)

The Effects of Technology

• Comparative Estimates: US DVR Households, 2006-2011 (millions)
• US DVR* and VOD-Enabled Household Penetration, 2006-2011 (% of TV households)
• US Digital Video Recorder (DVR) Users, 2004-2010 (millions)
• US Digital Video Recorder (DVR) Household Spending, 2000-2010 (millions and % increase vs. prior year)
• Leading DVR Providers in the US, by Subscriptions, 2004-2007 (thousands)
• US Home Video Revenues, by Segment, 2006-2015 (% market share)
• US Home Video Revenues, by Segment, 2006-2015 (billions)
• US Next-Generation DVD Player Sales, 2007-2011 (millions of units)
• Worldwide High-Definition DVD Player Sales, 2007 & 2011 (millions)
• Types of High-Definition Broadcasts that US Internet Users Watch Specifically Because of the Better Quality, August 2006 (% of respondents)

Conclusion

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