USC Peter Stark Producing Program

.

Syllabus

USC Peter Stark Producing Program

Motion Picture Marketing –CMPP 561/19552-2

Fall Semester 2008

August 28-December 11, 2008

LUC 311

7:30-10:30PM

Professor: Robert Levin

Levin Contacts: Phone (323) 798-4461

Email:

Teaching Assistant: Trish Gonnella

Phone: 973-868-3604

Email:

The objective of this course is to provide an overview of and insight into the role and practices of marketing in today’s motion picture industry. We will explore the importance of marketing considerations in the development and production process. The course will concentrate on the strategic aspects of marketing. We will consider the key elements of feature film marketing plans including but not necessarily limited to: research, creative advertising, publicity, media, promotions, distribution, international and major non-theatrical revenue sources. A very important part of each class session will be an open discussion on current topics of interest that affect film marketing and distribution. Where appropriate, guest lecturers will be featured. You should be aware that a substantial portion of this Course will concentrate your attention on the marketing section of your chosen thesis project.

In order to participate in important class discussions on current topics of interest, recommended reading includes: Daily/ Weekly Variety, The Hollywood Reporter, The Los Angeles Times, The New York Times, The Wall Street Journal. These publications are to be read for their current coverage of Industry news which impacts film marketing and distribution.

Class Schedule

Below you will find a general outline of the expected class flow. Due to the availability of guest lecturers and changes in their schedules, topic dates are subject to change.

August 28 Introduction to Motion Picture Marketing. A course preview. A general framework will be outlined to illuminate the role marketing has in the film development and production process.

September 4 Motion Picture Marketing Planning. The considerations and decisions made in the planning of a marketing campaign for a motion picture. Position Paper Assigned.

September 11 Guest: Kevin Goetz, OTX Research, Managing Director, Executive Vice-President, Media and Entertainment Insights, West Coast. This class will be held at OTX offices at 10567 Jefferson Blvd. Culver City. Discussion will be on how research is used in the production and marketing of films.

September 18 Guest: Christine Birch, President Marketing, Dreamworks Pictures. Discussion of how a major Studio markets its films.

September 25 Guest: Mark Gordon, Producer including Saving Private Ryan, Grey’s Anatomy, Army Wives, Reaper. Stark Mentor. Discussion will focus on the role of the Producer in the marketing process. Position Paper Assigned

October 2 Discussion of the roles of Media, Publicity, Promotion in the marketing of filmed entertainment.

October 9 No class. Yom Kippur Holiday.

October 16 Mid Term

October 23 Guest: Dwight Caines, Executive Vice President of Worldwide Digital Marketing Strategy, Sony Pictures Entertainment. Discussion will focus on the role of digital marketing platforms in the marketing of motion pictures. Position Paper Assigned

October 30 Guest: Erik Lomis, Executive Vice President, International Theatrical Distribution, Worldwide Home Entertainment, and Worldwide Acquisitions, MGM. Discussion will focus on theatrical distribution, home entertainment and acquisition issues.

November 6 A Discussion of Objectives setting and strategy planning in developing a marketing plan and approach for filmed entertainment

November 13 Guest: Jordan Levin, Founder and Partner Generate and former President WB Network. Discussion will focus on current and future distribution platforms for filmed entertainment. Position Paper Assigned

November 20 Guest: Warren Lieberfarb, former Head of Warner Home Entertainment and recognized as the “father” of DVD. Discussion will be on home entertainment and other existing and emerging digital platforms.

November 27 No Class-Thanksgiving

December 4 Summary, Discussion and Wrap Up

December 11 Final Project due

Policies and Practices: Roll will be taken every class promptly at 7:30pm. Late arrival is simply not acceptable so plan to be in the Classroom and settled no later than 7:25pm. So, plan on traffic being bad, tell your employer that your Professor DEMANDS you being on time and don’t be late! Assignments are due on the dates announced they are due. Late work will automatically receive a lower grade. What’s presented in class either by me or a guest, whether written or verbal, is privileged and is not to be shared in anyway. Guests are not to be hassled . Academic integrity is expected.

Grade Determination: Position Papers-25%. Mid Term-10% Term Project-40% Class Participation-25%

Any student requesting academic accommodations based on disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure that the letter is delivered to Student Industry Relations as early in the Semester as possible. DSP is located in STU 301 and is open 8:30am-5:00pm,M-F. Phone: 213 740-0776.

Please be familiar with the GRADING policy and Academic Standards section of the USC Catalogue and the information on University Governance in the SCAMPUS, particularly Appendix A: Academic Dishonesty Sanction Guidelines.

The use of unauthorized material, communication with fellow students during an in-class examination, attempting to benefit from the work of another student, and similar behavior defeats the intent of an examination or other class work is unacceptable to the University. It is often difficult to distinguish between a culpable act and inadvertent behavior resulting from the nervous tensions accompanying an examination. Where a clear violation has occurred, however, the instructor may disqualify the student’s work as unacceptable and assign a failing mark on the paper.