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Marketing in the Canadian Movie Industry

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Rarely do Canadian movies receive much recognition. Small budgets are partly responsible and distributors often don't employ the right sort of marketing. It's tough to get somebody to watch a movie they know nothing about. One 2002 Canadian movie that was more successful than most was Men With Brooms. Toronto-based Alliance Atlantis motion picture distribution group spent more than $1 million in marketing this $7.5 million romantic comedy about a group of participants in the sport of curling. "It's the largest campaign we've ever employed," says Jim Sherry, EVP of Alliance Atlantis motion picture distribution group. The campaign achieved the desired goal of getting people talking about Men With Brooms and enabled the movie to gross more than $1 million on its opening weekend. According to AC Nielsen EDI (Entertainment Data Industries), this marks the all-time highest recorded opening weekend for an English language feature released throughout Canada.

1. If Men With Brooms was produced by Serendipity Point Films and distributed by Alliance Atlantis to 207 movie theaters across Canada, and the movie theaters distributed the movie to its patrons, then how many channel levels are there in this system. Give two examples of systems with more and less channel levels.

2. To encourage movie patrons to lobby for Men With Brooms to be shown at their local theaters, Alliance Atlantis launched an e-mail campaign through the Canadian Curling Association. The movie production company also scheduled a cross-country press junket for the movie's stars, Paul Gross, Molly Parker, and Leslie Nielsen. What can you understand from the terms: push and pull strategy? Can you explain with respect to the movie industry?

3. Canadian movie distributors do not want to spend much money promoting a movie they are distributing. The film companies would like them to spend much more and blame the distributors for low profits on Canadian movies made for the Canadian market. This is an example of what type of channel conflict, and what can be its reason?

Thank you.

Solution Preview

The response addresses the queries posted in 709 words with references.

//Before writing about any industry's details, we have to first understand the existing problem. So, firstly we will write about the actual situation of the Canadian movie industry under the heading of Introduction, for example: //


This paper presents an illustration of Canadian movies that rarely receive much recognition. The reasons of this rare recognition are small budgets and distributors of the industry that often don't take up the right kind of marketing. Without appropriate marketing it's tough to attract somebody to watch a movie that they don't know anything about. In the year 2002, one Canadian movie achieved success and that was only due to its distribution group's marketing efforts. Movie distributors organized a large campaign that was aimed at getting people to talk and watch the movie.

//Above, we discussed Canadian movies. As per the directions, we will discuss the existing levels of channels in the given situation and two other examples of channel systems with less or greater number of channel levels.//

Channel Levels in the System of Canadian Movies

Behind every product or service that reaches to consumers, there are marketing channels in the background, which always play a significant ...

Solution Summary

The response addresses the queries posted in about 709 words with references. It begins with a discussion of the Canadian move industry, as well as existing levels of channels and channel systems. Finally, there is a discussion regarding the push and pull strategy in the Canadian movie industry and channel conflict.