It’s interesting to see domestic box office accounting for only about 30% to 40% of a film’s gross these days and is only used as an indicator for how it will do in the far more important “after markets”. Dvd is now a huge piece of the pie, accounting for 50-60% of the revenue a film earns. With Foreign markets the next major source of revenue, then  ancillary tiers of broadcasting earning the final income position.

The main difference between television and film, from a brand creator’s point of view, is that tv is the more writer friendly and powerful medium.   Maintaining an ownership position for the writer/creator is easier with a tv deal than with a studio who will send your film into theaters.

The marketing lifespan of a theatrical released film depends on its opening box office revenue.  If it is earning money, the distributors will keep it playing.  As soon as it earns less than the cost of running the next film they like (promoted heavily prior to playing in their theaters), it is replaced.

Whereas, the lifespan of a television series can run many episodes and if successful, repeated.  Many times I have watched a series to only see all the episodes rebroadcast again and again.  Great for branding and attracting sponsors for product placement and adverting in commercials during their time slots.

From a branding point-of-view: The ninety minute movie is just a commercial for your brand. Same as the tv series or Saturday morning cartoon.  All the ancillary products are promotional material for the brand.

Some executives believe that as long as you throw money at marketing and promotion, the audiences will keep coming.  Not true, but a great way to ensure the public is aware of your project for its initial launch. I personally believe that cross pollinating several different industries with your brand is the better method to gain audience acceptance and support.

By creating a great brand concept the fan base will grow.  The more fans that become loyal, the stronger the brand, which translates into more interest and more sponsors wanting to become involved.

The more products with your brand on them, the better chance someone outside of the film viewing audience will know your brand exists and may even fall in love with it.  That is why allocating marketing money into developing graphic novels, comics, novels, video games, clothing lines and other ancillary products is the best way to build a brand.

So the largest allocation of marketing funds for the introduction of a new brand is crucial, but it is also important to direct funds into keeping the brand alive with promotions for the graphic novels, games, toys and other spin off products.  It is these ancillary products that utilize your brand and  earn the lion’s share of the revenue.

So keep focused on the marketing Figures.  You want to see funds directed to the development of new territories once the main markets have been saturated, if not released simultaneously worldwide.  The better presence in many market niches, all the better.

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Orders for the FROM THE MIND TO THE MARKET – e-book will be available in 2009. Preorder now by contacting Info@Playdigm.com and for further information. (c) Tuey All Rights Reserved.

New products and projects and services are going to be needed in the future. It’s just – which ones will catch on?

The guess is any body’s. Many entertainment professionals realize branding and obtaining mind-share are critical in any decision. Especially licensing because there is an unexpected surprise sometimes with decisions the public make and support. Successful word of mouth and psyche can influence which movies, video games and brands are extremely well received and those that are not.

Is one product better than another?   Some are and people buy it.

If movies and video games depend on story and image, then why are some characters dependent on certain celebrities more than others. Who else to play Jack Sparrow?  Or Neo?  Or Ripley?

Yet some characters have been changed as many times as a superhero’s costume. Revisions and updating  are sometimes standard procedure?  Look how many actors have played Tarzan. Or Batman. Or James Bond. This proves that the brand is more important than the actors who play the role. Look at how the comic industry is being mined by Hollywood.

No actors needed in a graphic novel or animated film.  Voice actors can come and go, while some audiences would have a hard time accepting another actor or their voice to be replaced. The fans become attached to a character or even how the voice of that character sounds.  Another important factor to consider when building powerful brands.

Is it safer to remake a successful title or plot? Look at all the television shows being turned into films, proving this to be true (yet not all make the profit expected).  Executives wish they knew the secret but no one really knows.

The sponsors, spokespeople, advertisers and company merchandise that will attach to a project, is almost as important as the talent playing the characters audience love or will soon love once they get to know them. Everyone likes to be associated to cool things and brands so try to ally with these in the development stage.

Is PERSISTENCE OMNIPOTENT?

A while back, diversifying a product line was suggested by some major buyers of Toys at the New York American Toy Fair. Increase the product line to justify activating vendor accounts. This helps Brands transfer into product licensing that requires the public to endorse and enjoy the overall brand and entertainment project.  If other potential sponsors see other companies licensing and getting involved with your brand, that will help expose the brand to new customers and clients.

Mind-share can be jogged, especially when every year a fresh new population of young impressionable brains come into existence. When introduced to a new brand, the unaware decide the interest level in each one. The ability to get their attention is a valuable asset.  Keeping it is just as important.

Sure, advertising will always play a role with awareness and obtaining mind share. It’s the best way to notify the public that your brand is good and in play. Although there are some good publicity stunts too that capture the public’s attention, in the end, nothing beats word-of-mouth.  The interest from the masses make or break a brand.

The thing about these type of studies is that even the best plans don’t go according to plan. We can thank every individual for that.

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Orders for the FROM THE MIND TO THE MARKET – e-book will be available in 2009. Preorder now by contacting Info@Playdigm.com and for further information. (c) Tuey All Rights Reserved.

Before you attempt to raise money or fund a project you should do a Feasibility Study.  Add up the costs of development, production and marketing for the product(s) that will launch your brand. By ensuring first that your project is feasible and will make money, saves you from a lot of headaches in the future.

Creating a Feasibility Study is just good common sense.

I recommend Accountants. including Insurance Agents, Auditors, Financial advisers like Bankers and Lawyers to assist you in this matter. Always seek professional advice regarding any subject discussed in my blogs. These pro’s can analyze your business plan and help design a Feasibility Study that will assist you to decide if you should go forward with your project.

In short, take all the expenditures you believe will be needed to launch and secure a multi-media merchandising successful product and/or brand consumers will love to buy. This is done by working out all the costs associated with getting your product from the MIND TO THE MARKET.

Costs like: designing (artwork, graphic design, prototyping, engineering, logo creation, intellectual property protection, copyright, trademarks) and all other preproduction expenses you can think of.  Get price estimates from printers and manufacturers for the product(s) that will launch your brand and calculate how many units you will need to fill potential orders. Get an advertising agency or representative to provide a quote on the cost to make the public aware of your brand and products in the territories you intend to enter. Include all point-of-purchase displays, brochures, public relations, ad agencies (print/radio/television/internet and other forms of letting the public know you exist), cross promotion and sponsorships.  If expected, the cost of expanding your brand into a feature film, television show, video game or other medium. Consider translastion fees. Don’t forget to include the cost of operations, any taxes and a contingency fund of no less then ten percent of total funds (on average).

Then estimate the revenue projected from the sale of your products/media project and related brand revenue (sales, licenses, product placement and sponsorships) and subtract all these expenses. The difference will be the ‘Before Taxes Profit’. Contact your tax specialist or representative of the government to find out what you can deduct prior to taxes being assessed and to clarify the taxes you may have to pay and subtract this. The remaining (left over) amount is the true profit for your product/project.

After completing the breakdown of expenses for the entertainment licensing and branding project or product, and the profit is determined to be worth the time and effort, then it is time to raise the necessary funds to start the creation of your brand/product(s).

Every year, new products, projects and services are going to be needed. It’s just – which ones will catch on?  What will be a hit?  Which will end up a franchise tent-pole or not a success?

Which will your brand be?

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Orders for the FROM THE MIND TO THE MARKET – e-book will be available in 2009. Preorder now by contacting Info@Playdigm.com and for further information. (c) Tuey All Rights Reserved.

Ronald Reagon once said to surround yourself with the most professional people you can, delegate authority and stay out of their way.  I would add that you need to ensure deadlines are met and oversee as much of the business of building your brand as possible.

You, however, can not do everything or know everything.  So creating a team is the wisest thing a brand creator can do.  Add an accountant, lawyer, intellectual agent, advertising and/or marketing professional, a banker or any other person/company you believe will assist you in launching and making your project a success.

Take into consideration that it is harder for a business relationship to screw you if you are friends with them.

Take your banker, lawyer, accountant and consultants to lunch, for drinks, to a sporting event or concert.  Anything that can change the strict business contact into a personal friend.  Nothing beats inviting your entire team over for a BBQ.

Before choosing someone to be on your team, make a list of the questions you have regarding the reason(s) you want to talk to a lawyer, banker or accountant.  Then make an appointment with five or ten different bankers, lawyers and accountants who will allow you a half-hour to an hour free consultation meeting.  A kind of first meet and greet.

During this initial free meeting ask the questions you have. Usually, they will answer a few of these questions to ensure you know, that they know their business. After meeting with all of the professionals on your list you will be pleasantly surprised that most of your questions, if not all,  have been answered.  At no cost to you.

Pick the professional that knew what they were talking about and that you got along best with. One that you would like to become friends with and do business with for many years. Then retain their services and after a week or so, take them to lunch on your dime.

By taking these professionals to lunch you are saving money. How? This is more economical than paying their hourly rate – lunch is less expensive. You will still get your questions answered during the meal so it is a great deal for you.

Plus, you are getting to know the person outside of an office setting, making it easier to develop a personal relationship with them, the better friends you are, the harder it is for them to foreclose on your mortgage or screw you down the road. Of course, nothing is guaranteed but it won’t hurt to try this.

Call me, lets do lunch.

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Orders for the FROM THE MIND TO THE MARKET – ebook will be available in late 2009. Pre-order now by contacting  Info@Playdigm.com  and for further information. (c) Tuey All Rights Reserved.

Tim Hortons and Cold Stone Cross Branding