Movie Merchandising and its Consumer Perception

Ádam Horvath and Balazs Gyenge
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Ádam Horvath: Szent Istvan University, Hungary
Balazs Gyenge: Szent Istvan University, Hungary

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Abstract: It is quite common nowadays that the brands and audiovisual elements of movies are not only present in the movie theatres but on the shelves of retailers as well in various forms of accompanying products. This phenomenon can be described as an image transfer, or in a more commonly known term, merchandising, when distinct products and services are linked together with other events, in this case with the release of movies. This paper aims to explore the main characteristics of movie related merchandising and to study the various kinds of image transfer used by movies, their different form of appearances and their history and altogether the role merchandising plays among the other tools that are available to promote the release of a new movie. The paper's aims include mapping out the various channels used by merchandising to reach the consumers and to see how their perception have changed over time regarding the products and services involved (the goal is to expose the main theoretical correlations, while the primary research is not part of the paper). All the while the paper also seeks to find out what the possible criteria could be that a certain movie has to meet in order to be considered fit to use merchandising as a promotional tool (and in which period of the movie's life cycle do they emphasise it), what the main differences are between newly introduced intellectual properties and already existing well known brands of movie series (or "cinematic universes").

Keywords: marketing; culture; merchandising; movie consumption; consumer behavior (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp18:637-644

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