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Film marketing is at the centre of a national controversy in the UK. Commercial failure of the UK and European cinemas, faced with the domination of US film in Europe and inadequate state support for widening access to UK and European films have limited the choice for the British filmgoers (see Kerrigan and Ozbilgin 2001 for a review of the access issues). Film marketing has not attracted much academic interest to date. The concentration of the little academic inquiry that does exist has focused upon the prediction of success factors behind box office figures, using statistical analysis. Therefore, this paper provides a timely focus on the film marketers’ role in developing and satisfying consumer demand, providing a conceptual and contextual framework that may aid a qualitative understanding of this field of study. As reflected in the title of this paper, film marketers in the UK play a role in informing and satisfying customer demands for film consumption: “Educating Rita” in this context refers both to the alternative, art house, UK and European cinemas, which are marginal to the mainstream, and also to the educational role that film marketers play in shaping consumer choice in order to educate and inform. “Free Willy” signifies both those mainstream, formulaic genre films from the US and also the role of marketers in foreseeing and satisfying demand for such films.
Approximate Word count = 832
Approximate Pages = 3.3
(250 words per page double spaced)
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