Welcome to the segment S6 marketing. And S here will refer to screen marketing. I will actually have a separate course on screen and sports marketing, but I'll still talk about what screen marketing means here as well. The agenda will be for me to tell you what screen marketing is, and I think it's self-explanatory. I'll give you some key examples, I'll talk about the cross country implications, and finally finish it off with cross industry implications. So let's get started. Okay, what is screen marketing? It many respects it's like sports marketing, because as we've seen with sports, it's not just the marketing of movies, but it's also the marketing through movies. You can market products such as through placement in movies. Something that a lot of brands do, especially automobile brands. When you see, for example, a 007 James Bond movie. It also means the marketing of movie stars. So some examples, and let me give you a pop quiz. Can you rank order from the biggest to the third biggest region or countries in terms of how many movies are made per year? If you thought Hollywood was number one, you're wrong. Actually Hollywood is number three. Three, think about that. Number one is Bollywood, they make over a thousand movies a year, and number two is Nollywood. And Nollywood refers to movies made in Nigeria. And they make about 800 movies a year. And Hollywood is the lowest, they make about 500, which is less than half of what is made in India. So from a cross country standpoint, we have to think, as with sports, whether a movie, whether a genre, or whether a movie star is universally popular. That was the key word I talked about, pertaining to sports. And that same thing applies here in movies. So if we're talking about a movie like the Avengers or Iron Man, I think it's safe to say that it's very popular everywhere. In fact, if you look at China, the highest grossing movies are these action hero movies like, again, Iron Man, The Avengers, and Superman, and Batman, and so on. And some stars, stars like Tom Cruise, and he, of course, stars in the series like Mission Impossible, that too are widely popular, universally popular. You can market Tom Cruise, I bet, across all the different regions. But at the other end of the spectrum, you have more so-called art house movies, more esoteric movies, like Birdman and Boyhood. Which garnered a lot of awards, like the Academy Awards. But nonetheless, their popularity was not as universal. So that is what you have to keep in mind when you're going from A1, or Country 1, to Country 2. You can't assume that, just because you won an Oscar, that you will be just as popular in Country 2 as you were in Country 1. So the keyword here is how do you localize? How do you localize? For universal movies, localization is probably a non-issue. But, if you're not universally popular, nonetheless, you still have to localize it in some way. Such as maybe limiting it in terms of distribution, and maybe seeking out art house theaters or patrons who frequent those kinds of theaters. Maybe you have to remake it. So there's a movie called Old Boy which is very popular in Korea, very popular among art house aficionados in the US and Europe. It's why a lot of foreign filmmakers come to Korea. But nonetheless, Old Boy was not a mainstream popular movie in other regions. And therefore it had to be remade by Spike Lee, starring Josh Brolin. And another suggestion, in terms of making a movie more local, is at least to dub the movie. So on television, you often see foreign movies that are dubbed in the local language. It's true still in Spanish speaking countries. And so dubbing maybe is one possibility. One way through which foreign movies can still be at that Noon Nopi level, localized to the different audience abroad. Okay, as for the cross industry implications, I think a key issue is how do you enhance the user experience, the entertainment experience? And I think this is where technology can help. And here we can emulate, we can reference how other industries have enhanced the user experience. So a good example might be 4D theaters. And a key leader in 4D theaters is a company called CJ, so here in Korea and some other Asian countries, in fact, I think some countries elsewhere. I believe there's at least one theater in the US that has a 4D theater. It's almost like getting in an amusement park ride. Sometimes you have to put seatbelts on just to get into the mood of that it can be dangerous, it's actually not. So through innovations like that, even though you're watching a movie, it's not even just 3D, it can actually be 4D. You get this immersion into that augmented reality of the film. And even from a sound standpoint, they've partnered with Doctor Dre. So they have this Beats headphones, branded by Doctor Dre, to enhance the sound experience of the movie. Okay, so as far as the takeaways for this segment. As we saw with sports, screen marketing can take various forms, so it's a bigger market than we normally think it is. It can therefore be a good platform to market your brands. From a cross country standpoint, you have to test the Noon Nopi universality of the popularity of the movie, the genre, the movie star. And from a cross industry standpoint, we have to outsource how we can enhance the movie viewing experience.
