“Lights, camera, action...!” Marketing film locations to Hollywood

Abstract

PurposeThe purpose of this paper is to understand and identify the marketing strategies and specific promotional tools used by film commissions to attract the production of films and television.Design/methodology/approachThe paper involves in‐depth interviews with film commissions worldwide and a content analysis of their promotional materials.FindingsFilm commissions employ three key strategic marketing approaches when promoting their locations to film producers – product differentiation, service differentiation, and cost advantages. They use six main specific promotional tactics – advertising, sales promotions, joint promotions, public relations, online marketing, and direct marketing and personal selling. A model explaining the relationship between film commissions and film producers involving these strategies and promotional tools is suggested.Research limitations/implicationsThe marketing of film locations is under‐researched and has to be further addressed in the marketing literature. Future research can seek to identify the specific marketing activities that will lead to success for the marketing of film locations.Practical implicationsExamples of the best marketing practices amongst film commissions are highlighted.Originality/valueThis is an original contribution in that it is the first academic paper to address the marketing of film locations. It will be of significant value to film locations seeking to attract production to their locations.