
Another sign that the Motion Picture Association of America Inc. (MPAA) and the Recording Industry Association of America (RIAA) are struggling is their Holiday Blitz campaign. Rather than concentrate on marketing their product, they're instead still trying to play piracy enforcement police and using this important time to try to "educate" the public.
Their goal is to reduce the amount of pirated copies, rather than thinking of ways to increase sales. They're stuck in the rut of thinking that the only way to increase sales is to combat piracy. It's a never-ending circle that they must stop going around.
Vice President and Director of US Anti-Piracy Operations for the MPAA Mike Robinson said: "The holiday movie season is an exciting time for film audiences and an opportunity to showcase the best of the film industry, we want to ensure that
these wonderful newly released films are experienced the way they were meant to be — at the highest quality possible in movie theaters across the country. If shoppers come across DVDs of films that are still playing in theaters, they are definitely pirated copies. Holiday shoppers should be sure to purchase DVDs from legitimate retailers to ensure they are buying genuine high quality copies of the films they love."
Now this is something I like that was said. Instead of lecturing from their pulpits, they need to be emphasizing why people should be buying from them, rather than pirates. Emphasize the quality difference. Think of things that are added to the original that pirated copies don't have. Look at them as competitors rather than go the legal route.
Anne Sweeney at Disney (DIS) gets this. She considers video pirates competitors and so markets and plans based upon that reality. People aren't going to buy stuff just because organizations tell them that the ones they're getting it from are breaking copyright laws or because the industry lectures them on how to identify pirated material.
They need to market what their strengths are rather than obsess on realities that aren't going to go away. They're already disenfranchising many people because of them being turned off from this type of behavior.




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what Tom Cruise or Tom Hanks does is entertain. Entertainment does not feed anyone or build roads to markets to sell beef or vegetable. Because of technology, we are now able to bring to a comparative level what movie stars are worth. They will still be adored by millions, we just won't pay that much for them.
Posted by: cms | November 26, 2006 7:23 PM | Permalink to Comment