Movie, money, marketing: Branding ‘3 Peas in a Pod’

• Main Authors: SMIT, Willem, CHAN, Chi Wei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Singapore; Producing movies; producing; film; marketing; targeting; branding; tactics; product placement; distribution channels; partnerships; sponsorships; promotions; advertising; awareness; engagement; viewership; diffusion; adoption; Arts Management; Asian Studies; Entrepreneurial and Small Business Operations; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/126; https://cmp.smu.edu.sg/case/2561
• Institution: Singapore Management University

Michelle Chong is a successful actress but a novice producer in Singapore. After her directorial debut success, she decides to produce a local movie set to premier in November 2013 based on a script she had written ten years ago. Chong is still getting used to the business aspect of movie making, bu...