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Movie, Money, Marketing: Branding ‘3 Peas in a Pod’


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 premiere 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, but is faced with the added challenge of having to market the movie strategically in Singapore, which had a demographic accustomed to blockbuster Hollywood movies. Among her tactics to keep her movie production costs low were: employing product placement tactics, partnering with a large distribution chain in marketing, and engaging in many co-promotional events such as road shows and interviews with the media. Shortly before the movie release, Chong suffered a setback when the media authorities restricted viewership of her movie to viewers older than 16 years old – this would exclude much of her target audience.

The case can be used in undergraduate and post-graduate programs to teach concepts related to marketing. The case is suitable for programs with a focus on marketing and competitive strategy. Students will learn issues in filmmaking and how the industry operates. They will also learn how to apply the 4 Ps framework (Pricing, Product, Place and Promotion) to marketing a new movie and how the Diffusion of Innovations theory can help speed up the movie adoption rate.

Inspection copies and teaching notes are available for university faculty. To receive an inspection copy and teaching note, please email with your registered faculty email ID and a link to your contact information on the faculty directory at your university as verification. An inspection copy and teaching note will then be sent to your faculty email account.


SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:

·       The Case (SMU-15-0016)

·       Teaching Note (SMU-15-0016TN)

For purchase of the case and supplementary materials via The Case Centre, please access the following links:

·       The Case (SMU-15-0016)

·       Teaching Note (SMU-15-0016TN)

Published Date

16 Jun 2015

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