Capability is the a term used in movie-marketing. This describes a film’s ability – as an idea alone – to generate interest within it’s target audience. In other words, if someone were to give you the logline or the overall concept of the film, would you be interested in seeing it without knowing what it looked like or who it starred? Most high-concept movies have high capability. A comedy about a lawyer who gets placed with a curse that prevents him from lying has high capability. A remake of Superman has high capability.
A featurette is a behind-the-scenes video depiction of a motion picture and how it was made. It usually includes footage from the film (much like a trailer) complimented with interviews with lead actors, the director, writer and producer. Featurettes are created to air on television and stream online for the purpose of marketing and promotion. In my opinion, I think they do a better job in promoting a movie than a traditional trailer and I believe studios should use them more often. Trailers do a great job in illustrating tone, and story . But having the actors – whom the audience is already drawn to – speak and talk about the process and emotion behind making the film only helps to peak people’s interest to buy a ticket.
Playability is a term used in film-marketing that describes the ability to appeal to an audience over a long period of time. In other words, it describes how good your film is…how good the story is…how good the acting is etc. A film’s playability is ultimately responsible it’s sustainability and longevity over time.
Marketability is a film’s ability to appeal to an audience based on its creative elements. This is the primary force that’s going to drive people to buy tickets and sit in a theater. This includes, special effects, over-all look, director, cast, stunts, and brand. This does not include the story or plot, unless the story is a recognizable pre-existing brand. A movie about Superman directed by Steven Spielberg with huge CGI effects starring A-list actors is going to have more marketability than a love story taking place on a farm starring no-name actors. It’s not to say that the latter movie is a poor movie. For all we know it could be an amazing film, however, it would be difficult film for a studio to green-light because it lacks marketability.
When a film is made, especially in the studio system, the main objective is to reach out to your target audience, get them to purchase a movie ticket, and put their asses in the theater seats. This is the task that the marketing department faces on a day-to-day basis. The importance of marketing is often underestimated. You could make the best film ever made, but if it isn’t marketed properly, nobody is going to see it. This is why studios will often spend money equivalent to 50-100% of a film’s budget to market their films. When the marketing departments have conversations with studio executives on whether or not to green-light a movie, they look at three marketing factors that pertain to a particular project.
This stands for “Prints and Advertising”. Some times this term is used interchangeably with the word “marketing”. In some cases, a studio may spend up to a third of the budget for P & A.