When looking at all the things that go into making a film, marketing is a big part of it. Marketing is important because it plays a big part in determining how well the movie will do. The more effective the marketing of a film is, the more money will be able to come into the movie. There are multiple ways for a film to market their film. A couple of them are by putting up posters, billboards, and other print ads. As well as social media campaigns, interviews with cast members, and the music behind the film. To really see how much of an effect that marketing has, it is important to look at case studies.
The Beauty and Beast case study discusses how they used cross-promotion to create buzz. The stars of the movie hosted a special edition on ‘The Bachelor’ to help promote the upcoming release. They also used cross-media convergence. They released the soundtrack for the movie as well as created special iMessage stickers for people to use. In addition to that Tv, stations played the original version more often. Due to marketing strategies like these, the movie made $1,263,521,126 worldwide.
Another case study would be the ‘Blank Panther’. They hosted special events. For example, Marvel Studios hosted a New York Fashion Week, where the clothing was inspired by the Black Panther movie. They even created their own website. For cross-promotion, they debuted the trailer during the NBA finals game, as well as had Kendrick Lamar( a feature on the soundtrack) perform at the College Football Play-Offs National Championship game. They put out multiple posters and covers in magazines. Because of these strategies, the movie made 1.344 billion dollars.
As you can see the movie that did more marketing ended up making more money in the end.
Looking at it from a audience’s perspective I definitely think Marketing plays an important role. I went to the movies on April 30th, 2019 and I was deciding what movie I wanted to watch. I remembered all of the movie posters and advertisements that I saw for the ‘Avengers: End Game’, even people posting about the movie on social media. Then I thought about the other movie that came out ‘After’ and I realized that I saw an advertisement like 2 times and not many reviews about it on social media. So I chose to watch the movie that I had seen and heard more about.
Although I believe that marketing is important in how well the film will do, there are other areas. There has to be funding for the movie to be made, there has to be a crew and equipment, actors/actresses. However, it is the marketing that has a huge impact on the amount of revenue that the movie brings, therefore I think that marketing is very much important to the way a film does in the Box Office.
In the end, when it comes down to money matters, marketing is such a big part of films. The proof is in the pudding of how much more a film can make when they do more marketing. As well as a personal experience from an audience point of view on how marketing can affect a movie.
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