SSC Film Studies

“How important is marketing to a films success or failure at the box office”

Marketing plays a very important role in a films success or failure at the box office. The marketing of a film can heavily change the outcome of sales, if the film has a strong marketing campaign then it is more likely to succeed and sell more than a film with a bad marketing campaign. For example Avatar had a very strong advertising campaign this is because firstly the posters were very similar and retained the same colour pallet. Secondly the posters displayed the names of the well-known actors starring in the film very prominently, and finally the word ‘Avatar’ was also displayed very prominently and in a very unique text. The poster weren’t the only reason the marketing was a success, Avatar had a very concentrated campaign which means that the trailers, screenshots, website etc. were all released at the same time this is to boost the audiences knowledge of the film and to give a good perception of the film.

Success of the marketing campaign depends what perception the campaign gives to the audience whether is be good or bad. Providing the audience with new experiences such as Real 3D, having the film contain multiple genres and clear understating of the story and character roles in the trailer can create a good perception of the film for the audience.