How important is marketing to a films success or
failure at the box office
Marketing within Hollywood
has always been a key part to its initial success. It is the process of
garnering research about the target audience and promoting products made
through advertising to make an increase in sales and is used to keep the target
audience happy.
A studio will often spend as much money on the marketing
as on the film itself. A prime example of this is 2009’s Avatar, which cost
over $237,000,000 to make, and the studio spent $223,000,000 on the marketing.
A film can perform marketing through highlighting a films star (James Cameron)
and give the audience a perception of the film i.e. what it is generally about
and can then persuade a audience to go see the film.
Avatar’s
massive marketing campaign was one of the pioneers of digital marketing, and
gave it the title of the highest box office blockbuster of all time offered
audiences more information and allows them to feel more involved with a film
and in that sense closer to it, through things such as social media to promote
their films or the films own webpage, which provides further background
information than a poster. Avatars trailer gave the whole synopsis of what the
film was about and highlights the star appeal to the audience (James Cameron).
Avatars posters keep to the repetition on all it posters always showing an
avatar and the same logo sending a consistent message. Avatars key success was
how it allowed audiences to feel a part of the film, provided a new cinematic
experience, provided people with a star director who constantly makes smash
hits and sent out the same message which was that film is unique
On
the opposite of avatar however is John Carter, the biggest box office flop of
all time, spent more making the film itself but failed because of its boring
story and awful marketing campaign behind it.
John Carters posters lacked
the consistency of avatar’s posters, which made you realise what genre is it,
that it is the same film as all the other posters due to the same logo actually
looks intriguing whereas John Carter fails with the consistency of the title
often changing it and throwing in a symbol here and there, its failure to
establish what genre it is whether its sci-fi or a horror is unbeknownst to us
a audience.
Disney failed to capitalise on the businesses they run,
compared to avatar, which on august 21st (unofficially known as
avatar day) a trailer to the film was released, Mattel released a line of toys,
which came to life on your webcam, and a trailer for an avatar game was
released. Disney failed to do any of this on top of its already dreadful
campaign, even though they own a huge chain of Disney stores no promotion was
done in them and failed to even attempt to stop negative publicity of the film,
saying a week after it came out that it will be the biggest flop of all time
losing over $100,000,000 while avatar made $2,782,275,172 worldwide.
This shows how massive marketing is to a films success as
well as publicity
No comments:
Post a Comment
Note: only a member of this blog may post a comment.