There’s not a whole lot that’s new in this story about marketing movies to young audiences and the challenges therein, but this is the key graf that looks beyond that to the problem with the whole darn system.
With so many movies being produced, you would think it would make it easier for studios to retarget the same or similar fans from one movie to the next. But studios tend to market each film individually, as if each were a newborn baby, often starting from scratch to build an audience, market the film, and distribute it. For example, the “Hunger Games” demographic is probably similar to those who will go out and watch the upcoming, similarly-themed film “Divergent.” Nevertheless, because of the nature of the studios and the manner in which they’ve been marketing films in the past, the studio will likely start from ground zero. And every movie, each time, is treated like its own little startup, with new people, new PR, new marketing, new everything. Talk about expensive – and tiring!
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