Sing Street
The campaign certainly conveys the same attitude as Once, even if the details are different. It’s a coming of age story, something that always plays well with certain audiences, and so the marketing should resonate with them. It’s selling a movie that, like its main character, loves music and what it can do, particularly how it can affect the relationships around us. It’s sweet, it’s personal and it’s got a soundtrack that those of us of a certain age will relate to at the very least.
Barbershop: The Next Cut
More importantly, the campaign seems to know what the movie is. It’s a charming low-key comedy with lots of vibrant characters that deals with some of the issues facing inner-city neighborhoods in 2016. That’s no small order but Cube and the rest of the cast look like they pull it off nicely. The marketing all comes together to emphasize the story and the ensemble, both of which should provide attractive options for different segments of the audience and give them different, though no less powerful, reasons to go see it.
While we certainly get a look at the premise, there’s not a whole lot about *why* the characters are acting the way they are. That is likely still a part of the movie itself but it’s not here in the campaign, so if you’re looking for motivation or anything along those lines you’ll be left out here. The campaign instead is all about selling a big movie that has a seemingly never-ending series of action sequences, close calls, harrowing situations and other moments of tension. There are even only a few hints as to any sort of humor, mostly coming from Baloo, in the movie. That seems odd and the lack of family-friendliness is made up for in other areas. But based solely on the campaign this looks like a movie that might be too intense for the younger members of the audience.
Green Room
Those official elements – the trailers, posters and more – all work to sell a deeply disturbing movie about the kind of evil that arises from the soul of truly twisted people, not from any demon or outside force. This is about exploring the depths of human depravity. That will appeal to some people and turn off others, but that’s the move that’s on display in this campaign. To that point, I’m kind of surprised there isn’t more of a “We dare you to see it” element to the marketing, though in place of that the studio has chose to present the angle of “the hype is real,” which again shifts the onus to the word of mouth. Not for the faint of heart is my guess.
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