Adweek, Movie Marketing

Selling Your Movie By Referencing Others

My latest Adfreak post looks at how The Boss Baby is just the latest movie to work in a nod to the box-office competition to its own marketing campaign. Oh, and I make a That Thing You Do! joke.

Next week, The Boss Baby hits theaters. The latest Dreamworks Animation release features Alec Baldwin voicing a briefcase-wielding, suit-and-tie-wearing baby who’s sent undercover to a family to try to foil the plans of Puppy Co., which is working to out-cute the baby industry. To date, the marketing for the movie has focused on the inherent comedy of Baldwin’s voice coming out of a pint-sized body and the conflict between the baby and the older brother who discovers what’s really going on. The latest trailer, though, adds another element to the opening with a direct nod to the competition it will face at the box office.

Source: The Boss Baby Is the Latest Movie to Sell Itself by Winking at the Competition – Adweek

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