Therein lies a tricky balancing act: The trailers and posters have to tantalize enough and provide enough information about a given film to convince a prospective moviegoer to purchase a ticket, while also keeping the most important developments close to the vest in order to retain the movie’s suspense and quality. Movies with original conceits that don’t exist in massive universes, however, still depend on traditional marketing in trying to achieve that main goal. In recent years, some studios have become particularly good at accomplishing this goal, thanks to a couple of hacks: the reliance on previously existing, big-name IP and the creation of cinematic universes, in which buying into one film includes buying into however many other movies exist in the franchise. At the risk of stating the obvious, the main goal of every movie is convincing people to see it.
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