Marketing is of significant importance in the film industry. It’s mandatory for every film. Without marketing, there's a higher chance that the film will not be successful. The main reason why marketing is of such importance is because it attracts an audience and generates sales. This makes everything easier for the film company as they only have to pour their all into marketing and watch the rest unfold.
Marketing attracts an audience. This can be done through placement and marketing methods. Putting the advertisements on the correct platforms can draw the intended audience. According to ‘productionhub.com’, 95% of Gen Z uses YouTube. A film that is intended for teenage viewers will have trailers released on YouTube as that is where this specific audience can be targeted. Moreover, case studies such as Beauty and the Beast and Black Panther have used marketing methods such as Cross Promotion and Merchandise to attract audiences. Beauty and the Beast used Kohl’s, The Bachelor, twitter, mugs, ornaments, etc. Black Panther used the latest 2018 Lexus LS 500, debut trailer during an NBA Finals Game, and clothes for adults and children. All of these methods of marketing increases anticipation for the movie and increases the amount of potential viewers
Additionally, marketing generates sales. An example of this can be the film Jurassic World. This movie earned about $1.67 billion at the box office. Posters along with four main trailers were distributed on the internet. All of which aided in the final outcome. Another film that uses marketing methods is Spiderman Homecoming. This film uses synergy. Through synergy, Spiderman Homecoming partnered up with Cinnamon Toast Crunch, a very well known cereal brand amongst everyone. This film itself made a total of $880.20 million. These marketing methods allowed for a wide range of viewers to preview the film and therefore get excited about it. Especially little kids who saw the toy on the cereal box.
In essence, marketing is a part of the distribution process. This helps companies decide where the film will be released, when it will be released, and more things of that nature. All of this is done because without it, marketing cannot happen. Marketing is essential to the film industry being that without it, more than half of successful movies today would not be as successful as they are. Marketing is the reason why films are able to draw in the type of audience that they attract and make the high amounts of money that they make.
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