{"id":4414,"date":"2009-01-14T03:22:46","date_gmt":"2009-01-14T03:22:46","guid":{"rendered":"http:\/\/www.filmdetail.com\/?p=4414"},"modified":"2009-01-14T03:36:20","modified_gmt":"2009-01-14T03:36:20","slug":"new-yorker-article-on-movie-marketing","status":"publish","type":"post","link":"https:\/\/www.filmdetail.com\/2009\/01\/14\/new-yorker-article-on-movie-marketing\/","title":{"rendered":"New Yorker article on Movie Marketing"},"content":{"rendered":"

\"The<\/a>The latest issue of The New Yorker<\/a> has an interesting article by Tad Friend on movie marketing<\/a> with a focus on Lionsgate’s resident guru Tim Palen<\/a><\/strong>.<\/p>\n

If you have ever wondered how film marketing works in Hollywood then this is required reading.\u00a0<\/p>\n

One section of particular interest is when Friend mentions five ‘unofficial rules’ that studio marketers have in order to make their films seem broadly ‘relatable’:<\/p>\n

    \n
  1. Can\u2019t we all get along?\u00a0<\/strong>In \u201cStomp the Yard,\u201d which was about an urban street dancer who goes to college, the poster showed the African-American hero with his back turned, leaving his race indeterminate. The campaign for \u201cBring It On\u201d portrayed the story as a rivalry between white and black cheerleading squads, even though more than eighty per cent of the film was about the white squad. The first marketing materials for Fox\u2019s X-Men franchise showed only an \u201cX.\u201d Why exclude half your audience?<\/li>\n
  2. If the poster shows a poster child, the movie is for kids<\/strong>.\u00a0Posters are intended to tell you the film\u2019s genre at a glance, then make you look more closely. Horror posters, for instance, have dark backgrounds; comedies have white backgrounds with the title and copy line in red. Because stars are supposed to open the film, and because they have contractual approval of how they appear on the poster, the final image is often a so-called \u201cbig head\u201d or \u201cfloating head\u201d of the star. Every poster for a Will Smith movie features his head, and for good reason: he is the only true movie star left, the only one who could open even a film about beekeeping monks.<\/strong><\/li>\n
  3. Everybody\u2019s a comedian<\/strong>.\u00a0Any drama with at least three funny moments in it will be portrayed, in the trailer and TV spots, as a comedy. The trailer for the 2005 film \u201cThe Squid and the Whale\u201d conveyed a measure of the film\u2019s delicate unease, but it was basically a series of wry exchanges. A joke, particularly a pratfall, is self-contained, whereas a sad or anxious moment is hard to convey briefly and out of context.<\/li>\n
  4. If it\u2019s called \u201cThe Squid and the Whale,\u201d it\u2019s somebody else\u2019s problem<\/strong>.\u00a0That movie was produced by Samuel Goldwyn Films, an independent studio, and grossed seven million dollars\u2014quite good for a small film, but not for a studio release. If a movie\u2019s title and stars don\u2019t tell you almost everything you need to know about a film\u2014\u201cGet Smart,\u201d starring Steve Carell, say\u2014marketers worry. Fox had to spend a little extra to sell \u201cThe Devil Wears Prada,\u201d because casual moviegoers wondered what Meryl Streep was doing in a horror film. When a movie under performs, an awkward title is often seen as the culprit.<\/li>\n
  5. Always cheat death<\/strong>.\u00a0People die in movies; they almost never die in trailers. They are courageous (\u201cThe Express\u201d) or missing (\u201cChangeling\u201d) or profoundly alive (\u201cRevolutionary Road\u201d). \u201cIf a movie is completely, one hundred per cent about death, then it\u2019s also about life, right?\u201d Fox\u2019s co-head of marketing, Tony Sella, told me. The only thing marketers can\u2019t pull off, Sella acknowledged, is \u201cselling old to young\u201d\u2014persuading kids to see a movie like \u201cDriving Miss Daisy.\u201d \u201cYou can try with\u201d\u2014he adopted a baritone voice-over\u2014\u201c \u2018You don\u2019t know where you\u2019re going, but here\u2019s what it\u2019s going to look like when you arrive.\u2019 But they usually say, \u2018Screw you, I\u2019ll wait.\u2019 \u201d\u00a0<\/li>\n<\/ol>\n

    There is also an observation about how marketing dictates what kind of movies get made:<\/p>\n

    Marketing considerations shape not only the kind of films studios make but who\u2019s in them\u2014gone are lavish adult dramas with no stars, like the 1982 \u201cGandhi.\u201d<\/p>\n

    Such considerations account for a big role being written for Shia LaBeouf in the most recent \u201cIndiana Jones\u201d (to attract youthful viewers as well as Harrison Ford\u2019s aging fans).<\/p>\n

    They also account for the virtual absence from the screen of children between the ages of newborn (when they appear briefly, to puke on the star for the trailer) and that of the Macauley Culkin character in \u201cHome Alone.\u201d<\/p><\/blockquote>\n

    It explains the arc of a campaign for an average movie:<\/p>\n

    Modern campaigns have three acts:<\/p><\/blockquote>\n

    \n
      \n
    1. A year or more before the film debuts, you introduce it with ninety-second teaser trailers<\/strong> and viral Internet \u201cleaks\u201d of gossip or early footage, in preparation for the main trailer, which appears four months before the release;\u00a0<\/li>\n
    2. Five weeks before the film opens, you start saturating with a \u201cflight\u201d of thirty-second TV spots<\/strong>;\u00a0<\/li>\n
    3. At the end, you remind with fifteen-second spots<\/strong>, newspaper ads<\/strong>, and billboards<\/strong>.<\/li>\n<\/ol>\n<\/blockquote>\n

      Plus, we also get a breakdown of the average costs:\u00a0<\/p>\n

      Studios typically spend about ten million dollars on the \u201cbasics\u201d (cutting trailers and designing posters, conducting market research, flying the film\u2019s talent to the junket and the premiere, and the premiere itself) and thirty million on the media buy.<\/p>\n

      Between seventy and eighty per cent of that is spent on television advertising (enough so that viewers should see the ads an average of fifteen times), eight or nine per cent on Internet ads, and the remainder on newspaper and outdoor advertising.<\/p>\n

      The hope is that a potential viewer will be prodded just enough to make him decide to see what all the fuss is about.<\/p><\/blockquote>\n

      Read the rest of the article<\/a> at The New Yorker’s website.<\/p>\n

      > Find out more about Lionsgate at Wikipedia<\/a>
      \n>       Tim Palen’s official site<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

      The latest issue of The New Yorker has an interesting article by Tad Friend on movie marketing with a focus on Lionsgate’s resident guru Tim Palen. If you have ever wondered how film marketing works in Hollywood then this is required reading.\u00a0 One section of particular interest is when Friend mentions five ‘unofficial rules’ that […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,16],"tags":[545,221,748],"_links":{"self":[{"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/posts\/4414"}],"collection":[{"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/comments?post=4414"}],"version-history":[{"count":0,"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/posts\/4414\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/media?parent=4414"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/categories?post=4414"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.filmdetail.com\/wp-json\/wp\/v2\/tags?post=4414"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}