Marketing: The Battle for the Mind of the Moviegoer

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Marketing movies towards the public is an art form, and such is shown throughout this past Marich reading, in which Marich describes the exhaustive means through which movies are marketed, which in the end wind up costing the same, if not more than the cost of producing the movie. According to Marich, depending upon the film, the advertising pertaining to it can be significantly more or less in depth concerning the plot or the catch of the movie. Whether advertising through posters, trailers, Television spots, or online, the immediate goal of advertising is to reel audiences into a feature they should feel really excited about, even if the common perception is that nobody would actually go to these films. The most efficient way to do this would most often come in the form of simple wording that gets across the basic thematic elements of the film to an audience. Marich states within the reading that advertising also depends mainly upon finding out exactly who’s going to be seeing the film and what type of audience it will most likely draw. Marich elaborates by dictating that

“Identifying the primary audience is crucial because this audience is most easily motivated and is expected to be the first wave of ticket buyers. The risk in not making a strong pitch to the primary audience is that this audience won’t show up in force on opening day. Making advertising overly broad can result in no audience segment being influenced.” (Marich, Marketing to Moviegoers, 20-21)

In order to at least secure a decent showing for a film, gaining the core audience comes first and foremost as a priority. The color schemes and also the images portrayed attract different core audiences, however also factoring into this equation are the reputations of the actors portrayed within the film.

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Advertisements for some of my favorite films such as Transformers: Dark of the Moon and the various Fast and the Furious films sought to appeal to a core audience of action movie enthusiasts, which mainly consists of a generally male audience. Advertisements for both films contain appeal to a male audience through its lure of sexuality and the prospect of seeing beautiful women onscreen as well as dangerous, adrenaline-pumping action as represented through the fancy high-tech cars and intense action sequences. In the trailers for the Fast and Furious movies, there is also a large emphasis upon family, which is a recurring theme within these movies, despite the irony of the contradiction between this and the overly sexual imagery of the film, the film as well as its trailers manage to pull off the combination quite nicely.

In the case of Transformers Dark of the Moon, the trailers and posters typically sought to appeal to the core fan base which was already familiar with the now 30 year old franchise. The transformers movie trailers, in trying to be as efficient as possible do less to bore the audience with details of the characters, as most are already well known and established within American popular culture over the past 30 years. The trailers do, however, focus upon the appeal of the sci-fi action and quick cuts of awe-inspiring CGI portions of the movie. All in all, these methods are highly effective at pulling in young male audiences and the core fan bases to the films, as both series’ have more than three installments, with the highly anticipated Fast & Furious 7 and the fourth Transformers film, Transformers 4: Age of Extinction being released in theaters next year and this upcoming summer respectively.

Below are advertisements for both Transformers: Dark of the Moon and Fast and Furious 6. Enjoy.

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