The Alternate Ending: The Ethics of Statistical Filmmaking

A film can be a lot of things. It can be the culmination of years of work for a dedicated filmmaker or a multi-million dollar investment for a hollywood executive.  There seems to be a fundamental problem with the studio system in this regard; the creation of art for profit. Since the heavy commercialization of […]

Screening Success: Marketing Research for Movies

In Marketing to Moviegoers, Robert Marich, delineates the structure of research departments within the film industry. The research conducted by film companies is largely secretive and consequently is an unfamiliar aspect to most moviegoers. The research conducted tends to rely on test audiences in order to ascertain as much market information as possible as an […]

Dark Horse: The Marketing Strategies of Cloverfield (2008)

Advertising and marketing are the bread-and-butter of our consumer economy, as made clear in Marketing to Moviegoers: A Handbook of Strategies and Tactics by Robert Marich. Through a twisted synergy of the two, we are barraged with overt and subliminal messages all begging us to buy something of variant value. These two professions are also […]

Brand Loyalty: Product Placement and the Rise in Piracy

The process of marking to moviegoers has been apart of the film industry for several decades with both parties involved benefitting from product placements and promotional tie ins. The marketing strategy of product placement is when a there is an exchange of finances for a consumer good to be placed in a film for a […]

Storytelling Through Trailers: The Cornerstone of Movie-Marketing

You must penetrate the popular culture. The consumer must hear about your film from his or her inner friend base, the outer friend base, the DJ, from the news. (Jeffrey Godsick, senior executive vice president of marketing at Twentieth-Century Fox). Trailers are one of the most important aspects of movie-marketing. Robert Marich, the author of Marketing […]

Mean Girls: Marketing to Teen Girls

The most interesting point in Robert Marich’s book “Marketing to Moviegoers: A Handbook of Strategies and Tactics” comes from the Marketing in Digital Media section. He says, “Film distributors spent between 5 percent and 20 percent of their marketing budgets on new media, with the range attributable to whether a film’s target audience is a heavy user […]

When Foreign Language Films aren’t Foreign

In the 12th chapter of Robert Marich’s book, Marketing to Moviegoers A Handbook of Strategies and Tactics, discusses the effect of foreign language films in the United States of America. Who watches foreign language films and what effect the genre has on “moviegoers”. He also focuses on the addition of the subtitles on cinema screens […]