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 […]

Movie Marketing: Absurd Product Tie-Ins and Spoilery Trailers

Robert Marich’s Marketing to Moviegoers: A Handbook of Strategies and Tactics provides an overview of movie marketing, covering everything from creative strategies to traditional advertising to product placement in films. I would like to focus on just two aspects that are examined in the book: product tie-ins and trailers.

Marketing to Moviegoers

This past weekend, I had the misfortune of deciding to watch Thor 2: The Dark World. While reading Robert Marich’s Marketing to Moviegoers, I was reminded of the film’s misleading promotional strategies and my own disappointment upon watching – the film was completely dissimilar to my expectations and standards (which is a shame, since I tend to dig […]

Marketing Pacific Rim to Moviegoers

Chapter 2 of Marich’s Marketing to Moviegoers explores the research aspect to film marketing in great depth. Marich highlights several practices within the industry, such as focus groups, as well as problems such as the increased leaking of information. While reading the chapter, I found myself reminded of my experience with the marketing campaign for […]

“In a world…”

I like movie trailers. I like them a lot. They’ll be my focus here, based on what I read in Robert Marich’s Marketing to Moviegoers: a Handbook of Strategies and Tactics. I’ll never forget when I saw the teaser for David Fincher’s Girl with the Dragon Tattoo when I went to see X-Men: First Class. […]