Sidestepping the saturated digital landscape, movie marketers are screening some trailers only in-theaters.
For example, Warner Bros. Pictures is making a 40-second teaser for “Birds of Prey: Harley Quinn” is seen only as attached to the studio’s horror yarn “It: Chapter Two.”
Writes Richard Newby in the Hollywood Reporter: “Warner Bros. took a similar route with the teaser for Christopher Nolan’s ‘Tenant,’ which is only available to see theatrically with “Fast & Furious Presents: Hobbs & Shaw.” While this marketing tactic has left some film fans feeling frustrated, especially in a day and age where every bit of theatrical marketing, including TV spots, find their way online, Warner Bros.í exclusive trailers are offering another incentive to opt for the theatrical experience and preserve the magic of going to the movies.”
The article mentions scattered other examples involving Netflix and 20th Century Fox.
“Birds of Prey (and the Fantabulous Emancipation of One Harley Quinn)” — its long, full-blown title — is scheduled for premiere Feb. 7, 2020.
Notes the third edition of book “Marketing To Moviegoers”: “In 1998, a chunk of the audience for drama ‘Meet Joe Black’ walked out after the trailer for ‘Star Wars: Episode I — The Phantom Menace,’ which is what they came to see. With web circulation of trailers becoming prevalent, there’s less urgency these days for moviegoers to go to theaters to see them.”
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