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messaging

‘Civil War’ Cleverly Disguises Its Politics

April 15, 2024 by Robert Marich Leave a Comment

A24-distributed “Civil War” is a surprise cinema hit over the weekend, defying odds since such topical-political movies are typically boxoffice poison. The R-rated violent drama from distributor A24 posted a hefty $25.7 million over the April 12-14 weekend, exceeding tracking-research expectations. The dystopian action film set in the near future presents the United States … [Read more...] about ‘Civil War’ Cleverly Disguises Its Politics

Netflix Markets Titles, Less the Brand

April 7, 2023 by Robert Marich Leave a Comment

mystery movie

Netflix is shifting its marketing focus to individual titles instead of its brand, finding a general messaging of value and breadth-of-content is no longer compelling, according to a New York Times article. The video streaming industry leader, with 230 million subscribers worldwide, finds subscribers restless and prone to canceling to jump to emerging competition from … [Read more...] about Netflix Markets Titles, Less the Brand

Movies Embracing In-House Data Amid Crackdown

April 26, 2022 by Robert Marich Leave a Comment

theater loyalty

A regulatory crackdown promoting online privacy makes in-house consumer lists more valuable, because of restrictions on similar lists if compiled by third parties. That drives Hollywood to marketing lists plucked from exhibitor rewards/loyalty programs — like the Marcus Theatres slide pictured — and film distributors' direct-to-consumer initiatives. Granular consumer data — … [Read more...] about Movies Embracing In-House Data Amid Crackdown

Scandal! Marketing Downplays Disgraced Actor

February 22, 2021 by Robert Marich Leave a Comment

Crisis film Hammer

Bad publicity over a suddenly disgraced actor has Hollywood’s publicity machine in high gear scrambling to minimize Armie Hammer in the latest marketing messaging for his two upcoming film releases. Hammer was exposed for communicating cannibalistic and sex-abuse desires toward women a month ago, creating a controversy imperiling audience reception for movies "Crisis" and … [Read more...] about Scandal! Marketing Downplays Disgraced Actor

Cyberspace Hosts ‘Advertiser Unfriendly’ Spots

November 21, 2019 by Robert Marich Leave a Comment

"Machete" licking Lindsay Lohan.

YouTube is selling advertising around its video streaming content that is raunchy, edgy and controversial—and the top prospect are R-rated movie marketers. Putting forward edgy content runs counter to a broad trend in online media like YouTube of stretching to provide image-conscious advertisers non-controversial content environments. “YouTube wants to help creators who … [Read more...] about Cyberspace Hosts ‘Advertiser Unfriendly’ Spots

‘Joker’ Trailer Presses Violence Buttons

September 26, 2019 by Robert Marich Leave a Comment

joker movie poster

Movie marketers aim to create marketing messages that elicit an emotional response from consumers, and “Joker” takes this notion to an extreme. A new trailer projecting film violence created a real-world uproar of worries that the Warner Bros. comic book adaptation of “Joker” will trigger unbalanced people to acts of mayhem. A New York Post story (see below) quotes … [Read more...] about ‘Joker’ Trailer Presses Violence Buttons

Warners Repositions ‘Meg’ as Horror Comedy

August 15, 2018 by Robert Marich Leave a Comment

movie poster for Meg

After finding early audience-tracking research weak for its shark thriller "The Meg," Warner Bros. Pictures punched up the comedy messaging, especially in digital media, over the final weeks before premiere. The 11th hour repositioning boosted "The Meg's" three-day opening to $45.4 million, from an originally projected $20 million opening, per a Deadline.com article by … [Read more...] about Warners Repositions ‘Meg’ as Horror Comedy

Analyst Blames ‘Poor Marketing’ in ‘Star Wars’ Stumble

June 6, 2018 by Robert Marich Leave a Comment

hans solo flop

A Wall Street stock analyst says "Solo: A Star Wars Story" stumbled at the box office because Walt Disney Studios didn't present a credible replacement to the Hans Solo character, immortalized by Harrison Ford in the early "Star War" movies. This most interesting film critic of "Solo" is Doug Creutz, who is a veteran media analyst at investment house Cowen & Co., and … [Read more...] about Analyst Blames ‘Poor Marketing’ in ‘Star Wars’ Stumble

‘Deadpool 2’ Humor Shines in 7-Eleven promo

May 6, 2018 by Robert Marich Leave a Comment

superhero promo

20th Century Fox's "Deadpool 2" mounts a fun, bouncy tie-in promotion with the 7-Eleven convenience stores -- which number 9,700 in the United States and Canada. I saw a humorous in-cinema advertisement where the "Deadpool" character interacts with 7-Eleven cashiers in a mischievous, droll manner. The store chain wants customers to use their 7-Eleven rewards apps (if not … [Read more...] about ‘Deadpool 2’ Humor Shines in 7-Eleven promo

Did Angry Fanboys Rip ‘Jedi’ for Feminism?

December 21, 2017 by Robert Marich Leave a Comment

There's a buzz questioning whether riled-up fanboys drove down user-ratings for “Star Wars: The Last Jedi” for its alleged feminist-friendly orientation. A Variety article by Todd Spangler notes that movie rating website Rotten Tomatoes reported that film critics gave “Jedi” a lofty 92% rating, but the website’s users just 54%. There were claims that automated bots unleashed … [Read more...] about Did Angry Fanboys Rip ‘Jedi’ for Feminism?

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