Marketing is arguably the most important step in media
making. With the ability to take place, pre, post, and during production,
marketing is vital in generating the appeal of any film. Without any appeal in
a film, the film would not bring nearly as much money as it would otherwise.
Marketing
can come in may forms, and many films take the liberty of utilizing them all.
Films like Guardians of the Galaxy Vol. 2, especially being a sequel, had a
major audience and already had a significant appeal already, but it was furthered
with use of cross media convenience and merchandising. Partnering with Dairy
Queen to create new flavors based on the movie kept audiences engaged in wait
for the movie’s appearance in theaters and apparel like graphic-tees allowed
fans to show their pride in movies and keep the hype for the film alive during
production. Marketing is extremely important for films like Guardians of the
Galaxy because of the length in which they take to make. Marketing ensures that
conversations are being held in anticipation, ensuring that there will be an
audience to view the movie when it is released.
In new releases
however, marketing can be used to draw in an audience that never existed
before. With films like Blank Panther, an arguably racially charged film, using
Michael B. Jordon and Kendrick Lamar to advertise, drew in a massive audience. With
his performance at the College Football Playoff National Championship Game, Kendrick
Lamar showcased the music being featured in film. The trailer for the film also
aired during the NBA finals, advertising to many viewers at once. Marketing for
this film really aimed to advertise to a devise population, holding fashion
events to promote the film. Marketing in this case was important because it represented
much more than isolated film, but instead an entire culture.
The
same thing can be said for Brands with tatted reputations. Marketing for anticipated
movies like the Spiderman Homecoming set up fans for a new era of a beloved
family movie. Marketing for this film targeted all ages, including toys for children
and a soundtrack and a promotion on Cinnamon Toast Crunch cereal box. With the
Spiderman brand leaving off on a sour note to many in prior years with earlier trilogies
featuring Toby Maguire, marketing for Homecoming was vital for resparking the
love in the Spiderman brand and the fanbase within . Introducing a new
Spiderman, Tom Holland, also put the film on the radar and gave audiences hope.
Keeping
the trend of family movies, marketing is also a way to entertain the audience
of fan favorites like Beauty and the Beast. With its initial trailer of a
simple falling rose petal, the Beauty and the Beasty movie sparked intrigue across
the board. For live-action remakes, the most important thing for the movie was
interest, achieved but the films marketing.
Marketing is by far the most important part in
the process of media making because It decides weather the media in question
will be successful. In terms of films, without marketing, the audience just
isn’t there. Marketing engages the audience and ensures that there are people
to see the film, it is also a way for producer to gage their audience while
stile in production by the response to merchandise and other aspects.
