audience and institution essay

New movies are released every day, some make it big, some don't, but what

is it that really fluctuates a film? Well, a good film is definitely one factor, but the

concept that brings a movie to light and creates chatter is marketing. Marketing

is a very strategic and important aspect when starting and completing a film.

Of course, without an audience there is no film. 

Marketing includes many factors like, distribution, trailers, ads, merchandise, games

and much more. For example, Jurassic park , it is the third largest grossing movie

of all time bringing in over a billion dollars since released. Now, people wonder

why it did so well, it could be the advanced technology, the acting and even the

directing. Logically, the quality of the movie won't be known without an audience,

this is where marketing takes over. Jurassic park used cross promotion to display

old movies and commercials of jurassic park on NBC, so that the audience will

feel more inclined to want to watch the newer version. They released many

posters, some which were limited edition, they came out with video games

and toys to promote the movie. This kind of marketing is vital to a film, it targets

different age groups, different states, and even different countries. 

According to Daniel Kehrer, an advanced marketing analyst, Studios spend an

average of $30 million to market the typical PG-13 action film in the U.S. The

movie spider man homecoming had a budget of 175 million, worldwide they

made around 880 million in gross. If this statistic applies, a big portion of the

budget was used to market the movie. The idea that big productions strategically

use a portion of their money on marketing, shows how crucial it is to creating a

popular movie. Spider man homecoming, used cross promotion by selling

spider man figured with logos of the new movie in stores like target. They also

created their own soundtrack, people could download and listen to it on their

own, cross media is a really good way for people to keep thinking about the

movie even after it is released. 

When marketing, there are many ways to do it, special events are one way, but

not every film does it. Fast and furious used special events to promote their

film by getting attention from not only the audience but the press. They held a

special red carpet event called, “Road to furious 7: Trailer launch event”. It

allowed fans to ask questions about just the trailer itself, this brought even more

attention to the film before it was released. The directors even created a website

to host contests, post videos and pictures. This is a smart way to market towards

their fan base. It keeps fans engaged and excited for the film. 

Another film that helped special events was Black Panther. They used marketing

to target fashion, they hosted a New York fashion week event that was inspired

by outfits displayed in the film. Marketing is done in a very strategic way, they need

to be able to reach different fan bases. Black Panther got over a billion dollars in

gross domestic product. Those numbers are very high and it was due to the

marketing and the different people that it reached. 

Overall, there are many factors that make a movie popular and create lots of

revenue, but without marketing and its importance, the film industry would not

surplus as well as it does. Marketing has aspects that target many different people,

kids, adults, fashion industry and teenagers. Personally, I am not in touch with the

film industry and the release dates of films, but marketing is what makes me

encouraged to watch films that come out.