Why do some audiences see no promotion for upcoming movies while others get bombarded with it? Film critic Nina_Metz looks at the death of pop culture's monoculture and the fractured state of modern movie marketing in this thought-provoking column.
From left: Julia Roberts and George Clooney in the rom-com"Ticket To Paradise."starring George Clooney and Julia Roberts, passing the $100 million mark in global box office. The reason I saw this on my timeline? Because someone had quote-tweeted it to note: “I literally have heard nothing about this film. All I know is they flirted in a video I didn’t even realize was promo for this movie.
For most of TV and film history, we absorbed information about upcoming releases through a combination of TV, print and radio ads and coming attractions in the theaters themselves. Even if you weren’t paying much attention, you were passively absorbing it through pop culture osmosis. It was just in the air all around you and there was a sense that you could go about your life and expect this information to be served up to you with minimal to no effort on your part.
But now? “Primetime television is not what it used to be, the reach of newspapers are not what they used to be — and for a long time that’s where the bulk of advertising was happening, this was the primary way to market to audiences.” I suspect that’s why there’s so much angst in Hollywood about the Academy Awards losing their status as a must-see event. If the Oscars are little more than an elaborate— and they are, that’s always been their raison d’être — what happens when fewer people care to even tune in? “There’s no question that the decline of the Oscars is a real loss for marketers, because now all you have is the Super Bowl if you want to reach a big audience all at once,” Calkins said.
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