June 2013
Intermediate to advanced
368 pages
10h 11m
English
book
The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition
by Al Lieberman, Pat Esgate
Content preview from The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition
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3. Marketing Movies: Building Wannasee, Haftasee, and Mustsee
Samuel Taylor Coleridge called drama “that willing suspension of disbelief for the moment, which constitutes poetic faith.” Most modern movie producers would probably call the act of financing and making a movie the willing suspension of financial sanity. With blockbusters running well into the multiple hundreds of millions of dollars, making a movie is a seriously risky business, full of potential pitfalls at every turn.
For producers and studios, movie marketing is the hedge against disaster and the support system for success. Marketing is the engine that drives public perception, creating “wannasee,” luring people into the theaters and dollars into the box office.
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