Moviemakers or Movie Marketers?

Really smart chatter has been happening from my Arresting Slumping Box Office Sales post with many comments echoing some of the sentiments expressed in a vintage Brand Autopsy posting.

In that post from last summer, I riffed off two articles that were exploring where to place blame for a dismal summer 2005 movie season. Were slumping sales the fault of moviemakers or movie marketers? As you can read below, I found blame with the moviemakers …

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[From the Brand Autopsy archive (August 20, 2005)]

Who’s to blame for the dismal summer movie season … moviemakers or movie marketers? Year-to-date box office sales are half-a-billion dollars less than last year and there is a lot of finger-pointing going on in Hollywood.

Moviemakers are blaming marketers for the box-office slump. They say Hollywood marketers have abused the heavy-up television advertising tactic to the extent audiences have grown tired of the relentless hype machine.

Movie marketers are blaming changing consumer habits. They say their core consumer (12 to 34 year olds) are spending more time playing videogames, surfing the internet, and using their cell phones than going to the movies.

Movie theater owners are even getting to the action by blaming moviemakers. Theater owners are say this year’s movies are just not as good as last year’s movies.

I side with the movie theater owners and place the blame on the moviemakers.

If moviemakers make truly remarkable films, people will remark about them and audiences will flock to see them. Case in point … CRASH, a remarkable movie people remarked about this summer. I saw it because my sister-in-law remarked to me how much I would like the film because it depicts an honest look at racial relations.

So … who do you think is to blame for the summer box office slump? Moviemakers or movie marketers?

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Comments

[Mario Sundar]

Hi John,

I'd have to say the blame rests more on the movie-makers. I agree with you that movie makers are coming up with the same trite, re-hashed comic-book plots without sufficient emphasis on the storyline.

Movie marketers faced with a barrage of comic-book releases, come up with the same tried-and-tested alliances with burger king and mcdonalds. Pathetic.

I recently came up with a list of 5 commandments for movie-marketing success on my blog based on the success of Indie films like "The Passion of the Christ". I think movie marketers could learn a lesson or two from Motive Marketing.

-Mario
Marketing Nirvana

[Jason]

I think since the begining of the motion picture there have been bad films. For example...look at the eighties. I think the key to making money in the industry these days is to find the "cult hit" rather then chasing the blockbuster. It is all about the "niche."

Do not get me wrong, you can still make some money off the blockbuster, but it is alot more difficult. I also feel that alot of these numbers studios put out are not a true depiction of what the movie really makes. You also have to consider tha foriegn box office, rentals, TV rights, pay TV, and merchandising to name a few.

To get back on track, I feel studios should take gambles on the unknown director, actor, or moviemaker. Two of the biggest successes of last year were garden State and Napoleon Dynamite. Each of those movies had a unique marketing effort, and were done on an independent level. Here is a link to a post I wrote about Zach Braff and his promotion efforts for Garden State.

http://marketingismymiddlename.typepad.com/marketing_is_my_middle_na/2006/06/internet_case_s.html#comments

[DUST!N]

I noticed an article mentioned in this week's WOMMA newsletter concerning Word of Mouth/Buzz for movies:

http://www.signonsandiego.com/news/features/20060525-9999-lz1w25buzz.html

Interesting quote:
Semones says his company also focuses on people who are already fans, rather than trying to “buy” new converts.

“It's key to understand that what we're tapping into is organic enthusiasm, the true passion of the real fans,” he says. “We're totally transparent.”

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I believe there's a lot of wisdom in that. I also believe that is where many marketers miss the mark.

[Keith Demko]

I put the blame on the theatre operators, myself .. though I still enjoy going to the movies, and do so quite often, the lack of ushers to exert even an ounce of control has ruined many an outing for me