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Marketing To Moviegoers Robert Marich 1. Creative Strategy (For Marketing) Because most movies are based on original concepts, the ad messages need to position each film in its appropriate genre, so aficionados of that genre can easily find the movie. The ad message should also serve up notions about what makes a film special to attempt to broaden audience appeal. The most important concept to keep in mind when creating movie ads is that most film releases are analogous to “new product” launches. Certainly, consumers are predisposed to various elements of familiarity in a movie, such as?well-known actors or films based on preexisting properties such as popular novels. Tom Hanks and Harrison Ford are de facto brand names as heroic good guys, and the Harry Potter books have legions of fans. Yet, films with popular stars and films based on popular books bomb all the time. The total cost to conceive of and polish creative materials into a finished advertising campaign for a big Hollywood film ranges from $1 million to $3 million, depending on how many outside ad shops are involved. Independents spend drastically less, often using one shop to create both the trailer and television commercial. Independents also may opt for less-expensive shops, not the top Hollywood boutiques hired by the major studios. ?In creating advertising material, the top priorities are cinema trailers, which are also used on the Internet, and television commercials. Hollywood film marketers view them as the most persuasive in convincing moviegoers to buy cinema tickets. They reason that film itself is an audiovisual medium, so the audio and visual qualities of cinema trailers and television commercials best convey flavor and nuances. Also, Web sites post trailers and TV commercials free, providing a huge promotional platform.? Perhaps the most daunting challenge is selling movies that audiences really don’t want to see. That may seem a contradiction, but is a curious fact of life in Hollywood’s