Examines some of the innovative marketing techniques that helped make a hit out of a film that many thought to be a difficult sell.
Written in 1997; 2,250 words; 12 sources; $ 79.95
From the Paper:
"The movie Braveheart is an interesting study in film marketing techniques. The film seemed to lack many elements which would make it easy to promote a wide audience, and yet its high earnings demonstrate that it was a success. The film was set in a time and place that is unfamiliar to most Americans, and this was a problem that marketing efforts needed to address. In response to this problem, the movie was sold to the public as a romance and as an action adventure, themes the public could easily recognize. Further efforts were made to inform the public that Mel Gibson, a well-liked and known actor, played an important role in the film and behind the scenes. Overall, marketing efforts worked well to get audiences into theaters by focusing on the film's most appealing and universal attributes.
Film marketing is a process that often begins even before a film.."
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