"Capote"--A Film Review

Paper Summary:

This paper analyzes the marketing approach for the recent film, "Capote." The author acknowledges that this film was clearly meant for a more educated and selective audience, which impacted its marketing approach. This approach included waiting for the film to receive awards, and a careful release pattern that built on reviews and word-of-mouth to bring in the public. The writer concludes that the film's success shows that it found its target audience and may have drawn others along once the awards were announced and the quality of the film touted from the podium.

From the Paper:

"Many widely-accepted ideas about film releases govern what the industry as a whole does, among them the idea that certain times of the year are best for certain kinds of films, that a big star can assure a large opening weekend, that a high-grossing opening weekend is necessary if a film is to succeed, and so on. Many of these accepted ideas have been challenged from time to time by one or more films, and even when shown to be wanting, the underlying belief remains powerful and affects next year's product. Many of the independent companies have been taken over by larger entities and act as boutiques, but they still manage to continue to be the most likely to challenge accepted doctrine and to take more chances. Sony Pictures Classics is the sort of in-studio arm that has been developed to handle this sort of release, with Capote a prime example."

Sample of Sources Used:

• Ancaster Film Fest Surveys (Winter/Spring 2006). http://www.ancasterfilmfest.ca/Survey3.html.
• Box Office Mojo (2006). November 14, 2006. http://www.boxofficemojo.com/movies/?id=capote.htm.
• "Capote." The Hollywood Reporter (12 Sept 2005). November 13, 2006. http://www.hollywoodreporter.com/hr/search/article_display.jsp?vnu_content_id=1001096151.
• "'Capote,' Hoffman, Witherspoon cop top critic nods" The New Zealand Herald (9 Jan 2006),. November 13, 2006. http://www.nzherald.co.nz/event/story.cfm?c_id=1500860&ObjectID=10362949.
• Papamichael, Stella. "No. 37: Bennett Miller." bbc.co.uk (2006). November 12, 2006. http://www.bbc.co.uk/films/callingtheshots/bennett_miller.shtml.

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