"In a world where 50 percent of the budget of a film actually goes on promotion, as opposed to what you see on screen, the idea that we have a worlds where the consumer can exercise authority and sovereignty is absurd, " said Professor Toby Miller, director of Film and Visual Culture programme at the University of California.
As film professor Jim Collins describes it, the Weinsteins, who remain masters of promotion, would release a film late in the year in New York and Los Angeles, build momentum through critical praise and advertising, and use the Golden Globes and the Oscars to boost films even more.
In fact, soundtracks for movies come out nearly two months before the movies themselves as promotion for the film and as a means of engaging potential movie-goers.
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For example, the company recently launched a promotion for the upcoming film You Again that enters users into a sweepstakes when they check in to shows like Glee or Dancing with the Stars and interacts with the ads through Philo's app.
The Mega-Farm, which will exist for 24 hours during the promotion, will feature characters and storyline from the film.
Brands that invest in a movie promotion can expect to pay for the placement in the film, the production of the TV commercial, the music rights, and the talent.
There is also aggressive promotion and support for such activities as the Singapore International Film Festival, now in its 10th year, and the Festival of Asian Performing Arts -- showcases for both local and regional talent.
The promotion should feel like it was crafted in the same style as the film, with subtlety and a well written script.
And once again, the marketing potential is great, since the film series and the show both promote one another, and this show likewise has cross-promotion with Wayne.
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