Marketing logic behind Brokeback Moutain
This article from the Wall Street Journal goes into just how much planning and what kind of logic was used when it came time to market Brokeback Mountain. Specific theaters - not just markets - were targeted and certain movies selected to play the trailer in front of. The overall goal was, to some extent, to take the “gay” out of the marketing and make it appeal to women as a romance more than anything. There’s a lot of good stuff in there. I wish all studios thought this much about how and where to market and open their theaters instead of just relying on mass advertisements.
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movie marketing, focus features
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