Movie marketers looking for unconventional partners
The idea that Hollywood movie studios are going so deep into niches to look for partners to help promote their movies is the angle used for this Washington Post article. It cites the number and uniqueness of promotional partners for Cars and other big releases. But when you get down to it there’s not really much “niche” marketing going on here. It’s still part of the same basic equation studios have been using for years:
True niche marketing would look something like this:
When Univeral teams up with Budweiser for a The Break-Up promotion, it’s not revolutionary. They’re both huge names. If they had partnered with something like Berghoff Beer (a Chicago beer that needs bigger exposure) *that* would be niche marketing. I think the writer of the article is confusing the words “non-traditional” and “niche.” That’s to be understood since the two sometimes - but not always - go hand in hand. There is still a distinction. Still, it’s a piece worth reading if you take this mindset with you.
Technorati tags:
movie marketing
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
Comments
No comments yet.
Leave a comment