![]() ![]() In theory, a successful screening leads to word-of-mouth marketing, as it compels viewers to discuss an interesting, low-key film with co-workers when they return to work after their weekend. In the case of Sleepless in Seattle, a romantic comedy, screenings were held at suburban shopping malls where romantic couples in their mid-20s to early 30s spent Saturday afternoons before seeing a new film. Screenings for these films are held in an area conducive to the film's demographic. This alternative form of marketing strategy has been used in sleeper hits such as Sleepless in Seattle (1993), the Oscar winner Forrest Gump (1994), My Best Friend's Wedding (1997), There's Something About Mary (1998), and The Sixth Sense (1999). ![]() Some sleeper hits in the film industry are strategically marketed for audiences subtly, such as with sneak previews a couple of weeks prior to release, without making them feel obliged to see a heavily promoted film.
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