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Practice Reading: Fill in the Blanks (Dropdown)
ID: #39120
Hyping
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Hyping, or to put it more politely, marketing movies can double their budget. And in the end, does it really the trick? Those without the major studios' huge spending are not convinced. 'There will always be an audience that follows the big campaigns,' says Andrea Klein, of the British Film Institute, 'but there is another which doesn't respond to four-page colour ads.' For this audience, reviews are all-important. Publicist Jonathan Rutter concurs: 'Most of our films can be killed dead by bad reviews,' he says. Although he is not to the odd gimmick, he warns against too much hype: 'l get put off films which are over-marketed,' he says. 'People don't like to be spoon-fed, they prefer to make up their own minds.' For Hollywood blockbusters, leaving people to make up their own minds is not a viable marketing strategy. Films on this scale are caught up in a circle. To inflated production costs a mass audience must be found, and to find that audience takes a giant publicity budget.
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