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- Blake Lively’s It Ends With Us and the Marketing Mistakes
- We Live in Time and the Viral Horse Meme
- Where Does Movie Marketing Go From Here?
As a film critic with over two decades of experience under my belt, I’ve seen countless marketing campaigns take unexpected turns due to social media memes. It’s like trying to steer a Titanic with an oar – just when you think you have control, a giant iceberg named “Funny Carousel Horse” appears out of nowhere!
It appeared at one time that innovative movie advertising had taken a backseat in mainstream productions, primarily showcased for films with smaller budgets. This is understandable because mass-market films can’t afford overly specific marketing strategies; they need to appeal to the broad public. However, in recent times, there has been a significant resurgence in movie advertising that we haven’t witnessed for quite some time. The leveraging of social media, particularly its volatile characteristics, has significantly influenced how movies are promoted today.
There is no rule book for what will reach people on social media. Most of the time, if a movie is lucky enough to have a viral meme or social media moment, like the upcoming romantic drama We Live in Time, it is entirely accidental. On the surface, this doesn’t seem like a problem. What does present a problem for studios is that they never have any control over them. It was created by someone they don’t know, popularized by chance.
Phrasing Suggestion: Chasing memes can cause studios to undermine the intended tone of their future films, leading to confusion among audiences who may feel misled if they expect humor based on viral content and receive a more serious or dramatic piece instead. For instance, someone unfamiliar with “We Live in Time,” but aware of its humorous memes, might anticipate a light-hearted film and be disappointed when they encounter a cancer drama. This mismatch can negatively impact the reception of an upcoming release.
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Blake Lively’s It Ends With Us and the Marketing Mistakes
People who remember the debate about It Ends With Us understand how a marketing campaign for a film that doesn’t match its actual tone can be harmful. Blake Lively faced criticism due to what seemed like an inconsistent portrayal of the domestic violence themes in It Ends With Us compared to director Justin Baldoni’s approach. The world of movie marketing has become increasingly complex, as social media relationships with popular actors and studios make it challenging to ensure that marketing messages align with the actual film being promoted.
During the promotional period for their respective films, Justin Bladoni and Blake Lively maintained mostly independent social media activities, giving off an impression that they were promoting different movies. This led to rumors of behind-the-scenes conflicts, which the studio had no power to contain as they quickly escalated on social media platforms.
As a dedicated cinephile, I recently noticed an excellent instance of character alignment in the latest blockbuster, “Twisters.” The production team cleverly utilized TikTok and strategically placed their actors within promotional content that mirrored the lively camaraderie and witty banter reminiscent of the film’s upbeat atmosphere. Thankfully, their efforts paid off – the chemistry between the stars was undeniable to all who saw it. Studios can never be certain that their actors will deliver a successful promotional campaign, but with social media serving as an astute sleuth exposing insincere pleasantries, it’s futile to fake it.
As a movie enthusiast, I understand the need for studios to create an authentic camaraderie between actors on screen, even if it’s not genuine off-screen. Playing games that test their knowledge of each other can sometimes lead to awkward moments when it’s evident they are merely colleagues. An uncomfortable setting for media interactions won’t attract moviegoers. Placing the right actors in the correct environment is crucial – a setting where they can be natural and unfiltered, but controlled enough to prevent any unwanted slip-ups from surfacing.
We Live in Time and the Viral Horse Meme
The recently released film “We Live in Time,” starring Andrew Garfield and Florence Pugh, debuted at TIFF. However, it has garnered attention for something other than its tale of cancer survival. As soon as the poster was unveiled, social media users couldn’t resist poking fun at an odd-looking carousel horse. This unexpected humor prompted a shift in the marketing strategy. To take advantage of a meme that was drawing eyes to their movie, it became necessary for Garfield and Pugh to engage more with jokes about the horse.
It’s not necessarily wrong for two actors to banter in the press. However, such interactions can be fleeting online, as they might quickly lose traction once public interest shifts elsewhere. Production studios invest vast resources in marketing campaigns and select well-liked actors who are popular with their audience. These marketing strategies are guided by a specific plan, but a viral social media meme could steer the narrative off course into uncharted territory.
It’s possible that some viewers may approach “We Live in Time” under the assumption it’s a comedy or a lighter film, given that it deals with a family’s struggle against cancer. Many people often go to the cinema without knowing much about the movie they’re watching. All they know is what they saw on their social media feeds, like a funny horse, which might lead to disappointment as audience expectations play a crucial role in a film’s success.
Where Does Movie Marketing Go From Here?
It’s highly unlikely that the pairing of Andrew Garfield and Florence Pugh will be upstaged by a yellow horse. They are already creating buzz on social media, playfully engaging with one another, and showcasing genuine camaraderie which, aside from its marketing implications, is delightful to witness. It’s enjoyable watching people we admire having a good time together.
As a supporter, I’m eagerly anticipating the marketing strategy for “We Live in Time,” which premieres in theaters on October 11, 2024. When the promotional campaign kicks off and Garfield and Pugh appear on Hot Ones, will the studio decide to capitalize on the horse meme or focus more on their chemistry? Memes are notoriously unpredictable, making a structured marketing plan quite challenging. Regardless of their decision, if it doesn’t resonate with audiences, a multimillion-dollar film could be diverted by a simple yellow carousel horse. To be fair, that wouldn’t be the most unusual thing memes have done.
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2024-09-15 01:31