Make Marketing History

The views of a marketing deviant.

Saturday, August 19, 2006

The Hissing Of Summer Yawns.

I've already blogged about the positive potential of Snakes On A Plane from a marketing perspective. Simply put, it sounded to me like a great movie. But if you wanted to know whether the great concept translated into a great execution, you had to buy a ticket because no-one was allowed to pre-judge it.

A refusal to show the film to critics is often seen as a warning sign of the studio's assumption that they won't be generating positive word of mouth. This time New Line cleverly justified their reticence and fed the hype by saying it was the people's movie but I'm not sure about the wisdom of that.

Too often recently, I've seen the role of critic attacked on the basis that if they're not creating something themselves then they have no right to speak. I'm against the constantly destructive critic, but pointing out what's wrong is something I won't attack and of which you should never be scared. New Line were.

The judgement now appears to be that it's an OK movie but not a great one. The critics would have said that and early audience expectations would have been realistic. Indeed, this genre movie would have been connected to its true audience. But, in the absence of critics, we have a whole day's attendance who probably feel slightly underwhelmed and will push out a more negative word of mouth than might have been the case. The opening weekend take will be good but will the cumulative revenue have been maximised?


Blogger TheTart said...

FYI ... what I "heard" on the ole Boob Tube is that no critic preview was provided as this movie is 'marketed' to boyz 18-25.

And the story is that these boyz don't give a flip about what critics says ... let alone they don't even know who they are. LOL!

The boyz rely on the internet (MySpace, blogs, etc!) AND Snakes has made it big in Internetville. Sides ... early on the movie was changed due to "bloggers" ... yup!

So come on ... pretty smart. Those of us over 25 would probably like to see The Illustionist anyway. (Which BTW was great!!!)

The Tart

Pssst. Critics panned Wedding Crashers, ha! Hmmm, what's that tell ya? ; p

9:21 AM, August 19, 2006  
Blogger john dodds said...

Shame on you Tart for not clicking on the provided link - you would find that yours truly had been one such blogger. I didn't say the internet stuff hadn't been smart, just that not giving it to the critics was silly - if the boys ignore the critics as you suggest, then they would not lose those ticket sales and might gain others elsewhere.
Am happy of course for you to choose the movie you take me to.

9:48 AM, August 19, 2006  
Blogger TheTart said...

This comment has been removed by a blog administrator.

1:31 PM, August 21, 2006  
Blogger TheTart said...

Oh JD, forgive & forget. I had too much buttercream frosting on my cupcakes & the sugar high took me over. ; /

Ok ... so did you see the movie? Hissssssssss. I heard it was kinda a bummer, natch!

Am I forgiven. Next movie ticket on me, K?
The Humble Tart
; *

1:44 PM, August 21, 2006  
Blogger john dodds said...

of course - and no I haven't enjoyed that flick yet.

1:59 PM, August 21, 2006  

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