Citation
Marich, R. (2014, October 19). Dissecting Birdman Publicity Campaign : News : Marketing To Moviegoers : A Handbook Of Strategies Used By Major Studios And Independents. Retrieved January 15, 2015, from http://www.marketingmovies.net/news/dissecting-birdman-publicity-campaign/
Summary
The article explains how Birdman publicized itself and what techniques were used to gain the audience they want. The film was marketed as much as possible, from Tv outlets to press junkets with the cast. Their technique, like other films now a days, was to widen the audience variety as possible.
Quotes
• "The junkets, which bring together large numbers of journalists, are the most impactful because they are cost-efficient and can be conducted quickly"
•"The distributor Fox Searchlight is the specialty-film arm of 20th Century Fox with an excellent track record marketing smallish films to hit proportions such as Slumdog Millionaire, 12 Years A Slave, Black Swan, Little Miss Sunshine and Sideways"
•"The distributor Fox Searchlight is the specialty-film arm of 20th Century Fox with an excellent track record marketing smallish films to hit proportions such as Slumdog Millionaire, 12 Years A Slave, Black Swan, Little Miss Sunshine and Sideways"
Reflection
I feel like the way the film was publicized made it a bit confusing on what type of audience its mainly for. As it states in the article "straddles the line between drama and black comedy, so it’s hard to classify, which audiences often find off-putting". It is understandable when releasing any film, especially indie, it would be helpful and easier if it was just distributed through freebies. Although, this does come with risks towards the audience's understanding of Birdman. This also puts off the connection and/or message viewers should gain from the film.
The campaigns were less concerned with the quality, in which who they were marketing to and where, and more invested in quantity making sure the movie was advertised everywhere/anywhere. In my opinion, its not the best idea to take the easy way out.
I feel like the way the film was publicized made it a bit confusing on what type of audience its mainly for. As it states in the article "straddles the line between drama and black comedy, so it’s hard to classify, which audiences often find off-putting". It is understandable when releasing any film, especially indie, it would be helpful and easier if it was just distributed through freebies. Although, this does come with risks towards the audience's understanding of Birdman. This also puts off the connection and/or message viewers should gain from the film.
The campaigns were less concerned with the quality, in which who they were marketing to and where, and more invested in quantity making sure the movie was advertised everywhere/anywhere. In my opinion, its not the best idea to take the easy way out.
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