When it comes to marketing big-budget blockbusters, awareness and anticipation can often be two very different things. Just because you know a big-budget movie is coming out due to the onslaught of promotional materials across all forms of media, it doesn't mean that you actually want to see it.
Take last year's King Arthur: Legend of the Sword, for example: Warner Bros. spent well over $100m marketing the hell out of the project to make sure everybody was well aware it was coming to theaters, but nobody really cared. As a result, the movie bombed hard and resulted in a huge loss for the studio.
In the last twelve months alone, there have been five movies that made more in their domestic opening weekends than King Arthur managed during its entire global theatrical run; Beauty and the Beast, Star Wars: The Last Jedi, Black Panther, Avengers: Infinity War and The Incredibles 2.
The major difference? Those projects came surrounded with huge levels of positive buzz, anticipation and audience goodwill as the latest installments in universally-popular brands. Hype is key, and the difference between churning out big-budget movies just for the sake of it and carefully constructing a marketing strategy that reaches fever pitch before opening day can often be the deciding factor between success or failure.
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