108: Aggressive Marketing in the Film Industry: Exploring Over Branding, Celebrity Controversies, and the Influence of Word-of-Mouth

By: Rachael Seda
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In this episode of The Corporate Dropout, Mix+Shine’s D’Asia Lasala and Hannah sit down with Rachael to dissect recent marketing strategies they have observed in the film industry. They discuss the concept of over branding and over marketing as it pertains to recent movie releases including Greta Gerwig’s Barbie. They also explore the potential pressures that lead to the implementation of these tactics as well as the influence of social media on movie performance and perception:

In today’s episode you’ll learn:

  • Aggressive marketing tactics, over branding, and over marketing  in the film industry.
  • Underlying motives behind these marketing tactics, including the pressure to cover large costs and the rise of streaming platforms.
  • Success stories of minimal marketing movies like Saltburn and Oppenheimer
  • Unconventional promotion strategies and the power of word-of-mouth.
  • Celebrity PR fails and controversies in the film industry and the effect on movie performance.




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