Originally Posted by ThePhantasm
As I've described, its all about continual presence and buildup. Spoiling the film is not required. Having posters and banners in theatres, creating some action-heavy trailers and spots, and some more promo pics would go a long way. These things should be staggered out over a long period of time to keep people talking and to give MOS a constant media presence on websites and whatnot. Again, film excitement is not a last minute thing, it is all about buildup, and this is something studios have understood for a long time.
I'm sure WB will produce a last-minute blitz and folks like J. Howlett will be happy with that. Okay, great. But it won't have the same effect that a huge buildup has. It will have the effect of "initial interest." Last minute saturation doesn't equate with long-term investment.
What you described is the problem with the industry right now. You use to get away with a poster or two and two trailers. Now, because of the nature of our society, you guys are asking for a constant stream of news and hype for a film. Do you know how much that adds to a film's bottom line and why a lot of these films don't make money theatrically then don't get sequels?
WB has spent 225 million on production costs for this film. Does it really need another 150 million in marketing as well?
WB would like to make some actual money off of the theatrical release, instead of waiting for home video, merchandising, TV rights, etc., etc.
Keeping the marketing costs down while also being effective is the best route for them. They can't do Green Lantern again. Not with Superman.
They have to walk a fine line. That's one of the reasons why those two trailers so far we edited and scored to MAXIMUM effect....so they won't have to go all out on the marketing for this film.