“Coming Soon” Redefined
2015: Welcome back dinosaurs and the epic battle of good vs. evil.
Reflecting on last week’s treasure trove (however small) of movie trailers slated for mid-late 2015 release dates, it’s clear that audience engagement and connectivity is here to stay for the foreseeable future. Jurassic World and Stars Wars: The Force Awakens are already two of the must-see movies of next year. Not this year, but next year. In fact, the soonest one of the aforementioned films will be released is in seven months.
Why mention this marketing strategy now?
Because movie studios and directors are continuing to forge relationships with their fans during the speculation phase of their projects right through the development of the plot, filming in the various settings/locations and character leaks and special social media reveals several months and even a year before its theatrical premiere (ie – Interstellar’s first teaser was last November). And let’s not forget about the DC Comics Universe announcing that seemingly endless list of future superhero movies that give fans years upon years of movies to look forward to. Marvel also does its part as well in this department. This modern, evolving dynamic in the film industry is fascinating because it connects movie makers with its fans on a surprisingly constant basis. Some in Hollywood, understanding the incredible interest in amazingly sublime and complex stories with popular actors, actresses, writers, producers and directors, have created an investment in cinema.
Are the days of going to see a movie as a spontaneous weekend fling going away?
No. However, for the most ambitious and popular movies/stories (live action and animated), the trend is moving towards more involvement/persistent awareness between movie producer and fan. This can be viewed as good because the interest and connection is voluntary and exciting to its willing participants (sans spoilers). But this can also be viewed as bad because of intrigue fatigue. We live in a minute-to-minute and even second-to-second world. Few secrets are held for very long these days. Eventually, widespread speculation or new information will be released to the public. With that in mind, how many seconds and/or minutes are in seven months? One year?
While the movie going experience is becoming, well, more of an experience, it does work. Interstellar was undeniably worth the wait (I saw it twice in IMAX), as was The Dark Knight Rises and Man of Steel, serving as just a few examples. It’s likely that Jurassic World and Star Wars: The Force Awakens will be as well. It should be noted that the films that are promoted with such surreal longevity are films that reward its dedicated fans with an unforgettably rich movie experience.
In the age of information, driven through the lightning fast digital medium, the questions are whether this epic marketing strategy of teaser trailers and perfectly placed clues/special reveals can continue to sustain and produce epic results without the eventual exhaustion of an epic journey before making it the theater? Is too much being revealed in the trailers?
For now, I’m entranced by the new lightsaber, in awe and suspense of a genetically modified dinosaur (and story 22 years in the making) and delightfully eager to witness James Bond’s 24th cinematic adventure in a finely tailored suit.
2015 is setting up to be legen-wait for it…
Posted on December 2, 2014, in Uncategorized and tagged anticipation, entertainment, epic movies, excitement, foreseeable future, Hollywood, Jurassic World, marketing, movie experience, movie trailers, popular culture, Star Wars: The Force Awakens, strategy, Superheroes. Bookmark the permalink. Leave a comment.