The Hype Machine

Hey everyone, Flobo here!

Hey do you live underneath a rock? I’m sure you don’t. That’s why I can almost guarantee you that I know you know that the hotly anticipated film “The Avengers” is coming out in theaters this Friday.

Why does Robert Downey Jr. always take my roles?


Why is that? The answer is MARKETING of course. Every billboard, online banner ad, promotional tie in, and “viral video” that was actually created by the studio all gets attributed to marketing. When the marketing department of any studio has done its job, the name of the film and the release date should be engrained on the inside of your skull. On the other hand, when  a film underperforms at the box office, a lot of the times its the marketing department that gets a considerable share of the flak when it comes to finding out “What Went Wrong?” Marketing is super important to any industry, but it is especially crucial when it comes to media. Why, do you ask? Piracy. People on the fence of seeing a particular flick or reading a book could look for pirated copies, to hedge the “risk” of paying outright for it. When it comes to films, there are people who just “have” to see a movie on the big screen, but these types are going the way of the dodo bird. Thousands if not millions of people this year will read a pirated book, or watch a pirated film.

Compare this to industries that sell goods. The average Joe (folks like me or you) is less likely to purchase a car on the black market to save a couple of thousand dollars for example.


So you know the basics: Your marketing campaign for your works should cover 1)What’s your product about 2)Who’s it for and 3)Where can interested people pick up a copy if they are feeling the urge and 4) What’s in it for them.


Then you have to get creative on making sure your message reaches its intended party. You see, people become more and more savvy as the years go on so you are going to have to find new ways to break through. Three years ago, it was all about having a Facebook “Fan Page”. Five years ago? A MySpace site. Twelve Years ago? A website. Sixty years ago? A television ad, etc. Beyond that, it making sure you have the resources (usually financial) to try different things multiple times.

Why? Because the odds people are going to visit your “Like” page just because you build it is slim to none.  This is where I give you the mini pep talk and tell you not to be discouraged.

On my personal Facebook page for example I have over twelve hundred “friends”. How many have joined me on my professional/author page? A couple dozen. Is it frustrating? Yes, but it takes time, and the thing money can’t buy.


As for the “Avengers”, it’s not my cup of tea. But marketing “buzz” has been so good that I would probably end up seeing it. Not because I have a vested interest in checking the movie out (even though I really do like Iron Man) but rather for social reasons. I don’t want to be “left out” of discussions when people dissect the film later on.


It’s what got me to see “The Dark Knight”, a movie about my least-favorite superhero of all time. Come to think of it, that’s another film that had crazy marketing attached to it. Hmmmmm





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