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Saturday
Jan 31, 2009

Movie Marketing posted by Martin

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The New Yorker ran a great article by Tad Friend profiling Tim Palen, Lionsgate’s co-president of theatrical marketing.

While most artists find the idea of marketing reprehensible, there would be no films to market if they couldn’t occasionally sell them to the audience. Film marketing is no less sophisticated than the marketing of any other product. Starting, of course, with identifying who they are going to sell to.

Marketers segment the audience in a variety of ways, but the most common form of partition is the four quadrants: men under twenty-five; older men; women under twenty-five; older women. A studio rarely makes a film that it doesn’t expect will succeed with at least two quadrants, and a film’s budget is usually directly related to the number of quadrants it is anticipated to reach.

The list of qualities that each segment responds to looks for was really interesting as well.

The collective wisdom is that young males like explosions, blood, cars flying through the air, pratfalls, poop jokes, ‘you’re so gay’ banter, and sex — but not romance. Young women like friendship, pop music, fashion, sarcasm, sensitive boys who think with their hearts, and romance — but not sex.

What’s the segment of death? You might expect older women. You’d be wrong.

Particularly once they reach thirty, these women are the most “review-sensitive”: a chorus of critical praise for a movie aimed at older women can increase the opening weekend’s gross by five million dollars.

Nope. It’s the lazy older guys.

“Guys only get off their couches twice a year, to go to ‘Wild Hogs’ or ‘3:10 to Yuma,’” the marketing consultant Terry Press says. “If all you have is older males, it’s time to take a pill.”

Since I’m in that demographic, but obviously see more films than two a year, we know that these things are generalizations. But, cliché’s come from somewhere. I now know I’m more likely to respond to marketing of a film if it has Clint Eastwood in it.

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Spitball! is two guys collaborating to write about writing and collaboration. We're writing partners who have worked together since 2000, and placed in the top 100 in the last Project Greenlight for our script YELLOW.

Currently, we are both working on multiple screenplay, short story, and novel ideas independently and together, and collaborate on this blog.

What Spitball! used to be

Spitball! started as an attempt to collaborate on a screenplay online in real time. From January 2006 to July 2007 we worked on an interactive process to decide the story we were going to make. A full postmortem is coming, but you can find the find all the posts by looking in the category Original Version.

During this period, we affected the personalities of two of the most famous spitball pitchers from the early 20th Century. Look at our brief bios for more info about this, and so as not to be confused as to who is talking when.

We rebooted the franchise in early 2009 in its current form.


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Kent M. Beeson

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Kent M. Beeson (aka Urban Shockah) is a stay-at-home dad and stay-at-home writer, living in Seattle, WA with his wife, 2 year old daughter and an insane cat. In 2007, he was a contributor to the film blog ScreenGrab, where he presciently suggested Jackie Earle Haley to play Rorschach in the Watchmen movie, and in 2008, he wrote a film column for the comic-book site ComiXology called The Watchman. (He's a big fan of the book, if you couldn't tell.) In 2009, he gave up the thrill of freelance writing to focus on screenplays and novels, although he sometimes posts to his blog This Can't End Well, which a continuation of his first blog, he loved him some movies. He's a Pisces, and his favorite movie of all time is Jaws. Coincidence? I think not.

Martin McClellan

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Martin (aka Burley Grymz) is a designer and writer. He occasionally blogs at his beloved Hellbox, and keeps a longer ostensibly more interesting bio over here at his eponymous website. You can also find him on Twitter.