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Message: <blockquote data-quote="Abstruse" data-source="post: 9363440" data-attributes="member: 6669048">Pretty much. While its influence has dropped over the decades, for the longest time film marketing was the only consumer industry where it was consistently proven that spending on advertising directly correlated to increased sales. Like Coca-Cola can spend all the money on ads it wants but pretty much everyone who drinks sodas already knows the product exists, so any advertising isn't going to help. Everybody looking to buy a new car knows that Ford is an option and nothing that can be put into a 30 second commercial is going to sway them for getting a Ford over any other brand. Film, however, needs to build that brand recognition from scratch immediately. It has changed over the years ("Star Wars" and "Marvel" are having the same issues because people know they exist already so marketing doesn't do a whole lot as people generally know if they want to see the new one or not), but the more that's spent on advertising for a film going back to the 1980s directly translated to higher opening box office weekends.The other big change besides reliance on franchises to carry brand recognition is social media. Marketing was more influential because word of mouth only kicked in on the second weekend - People saw the movie on the weekend, got into work on Monday and told their colleagues whether it was good or not, and then they went to go see it or decided against seeing it the following weekend. Now, however, everyone's posting their opinions 5 minutes after the Friday matinee. So if a movie sucks, it doesn't matter how good the marketing is because people will know before they've bought a ticket to find out for themselves.Also, studios just can NOT figure out how social media works. The biggest example was the meme for Morbius with "It's morbin time!" Sony executives saw how much that was trending and couldn't understand that people were making fun of the movie, so pushed for a second full release several weeks after it opened. And they lost a LOT of money doing it.</blockquote>

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