Marketing

Studio marketing departments specialize in movies that fall either into one genre and one targeted demographic or one genre and all demographics. Just think about a horror film like "Saw" or a comedy like "American Pie". They each have a clear genre and are targeted at one demographic. A film may become more successful than expected if it ends up appealing to more than the targeted demographic, like "The Hangover". Studio marketing departments like these movies because the marketing plans have a simple message and only has to find one type of audience. The other end of the spectrum is a movie that one genre aimed at all demographics, like "Avatar" which was an action film aimed at everyone. The trouble happens when audiences can't tell if a movie is a horror film or a drama. It muddles the marketing strategy and can end up attracting none of the intended demographics, instead of both of them.

This discussion of marketing is relevent to filmmakers when you are writing or selecting your screenplay because the end goal is always to get a big theatrical distribution. Sometimes, you may need to market or distribute a film yourself. Some film budgets even include a line item for marketing and distribution. In deciding how to spend this marketing and distribution funds, you will realize why you can't market your film to everybody and should focus on one demographic like college guys or children or dating couples.

Check QuickFilmBudget.com for a sample film budget.