Internet Marketing, SEO and Hollywood
In this article we will examine some of the ways in which the marketing group behind the film ‘Knight and Day’ could have reached an even wider audience through the use of Search Engine Marketing.
Tom Cruise and Cameron Diaz are without question two of the
worlds biggest box office draws.They have massive studio support in an age where
studio productions are slowing down,and they continue to demand among the
highest salaries in all of Hollywood.While the quality of the film is certainly
something that can be debated,the advertising support did seem to be in place.All
of the standard points of contact including,television,radio and print were
addressed.The stars made themselves available for interviews and could be seen
flashing warm smiles to the relentless paparazzi in the tabloids.With two of
the worlds biggest mega-stars and seemingly all of their marketing bases
covered,the movie seemed poised to make the studio a tidy profit.Despite this
financial and professional support and backing,their movie Knight and Day had a
miserable opening weekend at the box office and is now quickly falling off the
charts.In this article we will examine some of the ways in which the marketing
group behind the film Knight and Day could have reached an even wider audience
through the use of Internet Marketing in general,and Search Engine Marketing in
particular.In examining the relative failure of this film,some marketing
experts look to the less than perfect execution of the traditional marketing
efforts. Many believe that not enough distinction was used in defining the movie.For
example,the poster for the movie shows two white silhouettes under the words
Knight and Day and the last names of the stars.Considering the fact that these
stars have some of the most recognizable faces on the planet,it seems a curious
and less than ideal choice to reduce them to white silhouettes.The gossip
behind this poster hints that neither actor could agree upon a picture they
thought was good enough for the poster,but this seems incredibly unlikely for
these photogenic stars.This flub shows that merely covering all bases does not
mean they have been effectively addressed.Many people rejected the film based
on the trailer,which showed a movie trapped in several genres that did not
appear to be executing any particular one with any particular grace or efficacy.Obviously
a bad poster,muddled trailer and the fading star of Tom Cruise were not helping
this film,but there are some other,significant issues that can be addressed,mainly
the under utilization of the internet as a marketing tool.In entering the
search term Cameron Diaz into Google on the week of the films release,some
interesting bits of information begin to reveal themselves.First off,there were
not any pay-Per-Click advertisements for the movie.This is a very strange
finding,especially considering that a search for the other major releases of
the time resulted in obvious evidence of Online Marketing efforts,including a
full load of PPC ads pushing everything from film trailers to merchandise.As
far as the search results are concerned,they do of course turn up Camerons bio,Wikipedia
page,pages covering recent gossip about her having a possible connection with
baseball player Alex Rodriguez,and even a bad review of the film,but nothing
for the movie itself. Even Bing,a search engine which could conceivably be
targeted by the marketing team behind the film to reach those less than
mainstream users,yielded a similar lack of results.Across each search engine,looking
up Tom Cruise fairs no better than Ms.Diaz.A quick YouTube search for Tom
Cruises name does not return a trailer for the new film,interviews promoting it,or
any sort of ancillary tie-in.Instead,it returns results showing Cruise
espousing on scientology,a reviewer giving bad review of the new film,and clips
showing Cruise appearances on various talk shows over the years,but nothing
from the studio advertising the movie.In the second and final part of this
article,we will examine more of what went wrong with the marketing of Knight
and Day,and cover some ways in which these mistakes can be remedied in the
future.
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