Women Coming to the Forefront in Movie Marketing

Women Coming to the Forefront in Movie Marketing

Without question there is still much, much progress to be made when it comes to representation and inclusion on film. It’s great that so many of this year’s Sundance Film Festival award winners were women, but female characters in 2016 only accounted for 38% of on-screen speaking roles and too many studios are not making significant progress on improving that number this year. Both Fox and Paramount have no films by female directors on its release slate for the rest of this year, for instance.

Still…there are shafts of light appearing in the cracks formed by the recent shifts in conversation that hold men accountable for their terrible actions instead of rewarding them while blaming, shaming or dismissing the victims. Those signs of hope are coming from a few recent movie marketing efforts.

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Movie Marketing Is On the Cusp of Major Changes

Movie Marketing Is On the Cusp of Major Changes

As January 2018 winds down, the entertainment finds itself with a number of notable events happening.

First, nominations for this year’s Academy Awards were just released. As usual, there were notable omissions, including Wonder Woman being snubbed. Thankfully there were also some great inclusions such as both Jordan Peele (Get Out) and Greta Gerwig (Lady Bird) receiving directorial nominations.

Second, the Sundance Film Festival has finished up. This year’s Park City, UT gathering has been more low-key than it has been recently. While films are still being acquired, neither Netflix or Amazon Studios have been active buyers, reversing a trend from the last few years where they’ve outbid traditional specialty distributors for heavily-buzzed films.

Third, the Super Bowl is coming up quickly, traditionally a big platform where studios debut trailers for high-profile releases coming out in the next several months. We already know Universal and Paramount are going to be promoting some of their films. Marvel’s Black Panther will also be included in a spot that’s actually for Lexus.

That’s a lot of movie marketing-related activity right now. And it’s all taking place when there are some notable marketing and entertainment industry trends that will upend many long-held beliefs and tactics.

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2017’s Most Memorable Movie Campaigns – The Runners Up

2017’s Most Memorable Movie Campaigns – The Runners Up

In my latest Adweek column I once again recapped what I felt were some of the most memorable and innovative movie marketing campaigns of the past year. The problem with creating the list is that when I originally went through what I’d covered over the course of 2017 there were 23 films that made the cut. Removing any of them felt like I was losing something essential, something representative of what made 2017 such an interesting year for film marketing.

So, in true internet style, I’m 100% cheating. While that list is one I’m more or less happy with, I couldn’t *not* mention once again the others that wound up being removed for one reason or another. There are good reasons – which I debated for quite a while – as to why any of what’s below could have been included on my initial list and these are no less noteworthy, all doing something or achieving something that was pretty unique or at least worth mentioning.

With all that being said, here are the other 13 campaigns of 2017 that I felt were worth noting as part of a year where there’s still plenty of room for Hollywood to grow in terms of diversity and inclusion but which shows at least there’s some new thinking happening that promises hope for the future.

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