Part 1 – The Story of Brüno
With the rise of social media, there has been a dramatic shift in audience behavior and how they gather information and choose which movies to attend. This shift has had a dramatic effect on how we measure a movie’s success (or failure) at the box office, and in the ethos of culture. In the past, opening weekend numbers indicated a film’s success – a testament to the marketing campaign and the studios wisdom in choosing a successful story. Today, social media provides a means for the audience’s voice to grow louder than that of the marketing campaign. Which makes it extremely challenging (if at all possible) to sell a bad movie to the masses.
When did this change? Back in 2009, we saw the shift when Universal’s Brüno hit the marketplace. Let’s break it down and see what happened and what it means for releasing films today. Continue reading