Monday 28 March 2011
Friday 18 March 2011
Marketing and Exchange-The Rise of the Geek
Traditional marketing is collapsing – not merely because of costs, but because commercial activity is distrusted. Viral buzz, on the other hand, feeds specific tastes by being more precise, and because it caters to the growing hunger for participation – the "demand this" mentality where people power can change multiplex managers' minds about what they screen. The more homemade the advance word on your film, cooked up by the audience itself for no money, the better.
So what are the consequences? No doubt the chasm will deepen between mass entertainment film-making and the rest. Blockbuster output will likely retreat further into sequel-dominated attempts at repeat successes. And professional analysis will wither, while online sites will either cater for increasingly niche fields or focus further on celebrity and trivia. As Thompson says, even the trade papers are now covering rumours, "talks" that a star may be up for a role, rather than copper-bottomed confirmation.
http://www.guardian.co.uk/film/2011/mar/17/sxsw-film-geek-domination-harry-knowles
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