In recent years, movies have been labeled as cultural events before they’re even released. We no longer have the option to be curious because we’re being told what to watch and how to feel about it. The constant promotion of trailers, influencer campaigns, brand deals and merchandise creates a fear of missing out (FOMO) for anyone who doesn’t consume every piece of content.
Hype culture has ruined the way we experience movies and has given studios a misleading impression of authenticity. Movies like “Barbie,” “Oppenheimer,” “Wicked
and “Marty Supreme” have all been strategically marketed ahead of their release, building a level of hype that audiences are expected to match. Based on box office numbers, this seems like a successful tactic, because who’s going to miss out on a cultural moment? You just need your limited edition AMC popcorn bucket to accompany you in the theaters.
When the marketing began for “Marty Supreme,” I was somewhat excited. I thought the movie seemed interesting and had potential like “Uncut Gems.” My excitement eventually faded as the movie’s online presence grew, every week there was another gimmick that failed to make me want to buy a ticket. The marketing was aggressive and over the top, from public appearances with people wearing oversized ping-pong balls on their heads to Timothée Chalamet standing on top of the Sphere in Las Vegas. All these stunts were designed to elevate the movie, but at the same time it never told me anything about the plot or message behind the movie. All I knew was that the color orange had some connection to the movie.
This feeling may be more common now, but people have been experiencing this for years. In 2016, there was an ongoing marketing fatigue with movies like “Suicide Squad,” — people said watching the movie felt like an obligation because they couldn’t escape the trailers and interviews. Critics at Little White Lies argued that there’s an unnecessary amount of pressure associated with hype marketing that “destroys the movie-going experience” and makes it harder for viewers to form their own opinion.
In 2023, “Barbenheimer” became known as a cultural phenomenon which was heavily fueled by memes and online discussion. This worked in favor of both Barbie and Oppenheimer, as people were more inclined to go see both movies in order to join the conversation. With “Wicked,” there was an opposite effect. There was a lot of content involved in the promotion of the movie which didn’t just focus on the actors. The signature green and pink colors were everywhere and overall the movie had 400 brand partnerships. This caused people to disengage and experience exhaustion, even after they saw the movie. Marketing fatigue goes beyond the average audience as the Universal Pictures’ chief marketing officer, Michael Moses, described the campaign as “just short of obnoxious.”
Many people within the industry have noticed movie marketing transitioning from being creative to overwhelmingly manufactured. Film critic, Bilge Ebiri, showed concern that the film industry no longer has “a product whose advertising people actually enjoyed being exposed to.” This reflects the misleading impression of authenticity that studios have, they assume audiences want hundreds of ways to engage with movies on social media rather than simply being informed.
The artistic value of a movie can get overshadowed by its marketing, and this issue will likely continue as long as money continues to reward these campaigns.
The opinions desk can be reached at opinions@ubspectrum.com
Photo: Courtesy of Sevda Abdavinejad
