If you’ve followed the film industry for almost any length of time, you’ve likely experienced the hype that some movies create. Some films are simply destined for greatness. From star power to directorial clout, there are many reasons why some movies capture public attention while others are released with relatively small fanfare. In this article, we’ll explore the main factors that determine pre-release hype, and how recent films have successfully created buzz before they made it to cinemas.
Genre
Some genres of film historically perform better than others. Superhero movies, action movies, and horror films are all examples of this. Ideally, the chosen genre takes advantage of trends, be they current or historical, and feels unique but somewhat familiar to audiences. Horror films with innovative scares but traditional settings, for example, are both fresh and comfortable for fans of the genre.
Other genres of film are capable of creating pre-release hype, of course, but some genres are simply more effective at it than others.
Marketing strategy
One of the first factors to consider is marketing strategy. Films with innovative and effective strategies are typically also the most effective at capturing public attention. Note that this doesn’t necessarily mean a big marketing budget. Social media can be an incredible marketing tool when used correctly, for example, and it doesn’t have to cost an exorbitant amount of money. The most important thing to remember with marketing strategy is that you’re creating a campaign that must resonate with the film’s audience — don’t create something tone-deaf to current news or events.
Once a film’s universe and characters have gained traction outside of the cinema, the film can become something of a brand and be seen almost anywhere. The most iconic films out there are, of course, those that are more than just that and have become media franchises — branching out into various other digital mediums such as video games and apps, and selling all kinds of merchandise, including t-shirts, mugs, calendars, and even breakfast cereals. Game developers are constantly using the exclusive themes of major titles as inspiration to create games that appeal to new audiences and stand out among hundreds of others in app and console stores, and browser-based game sites.
Casting
Casting is perhaps the most important factor contributing to pre-release hype. Who is acting in the film and how long have they been in the industry? Do they already have many fans interested in staying current with their work? These are questions that must be answered before casting. Films with well-known names in the industry that are also well respected are much more likely to create buzz than those without them. With that said, it is possible to achieve pre-release hype with lesser-known casts, as long as the actors can interact with the public and build a positive image of the film in the media.
Films with the right cast are undeniably more likely to be highly anticipated, especially when they are highlighted by strategic marketing.
Reviews
Pre-release reviews are an incredibly powerful tool when generating interest. Respected names in the industry can make or break a film’s release, and their words carry quite a bit of gravitas among avid filmgoers. One wants as much good publicity as possible in this regard. Leverage reviews and word-of-mouth marketing as much as possible when marketing a film.
While good reviews don’t guarantee pre-release hype, they can certainly make the prospect much more attainable.
Examples of films with pre-release hype
Now that we’ve explored some of the factors that influence public interest in film, let’s look at some recent examples.
No Time to Die (2021)
One of the clearest examples of star power and genre dictating success is No Time to Die, another instalment in the long-running and successful James Bond series. The film marked the end of Daniel Craig’s performance as the man of the hour and served as a goodbye to one of the most beloved Bonds in the history of the franchise. Thanks to both star power and the action genre, No Time to Die was especially effective at catching public interest well before release. The legacy of the franchise and its legion of fans helped, of course.
Dunkirk (2017)
Dunkirk was a highly anticipated film for a few different reasons. While unusual, the star power fuelling the film’s success largely came from the director himself, Christopher Nolan. Thanks to his history of incredible movies, Nolan’s involvement was enough to spark interest. Early reviews of the film emphasised the movie’s use of sound design and IMAX cameras, too, calling them innovative and ground-breaking. Naturally, the public flocked to theatres to experience it all first-hand.
As you can see, there are many paths to generating pre-release hype. From leading ladies to superb settings and great genres, there are all sorts of factors that influence a film’s buzz.
