Get Out: Get Into The Marketing For This Movie

If you haven’t seen, “Get Out”, one of the most interesting movies in years you need to “Get Out” and go see it (get it? … “Get OUT”). The movie was released February 24, 2017 and has already made $150 million worldwide. This is an impressive accomplishment because it started with only a 4.5 million dollar budget. It also was one of only six films to ever receive a 99% from the review site Rotten Tomatoes.

On October 4, 2016 the trailer was released to the public and it was promoted as a horror film. It kind of popped out of nowhere and it took everyone by surprise. The trailer starts by showing Chris and Rose being nervous and preparing for a weekend getaway. However, viewers quickly realized that this wasn’t just a your typical “horror film”. This movie was built around race by showing the viewers what happened when a young white woman brought her black boyfriend to meet her family, and how scary and intimidating that could be.

The movie posters that were released to promote the movie still kept up with the theme that was used for the trailer, suspense. Posters are meant to create a sense of mystery for the public in order to get their interest in the movie. The poster was broken into sections that showed different pictures from the movie that would leave it up to the viewer figure out what the movie was about. Some pictures of the poster include the main character being introduced to his girlfriends all white family. Another showed Chris frightened with his eyes wide-open as if he saw something that he couldn’t believe. Most of the movie posters that were released also had the line “Just because you’re invited, doesn’t mean you’re welcome”.

There have been tons of movies built around the same premises like, the 1967 comedy-drama Guess Who’s Coming To Dinner or the 2005 comedy Guess Who. Both of those movies were about race with a comedy-drama premises to them but there has never been one built around horror.

Audience’s wondered how this movie would be different than the others, and after seeing it the first thing that audiences would say is that, its isn’t a horror movie at all. Universal Pictures did an amazing job at promoting the movie, they along with the director, Jordan Peele, used an unconventional move that would get people interested in seeing what the movie. They ultimately tricked the audience into thinking it would be something that it wasn’t. That was a good tactic to use to get people to purchase a ticket.

This might be a tactic that will be used for other movies, especially those whose premises might not be known by the trailer. As a viewer of this movie this is something that attracted me to want to see it. It made me appreciate the movie even more and pay attention to what the bigger message of the movie was.

Another interesting tactic that they used to market the movie was using art. If you went to the movies website there was an option that slowed you to see some artwork that created inspired by the movie. Some of the artwork was featured in a photo shoot with the director.

Overall, the elements of this movie campaign did exactly what the director and Universal wanted it to do, it drew in people to want to see the movie.

 

 

 

Galuppo, M. (2016, October 04). Jordan Peele’s Thriller ‘Get Out’ Gets Release Date, Trailer. Retrieved March 30, 2017, from http://www.hollywoodreporter.com/heat-vision/jordan-peeles-thriller-get-release-935086

Marich, R. (2017, March 22). ‘Get Out’ Marketing Tapped Into Relationship Between Racism and Horror. Retrieved March 30, 2017, from http://variety.com/2017/biz/news/jordan-peele-get-out-marketing-racism-horror-1202012833/

McNary, D. (2017, March 22). Jason Blum Revels in Micro-Budget Moviemaking for Horror Hits ‘Get Out,’ ‘Split’. Retrieved March 30, 2017, from http://variety.com/2017/film/news/jason-blum-horror-get-out-split-1202014499

 

Thilk, C. (2017, February 21). Movie Marketing Madness: Get Out. Retrieved March 30, 2017, from https://christhilk.com/2017/02/21/movie-marketing-madness-get-out/

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6 Responses to Get Out: Get Into The Marketing For This Movie

  1. labbasi says:

    I agree 100%! This movie did a great job in marketing with misdirection. It is getting a great deal of buzz about it. I thought it was a normal scary film but realized the great detail to the current events it infers. It reminds me of the marketing strategy of Blair Witch Project (the original) with the misdirection marketing. People thought those campers were truly missing but in fact actors in the end. This misdirection for “Get Out” is stronger. People are reacting to it positively and making people talk about the relevance to real life.

    • pfistere says:

      I haven’t seen the movie yet but 99% on Rotten Tomatoes is unheard of. It’s interesting that the marketing tactics positioned the film in this way in order to increase sales. However, it may not be the best tactic for those not interested in horror films. I personally am not a fan of scary movies, so I would actually be more attracted to this film given its cultural relevance. While the marketing strategy seemed to be successful in turning a profit, the producers may want to consider how to attract an audience that is turned off by horror films.

  2. jieqionh says:

    As both a big moviegoer and a person who wants to work in the movie marketing business, I feel so related to this post. As ‘one of only six films to ever receive a 99% from the review site Rotten Tomatoes’, it is definitely a movie worth watching. ‘Tricking the audience into thinking it would be something that it wasn’t’ is certainly an unconventional and risky move. Besides, channeling racism and horror is a pretty fresh premise.
    Significantly, it is a small budget ($4.5million) movie that has made more than 150 million dollars worldwide. The number 150 million actually reminds me of the big budget Sino-US co-production movie The Great Wall. As part of my final thesis research project, I have just interviewed some marketing person from Universal about the marketing strategy for The Great Wall. He shared with me that the goal was to make the movie as acceptable as possible to the US audience. On the one hand, by selling curiosity about the mystery behind the great wall, they tried to make audience want to know more about something is known around the world and as a part of Chinese culture. On the other hand, they told a standard global hero story. It is rather insightful to see how these two different movies were positioned differently so as to drive people into movie theatres.

  3. delacall says:

    Thank you for posting this. It is always great to know about good new movies since a vast majority of them are mediocre. The marketing process sounds refreshing. Because the many marketing movies are identical and have zero creativity. We are always bombarded with hyped, lengthy, and spoilered trailers, that lack innovation. Hope to see future marketing campaigns as this one.

  4. sunniexyy says:

    The marketing strategy of this movie is quite interesting by making the audience to think in a different way and showing them a reversal. As far as I am concerned, the quality and content of this movie are important for this strategy to have a good effect. If this movie disappointed the audience, they might get upset for this reversal. Therefore, the movie quality and this marketing strategy work well together so that the viewers can have nice responses.
    What’s more, adapting the art element and putting the artwork on its website not only improve the attraction of this movie but also can appeal to a larger group of viewers. These viewers might not be the target viewers of this movie at first, but the extended artwork can arouse their attention and maybe lead them to get more knowledge of this movie.

  5. Ashley Jiang says:

    “They ultimately tricked the audience into thinking it would be something that it wasn’t.” It is a brilliant movie marketing strategy that can be very insightful to film advertising and marketing. Before I went to the theater, I was tuned for my first horror film. The music did a fantastic job in setting the gloomy and uncanny mood, but finally, it turned out that they weren’t necessarily horrific subjects, but the concept itself is shocking and terrifying. It is a thought-provoking and deep movie on racism and white privileges and so much more. The movie went far beyond our expectations for “a horror film”, and this smart marketing move is very audacious but succeeds in bringing people into the theater. I think it’s a strategy that film advertisers can absolutely learn from.