Audience reception in marketing and publicity in Hollywood's contemporary cinema for tent-pole films from 2008-2012

• Main Author: Afandi, Haidar
• Other Authors: Wong Liang Chun Jaymz
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Social sciences::Mass media::Broadcasting::Motion pictures and films
• Online Access: http://hdl.handle.net/10356/48760
• Institution: Nanyang Technological University

Hollywood began investing heavily on films known as blockbusters or tent-pole films with big budgets, (no and) intensive marketing and publicity plans since the coming of Jaws in 1975, a film directed by Steven Spielberg. Since then, Hollywood never looked back to reap in the sows of profits to keep its film industry going. Today, despite the unpredictability of tent-pole films, the six major studios and film production organizations continue to monopolise the Hollywood film industry with blasting budgets that could shake the world’s economy and stock markets. I will be looking closely on the major tent-pole films that have impacted Hollywood with success or failure, and analyse their marketing and publicity strategies that have evolved within those periods from 2008 till 2012. The case studies are Avatar (2009), The Twilight Saga (2008-2012) and John Carter (2012).