CRI 540 Lecture Notes - Lecture 3: My Big Fat Greek Wedding, Lady Gaga, Netflix
15 Nov 2016
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By smaller companies that do not have the resources for a wide release strategy. For smaller projects released by large companies, to save resources for other projects; wide release. Lr strategic focus is targeted rather than broad: bringing the right people to the project, rather than the most people to the product. A lr strategy, like smaller projects for major corps, acts as r&d and as a bullpen for potential hits. Was a smaller project marketed directly to greek audiences in the us with a targeted word of mouth campaign. Had a longer tail, eventually making million. But if it had tanked at the beginning, it would have sunk without a trace. Long term marketing strategy brought her from a fringe figure into a mainstream figure, as well as bringing fringe culture into the mainstream. Once the audience feels they own something, they are going to run with it, and do the work for you .
