The Surprising Truth Behind Things That Seem Identical But Aren’t
If the movie’s concept or storyline has a familiar ring to it, so the marketing theory goes, it’s more likely to connect with consumers. And if a consumer remembers some aspect of a movie’s ad campaign, the odds increase exponentially they will be motivated to get off their fanny, drive to the local Cineplex, and actually buy a movie ticket.
Think of the sport of stock car racing. A competitor can position themselves after the leader and benefit from reduced air resistance by taking advantage of the slipstream. Likewise if a studio can position a movie similar to a preexisting property — (e.g., movie, TV series, book, graphic novel), the movie can reduce the amount of ‘drag’ in the marketplace because consumers will already have some awareness of the title.
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