The Hilarious Missteps of Movie Promotions: A Case Study on How It Went Wrong and How It Could Have Been Better

Movie promotions are critical in the world of entertainment. A successful promotional campaign can generate significant buzz, drive massive box office sales, and ensure a film’s place in pop culture history. However, not all movie promotions hit the mark. Some fall flat, and others become notorious for their blunders. This article delves into a recent example of a movie promotion that went hilariously wrong and provides an analysis of how it could have been executed more effectively.

Case Study: The Marketing Misadventure of Cats (2019)

The 2019 film adaptation of the beloved Broadway musical Cats is a prime example of a movie promotion gone awry. Directed by Tom Hooper and featuring a star-studded cast including Taylor Swift, Idris Elba, and Judi Dench, Cats was anticipated to be a major hit. However, its marketing campaign turned into a cautionary tale.

The Uncanny Valley Effect

What Went Wrong: One of the most significant issues with promoting Cats was the character design. The first trailer, released in July 2019, introduced audiences to a disturbing blend of human and feline features created through CGI. The result was characters that resided squarely in the “uncanny valley”—too realistic to be cartoonish yet too bizarre to be human. This unsettling visual style became the focal point of audience reactions, overshadowing any positive aspects of the film.

Public Reaction: The trailer was met with widespread mockery and confusion. Social media exploded with memes and jokes about the characters’ bizarre appearance. Hashtags like #CreepyCats and #CatsMovie trended for all the wrong reasons. The promotional material became an internet joke, leading potential viewers to see the movie as a comedy rather than the dramatic musical it intended to be.

How It Could Have Been Better: To avoid this reaction, the marketing team should have conducted extensive focus group testing with the CGI designs before finalizing them. Understanding the audience’s visual preferences and aversions could have informed a less controversial and more appealing design choice. Additionally, releasing teaser images or concept art before the full trailer might have helped gauge public opinion and make necessary adjustments.

Confusing Target Audience

What Went Wrong: Cats failed to clearly identify and cater to its target audience. The musical has a loyal fan base among theatre enthusiasts, but the film’s marketing seemed to aim broadly without focusing on this core group. The promotional efforts included flashy dance numbers and pop culture references, which alienated both the musical’s older fans and younger audiences unfamiliar with its legacy.

Public Reaction: The marketing campaign’s mixed messaging led to confusion about the film’s purpose. Was it a faithful adaptation of a classic musical or a modern reimagining meant to attract a younger crowd? This lack of clear positioning diluted the film’s appeal and turned off potential viewers.

How It Could Have Been Better: A more targeted marketing strategy would have helped. Focusing on the musical’s original fan base through specialized content, such as behind-the-scenes looks at the choreography and interviews with original Broadway cast members, could have built excitement among theatregoers. Simultaneously, appealing to new audiences through partnerships with influencers and platforms popular with younger demographics might have effectively expanded its reach.

Timing and Execution

What Went Wrong: The timing of the Cats release was also problematic. It was scheduled to debut around the same time as Star Wars: The Rise of Skywalker, one of the most anticipated films of the decade. Competing with such a massive franchise for attention and box office revenue was a strategic error.

Public Reaction: As expected, Cats was overshadowed by Star Wars. The limited marketing budget was stretched thin, trying to compete with a behemoth, resulting in lower visibility and less impact. The movie was quickly forgotten amid the buzz for The Rise of Skywalker.

How It Could Have Been Better: Scheduling the release during a less competitive time would have allowed Cats to shine on its own. Additionally, a staggered release strategy, starting with limited releases in key markets to build word-of-mouth before a wider rollout, could have generated positive buzz and sustained interest.

Learning from the Mistakes: A Blueprint for Better Movie Promotions

Examining the missteps of the Cats‘ promotional campaign provides valuable insights into how such a situation can be avoided in the future. Here’s a blueprint for more effective movie promotions:

Audience Research and Testing

Understanding the target audience is paramount. Conduct thorough research to identify the preferences, interests, and potential objections of the intended viewers. Use focus groups and test screenings to gather feedback on key elements such as character design, tone, and messaging.

Example: The marketing team for Spider-Man: Into the Spider-Verse (2018) conducted extensive audience research to understand the visual style that would resonate with both comic book fans and general audiences. This research informed the unique and highly praised animation style that became a hallmark of the film.

Clear and Consistent Messaging

Establish a clear brand identity and consistent messaging throughout the promotional campaign. Ensure that all marketing materials, from trailers to social media posts, reflect the same tone and positioning.

Example: The promotional campaign for Joker (2019) maintained a consistent dark and gritty tone across all platforms, clearly positioning it as a psychological thriller rather than a typical comic book movie. This clarity helped manage audience expectations and build anticipation.

Strategic Timing and Placement

Choose a release date that maximizes visibility and minimizes competition with other major releases. Align the promotional efforts to create sustained interest leading up to and following the release.

Example: Get Out (2017) was strategically released in February, a time typically less crowded with major blockbusters. This allowed the film to dominate the conversation and enjoy a longer period of box office success.

Leveraging Digital and Social Media

Utilize digital platforms and social media to engage with potential viewers directly. Create interactive and shareable content that encourages audience participation and generates organic buzz.

Example: The marketing campaign for Deadpool (2016) leveraged social media with humorous and irreverent content that matched the film’s tone. This approach not only engaged fans but also went viral, significantly boosting the film’s visibility.

Partnering with Influencers and Communities

Collaborate with influencers, bloggers, and fan communities to amplify promotional efforts. These partnerships can provide authentic endorsements and effectively reach niche audiences.

Example: Black Panther (2018) partnered with influencers and community organizations to promote the film’s cultural significance. This strategy not only built hype but also fostered a sense of community and pride among viewers.

All of that to say…

The marketing missteps of Cats (2019) serve as a humorous yet instructive example of how movie promotions can go wrong. The campaign encountered multiple pitfalls, From the uncanny valley effect to confusing target audiences and poor timing. By learning from these mistakes and adopting a more audience-focused, consistent, and strategic approach, future movie promotions can avoid similar fates and achieve greater success.

Effective movie promotion requires a deep understanding of the audience, clear messaging, strategic planning, and creative engagement. By embracing these principles, film marketers can craft campaigns that not only attract viewers but also leave a lasting positive impression, ensuring that their movies are remembered for all the right reasons.