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How le Carré Flick Devised Its Plan
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A movie marketing and distribution strategy developed by Focus Features -using the idea of a platform release-for a specialty film, based on a spy novel by Le Carre called "Tinker, Tailor, Soldier, Spy." The idea behind it was to keep costs for marketing and advertising down by targeting groups that would like to see the film. This was done by opening on just 4 screens and obtaining information about the demographics and the groups attending. The next step was to expand this to just 55 screens because most of the theatres were booked with large budget movies like "The Iron Lady" and "The Descendents." The target was set at 800 theatres and Focus Features CEO, James Schamus, decided to wait a few weeks before making the move up to 800 screens.
Marketing and distribution strategies for movies targeted at certain groups
01/11/2012
Strategies of Focus Features, a division of Comcast Corporation, that reduces large advertising campaign costs and uses word of mouth and smaller ad spending to reach carefully targeted groups. The strategy was used for a Le Carre mystery movie- Sailor, Tinker
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How le Carré Flick Devised Its Plan
Wall Street Journal 01/11/2012
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