When promoting films, the media landscape is no stranger to marketing. However, recent reactions to film marketing campaigns have become a popular topic of conversation.
“The Drama,” released earlier this year, received mixed reactions from audiences. Some moviegoers felt as though the marketing of the film neglected to reflect its traumatic or triggering subjects; however, other audience members said that would have spoiled the film.
With the star-studded cast of leads Robert Pattinson and Zendaya, “The Drama” was marketed specifically to Generation Z and millennial moviegoers on social media. Audiences believed the movie would be a romance but were surprised by its heavy content.
Variety reported that Gen Z is the generation with the highest rate of movie attendance, with 87% of Gen Z going to see a film in theaters in the last year.
Jarion Anderson, a senior majoring in real estate, said he liked the finesse of marketing campaigns for movies.
“Who wants to watch something when you already know what happens.” Anderson said. “Definitely preserve the plot points to avoid spoilers.”
However, there are some moviegoers who believe a certain amount of transparency for audiences is warranted.
Amira McCants, a junior majoring in psychology, said she recalls moments of disappointment when watching films that turned out to be different from how they were advertised.
“I think advertisements should give a warning when a movie contains traumatic or potentially triggering content, but they do not necessarily need to reveal the specific plot point,” McCants said. “This allows people to make a safe decision about whether they want to watch the movie without completely ruining the story.”
Max Shores, a journalism and creative media professor at the University, said visitors could be surprised by some things they see in movies.
“I would say that advertisements for movies certainly promote things that they think will bring viewers into the theater, but they don’t necessarily have to reveal everything that’s in the movie,” he said.
Shores said that while the MPA movie ratings go by age-related guidelines, they still act under the notion that age-appropriate audiences are still able to handle the content they are presented with.
“There are some warnings that are usually used in regard to movies. I would hope that the distributors of the film would inform their audiences of those various categories that are commonly used,” Shores said. “I hope that people would make good ethical decisions and would allow their viewers to have advanced knowledge if there’s something really shocking going on in the film.”
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