Post # 3 - Selling Hollywood

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The world of Hollywood as we know it nowadays little has in common with the original productions of movies in the beginning of the 20th century. In that early epoch, the main objective of movies was to create a new fresh piece of Art, while at present time Hollywood focuses on the box-office. The new concept of making movies introduced advertising as a very important factor. Because the main purpose is to sell the product (the movies) to the consumer (the audience) the best way possible. Therefore, a wide range of original advertising campaigns appeared obtaining record benefits.

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The history of advertising in movies started with posters, which initially were hand-made pictures and the title of the film. All over the years went like that until the TV appeared and producers used new revolutionary invention to introduce trailers and commercials. However, neither the newspaper nor the TV would have the impact that Internet did.

The fact is that nowadays the economic crisis worldwide doesn't allow to squander high amounts of money, and consequently production companies pay more attention to benefits instead of the quality of the film (In my opinion that's why lately they just invest cash in products derived from previous successful projects guaranteeing enough takings). As a consequence, so as to make sure that the movie won't be a failure, Internet, which is the perfect tool to contact with the whole world, became the new media to be exploited.

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The new idea intended was not to show information about about the product to the consumer, but to engage the audience with the movie by having them participating in the project. This concept produced online games and websites where anyone could discover new aspects of the movie which would create huge expectations. Besides, taking into account what The Independent published: "More than two-thirds of the world of the world population now visit a social-network or blog site weekly", it is not surprising that Hollywood would use them to promote their films by satisfying public's curiosities.

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And finally, the brand-new technique on advertising, apps and ads in smartphones. The enormous impact this new cellphones have had in society attract attention to advertiser, and quickly application based on movies were available. At present time ads are being developed for the smartphones, which is more, Apple has just released iAd, the first mobile advertisement platform.

However, many other techniques have been used so as to involved the audience in the movies. Among them we might find: viral marketing, chatroulette, facebook groups, special events for bloggers... Overall, the world of advertisement is in continuous evolution, and Hollywood proves it.