Movies and Marketing

In the making of a film or movie, the screenwriters break down a script into beats, four- to seven-minute scenes. Those scenes consist of bits and pieces that inform the viewer of narrative devices, such as characterization, plot, and structure. The challenges are aplenty.  Those nuggets of the story require a firm understanding of dramatic tension. Less is most certainly more. You don’t want to give too much away, and you definitely don’t want to give the answers to any begged questions away either. That’s the fun of going to a movie.

But why am I sharing this information about movies to you? You want design help, right? Well, that’s the point. Marketing is like one big movie. You need to tell a story in the most polished way. Trim the unnecessary, and what you’re left with is a cake that viewers will travel far and wide to try again and again, to tell friends and family about.

Story Changes Perception

My favorite directors are unique in their approaches to storytelling. Some prefer scenes that speak with the actors and the dialogue alone. You’re watching a scene, and it’s edited only subtly. The conversation is drama enough. I think of such films as David Mamet’s Glen Gary Glen Ross or Terrence Malick’s Badlands. The characters are in control of the suspense and awe. Then, there are those that prefer the opposite, with action, edge, and edits happening every fraction of a second; style for the sake of style. Films like Quentin Tarantino’s Pulp Fiction or David Fincher’s The Game.

And, with marketing assignments, the project depends on the client’s perception of the end goal, the narrative, the story; that movie. Like a director, she may prefer the conversation. Or, like other directors, she might prefer style. It is your responsibility, like a screenwriter or movie maker to see the big picture. The style is important, certainly memorable, but it isn’t the whole of the movie.

Attention to Detail

Focus your attention on structure and scope. Like a screenwriter, you are required to break a project down into scenes. What priorities are first? Move through the minutiae; find the rhythm and flow. Then, once you’ve established the larger arcs of the story, the meat and potatoes of the assignment, you may fill in the style.

What I’m trying to say is attention to detail in the making of movies requires an inverted view. The smallest points that will be examined first is the structure, those beginning, middle, and end turning points from the story. Once you figure those out, the rest is easy to find.

Thank you for reading. Now, you have a better understanding of the basics from digital analytics. If you have any comments or questions, please drop a line below or contact me directly at:


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