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Marketing to the middle

Bailey Lauerman's Erica Lee on Marketing Movies to the Middle


In any given year, you’ll see theaters teeming with formulaic movies that Hollywood wisdom has decreed will undoubtedly drive huge profits at the box office. From star-powered tentpoles to franchises and reboots, there are tried-and-true formulas conventional wisdom says are ‘guaranteed’ successes.

Just halfway through 2017, all top five domestic grosses fit into one or more of those categories: Beauty and the Beast (reboot), Guardians of the Galaxy Vol 2 (sequel), Wonder Woman (reboot), Logan (franchise) and The Fate of the Furious (franchise).

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