chapter  15
Distribution For Horror Films
Pages 30

Some indie companies have made a business out of releasing strikingly similar movies that resemble major Hollywood tentpoles in an attempt to piggyback on the marketing of major studios and confuse the moviegoers into renting or buying the wrong film. This is what is known as a market confusion strategy. I think any attempt to mislead the consumer is irresponsible, but it’s one reason you see a lot of B-grade knockoffs in the marketplace.