ABSTRACT
Filmmakers' primary audience is their target audience. Filmmakers' secondary audience is an equally important subset as it indicates a very possible additional group of moviegoers who could be drawn to see their film. They may need a little more convincing, but they should be inclined to buy a ticket if they are delivered the right marketing message. Movie marketers understand that each genre offers its own particular hooks and challenges. Marketing will also want an idea that promises to be funny for the entire movie, rather than just a one-off joke. The primary job of the horror marketing campaign is to promise a truly frightening and fun experience. Marketing must show that the movie will feature complex characters that audiences will care about and that the story will engage them and affect them deeply. Marketing will be hoping for strong press screenings and great quotes from critics that they can use in marketing materials.
