In the given statement, Peter Bogdanovich discusses a pivotal moment in film marketing with the release of "Jaws." He highlights that the movie broke new ground by being marketed much like an exploitation picture—films known for aggressive and often low-budget promotional tactics. This strategy allowed the filmmakers to maximize their profits significantly because they could reduce advertising costs dramatically compared to traditional methods.
The quote underscores a shift in how blockbusters were marketed and perceived, challenging conventional wisdom about film promotion. Prior to "Jaws," major studio films typically required substantial marketing budgets, including pricey advertisements in prestigious publications like The New York Times. Bogdanovich points out that the success of "Jaws" stemmed from its unconventional approach, which not only saved money but also ensured wider distribution and a broader audience reach. This innovative strategy demonstrated the potential of more aggressive marketing techniques to catapult films into mainstream popularity.
Peter Bogdanovich is an American film director, actor, screenwriter, producer, and author known for his work in Hollywood during the 1960s and 1970s. A significant figure in cinema history, he has been recognized both as a filmmaker and critic, contributing to discussions on classic and contemporary films. His insights into the industry, such as the quote provided, offer valuable perspectives on how marketing strategies can influence film success and cultural impact.
