Strategically Communicating

This weekend, I did something that I very rarely do. I went to the movies. Going to a movie theater, buying a $9 dollar ticket, and battling opening day crowds has become inferior to Netflix in the comfort of my bed, but this weekend I decided it was time to see a movie in the public sphere. I saw “Bridesmaids,” starring Kristin Wiig, Maya Rudolph and a slew of comedic characters, and I must admit, I was very pleasantly surprised! Not only was there witty banter and girl humor, the movie’s branding was unparalleled. The slogan on the poster reads “Chick Flicks Don’t Have To Suck!” and it is marketed as the female version of “The Hangover.” I found this particularly interesting because I was able to see the way the movie was targeting men as well as women. By denouncing it as a stereotypical chick flick, the movie makes a commentary on women’s role in Hollywood and the stigmas attached to female comedians. One article even suggests that seeing “Bridesmaids” is a social responsibility because it addresses the oppression women have been exposed to in the entertainment industry. Another online blog analyzes the different ways that the movie was marketed in order to capture a larger male audience.

In the grand scheme of things I think that I am learning to appreciate the ways that communicators strategically formulate their messages before launching them into the public domain. Producers knew that this movie needed to tap into several audience demographics in order to be a competitor in the box office, and as a result, the movie was branded as a “movie for everyone.” As a result, the film debuted at 2nd in the box office and brought in $24.4 million on the fist weekend. Do you think this success could have been attained if the movie had just targeted a large female demographic? What do you think worked for this branding? Here is a preview of the film to help you decide.