The idea that marketing is more important than making a good film supports the hypodermic syringe theory which says audience members are passive and therefore believe everything they are told. Marketing is important in persuading people whether or not to watch a film. They won’t have their own opinion on the advertisement and automatically believe the film to be of high standard if the marketing is.
It also supports the ideas of Richard Dyer’s utopian solutions theory, which says audience member are looking for escapism from reality and a solution to their problems. Marketing by Disney is often very magical and appealing to see. This captivating advertising makes the film more desirable to watch, due to the promise of their problems disappearing, making marketing more important for the success of a film.
Two step flow theory also would support the statement, as their ideas involve media being passed down to an opinion leader, who interprets the film in the way they want, then pass their personal opinion onto a passive audience. Therefore the marketing must be good in order to please the opinion leader such as a reporter who is influencing the audiences’ decision whether to watch the film or not.
A theory which would disagree and say that a good film is more important than the marketing is the uses and gratifications theory, as its ideas involve audiences being active and having a choice in how to interpret the advertising they are shown. It believes they have the ability to recognize a good film without being influenced by marketing and will take other factors into account such as other opposing opinions.
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