Do you understand what I am telling you?
People who work in movie marketing are basically fish: When they see something shiny, they're going to try to bite it, even if it obviously has a hook hanging out its butthole.
Studios Are Obsessed With Opening Weekend (Which Doesn't Matter)
On par with the industry's weird obsession with marketing tracking is their neurotic, kinky, and deeply co-dependent relationship with the opening weekend. See, despite the fact that opening weekend is all you hear about in regard to a movie's success, and though it's what all the studios focus on, it's actually meaningless when it comes to how much money a movie can make.
See, movie studios are owned by huge corporations, and the profits from those movies -- even the biggest hits in the world -- are tiny. What is valuable is the prestige. Rich people in their towers made out of platinum-coated human bones just love being part of "Top 50" lists. You know, every magazine's got the 10 most beautiful, the 10 richest. The prestige is good for the company's image, and in some ways more valuable than the movie's success.
Gotta get that coveted "waiting in line at the grocery store" demo.
So what that naturally means is word-of-mouth (also known as people actually liking the movie, caring about it, and wanting to talk about it) has become almost valueless, because word-of-mouth doesn't affect the opening weekend. TV ads, on the other hand, are super valuable. Basically, it's freaking Backwards Town, suburb of Bonkersville. In the Republic of Batshitopia.