{"id":48027,"date":"2016-07-08T15:47:03","date_gmt":"2016-07-08T12:47:03","guid":{"rendered":"https:\/\/ngradio.gr\/en\/?p=48027"},"modified":"2016-07-09T15:55:59","modified_gmt":"2016-07-09T12:55:59","slug":"ghostbusters-marketing-challenges-how-sony-is-selling-all-female-reboot","status":"publish","type":"post","link":"https:\/\/ngradio.gr\/en\/news-el\/entertainment\/ghostbusters-marketing-challenges-how-sony-is-selling-all-female-reboot\/","title":{"rendered":"\u2018Ghostbusters\u2019 Marketing Challenges: How Sony Is Selling All-Female Reboot"},"content":{"rendered":"

In a summer where studio tentpoles have been underperforming at the box office, Sony Pictures is facing hurdles with how to sell its female-driven reboot of \u201cGhostbusters<\/a>\u201d to the masses.<\/p>\n

The studio is trying to build up excitement for the picture by fanning nostalgia from the original 1984 classic. At the same time, the advertising campaign has downplayed the novelty of a summer action blockbuster anchored by women, in the hopes that a large percentage of tickets are sold to men, according to sources with knowledge of internal discussions.<\/p>\n

A conceit that was once cheered in the blogosophere, the project \u2014 which stars Melissa McCarthy<\/a>and Kristen Wiig<\/a>, as well as beloved \u201cSNL\u201d players\u00a0Kate McKinnon and Leslie Jones \u2014 has more recently been tainted with questionable buzz. Part of that has come from the studio\u2019s decision to delay press screenings of the movie, which opens on July 15, until last night. And unfortunately, much of the chatter about the reboot has been eclipsed by backlash from fan boys<\/a> griping about women taking over the roles originated by Dan Aykroyd, Bill Murray and Rick Moranis.<\/p>\n

Sony declined to comment for this story.<\/p>\n

Early tracking indicates that \u201cGhostbusters\u201d could open in the $40 million range domestically, making it\u00a0the biggest debut for a live-action comedy since last year\u2019s \u201cPitch Perfect 2.\u201d But the Sony movie\u2019s sizable budget \u2014 a studio source says the figure is $144 million after rebates, while another source puts the before-rebate number at around $180 million \u2014 means that it will need strong multiples to turn a profit. Director Paul Feig<\/a> and McCarthy\u2019s three previous summer collaborations (2011\u2019s \u201cBridesmaids,\u201d 2013\u2019s \u201cThe Heat\u201d and 2015\u2019s \u201cSpy\u201d) had staying power at the multiplex beyond their opening weekends, but they were carried by stellar reviews<\/a>. On the other hand, the reviews for \u201cGhostbusters\u201d could be more mixed.<\/p>\n

The movie will also need to perform well overseas, where audiences might not be as familiar with the \u201cGhostbusters\u201d brand. The 1984 original film has grossed a staggering $295 million in theaters, but only $53 million came from foreign territories.<\/p>\n

In a meeting with vendors six weeks ago, executives at the studio seemed concerned that \u201cGhostbusters\u201d wouldn\u2019t sell enough tickets. According to a source in attendance at one meeting, a studio employee even floated the idea of marketing \u201cGhostbusters\u201d \u2014 an action comedy \u2014 as a horror movie. That suggestion was promptly shot down by a senior-ranking Sony executive.<\/p>\n

The posters and billboards have tried to maximize the excitement of the \u201cGhostbusters\u201d world to a new generation. Sources say that director Feig has been disappointed by the reactions to early trailers, which don\u2019t seem to have enough zingers. The director had criticized Universal for the first trailer of \u201cBridesmaids,\u201d but the studio corrected with funnier spots for the 2011 comedy, which went on to gross $288 million worldwide.<\/p>\n

The campaign behind \u201cGhostbusters\u201d hasn\u2019t been as clear. Last December, Sony released a series ofblack-and-white posters<\/a> to kick off the movie\u2019s launch. Weirdly enough, these prints featured partial chin shots of the new female ensemble along with their weapons. These promos, which were meant to create a sense of mystery about the new movie, actually made it hard to figure out the identity of the Ghostbusters \u2014 you couldn\u2019t even see McCarthy\u2019s hair or eyes in them.<\/p>\n

Then there have been the odd tie-in advertising campaigns, which feature men instead of women and appear as if they\u2019re promoting a completely different movie. A spot from Papa John\u2019s pizza features owner John H. Schnatter wearing the Ghostbusters uniform. A NBA spot has Kobe Bryant suiting up. And a Progressive ad features yet another man as a Ghostbuster, going into battle against the company\u2019s pitch woman Flo (who portrays a ghost). That\u2019s led some to speculate that the studio \u2014 and its backers \u2014 have been shy to fully embrace the themes of girl power behind the new \u201cGhostbusters\u201d (a la campaigns for \u201cThe Hungers Games\u201d or \u201cTwilight\u201d).<\/p>\n

But one advertiser pushed back against that notion. \u201cFor the last eight years, Progressive has featured one of the most recognizable women in the country as our brand icon,\u201d said Progressive spokesperson Jeff Sibel. \u201cWe thought the most prominent role in our ad was that of a ghost who gets the better of her usual male sidekick.\u201d<\/p>\n

James Rainey contributed to this story.\u00a0<\/em><\/p>\n

 <\/p>\n

Source:\u00a0variety.com<\/p>\n","protected":false},"excerpt":{"rendered":"

In a summer where studio tentpoles have been underperforming at the box office, Sony Pictures is facing hurdles with how to sell its female-driven reboot of \u201cGhostbusters\u201d to the masses. The studio is trying to build up excitement for the picture by fanning nostalgia from the original 1984 classic. At ...<\/p>\n","protected":false},"author":6,"featured_media":48028,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4545],"tags":[6152,8383],"class_list":["post-48027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-ghostbusters","tag-reboot"],"acf":false,"yoast_head":"\n\u2018Ghostbusters\u2019 Marketing Challenges: How Sony Is Selling All-Female Reboot - NGradio.gr<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ngradio.gr\/en\/news-el\/entertainment\/ghostbusters-marketing-challenges-how-sony-is-selling-all-female-reboot\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Ghostbusters\u2019 Marketing Challenges: How Sony Is Selling All-Female Reboot - NGradio.gr\" \/>\n<meta property=\"og:description\" content=\"In a summer where studio tentpoles have been underperforming at the box office, Sony Pictures is facing hurdles with how to sell its female-driven reboot of \u201cGhostbusters\u201d to the masses. 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