Population Statistic: Read. React. Repeat.
Sunday, June 07, 2021

While wandering through the Time Warner Center earlier today (okay, not so much wandering, as looking for the restrooms), I caught sight of this artwork display. It’s a hand-drawn poster from the very first year of the New York Film Festival. I cameraphoned it, and then did some software magic here at home to make it more Web-worthy (compare it to the full-sized Flickr version).

According to the Festival, this is their 47th year, which would date this poster from 1962. I’m almost sure that the accompanying placard read 1963, but I could be mistaken.

The stark lines here don’t inspire me to attend this year’s Fest. But I like it anyway.

by Costa Tsiokos, Sun 06/07/2021 11:22:03 PM
Category: Advert./Mktg., Creative, Movies, New Yorkin'
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For the longest while now — probably most of this decade, in fact — I’ve often felt overloaded by advance hype over upcoming movies, music, TV shows, etc. It seems like the marketing saturation for major releases is so intense, especially accounting for the different target audiences and the range of media covered, that I usually wind up getting more than enough of the gist of the story being pitched. So much so that, yes, I usually see no reason to actually buy/go to/tune in to the work — because thanks to all the teasers and synopses, I’ve essentially already experienced it.

Maybe that’s the curse (or the blessing?) of being a media junkie. I suppose if I limited my intake to just the Web, or just TV, or just the news, only a small slice of the marketing onslaught, and thus just enough to allow me to indulge in the book/movie/whatever with a fresh slate.

Or maybe the content producers on the other end could let up on the overhype and sell the mystique. That’s what’s happened with Haruki Murakami’s latest novel, “1Q84″, the promotion of which is specifically being un-marketed, due to popular demand:

When Murakami’s earlier work “Kafka on the Shore” was released, fans complained that their response to it was dulled by too much advance press coverage. So this time around absolutely everything about the book — except the author’s name and the title — has been kept secret.

And secrecy, it would seem, has only fueled book sales. “It is amazing. People are craving his latest novel,” Takashi Machii, spokesman for the book’s publisher, Shinchosha, told the Associated Press. Shinchosha has increased the book’s first printing to 480,000 copies from 380,000 after orders “flooded in.”

It would seem to be a lesson in less being more. Although the caveats are obvious: Murakami is an established author, so everyone knows they’ll be getting quality work from his efforts. And really, this is just the opposite extreme from over-indulgence — going to zero on previews gives potential media consumers absolutely nothing upon which to base a commitment; again, that works for an established brandname, but doesn’t for other offerings.

I guess a comfortable medium of limited sneak-peeks, fairly uniform across media channels, would be too much to ask for in the way of restraint. Ultimately, the extreme methods probably net the most fish, so expect them to persist.

by Costa Tsiokos, Sun 06/07/2021 10:50:19 PM
Category: Advert./Mktg., Publishing
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