How ‘No Way Home’ dominated the social-media marketing game

Writer’s Note: Spoilers for “Spider-Man: No Way Home” are in front of you.

Today, it’s hard to imagine a blockbuster movie hitting the big screen without a massive promotional campaign. From interviews to ad spots to teasers and trailers, production houses are making sure that as the weekend approaches its release, everyone is talking about their movie. Having said that, until not so long ago, films did not consider heavy promotional campaigning a priority, let alone an important part of their success.

That all changed in 1975 when the marketing team at “Jaws” released a poster that resonated around the world for years. At the time, “Jaws” looked like it would be an expensive disaster, taking 159 days to shoot, nearly three times what had been planned, and barely working for the protagonist, a robotic shark. In order to salvage what seemed like a lost cause, Universal, the production house behind “Jaws,” pumped more than $1.8 million into the film’s marketing campaign—a sum that brought its production budget to $9 million, more than any other film released in a year. The result: it became the first American film in history to cross the $7 million mark, paving the way for how production houses market their films to this day.

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