While marketing has always played a part in determining the success or failure of a movie, it wasn't until the 1980s that studios really began doing all-out marketing blitzes to promote their films. Some of the marketing concepts, such as the distribution company for the indie horror film The Blair Witch Project arranging to have IMDb list the film's main actors as being “missing presumed dead," or Independence Day having a news special on Fox depicting a supposedly real alien onslaught, are meant to drive curiosity about the film's storyline. Others are intended to encourage filmgoers to buy merchandise connected to the film. In fact, some studios have made as much - if not more - money off merchandise connected to the movie than they did at the box office.
And it's not just the film companies that can profit from a successful marketing campaign; many outside brands, from fast-food chains like McDonald's to toy companies like Mattel, have found major success by agreeing to do promotional tie-ins with movies like Batman or The Lion King.
Whatever the specific aim, it appears that massive promotional campaigns for movies are here to stay. Here are some of the most aggressive film marketing campaigns of the 1980s and 1990s. Which ones were the most memorable?
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