At times such as these, when the media’s focuses are on terrorist threats at home and abroad, joblessness, and the gulf oil spill, the public chooses movies offering the best chance of getting away from all the negative news.
Studios have reaped the rewards. Over the last several years, they have released movies that have had enormous success by creating a fantasy environment to where we can escape – Twilight, Harry Potter, and Lord of the Rings are key examples. Not to mention Avatar, which has grossed $2.7 billion worldwide.
It seems that people want to forget current problems, even for a few hours.
This all reinforces the current consumer sentiment and adds to the barrage of mistrust and skepticism lately – oil spills, tainted dog food/milk, greedy banks, corrupt mortgage brokers, shuttered local businesses. People today need to find an escape from some of these hard realities.
As we create and implement brand promises, we must strive to help our clients fulfill their promises to consumers so that as to not become another one to fail the people.
