Selling 'Magic Mike' and 'The Blind Side' to Niche Audiences
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Hollywood studios hire specialty marketing firms to target niche audiences. Two of those audiences are the LGBT and Christian communities. Craig Karpel and his company, the Karpel Group, were hired by Warner Bros to help sell the Steven Soderbergh movie Magic Mike to the gay community. Jonathan Bock of Grace Hill Media, a faith-based marketing firm, has been hired to reach Christian audiences for numerous films, from The Blind Side and Act of Valor to Alvin and the Chipmunks.
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Marketing Movies to Christians and Gays ()
Hollywood studios make use of specialty marketing firms to reach a variety of niche audiences. We look at the case studies of Magic Mike and The Blind Side. Craig Karpel of the Karpel Group increased awareness for Magic Mike in the gay community through street teams and boys' nights out events at clubs, while Jonathan Bock of Grace Hill Media promoted The Blind Side by creating sermon outlines complete with clips of the movie for pastors to preach from in church.
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