Selling 'Magic Mike' and 'The Blind Side' to Niche Audiences

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.