Marketing Strategy
God’s Glass has two target audience groups, both of which are growing: the romance novel/S&M audience, and the art crowd. The success of Fifty Shades of Grey has created a new demand for S&M themed entertainment, while the growth of digital distribution has created a resurgence in the arthouse market.
Using traditional advertising, social media (hashtag #GodsGlass), targeted web ads, and search engine optimization, the Company intends to create a notable worldwide marketing presence for God’s Glass.
Stage One
Given the buzzword status of Fifty Shades of Grey, and its $250 million worldwide opening weekend gross, the first stage of our marketing strategy will be aimed at the romance novel/S&M crowd — to pique their interest in a more thought-provoking and psychological take on masochism. Fifty Shades of Grey appealed to the subversive, experimental and diabolical side of audiences, and we believe using imagery that evokes that film can draw its same target audience to God’s Glass. We will use both viral and traditional advertising to pose the question:
What should you watch after Fifty Shades of Grey?
Below are some mockup advertising images:
The intention is to play off the current cultural zeitgeist to gain us market acceptance and word of mouth. God’s Glass is not focused on titillation the same way that Fifty Shades of Grey is and, as such, it presents a psychological and dramatic flipside to the blockbuster saga. We believe the audience, though, is the same. People who are drawn to stories of sadomasochistic love should also be drawn to the darker, more psychological side of sadomasochism. The pornographic quality of Fifty Shades of Grey can only go so far, which is why God’s Glass intends to fill the remaining void in consumer desire by presenting the flipside of sadomasochist love.
Stage Two
The second stage of our marketing strategy targets the open-minded art crowd, and will focus on the idea of unconventional love. Films like Secretary, Shame, and Whiplash prove arthouse audiences are eager to watch stories about unconventional characters in abnormal or abusive relationships. Our marketing push will focus on past taboos that have since become accepted as normal, such as interracial love and homosexual love, while evoking the question:
Why is S&M still taboo?
This was once taboo
Why is this still taboo?
#godsglass
We hope to convince audiences that unconventional love can be beautiful, and that there is nothing inherently wrong with it — only society’s perception of it.
General advertising
Once we have established God’s Glass in the consumer consciousness, we can employ a more generalized visual ad campaign to keep the film on consumers’ minds. Below are several posters for the film. The Company foresees the creation of a half dozen “general” posters.
