Playability Trumping Marketability

One of the important emerging trends from 2009 is the marketability/playability power shift.  While marketing has traditionally held importance over playability, the two are far less mutually exclusive.  Though studio slates are lined with sequels and remakes for 2010, the shift in power from marketability to playability is occurring.  New web applications provide viewers with a louder voice than ever before – a voice that no marketing budget can contend with.

Broadening viewer generated dialogue is a game changer for movie marketers that results in two key points:

1. Loss of control
2. Increasing importance on story

As it becomes easier for viewers to express their opinion to an increasing number of people, filmmakers inherently lose some control.  Marketing’s focus shifts from portrayal to interaction.  Never before has it been so easy to cultivate an audience.  Never before has it been so easy to lose an audience.

While marketing will always remain a critical component of a film’s strategy, no longer can it overshadow a weak story.  Marketing in 2010 is far less a result of budget and far more a result of product.  Therein lies the core progression of playability against marketability.  The renewed focus on strength of story will result in better films, happier viewers and benefit the long-term health of the industry.