"Madame Web" has finally been released to theaters. And saying it is a box office flop is an understatement.
Despite the massive names on its cast, the "Spider-Man" tie-in is only expected to earn $26.8 million in domestic sales. The movie needs to earn above $80 million just to break even.
A major factor in its weak success at the box office can be pointed at the social media and online marketing launched ahead of the premiere screening.
Or in this case, the lack of it.
Importance of Social Media Marketing for Block Buster Films
Online marketing for films has become a huge part of a movie's success over the past years due to social media discussions.
Even movies with low reviews were able to secure high box office revenues thanks to marketing campaigns online.
In fact, Disney is famous for successfully bringing its biggest titles to the mass consciousness months ahead of the premiere.
This is in addition to sponsored videos from content creators and advertisements across online platforms.
The 'Madame Web' Marketing Disaster
While Sony, the movie publisher for "Madame Web," did do online campaigns in some fashion, there is a noticeable difference from its other more successful projects.
For starters, its social media campaigns have been fewer and uploaded at wide intervals. The movie's cast also rarely promoted the film as opposed to other projects.
This hinders the movie from being discussed outside of comparisons to the original material. Online discussions, whether good or bad, bring attention to a product through word of mouth.
It does not help that the film is an isolated story despite being a tie-in to the Marvel franchise.
So far, the discussions around the film have been mainly people dunking on its ending and dialogues.
None has even promoted ironically as the internet did with "Morbius," another supposed "Spider-Man" spin-off under Sony's wing.
