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Claire Molloy

Print publication date: 2010

Print ISBN-13: 9780748637713

Published to Edinburgh Scholarship Online: September 2012

DOI: 10.3366/edinburgh/9780748637713.001.0001

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Searching for a Slam Dunk: Marketing Memento

Searching for a Slam Dunk: Marketing Memento

(p.26) 2 Searching for a Slam Dunk: Marketing Memento

Claire Molloy

Edinburgh University Press

This chapter explores the aspects of Memento's marketing in both the US and UK to assure what signifiers of independence were used, particularly in early print advertisements. Marketing independent films required ingenuity to reap the largest rewards from a small budget. The marketing of independent film developed a public discourse of independence. While the older, upscale educated consumer had resonance for the marketing of certain independent products, the strategies employed for Menace II Society, Like Water for Chocolate and Memento recognised other social identities. Memento's platform release broadly followed the independent release patterns for indie films on the art-house circuit. Its crossover success was also due to the targeting of a young college audience and its strategic placement in cinemas close to large campuses. Its marketing strategy also concentrated on the complex plot.

Keywords:   marketing, Memento, US, UK, independence, independent films, indie films

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