Underrepresentation of musicals in movie marketing

In an unexpected development in Hollywood’s marketing strategy, studios have begun downplaying musical elements in the promotion of films such as “Mean Girls,” “Wonka,” and “The Color Purple.” Despite their core identity as musicals, trailers and promotional materials for these films minimize the song and dance elements and instead focus on other aspects of the films.

Mean Girls: An edgier reimagining

The latest installment of Mean Girls provides a clear window into this new trend. This musical film has its roots in her 2018 Broadway musical, which drew inspiration from the 2004 film and her 2002 nonfiction book, Queen Bees and Wannabes. However, the first trailer released in November strangely did not include any original music. Instead, it depicts an edgier version of the 2004 film, leaving audiences unaware of the musical journey that is about to take place.

Strategic shift in marketing

Even the second trailer, which included an excerpt of the musical number “Meet the Plastics,” quickly transitioned into a non-musical song featured in the film’s credits. This apparent shift in marketing strategy highlights a broader trend in which studios appear to be wary of promoting music genres outright. This cautious approach may stem from concerns about the commercial appeal of musicals to modern audiences, given the poor box office performance of several recent musical films.

Striking a Balance: Success and Attention in Musical Films

Studio reluctance to market musical films as musicals seems to stem from fear of alienating audiences, although recent musicals like Wonka and The Color Purple have been successful in theaters. It is worth noting that it is contained. These successes suggest a delicate balance between the appeal of a musical genre and prudence in its promotion. As Hollywood continues to adapt to changing audience tastes, the industry’s approach to marketing musicals will undoubtedly continue to evolve.