One of the most effective components of film advertising is the tagline - a short phrase that hooks an audience and pulls them into the theater. No doubt, a memorable ad campaign can outlive even a great product.
An integral part of selling anything, be it a car, cat food or a film is advertising. And products exist to be sold (that's why they call it the movie business). Make no mistake, these are worthy and valid endeavors, but the fact of the matter remains that movies are products. Cinephiles like to wax romantic about the function of film in the context of society and study every frame of their favorite films for meaning and metaphor. Cinema has always resided at the intersection of art and commerce.
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