I recently had the pleasure of going to Paris on vacation and happened to use the city's fine subway system on a daily basis. One of the things that struck me as odd was the large number of advertising posters for Martin Lawrence's new "Big Mamma" movie. Now, to be honest, I can't imagine why anyone would want to see the movie in English, let alone French. This, however, is not the point of this post. Rather, it is to question why Hollywood continues to take such a wasteful, shotgun approach to advertising.
We live in an era of targeting advertising. With little effort, Hollywood could find out that I am more likely to enjoy the "King's Speech" or "Waiting for Superman" than "Big Mamma" and then find a way to pitch me on the Internet or, perhaps, my smartphone.
Alas, before businesses and industries can learn a new and better approach, often they must first unlearn the old, ineffective way.
I know Hollywood can grasp this message. After all, we are no longer watching silent, black-and-white movies. Why then is Hollywood still advertising as though it — and its customers — are living in the past?