Miramax Films from 1979 to 2005: A study of strategic film choices and effective marketing.

The purpose of the case study is to explain the relationship between strategically selected, award-winning films and aggressive marketing for mainstream audience development. At a time when changing social, economic, and technological conditions seemed to favor independently produced films, less emphasis was placed on broadening audience appeal. Through a two-phase historical reconstruction, using multiple sources of information and evidence, this qualitative study described how Bob and Harvey Weinstein of Miramax Films used different strategies and marketing tactics for films chosen to receive favorable film-critic reviews, prominent industry-recognized awards, such as those from film festivals and the Academy of Motion Picture Arts and Sciences, along with the potential to increase box-office revenue. Unlike Hollywood movie studios of the time, Miramax's strategy revolved around aggressive marketing tactics to broaden exposure for independent films, increase attendance and box-office revenue, obtain critical acclaim, and develop mainstream audiences. These findings have implications for film studies, independent filmakers, and others interested in filmmaking as a business.