Monday, May 22, 2006

Marketing matters... a lot

DavinciI was curious. I went to see the movie that is driving many religious institutions berserk. I had tried to read the book and I did not like the author's style (sorry Dan). Well, what's the fuss? The story is interesting, actors are good but not exceptional and the way the movie was shot is decent. No more. Yet, the Da Vinci Code has already made about 200 million Euro in worldwide sales... Interesting marketing case.

I will not discuss the theories developed in the book and the movie as I am not knowledgeable enough, although I have an opinion about these political entities called church hierarchies. All I will say is that there must be something in the background of the collective unconscious mind regarding the way a philosophy of life and its founder were betrayed by power-greedy humans thus triggering a horrendous series of crimes against Life itself. And in saying that I do not mean to judge anyone - not even religious institutions and their political elites... no, really! -, just to bring to memory the victims of dreadful mistakes committed in the name of the faithful to make the world a better place... Perhaps something we should keep in mind as the concept of "infidel" or "un-something" (as in unamerican) is very much in fashion... again, sadly. No, my point here is to deal with this as the interesting marketing case it is:

  1. the strength of word of mouth - a product that does not have superior
    "features" worth mentioning attracts attention to the points of
    breaking a sales record in its industry...

  2. mastership in communication - the producers and makers of the movie were careful to have fairly low key communication and use the outrage of religious authorities to a degree that would not do harm to the business. I mean the coverage these guys got courtesy of the various integrists of established institutions of christianism is just enormous: they got free TV, press and web coverage...

  3. excellent cast of actors whose image fits perfectly not only with the requirements of the characters but also with those of the PR campaign around the film that producers correctly anticipated I am sure

  4. perfectly controlled launch and correct choice of simultaneous launch worldwide, which makes it very difficult for oponents to organize protests country by country. Unless something major hits the world I don't believe the various versions of christian faith can muster the energy to organize demonstrations or opposition initiatives worldwide

It's excellent food for thought for any entrepreneurial initiative and for marketing & sales professionals.


  1. I have not read the book nor watched the movie, not on the prejudice that it could shock my personal beliefs (the display of violence and cruelty on TV News do this every day), but on the prejudice that it might taste like wishy-washy-commercial-sub-Umberto-Eco to me.
    And this could really disappoint me ;-)

  2. David,
    I kicked the TV out of my place over 11 years ago and I have no recollection of a better decision in my life...
    Anyway, you are right it is sub-Umberto-Eco and knowing you a bit, yes you would be disappointed.

  3. i do not wish to enter here in the christianity debate, i am just wandering: looking at the recent comics 'against' the muslim religion that so much shook the arabian world, what would have happened if such a movie was not touching the roots of christianity but the muslim ones?
    it is interesting enough to see that we all (me included) immediately tag and believe in the 'integralism' of those which are against the expansion of the movie.
    just a thought with no particular direction.

  4. I am looking forward to seeing the movie as soon as I can. Have read the book years ago (found it early on Amazon) and liked it. I know about the lousy critics of the movie - but hey - I want to see the movie anyway.
    Good novels with similar topic are by Philipp Vandenberg (not in english, though). To learn the whole truth: read Karlheinz Deschner.

  5. Roberto,
    Interesting question. Same could apply to other religious traditions I guess.
    As an admirer of Gandhi and Krishnamurti I'd rather not explore possibilities under that angle though.

  6. What's the truth? Will we ever know?
    I personally believe each one of us lives in her own very personal hallucination of reality and truth... which is also why I am very cautious when philosophies and crucially their interpretations become one-way streets...
    Thanks for the suggestion about Deschner; also suggested by another friend.