If Warner Bros has done their homework - and studios these days are little more than gigantic marketing engines for âtentpoleâ releases like Mad Max: Fury Road - this trailer will only be the first of a rising storm of previews, interviews, and revised trailers, each of which will be eagerly consumed - and shared - by an audience whipped into a fever pitch by all these tantalizing tidbits.
Then, on the day of release (May 15, 2015), the barrier will slam down. At that point the only way to satisfy the desire built up by these countless acts of audience-driven sharing will be to hand Warner Bros $25 of your hard-earned money (3D is exy) for a cinema ticket. Perfectly happy to flash some skin when it suits them, on release day Warner Bros turns into just another pimp, peddling flash for a price.
The audience, meanwhile, has been well trained by Warner Bros. The audience knows how to find and share content. Some of that content is posted by the studio, to amplify their profits. Some of that content is posted by the audience, to satisfy the desires created by the studio. Warner Bros would call that sort of behaviour piracy. In reality, Warner Bros is simply reaping what theyâve sown. Every time a studio creates a digital asset to share with the audience, they sow the wind. When that studio releases a digital asset for sale to that audience, they reap the whirlwind.
You donât get to choose which benefits of sharing culture are yours.