by Federico Lopez
Loyalty in Film
One of the main ways in which loyalty is used in film is to capitalise on the success of previous releases. This could be a related release, where audiences are attracted back for a sequel to a film they enjoyed. Or it could be a reboot or retelling of a story they already know and love. Both ways rely on the loyalty that is built up between the audience and the production itself.
The main reason this is used in film is to gain investment. The loyalty garnered from enjoying a previous film will make it more likely that audiences see the new film. This would be less likely if this new film was completely untethered to anything they knew before. In other words, it’s less of a risk, with a greater likelihood of a reward. That’s why major film companies often remake their own films – to recapture the audience’s excitement of the first one. The strategy seems to pay off for major companies, from Marvel to Disney.
Loyalty is also used by directors to gain a fanbase. Cult directors, such as Baz Luhrmann, attract audiences simply because they want to see what the filmmaker is going to direct next. They can develop a cult following in some cases, with fans voraciously watching everything produced. Romeo + Juliet, Moulin Rouge!, Australia, and The Great Gatsby are wildly different films, yet all gained audiences and attention mainly due to the director helming them.
Loyalty as a Business Tool
It’s not just the film industry that relies on the loyalty of an audience to attract attention. Loyalty is used across all businesses. In the same way that bringing out a new version of a Ned Kelly film (as we saw with 2019’s True History of the Kelly Gang) relies on those who remember the originals and appreciate the story, Malvern Star brought out a series of bikes in 2016 that relied on the nostalgia of the company’s 100+ year legacy.
Moreover, rewarding customers for loyalty is a prolific ploy in business. Cafes and restaurants utilise apps to collect points and cards, which reward those who make frequent visits. These rewards then turn into financial incentives to keep them patronising the same places. Some banks also reward loyalty with a wider range of services for those who have been longstanding customers.
As mentioned previously, these types of loyalty schemes are employed across a vast array of businesses, such as the online casino industry. This particular industry utilises loyalty schemes to attract customers to its services over its competitors in a highly saturated market. Those who think Captain Spins is the hottest new site in NZ may do so because it has a loyalty points rewards program that awards points for play. It all works the same way, loyalty leads to a customer-base.
The film industry is a business, as many people seem to forget, which explains why the reliance on audience loyalty and sure-fire hits is so prevalent. Ultimately, the better a film does, the more likely those attached to the film and the themes of the film will be seen to have gained loyalty. As a result, they will be more likely to be repeated.
Main Picture Source: Pixabay
