When a film is made, especially in the studio system, the main objective is to reach out to your target audience, get them to purchase a movie ticket, and put their asses in the theater seats. This is the task that the marketing department faces on a day-to-day basis. The importance of marketing is often underestimated. You could make the best film ever made, but if it isn’t marketed properly, nobody is going to see it. This is why studios will often spend money equivalent to 50-100% of a film’s budget to market their films. When the marketing departments have conversations with studio executives on whether or not to green-light a movie, they look at three marketing factors that pertain to a particular project.