Tail.” Originally an abstract concept introduced in a WIRED Magazine article from 2006, The Long Tail is now a mantra of digital marketing. Applied to marketing in film, the pre-Long Tail mentality was to conceptualize an artistic work with a specific target in mind, and then develop it to invite as big an audience as possible. Marketers would then direct their resources toward the audience within distribution range.
The goal was to make the next big summer blockbuster. But according to Chris Anderson, the author of the article, “hit-driven economics is a creation of an age without enough room to carry everything for everybody.” In other words, a new day has come.
In a post-Long Tail awakened world, we’ve found that most people’s taste in film goes beyond just mainstream appeal. With the recent onset of a limitless