Why do film production/distribution companies bother to advertise at all?

It makes absolutely no sense. I’m not a fan of the films of the Acme Film Co. In this space, content is absolutely the king. When I go and see a film, I go on the strength of the director, the premise or occasionally the leading actors.

If a film is poor, branding Acme all over the front surely damages the brand. On the other hand, if a film is great – I don’t find myself thinking “ah, that Acme have another fantastic hit on their hands!” No. I think “Tarantino, you old dog, you’ve done it again…”

Is it time for monolithic money-spinners to realise that they should stick to the background, where the belong?

Care to comment?