Differences in marketing mainstream and independent feature films in the United States (1990-1995)

Traditionally mainstream studios have produced big budget genre films that are marketed to broad audiences, and independent film distribution companies have released low budget adult-oriented films that are marketed to limited audiences.;In today's film industry the differences between mainstream studio films and independent films are diminishing due to changes in the marketplace. The film marketplace has changed due to major studios merging and buying-out independent film distribution companies. The major studios are entering into the production of specialized films that are marketed to niche audiences. The major studios are trying to replicate the recent successes of independent films by producing similar types of films.;The main element that determines the marketing strategy of a film is the type of film. The primary difference between independent films and studio films is marketing styles. Studio films are macro-marketed. Independent films are micro-marketed.