Dirty Dancing”
Archives of Business Review – Vol. 8, No. 4 Publication Date: Apr. 25, 2020 DOI : 10.14738/abr.84.8056. Omansky, M. L. (2020) The Time of My Life: The Marketing Lessons from”Dirty Dancing”. Archives of Business Research, 8(4). 26- 30 The Time of My Life: The Marketing Lessons from “Dirty Dancing” Michael L. Omansky Associate Professor, Business Division, Felician College, 223 Montross Avenue, Rutherford, NJ 07070 Abstract “Dirty Dancing” was a movie with a major soundtrack. The soundtrack had a coordinated marketing effort, took on a life of its own but continued to succeed with guidance and control for over a decade. Its success contains many marketing lessons that can be applied to other projects. Key Words: Promotion, Radio, Retail, Soundtrack, Collaboration INTRODUCTION On August 21, 1987, I was in a movie theater on the upper east side of NeW York City. This was the official premiere of a movie, “Dirty Dancing”. While the film had been first shoWn at the 1987 Cannes Film Festival three months prior, this was really the big evening. As VP Marketing at RCA Records in NY, my company had a major interest in the project. We had the soundtrack and were looking to the response from critics and the public. I had seen a “rough cut” of the film the prior Winter, along With others from RCA Records, the motion picture company Vestron, and the guiding hand behind the project, Jimmy Ienner. Jimmy Ienner oversaW the music, Which Was an integral part of the movie’s experience; but Was also integrally involved With every step of the movie, the author Eleanor Bergstein, and guiding both Vestron and RCA Records.
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