KEY SUCCESS STRATEGIES OF BAD GENIUS (2017)

Abstract

The purposes of the qualitative research Key Success Strategies of Bad Genius (2017) were 1.) to study the strategies leading the film Bad Genius to success and 2.) to study the production, the marketing and the public relations strategies of the film Bad Genius. The research methodologies used in the research project are the In-depth Interview and the studies from the associated documents.

The results were as follows:

1) The film Bad Genius was produced by GDH 559 Co., Ltd. The production strategies started by seeking interesting information under the context of Thai society, and the issue of test cheating was taken as the core idea and the theme of the film. The people who were specialized in developing the cutting-edge plot were then chosen as the team members. All the concerning members would get involved with the working process. They would brainstorm until the complete script was finalized. The storytelling skill was also needed in shooting and editing to make the audience feel involved with the characters. They would wish the characters success in their missions though they were doing something immoral.

2) To reach more groups of audience, more communication channels for marketing and public relations were added. Though the plot was concerned with educational tests, the picture of the characters not wearing school uniforms was used on the poster to make the nonstudents audience feel that the film was not just about test cheating in school, but the greater mission—the over time zone test-cheating. The adults would feel that the film was also suitable for them, as the target audience had been expanded.