Two obvious statements we readily accept as fact:

1. Most films live and die by opening weekend.
2. Most word of mouth occurs before a movie actually opens.

Now, if we factor in the sheer volume of big-budget films released in the summer months -- with several literally going head-to-head -- then we've got ourselves an epic, quixotic challenge of how to market a movie in the middle of all this noise.

Much has been written on this subject. Scholars, prognosticators, fanboys and marketeers alike have all weighed in with theories, but the tea leaves tell us there is no single true path. Coming from the trenches of online movie marketing -- where life is cheap and blood is spilled on a daily basis -- I give you one overtly simple hypothesis: Marketing a summer movie is a lot like the first day of high school. You really only ever get one first impression. Make a good one, and you're set. But stumble and it's a long walk back. Uphill. At night. In the rain. Without shoes.

While it's not impossible to switch gears, it is costly and confusing. And unlike high school, blending in is not an option. So you really have to stand out in a memorable, relatable way to successfully attract and hold the attention of your target audience. Chrissie Hynde once said, "Gonna make you, make you notice." Truer words were never spoken.

The audience wants to be guided, but they also want the thrill of discovery. They want to feel like they have happily stumbled upon some lost ark of gloriously privileged diversions. We know differently. The reality is that they expect a movie website to flirt shamelessly with them like a cheap pick-up at a downtown bar. I know I do.

The bottom line: The audience is desperately looking for something to connect with, something they can relate to and share with friends. And in the name of all that is good and right in this ad-weary world, we are here to help them find what they are looking for by making our message resonate. And what makes them notice, what resonates and stays with them is if we can create a real emotional connection between the audience and the film. Using my battle-weary, bullet-ridden experiences in the killing fields of our profession, the one constant that my company lives by is character. The character must resonate. If we can make the user see, feel, believe, identify with or even hate the character, then we have achieved our goal, and their world is ours for the next few minutes.

Here are some examples of resonance in this summer's cacophonous avalanche of offerings:

Author notes: Russell Scott is CEO and creative director of Jetset Studios. Read full bio