What Modern Marketing Can Learn from Classic Film-Making: Insights from Sherlock Holmes to the 4 Ps

“Over the past 30 to 40 years we have replaced things that work with things that sound good.” — Thomas Sowell, an American economist, social theorist, and senior fellow at the Hoover Institution.

In recent weeks, I’ve been watching some old movies—specifically the classic Sherlock Holmes films starring Basil Rathbone from the early 1940s. It’s fascinating to see how much these films, made over 80 years ago, still feel familiar in many ways. Despite the technological limitations of the time, the essential principles of film-making—strong scripts, storyboards, camera angles, dialogue, and sound design—are all present, and in some cases, they outshine many of today’s modern productions.

The simplicity of technology in those films is striking: electricity, telephones, and battery-powered torches are all present. There are no computers, no Internet, no mobile phones. Yet, the films remain engaging, largely because of their rich storytelling and tight scripts. It got me thinking: are there elements of classic films that modern movie-makers—and indeed, modern marketers—can learn from? And beyond that, have we, in the rush toward new technology and innovation, lost some of the essential qualities that once defined excellence in both film and marketing?

In many ways, this reflection extends beyond the world of cinema. It stretches into other creative practices, such as marketing, where the fundamentals sometimes seem lost amid the barrage of modern technology. Specifically, I began pondering the role of E. Jerome McCarthy's 4 Ps of marketing—Product, Price, Place, and Promotion. Have modern marketers, in their quest for digital prowess, overlooked some of the timeless truths that McCarthy’s framework offers, much as filmmakers may prioritise special effects over storytelling today?

Let’s explore how the lessons from classic film-making might apply to marketing in the modern world, and how marketers might reintegrate the 4 Ps with the same attention to craftsmanship that older filmmakers used in their storytelling.

The Enduring Appeal of Classic Films

Strong Storytelling

One of the most striking elements of classic films like the Sherlock Holmes series is the focus on storytelling. These movies weren’t reliant on cutting-edge technology or flashy special effects. Instead, they pulled the audience in through compelling narratives, rich dialogue with excellent vocabulary, and character development. The success of these films lies in the depth of the story and the emotional engagement of the audience.

Compare that to modern films, where, all too often, the plot takes a back seat to visual spectacle. With the advent of CGI and advanced special effects, some modern films rely heavily on impressive visuals but fall short when it comes to narrative depth. The audience is dazzled but not always moved. The enduring appeal of older films is a testament to the power of strong storytelling, where the script is the heart of the movie.

Technical Simplicity Breeds Creativity

The technical limitations of the 1940s often forced filmmakers to be more creative with what they had. With no digital effects, film-makers had to rely on inventive practical effects, clever lighting, and tight editing to create suspense, drama, and intrigue. In these older films, every scene, every camera angle, every piece of dialogue was crafted with care.

Today, with a wealth of advanced tools at filmmakers' disposal, there’s sometimes a tendency to take shortcuts. Rather than focusing on the fundamentals—plot, character, and dialogue—modern films can fall into the trap of letting technology do the heavy lifting. In the same way, marketers today sometimes rely too heavily on the latest technology—be it data-driven targeting, AI, or automation—at the expense of the underlying message or emotional connection with their audience.

Character-Driven vs. Spectacle-Driven Films

Classic films were also heavily character-driven. The audience was invited to invest emotionally in the lives and struggles of the protagonists. For example, Basil Rathbone's portrayal of Sherlock Holmes captured the audience’s imagination through his nuanced performance and witty dialogue, creating a bond that kept viewers engaged.

In contrast, many modern blockbusters focus more on spectacle and action than on character development. Audiences might leave the cinema audience entertained, but they are less likely to feel emotionally connected to the story or the characters. This distinction between character-driven and spectacle-driven content is just as relevant in marketing, where the emotional connection to a brand or product can be the difference between success and failure.

Film as a Reflection of Society

Older films often served as a reflection of the societal issues of their time, providing commentary on everything from war to social change. This gave many films a depth and timelessness that continues to resonate with audiences today. Modern films, on the other hand, sometimes feel more superficial, focusing on short-term trends or sensationalism rather than addressing enduring themes.

Similarly, marketing campaigns that tap into deeper, more universal human concerns tend to have a more lasting impact. While modern marketing is often reactive—chasing trends and jumping on the latest viral bandwagon—timeless campaigns, like timeless films, resonate because they speak to something fundamental about the human experience.

What Modern Marketing Could Learn from Classic Film-Making

The Importance of Narrative in Marketing

Just as old films relied on strong stories, modern marketing campaigns need a clear and compelling narrative to resonate with audiences. Technology today allows marketers to target and reach people with unprecedented precision, but without a strong message or brand story, the best targeting tools fall flat.

The lesson from classic films is clear: a good story is universal and timeless. In marketing, this translates into a need for strong brand storytelling. No matter how advanced the tools, the core message must be something that resonates with the target audience on an emotional level. After all, people don't just buy products—they buy stories, experiences, and feelings.

Engaging the Audience

Old films were masters at engaging their audiences. Every line of dialogue, every camera angle was carefully crafted to draw the viewer into the story. In marketing, the same principle applies. Today’s consumers are bombarded with advertisements, content, and promotions across multiple channels. To stand out, brands need to engage their audience meaningfully.

Instead of relying on quick wins like discounts or viral trends, marketers should focus on building lasting connections with their audiences. This involves not only telling a compelling story but also listening to the audience and responding to their needs and desires in a genuine way.

Quality Over Quantity

Classic films often took time to develop, write, and produce, which is one of the reasons they have stood the test of time. Modern content, particularly in the marketing world, is often produced in rapid-fire cycles. The pressure to create more content, more frequently, can lead to a decline in quality.

The lesson here for marketers is clear: focus on quality, even if it means producing less. A well-crafted, thoughtful marketing campaign is more likely to create lasting brand loyalty than a flood of forgettable content.

Avoiding Gimmicks

Much like the use of special effects in film, cutting-edge marketing technologies—whether augmented reality, AI, or dynamic ads—can be impressive but should always complement the core message, not overshadow it. Too often, marketers get caught up in the “wow” factor of new technology and lose sight of the basics.

Classic films didn’t need flashy effects to tell a great story, and marketers don’t need the latest tech to tell a compelling brand narrative. The technology should enhance the story, not replace it.

Revisiting the 4 Ps of Marketing in the Modern Age

As we reflect on how modern marketing can learn from classic film-making, it’s worth revisiting McCarthy’s 4 Ps and seeing how they remain relevant today, even in an era dominated by technology.

Product

In McCarthy’s model, the product is the core offering that meets a need or solves a problem. Today, even though we have access to vast amounts of consumer data, some companies rush products to market without fully understanding what their consumers truly need.

Just as older films knew their audience and crafted stories that resonated, successful modern marketers must ensure that their products are created with a deep understanding of their market. Trend-chasing will only take a product so far. Timeless products—like timeless films—endure because they provide real value and resonate deeply with their audience.

Price

In McCarthy’s time, price was about cost and perceived value. Today, with dynamic pricing models and a wealth of data, pricing has become more complex, but the core idea remains the same: consumers will only pay for something they see as valuable.

Classic films made audiences feel they were getting value for their money—whether it was in the form of entertainment, emotion, or insight. In marketing, the price must reflect the value that consumers perceive in the product. Discounting or pricing strategies that rely purely on short-term gains can erode the perceived value of a brand.

Place

Place, or distribution, has transformed dramatically in the digital age. What used to be about physical retail locations and distribution channels is now about digital platforms, e-commerce, and 'omnichannel' strategies. But the core principle—getting the product to the consumer where they are—remains unchanged.

Much like how films were once distributed only in cinemas but are now available on streaming platforms, products today need to be available across a range of touchpoints. However, this does not mean brands should be everywhere for the sake of it. They should be strategic about where and how they engage with their consumers, ensuring consistency and quality across all channels.

Promotion

Promotion was once about traditional advertising—TV spots, billboards, and print ads. Today, the array of promotional tools is vast, from influencer marketing to social media, SEO, and beyond. However, despite these new methods, the fundamentals of promotion remain the same: it’s about communicating the value of the product clearly and persuasively to the target audience.

Classic films didn’t have the benefit of modern advertising methods, yet they still built audiences through word-of-mouth, trailers, and media coverage. Similarly, marketers today should focus on clarity of message and maintaining consistency across all channels, rather than chasing the latest promotional trends. While tools like social media and influencer marketing offer exciting new ways to reach an audience, they can often result in fragmented messaging if not managed carefully.

Take a page from the old Hollywood studios: their promotional efforts were methodical, clear, and effective. They relied on a consistent story that extended from the film’s narrative to the way it was marketed. For marketers today, a unified brand story across all promotional efforts ensures that customers feel a cohesive experience, whether they see a product in an Instagram ad, a YouTube video, or a sponsored post.

The key takeaway is that promotion should be strategic and story-driven. Just as older films captivated audiences with trailers and print advertisements that reflected the movie’s core themes, modern marketers should use digital platforms to reinforce a consistent, engaging narrative about their brand.

Has Modern Marketing Lost Some of McCarthy's Propositions in Favour of Technology?

Technology as a Double-Edged Sword

There’s no denying that technology has radically transformed marketing. The advent of tools like customer relationship management (CRM) platforms, data analytics, and digital advertising has made it possible to reach highly specific target audiences in real time. However, technology can be a double-edged sword. It allows for incredible precision but can also lead to a focus on automation over creativity.

Marketers often fall into the trap of relying too much on technology-driven tactics—like automated emails, pay-per-click (PPC) ads, or algorithms—at the expense of crafting genuine, thoughtful campaigns. Just as filmmakers sometimes get caught up in visual effects at the expense of character development, marketers risk letting technology overshadow the basic marketing principles that make campaigns successful in the first place.

The Balance of Art and Science

Film-making, at its best, is a careful balance of art and science. Directors need to master the technical side—camera angles, sound, editing—while also nurturing the creative process—storytelling, character development, pacing. Marketing is no different. The best campaigns seamlessly combine the scientific side (data, analytics, precision targeting) with the art of storytelling, branding, and emotional resonance.

Marketers today have unprecedented access to data, which can give them insight into their audience's behaviours, preferences, and needs. But data alone doesn’t create brand loyalty. Just as a film full of CGI but lacking in heart won’t resonate with viewers, marketing campaigns that focus solely on numbers and metrics without an emotional hook won’t build lasting connections with customers.

Losing the Human Touch

One of the pitfalls of relying too heavily on technology is that campaigns can become impersonal. Automated email campaigns, chatbots, and data-driven content are all efficient tools, but they often lack the human touch that makes marketing feel personal. Older films, despite their technological limitations, had a warmth and humanity to them because they were crafted with care and attention to detail.

In the same way, marketing that feels crafted with a personal touch—whether through thoughtful customer engagement or a carefully told brand story—can have a much stronger impact than a campaign that’s technically efficient but emotionally cold. The lesson here is that the best marketing blends human connection with modern tools.

Moving Forward: Integrating the Old and the New

Returning to Fundamentals

If there’s one overarching lesson to be taken from classic films, it’s the importance of returning to fundamentals. Classic films focused on the basics—strong narratives, well-developed characters, and thoughtful pacing—and used technology to enhance these core elements. Marketers today can learn from this approach. The 4 Ps remain as relevant as ever, and they should be at the heart of any marketing strategy, even as modern technology and digital platforms evolve.

The best marketing campaigns use technology to enhance, not replace, the foundational principles of good marketing. Just as filmmakers in the 1940s worked within the technical limitations of their time to tell great stories, today’s marketers should focus on creating compelling brand stories while using digital tools to amplify them.

Humanising Marketing

At the heart of both film-making and marketing is the need to connect with people. Films that endure are those that resonate with audiences on a deep, emotional level, and the same can be said for marketing. Modern marketers should strive to humanise their campaigns, bringing personal stories, emotions, and values to the forefront.

This doesn’t mean abandoning technology—it means using it to support the human elements of marketing. Whether through personalised customer experiences, engaging content that tells a brand’s story, or interactive digital platforms that foster genuine connections, humanising marketing is the key to building lasting relationships with consumers.

Creating Value

Ultimately, whether in film-making or marketing, the goal is to create value. Just as classic films provided entertainment, insight, and emotional connection, modern marketing should aim to create value for consumers—whether through a product that meets their needs, a service that improves their lives, or a campaign that inspires and engages.

Marketing that focuses on creating real value—rather than simply chasing trends or short-term gains—will always resonate more deeply with consumers. And just as older films continue to be watched and loved today, marketing that prioritises value will stand the test of time.

Timeless Lessons in a Modern World

In an age of rapid technological advancement, it’s easy to get swept up in the excitement of new tools, platforms, and innovations. But as classic films remind us, it’s the fundamentals that endure. Whether in film-making or marketing, the principles of strong storytelling, emotional engagement, and thoughtful craftsmanship remain as relevant today as they were 80 years ago.

For marketers, the 4 Ps of marketing—Product, Price, Place, and Promotion—offer a timeless framework that can be adapted to the modern digital landscape without losing their essence. Just as classic filmmakers used the tools available to them to tell great stories, today’s marketers can use modern technology to amplify their campaigns, provided they remain rooted in the principles that have always made marketing effective.

In the end, the lesson from classic films is clear: technology will continue to evolve, but the need for meaningful stories, human connections, and real value will never change. By blending the best of the old with the innovations of the new, marketers can create campaigns that not only capture attention but also resonate deeply and endure for years to come.

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By Phil Avery