Saving Private Ryan, prior to release, was marketed off two things: 1) the realism which it is now so famous for and 2) the success and popularity of Steven Spielberg.
The film changed the way war movies were made and the filmmakers were aware of this. Market it as more than just the next gung-ho heroic war movie and it will appeal to a vastly larger audience than simply the young male crowd or the old sophisticated film club bunch.
Spielberg himself was famous for his commercial success of Jurassic Park and its sequel The Lost World, as well as critical and awards success with his heavyweight Schindler's List. Pushing this as his next major feature film was an easy way to get audience's flooding to the theaters. Also, the immediate reaction the film had kept its popularity up and made the job of marketers quite easy.
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