Lights, Camera, Promotion! How Social Media is Rewriting the Rules of Movie Marketing
"Uncover the secrets to captivating audiences in the digital age, turning likes into box office hits with innovative social media strategies. Is your film ready for its close-up?"
The film industry's relationship with marketing is evolving. Once a latecomer to the digital scene, cinema now sees online marketing as essential. While some films have leveraged viral campaigns to achieve box office gold, the industry still needs to fully embrace the potential of social media. The recent "I Jornadas de marketing online para la promoción del cine español" (Online Marketing Conference for the Promotion of Spanish Cinema) and a special issue of Academia. Revista del Cine Español dedicated to the topic highlight this growing awareness, urging industry professionals to recognize the advantages of online communication for audiovisual projects.
Effective marketing is vital. Without it, there are no viewers, no films, and no industry. The audiovisual sector, particularly film, must acknowledge the power of promotion and the communication opportunities presented by social media to attract audiences and boost ticket sales. While a strong marketing campaign requires investment, it's more about changing perspectives—viewing it as a value-added asset rather than a mere expense.
Communication has undergone a seismic shift, now encompassing countless ways to convey ideas and messages. It's no longer just about advertising or promotion; it requires an integrated communication strategy. Digital media is now indispensable and should be central to any campaign. Social networks spark emotions, generate ideas, shape opinions, and build communities, creating connections that, when combined with traditional media and public relations, can draw audiences into theaters. The goal? To create buzz and spark viewers' interest.
Unlocking Audience Engagement: Social Media Strategies for Filmmakers
So, how do you create that all-important buzz? First, producers and distributors need to shift their mindset and see the communication budget as an opportunity. Second, they need to involve publicity and promotion experts who know how to manage both investment and communication effectively. In the United States, this is standard practice; experts are brought in early, and a significant portion of the budget is allocated to promotion, viewed as an integral part of production costs. They treat digital campaigns as extensions of the film itself, developing innovative communication models that can lead to massive box office success, often regardless of the film's inherent quality.
- Crafting a Digital Strategy: A marketing plan should support the promotion of films heading for release.
- Communication's Role: Encompasses actions to attract the audience and stimulate demand.
- Combining Media: The key to a campaign's success lies in combining different media within a multichannel strategy.
- Social Media Revolution: The speed and immediacy of social media have revolutionized communication, demanding more promotional content than ever before.
- Two-Way Communication: One-way communication is no longer enough; creativity means going beyond a simple message.
- Online Marketing: Built on existing offline actions, it adds new forms of interaction and complementary channels.
- Essential Platforms: A Facebook and Twitter presence are vital. Depending on the film, YouTube, Pinterest, Instagram, Tumblr, and niche social networks may also be useful.
- Concept Development: Involves how different media are combined to reach potential viewers.
- Emotional Connection: Hollywood studios use digital campaigns as film extensions, aiming to bond emotionally with audiences.
- Campaign Goals: Create anticipation and encourage viral sharing to build viewership.
Final Thoughts: Adapting and Thriving in the Digital Age
The approach to film marketing has fundamentally changed in the digital environment. The audiovisual sector must adapt promotional campaigns to meet the demands of digital consumers, using new tools and communication strategies to engage viewers. A diversified communication strategy is invaluable, providing content and formats that offer additional information and encourage sharing. User-generated content is increasingly important, influencing viewing decisions. Social media actions that facilitate user-to-user sharing are key.