8. That’s why I want to discuss:
E-Marketing
in the
Film Industry
9. What are the current marketing
trends in the industry?
Television
advertising usually
accounts for 70-75%
of a film’s marketing
budget.
However, people are
generally more
engaged on the
Internet, and are
spending more and
more time online
each year.
10. So why don’t studios spend
more time and money on
E-Marketing?
12. The industry could eventually
suffer if it doesn’t make a
greater effort to market a wider
variety of films.
E-Marketing
is the most logical way to do it
13. But what’s wrong with
current industry trends?
I’m glad you asked…
14. People are getting tired of the old
predictable
They want to be surprised at the
theater with creative, exciting, and
original films.
But….
15. These films are
struggling…
Too risky to finance an original film with no
pre-existing fan base or recognition.
When one is financed, little $ is spent on
marketing it in order to minimize risk.
Therefore, the film will most likely gain
little awareness, perform poorly at the box-
office, and eventually be forgotten.
16. So studios are putting most of their marketing
$$$ toward sequels and blockbusters
17. They need to make sizable marketing
investments on smaller films as well, in order
to give them a chance at the box-office.
If $50 million is spent to market a $150
million (budgeted) movie, but only $5 million
is spent to market a $15 million movie, can’t
you only expect 10% of the awareness of
the larger movie??? The proportion is the
same, but the effect won’t be.
18. If a film is great and can
resonate with people, don’t
worry about its low budget or
commercial prospects. Spend
the time and money and spread
the message.
19. In 2008…
The rights to a certain film were purchased by Warner
Independent Pictures and later transferred to Warner Bros.
The budget of the film was a miniscule $15 million.
It sat on the shelf for a long time and wasn’t released.
Warner Bros. didn’t think it would do well at the box-office
and planned for a straight-to-DVD release.
The DEATH KISS for a film.
Fox Searchlight Pictures later made a deal to buy 50% of
Warner Bros.’ interest in the movie and split distribution
costs.
The film was finally screened at film festivals and was given
a limited theatrical release on November 12, 2008.
21. So…it’s
possible.
If studios make the effort to market their
original and well-made low-budget films,
they will realize greater profits than they
would by only focusing on blockbusters,
and the public will regain a more positive
opinion of the film industry.
22. By utilizing E-Marketing
strategies, a studio’s
campaigns will become:
Less Expensive
More Creative
More Engaging
More Successful
More Diversified
23. Does CRM Pertain to Film?
YES (in a different way than in most industries, but yes)
Target market engagement is key.
Getting the target market involved.
Creating relationships, excitement, and anticipation.
“Recognizing a customer’s role” is the first rule.
Paying attention to where they are and what they
want.
Establishing a system of 2-way communication
Retain the customer’s interest even after the film has
left theaters.
24. People are loyal to franchises,
directors, actors, etc.
Creates a basis for CRM.
Case in point:
25. A great example of online CRM in the film industry
Star Wars is a brand
Customer (fan) loyalty is critical
“Expanded Universe” includes
books, videogames, TV & radio
shows, etc.
Starwars.com includes
movie/show/videogame info, a
blog, a store, an encyclopedia,
featurettes, clips, links to fan
sites, and more.
Major presence on online
forums and various sites.
26. It can be very beneficial
Other franchises such as The Lord of the Rings and Harry Potter
also employ effective online CRM strategies
“Pottermore” is an exclusive online club for Harry Potter fans
that gives them access to previously unreleased material and
allows them to purchase Harry Potter e-books.
These are high-profile examples, but any film can implement an
online strategy through sites, blogs, forums, games, social
media, etc., that allows them to retain customers and get them
interested in movie products or other films from the same
studio, franchise, actor, director, or writer.
It’s all about ENGAGEMENT.
28. Viral E-Marketing
Engages customers on a
whole new level.
Uses the Internet to rapidly
spread information
Creates discussion between
friends.
Crosses cultural boundaries
and draws media coverage.
29. Some films have used it
successfully, but only a
relatively small number
30. Paranormal Activity
$15,000 budget.
Shot in 7 days in the director’s home.
Films this small almost never make it to theaters.
Owned and distributed by Paramount and Dreamworks SKG
Film had no hype prior to production, no recognition for the
director or actors, an unknown concept, and no fan base.
Ended up grossing $193.4 million worldwide and spawning
two sequels.
HOW???
31. A Brilliant Viral e-Marketing Campaign
No generic horror trailers or traditional online display ads.
Videos/trailers released on various sites and online
communities that showed the effects of the movie, not just clips
from the movie itself.
People screaming
People claiming they weren’t able to sleep
“The scariest film I’ve ever seen” comments
Midnight screenings in college towns (target market)
An Eventful page that allowed people around the country to
“demand” the movie be screened in their city.
Paranormal Activity was screened in those markets and attracted
even more hype.
Excitement, anticipation, and social media FRENZY
39. Viral E-Marketing
The most dynamic way to engage customers.
Creates an unprecedented level of excitement
and anticipation.
Results in enormous box-office success if
executed well.
So what should studios be doing?
40. Studios should be focusing
more on original ways to
reach their target markets
online instead of spending
so much time and money
on television and print ads.
41. Founded in 1999
Over 2.2 million unique visitors monthly
Collects and posts reviews for every film from film
critics and journalists around the country.
Each film has a “Tomatometer” score, which is the %
of positive reviews that the film received.
Over 60% is “Fresh”, under 60% is “Rotten”
If a film has over 40 reviews and its Tomatometer
score is greater than or equal to 75%, it is “Certified
Fresh”.
42.
43. The go-to site for movie reviews and opinions.
Can make a film marketer’s job very easy or very
difficult.
Can significantly help a film generate great word-of-
mouth and lead to incredible box-office success.
Can also practically destroy an entire campaign and
negatively influence others’ opinions of a movie.
Needs to be closely analyzed and monitored by film
studios during marketing campaigns.
