Film Marketing via Social Media Sites
November 13th, 2009 by Kanani SouzaSo it’s Friday the 13th, and somehow I always feel inclined to watch a film from the horror series titled as such on a day like today. At this very hour in the islands, the looming thunder clouds and lightning flashes only add to the ambiance of the impending doom that is associated with the number “13” and Fridays. Just heed my warning that Camp Crystal Lake is probably not the best place to be at the moment (if such a place even exists outside of movieland). But fo’ reel… how did a day of the week and a number become so unlucky? Check out this article that I read in the Ball State Daily News to find out more.
On a lighter note, I am compelled to make mention of social media marketing and its relativity to film marketing specifically. I know most tech savvy people are on Facebook, Twitter, LinkedIn, Blogger, etc. For the sake of argument, even if you are not tech savvy, but you know someone who can show you the ropes, you too are probably on these social media networking sites. Every time I log into my Facebook account, I gasp at the amount of networking power that is at my disposal. We have the ability in the 21st century to reach thousands of people all over the world through these sites. And the best part is that these sites are free- for now that is. So how has this changed the way films are marketed?
Well, besides the usual print advertising and trailers that can be seen on studio websites and TV, movie companies are using social media sites to get people involved and promote interaction. According to a blog by Eleven Marketing, movie companies are using Twitter, most notably, in “providing insight and commentary in real time (i.e .on location during shooting), promoting special contests and sneak previews, and facilitating collaborative video production experience.”
Luke Buckmaster, blogger of Cinetology, had this to say about the online media marketing of Paranormal Activity, the low-budget horror flick which grossed a fortune at the box office:
Before I had seen the film I had already engaged with it — and inadvertently helped to promote it — on two social networking websites. Two weeks ago one of my Twitter film colleagues ‘re-tweeted’ a link advertising free screenings across the country. I followed the link to Facebook, where I was essentially bribed to ‘become a fan’ of Paranormal Activity in order to collect my tickets. I followed the instructions, a willing accomplice to the film’s marketing strategies (the more people become a fan of something on Facebook, the more it is exposed to others).
If that wasn’t enough on the social networking front, at the free screening everybody in attendance was given a slip of cardboard encouraging them to “tweet your scream” to go in the running to win Paranormal Activity prize packs.
The fact that an invitation to a media screening for Paranormal Activity arrived in my inbox almost a full week after I had already confirmed (along with all the other freeloaders) to attend a preview screening via Facebook says something about the importance Paramount Pictures are placing on online marketing and pre-release word of mouth.
Marketing films via social media networking sites can be a downfall for social media users who are not welcoming of such antics, but for the most part, it can be a win-win situation for movie lovers.
November 13th, 2009 at 11:00 am
Interesting points, do you believe that social media networking sites should charge, why or why not? If so, what price point would you say be fair? Or should those using social media networking sites for advertising bite the bullet and pay?
November 13th, 2009 at 2:09 pm
I totally agree that social networking is the way to go to advertise and network with other people that are in the film industry. This is why I created The Hawaii Actors Network which is the only social network for Hawaii's actors, filmmakers, photographers, talent agencies, casting directors and screenwriters. This service is free to everyone. This was my way of giving back to the film industry here in Hawaii and help others to find work. Please check it out- http://www.hawaiiactors.com.
November 13th, 2009 at 7:20 pm
Thanks for the comments.
Lele: I do not think that social media networking sites should charge media users, however, I can understand why they potentially would want to do so. I think they should not charge because the free access to certain social media sites are the biggest perk and is the reason why people use such forums. I do not know at the moment what I think a fair price would be to charge people. At the moment, social media networking sites should continue to earn revenue through the selling of advertising. I think this has been a fair format thus far (offering a win-win situation for everyone), and should continue to work in the future.
Teddy Wells: Hey there! I have been to your site several times in the past, as a few friends of mine currently use the site to promote their acting carreers. I commend you for your site, as it is interactive and a valuable networking tool for the local film community. Keep up the good work!