A report from Reuters recently came out stating that marketers are entertaining the idea of spending a higher percentage of their marketing budget on social media campaigns. According to Lions Gate Entertainment Corp Chief Executive Jon Feltheimer, studios will look to spend less on TV ads and more on online promotions. The Hunger Games (over 5 million fans on Facebook) is used as an example of a successful movie that relied heavily on social buzz. According to Feltheimer, their marketers saved $15-$20 million by taking an online-heavy media approach.
Almost every big-budget movie these days has a robust Facebook and/or Twitter following. Many studios are handling their movies’ social media accounts in-house or hiring an online marketing firm to assist them with their social media marketing efforts. On social media, you can precisely target individuals who would be interested in your movie instead of throwing the dice on a TV ad. Additionally, you can hit fans and followers with multiple posts, instead of just once on TV. Not only can you keep the messages flowing as they lead up to a movie’s release, but you can also re-activate fans and followers during the DVD/Blu-Ray release and any sequels. Finally, there’s the simple fact that full 2-minute movie trailers can be viewed at any time online, as opposed to 30 second TV spots.
It’s no surprise that people talk about movies on social media. Right now the most buzzed movies are The Hunger Games and The Avengers. In fact, during the opening week of both movies, my Facebook news feed was full of friends talking about those two films. Beware, though – poor social media reviews can also doom a movie. According to experts, Bruno was one movie that was done in by negative social media buzz. I guess that’s one good thing about running television ads – your TV can’t tell you how bad a movie is.
- Think like a Marketer, Operate as a Consumer (soshable.com)