Category Archives: Movie Marketing

Reinventing the wheel with every release

There’s not a whole lot that’s new in this story about marketing movies to young audiences and the challenges therein, but this is the key graf that looks beyond that to the problem with the whole darn system.

With so many movies being produced, you would think it would make it easier for studios to retarget the same or similar fans from one movie to the next. But studios tend to market each film individually, as if each were a newborn baby, often starting from scratch to build an audience, market the film, and distribute it. For example, the “Hunger Games” demographic is probably similar to those who will go out and watch the upcoming, similarly-themed film “Divergent.” Nevertheless, because of the nature of the studios and the manner in which they’ve been marketing films in the past, the studio will likely start from ground zero. And every movie, each time, is treated like its own little startup, with new people, new PR, new marketing, new everything. Talk about expensive – and tiring!

via Getting ‘Gen Z’ into movie theaters | PandoDaily.

There’s more behind the “short trailers” directive than starting movies on time

So yeah, this is happening:

In a move sure to ignite plenty of debate in Hollywood, the National Association of Theater Owners has released voluntary guidelines calling for movie trailers to be no longer than two minutes — 30 seconds shorter than is the norm.

The guidelines also specify that a trailer cannot be shown for a movie more than five months before its release. Nor can marketing materials be displayed inside of a theater for a film more than four months away from release.

via Theater Owners Enact New Guidelines Calling for Shorter Movie Trailers – The Hollywood Reporter.

A couple thoughts:

One: This has to also be about in-theater advertising at some level. If they can cut down the time the trailers take it’s more likely that time would be filled by additional ads and not used to speed up getting to the feature film.

Two: I still don’t get why there aren’t more “internet-only” trailers that are created that go outside the 2.5 minute restrictions. If studios can’t put the trailer they really want in theaters, they can still put it on their own sites. Come on, this is no-brainer.

Movie trailers have changed, man

A great piece on how movie trailers have evolved over the years and why trailers from just 10 or 15 years ago seem hopelessly square and odd by today’s standards. Absolutely worth reading and here’s the story’s thesis statement:

Ultimately, it’s because a trailer is built around the advertising ideas and dominant media of its time. In other words, a trailer is as much a product of its media environment as it is reflective of the film it’s selling.

via Why Classic Movies Have Terrible Trailers – Adrienne LaFrance – The Atlantic.

More on what movies will be promoted during the Super Bowl

The list isn’t huge – though a later update adds Noah to the list – since studios may be playing a longer game and looking at less expensive events later in the year. A stark change from seven or eight years ago, when it seemed a full quarter of Super Bowl ads were for movies.

Instead, all of the tentpoles without Super Bowl pushes will get promoted elsewhere — perhaps during the upcoming Winter Olympics, which will also attract a massive audience and cost slightly less for airtime. Or their studios will go straight to the Web with trailer launches, a move that will quickly get the ads shared to audiences via social media and prove more cost effective.

via Which Movies are In, Out of the Super Bowl | Variety.

Thank God I wasn’t college material

Chris Thilk:

An interesting post about the value of higher education and how it might not be for everyone. He might have a point, that there’s value in vocation-specific advanced learning but that the stigma assigned to those who opt-out of the system needs to be lifted.

Originally posted on The Matt Walsh Blog:

I remember when I first learned that I was destined to be a failure.

I think it was ninth grade, or maybe tenth, and I was sitting in afterschool detention. I’d been sentenced to hard time for being late to class, even though I had a valid excuse. See, I was only late because I hated school with a burning passion. I dreaded every class, every assignment, every test, every worksheet, every mound of busywork, every shallow and forced interaction with peers I couldn’t relate to or connect with or understand; every moment, every second, every part, every inch of every aspect of my public educational experience. I hated it. I hated all of it. I was suffocating.

It had been ten years of public school up to that point and it wasn’t getting better. It never would, and I knew it. I was able to hang on for a long time, managing adequate grades, even…

View original 1,357 more words

Pitch Perfect buzz

This is the second story I’ve read recently about Fizzology and their work mining social media sentiment for Hollywood studios.

Handley and her analysts found a surprise: The film, which hadn’t yet been released, was drawing buzz on Twitter among college students. Not only that, but much of the social media conversation was coming from men–and Universal had previously banked on the film, whose biggest stars were actresses, primarily attracting a core female audience of Glee fans. They unexpectedly discovered that many people paying attention to Pitch Perfect on Twitter didn’t appear to mention Glee on social media, and that an unexpectedly large number of positive tweets came from males who had attended screenings with women in the expected core audience.

via “Pitch Perfect” And How Analytics Are Transforming Movie Marketing | Fast Company | Business + Innovation.

Tracking 2014 movie buzz

Two separate stories about tracking buzz and anticipation for some upcoming movies:

First, Buzzfeed and Variety are working together to track social media buzz and headlines around the movies nominated for Golden Globes.

 The BuzzFeed Movie­Tracker (methodology below) measured online interest for Dec. 15-29 and found “Wolf of Wall Street” racked up most page views for best picture drama, with Leonardo DiCaprio on top as lead actor.

More generally, the LAT reports on research from Fizziology about buzz for movies coming later in 2014 to see who’s getting strong word-of-mouth lifts.

Research firm Fizziology used social media data to rank the 10 most buzzed-about movies for the upcoming year and gave the top spot to “Divergent,” Summit Entertainment’s futuristic action-adventure coming out in March. The movie is getting “Hunger Games”-like buzz from young female fans of the young-adult book by Veronica Roth.

100 years of movie trailers

Huh. If I were still running a movie marketing blog I might have a field day with this news.

Once an afterthought filmed with cue cards after a picture wrapped (hence the term “trailer”), the coming attraction has become Hollywood’s primary marketing salvo, a staple of Super Bowl commercials and YouTube, where surfers watched 1 billion trailers the first three quarters of 2013, the most recent figures available.

via After 100 years, movie trailers are still must-see viewing.

OMG a Tweet in an ad! Let’s all freak out RIGHT NOW!!

This isn’t all the shocking. I’ve seen tweets pulled for trailers and posters in the past. But I guess it’s a big deal, necessitating no end of media hand-wringing, when they’re used in a paid ad placement and when the quote in question comes from a big-name critic.

In a case of the digital snake eating its own tail, the New York Times ran a full-page print advertisement on Saturday that featured a single tweet from its critic, A.O. Scott, flacking the movie “Inside Llewyn Davis.”

via New in Movie Marketing: The Printed Tweet | Re/code.

I could say more, but I’ll just include the new trailer for Muppets Most Wanted, which either intentionally or not offers some meta-commentary on the situation.