Industry Report: Marketing
Winning your audiences: marketing movies in the connected world
- Winning the audience’s attention is one of the toughest challenges faced by the entertainment industry in today’s connected world. You can no longer count on having an excellent story and a masterfully shot film or show. It’s now just one important step in the complete picture. Producers, distributors, funding bodies, viewing platforms and cinemas will all have to start looking much more closely at the questions of ‘who is my audience’ and ‘how should i meaningfully reach them’ to ensure that the equation has the best chance of stacking up when it comes to screening time.
Fortunately we live in a time where this is easier than ever with access to all forms of digital marketing, from mobile to social media. They offer any would-be marketer many important opportunities to test, define, reach and sell to their audiences. But doing so is not without its caveats. The digital marketing landscape is bewildering, complex and moving as quickly as Silicon Valley funding.
Gruvi tackles head first many of these challenges in their day to day activity, trying to stay on top of innovations that can help hedge the risks to be expected in the future. Winning Your Audiences. Marketing Movies in the Connected World draws on tried and tested strategies and practices in order to offer actionable insights applicable for all those involved in the movie and entertainment industries.
In this book, Ben Johnson and Mirona Nicola go into detail about how the film industry functions today. The quirks and complexities are examined in the first chapter of the book, followed by an in depth dive in the what, why, and how of online marketing.
Winning Your Audiences focuses on the wider politics and economics that influence the current operation of film distribution- from rising ticket prices (at a yearly growth rate of 2,91% over the last decade), to the threats indies face when they are forced to operate in a system of blockbuster economics. The picture is rendered even more complex by the rise of other formats (especially television) as well as inside competition, from other indies. In 2016, films with an original screenplay achieved an average box office return of $12.5 million. A closer look reveals that even the most successful independent films with an original subject fall below this average (e.g. The Lobster [+see also:
Q&A: Yorgos Lanthimos
film profile], with a box office of $9.1 million). By comparison, movies based on comics or graphic novels brought in more than 10 times that, at an average of $127 million.
In subsequent chapters, the authors of Winning Your Audiences discuss the fragmentation of audiences and their attention, as well as other changes forced on the industry by the internet. These are deeply connected with the paradigm shift that has transformed attention into a valuable currency. Winning Your Audiences discusses methodologies and tactics to maximise the ability of distributors, producers, filmmakers to reach and engage audiences online. The book includes various case studies that emphasise a series of good practices, such as:
* adapting creative according to various channels (including Facebook, YouTube, Instagram);
* using online tools for virtually free access to audience research;
* creating and following a timeline that ensures a marketing budget is spent efficiently;
* identifying and following relevant performance indications and approaching marketing as a more organic, flexible process that requires testing and adjustment.
A third section is planned for later this year that will examine the future of the entertainment industry and the impact future changes will have on how to find your audience.
Winning Your Audiences. Marketing Movies in the Connected World is available as a free download on Gruvi’s website: http://bit.ly/2lZrERI.