Social Media and Film Marketing: A study on Genre Marketing Pre- and Post-Pandemic
Files
Publication Date
Summer 2024
Digital Publisher
Digital Commons at St. Mary's University
Keywords
Social Media; Marketing; Movies; Film studios
Description
The last few decades has introduced advancements of technology that have allowed for unprecedented connectivity among people worldwide through the utilization of mobile phones, social media, and new digital marketing trends. Marketing managers at film studios with the help of social media now utilize social media platforms such as Youtube, Tik-Tok, and Instagram. engagement. Movies such as the Barbie Movie (2023), Avatar the Way of Water (2022), Spider Man No Way Home (2021), Bad Boys for Life (2020), all employ different marketing methods in their various campaigns that are all ated by the genre in which the film’s story is being told. In 2020, the COVID-19 pandemic created large widespread restrictions that impacted consumers ability to physcially go out and see a film. This resulted in a major push in film marketers to change how they market their films. Part of the shifts in the prioritization of marketing methods from creating anticipation and informing consumers about a new film project; to the maximization of audience. There is a positive correlation between audience engagement and the success of a film with a trend of the highest amount of engagement being on the date of the initial trailer release of a film and the date that a film opens in theaters. Films that are marketed with their genre taken into a large consideration garner more positive consumer engagement. There are also outside factors that could affect the success of a movie such as how accurately and aggressively the correct audience demographic is being marketed to.
Format
MOV
Medium
video
Size or Duration
17 minutes, 55 seconds
City
San Antonio, Texas
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
