Filed under: movie marketing

Winning The Moments That Matter

London

It's been a while since I posted my last comment and a lot has been going on. But before getting to that, I wanted to talk about the Marketing Movies Online Conference, organized by DIVA (Diversity in Visual Arts) held last wednesday 13th at London's Film Museum. Since I was in London during the week, I was able to attend and now, I wanted to share some notes with you.

Common problems arose, as getting to know your audience, active engagement and ROI, with lower budgets. But I wanted to focus on solutions, and share with you some information that Mr. James Cashmore (Director of Media and Entertainment, at Google UK) gave us. 

Google

Cashmore stressed the value of winning the moments that matter, in order to bring some light on the problems stated before. Google reported that online searchs about movie ratings and reviews have doubled from 2009 to 2011, which leds us to think that the interest to discover upcoming films has increased. Good!

In fact, during this period, one third of the generic movie searches perfomed by Google users where about new releases, trailers and showtimes. And two thirds were searches with the title + trailer / dvd / showtimes / whatever. Cashmore stated Awareness, Discovery and Action as the main reasons for movie-Googling

The thing is that queries in Google Mobile have increased more than queries on YouTube. The exact numbers were:

  • 58% Google
  • 20% YouTube
  • 22% Google Mobile

With this in mind, Google displayed a calendar of events and the reactions received by Google, YouTube and Google Mobile users during several movie promotion campaigns. For instance, during the 23 week before the film release, most of the queries were about the teaser trailer. 13 weeks before the release, about the trailer. 6 weeks before, about the trailer, cast and some generic details. On the releasing day, queries were about showtimes, cinemas, and reviews. And from 3 weeks after and on, mostly about merchandise.

However, the most important part of the study was to highlight where the queries were made during this calendar. Thereby:

  • YouTube resulted as the main tool for queries for early awareness (teaser trailer and trailer, mostly), which is not a big surprise, BUT,
  • From week -3 to release, Google Desktop increased the queries received AND
  • From two weeks before the release to two weeks after, Google Mobile was the King.

Screen_shot_2012-06-25_at_11

Screenshoot from "James Cashmore Director of Media and Entertainment, Google UK Ltd Keynote: Being Found Online Marketing Movies Online Conference 13th June 2012"

Good thing to know: people are using smartphones to make the final decision of going to see a movie, and since they are mobile, movie marketers have to capture local demand thinking mobile.

Cashmore's advice was to focus online film campaigns by two main goals:

  1. Maximize trailer views and Create interest (to assure the decision to see a movie) and
  2. Capture local demand (to assure the decision to go to the cinema)

This is what I found most interesting, but the whole keynote was great. You can check it here.

So, what do you think? Tweet me @lenatwit 

It's been a while...

Changeofplans

Yeap. All my fault. But the thing is that I am not really proud of the content of this blog, so instead of keep writing, I always left it at the end of my to-do list. I'm sorry.

I'll try again, because I have some anoying geek friends who keep pushing me to write some stuff of what I do, but specially of what I think. Like this was a cathartic tool to my professional frustrations or something...

I have to tell you that nowadays I am more into film development rather than into social media or movie marketing. I think most of the mistakes of current theatrical releases could be avoided in a well planned development phase, and I am getting really tired of working as a community manager instead of reading screenplays and elaborating marketing plans, and thinking of strategies, or, let's say it, producing great movies... So maybe you get to read more posts related to development than to social media or movie marketing. Hope it's ok for you.

See you!

 

"Film Forecaster", a tool to help predict the box office from Twitter data

I just read in Gonzalo Martin's blog that the USC Annemberg Innovation Lab has released a tool to analyze the amount and quality of the tweets (positive or negative) related to a movie release during a weekend. You can see the example from this weekend here. Gonzalo asks if looking at the first samples, some communication actions could be done to reconduct negative buzz and promote the theaters attendance at the last moment, thanks to these kind of tools and geolocalization. It seems to me a tool with a really interesting potential, and I can imagine a scenario like in Truman's Show, where all movie marketers will be following social networks during all the weekend, to see exacly what are our Trumans, sorry, our potential audience, saying and doing. It has an evil touch, but I have no doubts that it could be a key tool to understand why successes and failures happen, and also, like Gonzalo says, to live reconducting little buzz crisis. However, I ask myself how tweets are classified, in an automated manner, between beign "positive" or "negative" buzz of the movie. With key words? Do they consider sarcasm and irony? What about neutral informations? It would be interesting too to obtain information about the causes of this positive or negative buzz: if we detect that there's a lot of negative buzz about our movie release, the very next thing we are going to need in order to reconduct the situation is to know why. It may help some "most used words" analysis in each category? How could we do this qualitative analysis in a massive and automated way? 

Jjjjj

Top20 of the Spanish Cinema production of 2010: looking for the success formula!

¿What do they have in common (and not in common) the top20 Spanish films of the last year? ¿Which elements worked out on 2010 to reach a bigger audience? With some data published on the Spanish Film Academy's magazine (and from BoxOffice.es) I have created a table to analyze the most successful Spanish films in terms of Spanish box office, and the elements of these movies that could be key elements related to their success.

Continue reading

Read the rest of this post »

MOVIE MARKETING on SOCIAL MEDIA

Two weeks ago, Marta Baldó from WAW invited me to give a talk in the Master of Movie Marketing, Distribution and Sales from the ESCAC, the Catalonian School of Filmmaking. As an ex-student of the Master Degree, it was a whole new experience to be on the other side and give some - hopefully - useful advice to the students of this 4th edition.

The keynote is made from an eminent practical point of view: which are the most used actions and techniques on social media for movie releases, with some first hand experience advice. Instead of looking at all the posibilities, I focused on giving simple ideas that nowadays, are almost a MUST for every project.

As I think that working in social media without following a global strategy has no sense at all, the second part of the presentation talks about other usual practiques in the online world of movie promotion. The idea is no longer "to do something on social networks" but "to integrate the online in the general marketing strategy", and "online" could mean websites, banners, actions on social networks or non of the above. As always, it would depend on your goals and the strategies you have planned to reach them.

Online Movie Marketing on Social Networks
What do you think? Should we talk about it? :)