The Film Industry Has Had Some Hurdles To Navigate – Film Marketing Trends: Insights from the Entertainment Marketing Summit

Over the past few years, the film industry has had some hurdles to navigate. However, it seems to have weathered the storms and made a healthy comeback - this time with higher stakes. At the annual Entertainment Marketing Summit this year, hosted by Variety and presented by Deloitte, film marketing executives gave insights into how film marketing is having to adapt. Let's dive into the key things brought to light. 

Subscription Platforms 

It might go without saying that streaming platforms have seen a huge boom over the last decade. However, in such a saturated market, these platforms are competing to be noticed. This is why many subscription platforms provide offers for new customers - something that has been tried and tested in many industries. Take online casinos, for example. Players can find many casino bonuses for new customers such as free spins, deposit bonuses, and rewards. These offers make the platforms stand out from the rest, and allow players the opportunity to 'try before they buy', reducing the risk of the purchase. 

According to the marketing moguls, subscription streaming platforms have become so popular due to the fact that movies are available on demand and can be enjoyed at the viewers' leisure, along with the personalisation of content and recommendations. That said, signing up for a set fee every month can be quite a commitment. Therefore, using the same logic as online casinos, streaming services typically provide new customer bonuses like free trials, day passes, and discounted payments to attract a wider audience. 

Source: Pixabay

Immersive Events 

Due to the influx of streaming services and their new customer bonuses attracting more film fanatics, cinemas have also had to up the ante. According to Dwight Caines of Universal Pictures, this has led to movie screenings transitioning towards immersive experiences to differentiate themselves from watching the movie on-demand from home. This is so much so that the immersive entertainment market is expected to reach £406.7 billion by 2030.

Put simply, immersive entertainment employs innovative technologies to enhance user experience. In the case of movie screenings, this might be things like surround sound, 3D visuals, 4D experiences, and utilising cutting-edge high definition monitors. These technologies all make the screening unique and an event, encouraging people to head out to the cinema. 

Source: Pixabay

Influencer Marketing 

Influencer marketing is another technique that has seen continued buzz. Whilst paid influencer marketing is still successful, more and more consumers are looking for organic reviews rather than those that have been requested. With this in mind, gaining organic traction on social media has proven to be as impactful – if not more so – than paying for shoutouts from influencers. 

Of course, the best example of this in action was seen last year thanks to an unexpected team-up between Universal and Warner Bros - or, the 'Barbenheimer effect'. According to Warner Bros, this was a complete surprise. However, by leaning into the organic social media frenzy, the two companies were able to play up to the trend and take advantage of the chatter. 

As you can see, whilst films are getting a digital makeover thanks to streaming platforms, so too are the ways that films are being marketed. By reducing the risk of purchase, creating immersive events, and focusing on organic promotion, film marketing is entering a new era.