Click to Skip Ad
Closing in...
Kristen Stewart Is First American Actress Nominated for César Awards in 30 Years; 'Saint Laurent' Leads with Ten Kristen Stewart Is First American Actress Nominated for César Awards in 30 Years; 'Saint Laurent' Leads with Ten How They Sustained the Times Square Momentum in 'Birdman' VIDEO How They Sustained the Times Square Momentum in 'Birdman' VIDEO 6 Things to Know About Sexy Sundance Breakout 'Diary of a Teenage Girl,' Part of Sundance's Women's New Wave 6 Things to Know About Sexy Sundance Breakout 'Diary of a Teenage Girl,' Part of Sundance's Women's New Wave Sundance Raves About Ewan McGregor as Jesus and the Devil in 'Last Days in the Desert' Sundance Raves About Ewan McGregor as Jesus and the Devil in 'Last Days in the Desert' Watch: Jason Segel on Playing David Foster Wallace in Sundance's 'End of the Tour' (Exclusive Interview) Watch: Jason Segel on Playing David Foster Wallace in Sundance's 'End of the Tour' (Exclusive Interview) Filmmakers, Give Us Your Numbers! Sundance and Cinereach Unveil The Transparency Project Filmmakers, Give Us Your Numbers! Sundance and Cinereach Unveil The Transparency Project Sundance Market Explodes with 'Me and Earl and the Dying Girl' and 'Diary of a Teenage Girl' Sundance Market Explodes with 'Me and Earl and the Dying Girl' and 'Diary of a Teenage Girl' Top Ten Takeaways: Polarizing 'American Sniper' Speeds Past $200 Million; Lopez Trounces Depp Top Ten Takeaways: Polarizing 'American Sniper' Speeds Past $200 Million; Lopez Trounces Depp Arthouse Audit: Panic Time? 'Mommy,' 'Red Army,' 'Black Sea,' 'Cake,' 'Duke of Burgundy' All Disappoint Arthouse Audit: Panic Time? 'Mommy,' 'Red Army,' 'Black Sea,' 'Cake,' 'Duke of Burgundy' All Disappoint 2015 PGA Winners: 'Birdman' Steals 'Boyhood''s Awards Season Thunder 2015 PGA Winners: 'Birdman' Steals 'Boyhood''s Awards Season Thunder Watch: Nicole Kidman Talks 'Strangerland' at Sundance (Exclusive Video Interview) Watch: Nicole Kidman Talks 'Strangerland' at Sundance (Exclusive Video Interview) Sundance Acquisitions Market Heats Up with 'The Bronze' and 
'The Witch' Sundance Acquisitions Market Heats Up with 'The Bronze' and 'The Witch' Sundance: Netflix Inks Four-Picture Deal with Duplass Brothers Sundance: Netflix Inks Four-Picture Deal with Duplass Brothers Early Reviews Portend Sundance Breakout in Stylish Historical Horror 'The Witch' Early Reviews Portend Sundance Breakout in Stylish Historical Horror 'The Witch' Sundance: 5 Things to Expect From Alex Gibney's Damning Scientology Doc 'Going Clear' Sundance: 5 Things to Expect From Alex Gibney's Damning Scientology Doc 'Going Clear' Martin Scorsese Breaks Long-Awaited 'Silence,' Set to Begin Filming This Month Martin Scorsese Breaks Long-Awaited 'Silence,' Set to Begin Filming This Month Watch: Meet the Women of 'Birdman' (Exclusive 4-Minute Featurette) Watch: Meet the Women of 'Birdman' (Exclusive 4-Minute Featurette) Watch: Hitchcock's Thwarted Holocaust Documentary Comes to HBO Watch: Hitchcock's Thwarted Holocaust Documentary Comes to HBO Best Actor Oscar Predictions 2015 UPDATED Best Actor Oscar Predictions 2015 UPDATED Oscar Predictions 2015 Oscar Predictions 2015

Movie Marketing as Social Network: Official Site vs. Facebook Page

Thompson on Hollywood By Sophia Savage | Thompson on Hollywood October 1, 2010 at 12:35PM

Ad Age marketing whiz Chris Thilk is disappointed by the official websites for most films. He often asks, "That's it?" after not finding relevant info: bios, multiple trailers, image galleries, etc. Social networking sites (say, Facebook) feature "like" buttons that take advantage of fans as pro-bono marketers. Thilk thinks that it's possible to use such tools to build publicity and attention for a film from its own dedicated site.
4
Thompson on Hollywood

Ad Age marketing whiz Chris Thilk is disappointed by the official websites for most films. He often asks, "That's it?" after not finding relevant info: bios, multiple trailers, image galleries, etc. Social networking sites (say, Facebook) feature "like" buttons that take advantage of fans as pro-bono marketers. Thilk thinks that it's possible to use such tools to build publicity and attention for a film from its own dedicated site.

Here are his three recommendations:

- "For one, commit to the conversation. There's often no response from studios on the Facebook page to fans' declarations of excitement to see a movie or how much they like the new trailer. If a profile is meant to up the engagement and connection to the movie, then facilitate that.

- Next, adopt the hub-and-spoke model of online publishing. The official website -- a presence the studio can customize the look and feel of and otherwise completely own -- becomes the repository of everything, with updates being pushed out to the social outposts. Build social sharing into each component of the official website, so that those who are visiting it can also share what they like with their networks.

- Finally, put tactics in place that are sustainable. I've noticed movie Facebook pages using the same tactic as other consumer goods and making some material only available to those who "Like" that page. That's to reward such behavior, which generates an update from that user to his or her network, theoretically increasing the exposures/impressions that can be counted. (There are 17 problems with this idea, but let's not get into that now.) But there's long-term value in driving people back to an official website, where they can get a more well-rounded picture of the movie and be exposed to its overall branding more completely."

Bottom line: Go nuts with social networking, it's there to serve you. But, Thilk warns, make sure that your efforts "aren't detrimental to tactics that are more strategic and have bigger, long-term benefits." Sustainable marketing for studios would be to create "a single central online hub" where their entire portfolio of films gets attention from a consistent and growing audience, rather than follow traditional film marketing which is "by and large run as sprints -- short-term ad campaigns -- and not as bigger-picture branding marathons."

An interesting example: The Social Network's Facebook fan page (above) vs. official page (below) vs. their Tumblr news page (also below). Which one will get you to the ticket booth tomorrow?

Thompson on Hollywood
Thompson on Hollywood


This article is related to: Directors, Genres, Headliners, Studios, Web/Tech, Marketing, Media, Thriller, Drama, Biopics, Twitter, Facebook


E-Mail Updates