Social Film Marketing and Distribution

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This is a short introduction in Social Film Marketing and Distribution for the Seville European Film Festival 2010, created by Wolfgang Gumpelmaier.

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  • Austria, New Media Consultant, Project-Manager at filmtiki.com, support filmmakers in finding ways to promote and distribute their movies online, workshops, stragegic concepts, campaigning etc.

    Idea: Fringe Festival, no distribution, Internet – new ways!

  • The theory of the Long Tail says:

    Our culture and economy is shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.

    The term refers specifically to the orange part of the sales chart above, which shows a standard demand curve that could apply to any industry, from entertainment to hard goods. The vertical axis is sales; the horizontal is products. The red part of the curve is the hits, which have dominated our markets and culture for most of the last century. The orange part is the non-hits, or niches, which is where the new growth is coming from now and in the future.

    „People are going deep into the catalog, down the long, long list of available titles, far past what's available at Blockbuster Video, Tower Records, and Barnes & Noble. And the more they find, the more they like. As they wander further from the beaten path, they discover their taste is not as mainstream as they thought (or as they had been led to believe by marketing, a lack of alternatives, and a hit-driven culture).“

    Rule 1: Make everything available -> Share buttons, embedding, tagging
    Rule 2: Cut the price in half. Now lower it.  free? Cheap, sell other stuff
    Rule 3: Help me find it – tag it, hashtags, description, content - everywhere

    Niche Culture


  • Wikipedia: „Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues.“

    Many different forms, like
    Social Networks
    Internet forums
    Weblogs
    social blogs
    Microblogging,
    wikis,
    podcasts,
    pictures,
    video,
    Rating
    RSS
    Widgets
    social bookmarking.“

    What comes with Social Media are words like Word OF MOUTH, Community, Viral, Crowdspourcing,collaboration and so on
  • Only 14% trust advertisments

    We no longer search for the news, the news finds us...
    Teenager (but not only) recommend movies as soon as they are out of the cinema (sometimes even in the cinema) – mobile via Twitter, Facebook, Foursquare...

    There are over 200 million blogs

  • #ff, #indiemm, #filmin140
    Communicate, dm...

    Der Spanische TV-Sender Veo7 hat die Zeichen der Zeit erkannt und launchte als einer der ersten Sender ein Format, das sich mit dem Microblogging-Dienst Twitter beschäftigt. Twision nennt sich die Show, die Twitter und seine User in den Vordergrund rückt und eine Stunde lang live im Fernsehen übertragen wird. Dabei haben die User die Möglichkeit, mit den Moderatoren über den Hashtag #veo7 in Kontakt zu treten und Teil der Sendung zu werden.Land: Spanien
Initiator: VEO7
Quelle: http://www.veo.es/twision/
  • Only 31.2 chose to buy a physical copy.
  • Where is online, where is mobile?

    cinema: about 15% of total revenue, but important for promotion – 2009 was a good year, but trend is going down
    DVD/download:biggest share (about 50%)
    pay TVabout 8% of revenue - decreasing!
    free-to-air TV2004: 27% but decreasing!!
  • New distribution channels, new user behaviour!
    Think different

  • You will ask yourself, how can i use this?
  • When it comes to use social media: search cast members, crowdsource footage, ask people to support you, either finance your movie, help spreading the word for the movie, the director, the cause, tell them to give feedback, share content, rate your stuff and even help to distribute it, demand it and organise screenings

    I have a few examples...
  • - Blogging, Film Skool, Sundance, Community, DVD-baby, Translated in 18 languages
    Star Wreck, one of the most viewed finish movies, iron sky, crowdsourced, but going mayor, crowdfunded...
    spanish, transmedia-project,

  • Pfund: 885.000, IndieScreenings, march 2009 premiere, cause
    Buy a credit: 2 Mio Dollar, Stephen Fry
  • Novel Contest
  • VODO – for their cause!
    Pirate Bay – screenings, festivals etc.
    Was pirated, what they did: used this demand and welcomed the spreading via torrent sites, more people saw their film, people reacted and congratuled them, they even made some money by seling DVDs etc.

    Stonehenge, demand it, mubi, netflix, ...
  • Rule 1: Make everything available -> Share buttons, embedding, tagging
    Rule 2: Cut the price in half. Now lower it. free? Cheap, sell other stuff
    Rule 3: Help me find it – tag it, hashtags,

    Sharing Buttons, RSS, Interact, ...

    Set up a Blog
    Create an Electronic Press Kit
    Social Media Optimisation
    Tell a story
    Use Videos
  • Social Film Marketing and Distribution

    1. 1. Social Film Marketing & Distribution http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier 1/18 An introduction by Wolfgang Gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution
    2. 2.  Platform for Filmmakers and Filmlovers  Founded by Iris Lamprecht in 2008  Launch: January 2009  Re-Launch: August 2010  Online Film Marketing and Distribution  Stategic Consulting etc. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution www.filmtiki.com Source: www.filmtiki.com 2/18
    3. 3. Chris Anderson: „When consumers are offered infinite choice, the true shape of demand is revealed.“ http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution The Long Tail Source: The Long Tail 3/18
    4. 4. Social Media Revolution: „Social Media is a fundamental shift in the way we communicate!“ http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution What is Social Media? Source: The Conversation Prism 4/18
    5. 5.  Social Media has overtaken porn as the #1 activity on the Web  78% of consumers trust peer recommendation  82% spent time spent in social networks  70% of 18 to 34-year-olds have watched TV on the Web  25% of Americans said they watched a short video on their phone http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution Social Media – The Facts Source: Social Media Count 5/18
    6. 6.  500 million users  50% log on daily  Average: 130 friends  Average: connected to 80 community pages, groups and events  Fastet growing segment: 55-65 y. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution Facebook & Twitter  175 million users  40% tweet about products and services  Mainly used by older adults  80% of Twitter usage with mobile devices  35 million Tweets per day  More than 30 billion pieces of content per month  About 70% outside the US  A Fifth of Spain is in Facebook 6/18
    7. 7. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution YouTube & Online Video  Launched in 2005  2nd largest search engine  24 hours video uploads per minute  2 billions views every day  51% visit YouTube at least once per week  Ages: 18 to 55 years  One in four Internet-Users consumes movies, series or TV-content  69% of American adults watch or download online videos  Penetration in USA, UK, France, Germany and Canada: over 80%  35.9 million households chose to rent a new release via traditional methods  26% of US consumers watch TV programming online more than once a week 7/18
    8. 8.  Window-System  Theatrical  DVD  Pay-TV  Free-to-air-TV http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution On the one hand... Source: Netzpiloten 8/18
    9. 9.  Home Entertainment  Mobile Devices  Hybrid Distribution  Online TV, VoD, p2p  Broadband  3D and Digital Cinema  Gaming Consoles and Set-Top  Crowdsourcing and Crowdfunding http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution On the other hand... Source: Faceparty by RichardAM 9/18
    10. 10. People consume films whenever, however, whereever they want! http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution Face the facts! 10/18
    11. 11.  Filmproduction  Filmfinancing  Filmmarketing  Filmdistribution http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution How can I use it? 11/18
    12. 12.  We are the strange  Iron Sky  The cosmonaut  etc. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution A few examples... Video: Iron Sky Teaser Source: Iron Sky 12/18
    13. 13.  The Age of Stupid  Buy a credit  The Good Life  Tilt: the movie  Love like hers  etc. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution A few examples... Video: Buy a credit Source: The Good Life 13/18
    14. 14.  Bored to death  Tag und Nacht  Walking Cinema  Filmschaffende Österreich  Unerhört! Music Film Festival  etc. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution A few examples... Source: Facebook 14/18
    15. 15.  The Yes Men Fix The World  Nasty old people  INK  Mission X  Rage  etc. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution A few examples... Source: VODO 15/18
    16. 16.  Find your audience  Learn (from) Social Media  Learn from others  Plan your campaign  Start small, then grow your activites  Don‘t expect too much  Be active  Be creative  Monitor your activities  Stay up to date http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution Some Tips... Source: MySiteWay.com 16/18
    17. 17.  filmtiki  The Long Tail  The Conversation Prism  Social Media on Wikipedia  Social Media Count  Videonutzung im Internet  YouTube & Co.  Facebook mit Links http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution  12 Social Media Tipps für Kleinunternehmer und Existenzgründer  Social Media in Spain  Icons: Social Media Mini Icon Pack, Iconspedia  Video: Social Media Revolution Links 17/18
    18. 18. http://www.filmtiki.com http://www.twitter.com/filmtiki http://www.facebook.com/filmtiki wolfgang@gumpelmaier.net http://gumpelmaier.net http://www.twitter.com/gumpelmaier Wolfgang Gumpelmaier - Social Film Marketing & Distribution Thank you for your attention!  eMail: wolfgang@gumpelmaier.net  Web: http://gumpelmaier.net  Twitter: http://www.twitter.com/gumpelmaier  Facebook: http://www.facebook.com/socialfilmmarketing  Slides: http://www.slideshare.net/gumpelmaier 18/18

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