The Impact of Digitalisation on Film Marketing
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This presentation that was made on 1st December 2015 at screen.brussels in Belgium discusses the main challenges introduced by digital communication and social media in the way films are marketed. Some practical solutions are suggested.
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The Impact of Digitalisation on Film Marketing
- 2. © Mathias Noschis www.alphapanda.com Mathias Noschis • Career start in independent film in Switzerland and the South Caucasus • InternaMonal experience in adverMsing, PR and social media • Today working with independent producers and tutoring for training programmes and workshops • Clients: Fox, Warner, EFA, UniversCiné, Under the Milky Way + indies
- 3. © Mathias Noschis www.alphapanda.com Film and social media - a love story? • Film fans are acMve and vocal • Audiences tend to share their film experience with friends • Films produce a lot of audiovisual material
- 4. © Mathias Noschis www.alphapanda.com … but love comes with new challenges • BRANDING - Understanding what to promote and learning a new language • TIMING - Occupying the whole lifecycle • ROLES - Defining everyone’s role in the markeMng process
- 5. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Branding Challenge 1
- 6. © Mathias Noschis www.alphapanda.com Branding, really? • Social networks work best for brand building • In the film industry, most brands aren’t client facing • Every film is a prototype • Director and cast are o]en the strongest “brands”
- 7. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Learning a new language
- 8. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Timing Challenge 2
- 9. © Mathias Noschis www.alphapanda.com Traditional film marketing Audience Pre- production Production Festivals Release Pre- production Production Festivals Releases Public
- 10. © Mathias Noschis www.alphapanda.com Film marketing in the age of social media Pre- production Production Festivals Release Fans Audience Viral Guerilla Social Media Public Relations Creative Partnerships Pre- production Production Festivals Releases Fans Audience Crowdfunding PR AdverMsing Partnership
- 11. © Mathias Noschis www.alphapanda.com Practical implications • MarkeMng budget spread over the whole lifecycle • Key decisions to be made early (Mtle, posiMoning, target audience) • Visual material (logo, key image, film sMlls) required from the start
- 13. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com Roles Challenge 3
- 14. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com © Mathias Noschis alphapanda.com Why is marketing shifting from distributors towards producers?
- 15. © Mathias Noschis www.alphapanda.com Multiplication of distribution channels and strategies • MulMplicaMon of fesMvals • Theatrical seen as a “loss leader” • OpportuniMes to break distribuMon windows • Development of VOD • Crowdfunding
- 16. © Mathias Noschis alphapanda.com © Mathias Noschis www.alphapanda.com © Mathias Noschis alphapanda.com Which role for the director?
- 17. © Mathias Noschis www.alphapanda.com Defining the role of the director • Users expect to build a direct relaMonship with the director • For indies, the director is o]en the strongest “brand” • Films have a shorter lifecycle than directors
- 18. © Mathias Noschis www.alphapanda.com Three new challenges • BRANDING - Understanding what to promote and learning a new language • TIMING - Occupying the whole lifecycle • ROLES - Defining everyone’s role in the markeMng process
- 19. © Mathias Noschis www.alphapanda.com Conclusions • Producers, distributors and directors should work hand-in-hand • Public funding schemes must adapt to new rules and new budgets • Directors, actors and other elements must be measured through their “social value”
- 21. © Mathias Noschis www.alphapanda.com © Mathias Noschis alphapanda.com The Small Print All informaMon included in this document is confidenMal and intended solely for the use of the individual or enMty to whom it is addressed. All materials are protected by copyright laws, and may not be reproduced, republished, distributed, transmijed, displayed, broadcast or otherwise exploited in any manner without the express prior wrijen permission of Alphapanda Ltd.