A Study of Evolution of Film Marketing in the Digital Age

College of Communication, Boston University, Boston Massachusetts, 02215, United States of America

^* Corresponding author: billxue@bu.edu

Abstract

At present, a significant share, up to 50% of the marketing budget, is spent on Internet and social media campaigns focusing on community involvement rather than mere content sharing. Social media sites such as Facebook, YouTube, and Instagram provide an open environment where teasers, behind-the-scenes content, polls, competitions, and content created by the user can be published daily, thus encouraging natural sharing. This research evaluates the changes that have occurred in cinema marketing techniques in the recent past due to social media and other emerging technologies. The research analyzes the use of short-form vertical video platforms like TikTok and Snapchat as marketing tools. Studios generate quick attention with mobile-friendly clips that are under 60 seconds long, resulting in circulation through hashtags and memes and collaboration with influencers. In this regard, the high value of social media influencers is considered because their apparent sincerity and emotional links with ardent followers can significantly increase the number of views and tickets bought. However, this carries risks such as losing control and the possibility of infection. Other emerging technologies, such as virtual, augmented, and artificial intelligence, are being analyzed as more engaging options. Finally, studying data-based individualized techniques is crucial for further development.