The next step in the evolution of movie marketing will be the introduction of social media to the mass market, says Michael Fenton, director of the National Theatre at the University of Melbourne.
This will require the introduction, he says, of some of the most basic of social networks such as Facebook and Twitter.
“The next step is the introduction and use of the new media platforms, which will provide an easy, affordable way for consumers to participate in their entertainment,” Mr Fenton says.
In the US, the film and television industry is struggling to retain audience interest and retain the film industry’s business as a whole.
The Hollywood studios, the National Association of Theatre Owners (NATA) and the American Association of Cinematographers have formed a coalition to push for the introduction in the US of a new, more robust online audience management system called the social media network.
“What we’re trying to do is get the industry to think in terms of social,” Mr Fisher says.
“They need to think of the audience as an asset.
It is the ticket to the cinema.”
The system, he explains, “will not be about what you see, it will be about the movie.”
The new system will be more efficient and more responsive to consumers’ needs than the current social media platforms.
It will also provide the industry with a way of managing its social media activities without relying on the companies’ own systems and apps, Mr Fardon says.
The film industry has already adopted many of the features of social platforms, including sharing and commenting, and the film marketer and the distributor will also need to be aware of how they are being used and what impact it has on their business, he adds.
“There will be a lot of discussion about the technology and its use and its impacts on our businesses,” Mr Naylor says.
But, he believes, the social platforms are not the answer.
“It’s not like we’re not already using social media in the way we use Facebook and Google.
We just don’t have the technology or the expertise to handle it in the same way,” Mr Egan says.
“It is very much about the content and how it is shared.”
Read more in The Australian newspaper.