This fortnight we're joined by Andrés Auchterlonie, welcome Andrés!
Andrés is an Argentinian media researcher, interested in movie trailers, social media, advertising and entertainment marketing. Has a BA in Film and TV Production and a one year certificate in Digital Marketing, and specialises in movie marketing.
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Over the years, movie trailers have had to adapt to the demands of cinema, society and the market, evolving with them in order to not remain static over time. Nowadays, trailers can be considered as a social representation of a society characterised by immediacy, finding themselves in a spectacularised space where artistic creation and digital culture must come together to recognise the needs of a customer who is accustomed to instant information. It is important to know that this new audience thinks through emotions and not with logical arguments.
In a society where everything is consumed at high speed, there is little chance of attracting the consumers attention, that is why the Creative Marketing department must adapt their strategies to these new ways of consumption, where internet, social networks and consumers as content generators play an important role for the film´s success. With the evolution of technological devices and the emergence of social networks, the way that audience watch movie trailers has been transformed into an experience of personal consumption, but thank to social networks this way of watching them become a collective experience through exchange of opinions, discussions and analyze of coming attractions. Thanks to technological devices such as smartphones and tablets movie trailers became a take away format where their consumption can be extended to any public sphere thanks to the possibility of transporting them in these new devices. It is important to offer a product that fits into consumers lifestyles.
Advertising trailers on social networks like Facebook, Instagram, Twitter and Snapchat brings not interactivity but also a bi-directional exchange with consumers that are seeking for a creative, interactive and engaging experience. In this new era audiences became into an element with great power because they generate and produce content. Marc Cortés called them prosumers (Producer + Consumer) explaining "... Markets are changing and they are now conversations where customers are no longer expressionless or inert beings, but they are transformed into social elements because they generate new contents ", in those virtual spaces prosumers exchange opinions about movie trailers. If their opinions are positive the trailer can be a hit and going viral or they can destroy it as it happened with Green Lantern´s (2010) movie trailer. They determine whether the product is attractive or not. Nowadays thanks to social media, marketers can verify really quickly if a trailer it is accepted or not by the public, as it happened with Star Wars: The force awakens (2015) movie trailer that on it first day on the network quickly obtained more than 112 million views, which generated a great conversation on the social media. Doug Hirsch Yahoo! Movies G.M in an interview with Variety explains "...The studies were worried about seeing their trailers on the Internet, now they are terribly worried if they cannot be found by users on the networks." Thanks to a "Like" "Tweet" or "Retweet" the trailer becomes a hypermediate content that the consumer can share, criticise or appreciate.
What every marketer want is that the audience talk about their film in order to go viral. Using social networks is a way to segment our audience and corroborate if the product it is accepted or not by them. In addition it is really important to generate a good strategy to succeed in this really hard competition. The movie trailers purpose as an entertainment marketing strategy is to create an effect of anticipation in the audience, they are in charge of sharing it or pressing the "like" button generating anticipation and producing word of mouth. Nowadays for consumers is more important what their peers evoke of a product that what the product says about itself, if they make positive comments about a movie trailer they can generate on the others users the desire to watch it. Currently it is worrying if a trailer does not receive the amount of likes or views needed to become viral, for this reason communication strategies must be really creative since there is only one chance to convince the public and generate the need to watch the film.
Finally, marketers must bear in mind that is not necessary to have a big budget to make a good marketing campaign through social networks because what matters and what will give us success is the creativity of the strategy.
Selected works:
Cortes, Marc (2009) “Bienvenido al nuevo marketing”. En E. Sanagustín (Dir.): Del 1.0 al 2.0: Claves para entender el nuevo marketing. Bubok Publishing, pp. 14.
Janes, Stephanie (2014). Viral strategies in Hollywood Cinema.
Johnston, Keith M. (2009) Coming Soon. Film Trailers and the Selling of Hollywood Technology. McFarland.
Lieberman Al, Esgarte Patricia (2006). The Entertainment Marketing Revolution:
Bringing the Moguls, the Media, and the Magic to the World.
Lozano, Javier. (2012) Nuevas estrategias publicitarias digitales.
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Andrés is an Argentinian media researcher, interested in movie trailers, social media, advertising and entertainment marketing. Has a BA in Film and TV Production and a one year certificate in Digital Marketing, and specialises in movie marketing.
------------------------------------------------------------------------------------------------------------------------------
Over the years, movie trailers have had to adapt to the demands of cinema, society and the market, evolving with them in order to not remain static over time. Nowadays, trailers can be considered as a social representation of a society characterised by immediacy, finding themselves in a spectacularised space where artistic creation and digital culture must come together to recognise the needs of a customer who is accustomed to instant information. It is important to know that this new audience thinks through emotions and not with logical arguments.
In a society where everything is consumed at high speed, there is little chance of attracting the consumers attention, that is why the Creative Marketing department must adapt their strategies to these new ways of consumption, where internet, social networks and consumers as content generators play an important role for the film´s success. With the evolution of technological devices and the emergence of social networks, the way that audience watch movie trailers has been transformed into an experience of personal consumption, but thank to social networks this way of watching them become a collective experience through exchange of opinions, discussions and analyze of coming attractions. Thanks to technological devices such as smartphones and tablets movie trailers became a take away format where their consumption can be extended to any public sphere thanks to the possibility of transporting them in these new devices. It is important to offer a product that fits into consumers lifestyles.
Advertising trailers on social networks like Facebook, Instagram, Twitter and Snapchat brings not interactivity but also a bi-directional exchange with consumers that are seeking for a creative, interactive and engaging experience. In this new era audiences became into an element with great power because they generate and produce content. Marc Cortés called them prosumers (Producer + Consumer) explaining "... Markets are changing and they are now conversations where customers are no longer expressionless or inert beings, but they are transformed into social elements because they generate new contents ", in those virtual spaces prosumers exchange opinions about movie trailers. If their opinions are positive the trailer can be a hit and going viral or they can destroy it as it happened with Green Lantern´s (2010) movie trailer. They determine whether the product is attractive or not. Nowadays thanks to social media, marketers can verify really quickly if a trailer it is accepted or not by the public, as it happened with Star Wars: The force awakens (2015) movie trailer that on it first day on the network quickly obtained more than 112 million views, which generated a great conversation on the social media. Doug Hirsch Yahoo! Movies G.M in an interview with Variety explains "...The studies were worried about seeing their trailers on the Internet, now they are terribly worried if they cannot be found by users on the networks." Thanks to a "Like" "Tweet" or "Retweet" the trailer becomes a hypermediate content that the consumer can share, criticise or appreciate.
What every marketer want is that the audience talk about their film in order to go viral. Using social networks is a way to segment our audience and corroborate if the product it is accepted or not by them. In addition it is really important to generate a good strategy to succeed in this really hard competition. The movie trailers purpose as an entertainment marketing strategy is to create an effect of anticipation in the audience, they are in charge of sharing it or pressing the "like" button generating anticipation and producing word of mouth. Nowadays for consumers is more important what their peers evoke of a product that what the product says about itself, if they make positive comments about a movie trailer they can generate on the others users the desire to watch it. Currently it is worrying if a trailer does not receive the amount of likes or views needed to become viral, for this reason communication strategies must be really creative since there is only one chance to convince the public and generate the need to watch the film.
Finally, marketers must bear in mind that is not necessary to have a big budget to make a good marketing campaign through social networks because what matters and what will give us success is the creativity of the strategy.
Selected works:
Cortes, Marc (2009) “Bienvenido al nuevo marketing”. En E. Sanagustín (Dir.): Del 1.0 al 2.0: Claves para entender el nuevo marketing. Bubok Publishing, pp. 14.
Janes, Stephanie (2014). Viral strategies in Hollywood Cinema.
Johnston, Keith M. (2009) Coming Soon. Film Trailers and the Selling of Hollywood Technology. McFarland.
Lieberman Al, Esgarte Patricia (2006). The Entertainment Marketing Revolution:
Bringing the Moguls, the Media, and the Magic to the World.
Lozano, Javier. (2012) Nuevas estrategias publicitarias digitales.
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