Director of Manhattan Multimedia, Malcolm Burt details his research on the age of the internet and its real impact on the marketing of film in the contemporary marketplace.
Current and future implications for Producers
Although the music and film industries merge in many ways, their marketing seems to be converging, and the Internet is both a blessing and a threat to them both. The file sharing services offering music content can just as easily offer films, and users with broadband connections have wasted no time amassing both.
Films and music can be bought in the same way on the Internet – by purchasing legitimate CD’s or videos or DVD’s at online retailers. They can also be streamed online legitimately, and the same major pieces of software that play music are capable of playing films. (Eg, Windows Media Player, Real Player, etc)
The Internet has gone from being an interesting addition to the marketing of a film or a piece of music, to one of the most important elements, and in the case of lower budget films, it may be the only real way to get awareness of a film out to the audience. Film producers need to be aware that their film projects must have some sort of online presence and they must investigate every way to exploit that online presence during all stages of their film.
The Internet has gone from being an exciting new discovery to another commodity such as the telephone or fax. People expect to be able to access information on your film (if it is a wide release), and if you have a lower budget production without access to large promotional funds, your site is even more crucial – it may be the only contact people have with your film before deciding whether or not to seek it out – so it had better be good.
‘The most innovative studios are using the Web not for fan appeal but as extensions of the movie itself. Like Jeffrey Wernick’s project, flicks like X-Men, Lord of the Rings, and Series 7 all have complementary sites with tangential plot lines, special footage, and countless other features, to deliver an experience that captures the essence of the movie.'(Fattah, 2001)
Some suggested ways of incorporating Internet marketing into the various phases of production of your film:
Preproduction
Production
Postproduction
‘(Artisan’s) Raw Deal, a film about a rape in a college fraternity, Web site visitors will be able to give their input and opinions on the case and will be encouraged to interact about the theme of the film.’ (Fattah, 2001)
Distribution
There are many other ways of marketing a film interactively and innovatively that must be investigated – mobile phones being one example. With many models of mobile phones coming out with video screens, this represents yet another distribution platform that will be hungry for content. 405 was a phenomenon on a new distribution platform – the Internet – how many platforms are yet to be exploited?
‘At the heart of it, marketers agree, is the intimate, one-on-one feel the Web delivers that a blaring 30-second ad simply can’t.’ (Fattah, 2001)
The most desirable aspect of marketing is the hardest to attain – good word of mouth! Word-of-mouth and viral marketing, as well as a strong online presence are possibly the best ways for lower-budget film producers without huge marketing dollars to reach their audience. This is not to suggest that films should not be made without solid distribution deals in place, however a well-thought-out Internet and interactive marketing strategy can serve to greatly enhance existing distribution deals.
‘What the Internet really promulgates is the quality of the product. If it’s good, the Net helps. If it’s not, it could really hurt,’ stresses Dave Holtzman, CEO of Opion, which tracks the spread of word of mouth on the Web. ‘The Net is a big megaphone for word of mouth.'(Fattah, 2001)
Virtual Producer
Hollywood has already taken online marketing one step further – and has turned it into a revenue stream. More advanced than ploys to simply entice users to sign up for email newsletters or perhaps buy the soundtrack CD or a t-shirt from a film’s promotional website, HollywoodOnSet.com (a group of Hollywood producers, writers and directors) have established Virtual Producer, an audacious website that allows users to experience the production of a real feature film.
Subscribers choose a film and level of subscription (Associate or Executive) and pay to follow story conception, casting, marketing and release, and even get a credit in the ‘Special Features’ section of the film when it is released on DVD. Subscribers are even entitled to a share of ‘certain box-office bonuses’ based on the film’s success. During the production people are able to view rough cuts of trailers, production notes, photos, storyboards and call sheets.
‘Unlike the countless web sites which pander to the Hollywood rumor mill or kneel solemnly at the altar of celebrity, we focus on the actual film-making process, bringing our in-depth knowledge of the art and culture of Hollywood to our world-wide audience. We are not journalists in search of the raunchiest scoop on today’s hottest star, nor are we Hollywood wannabes. We are professional film-makers who are now using our knowledge and connections inside the industry to bring you an unsurpassed look into the world of film-making.'(hollywoodonset.com, 2002)
It might seem like the ultimate Hollywood dream made easy – accessible to anyone with a computer and a credit card. However, the site is merely very sophisticated advertising and users are simply paying to be advertised to.
People who pay to witness the creation of a film from day one are guaranteed to attend the screenings more than once, and are similarly guaranteed to spread the word far and wide about their ‘involvement’ in the film.
It’s a perfect hat trick – users pay to receive the marketing for a film, then pay for the film itself as a rapt and adoring fan, and all the while they are acting as ardent word-of-mouth promoters. What could be more perfect? Producers should become familiar with the workings of sophisticated marketing sites such as Virtual Producer and utilise similar features on their own film websites.
HSX.com
HSX.com is a playful and innovative site (run by the creators of Virtual Producer), which also functions as an excellent (and more accessible) Internet marketing tool.
The site is modelled on an online stock exchange and subscribers are able to buy stocks in upcoming music and film releases. The film or music stocks are then tracked (just like in a real stock exchange, right up to the scrolling ticker onscreen).
What might look like a playful site is actually a spot-on indicator of public opinion on film and music themes and current trends and should be regarded as deadly serious research for film and music producers around the globe.
‘HSX is just like the real stock market, only way more fun! Buy shares of your favorite actors, movies, and music artists and watch their values rise or fall based on the success of their careers and personal life. Stocks soar with a number one film at the box office and plummet with a stay at the Betty Ford clinic.'(hsx.com, 2002)
Conclusion
The Internet is now accepted as a marketing tool for both films and music, and the most desirable age group demographic for both expect a solid and engaging web presence. The pitfalls for producers are great, but so are the payoffs, and there is now no excuse for film or music properties not to have an Internet presence.