How important are social networks to producers and audiences as a form of film promotion?

There are many factors that contribute to how important social networks are to producers and audiences in order to have the best film promotion possible. In the 21^st Century social networks have become a huge part of our everyday lives and have now become an essential piece of marketing when releasing a film.  This means that audiences are more likely to be subjected to much more advertising.

YouTube has become the place in which audiences can find trailers for films, TV shows and also for film soundtracks. This certain network is vital for producers as it allows for them to release a film trailer that can then be shared on other various networks such as Twitter and Facebook. It is also important for official film websites as it allows the producers to set up a link to the official website that they can access from watching on YouTube. The use of these sites all connecting allow publicity for the film to spread hugely worldwide. For example, the new Star Wars: The Force Awakens trailer reached 30 million views in the first 24 hours of its release on YouTube alone, not taking into account all other social media sites it may have been shared to.

Producers use the social networks several ways to benefit their film promotions ,for example Toy Story 3. Disney Pixar created a fake campaign/ advert for on of the characters in the film. The aim of this advert was to make the character seem like he existed in the past, this creates a connection with the fans and could lead to them wanting to see the film.

Because of social networks it is much easier for producers to reach those that are interested in the film they are releasing. For example, on Twitter and Facebook and YouTube you are able to follow, like and subscribe to a channel or page that you are interested in. This allows the producers to release tweets, status’ and teasers to those who have liked the page in order to gain their attention. And means that the producers can have direct contact with the target audience.

Twitter is mainly used in order to exchange gossip, get exclusive information and also to follow filmmakers and stars.  Facebook is used in a similar, but more social way. Producers benefit from social networks as it allows people to share content from a film and means that they are promoting the film themselves therefore, it doesn’t cost the producers much money when this happens. An example of this would be the Avatar trailer and sound track. Producers for Avatar created a website in which audiences could create and share their own bespoke trailers. This could be seen as a part of an ‘Expanded Universe’ for Avatar fans. They also included a feature on Twitter where audiences were able to receive a free copy of a song from the sound-track, all they had to do was re-tweet the trailer for the film. Producers are able to share much more content and it will be cheaper than a lot more marketing methods.

Another example for using social networks would be the Disney film Frozen. Twitter has a feature that allows its users to hashtag their thoughts feeling or a specific line from a film or song. The Frozen producers created an individual hashtag in order to gain attention to the film #TheColdNeverBotheredMeAnyway this allowed fans of the film to express their thoughts, views o the film on witter and if the hashtag is mentioned enough times, it will lead the topic to be trending.  Situations like this allow audiences to build communities known as ‘Expanded Universes’. The hashtags  allow the Frozen producers to promote their film and wont cost them a penny. The phenomenon has given the producers of the film insight into what the audiences like. The directors of Frozen commented that “Now they can reach out to us, tell us what it means to them and it feels like there’s more of a relationship with the film than I expected.”

For audiences the social networks are easy to access and contain free content. Following on from the point of being able to like and share certain things means that the audience are able to create expectations and that we can tailor or usage to what we would like to see. This improves the chances that the audiences’ expectations will be met and means that the audiences will be able to avoid disappointment.  Statistics show that those who use social media go to the cinema 5 times more than the average person.

A downside to social networks however, is the risk of big blockbuster films being ruined by what people would call ‘spoilers’. For example, after the release of Star Wars a lot of fans were worried that those who had already seen the film would post online the spoilers for the film. This is a downside for producers in film promotion as they are not in control of publicity.

Social Media is used more by blockbuster fans, whereas independent film fans will be influenced by online reviews and information. For producers of an independent film it is much cheaper and easier to promote their film on social networks other than making posters and numerous trailers as it doesn’t cost anything. For example, This Is England only had one poster and trailer for its film. In the trailer at the end it included reviews and ratings for the film from various critics. This shows that independent films rely more on word of mouth promotion other than social networks.

For indie film producer’s social networks sometimes allow them to instant access to material through websites such as Kickstarter. Kickstarter is a website which allows aspiring filmmakers to post their ideas online and then request a certain mount of money in order to make the film. The website has been known to be very successful .For example, KungFury. A man posted idea for a film online and enough people decided to donate money in order to make the film. The short film has become a success after being made and shows the important of social media, even to independent films.

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