Marketing of Movies

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MARKETING MOVIES USING SOCIAL MEDIA

Current Trends in the Marketing and Promotion of Movies Using Social Media by Bonnie Wilcox

Graphic Communication Department College of Liberal Arts California Polytechnic State University June 2012

MARKETING MOVIES USING SOCIAL MEDIA ABSTRACT Current Trends in the Marketing and Promotion of Movies using Social Media Bonnie Wilcox Graphic Communication Department, June 2012 Advisor: Dr. Ken Macro The purpose of this study is to provide further insight into how social media is used to most effectively market new movies. Social media saves time and money while increasing theater attendance, which has experienced decline over the past several years in the young adult demographic.

The research conducted in this study examined the relationship between social media marketing and theater attendance. An online survey was used to gather information on current social media habits and frequency of seeing movies in theaters. Respondents ranked their perception of the effectiveness of movie promotional campaigns on social media websites. A questionnaire was also sent out to 10 participants in the 19-25 demographic asking them to comment on the ease of navigation, content, layout, and interactivity of social media platforms versus official studio websites.

Results from the responses suggested movie promotion using social media could greatly improve theater attendance. However, it was also found that potential moviegoers reacted more favorably to seeing a movie in theaters when viewing the official movie website as opposed to the social media page. Movie marketers should focus on using social media pages to encourage people to visit the official website in order to maximize interest in viewing the film in theaters.

MARKETING MOVIES USING SOCIAL MEDIA

TABLE OF CONTENTS Chapter 
 I. II. III. IV. V. INTRODUCTION ...............................................................................................................1 LITERATURE REVIEW ....................................................................................................4 RESEARCH METHODS AND PROCEDURES..............................................................12 RESULTS ..........................................................................................................................14 CONCLUSIONS ...............................................................................................................24 REFERENCES ..................................................................................................................28 APPENDIX A. B. 
 
 
 
 


Survey ....................................................................................................................30 Questionnaire .........................................................................................................38

MARKETING MOVIES USING SOCIAL MEDIA


LIST OF FIGURES

Figures 
 1. 2. 3. 4. 5. 6. Theater Attendance Comparison..........................................................................................4 Percent of Facebook Users by Age......................................................................................7 Age of Survey Participants ................................................................................................15 Yearly Movie Attendance ..................................................................................................16 Preferred Sources for Movie Information..........................................................................17 Impact of Social Media on Theater Attendance ................................................................18

MARKETING MOVIES USING SOCIAL MEDIA 
 CHAPTER 1: INTRODUCTION


1

Marketing is an essential part of a movie’s success in theaters. Without proper marketing development, a movie with fantastic plotlines, characters, actors, sets, and special effects may fail to attract an audience. With declining...
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