Film Industry Social Media: In a Supporting Role Alan Stevenson [email protected] Jim Hamill [email protected] June, 2010
Social media in a supporting role
Jan 19, 2015
Case examples of Social Media use in the film industry with our own VT, golden statues and envelopes but raises some important questions around method, impact and ongoing value.
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And the Nominations Are…
Social Media in a Supporting Role
Nominees
The Age of Stupid
Paranormal Activity
The Dark Knight Toy Story 3
The Age of Stupid
• Key Features:– Budget: £450,000; Launch Budget: £130,000; £55,000 box
office receipts– Interactive website, encourages comments and tweets,
hashtags and followers – “get involved”– Twitter - 3,300 followers– Facebook - 21,260 fans– YouTube “trailer” - 412k views– Guerrilla “The Stupid Show” @ Copenhagen United
Nations Climate Change Conference (7/12/09 – 18/12/09)– An offshoot of The Age of Stupid project is 10:10– Ongoing: apparent deep engagement; staggered roll-out
The Age of Stupid
Deep Engagement around the issues affecting Climate Change
The Age of Stupid
Calls to action; opportunities for interaction
The Age of Stupid
Encouraging interaction and influence
The Age of Stupid
Buzz: >6,000 mentions at international launch
UK Green carpet
International Launch
The Age of Stupid
Buzz: 548 mentions (9% of peak) in last 30 days
Nominees
The Age of Stupid
Paranormal Activity
The Dark Knight Toy Story 3
Paranormal Activity
• Key Features– Budget: $15,000; $192m global box office receipts– Director Oren Peli invited internet users to "demand"
where the film went next by voting on eventful.com.– Paramount announced that the movie would be released
nationwide if the movie got 1,000,000 "demands"– Fans took to Twitter and other sites to hail the scary flick – Facebook has 577k fans– YouTube 16.2m views– Twitter 9,000 followers
Paranormal Activity
One of the most viewed trailers
Paranormal Activity
A grassroots campaign par excellence
Paranormal Activity
A huge following but perhaps shallow ongoing interaction?
Paranormal Activity
Launch Stateside
Apparent steady decline
Buzz: >112, 000 Mentions in launch month
Paranormal Activity
Buzz: 9846 Mentions (9%) in last 30 days
Nominees
The Age of Stupid
Paranormal Activity
The Dark Knight Toy Story 3
Batman: The Dark Knight
• Key Features– Budget: $185m; $1bn global box office receipts– In May 2007, viral marketing campaign "Why So Serious?"– Scavenger hunts to unlock teaser trailer, new photos / sites– Death of Heath Ledger on January 22, 2008, Warner Bros.
adjusted its promotional focus on the Joker– Facebook 1.9m Fans– Facebook Community 1.3m Fans– YouTube Upload Views 250k
Batman: The Dark Knight
A viral that merged fantasy and reality
Batman: The Dark Knight
Clues and scavenger hunts
Batman: The Dark Knight
Post launch: a decent ongoing presence but where is it going?
Batman: The Dark Knight
Trailer Released
Film Release
Oscar Buzz
Buzz: ~6, 000 Mentions in launch month
Batman: The Dark Knight
Buzz: 21,964 Mentions (366% of launch peak) in last 30 days
Nominees
The Age of Stupid
Paranormal Activity
The Dark Knight Toy Story 3
Toy Story 3
• Key Features– Budget : $190m; Revenue: ?– Cross-advertising: Pixar designed commercial for Lots-o'-
Huggin' Bear; Promoted tweets; featured in Apple's iPhone OS 4 Event for iAd; advert for Google Search
– E-commerce ticket application on Facebook– Facebook 1,000,000 fans– Twitter Director 82,000 fans– YouTube: Upto 7.4m views for one upload
Toy Story 3
Huge number of views on YouTube
Toy Story 3
Engagement on one platform, do and see everything from Facebook
Toy Story 3
Including buying tickets
Toy Story 3
New platforms to engage and generate word of mouth
Toy Story 3
Trailer Released
Premier
Others Trailers
Buzz: Mentions in launch month growing exponentially
Toy Story 3
Buzz: 123,655 Mentions in last 30 days
And the Winner is…
Golden Envelope Time
Thank You
Contact Us• Alan Stevenson [email protected] • Dr. Jim Hamill [email protected]
Visit and Engage• Energise 2-0 www.energise2-0.com • Tourism 2-0 www.tourism2-0.co.uk• Web CPD E-Learning Support Network www.web2-0cpd.com
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