Poster Session 3, 1:15 PM - 2:00 PM: Campus Center Auditorium [A25]

From Red Carpets to Recommendations: The Changing Landscape of Film Marketing in Response to Streaming and the Pandemic.

Presenter: Ryann Lee McCullough Nezuch

Faculty Sponsor: Renee Scapparone

School: Fitchburg State University

Research Area: Marketing

ABSTRACT

During the last ten years, film marketing has experienced a tremendous transformation due to the rapid advancement of technology and unprecedented disruptions occurring on a worldwide scale. The rise of streaming video services has changed how audiences behave and has changed the traditional way films are released into theaters, which has previously determined how to promote films. Streaming platforms are not only used as a networking mechanism for connections within communities but also as tools for marketing purposes by utilizing algorithms to promote content through recommendations, detailed analysis of the audiences they are reaching, and close ties with audience members through targeting methods. COVID-19 has sped up this change by making studios completely rethink the way they have been marketing their films for years to come. Since there have been so few theatrical releases due to the COVID-19 pandemic, studios have replaced red carpet events, personal appearances, and promotional tours with digital premieres, releasing films directly onto streaming services, and engaging with fans online. The following research examines the crossover of marketing innovation through streaming and disruption caused by the pandemic to demonstrate how they have changed the marketing objectives, tactics, and timelines of film promotion. Through case studies, industry reports, and a comparison of film campaigns before the pandemic and after the pandemic, the paper looks into how studios are using agility, omnichannels, and data-based engagement strategies to engage with fragmented audiences and consumers changing behavior due to the pandemic.

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