Exploring film marketing in the new age digital era. Four cases of marketing European art house film productions. (14th February 2022)

• Record Type: Journal Article
• Authors: Sifaki, Eirini; Papadopoulou, Maria
• Is Part Of: International journal of cultural management. Volume 1:Number 1(2022)
• Page Start: 3
• Page End: 25
• Publication Date: 2022-02-14
• Subjects: film marketing -- social media platforms -- new age media marketing -- traditional marketing mediums -- poster -- interaction -- word-of-mouth -- art house films
• Languages: English
• ISSNs: 1756-5669

Abstract

New age media platforms have for long been embraced in film marketing activities as new means to reach an audience, build product awareness and create audience anticipation. However, current research on transmedia film marketing concerns mainly Hollywood film products destined to a wide audience and orchestrated by colossal marketing firms. In this article, all four new age media marketing activities represent low budget European films that attempt to exploit the new opportunities offered in the new digital environment. Our analysis reveals how in the case of independent film marketing the use of transmedia activities builds new narratives that adds to the story and communicate the key values of the film. However, in order to establish a deeper interactive relationship between film directors, producers and their niche audiences, a clear understanding of the targeted audience's online behavioural pattern should be considered in the marketing actions design and implementation.