According to a new survey, 56% of moviegoers say they use their mobile phones to learn more about movie and entertainment options. Mobile moviegoers use their phones at all stages throughout the movie trip process, from pre-show activities and check-in, to planning other events after the show. Movie marketers should increasingly factor mobile into their media plans.
Total movie box office sales in 2012 set a record $10.8 billion. A big year at the box office was also a big year for at-home movies, as the average American adult watched over 10 movies by DVD, Blu-ray, streaming or video. In terms of how a person’s faith affected their movie watching habits, evangelicals saw 2.7 movies at the movie theater in the last year, a full movie more than the national, adult average, according to The Barna Group.
Network and cable TV have long accounted for over 50% of ad budget allocations when movie production companies begin promoting a new film. But the effects of a slower economy and changes in media consumption habits having movie producers rethinking their marketing strategies. In some cases, producers are spending less money. In other cases, they are channeling money to different media outlets.
Transmedia storytelling has proven successful in media formats such as traditional books and videogames. Now entertainment marketers are moving to use this strategy to keep their audiences engaged as they promote new movies or TV shows. A report in Entertainment Marketing indicates that television and film studios are incorporating “transmedia” elements into their marketing — “developing interactive narratives that unfold online, via text messages and social network profiles, and even sometimes via real world interaction.”
Whether they are going to theaters, rental kiosks, or using downloads, consumers continue to show their desire for movie entertainment. A recent Market Force Information survey reveals that nearly 7 out of 10 consumers will see at least 1 in-theater movie in the first quarter of 2010.
Consumers have multiple ways to access the latest movie from their favorite production houses. These days, they may be as likely go to a theater to watch the movie as they may be to watch the production streaming on the Web. At the same time, movie producers are looking for ways to efficiently use the average $30 million marketing budget that accompanies large releases. Earlier this year, I wrote about strategies that would be taken this year including more promotional partnerships and less use of print, radio and outdoor.
The recession drove more consumers into movie theaters in 2009 and resulted in industry revenues that topped $10 billion. While a ticket to a pro ball game is beyond the budget of most people, especially those who are accepting pay cuts or worried about losing their job, attending movies is seen as an affordable luxury. Despite this good news, the movie industry is watching profitability closely, especially in light of the large drop in DVD revenues.