Online Movie Marketing to Grow

The days of checking the local newspaper for movie listings are long over. 973229_movieInstead, more movie marketers are releasing previews online. This strategy is prompting social media users to spread the word online about movies they like  as well.

A recent study released by InsightExpress notes that over 80% of moviegoers between the ages of 18 and 24 check out previews first. Similarly, nearly 3 in 4 moviegoers between the ages of 25 and 44 like to see previews online as well.

Here’s how consumers go about finding movie trailers:

  • Search film title online 49%
  • Browse general movie Web sites 29%
  • Click online ads 27%
  • Check out movie’s Web site 25%

The InsightExpress study also analyzed behavior unique to social media users. Nearly 4 in 10 social network users tend to post reviews of movies online. And 10% of this group also has linked one or more movie trailers to their profiles.

All of this online activity is great news for movie marketers because it drives a boost in audiences on opening weekend. About 4 in 10 young adults (18–24) want to see movies that interests them on that first weekend while adults ages 25–44 are a bit more patient. Only 27% of that group wants to see a movie during opening weekend.

Still, these numbers to point a trend. As more consumers share information online, marketers who promote their movies with trailers can significantly boost their audiences on opening weekends.

[Source: Lipner, Drew. Digital Consumer Portrait, InsightExpress, reprinted in Entertainment Marketing Newsletter. EMP Communications, 12.1.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.