The days of checking the local newspaper for movie listings are long over. Instead, 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]