The importance of standing out: Why you shouldn’t take the safe path when marketing your movie
The competition and challenges of film launches are only set to become more difficult over the coming years. We embarked on analysing the status quo and breaking down what steps distributors, filmmakers, producers and entertainment content producers in general can take to cut through the noise in trying to bring their content in front of the relevant audiences.
The final result is Winning Your Audiences. Movie Marketing in the Connected World - an ebook filled with case studies and actionable insights driven from our activity at Gruvi. Over the next weeks we will publish excerpts from the book here. The entire e-book is available to download for free on our website:
Scot Bendall, creative director at La Boca in West London, says the consortia of companies and other backers that provide financing for films can be risk averse. This comes through in the marketing, which seems to “go in a safe direction”, as he puts it. “Once a film grosses well with a particular style of poster, you are likely to see that style replicated over the genre as it was deemed a successful design.”
Do your images, movie posters or trailers convey meaning?
Netflix calculated that the average human spends 1.8 seconds reviewing each poster thumbnail before making a decision for each move on or click. By that logic, that means you have 1.8 seconds to engage your audiences with your movie’s EPK and poster. That’s not a lot of time. So what do you have to do in order to succeed?
As I mentioned previously, we are hardwired to respond to faces, particularly when they display complex emotions. In Netflix’s own research, they found complex emotions actually compel people to watch a story more. This is because complex emotions convey a wealth of information regarding the tone or feel of the content. Conveying emotion through faces and editing (by association) goes back to the beginnings on cinema and Kuleshov’s experiment (to revisit the Kuleshov effect, you can watch a video of Alfred Hitchcock explaining and demonstrating the principles behind it.
Sometimes images convey a strong compelling narrative of their own — here are some examples from recent campaigns we worked on. Bear in mind that in relation to normal click through rates in the ad industry, anything over 1% is treated as very good.
Engagement Highlight: 13.52% click through rate
Engagement Highlight: 9.68% click through rate