Buster Film Festival - Marketing Films to Teenagers

Marketing Films to Teenagers 25th September 2014 Buster Film Festival

Who am I?

Why should producers and directors care about film marketing?

Multiplication of distribution channels and strategies

• Multiplication of festivals • Theatrical is seen as a “loss leader” • Opportunities to break distribution windows • Development of VOD

Anticipate the needs of the distributors

• Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate

Social networks require time• A successful social media strategy lasts for the

whole lifecycle • The community should be active at the time of

release

Understanding the consumer journey

Consumer journey

Process a person has to go through from never having heard about a film to the actual action of watching it

A teenager’s consumer journey• Limited financial means • Limited distance • Importance of word-of-mouth • Paradox of contrarian and conformist

Why are teenagers such a challenging audience?

Research

Never underestimate how little we know about teenagers’ taste and habits. Trusting your first impression is often wrong and misleading.

Many teenagers can’t be reached through traditional channels (press, TV, online portals). They mostly search for advice through peer recommendation and from social media.

Mistrust

Traditional opinion leaders and trend-setters (journalists, critics, media) have very little impact on the teenage audience.

1. Research

Exploring the field through Facebook ads• Planning a fake Facebook ad campaign allows

to compare target groups and to identify trends • A powerful tool to challenge preconceptions

Youth sports projectHow many Flemish-speaking Belgian males, aged 13-22 are interested in…

260,000

98,000 114,000

50,000

100,000

150,000

200,000

250,000

300,000

… video games … cycling … basketball

Music genresHow many 13-19 years old in Switzerland are interested in…

61% 57%

Pop music Hip hop Punk rock

Music genresHow many 13-19 years old in Poland are interested in…

61% 58%

Pop music Hip hop Punk rock

2. Reach

Outreach

Go beyond traditional journalists to consider anyone as a potential “brand ambassador” for your film • Identify keywords related to your film • Build a database of influential people (blogs,

sites, twitter accounts, forums…)

Adapt your message to the channels they are using

If your audience isn’t on traditional media, tweak your message to make it suitable for the channels they are using

Get their friends to talk about it

Viral marketing is probably the most powerful way to make your message impactful for a young audience

3. Mistrust

Give the floor to someone they trust

Films are an appealing and attractive thing, find someone who can endorse your film and convince the audience

Embrace the mistrust

Rather than trying to desperately get your audience to believe in your message, play with that mistrust

slideshare.net/alphapanda

Mathias Noschis mathias@alphapanda.com @FilmMktg

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Buster Film Festival - Marketing Films to Teenagers

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