Watching television shows and going to the movies, has always been a social experience; one enjoyed by individuals of all ages. Recall the opening night of your favorite movie, for me it was Harry Potter. In anticipation of the movie, my friends and I stood in line discussing the actors and the scenes we couldn’t wait to see; and shortly after the movie, every single one of us raved about it to our friends and family. The same happened when one of my favorite shows, The Vampire Diaries, started; I got about 4 of my friends hooked on the show, so between our university class breaks, we would watch episodes online or read the comments on the show’s Facebook page- in anticipation for the next episode.
Since movies and television shows have always been a social experience to me, it’s quite natural for me to see studios working and being influenced so greatly by social media platforms.
According to Kay M. Madati, head of entertainment and media and global marketing solutions at Facebook, although the top 5 broadcasting networks (ABC, NBC, CBS, FOX and the CW) each launched between 25-30 shows this season, only about six shows will do well. He further stated that television ratings have been decreasing; which may be attributed to the breaks taken between seasons (Petronzio,2012). Thus, many content producers in the entertainment industry have resorted to social media marketing as a strategy for improving their television and film launch.
On average, individuals spend about 8hrs per week visiting social networking sites (Social Media Today,2012), therefore, in order to make those individuals aware of the shows content, and distribute the content across multiple platforms, producers are aligning their strategies with major social media platforms, such as Facebook.
Social media sites enable friends to obtain and share their opinions about movies and TV shows watched. Thus, permitting discussion and questions regarding the movie or show to be distributed through a social media form of word-of-mouth advertising. In addition to word of mouth advertising, social media campaigns are put up throughout the show’s airing as well as during periods whereby there is a break between seasons. Examples of platform campaigns include: telling a longer story associated with the featured show on social media platform pages, encouraging discussion by posting clips and pictures of popular scenes after the show has been aired, and providing contest and promotions for the show/movie on social media pages etc (Petronzio,2012).
Results Associated with Peer Influence and Social Media (Kessler,2012):
- 73% of movie fans trusted their friends and family members for movie reviews while only 27% trusted movie critics and reputable websites
- 3/4 Facebook users discover new movies from friends
- 63% of fans responded that contests and sweepstakes influenced them to “Like” a movie’s Facebook page
- 50% of fans purchased movie tickets online as a result of social media recommendations
- 46% of influencers update their Facebook status during a movie
Based on the statistics and the current state of the television and film industry, it is evident that social media plays a central role in marketing shows and movies.
Kessler, B. (2012, September 11). How social media is changing the business of blockbuster movies [INFOGRAPHIC]. SOCIAL FRESH, social media conference, social media training. Retrieved December 11, 2012, from http://socialfresh.com/how-social-media-is-changing-the-business-of-blockbuster-movies-infographic/
Music, Film, TV: How social media changed the entertainment experience. (2012, May 17). Social Media Today. Retrieved December 10, 2012, from socialmediatoday.com/briansolis/506188/music-film-tv-how-social-media-changed-entertainment-experience
Petronzio, M. (2012, November 30). How Social Media Impacts TV and Film Ratings. Mashable. Retrieved December 10, 2012, from http://mashable.com/2012/11/30/social-media-entertainment/