It's often thought that video platforms like YouTube and TikTok have a negative impact on moviegoing. However, a new study on audience behavior by Natasha Hritzua, research chief at Warner Bros. says that "on the surface it definitely looked like the video platforms were cutting into the TV and movie markets, but that's not the case."
She believes the explosion of social videos actually represents an opportunity for studios to reset their promotional practices to more effectively reach audiences." When consumers see a clip, a trailer, a compilation, even fan generated content that becomes a powerful tool especially for younger generations that encourages them to go and watch the full content", says Hritzua. "So, I would argue that short-term videos are a critical interim step for studios who want to promote their movies to younger viewers."
The landscape has changed regarding how and when to promote upcoming films. The use of social video platforms is now one of the most important advertising channels in reaching younger audiences. Video platforms should not be viewed as competition with movies but as a way to promote them.
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