26 December 2012 642 Views

Viral Marketing Is (Partly) Saving Hollywood

by Dan Koelsch

This past week, Mashable posted an infographic from Allmand Law that shows how the film industry in America is able to avoid bankruptcy despite ticket sales declining. Check out the infographic after the break, along with my commentary on the components that deal with our niche.

As you can see above, social media and viral marketing have played an important role in studios’ business plans. Unfortunately, the infographic focuses more on films that had a more directly viral presence, such as screening demands and well-tended Facebook pages. It ignores the more complex viral marketing that we at MovieViral like to focus on, such as ARGs and other interactive components. However, I can see why they didn’t bother.

It’s hard to measure the financial impact of a costly campaign like “Flynn Lives” for TRON: Legacy or “Why So Serious?” for The Dark Knight Rises. Sure, lots of people get involved, but how does that actually translate into ticket sales? Merchandising seems to be only place where revenue could easily be found with ARGs. For instance, The Rocket Poppeteers Depot for Super 8 sold t-shirts, patches, and stickers that only players of the ARG would bother getting. Unfortunately, this means that even if those sales figures could be found, they probably don’t mean much to the bottom line.

Let us know what you think about all of this. Can the financial benefits of complex ARGs like Flynn Lives be tracked? On a side note, is it more important to have a larger audience be part of your ARG, or to have a much more immersive experience that less people will follow? Give us your insights in the comments below.



New

PolitFlix Podcast Episode 2: Tom Clancy’s Jack Ryan, Nolan’s Dunkirk and Dark Knight and Aging Action Heroes from Bond to Indy
16 August 2017
PolitFlix Podcast Episode 2: Tom Clancy’s Jack Ryan, Nolan’s Dunkirk and Dark Knight and Aging Action Heroes from Bond to Indy

May interest You

Reboots vs Originals Who is the Bigger Badder Better Brand
26 July 2016
Reboots vs Originals Who is the Bigger Badder Better Brand
2013 in Movies: How They Really Stack Up (Infographic)
01 January 2014
2013 in Movies: How They Really Stack Up (Infographic)
Doctor Who: 50 Years of Traveling Though Time and Space [Infographic]
23 November 2013
Doctor Who: 50 Years of Traveling Though Time and Space [Infographic]

Popular

Dead Aliens Tell no Tales: Pirates of the Caribbean 5 and Alien Covenant prove Perfectly Adequate yet Uninspired Franchise Entry Entertainments
03 June 2017
Dead Aliens Tell no Tales: Pirates of the Caribbean 5 and Alien Covenant prove Perfectly Adequate yet Uninspired Franchise Entry Entertainments
INDIANA JAX Fighting to Prevent Poaching on a REAL life Adventure with Jax Metcalfe (via her favourite movies!)
07 June 2017
INDIANA JAX Fighting to Prevent Poaching on a REAL life Adventure with Jax Metcalfe (via her favourite movies!)

Tags