A whole bunch of stories have hit that all revolve around how the system for content research, distribution and more has changed for movies.
The first thing to keep in mind is that, as Andrew at PaidContent reports, companies now have the ability to go directly to the end audience with either news or entertainment. They no longer need to rely on the traditional distribution outlets and gatekeepers to get their messaging out. Andrew’s five bullet points need to be printed out and tacked on the wall of everyone working in corporate marketing.
That thinking is put into sharp relief by the news that the William Morris agency is going to begin creating high-quality content starring talent from the agency’s roster. Those shows will be free and ad-supported, which leads to an almost unlimited amount of new content that’s being created and a subsequent amount of ad opportunities. This brings money directly to the agency, as opposed to them acting as the negotiating party between a star, a media company and an advertiser. This is a huge disruption to the existing eco-system. Add to that the news that a new Mark Burnett-driven movie site at MTV will contain a heavy amount of user-generated content and you can see that walls are falling all over the place.
Andy at IMM reminds us that marketers need to make sure that they’re actually communicating what’s most interesting about their company to the customer base. That means a completely holistic approach needs to be adopted to get the message to the audience wherever they are. But don’t tell that to media companies such as movie studios who continue to see YouTube as the enemy and not as the valuable marketing partner it could be. Ian Schafer from Deep Focus is quoted on how marketing and legal departments are often at odds over what’s acceptable and what’s not.
Finally, it’s encouraging to see that a company as big as Disney is taking the online community seriously when it comes to market research.
There’s a new paradigm that’s emerging that not only included increased consumer control over the media they consume but also an increased amount of how corporations are finding they can distribute the content they create without an intermediary. This has got to be a worrying time working for a company that does nothing but re-purpose and distribute (read: newspapers, movie theaters, TV networks) because their world is falling down around their ears.
- Defamer passes on an open call for Halle Berry or Bruce Willis lookalikes to participate in street marketing stunts related to their upcoming movie Perfect Stranger. If you’re interested they have the details on how to submit your headshots and such.
- Trigger has created an online sniper game for to promote Paramount’s upcoming flick Shooter. Also, the studio wants you to enter a trailer mash-up contest that allows you to make your own trailer using materials they provide.
- Self-promotion maestro Mark Cuban, apparently unfamiliar with “irony” has asked YouTube to take down content from his Magnolia Pictures studio.
- Consumers are advised – wisely – to sit back and wait to see which next-gen DVD format pans out before jumping in.
- Blockbuster might start charging a fee for their Total Access program, thereby nullifying why the program was attractive in the first place.
- Yes, a movie starring Burger King’s creepy “The King” mascot is really happening – it’s not just a dream.
- Clayton has some ideas for the Transformers website.
- Tim Nudd is discussing some of the brands whose future selves are predicted in Idiocracy.
- Like Wells, I’m getting a little overwhelmed with trailer mash-ups, but the one he points to for Glen&Gary&Glen&Ross is quite funny.
- The director of Norbit and Wild Hogs is just fine with producing crap because he makes his money whether the critics like his movies or not.
- IDW has sent out a preview of the cover for issues #1 of their Transformers prequel comic.
- Springfields from around the country are competing to host the premiere of The Simpsons.
- CBSNews looks at how Hollywood positions its movie promotions on TV.
- I’m not upset about the news of a Serenity special edition at all because, quite frankly, it deserves one.
- For reasons I’m not completely sure of, NBC Universal hasn’t fully embraced all the synergistic opportunities presented by its ownership of iVillage.
- David at adfreak wasn’t exactly thrilled by the trailer for Blades of Glory.