Late last week Variety held their Massive Summit, bringing together Hollywood marketers and others to talk about what’s happening, what’s next and what it all means. You can read its own recaps here and here but here are some of the major points that seem to have been discussed:
Virtual Reality: Nothing real concrete here but there seems to be consensus that this is going to be a big platform in the near future. I agree but we have a ways to go before the price comes down to where it’s a viable mass-market tool.
Social Media Influencers: Apparently influencers don’t necessarily need to be Millennials, which is a *shock* to me. Honestly, if there’s one area I think is not long for the world it’s this one as the “stars” lose credibility after jumping from one client to another. Their super-savvy audience won’t put up with this for much longer.
Social Promotions: Interesting split by attendees on whether this would result in reduced costs for marketing. Of course having a standard definition of what’s what would help, otherwise all those massive online ad buys gets lumped in with those increasingly-expensive influencer campaigns, which means the scales are going to be tilted.
Celebrity Activity: Seems as if there’s agreement this needs to be used sparingly and only when it fits with the actor’s overall online persona, which is totally reasonable and should be the foundational principle for any employee advocacy program.
Sharing Is Key: This is pretty basic but yes, people sharing trailers and other material on their social media channels is a good thing for awareness.
There’s more and both stories are definitely worth reading. But I find it interesting that everyone’s talking about being anxious to adopt new, buzzy tech trends when very few of them do anything like what I would consider to be “core content” marketing. Perhaps that’s because of the campaign-driven nature of the movie business but still…there are a half-dozen ways that could work for them and accrue long-term value.
Anyway, I don’t want to rag on the studios for doing what comes easy and what’s working for them at the moment. On the plus side it’s good to see them innovating on many of these ideas and looking for what’s next.