Facebook is becoming the most important tool in movie marketing, because it can generate huge amounts of buzz for next to nothing.
Speaking at the Social Media Analytics conference, Eric Kuhn said the social network is on its way to becoming more important than a Super Bowl ad when it comes to debuting trailers.
For example, the United Talent Agency agent said that Paramount spent $3.1 million on a “Transformers 3” Super Bowl ad. That resulted in 37,000 tweets.
Not too bad.
But the model is shifting online, he explained.
In October, “The Avengers” trailer dropped. Instead of spending huge money on advertisements, Disney chose to debut the hotly-anticipated two-minute clip to their 2.3 million Facebook fans.
Total cost: free.
The result: 61,000 tweets about the movie, more than a third more.
Of course, Twitter has grown since the Super Bowl, but the point is that Disney got a massive return by spending virtually no money. All they needed was a well-liked Facebook page. (Which is not free, but can be used for multiple purposes beyond the release of “The Avengers” trailer.)
A study conducted by Kuhn and his colleagues showed that there was a direct correlation between the number of tweets about a trailer and the movie’s opening weekend revenue.
So, prepare for a huge take from “The Avengers.” And prepare for more movie studios to move their debuts online.
And here’s the trailer for The Avengers. Spare two minutes.
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