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How the Internet and Social Media Ha...

Sager, Miranda.

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How the Internet and Social Media Has Changed Movie Marketing.

Record Type:	Electronic resources : Monograph/item
Title/Author:	How the Internet and Social Media Has Changed Movie Marketing./
Author:	Sager, Miranda.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	10 p.
Notes:	Source: Masters Abstracts International, Volume: 81-11.
Contained By:	Masters Abstracts International81-11.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27792023
ISBN:	9781392721995

How the Internet and Social Media Has Changed Movie Marketing.
Sager, Miranda.

How the Internet and Social Media Has Changed Movie Marketing. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 10 p.

Source: Masters Abstracts International, Volume: 81-11.

Thesis (M.A.)--University of Southern California, 2019.

This item must not be sold to any third party vendors.

This video thesis conducts an in-depth analysis of the evolution of movie marketing in relation to the advancement of the internet and social media. The emergence of the internet and social media poses a new found challenge for the movie marketing industry. Consumers currently live in a digitally overloaded world where it can be hard to separate one advertisement from the next. In regard to movie marketing, film publicists must find the most efficient way to use the internet and social media to reach their target audiences and to keep them engaged throughout a movie's release.This video thesis, which is supported by the participation of four entertainment professionals, examines which social media platforms are the most efficient in a marketing campaign. It was found that Instagram was the most recommended platform across all interviewed video thesis participants. Instagram possesses the largest amount of engaging capabilities, while simultaneously Facebook owns Instagram, therefore by using either platform, there is the option for cross-platform engagement across the other, respectively. This thesis continued to examine the effectiveness of the traditional movie trailer, discovering that it is still the main driver towards a movie's success. However, the use of YouTube to display movie trailers has made trailers even more accessible to a broader audience. Sample campaigns from studios such as Warner Brothers and Sony are used in a compare/contrast manner to display the influential power of social media. Lastly, this thesis puts forth suggestions for future use of the internet and social media in regard to movie marketing. There has been a lack of research conducted about the effect of the internet and social media on movie marketing within the last decade, this lack of research has created a sufficient need for a thesis such as this. The primary research conducted through the four interviews along with supporting evidence has provided a well-rounded synopsis on the effect of the internet and social media on the movie marketing industry. This thesis aims to educate entertainment professionals on the most effective way to use the internet and social media as platforms to elevate movie marketing campaigns.

ISBN: 9781392721995Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Video thesis

How the Internet and Social Media Has Changed Movie Marketing.
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