Brand Marketing Gurus Take Cues From Fans to Promote Film and TV

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by Lindsey Francy Sep 15, 2022 News
Brand Marketing Gurus Take Cues From Fans to Promote Film and TV

It is both an art and a science to turn a piece of entertainment into a cultural phenomenon.

The science has taken over the art in the future.

Variety spoke to two marketing experts who promoted such blockbusters, one of which is the executive VP of the originals marketing of HBO and the other of Paramount. The five films that Paramount has opened at #1 in the next four years have made more than $1 billion.

Barlow and Weinstock make sure that their campaigns start with good content. A campaign can help cut through the noise and elevate a watch to a must-see.

Barlow says that starts with taking fans' signals. The decisions we make as marketers are informed by them.

Digital tracking and social media have turned a trickle of data into a torrent.

She says that seven to eight years ago, creating that cultural moment meant a one-to-many type of messaging, spending lots of money to reach a broad audience.

TV spots, trailers and outdoor are some of the tactics used in today's campaign.

Targeted messages can be made possible by the large amount of data. There are other interests that marketers want to target. If you were a male over the age of 35 or 40, his team knew it. I cannot wait to watch this movie. The demos weren't as enthusiastic. We were going to get those other audiences.

Targeted marketing came into play. There is a sailing sequence in the film. Tech enthusiasts were told that the sequence was shot in a jet. The diversity of the young cast was talked about by others. There is something for everyone in this place. Our job is to create a campaign with different access points for different people.

The marketers begin with that base. The title of the show means "House of the Dragon"

Barlow says that the teams engage in real time with communities online and offline to make sure they are listening to what they have to say.

In order to create a true water-cooler event, the audience that missed the initial release is swept up. A premiere is when someone clicks on a link. Barlow said right? As the season goes on, that is important to us. There is still a chance for you to join the conversation even if you missed the first few episodes.

Is there still room for a marketer to have a hunch? Weinstock said one hundred percent. You can only rely on the data. You have to decide if it feels right. It feels like a perfect piece to go out.

I think it comes from doing this for a long time and feeling like you know what. This is how to get there.