We worked with SurveyMonkey to find out just how much people pay attention to movie studios. Survey results found a limp .2% of respondents said movie studios weighed on their decision making process of what movies to see. With social media that loyalty gap can be closed — if only studios made good use of social’s constant living connection. Let’s look at the damning details.
On the eve of its premiere, Warm Bodies, the zombie romance flick, boasted 70,000 social mentions a day. Look at it now – not a word since June 14, and 54,265 followers are still on the line. Individual movie social accounts have become a necessary evil, but for studios the process has become a repetitive hustle of finding followers and dropping them when the DVDs hit the stands.
The movie-going social community doesn’t need to be forsaken. And there is still much of it to be won. Only 6% of those surveyed said they followed movie studio social accounts. With the right social media revamps, waiting below, movie studio names can mean something again.
Time for a good old Cinderella story.
What Studios should be doing
- Using EngageSciences to reward moviegoers for their reviews. For 60% of respondents, a friend’s review on social media had the largest affect on their movie choice. EngageSciences is an all-in-one social media management tool that allows you to engage, profile and reward your social community. Their loyalty programs, promotions and contests resources are top notch and should be used to reward reviewers with tickets to exclusive showings, movie swag, etc. Movie studios should also use the platform to publish their favorite reviews from the films they currently have in theaters using EngageSciences’ Social Hub feature which can be incorporated on the studio’s site or Facebook page.
- Jumping onto the Snapchat marketing bandwagon. Snapchat is naturally well suited to teasing content. Studios could easily be using the app to send users sneak previews of their upcoming films, codes to unlock interactive digital movie tie-ins, and more. The relatively new Snapchat Stories feature also offers a fresh social arena to engage moviegoers and encourage user-generated content. Studios should offer prizes to users with the most creative movie recaps and reviews. Knowing the Snapchat community, things would quickly get funky and original, the mark of any successful social campaign.
- Gamifying the moviegoing experience with SCVNGR. The SCVNGR platform allows users to unlock prizes when checking in and fulfilling tasks at any participating location. To engage the bracket with the heaviest use of social media, men and women ages 18 through 29, studios could partner with colleges, one of the largest users of the app, to participate in movie-related challenges: checking in at special screening of the film or something quirkier — like taking a zombie-faced selfie on the Hub lawn.
- Posting Google+ hangouts from screenings and filmmaker Q&A sessions from a single studio account. Google+ hangouts offer global connections. Streaming all Google+ hangouts from the studio’s own Google+ account is a chance to stop fragmenting the studio’s social audience. This should be a family affair. Fan bases can still enjoy the singular content coming from the individual film profile, but come to the studios Google+ profile for the hangouts. The studio’s followers can then stay in the loop for future movie releases after the individual account goes dead.
- Synergizing the studio and individual film Twitter handles. Individualized film Twitter handles are standard but critically passive practice, leaving studios without much of a hold of the social community. At its peak Warm Bodies had Twitter buzzing with 70,000 mentions a day. Lionsgate, the studio that made the film, never saw their Twitter handle reach 6,000 mentions in the same time period. Movie star Twitter takeovers, exclusive trailer drops, and other flashy social events should be shared by both the individual and studio accounts. Studio Twitter feeds should be more than a stale list of retweets.
- Creating movie studio social accounts for specific genres of film. 40% of respondents said the movie’s genre was the single most important factor when deciding which movie to see. Putting that information into play is simple and should be an industry standard. If a studio has a number of horror films in the works, they should be marketing them in separate Facebook pages and Twitter handles. Genre accounts and handles are evergreens. They don’t need to be abandoned. With more than one film at their disposal, they can be constantly active and interacting with their ever present and loyal customer base.
Properly harnessing the social media power at the tip of everyone’s fingers can elevate the movie studio name and answer once and for all the question of their social importance.