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How the internet and social media has changed movie marketing
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How the internet and social media has changed movie marketing [pdf]
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How the internet and social media has changed movie marketing [pdf]
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Content
How The Internet And Social Media Has Changed Movie Marketing
By
Miranda Sager
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Fulfillment of the
Requirement for the Degree
Master of Arts
(STRATEGIC PUBLIC RELATIONS)
May 2019
Copyright 2019. Miranda Sager
2
Table of Contents
Summary…………………………………………………………………………………………..3
Thesis YouTube Link……………………………………………………………………………..4
Bibliography…………………………………………………………………………………….5-9
3
Summary
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.
4
Thesis YouTube Link
How The Internet And Social Media Has Changed Movie Marketing video thesis.
https://www.youtube.com/watch?v=1X3IopfsIZk&feature=youtu.be
5
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7
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9
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*Additional B Roll Footage from https://www.videoblocks.com
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How the internet and social media has changed movie marketing [pdf]
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OAI-PMH Harvest
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application/pdf
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Permanent Link (DOI)
https://doi.org/10.25549/usctheses-c89-160725
Unique identifier
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Internet
movie marketing
publicity
social media