Robocop 2014

Social media marketing can be tricky when promoting a film. It can be the source of bad buzz for a recently released film, preventing audiences from paying to watch certain movies. A few bad tweets or Facebook status updates can spread quickly, leading to unwanted negative attention for a film. There are also other risks in social media marketing campaigns. In addition to negative reviews and feedback, a social media campaign can simply be handled poorly by the marketing team. Using social media as a promotional tool can be great for business and really help promote the release of a big budget film. However, a plan needs to be in place of what’s going to be said and the marketing team needs to make sure the channels are put to use after they’re set up.

Memes can always help.

Humorous memes can always help a social media marketing campaign.

Sony Pictures recently released an updated version of the 1980s futuristic action movie and cult film “Robocop.” The film’s official website greets visitors with two clearly visible links to the Facebook and Twitter accounts for the new film. It makes sense for the marketing team to use the two most common social media platforms. What doesn’t make sense is how poorly they used these resources. With a February 7, 2014, release date I would think the social media pages would be all about posting pictures of premiere events and links to promotional appearances and interviews the cast did throughout the months leading to the official release date. Unfortunately, the most recent post on the official Facebook page was made on November 27th. Here’s what it looked like.

Posts like these get a muli-million dollar film's page a whopping 58 likes.

Posts like these get a muli-million dollar film’s page a whopping 58 likes.

It’s possible that the marketing team has focused more of their attention on the Twitter account and that’s why the Facebook page is so shoddy. Not every post can always be the most intriguing or attention grabbing for a big budget film, right?  Well, the Twitter account’s most recent post took place on January 24th. Again, with the release a couple of weeks away, it would make sense to post promotional appearances the cast has made. Videos could be posted that show the cast excited about the film, discussing why people need to go see the film, what’s different about this version, and why it’s worth paying for a ticket. Maybe engage with fans a little by asking them to tweet favorite lines and scenes from the original Robocop. Pictures from the premiere would be a great way to bring some excitement to the social media marketing, as well as promote the film. At least remind people when the film is coming out and where they can go see it with a link to showtimes and ticket buying services! That’s a no-brainer in marketing a film with social media, right? Well, here’s that most recent post.

RoboCop Tweet

 

I think that marketing teams for films should find audiences early and connect with audiences through social media. Engaging with the audience in creative and interactive ways will allow studios to grow a loyal following for films, as well as gain valuable feedback. From the aspect of a film lover, I believe that the information and data which is learned via social media should also be shared with creators of film.

When a film stars an actor such as Joel Kinnaman, well-known for playing Stephen Holder on AMC’s “The Killing,” the marketing campaign needs to capitalize on his potential.  I mean, look at the range of this likable Swedish actor:

For this week’s trailer, I will remain with a film that seems to appear to take place in the future and feature a theme of saving humanity. Christopher Nolan‘s upcoming film, “Interstellar,” looks amazing. Hans Zimmer has also done his score again, undoubtedly providing a thrilling soundtrack that will complement the film perfectly. In addition, it stars Matthew McConaughey, who I have recently changed my opinion on as a result of his work on “True Detective.” Hopefully, it will leave fans feeling like he did when he won his Best Actor Ocscar. Alright, alright, alright.

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Comments
  1. luvgardening says:

    George – great posting. I totally agree that “…marketing teams for films should find audiences early and connect with audiences through social media.” The audience needs to be engaged early and a build up of sorts needs to be there so that it becomes more and more urgent for loyal fans to see this movie when it comes out.

  2. SNHU Student says:

    Today, social media is a major consideration for film promotion, no matter the size and budget. For example, Universal Pictures is very creative, particularly with the release of films targeting children. I like that the company creates interactive marketing campaign around their characters which taps into fans via mobile devices. Fans are then encouraged to share their personalized video clip across their own social profiles. In other words, Universal Pictures has their fans doing the marketing for them. This also connects fans with each other.

  3. ericrwolpert says:

    With social media, I believe that an effective blogger allows the audience to relax a little and get an inside scoop on what is going on inside any particular organization. For the movie for instance, take a picture of an actor in character looking at their cellphone or doing something human. This helps to identify with the social media audience at the human level and will also garner interest in others to hopefully gain more than 58 likes!

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