Buster Film Festival - Marketing Films to Teenagers

© Mathias Noschis alphapanda.com

Marketing Films to Teenagers 25th September 2014 Buster Film Festival

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Who am I?

© Mathias Noschis alphapanda.com25/09/2013 © Mathias Noschis alphapanda.com

Why should producers and directors care about film marketing?


Multiplication of distribution channels and strategies

• Multiplication of festivals • Theatrical is seen as a “loss leader” • Opportunities to break distribution windows • Development of VOD


Anticipate the needs of the distributors

• Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate


Social networks require time• A successful social media strategy lasts for the

whole lifecycle • The community should be active at the time of

release


Understanding the consumer journey


Consumer journey

Process a person has to go through from never having heard about a film to the actual action of watching it

© Mathias Noschis alphapanda.com© Mathias Noschis alphapanda.com



A teenager’s consumer journey• Limited financial means • Limited distance • Importance of word-of-mouth • Paradox of contrarian and conformist


Why are teenagers such a challenging audience?


Research

Never underestimate how little we know about teenagers’ taste and habits. Trusting your first impression is often wrong and misleading.


Reach

Many teenagers can’t be reached through traditional channels (press, TV, online portals). They mostly search for advice through peer recommendation and from social media.


Mistrust

Traditional opinion leaders and trend-setters (journalists, critics, media) have very little impact on the teenage audience.


1. Research


Exploring the field through Facebook ads• Planning a fake Facebook ad campaign allows

to compare target groups and to identify trends • A powerful tool to challenge preconceptions


Youth sports projectHow many Flemish-speaking Belgian males, aged 13-22 are interested in…

260,000

98,000 114,000

0

50,000

100,000

150,000

200,000

250,000

300,000

… video games … cycling … basketball


Music genresHow many 13-19 years old in Switzerland are interested in…

61% 57%

19%

0%

10%

20%

30%

40%

50%

60%

70%

Pop music Hip hop Punk rock


Music genresHow many 13-19 years old in Poland are interested in…

61% 58%

31%

0%

10%

20%

30%

40%

50%

60%

70%

Pop music Hip hop Punk rock


2. Reach


Outreach

Go beyond traditional journalists to consider anyone as a potential “brand ambassador” for your film • Identify keywords related to your film • Build a database of influential people (blogs,

sites, twitter accounts, forums…)


Adapt your message to the channels they are using

If your audience isn’t on traditional media, tweak your message to make it suitable for the channels they are using


Get their friends to talk about it

Viral marketing is probably the most powerful way to make your message impactful for a young audience


3. Mistrust


Give the floor to someone they trust

Films are an appealing and attractive thing, find someone who can endorse your film and convince the audience


Embrace the mistrust

Rather than trying to desperately get your audience to believe in your message, play with that mistrust


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Mathias Noschis [email protected] @FilmMktg

http://slideshare.net/alphapanda

mailto:[email protected]

© Mathias Noschis alphapanda.com© Mathias Noschis alphapanda.com

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Buster Film Festival - Marketing Films to Teenagers

Entertainment & Humor