The purpose of my research project is to provide further insight on the benefit of social media marketing for the promotion of films. I would like to see if there is a link between movie marketing on social media and ticket sales. With the decline of theatre ticket sales, and the increase of social media usage - I want to analyze the ways in which social media can be used to promote films, and in turn increase ticket sales.

Methods

Subjects

For my research project, I spoke to a variety of Canadians ranging from about 16 - 55 years old. The majority of participants fell into the 18-24 age range. I decided to focus specifically on Canadians, as I believe the movie industry operates quite differently here then it does in the US.

Measurement

In order to draw conclusions from my findings, I used a variety of measurements to organize the information I obtained from the subjects. Some of the key variables included movie favourability, theatre-going habits, social media usage, etc.

Data-Collection Methods: Interviews & Surveys

I used three different methods throughout my research process to obtain data and information from the chosen subjects.

First off, I conducted email interviews with Canadian professionals who worked within the movie and social media industries. This included individuals who worked as entertainment journalists, media personalities, film engagement coordinators, etc. Due to their close ties to the film industry within Canada, they were able to provide some interesting insights into movie marketing on social media, in addition to their own personal opinions.

Secondly, I created a survey which was circulated to over 100 Canadian participants. As previously mentioned, this survey was used to analyze the participants' movie-watching habits, social media routines and dependancy, how social media affects their movie-going habits, etc. I was very pleased to see I received over 100 replies, as this provided a vast array of answers and opinions.

Lastly, I conducted follow-up interviews with several survey participants who graciously shared their contact information at the end of the survey. During these brief interviews, I asked them more in-depth questions about how social media affects the likelihood of them seeing a film in theatres.

Expert Opinions on Social Media and Movie Marketing

"Social media is the best way to drive messaging, i.e. when tickets go on sale, when the movie starts, reviews and box office numbers for films. As the world becomes more mobile and on-the-go, tapping into people's consideration through their social media is becoming more and more impactful."

"Social media is indeed a vital component of a successful movie marketing campaign these days, because that's where the majority of audiences are now looking for information and content about a film, and it's where awareness and conversation begins for non-journalists and those who aren't in the industry. As audience attendance numbers drop at movie theatres -- and declining magazine and newspaper readership results in newsroom layoffs -- fewer people are seeing a film's trailer at the cinema and reading about movies in traditional media, so social is critical in getting those messages out. The "word of mouth" phenomenon that existed pre-digital era is now aided by social media, where film marketing can include anything from pop-up events that get traction on Instagram and Twitter, to AMAs with film talent and behind-the-scenes footage."

"It depends on the demographic you are trying to reach, however, as social media becomes more ingrained in everyone's lives, it's becoming more important no matter the audience. When it comes to marketing you have your traditional media like billboards, newspapers, movie trailers in commercial blocks, but with less people in big centres driving cars, reading the paper, and watching cable television, it seems that social media has become the most valuable and universal platform. Studios now invite influencers to press junkets, offer influencer specific events, and create a lot of their marketing with social media in mind and what people will want to share online. I've definitely seen a shift from the traditional hosts and channels at press events, to influencers and YouTubers filling up more spots."

About Me

Hi there - thanks for visiting my site!

My name is Hailey Price and I'm a 4th-year Professional Communications student at Ryerson University. After living in Montreal for my entire childhood, I moved to Toronto four years ago to attend Ryerson and to hopefully work in the entertainment industry one day.

I decided to perform my research on this specific topic, as I am extremely interested in the marketing of creative properties. I believe analyzing the best marketing practices on social media will be extremely insightful and provide interesting information of what content performs best. This research will provide practical information for those who are trying to market a product using social media, which has undoubtedly become a new form popular form of promotion.

Check out my movie/tv blog here!