The Drum – What We Can Learn from Movie Marketing

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What can the industry learn from the ways movies themselves are marketed – an area of the industry that sees some of its most creative cut-through work?

Savannah Westbrock, account strategy director at Coegi recommends: tailor assets to maximize excitement

All marketers can take cues from how the film industry has tweaked its standard playbook to bring digital and creative strategy together for the best customer experience and brand storytelling.

Consumer attention started to noticeably decline in the 2010s, and theater owners quickly caught on. They started pushing movie trailers to follow the same advice digital buyers give creative teams: shorten your videos. 2.5 minute trailers can be frustrating to sit through; and putting the same on various platforms can fatigue audiences. Thankfully, film marketers have started to improve their playbook and curate messaging for digital platforms.

Shorter ‘teaser’ trailers before the full trailer are becoming the norm; blockbusters now have multiple trailers introducing new footage to excite audiences over time. These strategies can be applied to any brand’s video strategy. For example, use six-second social media placements to tease standard ads. Or adapt your primary ad to digital video placements across social media and YouTube. Consider using sequential messaging to bring the audience through the full campaign story.

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