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12 Takeaways From ThinkLA's 2013 Movie Marketing Breakfast

I love attending thinkLA events as it gives me a chance to learn something new and network with colleagues in the digital marketing industry. Speakers included top executives from Google, Awesomeness TV, VICE and Blumhouse. A full recap can be found at thinkLA. Here are my take-aways from the breakfast…

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1. Studios are looking for content outside of movie trailers to build additional buzz.

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While trailers are a big part of how they market films, some original content from studios can get more views than trailers and create conversations with consumers in the social space. This also helps increase search queries for the film. Video example above for Carrie had over 46M views on YouTube.

3. Key to great stories is finding a core element or theme to attach to.

Universal Pictures / Via Facebook: thepurgemovie

Creating content for movie studios is difficult. The key is to find core elements of the story and tease it out with the assets in new and relevant ways to the audience they are targeting.

4. Content needs to be available via multiple platforms.


Consumers will view it where and when they want, so it is very important to create seamless experiences and easy access for consumers on any device and platform.


5. Successful digital companies also have traditional media extensions.

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Awesomeness TV / Via

VICE started out as a magazine, then went digital and now has a show on HBO. Awesomeness TV started as a YouTube channel and now has its own TV show on Nick. The key to expanding to new platforms is extending reach and distribution of content.

6. Making fans marketers is vital.

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FilmDistrict / Via

Giving fans high volume, unique, shareable content is giving them ammunition to be an advocate. Making them part of the campaign gives them ownership and bragging rights in their social circles.

7. Reaching teens on YouTube is a key strategy.

CNN / Via

Teens and young adults are frequent moviegoers. Reaching this audience is tough. They don’t watch traditional TV. They don’t listen to the radio, as they have custom playlists. They don’t see outdoor billboards as their heads are down looking at their phones or other tech gadgets. Best way to reach them is on their phone and YouTube.

8. Awesomeness TV’s sweet spot demo is reaching teens.

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Awesomeness TV / Via

Awesomeness TV started off as a YouTube channel, which is now a TV show on Nick. According to Brian Robbins, their founder, they have more engagement for teens and kids than some of the big players in media.


9. Case Study of One Direction Movie on Awesomeness TV.

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AwesomenessTV / Via

In addition to receiving 1.2M views of which 400K were guaranteed, the experience created conversations on the social sphere and was the top trending topic on Twitter during and after.

10. VICE’s sweet spot demo is 18-34 skewing male.

VICE / Via

While VICE reaches 4 Million unique visitors a month, their channel on YouTube has over 5M+ subscribers. They seed their content via their AdVICE network, a consortium of digital publishers focused on music, travel, gaming, action sports, and fashion.

11. Case Study of The Conjuring on VICE.

View this video on YouTube / Via

VICE created custom content with the next generation of film makers to create conversations around the film. They received 1M video views and 15M social media impressions.

12. Blumhouse Productions breaks the Hollywood Mold


There are new ways independent producers are getting films distributed. Jason Blum, founder of Blumhouse, discussed how small independent low-cost films made outside the studio system can be distributed wide by the big studios. This model has been working for him with films like Paranormal, Insidious, Sinister and The Purge.