The Role of Social Media in New Movie Marketing
Griffin, Hali (2012) The Role of Social Media in New Movie Marketing. [Dissertation (University of Nottingham only)] (Unpublished)
The study aims to enhance understanding of social media’s impact on and role within marketing strategy for new release films. Current literature on social media and film marketing has a predominantly consumer-oriented focus. This study examines perceptions of social media from the perspective of marketing practitioners, including knowledgeable filmmakers and other professionals with film marketing expertise. This study utilized semi-structured interviews to explore professional perspectives on: how well social media strategy is being conducted and by whom, how social media campaigns are deemed successful (or unsuccessful), and how essential social media strategy is viewed as a component of the marketing mix for new films.
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