How Have Influencers Changed Movie Marketing?
By Sanjeev Wignarajah
ACT 1
Coming soon to a theatre near you… In a world where influencers gain access to interviews, go behind the scenes of upcoming and highly anticipated films of the year, and go to red carpet premieres, plus interview celebrities on the project. Especially film festivals. The term ‘movie going experience’ has changed post-pandemic as studios and movie theatres are still recovering from the Pandemic and streaming services dominate the market with mixed results.
Studios have gotten creative for each project that persuades people on why they should go see this film on the big screen. The same applies to film festivals with a twist. A recent example is the 50th Anniversary of the Toronto International Film Festival. New to the festival is The Criterion Closet Van, where cinephiles line up and enter the van. They have three minutes to pick three favourite films and explain why it’s their favourite and go on a deep dive on the film.
The genius behind Criterion Closet Van is that it unites film lovers of all ages and it’s an experience streaming services can’t replicate. Choosing three of your favourite films may seem an easy but impossible task but finding it in stock is a glorious reward. It’s like Letterboxd asking you for your four favourite films. In addition to that, The Criterion Collection partners with film festivals, local and prestigious movie theatres, and video stores to bring the van to the people. It’s about community.
A visit to The Criterion Closet will unleash the inner cinephile as you marvel at the artwork and additional content. As well as owning a piece of film history.
ACT 2 – Studio Creativity
Popcorn buckets, product activations and partnerships, and many more on how studio and marketing heads are cooking up with bold and creative ways to build hype for the upcoming, highly anticipated films. There are many creative examples where organic marketing and studio marketing bring the hype to the masses.
Minions – The Rise of Gru (Gentleminions)
The year is 2022. As movie theatres rise from the post-pandemic and a new slate of films that were supposed to be released in 2020 are now being released. One of them is Minions – The Rise Of Gru. The genius behind this organic marketing is that an army of young gentleman dressed in suits and were very polite. The film made $920 Million in the box office.
Product Partnerships
Films and products go hand in hand. Whether it’s the wardrobe, the car, a luxury watch, etc. There’s a story to tell between the influencer and the product. On top of that, there’s even an event in relation to celebrate the product tie-in with the film, thematically.
Popcorn Buckets
Who doesn’t love popcorn at the movies? It’s a tradition as old as time with a twist. 2024 brought us Denis Villeneuve’s Dune Part 2 popcorn bucket which resembles a sandworm. The trend continued with Deadpool & Wolverine, The Fantastic Four: First Steps, and Alien Romulus.
ACT 3 – Content Creation and Independent Journalism
Content Creation on film has been on a huge rise thanks in part of social media. While traditional media outlets are still an integral part of entertainment coverage. Content Creators have been given access to exclusive interviews and access to film sets like never before. Like traditional media, content creators and YouTube Movie Reviewers attend press screenings of highly anticipated films. The huge difference is that they can partner with studios such as partaking advanced screenings or being part of film festivals to take part of the glitz and glamour.
Final Thoughts
Influencers have changed the scene for film marketing for the better in terms of tying products into storytelling that resonates with them and content creation for creating their own entertainment brand and having a unique take on journalism. While traditional media is an integral part of film marketing. It’s the content creators’ bold direction to go where no partnership has ever been before.
Sanjeev Wignarajah is a freelance writer and photographer working with select clients and publications. He has a background in journalism and public relations from Centennial College.