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© Mathias Noschis www.alphapanda.com The Impact of the Digitalisation on Film Marketing MATHIAS NOSCHIS SCREEN.BRUSSELS 1 DECEMBER 2015

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Page 1: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

TheImpactoftheDigitalisationonFilmMarketing

MATHIASNOSCHISSCREEN.BRUSSELS1DECEMBER2015

http://www.alphapanda.com
Page 2: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

MathiasNoschis

• CareerstartinindependentfilminSwitzerlandandtheSouthCaucasus

• InternaMonalexperienceinadverMsing,PRandsocialmedia• Todayworkingwithindependentproducersandtutoringfortrainingprogrammesandworkshops

• Clients:Fox,Warner,EFA,UniversCiné,UndertheMilkyWay+indies

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Page 3: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Filmandsocialmedia-alovestory?

• FilmfansareacMveandvocal• Audiencestendtosharetheirfilmexperiencewithfriends• Filmsproducealotofaudiovisualmaterial

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Page 4: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

…butlovecomeswithnewchallenges

• BRANDING-Understandingwhattopromoteandlearninganewlanguage

• TIMING-Occupyingthewholelifecycle

• ROLES-Definingeveryone’sroleinthemarkeMngprocess

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Page 5: The Impact of Digitalisation on Film Marketing

© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

Branding

Challenge1

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Page 6: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Branding,really?

• Socialnetworksworkbestforbrandbuilding• Inthefilmindustry,mostbrandsaren’tclientfacing• Everyfilmisaprototype• Directorandcastareo]enthestrongest“brands”

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Page 7: The Impact of Digitalisation on Film Marketing

© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

Learninganewlanguage

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Page 8: The Impact of Digitalisation on Film Marketing

© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

Timing

Challenge2

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Page 9: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Traditionalfilmmarketing

Audience

Pre-production Production Festivals Release

Pre-production Production Festivals Releases

Public

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Page 10: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Filmmarketingintheageofsocialmedia

Pre-production Production Festivals Release

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Pre-production Production Festivals Releases

FansAudience

Crowdfunding

PR

AdverMsing

Partnership

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Page 11: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Practicalimplications

• MarkeMngbudgetspreadoverthewholelifecycle• Keydecisionstobemadeearly(Mtle,posiMoning,targetaudience)• Visualmaterial(logo,keyimage,filmsMlls)requiredfromthestart

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Page 12: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

TheFutureofTomorrow

PolishEnglish-languagedocumentaryexploringthetopicoflifeextension.• Socialmediapresence9monthsbeforeproducMonand20monthsbeforefesMvalrelease

• 20%ofdevelopmentbudgetformarkeMng

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Page 13: The Impact of Digitalisation on Film Marketing

© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

Roles

Challenge3

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Page 14: The Impact of Digitalisation on Film Marketing

© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

© Mathias Noschis alphapanda.com

Whyismarketingshiftingfromdistributorstowardsproducers?

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Page 15: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Multiplicationofdistributionchannelsandstrategies

• MulMplicaMonoffesMvals• Theatricalseenasa“lossleader”• OpportuniMestobreakdistribuMonwindows• DevelopmentofVOD• Crowdfunding

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Page 16: The Impact of Digitalisation on Film Marketing

© Mathias Noschis alphapanda.com©MathiasNoschiswww.alphapanda.com

© Mathias Noschis alphapanda.com

Whichroleforthedirector?

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Page 17: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Definingtheroleofthedirector

• UsersexpecttobuildadirectrelaMonshipwiththedirector• Forindies,thedirectoriso]enthestrongest“brand”• Filmshaveashorterlifecyclethandirectors

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Page 18: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Threenewchallenges

• BRANDING-Understandingwhattopromoteandlearninganewlanguage

• TIMING-Occupyingthewholelifecycle

• ROLES-Definingeveryone’sroleinthemarkeMngprocess

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Page 19: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

Conclusions

• Producers,distributorsanddirectorsshouldworkhand-in-hand• Publicfundingschemesmustadapttonewrulesandnewbudgets• Directors,actorsandotherelementsmustbemeasuredthroughtheir“socialvalue”

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Page 20: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com

? Questions?

[email protected]:MathiasNoschis

Twitter:@FilmMktg

http://www.alphapanda.com
mailto:[email protected]
Page 21: The Impact of Digitalisation on Film Marketing

©MathiasNoschiswww.alphapanda.com© Mathias Noschis alphapanda.com

TheSmallPrint

AllinformaMonincludedinthisdocumentisconfidenMalandintendedsolelyfortheuseoftheindividualorenMtytowhomitisaddressed.Allmaterialsareprotectedbycopyrightlaws,andmaynotbereproduced,republished,distributed,transmijed,displayed,broadcastorotherwiseexploitedinanymannerwithouttheexpresspriorwrijenpermissionofAlphapandaLtd.

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