Film Marketing Gets Low Ratings in Study

Movie studios got poor ratings for their target marketing efficiency in a recent study by marketing professors at the University of Utah, University of Chicago and University of North Carolina. Looking at the performance of films from 2004 in 208 U.S. markets, the study looked at pre- and post-release blog impacts and advertising spends by studios. Despite spending for nationwide blanket marketing, the movie studios only released movies in 53% of the markets most responsive to advertising and 44% of the markets most responsive to blogs and social media. And the type of marketing was also inefficiently matched to likely market response. The larger markets as well as younger consumers, Asians and Hispanics responded more to blogs and social media than advertising efforts, for example. Paid advertising worked better with older Caucasians. The study did not look at more recent films to see if movie marketing or response had shifted, however. For more details on the study, go to http://www.mediapost.com/publications/article/200002/film-marketing-fairly-inefficient.html#axzz2TsDrRchr