We have talked about the ‘film fan’ at length throughout this document, but how do they really view internet marketing campaigns? Do they believe that it’s an effective channel for encouraging people to go and see a film? We went online and visited some influential film sites, such as Aintitcoolnews and Empire Online and asked the people that really matter for their thoughts.

In March 2008 we posted a question on these sites’ bustling forums asking whether they now regarded online as the leading marketing medium for films. Judging by the terrific response to this qualitative research it is clearly a subject close to the film enthusiasts’ hearts, with 56 people sharing their point of view with us in 10 days.

The overarching opinion from the majority of people we spoke to is they believe the internet has changed film marketing: ‘I like the opportunity to have more information on a film and I can get that with the internet,” is a common feeling. Many, however, are unsure whether outside the vast communities of film fans the average person on the street is aware of much of the online activity taking place. “You have to remember that your average Joe or Jane won’t go trawling the net finding clues and hidden messages/sites. They’ll watch a trailer sure, but in terms of virals it’ll go right over their head,” one Empire Online fan concluded.

A forum user on Aintitcoolnews surmised the issue by saying: “Although many people are ahead of the pack and know about the buzz, rumourmill and trailers before the general populous, there are many for whom such things are outside of their consciousness. I know of quite a few people, who simply aren’t that aware of movie marketing until it gets down to the level of theatrical trailers, TV spots and film reviews.” Many of the people we spoke to on these communities seemed to undervalue their role in the process of creating a buzz around a film.

As we have mentioned earlier in this report, referrals from the influential film fan community are a sought after commodity amongst film marketers.

The consensus of opinion amongst the film enthusiasts appears to be that the power of traditional media like trailers in the theatres and TV spots are still the most effective tool for raising awareness amongst the ‘non-fan’ consumer. “I still think TV and trailers in theatres are still the more persuasive way to market the film for the casual filmgoer. And they are really the ones who count, otherwise Meet The Spartans wouldn’t turn a profit,” is the way one fan amusingly put it. Interestingly, many fans referred to the use of a trailer, but did not reference the fact that online is now one of the key channels for delivering these film previews. A display advert with a trailer on a portal the size of Microsoft Advertising has the potential to reach 70% of the online population, driving mass awareness of a film.

In a previous chapter we discussed how important it is to strike the correct balance of using your audience to help market your film, but warned against over-relying on them. Similarly we spoke on the subject of striving to make the consumer feel part of the filmmaking process, but not at the expense of losing the surprise element and sense of wonder of going to see a film, by revealing too much of the product. This was very perceptively picked up upon by a fan on AintItcoolnews: “There is a feast and famine deal with the internet. A lot of times I tune in and it shows projects I otherwise would never have read about in ANY magazine or newspaper. On the negative side, there can be at times too much information out there (spoilers, etc) that sometimes dilute the impact of a film. It’s sort of like nibbling at a thanksgiving dinner before it’s served.”

‘Honesty’ is an important concern amongst users of film forums. They are fiercely protective of their communities and do not appreciate being used or manipulated by marketers looking to create a buzz around their films. They argue that to truly understand your audience you need to think like a fan rather than pretending to be one. The film fans that we spoke to argue that they are not influenced by studio manufactured hype, but an apparently natural buzz will have an impact.

On a related subject a big forum bug-bear is planted reviews either by the marketers themselves or fans who have been encouraged to unsubtly promote a film. It is described as “infuriating” and “obvious” and likely to have the opposite effect to what its intention is.

Plenty of tips and suggestions are offered directly to marketers across the forums. Production blogs and involving fans in the film making process with interactive promotions get the thumbs up, as do live web chats with the stars and directors of the film. Truthful question and answer sessions fulfil the film fan’s quest for exclusivity. Several posts argue however that ‘gimmicks’ are not always required to promote a film, an entertaining and informative website, that is well thought out can have just as much impact. One thread argues; “Gimmicks and hyperbole soon become passé and out-of-date, so being ‘innovative’ is a double-edged sword. Maybe it’s best to keep things simple and play purely to the movie’s strengths and appeal ratio.”

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