The world has marvelled at motion pictures ever since their introduction over 100 years ago. By now we are all familiar with the story of movie goers fleeing the very earliest cinemas in fear at the sight of a black and white train, silently heading towards the audience as if about the smash through the screen. Vintage Hollywood awash with glamour, celebrity and money despite the absence of sound and colour. Ever since, the film industry has adapted and thrived following many major revolutions. For example, the tumultuous introductions of first, the talkies and then many years later, Technicolor sent shock waves through this roaring trade.

In recent years a revolution of a different kind has been occurring in film, one that has affected all aspects of the movie making machine. The internet - as with music, has - permeated every level of the film industry, from the stories that are created, through to production and particularly with regards to marketing and distribution.

Microsoft Advertising in February 2008 together with an array of marketers connected to the film industry - 20th Century Fox, Universal Pictures, BSkyB and Odeon amongst others - discussed the extent of how the internet has impacted upon the film marketing and distribution process. The discussion also had the objective of ensuring the UK film marketing industry remains at the forefront of digital creativity and excellence.

This report aims to pick out the key themes from the event, whilst taking a wider look at the achievements in film marketing online and possible impediments to continued growth of the sector.

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• IAB & Microsoft Advertising Report: Movie Marketing Online (6878k)
  Learn about the round table event and the movie industry as a whole.