As the headline states, “are we really taking tweeting too far?” I would say that in my spare time I enjoy watching movies the most, so obviously I try to stay “in the know about upcoming and new releases. In surfing the latest news and trends in new media I came across an interesting article focusing on the recent release of J.J. Abrams and Steven Spielberg’s “Super 8,” and whether using Twitter as a pre-release marketing strategy was for the good or did it go too far. As Simon Dumenco states it: “why wait to tally receipts when you can guesstimate them before the first ticket is even sold?”

Personally it is a great idea, why not know what consumers are saying before the movie even comes out, get real attitudes from real consumers. In my opinion Super 8 was mildly marketed, and I believe that because there was a sense of mystery, it made consumers want to talk about it more and have a drive to see it out of our natural curiosity. I feel that pre release marketing kept buzz going about the movie, good or bad, which created more and more hype. And because of all the hype, Super 8 brought in $38 million it’s opening weekend.  Dumenco states, “Super 8 was saved by Twitter.” I will have to admit that I didn’t feel like Super 8 looked very good but when I saw the reviews and heard the positive buzz about it, it became a must see. After the movie came out and audiences began to rave about the new release, retweets looked a lot like this:

  • @AMCTheatres — the official Twitter account of the AMC Theatres chain — has also been scoring a ton of retweets of its retweets of fan takes on “Super 8” including: “Loved #Super8! Something between Close Encounters and E.T. Took me right back to my childhood.
  • @AlisonSparrow Tix: http://amcurl.com/uIu” and “#Super8 is a love-letter to classic Spielberg films, with a bit of Dazed & Confused tossed in.
  • @Titan4Ever2488 Tix: http://amcurl.com/uIu.” Very smart, AMC Theatres. Very smart.

Below are a few charts of tweets about Super 8 including an hourly tweet volume chart, estimated gender split of tweets, and sentiment analysis of tweets about Super 8.

 

Billy Rivera agrees that pre release marketing is key in successfully creating buzz about films and engaging the audience early on.  I believe he is on the right track when it comes to using social media such as Twitter to strategically gain the attention from the target audience. His helpful tips include:

  1. “If you want to do social media you need to engage your target audience and treat them intelligently.
  2. Use the notes in the social media toolbox: build a fan base during production, use twitter, involve online communities, use celebrity endorsements, etc.
  3. There are lots of media platforms and thousands of social media websites to use to market films: Wikipedia, YouTube, MySpace, facebook, twitter, etc.
  4. Plant your social media marketing seeds early.”

To read more in detail about Billy’s advice in marketing films using social media, visit his blog at:  http://billyrivera.wordpress.com/2011/04/07/market-your-film-using-social-media-4-helpful-tips-every-filmmaker-should-know/

I also found the comments on Dumenco’s article particularly interesting. Some agreed, although most figured that the movie was so popular because the nostalgia it produced for consumers and the word of mouth marketing. For example:

To read more about the “Media Guy,” Simon Dumenco of Advertising Age and trending topic on new media visit: http://adage.com/article/trending-topics/box-office-champ-super-8-saved-twitter/228179/

Overall using social media as a tool for pre release marketing is a good idea to get feedback before and after to get the real scoop from the audience directly. The power of social media is growing everyday due to the interactivity of consumers and brands.Finding new ways to market utilizing these tools are also very becoming and will continue to make the bond between consumer and brand stronger.

Jill V. Arvidson – signing out

Advertisements