With theaters closed, and theatrical marketers in a holding pattern, research and innovation is at an all time high. ListenFirst’s film database is being leveraged to plan bulletproof social and digital campaigns, which will hit the market as soon as the curve is flattened, to fill theater seats globally.
If your team is not yet maximizing the downtime for campaign planning, consider the following:
#1. Genre Competitor Downloads
Interested in knowing why certain films have exceeded box office expectations? By combining a handful of social tools and signals, such as ListenFirst’s Interest Scores and Visual Content, you will be able to pinpoint when interest levels began to rise for past theatrical releases, and why. Was it simply a specific trailer that prompted fans to show up opening weekend, or a well-rounded broadcast TV spot strategy? Are Influencer Screenings worth the time and financial investment? These questions and more can be answered for any film from 2012 on.
#2. Film-Specific Audience Analysis
Films that were slated to release in 2020 have already built large social audiences who are hungry for content. Although it’s not the time to drive explicit box office intent, the opportunities for awareness and engagement on social media are at an all time high. Now is the time to really dig deep, understand your audiences, and give the people what they want. What are their interests? Which broadcast TV shows do they watch? And, most importantly, who was talking about your film on the days after your release date was officially pushed or postponed? Based on ListenFirst’s Film industry research so far, “Sadness” was one of the Top Emotions for release date-related conversation over the last few weeks. Therefore, these individuals will likely be the ones who will show up once theaters are back up and running.
#3. The Power of TikTok
With the sudden surge in both Users and Viewers on Tiktok during COVID-19 isolation, we need to lean into the platform for summer and fall releases. Data is limited and only a few films have run large campaigns to date, but what could be the most impactful? Did the Birds of Prey and House With a Clock in Its Walls TikTok activations work, or were they just “nice to have” add-ons? With the time to dig in and plan, the best campaigns are yet to come.
#4. Trailer Cadence and Volume
Time is going to be limited once the theatrical window opens again. When should you release your first trailer? Should you re-release the old trailers? ListenFirst can provide timelines for historied franchises, 2019 comedies, or even just the MCU. And if you’re only interested in films that grossed over $50M in its opening weekend, ListenFirst can analyze that too. These are unprecedented times and the more data-informed your decision making, the better.
#5. Talent Rankings & Targeting
We are all well aware of Will Smith’s social influence (who reaches over 120M Followers). So what happened with Gemini Man? And why did Charlie’s Angels open low, even after recruiting Ariana Grande, Miley Cyrus, and Lana Del Rey for its soundtrack single? In today’s world, you’re not guaranteed to have a hit just through esteemed A-list talent. By using ListenFirst’s comprehensive talent universe (which consists of 25,000+ individuals), instead of focusing on vanity metrics like Total Followers, we can help identify who you should lean on for future films, or tap for Official Soundtracks based on other KPIs. You can also focus on just one star, as illustrated below.
#6. Building Brand Equity
Many will argue that it was a well-coordinated synergy push which helped Disney+ gain 26.5M subscribers in its first three months. So, now is the time to promote your current catalogue as a whole. For instance, ListenFirst has seen Interest Scores in the last 2 weeks surge by over 100% from 90s classics, such as The Talented Mr. Ripley, 12 Monkeys and BASEketball. By promoting your pre-existing films across your main Studio social channels as a conglomerate— and directing fans to platforms where they can stream these films—you can potentially increase association between your Studio logo and a popular film name.