As far as movie advertising goes, official web sites have become a crucial tool for advertising upcoming and existing films. Mabry & Porter (2010) reports a ‘relatively important and statistically significant relationship between web site traffic and box office revenue’. Movie trailers have been a vital part of the advertising process, appearing ‘very early on - around 1912 - although they did not become standard for several years’ (Film Reference, N/A).
Of some 10-billion videos watched on line annually, movie trailers rank #3, after news and user-created video. With such easy and instant access to them, these increasingly popular cinematic morsels are being devoured by moviegoers–and served up with serious consideration by the industry that sometimes spends sums equivalent to a third world country’s annual budget to concoct them (Merin, 2008).
According to a study by Microsoft Advertising and 20th Century Fox, ‘[o]nline film advertising should play a growing role in the marketing of movie releases... Online film advertising [is] particularly effective at presenting film trailers in a positive environment and broadening [the advertiser’s] reach beyond the cinema environment. Trailers were confirmed as the single most influential element in consumers’ decision to view a film’ (Microsoft Advertising, 2009).
Snell (2009) believes that movies are a large part of the entertainment industry and that ‘in recent years their websites have become increasingly critical to their overall success’.
Table of Contents
1. Introduction
2. Trends in Film Website Design
3. Case Studies: Ten Films and Their Official Websites
3.1 Thor
3.2 Pirates of the Carribean: On Stranger Tides
3.3 X-Men First Class
3.4 Super 8
3.5 The Hangover 2
3.6 The Smurfs
3.7 Harry Potter and the Deathly Hallows: Part II
3.8 Flying Mosters 3D
3.9 Sucker Punch
3.10 Small Town Murder Songs
Objectives and Topics
The primary objective of this work is to analyze the role and effectiveness of official film websites as a modern marketing tool. It examines how specific design trends and interactive elements—such as trailers, immersive Flash content, and social media integration—influence consumer expectations and engagement with upcoming movie releases.
- Evolution of online film advertising and its relationship to box office performance.
- Key design trends and "best practices" for modern movie websites.
- The role of "immersive" user experiences versus "trailer-only" informational sites.
- Analysis of real-world examples demonstrating varying approaches to digital marketing.
- Technological considerations for visitor engagement (UI, interactivity, and multimedia).
Excerpt from the Book
THOR
Although it is a trend for some studios and companies to keep their movies on their own websites, ‘[t]he number of major movie websites that are on the main company domain is far more than those that have their own’ and so Thor appears on the Marvel URL. The site uses Flash to show exciting imagery from the trailer but, respectively, without audio. Most film websites employ the movie trailer as the primary advertising vehicle, in some cases several trailers, as ‘only natural to assume that the website of a movie would include some video’ (Snell, 2009).
Many websites put the trailer on the home page or a splash page, and the trailers often start without being prompted by the user. While audio and video that automatically starts is usually considered a negative feature, because of their subject matter, movie websites are a bit different than the average website. Because video is a priority for most visitors, it seems to be an accepted fact that movie websites will play a trailer automatically when the page loads. (Snell, 2009)
Summary of Chapters
1. Introduction: This chapter highlights the growing importance of official websites in the entertainment industry and discusses how trailers and web traffic impact a film's overall success.
2. Trends in Film Website Design: This section details specific design elements such as page length, the use of Flash, and interactive media, while providing professional recommendations for effective visitor engagement.
3. Case Studies: Ten Films and Their Official Websites: This chapter provides an in-depth analysis of ten specific film websites, comparing their technical execution, marketing strategies, and success in meeting user expectations.
Keywords
Film Marketing, Official Websites, Movie Trailers, Digital Advertising, Immersive Experience, User Engagement, Flash, Web Design, Box Office, Interactive Media, Consumer Behavior, Online Marketing, Film Promotions, Multimedia, Web Traffic
Frequently Asked Questions
What is the primary focus of this work?
This work examines the digital marketing strategies used by film studios, specifically focusing on how official websites function as key promotional vehicles for upcoming movie releases.
Which central topics are discussed?
The core topics include the impact of web design on user expectations, the importance of trailers in digital advertising, and the balance between creative immersion and functional navigation on movie websites.
What is the main research question or goal?
The goal is to determine how various design techniques and content choices—ranging from minimalistic sites to fully immersive experiences—contribute to effective film advertising and audience engagement.
What scientific or research methods are used?
The author uses a qualitative analysis approach, synthesizing industry studies from researchers like Snell and Chapman with a comparative review of ten real-world case studies.
What content is covered in the main body?
The main body analyzes specific web trends and presents detailed case studies of diverse film websites, ranging from blockbuster Marvel movies to smaller independent productions like Small Town Murder Songs.
How would you characterize this work through its keywords?
The work is characterized by terms such as digital advertising, user engagement, immersive design, and film marketing, reflecting its blend of web development and entertainment industry study.
Why are trailers considered so vital on these websites?
Trailers are identified as the most influential element in a consumer's decision to view a film, serving as a primary driver for the design and layout of official movie websites.
How do "immersive" sites differ from "trailer-only" sites?
Immersive sites utilize interactive Flash content and extensive features to keep users on the page, whereas trailer-only sites rely on simplicity to deliver essential information quickly.
How does the author evaluate the "Thor" website?
The author notes that while the Thor site is visually appealing, it suffers from excessive video compression and a reliance on third-party redirection, which diminishes the intended immersive experience.
What is the significance of the "Small Town Murder Songs" case study?
It serves as a counter-example, demonstrating that a simple, trailer-only design can be highly effective when it aligns with the nature of the film and manages visitor expectations appropriately.
- Quote paper
- Nick Birch (Author), 2011, Effective advertising of films, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/269682
