Digital marketing in the film Industry

Digital marketing in the film industry

There has been a slight shift in the past two decades on how we watch movies. The traditional way of watching movies would be to go to the cinema or watch movies on the television, but now where most people get their movies is online and companies like Netflix and Amazon prime have taken over the digital age of watching movies.

The same goes for the music industry, music used to be listened to on the radio or television decades ago but now people can download music on their phones and other digital devices. Apps like Spotify and Apple music have taken over the music streaming services and these companies get paid by consumers monthly to get the latest albums and single on their digital devices e.g. iPhones.

Movie producers are looking at the digital space to promote their films as it’s cost-efficient for the number of audience its able to influence.

The entertainment industry today is spending millions of dollars on digital marketing.  From a celebrity to a movie, everyone wants to use digital platforms for publicity. “Movies like Robot 2.0 and Baahubali have chosen digital as the platform for marketing, as it provides the highest reach and is able to utilize their fan base more efficiently”.

Companies like Netflix and Amazon Prime are taking advantage of this space in the market e.g. Netflix makes their own movies but also sponsor movies on the website and get paid for it, the same goes for amazon prime. To get Netflix or amazon prime as a consumer you must pay 10.99 euro per month.

Digital marketing has undoubtedly changed the terrain of the music industry. The key is to not view it as an unfamiliar threat, but instead a huge opportunity waiting for pioneering artists and their teams. From social media to word of mouth to video market, new talents have never had so many tools --or competition-- in front of them. Those who will not only survive, but thrive in this new world of music are the ones who use the Internet to make themselves known to huge new audiences.

With the rise of Gen Z, the world's first true digital natives, younger generations are learning about older songs through social media and video sites, creating a new wave of fans for the music industry.

Music industry and Ireland

The Irish music seen is very visible but dyeing out on the international stage. “According to news reports music contributes more than 700 million euro to the Irish economy”. The report underlines the opportunity for further growth in the sector through the development of national music strategy routed in four key action areas:

• ·         Coordination & collaboration through the establishment of a cross-Government music grouping to work with a cross sectorial Industry Advisory Panel to address barriers to growth in the sector;
• ·         Concentration on copyright to help ensure a fair return for music creators, crucial at a time when the music copyright landscape has changed utterly as a result of technology and the industry is under threat from the extremely low level of return to writers and performers, from platform services;
• ·         Creative skills development through advanced training and education services that will ensure musicians realise their potential, and that the ‘business of music’ is understood.
• ·         Compensation that is adequate to address income uncertainty associated with work in the creative and cultural industries – perhaps the single greatest barrier faced by entrepreneurs in the sector.