In the past, film studios poured resources into building elaborate websites to promote their movies. However, this strategy has shown limited success in an era where internet users tend to frequent a small number of familiar sites and services. Despite over 50% of Americans being online, the old approach of creating standalone promotional sites has proven ineffective.

Now, studios are shifting their focus and budgets to reach audiences where they already are. Dwight Caines, Vice President of Internet Marketing Strategy at Columbia Pictures, explains, “We’re identifying our audience, understanding where they spend time online, and then engaging them there. It’s no longer about building new communities but leveraging existing ones.”

New Strategies

• Banner Ads: Studios are increasing their use of interactive banner ads on high-traffic portals like Yahoo!, MSN, and AOL.
• Character Promotions: Characters from films, such as those from "Shrek" and "Monsters, Inc.," are being featured on film news sites and within browser toolbars.
• Interactive Features: Fans can chat with characters, like John Travolta's villain from "Swordfish," via AOL Instant Messenger.
• Message Boards: Increased activity on fan site message boards to generate buzz.
• Online Games: Development of games based on films, such as "A Knight’s Tale" and "The One," that can be played or downloaded.
• Ticket Sites: Promotion on movie ticketing platforms like AOL Moviefone and Fandango.
• Trailer Syndication: Distributing trailers across multiple sites, including major portals, well before the movie's release.
• Exclusive Content: Sharing behind-the-scenes clips and other exclusive content that can be shared via email.

The Power of Trailers

Trailers have become a significant tool for generating interest. For example, the teaser for "Not Another Teen Movie" was downloaded over a million times before the official website even launched. Caines notes, “Trailers are effective because they provide a glimpse of the talent and the emotional impact of the film.”

Expanding Reach

Major portals attract hundreds of millions of unique users each month, and messaging services like AOL Instant Messenger and Yahoo! Messenger have substantial user bases. Additionally, independent cinephile sites, such as Ain’t It Cool News, Dark Horizons, and Coming Attractions, draw large, engaged audiences.

Caines emphasizes, “Hitting these sites is powerful. Large portals get you in front of a broad audience, while cinephile sites connect you with influential fans. Buzz is crucial, and if people are talking about your movie, you’ve already won half the battle.”

Budget Allocation

While the overall budget for internet marketing remains around 2% of a film’s P&A (Print and Advertising) budget, the approach has shifted. Studios are now more focused on ad buying and leveraging existing platforms rather than building expensive, standalone websites. However, for big films with a young, tech-savvy audience, like "Harry Potter," "Lord of the Rings," and "Spider-Man," creating a robust, engaging website is still seen as valuable.

Measuring Success

Quantifying the impact of online campaigns on box office performance is challenging. Kevin Campbell, Senior Vice President of New Media at Universal Studios, notes, “The internet is just another channel, and it’s difficult to measure its exact impact, just like TV, radio, or print.”

However, some data suggests that internet marketing can be effective. For instance, exit surveys for "Charlie’s Angels" showed that 33% of the audience cited the internet as an important source of information.

Caines concludes, “Our goal is to get in front of the consumer. If our property appears in relevant places, we’ve been successful. If it resonates, it will drive ticket sales.”

What are the Harry Potter Movies about and Where to Watch

The Harry Potter movies chronicle the magical adventures of a young wizard named Harry Potter, who attends Hogwarts School of Witchcraft and Wizardry, battles dark wizards, and discovers his true identity. To where to watch harry potter , you can find the films on streaming platforms like HBO Max, Amazon Prime, or by renting them from digital stores, though availability may vary by region.

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