Video streamers are poaching independent films that previously were destined for movie screens, putting the tug-of-war over indie product in a spotlight. Exhibitors are stretching to keep premier specialty films attached to the silver screen and at the same time indie distributors struggle to cover sizeable marketing costs, which is a longstanding obstacle to cinema runs.
High on everyone’s cost-cutting list is leveraging databases in digital media that identify consumers who are best prospects for films in various genres. Exhibitors know more than ever about their ticket buyers’ preferences on an individualized basis for those enrolled in theater loyalty programs, which are leveraged for localized digital marketing. Film distributors assemble their own geographically broader moviegoer lists.
Independents routinely slice a third or more off marketing expenditures compared to major distributors for their theatricals getting national releases. But their box office tends to be even more proportionally lower and that makes theatrical marketing costs difficult to shoulder. “We need a wide range of movies available in movie theaters for even if it is for a smaller audience,” says Patrick Corcoran, NATO vice president & chief communications officer. “You don’t want to signal to the audience ‘we don’t have that for you.’”
Abramowitz adds that, if a screening packs an audience, then addition follow-on showings are quickly booked, again supported by digital micromarketing.
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Source: CNBC - 🏆 12. / 72 Read more »