ABSTRACT
As a filmmaker, digital marketing is one of the most accessible forms of marketing Filmmakers can leverage the moment they begin thinking about their project. Programmatic advertising has blown up in popularity with the rise of first party databases built by marketers and publishers. The music video mash-up for Pitch Perfect is a great example of a marketer combining the power of an influencer to induce user-generated content. The video edits together fan-made clips of themselves singing the song and combines them with footage of the cast. Wes Anderson is a great example of a filmmaker who is always thinking about marketing and capturing content as early as the pre-production phase. Companies like Screen Engine employ online surveys to help studios research for various elements of the marketing campaign. From target audience to media consumption, these companies recruit a large sampling of participants from the web and generate reports based on the responses that can help shape the marketing campaign.
