ABSTRACT
Movie advertisers are already creating promotions within the apps and that practice is only going to increase. Audiences are becoming increasingly sophisticated about advertising and messaging. They respond best to authentic, honest campaigns. Campaigns that poke fun at themselves, address customers directly or riff outside the movie are also excellent clutter busters. A strong example of the tactic is the campaigns for both Deadpool movies. Movie campaigns try to reach as many people as possible, but they are also evolving to strategically target different messaging at different groups. People are also shifting from posting on their walls to creating “stories.” These mini movies are basically a slide show of pictures and videos crafted around a narrative. Movie studios will have to learn how to embrace this new format and use it to sell their movies. As more and more people become “cord cutters” it is increasingly hard to reach moviegoers through TV advertising.
