Movie campaigns lose influence closer to release date
According to this story, the campaign for a new-release movie loses its effectiveness on the intended audience anywhere from three to four weeks prior to opening date. That runs counter to the established mind-set at most movie studios, who flood the media with ads for movies in the last week before it hits screens.
The study measured online ads for movies and how many people were aware of the film who had seen the ads versus those who had not seen the ads. At 28 days prior to opening the number of people aware of the movie was 22.5% higher than those that had not seen the ads. By one week before opening only 5.4% more were aware of the movie who had seen the ads over those that had not. That likely means the media coverage of movies was making up a good amount of the difference.
So does that mean marketers should stop advertising three weeks before the release date? No, but they need to adjust the spending schedule for their movies. If it’s not going to make that much of a difference to spend a ton on paid ads in the last week then don’t, or put that money to better use elsewhere. If spending were charted on a graph of the last two months leading up to the release then I could see a bell-shaped curve being a useful roadmap, with spending ramping up to the one-month out point and then tapering off after that as returns begin to diminish.
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