Andy Sernovitz is talking about how it’s important for companies, as part of their presence at a trade show or other industry event, to give attendees something in exchange for getting permission to follow-up with them after the show.
Most moviegoers will never attend Sho-West, a major film festival or other film industry event where swag is given out and contacts made. That’s why it’s important, I think, for studios to think of the movie-going experience as mini trade shows that people go to every day. The fact that everyone sports a cell phone means studios have a contact point with the audience that those audience members carry around with them. So as they’re sitting there before the movie starts get their permission to send them emails or text messages about upcoming movies in exchange for entry into a sweepstakes or something.
Stop thinking of “Getting people into the theater” as the end goal and instead begin to view it as just one step along the conversational path with an individual and I firmly believe studios will not only see box-office as a whole rises but studio loyalty also spikes. That’s what the companies that buy a booth at a trade show are doing.
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