Film Talk: An investigation into the use of viral videos in film marketing, and the impact on electric word of mouth during pre-release and opening week

Sophie Moore

Abstract


This research paper focuses on the use of viral videos in film marketing and the impact on electronic word of mouth. As cinema admissions rapidly decrease, there is a growing importance for marketers to find unique and innovative ways to attract audiences to a film. Viral marketing is one way in which marketers create buzz around a film prior to release. Previous academic literature has studied the positive impact of viral marketing on a film’s electronic word of mouth, however research into the recent influx of viral videos used for film promotion remains scarce. Research adopts an explanatory sequential mixed method design, in which quantitative data is used to analyse the impact of viral videos on the volume of electronic word of mouth, and qualitative data provides further explanation as to why electronic word of mouth has been impacted. The study found that the sample of viral videos successfully initiated electronic word of mouth, represented by a large volume of Tweets referencing both the videos and the promoted films. The results demonstrated that the use of originality, humour and emotion within the content prompted online conversation expressing the viewer’s enjoyment. Consequently the increase in online conversation and the prominent branding within the videos’ content positively impacted audience awareness towards the promoted films. The paper concludes with professional recommendations as to the future use of viral videos in film marketing.

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References


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