Not long ago, launching a new movie meant producing posters and trailers that said nothing more than which is inside the movie. However, in the age of new media, movies are getting more and more would be a story, which do not start and end with credits on the cinema screen, but develop further on different platforms.
From yesterday About the opening of the Estonian film database inspired, we will see if and how Estonian films use the possibilities of interactive cross media in their marketing activities, i.e. whether films have their own website, channel on social media etc. and what content in them the viewer is offered.
The use of cross-media in the marketing of Estonian films
Estonian films generally do not have a website, so the description, pictures and additional information of the film are generally in the portfolio of the production company's account. However, the majority of feature films produced in 2010-2012 have their own Facebook pages and a few also have separate YouTube accounts.
Below is a short analysis of the social media usage of 9 well-known Estonian feature films, which does not pretend to be the final truth, with links to additional information EFISest and, in the case of parts, also with information about the cost of the film.
Since today A daily newspaper editorial focuses on thought, that ordinary users do not want additional information from the database so much as to watch movies legally via stream or download, links to the only or one of the few ways to do so have also been added TipTheAuthors.com through the portal.
Cormorants or Leather Pants Don't Wash (2011)
“Cormorants” is one of the films released with the coolest marketing campaign, where old rock farts memorably performed like this Estonian Song 2011 intermission show as well as in the morning program of the national broadcaster:
httpv://www.youtube.com/watch?v=dPGbZTXhKiY
Advertising expert According to Marek Reinaasa, "Kormoranid" deserves the title of marketing campaign of the year. Successful marketing activities have also brought them the most of Estonian films fans on Facebook (2445), but the addition of the latter has apparently been forgotten in the light of new projects.
Mushroom Walk (2012)
Toomas Hussari "Mushroom passage" is Subfilm a production that has gathered media coverage on its website and talks about it as well as about the making of the film On Facebook page (1314 fans). The film has several trailers that are available On Allfilm's YouTube account.
The cost of the film was 478,690 euros.
Rattrap (2011)
Andres PuustusmaaRat trap” should be one of the few Estonian films that also had its own website www.rotiloks.ee, but the latter is freely available today.
Also With 724 fans on Facebook page is the latest activity since March 2011.
At the same time, "Rotilõks" is one of the few Estonian films that has its own YouTube channel, with a total of 21 behind-the-scenes videos.
An Estonian in Paris (2012)
Ilmar Raag's film "Estonian woman in Paris” trailer can be found From Ilmar Raag's own YouTube account, where you can also see which videos Ilmar has added to his favorites, etc.
With 511 fans on Facebook fan page there is additional information from media coverage, feedback from viewers and filmed with a phone a short clip of how the sound setup works.
Demons (2012)
Kopli Kinokompanii produced by Ain Mäeotsa "Demons” movie trailer can be found by the co-producer Exit film From your YouTube account. Neither production company talks much about the film on their website, but Facebook fans (433) they get additional information, where the film can still be seen, how the film has been covered in the media, etc.
Film budget: 540,000 euros.
Red Mercury (2010)
In this list with the earliest premiere time “Red Mercury” has an attitude rudimentary and empty homepage, where, for example, to watch a trailer, you have to download it to your computer.
The movie With 271 fans on the Facebook page the connection was also broken in the spring of 2011. Film budget 1,150,000 USD, Russian co-production part: 300,000 USD (26%), Estonian part 850,000 USD (74%).
There is a movie from TipTheAuthors legally downloadable (1-2 EUR).
Rat King (2012)
Descriptive of the life of computer addicts “Rat King” is his Collected only 226 fans on Facebook fan page, although there were more young Estonians who took part in the filming.
Also the manufacturing company From the sub-page of the sub-film can't find much new information. The film's budget was 1.7 million euros.
A Friend of Mine (2012)
Exitfilm has created a sub-page dedicated to Mart Kivastik's film "One of my friends": http://uksmusober.exitfilm.ee/, with a link to Exitfilm's Facebook page.
However, someone has also created their own for the film Facebook page (42 fans), where a link to the movie trailer is shared and only the information that the page believes in Andrus Veerpalu?
The film cost 3.6 million kroons, or €230,032. The movie is legally downloadable.
The Lonely Island (2012)
Peeter Simmi's "Lonely Island" is also relatively alone on social media - only 41 Facebook fans and someone's trailer with 7726 views a Russian senator on the account.
The cost of the film is 1,233,314 euros, of which the Estonian part is 41.9 % (516,217 euros), Latvia 12.8% (158,320 euros), Belarus 45.3% (557,848 euros).
Example from Hollywood: DSRW Project
Opened earlier this week Deep Space Radio Wave Project website, which called for the decoding of signals “from space”.
Although it is written on the website that it is an NGO whose goal is to find out if we are alone in this world, there is already a hint on the front page that it is a WARNER BROS ENTERTAINMENT copyright, which means that it is most likely the first (marketing) step of a future movie hit.
Warner Bros. has also previously given hints about the upcoming film to viewers with playful and mystical elements before major film works, for example before the last Batman film they fans to solve the Twitter code.
Summary
Every movie tells a story, but the story doesn't just have to be what's between the opening and closing credits. Interactive solutions make it possible to talk about what happened before and after, to give more detailed background information about each character, and also to show how things were done.
If the film tells a story that is also written in the book (a'la "Red Mercury"), then you could think about combining them in an interactive format, that is, those who watched the film could also be offered the book and vice versa.
Not every film needs a Facebook page, and not every story needs to take advantage of cross-media or transmedia opportunities, i.e. they don't need to develop further on other platforms, but Estonian film producers could think more about these possibilities.
In Hollywood, where every movie has to pay back investors from box office and rights sales, no blockbuster is created without its own web. On the part of the Estonian Film Foundation, for example, films with budgets over EUR 500,000 could have a requirement that the film has its own marketing channel website and channels on social media (on YouTube and Facebook)?
Some Estonian films also have a website, for example, premiered in 2006 "Square” shows a map of the film's location on the website, along with an introduction to the characters.
If you know more examples or have an opinion on the matter, below is an opportunity.
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