The world of screen media and entertainment is evolving at a breathtaking pace. The online marketing of these products is no different. Everyone is trying to figure out how best to leverage the Internet and all it offers for the promotion of films, television shows and web series, but no one has definitively cracked the code. The reality is there is not one simple answer. However, in my discussions with producers over the past year and a half, there do seem to be some universal challenges when it comes to the online marketing of movies, TV shows and webisode series that are somewhat unique to each media. Over the upcoming weeks I will be diving deeper into these issues and try to offer some solutions to point you in the right direction. First up, the feature film. Continue reading “Film vs. TV vs. Web Video: Different Online Marketing Challenges – Part 1” »

If search is about finding and connecting with your audience, then keyword research provides the bridges and roads with which to make that connection. Good keyword research is the foundation for all effective search marketing. It tells you what your potential audience is searching for, how often and what the competitive landscape is like. These are critical metrics for anyone doing business online and are no less important for a film, television show, web series, transmedia experience or even simple one-off online video. Without keyword research you could be spending a lot of time, effort and money marketing to no one. Here are six reasons why you need to invest resources into this strategy for your screen media project. Continue reading “Keyword Research: Why Should Filmmakers Care?” »

The Internet has been both a social and search engine for a very long time (in Internet years), but it has only been recently that these two forms of online functionality have become irrevocably intertwined. This issue of From Search to Screen will explore the relationship between social and search online and give you the top three tips for marketing your next online video or screen media project. Continue reading “Search, Social & Screen Media: Top Tips” »

Yesterday, I wrote about how my time with Anita Ondine at the Merging + Media 2011 Seminar and Lab enriched my understanding about the relationship between Internet search marketing and transmedia. Today I take off my marketing hat for a  minute or two.  As I was synthesizing all the information I received there were two ideas that will definitely affect my own project moving forward: the concept of the “jewel” at the heart of every successful transmedia experience, and how this new way of thinking about narrative impacts the art of modern storytelling. Continue reading “After Merging + Media 2011: My Post Transmedia Syndrome (Part 2)” »

What an amazing couple of days! The Merging + Media Seminar and Lab were crammed full of great information, but also inspiration, focus and creative, dynamic people who shared their talents and a world of experience. We were taught by the gifted and passionate Anita Ondine, a leader in the space, who delivered her understanding of the business and art of transmedia to a room full of eager learners. Curriculum sessions alternated with an intensive exercise where the students had to develop a concept for a transmedia experience in a day and a half and then present a pitch to a panel of industry experts.

I learned so much, I am going to split my postings on Merging + Media into two, and it doesn’t even begin to scratch the surface. This first one focuses on my reinforced understanding of how Internet search marketing can be of benefit to transmedia producers and creators. Continue reading “After Merging + Media 2011: My Post Transmedia Syndrome (Part 1)” »