Photo: CTV

Although I am in the middle of writing another blog post, I was inspired to delay it a week to discuss the NBC television series Smash which premiered in Canada on CTV last night (although there were online sneak peeks throughout this past Super Bowl weekend). The series is about the creation of a Broadway musical about Marilyn Monroe and is scheduled to run 15 episodes in its first season. Smash has been promoted like crazy through conventional TV ads for months (rumours have NBC’s marketing costs sitting at between $10 and $22 million) but I propose this series is the perfect vehicle for over-the-top social media integration and storytelling. If I was God, aka Steven Spielberg, executive producer of Smash, this is what I would want to see for the promotion of this television show and why. Continue reading “My Smash Social TV Wish List” »

Tablet use is on the rise, the rapid rise. The latest PEW Internet study revealed iPads, other tablet computers and ebook readers were a very popular Christmas gift over the recent holiday season. The number of Americans owning at least one of these digital reading devices jumped from 18% in December to 29% in January. Wow! That’s a lot of growth in just a few weeks’ time. And it doesn’t look to be stopping. There are also two other statistics that should get screen media folk excited:

1. Tablet users love to consume media (reading, playing, watching, listening are all top activities);
2. Tablet users love to shop (a number of studies show they are more likely than smartphone or computer users to buy what they see).

As we try to figure out how to make a living in film, television, webseries and transmedia it seems like iPads and other tablet computers may hold the key to engaging with audiences in an increasingly profitable way. To do that we need to understand how the tablet experience is different than other ways of consuming media and how to connect with and appeal to this important demographic. Continue reading “Are Tablets the Rosetta Stone for Future Screen Media Success?” »

Obviously, I believe in marketing; it’s what I do for a living after all. And I believe intelligent marketing is critical to the future success of the screen media sector – film, television, webseries, transmedia and whatever hybrid they evolve into. But while Hollywood has certainly always been a marketing juggernaut, I have noticed a disturbing trend recently. There seem to be more cases where movie marketing has become so much more about the marketing than the movies that audiences are left feeling they were tricked into the theatres. Take the extreme example of the film Drive where a woman felt so deceived she filed a lawsuit that not only demanded a refund for her movie ticket but a stop to the production of all “misleading movie trailers” in the future. At a time when it’s more and more challenging to get “bums in seats,” it seems incredibly short sighted to alienate those who are still willing to pay for this experience. Is the only important thing getting the audience to the opening weekend at any cost? Or is there a way to market movies and other screen media that still respects both the audience and the stories being told? What lessons can we learn? Continue reading “When Marketing Becomes the Product: Or How to Alienate Your Audience” »

I have said it before – it is an exciting time to be a storyteller, especially when technology is involved. Never have there been so many opportunities or so many challenges for screen media. New ideas like social TV, transmedia experiences and high quality web series made on a comparative shoestring are shaking things up. Traditional film and television storytellers are struggling to “unlearn” their old ways of doing business in order to find a place in this new landscape. In my conversations with creators from all parts of the business, one fundamental truth is held by everyone – screen media success starts with a good story.  While I agree this is extremely important, I would challenge this way of thinking and suggest success actually starts with a good audience.

Continue reading “Which Comes First – Story or Audience?” »

Happy holidays to my film, television, webseries and transmedia friends! As the old year winds to a close and the new year awaits, I thought it would be a great time to look to 2012 and make some suggestions for search and social media marketing resolutions you should be thinking about adding to your to do list. They cover off some of the standard basics but also will help you to address trends that are becoming more and more important for screen media and everyone trying to reach and develop an audience/market online.  Continue reading “Top 10 Search & Social Media Marketing Resolutions for 2012” »