Distribution : Digital Tracking: a new way for Indie filmmakers to create a social media strategy? by Geoff Hall

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Geoff Hall

Digital Tracking: a new way for Indie filmmakers to create a social media strategy?

I've noticed a lot of stories in 'Variety' about 'digital tracking'. What do you think? Is this something that will encourage or facilitate Indie filmmakers in fine-tuning their social media strategy and help them build an audience for their film? http://variety.com/2015/data/box-office/box-office-martian-digital-movie...

Digital Tracking: Ridley Scott's 'The Martian' Launches at No. 1
Digital Tracking: Ridley Scott's 'The Martian' Launches at No. 1
Does digital data offer indicators that can be used to monitor marketing effectiveness and predict box office success even before awareness turns into intent? Moviepilot - which studies social data an…
Geoff Hall

It's also interesting RB, that the YouTube viewer figures can be skewed by buying viewers. The writer notes: "But again, it is important to understand whether trailer views have been bought or have grown organically. These numbers are global and public-facing." Of course, if you are a studio then that's just part of your marketing budget, but if you're an Indie producer, then that would have a big impact on your production budget. Would the expense be justified? How much would you have to spend to get significant market saturation? And to be sure no studio, in the case of 'The Martian' 20th Century Fox, they wouldn't disclose just how much they spent on driving their audience via social media.

Joseph Chastain

The number of Twitter and Facebook fans can be skewed by buying "likes" and "follows" too.

Geoff Hall

Yeah, Joseph, I was wondering how this 'skewing' would alter public awareness, but then I suppose if site and feeds are promoted because of their viral potential then all that is happening is that they are rising to the surface and then people (who are not part of the bought phenomenon) become aware of a film and start watching and reading about a production. Job done I suppose. However as an Indie producer, I'd love to know how much that costs. Can we afford to get our film into the realms of the 'viral'?

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