Title: Exploring film marketing in the new age digital era. Four cases of marketing European art house film productions

Authors: Eirini Sifaki; Maria Papadopoulou

Addresses: School of Humanities and Social Sciences, Department of Language and Intercultural Studies, University of Thessaly, Volos, 38221, Greece ' Hellenic Open University, Parodos Aristotelous 18, TK 26 335, Patra, Greece

Abstract: New age media platforms have for long been embraced in film marketing activities as new means to reach an audience, build product awareness and create audience anticipation. However, current research on transmedia film marketing concerns mainly Hollywood film products destined to a wide audience and orchestrated by colossal marketing firms. In this article, all four new age media marketing activities represent low budget European films that attempt to exploit the new opportunities offered in the new digital environment. Our analysis reveals how in the case of independent film marketing the use of transmedia activities builds new narratives that adds to the story and communicate the key values of the film. However, in order to establish a deeper interactive relationship between film directors, producers and their niche audiences, a clear understanding of the targeted audience's online behavioural pattern should be considered in the marketing actions design and implementation.

Keywords: film marketing; social media platforms; new age media marketing; traditional marketing mediums; poster; interaction; word-of-mouth; art house films.

DOI: 10.1504/IJCULTM.2022.120963

International Journal of Cultural Management, 2022 Vol.1 No.1, pp.3 - 25

Received: 16 Apr 2019
Accepted: 10 Oct 2019
Published online: 21 Feb 2022 *