Movie Studios Are Quietly Jumping To YouTube To Premiere Their Trailers
Think about the last time you watched a trailer for a highly anticipated blockbuster - for example, The Amazing Spider-Man 2. Did you happen to notice who was hosting the video, and do you ever pay attention to that sort of thing? Studios definitely do, and the tide is slowly shifting towards a more YouTube-friendly form of advertising from the biggest names behind the biggest films. We do hope you enjoy social media, because it has become a big factor in a film’s promotional campaign.
While certain trailers will still have their premieres in theaters ahead of big releases (Christopher Nolan's Insterstellar, for example), many more are debuted on the Internet, and for years iTunes and Yahoo! were the go-to destinations. But YouTube is making progress in netting some big trailers, such as the aforementioned superhero sequel and the upcoming comedy 22 Jump Street, both from Sony. TheWrap wanted to get to the bottom of it, but no studios would reach out to share their insights. They did speak with Rich Raddon, co-founder of the YouTube clip tracking and monetizing company ZEFR, and Angie Barrick, who is the head of Industry, Media & Entertainment at Google, the parent company of the video giant.
Lo and behold, their input pretty much confirms what was already assumed: YouTube sees the majority of video traffic on the Internet, and studios like that you can easily share the videos to anyone on just about any social media platform imaginable. As someone who watches and writes about trailers on a regular basis, I also enjoy the relative freedom to do anything I want with a YouTube video, while Apple is very stingy about making people visit their site to watch trailers (First world problems, right?).
While studios are more interested in drawing massive amounts of attention to tentpole films, it seems to me like they would want to draw that kind of attention to the lesser known films as well. Granted, no one is going to go nuts sharing and rewatching a trailer for 12 Years a Slave like they would a trailer for Godzilla, but the big blockbusters are usually the films that everyone tends to know about anyway, even without the overabundance of promotion.
Certainly it draws in the stragglers living under certain rocks, but studios could try to focus some of that hefty marketing budget on smaller films that could also find large audiences. Perhaps that’s why they want to transition over to YouTube, where the fans do most of the promoting for them. It’s an interesting side of the studio world that doesn’t get much attention, and we’d like to know what you guys think. Considering all trailers almost immediately show up on YouTube anyway, no matter where they debut, does it even matter?
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