December 17, 2015 kelseyng95

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Proposed Research Background and Question

Making a theatrical screening or releasing successfully requires a huge amount of money, as Marc Schiller, CEO of Bond Strategy and influence of a creative digital consulting agency mentioned that, “You cannot open a movie in New York without the costs of New York discourse, marketing and media.” Thus, we can see that marketing takes a great role to determine the success of a film and is important in the distribution process which also involving the releasing time of the film (Jma Lindsey, 2011).

Films promotions are changing slowly as they not just come with a simple posters and a catchy title. They now using social media to share trailers, mini-clips and posters to let public starts to talk about and spread it out. Some film agencies started to have interactive websites to grab public attention. As social media growing day by day, 89% of marketers stated that increased exposure was the top wanted benefit in the social media marketing 2014 (Bendror, 2014).

Given that film marketing is changing the way it is, the research purpose is to:
– Understand how new media actually changes the way of film marketing.
– Examine how successful is the new media marketing.

Proposed Topic Scope and Concepts

In the past, word of mouth is one of the most powerful strategy marketing tools whereby marketers are still practicing this widely with the help of technology. Social media is a new way to represent word of mouth as they share and see the most information from there. Study done by Nielsen shown that 84% of respondents cited family and friends word-of-mouth recommendations gain the most trust in the form of advertising (Matthews, 2015).

Even though social media is a strong platform to advertise, but if the content shared to the public is not attractive enough it will also bring down the sales. Cross platform marketing is introduced to have different way of using multiple channels to market, sell, and interact with consumers and indirectly upgrading the user experience. Nowadays, many movie websites marketing are associating with the smartphone devices to increase user’s interactivity and let them immerse in the movie scene. Thus, UI and UX play an important role to approach a more creative and interactive content to get the public attentions.

Research Outcomes and Relevance

The outcome for question one will be explaining how social media and other media platforms changes the film marketing. This will cover the different digital contents that usually shared by the film marketers like trailers. How different executions bring different emotions towards the public and cause the movie becomes the must-watch movie.

The outcome for question two will be discussing some case studies on the successful examples and how UI and UX affecting the results of the sales. Besides that, it will touches on the concept of cross-platform marketing as it explained how UX need to be execute successfully by linking multiple devices.

Feasibility of Proposed Enquiry and Ethical Concerns

The proposed research is moderately feasibly as nowadays people always keep track with the latest movies through social media, especially Facebook with viral short clips of the movie. Lots of company has use Facebook as their official movie website.

The challenge of this proposal is to get successful promotion examples by using the interactive websites as it is still new in the trend. There might not be any in-depth statistic showing how successful is the promotion by using interactive websites. Thus, it may present in another form as they just for supporting the question one.

There is minimal ethical concern as all these resources are mainly from second and third sources.

Annotated Biblography

Admedia.com, (2013). The Key Difference Between Multi-Channel and Cross-Channel and Why You Should Care | AdMedia. [online] Available at: http://www.admedia.com/blog/2013/11/the-key-difference-between-multi-channel-and-cross-channel-and-why-you-should-care/ [Accessed 17 Dec. 2015].

Jma Lindsey, C. (2011). How Important is Film Marketing in Attracting an Audience. [online] Scribd. Available at: http://www.scribd.com/doc/53824066/How-Important-is-Film-Marketing-in-Attracting-an-Audience#scribd [Accessed 11 Dec. 2015].

E-junkie.info, (2011). 3 Excellent Examples of How Hollywood Movies Leverage Social Media For Promotion. [online] Available at: http://www.e-junkie.info/2011/06/3-excellent-examples-of-how-hollywood.html [Accessed 12 Dec. 2015].

Banham, M. (2011). Sector analysis: cinema gears up for social networks – Media news – Media Week. [online] Mediaweek.co.uk. Available at: http://www.mediaweek.co.uk/article/1082526/sector-analysis-cinema-gears-social-networks [Accessed 16 Dec. 2015].

Matthews, J. (2015). Branded Social Media Is The Next Word-of-Mouth Phenomenon. [online] Mediapost.com. Available at: http://www.mediapost.com/publications/article/251426/branded-social-media-is-the-next-word-of-mouth-phe.html [Accessed 16 Dec. 2015].

SocialMedia.ie, T. (2012). How Social Media influences Film and Entertainment industry – SocialMedia.ie. [online] SocialMedia.ie. Available at: http://socialmedia.ie/how-social-media-influences-film-and-entertainment-industry/ [Accessed 16 Dec. 2015].

Bendror, Y. (2014). Why Social Media Is So Important for Your Business in 2014 – yMarketingMatters. [online] yMarketingMatters. Available at: http://ymarketingmatters.com/why-social-media-is-so-important-for-your-business-in-2014/ [Accessed 16 Dec. 2015].

Lazarus, N. (2011). Social Media and Movies: A Match Made in Hollywood. [online] Adweek.com. Available at: http://www.adweek.com/prnewser/social-media-and-movies-a-match-made-in-hollywood/20742 [Accessed 17 Dec. 2015].

Adler, E. (2013). Social Media Engagement: The Surprising Facts About How Much Time People Spend On The Major Social Networks – Business Insider. [online] Business Insider. Available at: http://www.businessinsider.my/social-media-engagement-statistics-2013-12/?r=US&IR=T#hbX5XhObOomGwIdM.97 [Accessed 17 Dec. 2015].

Books

Ford, R. and Wiedemann, J. (2010). The Internet case study book. Köln: Taschen.

Nelmes, J. (1999). An Introduction to film studies. London: Routledge.

Tejada, K. (2015). 1st ed. [ebook] Available at: http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1148&context=grcsp [Accessed 17 Dec. 2015].

Derek Silver, J. (2007). Hollywood’s dominance of the movie industry: How did it arise and how has it been maintained?. 1st ed. [ebook] Australia. Available at: http://eprints.qut.edu.au/16687/1/Jonathan_Derek_Silver_Thesis.pdf [Accessed 17 Dec. 2015].

Sharma, P. (2012). Movie Marketing – The study of various promotional tools. 1st ed. [ebook] Available at: http://keic.mica-apps.net:1026/greenstone/collect/disserta/index/assoc/HASH3c06/700711d7.dir/doc.pdf [Accessed 17 Dec. 2015].

December 16, 2015 kelseyng95

Proposal Draft – 2

Proposed Research Background and Question

Paranormal activity has shown how digital media eventually bring up the sales. Their marketing team sent different clips to bloggers as it posted online, public starts to talk about the movie. Before the releasing, the movie received 1 million demands (E-junkie.info, 2011).

Proposed topic scope and concepts

In the past, word of mouth is one of the most powerful strategy marketing tool whereby marketers are still practicing this widely with the help of technology. Social media is a new way to represent word of mouth as they share and see the most information from there. Study done by Nielsen shown that 84% of respondents cited family and friends word-of-mouth recommendations gain the most trust in the form of advertising (Matthews, 2015).

Even though social media is a strong platform to advertise, but if the content shared to the public is not attractive enough it will also bring down the sales. Thus, UI and UX play an important role to approach a more creative and interactive content to get the public attentions.

Research outcomes and relevance to my personal practice

The outcome for question one will be explaining how social media and other media platforms changes the film marketing. This will cover the different digital contents that usually shared by the film marketers like trailers. How different executions brings different emotions towards the public and causes the movie become the must-watch movie.

The outcome for question two will be discussing some case studies on the successful examples and how the UI and UX affect the results of the sales.

Feasibility of proposed enquiry and Ethical Concerns

According to what i have research, it is moderately feasibly as nowadays most of us always keep track with the latest movies through social media, especially Facebook with viral short clips of the movie. Lots of company has use Facebook as their official movie website. For the ethical concern, all these resources are mainly from second and third sources from online.
Annotated Biblography

http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1148&context=grcsp

http://eprints.qut.edu.au/16687/1/Jonathan_Derek_Silver_Thesis.pdf

http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1148&context=grcsp

Banham, M. (2011). Sector analysis: cinema gears up for social networks – Media news – Media Week. [online] Mediaweek.co.uk. Available at: http://www.mediaweek.co.uk/article/1082526/sector-analysis-cinema-gears-social-networks [Accessed 16 Dec. 2015].

In this article, there is few experts in film production sharing their opinion on social media getting invloved the film marketing.

In this article shown how often we take recomendations from our family and friends and how word-of-mouth really be a successful marketing tool.

This article mentioning about how social media changes the way film marketers markets their films.

This article mentioned that how important is social media to any business by showing statistics.

December 14, 2015December 16, 2015 kelseyng95

Latest Proposal

Working Title:

Proposed Research Background and Question

Making a theatrical screening or releasing successfully requires a huge amount of money, as Marc Schiller, CEO of Bond Strategy and influence of a creative digital consulting agency mentioned that, “You cannot open a movie in New York without the costs of New York discourse, marketing and media.” Thus, we can see that marketing takes a great role to determine the success of a film. Besides, marketing is important in the distribution process which also involving the releasing time of the film (Jma Lindsey, 2011).

In this modern era, films promotions are not just with a simple posters and a catchy title, it now comes with different digital methods like using social media, have their own official movie websites, catchy trailers and some viral videos to target the market. Now some even have interactive ways to promote such as having interactive websites.

This research purpose is to:

– survey the major impact the internet has bought to the world of music
– examine how each impact affects musicians

Thus, my question is how media actually changes the way of promoting a cinematic work.

Proposed topic scope and concepts

The focus area of the study is to look into social media, interactive website and viral videos that actually did a great change on how marketers target the audience.

Research outcomes and relevance to my personal practice

Creating good digital content is easy but a successful digital content will be hard as it needs value of attracting audience. Through this, as an Interactive Media design student, I can look more deep into how the UI and UX can change a digital content value and how to success in marketing own products.

Feasibility of proposed enquiry and Ethical Concerns

http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1148&context=grcsp

http://eprints.qut.edu.au/16687/1/Jonathan_Derek_Silver_Thesis.pdf

http://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1148&context=grcsp

In this article, there is few experts in film production sharing their opinion on social media getting invloved the film marketing.

December 13, 2015 kelseyng95

http://www.imediaconnection.com/content/32231.asp#multiview

http://blog.nfb.ca/blog/2014/10/21/marketing-distribution-in-documentary/

https://econsultancy.com/blog/9582-14-fantastic-scrolling-websites-that-tell-a-story/

http://www.wearemoviegeeks.com/2015/01/20th-century-fox-uber-team-offer-uber-riders-exclusive-experience-kingsman-secret-service/

http://www.lift-off-festival.com/using-social-media-to-promote-your-film/

http://mhttp://www.forbes.com/sites/alanmcglade/2013/12/27/cracking-the-code-for-film-marketing/

ashable.com/2010/11/29/social-media-movie-marketing/#5GZZoI0eGgqf

http://blog.hootsuite.com/film-industry-social-media/

http://mediachs.edublogs.org/the-importance-of-cross-media-convergence-and-synergy-in-production-distribution-and-marketing/

http://www.financialexpress.com/article/industry/companies/lights-camera-hashtag/175840/

http://inmedia.revues.org/625

http://www.theguardian.com/media/2006/jan/23/mondaymediasection.advertising

http://www.forbes.com/sites/natalierobehmed/2015/04/30/how-hollywood-monitors-social-media-to-help-movies-make-money/

http://www.adweek.com/prnewser/social-media-and-movies-a-match-made-in-hollywood/20742

Click to access Changing_Media_FAD_Research.pdf

December 4, 2015 kelseyng95

Links

http://www.independent.co.uk/life-style/gadgets-and-tech/news/advertising-app-that-sends-sonic-messages-from-the-big-screen-has-cinemas-asking-please-switch-on-9039196.html

http://the2ndscreen.tv/social-marketing-of-tv-is-not-social-tv/

http://www.raindance.org/16-big-marketing-ideas-for-filmmakers-on-a-small-budget/

https://www.socialappshq.com/resource/6-social-media-tips-for-movie-promotion

http://www.adweek.com/prnewser/hollywood-relying-on-more-market-research-to-promote-movies/60216

http://www.raindance.org/3-ways-filmmakers-benefit-from-changing-media-patterns/

http://articles.latimes.com/2013/mar/04/business/la-fi-ct-market-research-20130305

http://www.forbes.com/2007/10/30/marketing-movies-hollywood-biz-media-cx_lh_1031movies.html

http://www.researchgate.net/publication/258047916_New_Media_Marketing_of_Bollywood_Movies_Making_a_Difference

http://www.nytimes.com/2015/11/22/magazine/the-women-of-hollywood-speak-out.html?_r=0

http://startupfilmmaker.com/the-best-way-to-promote-your-film

http://www.digitalamerica.org/how-social-media-is-changing-hollywood-nicola-freedman/

http://www.academia.edu/4251791/E-marketing_of_Bollywood_movies_A_case_study_of_movies_with_net_earnings_above_INR_100_crore

google

https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=movies+that+use+interactive+2nd+screen+to+promote

https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=how+movie+marketers+promote+these+days

https://www.google.com/search?q=Survey+Hollywood%E2%80%99s+new+media+methods+for+promoting+a+movie&oq=Survey+Hollywood%E2%80%99s+new+media+methods+for+promoting+a+movie&aqs=chrome..69i57.239j0j9&sourceid=chrome&es_sm=122&ie=UTF-8#q=Survey+Hollywood%E2%80%99s+new+media+methods+for+promoting+a+movie&start=20

November 30, 2015 kelseyng95

Feedback on the first Proposal

Interesting topic area.

You’ll have to abstract information from sources that do not directly address cinema websites. But web marketing / social media marketing or marketing of movie/entertainment industry would be relevant.

SAMPLE QUESTION SETS:

Survey Hollywood’s new media methods for promoting a movie.

Identify successful cases of such promotions.

A BROAD STUDY
————————————
A media analysis of film X’s website

A media analysis of film X’s social media channel

Compare and contrast the two new media methods of film promotion.

A FOCUSED STUDY
———————————
in either cases, the potential outcome is a better understanding of how media is used to promote a cinematic work.

but the concepts and findings may be different. one might use concept of media ‘convergence’, cross platform marketing; another might look into Semiotics and UI/UX.

a matter inspected at different angles/levels may have different solutions.

November 28, 2015November 29, 2015 kelseyng95

Proposal

Question 1: –

Social media official movie website vs official movie websites. Looking into how marketers targeting public .

Question 2: –

Evolution of official movie website from a basic website to a more interactive website.

Instead of separating the 2 questions, I think both of them are showing some connections after i did some research. Most of the movies now have their own facebook page account to target the public. Meanwhile some of the agencies also providing such service for the film production to do social media marketing and advertising like Stir company.

Marketers are now trying to get public’s attention as they mentioned that they are now creating new interactive way to capture public’s attention and be more engaging. For an example, The kingsman: Be a Knight website creates a chance for public to be secret agent.

They want to let the public feel the excitement of the movie through the digital which will create excitement for the film even before the movie release in the cinema. These interactive website will show let public have a sneak peek on the characters.

Reference

http://www.unit9.com/project/kingsman-the-secret-service

https://stirmarketing.com/movie-marketing/

June 25, 2015June 25, 2015 kelseyng95

MEDIA CULTURE L5 – ENTRY 13

Conclusion

After exploration, Instagram is not just a normal platform where users post pictures and share it. It creates a platform for designers like us to share our artwork and get inspired by each others. We can also gain appreciation from users or followers by giving us likes and feedbacks so that we can improve more on our artworks. There is thousands of Instagram’s accounts who already had certain popularity are providing a chance for beginners or talented designers to be feature so that more people will know you. You might as well as getting attention from the big companies that see your talent.

I have no idea posting pictures in Instagram can also getting a high paid living. What I though of Instagram was way too shallow last time. Every buttons in Instagram have their own function to help designers like us gain benefits. However, not every photo are meant to be upload, Instagram still a social media whereby maybe one day the person in charge of the company that you interviewed will observe you through the social media and understand your life and personality, you can lose a job just like that. So, think twice before uploading the pictures.

June 25, 2015June 26, 2015 kelseyng95

MEDIA CULTURE L5 – ENTRY 12

How Instagram changes the models’ life?

Now, models do not even need to go over for an interview and use Instagram as a self-advertising platform. More and more models are casted through Instagram. Some modeling agency also casting the models with a contest where all the contestants(models) need to take a picture with hashtags to let the agency know you join the contest. As a reward, you might get fame and even works in the company.

The system of freelance models is same to getting cast depending on the numbers of followers. Most of the models which has lesser number than 10,000 followers will not be accepted by any companies.

In 2012, Justin Livingston was working in social media for Amazon, using his spare time to share photos of men’s fashions on Instagram. Then, companies approaching Justin to model their products and so he started to get paid by them become his full time job at the age of 25, he called it as “Instagram Influencer”. Besides, brands like Ralph Lauren and Armani Exchange pay Justin to attend events and model their products(Saiidi, 2014).

Other than that, Matthew Noszka was working construction with his father and plays basketball at college in Pittsburgh 6 monts ago and 6 months later he is now modeling for big designers, such as Astrid and Anderson,Tom Ford and Moncler. Thanks to Instagram, one of his random picture showing his abs with cropped jeans got Wilhelmina agent Luke Simone’s attention and Luke started to reach out to him. Luke first saw him and immediately thought he is close to the material of all-American dream. Noszka was in blur and told his mum and his mum clarified that Wilhelmina is totally a big modeling agency(EFFRON et al., 2015).

In this video, it is an interview with Noszka and telling briefly how he got into Wilhelmina agency. The video also mentioned that the trend of scouting models on Instagram will be continue(YouTube, 2015).

References

Saiidi, U. (2014). Why Instagram ‘influencers’ are snapping up cash. [online] CNBC. Available at: http://www.cnbc.com/id/101576564 [Accessed 26 Jun. 2015].

EFFRON, L., BALAISH, T., PEDERSEN, C. and SCHIAVOCAMPO, M. (2015). How Instagram Helped This Model Get Discovered. [online] ABC News. Available at: http://abcnews.go.com/Lifestyle/construction-high-fashion-instagram-helped-male-model-discovered/story?id=29253900 [Accessed 26 Jun. 2015].

YouTube, (2015). Insta-ly Famous: Models Discovered Through Instagram. [online] Available at: https://www.youtube.com/watch?v=ohYjzu_4VVE [Accessed 26 Jun. 2015].

June 25, 2015June 26, 2015 kelseyng95

MEDIA CULTURE L5 – ENTRY 11

How Instagram changed some fashion bloggers’ life by posting pictures to Instagram?

For your information, according to USA, once user hit the 500 Instagram followers target, it will slowly change the followers into money, where brands will start to pay if they have enough followers(Mooney, 2015).

“Your photos are worth more than you think. Instagrammers: Get free products or cash in exchange for posting about brands on Instagram.”

In the following, I will give example to proof that bloggers can actually get high paid from just posting photos on Instagram and how this feature, follow button affect the results. As the number of followers going fast, the payment is higher. Instead of rewarding, they got a very high paid for posting photos .

Kayleen Schaefer had an interview with Danielle Bernstein who is 22 years old now working as a personal style blogger through emails. Bernstein founded We Wore What, her own personal-style diary website. Schaefer asked Danielle to explain the business of bloggers being paid by brands to feature their products(Schaefer, 2015).

In this article, she mentioned Bernstein is having 992,000 followers on her instagrem @weworewhat but i checked Bernstein’s instagram she already reached 1million followers where she mentioned that she can now charge “a good amount more” for sponsored content. Before hitting 1 million followers, one photo of hers can be ranged around $5,000 to $15,000 but the rate is not fixed, it will go up or down depending on the terms of deal and she said everything is negotiable(Schaefer, 2015).

The blogger agrees to feature the brand with the term of deal given like posting certain number of Instagrams and promise that not to put any competitors brand in the same picture or some even cannot mention about the competitiors for maybe a week(Schaefer, 2015). In each photo she posted, she will write # the brand sponsored name there as to promote the brand.

Thomas Rankin one of the co-founder and CEO of Dash Hudson said that industry estimates brands are spending more than a $1 billion per year on sponsored Instagram posts especially in fashion. Bernstein mentioned that last year which is 2014 was her most profitable year, and she continued she can fully support herself even she is just 22 years old(Schaefer, 2015).

Rankin explained further more on how to earn more by getting more followers. He mentioned that Bernstein is now at the top in this whole new economy field. If you have hundreds of thousands of followers, you can earn around $500 to $5,000 a post, but you have 6 million followers and above, you can earn around $20,000 to $100,000 for a picture(Schaefer, 2015).

Another post written by Kate Leaver mentioned that RoxyJacenko has a daughter who is only 2 years old, red-headed named Pixie Curtis. She has an Instagram account which has 12,000 followers. The account has been run by Roxy for 8 months that and got paid about $200 for each posts(Leaver, 2014).

Antoinette Koulas aka Sydney Fashion BLogger has earns up to $5000 for each Instagram updates and she has more than 500,000 followers. She also mentioned that she 70% of her posts are sponsored(THE AUSTRALIAN WOMEN’S WEEKLY, 2014).

Why I talked about Danielle Bernstein more is about she is the top one in this new economic field besides that, when I keyed in fashion bloggers that got high paid through Instagram in Google, 9 out of 20 is talking about Bernstein.

References

Mooney, P. (2015). Instagram Followers: Having More Than 500 Instagram Followers Can Help You Make Money. [online] The Inquisitr News. Available at: http://www.inquisitr.com/1785901/instagram-followers-having-more-than-500-instagram-followers-can-help-you-make-money/ [Accessed 25 Jun. 2015].

Schaefer, K. (2015). How Bloggers Make Money On Instagram. [online] Harper’s BAZAAR. Available at: http://www.harpersbazaar.com/fashion/trends/a10949/how-bloggers-make-money-on-instagram/ [Accessed 25 Jun. 2015].

Leaver, K. (2014). Pixie Curtis’ Instagram: Roxie Jacenko answers all your questions.. [online] Mamamia. Available at: http://www.mamamia.com.au/entertainment/pixie-curtis-instagram/ [Accessed 25 Jun. 2015].

THE AUSTRALIAN WOMEN’S WEEKLY, (2014). What fashion bloggers really earn. [online] Available at: http://www.aww.com.au/latest-news/in-the-mag/what-fashion-bloggers-really-earn-5866 [Accessed 25 Jun. 2015].

Internet Culture

assignment

yo

Proposal Draft – 2

Latest Proposal

Links

Feedback on the first Proposal

Proposal

MEDIA CULTURE L5 – ENTRY 13

Conclusion

MEDIA CULTURE L5 – ENTRY 12

How Instagram changes the models’ life?

References

MEDIA CULTURE L5 – ENTRY 11

How Instagram changed some fashion bloggers’ life by posting pictures to Instagram?

“Your photos are worth more than you think. Instagrammers: Get free products or cash in exchange for posting about brands on Instagram.”

References