Lights, camera, (call to) action: Global public engagement in film launch campaigns

Captivating theatrical trailers alone are no longer sufficient to entice moviegoers to a new film. Currently there is a shift in film promotion. Traditionally, raising awareness for new films relied heavily on advertising campaigns targeted to mass audiences. Now it's moving to include digital tools such as interactive websites, mobile applications and social media platforms, which have the ability to reach specific audience segments. This shift is a reflection of a trend some have coined "public engagement" and is the focus of this paper.;Motion picture studios now have to budget and execute campaigns for film releases that create "the whole movie experience." The art of storytelling through filmmaking is taking on new forms and expanding to include things outside of traditional screenings and distribution channels. In response, innovative motion picture studios are adjusting their engagement strategies in order to stay relevant and effective. It is all in the spirit of bringing the film to life for the audience and giving them the opportunity to share moviegoing experience with others.;This paper is intended to be a snapshot of the current trends major motion pictures studios use to promote the launch of new films and explore the future of these campaigns. It investigates the rise of public engagement in film launch campaigns and examines how studios have adjusted to incorporate them. Results from case studies and other primary research reveal that film studios are expanding beyond mass-marketing campaigns to include strategies that engage consumers in conversation and encourage them to share their commentary and opinions with their peers. The principal conclusion is that the use of public engagement in film launch campaigns is not a short-lived trend, but rather a predictor of the future of film promotions.