CONSTRUCTION: INSTAGRAM

Why Instagram matters?

Film makers are using social media in order to provide a way of marketing of films. They're mainly using it as 74% of people between 18 and 65 use social media whether it is Facebook, Twitter or Instagram. It also allows film makers to reach many several types of audiences, especially with younger audiences who tend to use Instagram. Instead of uploading my trailer to Youtube or Vimeo, you can also tweet, share or like one of these posts on any form of social media. I have used Instagram in four different ways: the more traditional platform as a way of linking our audience to our film. In a more imaginative way, we've created an Instagram for our characters that post as if they're real people. To be more specific, the characters of Evie and Ular. I understand how vitally important it is to create synergy off all our different platforms to build our audiences.

A major benefit of using social media like Instagram is the fact that it is interactive, that is a two way street of communication with the opportunity of going viral. I researched case studies such as Lionsgate's clever marketing for the popular song "The Hanging Tree" to popularize and market the Hunger Games: Mockingjay part which resulted in over 20 million on Vevo's Youtube page. A second case study is the low budget indie film "It's a Disaster". It was decided to release the entire movie on the app in six second segments according to the amusing press release. This stunt got everyone talking. A third ingenious way of marketing is using ARGs or alternate reality games. These create a fictional world that users in the real world interact across a number of platforms including social media websites. 42 Entertainment has created several ARGs for films like the Dark Knight and the Girl with the Dragon Tattoo.

My choice was to use Instagram, Twitter and Facebook.

(Source: Movies and Social Media: Marketing films with new media by Catilyn Neely 03/06/15)