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SUMMARY
Online film marketing is expanding- in scope and sophistication. In 2007,
studios of the Motion Picture Association of America (MPAA), and their
subsidiaries, spent $754 million advertising films online. By 2012 that figure
will increase to $2.4 billion.
The Digital Movie Marketing report analyzes the forces driving the fast
growth curve of online film advertising.
Today, virtually every film marketing campaign leverages both traditional and
new media channels, with applications such as social network profiles, widgets
and recommendation engines becoming an integral part of the mix.
However, despite the projected increases in online advertising spending, with
box office attendance and DVD sales remaining flat, the film industry faces
serious challenges in content delivery.
Studios need to apply the lessons learned, confront their fears of
cannibalization- which in the past have been misguided- and embrace new
technology.
Key questions the “Digital Movie Marketing” report answers:
- How much will film studios spend on online advertising in the next five
years?
- What tactics are studios using to market their films online?
- How will the percentage of online advertising grow in the next several
years?
- Do the six major Hollywood studios spend more or less on advertising than
their “art-house” subsidiaries?
- How are new digital and physical delivery platforms affecting the content
mix in the industry?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Digital Movie Marketing report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, accurate business decisions.
TABLE OF CONTENTS
Executive Summary
- US Online Advertising Spending by MPAA-Member Studios and Their
Subsidiaries, 2007-2012 (millions, % change and % of total ad spending)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - Digital Movie Marketing
Online Advertising by Movie Studios
- US Online Advertising Spending by MPAA-Member Studios and Their
Subsidiaries, 2007-2012 (millions, % change and % of total ad spending)
- US Online Advertising Spending as a Percent of Total Media Advertising
Spending, 2007-2013
- US Total Advertising Spending by MPAA-Member Film Studios and Their
Subsidiaries, 2001-2012 (millions and % change)
- US Total and Online Advertising Spending by MPAA-Member Subsidiaries*,
2001-2007
- US Total and Online Advertising Spending by MPAA-Member* Film Studios,
2001-2007
- Top Film Advertisers
- Top 10 US Entertainment/Movie Companies, Ranked by Online Advertising
Spending, January 2008 (thousands)
- Top 10 US Entertainment/Movie Companies, Ranked by Online Advertising
Spending, December 2007 (thousands)
- Consumer Attitudes Toward Online Film Advertising
- Leading Website Categories on Which US Adult Internet Users Are Likely
to Pay Attention to Advertising, 2007
- US Moviegoers Who Researched Movie Before Seeing in Theater, by Media,
2007 (% of respondents)
- Motivating Source* of Movie Information According to Superbad and
Resident Evil: Extinction Moviegoers** in the US, 2007 (% of respondents)
- US Moviegoers Who Researched Movie Online Before Seeing in Theater, by
Activity, 2007 (% of respondents)
Social Media in Film Marketing
- Top 10 Facebook Applications, Ranked by Active Users, As of January 3,
2008 (millions)
- Top 10 Facebook Applications Among US Internet Users, Ranked by Unique
Viewers*, November 2007 (thousands and % of total Facebook visitors)
- Top 10 Social Networking Websites Among US Internet Users, Ranked by
Unique Visitors, May 2007 & May 2008
- Topics of Blogs According to Blog Writers Worldwide, 2008 (% of
respondents)
- Top 20 Downstream Websites Visited by US Internet Users After Wikipedia,
March 16-22, 2008 (% of total visits)
- Select Media and Product Categories Recommended Frequently by US Online
Video Viewers, January 2008 (% of respondents)
- Methods of Finding Online Video Content Used by US Online Video Viewers,
2007 (% of respondents)
Digital Movie Services Overview
- Pricing Plans of US Digital Movie Services, 2008
- Profile of Web-Based US Digital Movie Services, 2008
- Profile of Device-Based US Digital Movie Services, 2008
- E-Business Profile: Blockbuster Inc., 2006 & 2007
- E-Business Profile: Netflix Inc., 2006 & 2007
- Top 10 Video/Movie Websites Among US Internet Users, Ranked by Unique
Visitors, November 19-25, 2007 (thousands and % active reach)
- Frequency with Which US Internet Users Downloaded or Ordered Movies from
an Online Service in the Past Three Months, July 2007 (% of respondents)
- Awareness and Usage of Paid Online Movie Download Services Among US Adult
Broadband Users, 2008 (% of respondents)
- US Online Video Viewers Who Would Watch More Online Video if Available, by
Content Category, November 2007 (% of respondents)
- Digital Movie Downloads
- US Movie/TV Rental Revenues, by Channel, 2007 & 2010 (% of total)
- US Online Movie/TV Sales, 2007 & 2010 (% of total)
- US Broadband Users Who Download/Watch Online Video Weekly, by Genre,
2006 & 2007 (% of respondents)
Trailers
- Types of Online Video Content that US Online Video Viewers Watch Monthly
or More Frequently, 2007 (% of viewers)
- Leading Types of Online Video Content Viewed by US Cable* or Satellite TV
Subscribers Who Watch Online TV, 2008 (% of respondents)
- Leading Content Categories Watched by US On-Demand Mobile TV Viewers,
August 2007 (% of respondents)
- Frequency with Which US Internet Users Watched Online Video Previews
Before Going to Movies in the Past Three Months, July 2007 (% of respondents)
Demographics of Online Film Audience
- US Internet Users Who Are Likely to Pay Attention to Advertising on TV and
Movie Websites, by Age, 2007 (% of respondents)
- Online Activities of US Female Internet Users, by Generation, March 2008
(% of respondents)
- Online Video Content Categories that US Adult Internet Users Would Watch a
Lot More if Available, by Age, November 2007 (% of respondents)
- Shopping Categories in Which US Children and Young Adults Decide or
Influence Purchases, by Age, 2007 (% of respondents)
- US Consumers Interested in Purchasing TV Episodes or Movies Online, by
Age, June 2008 (% of respondents in each group)
- Demographic Profile of US Internet Users Who Visit Video/Movie Websites,
October 2007 (thousands of unique visitors and % of total audience)
Case Studies
- “Cloverfield”
- “The Dark Knight”
Endnotes
- 097505 097504
- US Online Advertising Spending by MPAA-Member Studios and Their
Subsidiaries, 2007-2012 (millions, % change and % of total ad spending)
- Key eMarketer Numbers - Digital Movie Marketing
- 97147
- US Online Advertising Spending as a Percent of Total Media Advertising
Spending, 2007-2013
- 97737
- US Total Advertising Spending by MPAA-Member Film Studios and Their
Subsidiaries, 2001-2012 (millions and % change)
- 097507 097506
- US Total and Online Advertising Spending by MPAA-Member Subsidiaries*,
2001-2007
- US Total and Online Advertising Spending by MPAA-Member* Film Studios,
2001-2007
- 094775 091929
- Top 10 US Entertainment/Movie Companies, Ranked by Online Advertising
Spending, January 2008 (thousands)
- Top 10 US Entertainment/Movie Companies, Ranked by Online Advertising
Spending, December 2007 (thousands)
- 91989
- Types of Online Video Content that US Online Video Viewers Watch Monthly
or More Frequently, 2007 (% of viewers)
Related Information and Links
- Related Links
- Contact
- Report Contributors
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