movie public relations

Spoiler alert! What you are about to read may not answer all of your questions about effective entertainment PR, but it will tackle one of the most pressing challenges entertainment marketing professionals are having to address in today’s Incessant Information Stream media.

It’s no secret that, particularly American, entertainment production companies are struggling to capture and keep the same audience market share that came so easy a few short years ago. Take the latest Transformers movie for example. Sure, it did well in the States, but nowhere near as well as prior installments in the franchise. Some major production houses just flat out sat out of the summer blockbuster season, preferring to release small budget films throughout the year and hoping to score with quantity rather than quality.

Public Relations & Marketing for a Movie

Could it be that Hollywood is finally beginning to feel the sting from streaming media and on demand television? Pick a cable provider and scroll through the on demand titles. You can expect to find one or two “watch while in theaters” opportunities. Even the concept would have been laughable a decade ago. For years companies turned a blind eye as pirates threw up recorded copies of first run movies online. They didn’t see the competition. But, a generation raised on bit torrents and Netflix certainly understands the value of watching what I want, when I want … WHERE I want.

The days of waiting for a film to come out, of camping out on opening night, and theaters sold out days before a release are starting to see a decline as more consumers opt for other entertainment options.

Producers and film PR firms have fired back by offering longer and more frequent trailers, hoping to entice viewers by offering an extended tease. The new TMNT movie has released three different trailers in the span of a month, and Marvel’s Guardians of the Galaxy just dropped a nearly five-minute block of the movie to give fans a taste.

Where once the teaser trailer was a real art form, snippets strung together into a 90-second emotional roller coaster, now companies are just cutting out chunks of film and throwing it up on YouTube.

Is this the studios giving ground to new media, or do they have another plan up their sleeve? What do you think?

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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