Surprise, surprise, this year’s in-person Sundance event is no more due to a specific virus you might have read about in the news. Now, we’re waiting to see how the prestigious film festival fares online this January. 

Of course, Sundance isn’t the only event that has been impacted by the pandemic this year (and for the last two years, but let’s not talk about right that now). CBS has also postponed the 64th Grammy Awards; needless to say – everyone’s back online for the time being. 

We expect to see more cancellations like this as uncertainty around the pandemic continues into 2022, but how does this shift impact our advertising strategies? 

Where should I be advertising then? 

Although moving to an online setting can be daunting, it’s fair to say that we’re used to the switch now (although we hoped we wouldn’t have to do it anymore!) But it does pose the question – if we can’t advertise in person, where can we? The answer: Streaming sites and social media. It’s everywhere and getting bigger by the second! 

With in-person events cancelling across the board, there’s no better way to get your films out there than with a platform that lets your audience experience your stuff whenever they please. 

Alright, advertising on social media and streaming sites don’t offer quite the same exclusivity and build up as an in-person showing, but there are many perks to jot down. 

Previously, we mentioned how three in five UK homes signed up for streaming services in 2021 and 18-34 spent a whopping nine hours and 13 minutes a week on Netflix alone. Streaming platforms are where the eyes are right now, making the online advertising argument all the more substantial. 

Big names in film distribution are beginning to notice that. In fact, Giant Pictures’ director of content distribution, Nick Savva, states: 

“Previously if you would show up at Cannes without the ability to write a check for an advance or a licence fee, no one would want to deal with you. But that is changing… People are realizing streaming is where the audience is. And they will engage more with these revenue share arrangements.”

Social media is becoming more intuitive, providing platforms that facilitate advertising. For example, TikTok and its large arsenal of tools allow you to get super creative with your advertising. With new editing software and Vimeo partnerships, TikTok offers those who may not be familiar with content creation a starting point to bring in traffic with their own stellar content. 

Where does social media sit? 

Whether it’s YouTube Premium, Instagram Reels or TikTok, social media will help your film gain further exposure, with a broader audience compared to those likely attending an in-person film festival. 

Let’s not forget Youtube is the second biggest search engine on the entire internet and has its own subscription-based service, YouTube Premium. If you can get your content on Youtube, you’ll have over 50 million members potentially tuning into your content. 

Of course, we can’t overlook TikTok and how it’s surpassed Google in terms of traffic. Being able to harness the power of the community to share, repost, create content and chat about your film will only expand your reach further. 

How can you target niche audiences? 

Think YouTube and TikTok aren’t for your audience? Think again! These platforms are changing rapidly, both in content, advertising capabilities, and users. 20.3% of TikTok users are between the ages of 40-49, so don’t be fooled into thinking TikTok is banned for boomers. 

If you are looking to target users with specific interests and hobbies, there’s no harm in looking beyond TikTok and YouTube. Seek out an audience on Reddit through super niche subreddits, or use geo-targeting tools on Facebook and engage the right audience with your ads; while avoiding wasting your budget on those who don’t fit your audience profile.

Still not convinced? A fantastic example of both film distribution and the power of social media advertising is in the form of Jim Cummins independent film, Thunder Road – which Sundance has written an entire case study on, which you can read here.

What about VoD?

If you’re looking to go down the route of VOD (Video On Demand), you’re in for a treat regarding options. We recommend looking into Disney+ as it’s taking the world by storm(trooper) through the pandemic.

And if you’re looking to take your VOD further, there’s Premium Video On Demand (PVoD). Though it may be slightly more pricey due to competition for ad slots, the possibilities for hyper-targeting make PVoD an excellent tool for speaking directly to your consumers.

Cast your mind back to Channel 4 ads that insert users’ names into their adverts, allowing viewers to choose the ad that suits them best. PVoD is a premium feature with a premium price point, but if you have the cash to splash and feel experimental, go for it – it provides some fantastic hyper targeting options!

Cinema is still holding onto its exclusivity

While Disney wants the whole monopoly board in the film and entertainment world, big blockbusters are still holding out for that exclusive edge of being shown in the cinema. 

That’s not to say we haven’t seen films announce a dual premiere and still be a roaring success with the streaming community. However, these films come at a premium price to the viewer and are exclusive to the entertainment companies who buy the rights to show the movie. 

People aren’t ditching the cinema entirely. Despite dual releases becoming more popular since the pandemic, we’re still seeing people return to the cinema, and recent blockbusters are a testament to its popularity. Spider-Man and Scream are doing exceptionally well in terms of worth, with No Way Home being the 4th highest-grossing film of all time; well done to the Disney overlords once more. 

Among all this uncertainty, one thing is clear – there’s no one-size-fits-all approach when it comes to film releases and advertising placements. So how can you find the right strategy that works for you? 

Don’t put your eggs in one basket!

We recommend you play around with your ads – try them out on different platforms, with different ad types, and most importantly – differentiating creativity! 

The essence of split testing is what we’re talking about here – changing one variable at a time to see what works best with your audience. Once you’ve figured out what’s generating those clicks, you can funnel your ad budget into that one stellar method that’s sure to help achieve your targets. 

How social media helps you!

We’re seeing a new partnership between social media and the film and entertainment sphere. For example, Twitter recently contributed to Dune’s marketing, resulting in more eyes on the movie and positive sentiment around this partnership on social. 

We predict that this relationship will flourish in the coming months as even more of us flock to social media for film recommendations and a space to discuss our favourite movies. And your film could be the next thing that pops up on their screens! 

We’re not saying switching to online promotion is easy. However, the tools available in this ever-evolving digital world can help mitigate the impact of Covid-19 on advertising potential; in ways that are arguably better than in-person events (did we mention TikTok is massive?) 

And we’re also not advocating that you completely ditch your in-person events and OOH advertising. Hopefully we’ve shown that cinema isn’t dead in the water, and there’s still real value in connection and creative campaigns that come to life in person. 

With all of these changes, it’s vital that we stay up-to-date with updates in the advertising world. Luckily for you, we’re pretty good at staying on top of updates, and we’ve made a timeline of changes throughout the pandemic to help you navigate the current climate, so make sure to check them out on our blog. 

If you need help with your advertising strategy, want advice when it comes to ad placement or assistance in boosting your exposure, get in touch with our advertising experts now.