Death to the trailer: the 10 most shared movie promos of the last 12 months

Cinema ticket sales are down 8.8% in the US alone this year so it’s becoming increasingly vital for movie studios to use online video to drive box office numbers.

However it’s not just about uploading a trailer to YouTube and sitting back and and waiting for the views to rack up months prior to a release date. Almost half of a trailer’s shares are achieved in the first 24 hours of upload.

In fact the most shared promotional content for a film isn’t even just the standard trailer anymore. It’s other more innovative and intriguing types of movie marketing content like prankvertising, music videos or standalone short films relating to the movie.

The good news is that one in three people would buy a cinema ticket after watching an online trailer or ad. The internet has become the key arena where the attentions of cinemagoers are fought for, however as it gets increasingly crowded and box office figures continue to drop, studios will have to work even harder to improve their strategy.

Unruly has just published some research on the current state of online movie marketing. Here’s a look at some of the stats and advice contained within.

10 most shared ads of 2014, so far

Now seems an appropriate time to see which ads have generated the most amount of shares so far in 2014, what with it being past the half-way mark now. 

In not all that unsurprising news, four of the ads are related to the World Cup, although it will be interesting to see whether any of these make it to the end of year list due to their short shelf life. After all, only one video remains in the top 10 after the Super Bowl in February.

It’s also notable to point out that of the World Cup videos, only one of them is from an actual sponsor. In fact 71% of online shares for World Cup ads have come from non-sponsors.

Here’s the top 10, which is as varied as it is impossible to predict. Thank you to Unruly for the numbers.

Take that, prankvertising! John St.’s hilarious reaction

First there was prankvertising, now there is spoof prankvertising.

There are so many metatextual layers going on here that I might need to have a lie down with a cold compress applied to my forehead. 

But while I’m still relatively vertical, let’s take a quick look at the Canadian advertising agency John St.’s reaction to the latest trend in fear-mongering online videos.

I wrote about prank advertising earlier in the week, where I discussed the relative merits (or lack thereof) of six recent examples, then shortly after I was directed towards this series of online videos…