Film studios are getting a lot more comfortable with digital and social media as means of marketing their upcoming films. It’s not really by choice. Evidence is showing films that generate digital buzz pre-launch have much better luck at the box office.
Sony Pictures, for one, is looking to mobile to make headway with viewers in the lead up to the premiere of this summer’s Karate Kid. Together with Universal McCann and youth marketing specialists Trigger, Sony created a game to target potential audience goers and encourage them to share info about the film, out in June.