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Posts Tagged ‘Tribeca Film Festival’

Hollywood’s Wary Embrace of Big Data

In recent years the movie business has used social data to connect with audiences and stepped up its reliance on quantitative data to forecast box office revenues. However, if data represented a person, that individual may get a seat at L.A.’s trendiest restaurant, but would still be seated in the back room. That was the gist of a Tribeca Film Festival Industry Talks panel on Tuesday in New York.

“There are three countervailing forces at play that we need to balance, namely the artistic creative side, technological advances and commercial considerations”, said Jason Kassin, co-founder and CEO of Film Track, a rights management company.

“Navigating the world with data points is different than it was five years ago”, added Eugene Hernandez, Film Society of Lincoln Center‘s director of digital strategy. The biggest change is the use of sentiment analysis to monitor audience reactions, though the benefits appear mixed:

  • Sentiment-based date is broadly used: “Big data has become socialized”, said Bill Livek, vice chairman and CEO of entertainment measurement company Rentrak. Their customers include not only big studios, but also independent studios and distributors across the country.
  • Social media monitoring yields massive, but imprecise data: Sentiment analysis measures movie reviews, ratings and audience comments. As Stacy Spikes, CEO and co-founder of theatrical subscription service MoviePass noted, “Going to the movies now is a communal experience”. Nevertheless, social media data isn’t projectable, the panelists cautioned.
  • Sentiment analysis can point to the right direction, according to Christina Warren, Mashable’s senior tech analyst. “But since monitoring is mostly done by machine, it’s best to use the tool to help target audiences and markets”, she explained. Livek concurred, adding, “A social media database can drive certain activities, but not content creation.”

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12 Ways for Seasonal Brands to Stay on Consumers’ Radar

“Out of sight, out of mind” need not apply to brands that are seasonal, annual or under renovation. Multiple marketing options, beyond having a social media or mobile presence, allow for destinations, museums, hotels, TV series, film festivals and sporting events to remain relevant throughout the year.

We’ve gathered twelve methods across categories to show how selected brands remain in public view. While these are similar to initiatives that year-round brands use, they often require more resourcefulness and additional resources.

     Make your presence known

1. Events: Offering a rich history, scenic countryside and famous golf courses, Scotland is a popular destination. During off-season April, Scotland hosts Tartan Week in New York. Festivities include a parade with Scots (and Scottish terriers) in kilts, and a trendy plaid fashion show.

2. Pop-up/temporary exhibits: Amsterdam’s Van Gogh Museum closed temporarily for an upgrade and will re-open this spring. Meanwhile, museum-goers can view the Dutch painter’s works at Amsterdam’s Hermitage museum.

     Get the word out

3. Generate buzz: Last year when New York’s legendary Waldorf Astoria was under construction, the hotel created an amnesty program  where prior guests were encouraged to return items they’d “borrowed” during their stays to showcase in the lobby. The program was intended to feed the hotel’s social media platforms and appeal to younger guests.

4. Sharing expertise: New York’s Cooper-Hewitt National Design Museum is currently closed during renovations. To draw designers’ notice, their acting director and curators started a blog. Called Object of the Day, it features graphic design items from the museum’s collection.

     Brand extensions

5. New location spin-offs: In 2002 Tribeca Film Festival launched to revive downtown New York after 9/11’s terrorist attack. The brand expanded its universe in 2010 by adding a Doha, Qatar location. In 2012 Sundance Film Festival introduced a London edition.

6. Counter-seasonal additions: Marketers learned about these brand extensions from the ski industry. Years ago Aspen was known just for snow sports. Ever since Aspen’s Food & Wine Classic was introduced, the town is also recognized for summertime culinary fare. Countless brands have copied this concept.

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Film Festivals Raise Their Profiles With Digital Platforms

Movie festivals aren’t limited to a one or two week annual event anymore as they’ve all gone
digital. “Film festivals now are all about mobility and moviegoers want 24/7 access on all platforms since they can’t always travel to the festival location,” according to Sebastien Perioche, CEO of Eurocinema On Demand. Geoff Gilmore, chief creative officer of the Tribeca Film Festival and former longtime director of the Sundance Film Festival, concurred. “Everyone has to be an online festival now,” he emphasized.

Both appeared on a panel during the Digital Hollywood conference on Friday in New York. As moderator Eric Kohn of IndieWire noted, “the delivery methods for film festivals have changed radically in recent years.” Panelists discussed the impact of transmedia platforms, such as video on demand, social media, Web series, gaming, and YouTube’s new online video channels.

Key takeaways after the jump.
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Movie Studio Execs See Mixed Prospects for Digital

Movie studio executives provided another take on the digital and social media front at the Tribeca Film Festival’s Industry Talks in New York on Tuesday.  While Friday’s panel of filmmakers and digital experts were more positive about the impact of digital and social media on the movie industry, the two studio heads on yesterday’s panel expressed some reservations.

Michael Lang, CEO of Miramax, said, “Digital is a great opportunity, but it won’t replace the shortfall in home entertainment and the decline in the DVD business.” Tom Lesinski, president of Paramount Digital Entertainment furthered the argument that digital distribution hasn’t sufficiently added to the bottom line. He stated, “We hoped that as DVDs declined that digital would make up for it, but digital distribution has created more piracy.”

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Social Media and Movies: A Match Made in Hollywood

Celebrities are far from the only ones in Hollywood using social media to promote movies. At Tribeca Film Festival’s Industry Talks in New York on Friday, the panel focused on filmmakers’ use of social networking to reach their movie-going audiences. The latest digital platforms and their impact on the film industry were also discussed. Here were the five key takeaways, some of which can be applied to PR and social media in general.

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Rachel Bilson Ate Ice Cream All Day in Paris For Magnum Gig

As we reported last month, Rachel Bilson and Karl Lagerfeld have teamed up for a series of short films to launch Magnum ice cream here in the U.S. Well, the behind-the-scenes footage has been released and it’s as annoying as we thought. Bilson and Lagerfeld, hanging out in Paris, wearing cute clothes, and eating ice cream all the day long.

The films will debut this week at the Tribeca Film Festival and on Facebook. The festival starts tomorrow.

Ice Cream Brand Will Make U.S. Debut with Karl Lagerfeld and Tribeca Film Festival

Bilson on set with Lagerfeld. Photo: PRNewsFoto/Magnum Ice Cream, Olivier Saillant

Ice cream brand Magnum is coming to the U.S. in April. For its debut, the brand has partnered with fashion designer Karl Lagerfeld and the Tribeca Film Festival.

Lagerfeld is creating a three-film series — Photo Mood, Applause, and Art Class — starring Rachel Bilson, which will premiere at the film festival. (Magnum is a sponsor of the event.) The “lead film” will also debut on Facebook simultaneously. The first trailer for the movie will appear on Facebook on April 19.

Bilson will be starring in the print and TV ads for the brand as well, with Lagerfeld shooting the print ads. There will also be an app and other social media activity, plus a partnership with Polyvore, an online fashion community.

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