The impact of social media influencers in film marketing has become increasingly apparent, particularly in a year marked by the SAG-AFTRA strike in the US. With American actors facing restrictions on promoting their films through traditional channels, filmmakers have turned to social media influencers to connect with the elusive Gen Z audience. This shift raises questions about the blurring boundaries between film journalism, critique, and influencer culture.
In the UK, influencers have played a pivotal role in generating excitement for films, often through exclusive events, screenings, and engaging social media content. They craft experiences that ordinary individuals can only dream of, creating a “fear of missing out” or FOMO effect to entice people to head to the cinema.
Influencers are typically invited to various levels of screenings based on their social media reach. Payment for attending these premieres is seldom necessary because the exposure and the firsthand experience are highly valued. This approach allows film studios to reach a wider audience without the hefty costs associated with traditional advertising.
There isn’t a strict requirement for influencers to post about a screening if they haven’t been paid. However, there exists an unspoken understanding that if they genuinely enjoy an event and produce compelling content, they will naturally share it on their platforms. Importantly, social media embargoes are usually lifted before official reviews can be published, enabling influencers to build excitement and anticipation around the film’s release.
In terms of film critique, influencers are not expected to be any less candid than conventional critics. They retain the freedom to express their genuine opinions, whether positive or negative, but are encouraged to acknowledge the gratitude for being invited. The primary goal is to stimulate discussions around the film, prompting viewers to form their own judgments.
Influencers like Dujon Anderson, who often interview actors and create content around films, don’t necessarily consider themselves traditional journalists. However, they do recognize the importance of marketing themselves alongside the films. Their interactions with actors often have a more casual and personal tone, presenting actors as regular people.
Influencers are seen as playing an increasingly influential role in film promotion, but they are not viewed as replacing journalists and critics. Film industry professionals continue to give precedence to film critics and journalists in their PR campaigns. Influencers are regarded as complementary, helping to fill the gaps in a changing media landscape, and reaching audiences that traditional publications might not.
As the SAG-AFTRA strike in the US enters its 100th day, some influencers may find themselves taking on a more substantial role in film marketing, especially during the awards season. However, the strike has prompted some influencers to abstain from working with studios, as this could jeopardize their prospects of becoming SAG-AFTRA members. While influencers are concerned about their livelihoods, they also understand and support the actors’ rationale for striking.
The presence of social media influencers in film marketing seems set to remain a fixture as the film industry adjusts to evolving trends. The primary objective remains consistent: reaching as many people as possible to watch films and utilizing all available tools to achieve this. The coexistence of traditional media and influencers is considered vital for the industry’s ongoing success.