Over the last decade, Hollywood has undergone a major shift since consumers have stopped attending movie theaters and begun watching films from home. This change has led to shifts in actor pay and marketing techniques.
Many streaming services, including Netflix, traditionally didn’t pay actors a portion of what they made from views. Actors were upset by this.
On July 13, 2023, members of the Screen Actors Guild and American Federation of Television and Radio Artists (SAG-AFTRA) went on strike. The strike went on until November 9, 2023. The SAG-AFTRA members were fighting for better pay, better working conditions, and contracts on artificial intelligence usage within the industry. Gender wage gaps and the pandemic leading to less work opportunities were two of the most specific issues discussed.
The union was able to get contracts written that mandate pay from streaming services and bans on artificial intelligence. Now, almost a year later, Hollywood has undergone many changes. Due to the continued increase in streaming service usage, theater ticket sales have dropped even more.
The Guardian in May of 2024 confirmed this. Studios have had to adjust their film rollout techniques to accommodate the shift. Film rollout is the process by which films are marketed and advertised.
Cast and Crew in June of 2024 reported that studios and independent filmmakers have begun to rely much more on social media platforms, such as Instagram and TikTok. Independent filmmakers are also using those platforms to build their audience before releasing their films.
Traditionally, films would have been marketed to consumers primarily through television and via trailers in theaters. Since social media platforms are an excellent way to engage an audience, they have been extremely helpful for filmmakers. This engagement has led to a direct connection between filmmakers and fans. For example, Barbie was such a box office sensation in 2023 because of how well it was marketed. Greta Gerwig’s strong social media presence and bright imagery attracted many viewers. Many films have followed suit.
So far, social media has done nothing but benefit the industry. There are, however, some concerns. Changes in platform algorithms could result in social media decreasing a film’s performance. A lot of consumers have complaints about being shown something on social media if they believe it is untrustworthy.
Audience targeting can also be difficult when marketing on social media. For example, content might be seen by the wrong audience. A film could be pushed on someone who doesn’t support or relate to what it is about.
Whther sedia marketing is going to be effective for the film industry in the long term is not yet known. Researchers are looking into this question. What is clear is that the film industry has undergone many changes in recent years and it will continue to grow in the future.
