As far as movie advertising goes, official web sites have become a crucial tool for advertising upcoming and existing films. Mabry & Porter (2010) reports a ‘relatively important and statistically significant relationship between web site traffic and box office revenue’. Movie trailers have been a vital part of the advertising process, appearing ‘very early on - around 1912 - although they did not become standard for several years’ (Film Reference, N/A).
Of some 10-billion videos watched on line annually, movie trailers rank #3, after news and user-created video. With such easy and instant access to them, these increasingly popular cinematic morsels are being devoured by moviegoers–and served up with serious consideration by the industry that sometimes spends sums equivalent to a third world country’s annual budget to concoct them (Merin, 2008).
According to a study by Microsoft Advertising and 20th Century Fox, ‘[o]nline film advertising should play a growing role in the marketing of movie releases... Online film advertising [is] particularly effective at presenting film trailers in a positive environment and broadening [the advertiser’s] reach beyond the cinema environment. Trailers were confirmed as the single most influential element in consumers’ decision to view a film’ (Microsoft Advertising, 2009).
Snell (2009) believes that movies are a large part of the entertainment industry and that ‘in recent years their websites have become increasingly critical to their overall success’.
Table of Contents
- Introduction
- The Importance of Movie Websites
- Website Design Trends
- Dos and Don'ts of Film Websites
- Case Study: Thor
Objectives and Key Themes
This text aims to analyze the effectiveness of official movie websites as advertising tools for film releases. It examines current trends in film website design and explores the relationship between website design, user experience, and the overall success of a film.
- The role of movie websites in film marketing
- Trends in film website design and functionality
- The user experience on film websites
- Effectiveness of different advertising techniques on film websites
- Case study analysis of a specific film's website
Chapter Summaries
Introduction: This introductory section establishes the importance of official movie websites in the modern film advertising landscape, highlighting the significant relationship between website traffic and box office revenue. It introduces the central theme of the text: analyzing the design, content, and effectiveness of these websites as advertising tools. The section uses statistics to underscore the growing importance of online film advertising and the role of movie trailers in influencing viewer decisions.
The Importance of Movie Websites: This chapter delves into the expectation of moviegoers regarding film websites. It emphasizes the critical role of websites in a film's overall success and explores how design choices and content should align with visitor expectations. Key elements like trailers, graphic richness, and audio/video integration are discussed as crucial components for creating an engaging and effective website. The chapter also highlights the importance of conveying the film's genre and mood through the website's design.
Website Design Trends: This section focuses on current trends in film website design, as observed by Snell (2009) and other sources. It identifies key trends such as short page lengths, use of Flash, prominent video/trailers, inclusion of showtimes and ticket information, showcasing awards and nominations, social media integration, downloadable content, and the provision of fun extras. These trends collectively illustrate the evolution of film websites and the incorporation of interactive elements to enhance the user experience.
Dos and Don'ts of Film Websites: Building on the previous chapter, this section offers practical advice for designing effective film websites, providing specific "dos and don'ts" based on Chapman (2011). These recommendations include evoking the film's style and feel, giving users sound control, avoiding automatic window resizing or fullscreen mode, providing engaging extra content, prominently featuring big-name stars, and cautiously experimenting with new UI ideas while keeping user experience in mind. These guidelines aim to optimize user engagement and overall website effectiveness.
Case Study: Thor: This chapter presents a detailed case study of the official website for the film "Thor." It analyzes the website's design choices, functionality, and effectiveness as an advertising tool. It critically assesses features such as the auto-playing trailer (without audio), the use of Flash, and the decision to offer an HD version of the trailer via a redirect to Yahoo!. The analysis discusses the website's strengths and weaknesses, highlighting potential improvements and lessons learned.
Keywords
Film websites, online advertising, movie trailers, website design, user experience, digital marketing, film marketing, box office revenue, case study, Thor, Flash, video, interactive content.
FAQ: A Comprehensive Analysis of Movie Websites as Advertising Tools
What is the main focus of this text?
This text analyzes the effectiveness of official movie websites as advertising tools for film releases. It examines current trends in film website design and explores the relationship between website design, user experience, and the overall success of a film.
What are the key themes explored in the text?
The key themes include the role of movie websites in film marketing, trends in film website design and functionality, the user experience on film websites, the effectiveness of different advertising techniques on film websites, and a case study analysis of a specific film's website (Thor).
What topics are covered in each chapter?
The text includes an introduction establishing the importance of movie websites in modern film advertising. It then explores the importance of movie websites in meeting viewer expectations, current trends in website design (including short page lengths, use of Flash, prominent video/trailers, etc.), dos and don'ts for effective film website design, and a case study analyzing the website for the film "Thor".
What are some key trends in film website design identified in the text?
Key trends include short page lengths, the use of Flash animation, prominent placement of video trailers, inclusion of showtimes and ticket information, showcasing awards and nominations, social media integration, downloadable content, and the provision of fun extras.
What are some "dos" and "don'ts" for designing effective film websites?
Website designers should evoke the film's style and feel, give users sound control, avoid automatic window resizing or fullscreen mode, provide engaging extra content, prominently feature big-name stars, and cautiously experiment with new UI ideas while keeping user experience in mind. Conversely, they should avoid practices that negatively impact user experience.
What is the purpose of the case study on the "Thor" website?
The case study on the "Thor" website analyzes its design choices, functionality, and effectiveness as an advertising tool. It critically assesses features such as the auto-playing trailer, use of Flash, and the decision to offer an HD version of the trailer via a redirect to Yahoo!, highlighting both strengths and weaknesses.
What keywords are associated with this text?
Keywords include: Film websites, online advertising, movie trailers, website design, user experience, digital marketing, film marketing, box office revenue, case study, Thor, Flash, video, and interactive content.
What is the overall conclusion of the text regarding movie websites and their effectiveness?
The text concludes that the design, content, and functionality of a movie website are crucial elements in its effectiveness as a marketing tool. The success of a film's website directly impacts its overall reach and potential box office success.
- Quote paper
- Nick Birch (Author), 2011, Effective advertising of films, Munich, GRIN Verlag, https://www.grin.com/document/269682
