Keyword – film communication

Máté, Gorka-Focht:

From Movie Stars to Influencers

Film marketing emerged when cinema was born and came to play an ever increasing role as film produc- tion turned into a large-scale industry. The willingness of the studio system to take financial risks and its high revenue expectations gave rise to star culture, with the rising stars serving as long-standing guaran- tees of success. In the contemporary context, experience-centred approaches have become increasingly prominent, often preceding the actual act of viewing. The content overload generated by streaming plat- forms imposed new challenges on film marketing, which must strive to distinguish films in an oversatu- rated market. As a result, the strategic design of audience experience has become a central component of both pre-release and post-release film communication. In this framework, particular emphasis is placed on the transition from inaccessible and passive stars into actively engaged influencers who, through their contributions via social media, have become key elements of audience engagement and film promotion.

Keywords: audience experience, film communication, film marketing, influencer, star culture