Saturday, June 30, 2012

In The Age of Social Media, Quality Prevails Over Marketing

In the pre-Internet entertainment business, access to the public was everything.  There were a handful of gatekeepers who decided what songs people would hear and which movies they would see.  If you couldn't get your project through one of those doors, it was unlikely anyone beyond your friends and family would ever experience your art.

Today, not only is it possible to get your music and films in front of millions of people, but the public is actually determining which artistic endeavors succeed.  As a result, quality is beginning to prevail over marketing clout.

It used to be that a mass marketing campaign could keep a bad film in theaters for weeks, and millions of uninformed viewers would continue to show up.  Critics were mostly perceived as arrogant semi-insiders and no one really paid much attention to their opinions, if they read them at all. Even if Roger Ebert hated a movie, you would probably still go see it if the trailer looked good.  (In fact, you might go out of your way to see it if you generally disagreed with Roger Ebert's opinions.)

Today, there is instant feedback from thousands - even millions - of people within hours of a film's release.  These are people like you, including your friends.  Their opinions are freely given and presumably unbiased.  They have inherent credibility and if they don't like the film, you probably won't either.  As a result, the public response can now kill a film within hours, so film makers are more pressed than ever to make films that people will actually like.

It's not that film makers never cared about quality before, but "good enough" used to be a workable standard.  Now, more often than not, it actually has to be "good" in order to be successful.  And "good" is determined by the actual audience rather than a handful of elite insiders.

Does this mean that marketing is no longer important?  Hardly.  It is more important than ever.  In an environment where the choices are essentially infinite, good marketing is the only way to rise above the din.  But once your marketing gets the attention of an audience, your product better deliver or it will a die a swift commercial death.

THX has a famous slogan, "The Audience Is Listening."  Well now the audience isn't only listening; they're talking too.  To each other.  And if they decide they don't like your movie, everyone they know is going to find out really fast.

I think that's a good thing.  It makes all of us in the industry pay more attention to what our audience really wants, and that's good business.

33 comments:

Business said...

Keep up the excellent work , I read few articles on this site and I think that your web blog is real interesting and Power to the People of excellent information.

Mr. den said...

Well,

There is really nice content which you have shared are appreciated, thanks for the sharing.

Colorado Fly Fishing Guides

covaflex said...

excellent job boss, keep it up......

Awnings Canopies

new life serena said...

jeans true religion femmes soldes 2012
Lunettes De Soleil Pas cher2012 femmes or hommes
Chaussure Lacostevente a l'offre aujourd'hui une grande. bienvenue.
sac a main dior pas cher

Ross Taylor said...

All the peoples love to be entertained. And today's technology makes that easier than ever. Today you can watch movie, singing songs, FM, etc. on your cell phone. Today, you can get 450 channels on your digital setup box off a satellite , In travelling you can watch movies in your vehicles. The processes by which products are developed, and the methods they use to promote and distribute entertainment. As this set shows, the industries in which commerce, art, and technology intersect are among the most fascinating in all of business.Entertainment is a high-stakes industry where stars are born and flame out in the blink of an eye, where multimillion dollar deals are made on a daily basis, and where cultural mores, for better or worse, are shaped and reinforced. Business Report

Digital said...

Ok sir, great information of your article thanks

Zandra Bell said...

very great entertainment post!nice one i have 1 website to introduce to you and im sure to you that you will entertain this is nice ,great and cool website for you click this link below,
online-casinos.com/poker/visualholdem.asp .Thank you!

cheapmp player said...

I like this post wonderful thanks
Cheap iPods

Marketplace Brandable domain names said...

Great work..For the past few years, this complaint has been a common refrain among business owners plugged into the social media scene. Because successfully utilizing social media is a process requiring daily participation. Looking forward for more posts.

Harry Smith said...

Nice Blog!!
SEO India

Cash Warren said...

Very true. I always say word of mouth is important for brand awareness and gaining business. Similar to the movie example. People look for what other people like and recommend. When you look for a product or service reviews and recommendations are a main factor.

Holly Klien said...

Thanks for sharing this article, its been a really great read, I've never dealt much with entertainment companies in Florida before. I've really liked learning about it and its been fun, thanks again for sharing!

Raghvendra Kumar Dutt said...

Nice post.
a valuable information here.
Thanks for sharing with us.

Electric Shutter

Thiago daLuz said...

It just goes to show that the internet has been of enormous benefit to business. I'm glad to have been a part of that. I hope the trend continues. Thanks for the awesome article! Thiago | http://www.northstate.net/small-business/broadband

Hamna Sayyad said...


learn forex free is all about forex market for beginners it has Articles about forex for the people who want to start forex trading from day one to end day.



learn forex free


learn forex


articles about forex

Tushar Rajput said...


Happy Diwali 2015

Happy Deepavali 2015


Happy Ganesh Chaturthi 2015 images

Happy Ganesh Chaturthi 2015


Happy New Year 2016

Happy New Year 2016 Images

New Year 2016



Happy Diwali 2015

Happy Deepavali 2015


Happy Deepavali 2015

Happy Diwali 2015

Tushar Rajput said...


hamari adhuri kahani full movie
dil dhadakne do full movie
abcd 2 full movie
abcd 2 full movie
hamari adhuri kahani full movie
dil dhadakne do full movie
abcd 2 full movie

Free Movie Online

Tushar Rajput said...

ABCD 2 Full Movie
Dil Dhadakne Do Full Movie
Hamari Adhuri Kahani Full Movie

Tushar Rajput said...

Full Movie
Full Movie Online


ABCD 2 Full Movie
Hamari Adhuri Kahani Full Movie

sarah said...

nice posting...
spread your business online to increase revenue, for more information click mention below.
ppc for tech support
ppc expert for tech support

jadu gar said...


Baahubali Full Movie In Hindi
Baahubali Full Movie
Bajrangi Bhaijaan Full Movie
Bajrangi Bhaijaan Full Movie Watch Online

honey sharma said...



Mission Impossible 5 Full Movie
Mission Impossible 5 Full Movie Watch Online
Mission Impossible 5 Full Movie Online
Brothers box office prediction

honey sharma said...


Mission Impossible 5 Full Movie
Mission Impossible 5 Full Movie Online
Mission Impossible 5 Full Movie Watch Online
Brothers box office collection

honey sharma said...

Mission Impossible 5 Full Movie Watch Online
Mission Impossible 5 Full Movie Online
Mission Impossible 5 Full Movie
Brothers box office prediction
Brothers box office collection

honey sharma said...



katti batti full movie watch online
kis kisko pyaar karu full movie watch online

honey sharma said...



Happy Ganesh Chaturthi Wallpaper
Happy Ganesh Chaturthi Images
Happy Ganesh Chaturthi Wishes
Happy Ganesh Chaturthi 2015 Images
Happy Ganesh Chaturthi Wallpaper 2015
Happy Ganesh Chaturthi Statue 2015,
Happy Ganesh Chaturthi Festival 2015
Ganesh Visarjan 2015 Date
Happy Ganesh Chaturthi 2015 Wishes

honey sharma said...


Singh Is Bling Full Movie Watch Online

honey sharma said...


Free Movies Online

The Vadhiya said...

HTML to XML Adsense ad Code Parcer Tool

Happy Diwali Messages Quotes English

Happy Diwali Pictures

Happy New Year 2016 Messages

Happy New Year 2016 SMS

Happy New Year 2016 Images

Happy New Year 2016 Quotes

Happy New Year 2016 Wallpaper

Happy Diwali Free wallpaper

Happy Diwali HD Wallpaper

Happy Diwali SMS in Hindi

Happy Diwali Hindi SMS

Happy Diwali Funny Jokes

New Year Wishes

New Year messages

New Year Pictures

New Year Wallpapers

Mcx Crude Tips said...


Keep sharing more informative posts like that,..I always visit your blog for nice article,



Mcx Crude Oil Calls

tanya sweet said...


First of all i am saying that i like your post very much.I am really impressed by the way in which you presented the content and also the structure of the post. Hope you can gave us more posts like this and i really appreciate your hardwork.
Happy New Year 2017
Happy New Year 2018 Images
Valentine Week List 2017
valentine week list
best whatsapp love status
Good night Photos
Happy Birthday Quotes
Happy New Year Images

Anonymous said...

Check All information about 10th Results 2017
UP 10th Results 2017
PSEB 10th Results 2017
Madhyamik 2017 Result

Valentine Greetings said...

Valentines Day Purpose Day 2017
Romantic Valentines Day Ideas For Boyfriend
Happy Valentine's Day 2017