From Marketing to Performing the Market: The Emerging Role of Digital Data in the Independent Film Business

Franklin, Michael; Stoyanova Russell, D and Townley, B. 2015. From Marketing to Performing the Market: The Emerging Role of Digital Data in the Independent Film Business. In: Nolwenn Mignant; Cecilia Tirtaine and Joël Augros, eds. Film Marketing Into the Twenty-First Century. London: Palgrave on behalf of the British Film Institute, pp. 147-162. ISBN 9781844578382 [Book Section]

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Abstract or Description

New consumption patterns and the impact of piracy are radically disrupting the independent film business, reducing revenues and increasing competition. However, innovative producers are responding by leveraging digital marketing and distribution technologies to develop new ways of creating awareness and delivering films to audiences. The creation and application of tools for direct audience engagement is changing the way the industry is organised and how market activity is managed. Producers are able to use film trailers as ‘socially distributed points-of-sale’ and extra-filmic content throughout a film’s life to develop interest, capture data and exploit intellectual property rights internationally. This chapter presents a detailed case study of two feature documentaries to provide insight into emergent technological, economic and organisational developments in film marketing practice. We analyse the financing and implementation of campaigns that use spreadable Video-on-Demand tools, social media outreach strategies and data management processes. This research contributes new evidence to demonstrate the evaluative and mediating role of Digital Engagement Metrics in terms of market performativity, the productive shaping of economic transactions.

Item Type:

Book Section


film industry; marketing; performativity; market studies;

Departments, Centres and Research Units:

Institute for Cultural and Creative Entrepreneurship (ICCE)


28 October 2015Published

Item ID:


Date Deposited:

08 Mar 2016 21:09

Last Modified:

02 Dec 2020 15:33


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