I recently looked at some ComScore traffic statistics for the web sites of the top ten grossing movies of 2010 ; I discovered the trend of rapidly rising and falling web traffic at movie web sites has not changed since 2008.
In fact, the top 10 films of 2010 drew even more web traffic than ever – most every top 10 film drew over 1 million unique visitors to the official site at the time of film release. After the release, traffic to the official movie web site falls precipitously, maybe returning to about ½ of the numbers at the time of the DVD release.
Despite being a long term franchise, Shrek.com site only experiences traffic when a new title in the series is in theaters.
Eventually the movie sites are abandoned or just stay online and have few visitors. This happens quite often because there is no new content or little social engagement on the movie sites to motivate fans to come back.
As outlined an IDC whitepaper (offered here by the Cisco Media Solutions Group), the average movie promotional web site costs $1 to $3 million to design, develop and host during the theatrical release (typically 4-6 weeks of heavy traffic). Those costs includes all design and development, staffing and technology infrastructure.
It’s amazing to consider all these resources are applied towards a single movie site while the audiences visit, leave and never come back. It makes you wonder what the return on the investment is.
Chris Thilk agrees – Thilk runs a web site MovieMarketingMadness.com. On his site, he covers how major movie studios market their films, especially digitally. In a post he wrote for AdAge.com called ‘Why Do Most Movie Web Sites Suck’ (subscription required), Thilk faults studios for not committing to the conversation around their movies on the Facebook pages they’ve created for their movie titles. He also wonders why the official movie sites do not have as much information as the Facebook pages:
I keep noticing big gaps between what I know has been created and what is available on official movies sites, which are (in theory) supposed to be a movie’s central hub of information. Often missing are bios on the stars, other versions of the trailer (especially after you’ve seen them on TV), photo galleries and more.
We heard from so many partners at our Barcelona Partner Velocity event in December and on our Cisco Channels Facebook page that this is the year you’re going to start a new marketing plan and become more active in social media.
Is this the year you’re going to make your Twitter debut? Will you drive more customers to your blog in 2011? Want to better engage your fans via Facebook?
Whatever your goals, we’ve got a way to ensure that your 2011 marketing efforts get off to a great start.
Reserve your spot at our first Partner Velocity Virtual Engagement of the year on January 27 and you’ll get a chance to ask author and social media thought leader Brian Solis your social media marketing questions.
Read on to find out how to secure your spot. Read More »
Happy New Year! Hope all of you had an awesome time ringing in the new year. Now it’s back to business.
So, here’s a question for you: If you looked at 100 of the world’s best performers-- from athletes to salespeople to doctors – what one thing do they have in common?
They make the most money? They have the most cars? No, no… They have all practiced their craft for 10,000 hours (or longer). That’s it!
We’re continuing our coverage from Cisco’s Partner Velocity event held last month in Barcelona. Today’s topic: how to achieve greatness (appropriate given that we’re all making New Year’s resolutions right now) is from Daniel Coyle’s session.
2010, what a year it was. Let’s see, it was the Year of the Tiger, the year of “Write the Rules, Own the Game,” the year of Cisco raps, and the year that Cisco and Tandberg joined forces.
There were so many momentous events that shaped 2010. While it’s impossible to list all of them, we put together a video and a rap to commemorate some of the events that happened over the past 365 days. Our video also includes best wishes for good tidings in 2011 from a number of different WWPO leaders.
Curious about the clips we featured in the video? Check out the following events that made the cut, and let us know your highlights.