The Role of Social Media Marketing in Modern Film Promotion: An AIDA and Two-Step Flow Approach

Abstract

Media is one of the major economic incomes and one of the largest consumption categories. While the media is still flourishing, the need for innovation in films increases. This lack creates a disinterest and hence, films need to be marketed after being produced. Unlike the older times where social media platforms were incompetent and film promotions were handled through radio and television, the new era brings in effective social media for promotion. Public Relations uses social media wisely and hence attracts a larger audience to promote the feature films. Without social media's role, opinion leaders or influencers are scarce which leads to a smaller number of advertisements. The optimistic side of social media is that anyone has access to become an opinion leader hence, the existence of a legion of influencers makes promotions easily possible through their social networks. AIDA Model theory in marketing recognises how a specific production gets attention, then gains interest which gives a desire to be put in action to consume a production. Through the AIDA Model theory developed by E. St. Elmo Lewis, the engagement and attention of the audience towards cinema through various marketing techniques of social media are deconstructed. The Two-Step Flow theory of communication reiterates that information cannot be passed on to someone at ease without opinion leaders and that it needs opinion leaders as influencers to reach the audience. Through the Two-Step Flow theory of communication by Paul Lazarsfeld and Elihu Katz, the significant opinion leaders for Public Relations and promotions are analysed. The several ways used in marketing and promoting a film are analysed in this research. The viewpoint of the audience which determines the future of the cinema industry and its marketing is evaluated through the research. This study is also able to find out how much more social media can be used efficiently in the future.