We all know that movie releases are big business, and that social media has moved to the center of all things marketing-related, thus how social media is handled by movie studios is a core component to a modern film’s success. But let’s face it, it’s annoying to have to go to the movie’s microsite AND Facebook AND YouTube AND Twitter etc etc for your movie info. Total ugh, amiright? Not to mention it is also annoying and expensive for studios to build all that for every movie. It is this exact issue that Lionsgate Films, partnered with online media firm ThisMoment, aim to address in promotion of LG’s new film, Kick-Ass.
ThisMoment has developed the Distributed Engagement Channel, which essentially aggregates all of a movie’s social media stuff (Twitter/Myspace/Facebook/YouTube comments and ability to friend/follow/subscribe in those channels), and all of the movie’s official stuff (videos, downloads, contests etc.) into one place, which is THEN posted up onto Myspace, Facebook and YouTube in theoretical-lieu of a custom microsite/branding for each of those sites. (Although they HAVE covered all their bases with a traditional movie website as well in this case. Baby steps.)
The advantage to users and fans is obvious (so convenient!), but less apparent is the advantage afforded to Lionsgate in this move. The Distributed Engagement Channel technology is controlled by one single CMS system, allowing LG to manage their content on all the social channels at once (except Twitter, alas!) and providing consolidated metrics all in one place. Simplicity FTW!
There is a pretty confusing article on Ad Age about it, I recommend reading through the comments, there is a great dialogue going on between commenters and representatives from ThisMoment.
Thanks to Chris Strong for the tip.