Film Marketers Embrace SnapChat, Instagram

By Robert Marich
   Oct. 14, 2016—Twitter is losing some mojo with movie marketers, while SnapChat and Instagram gain.
   Universal Pictures picked SnapChat, which is the self-deleting messaging app, for a promotion and integration for thriller
Universal emphasized SnapChat for Girl on the Train

movie The Girl on the Train. “This is the first time that out-of-home has been integrated with Snapchat to promote a film,” says a Media Post story by Larissa Faw. “Also, Girl is the first film to utilize the social network’s ‘snap to unlock’ feature.”
   The Media Post story continues: “As part of the project, Universal Pictures and Kinetic Worldwide – with an assist from Maxus – have placed billboards featuring the codes and the cryptic line ‘What happened that night?’ across subway stations so travelers waiting for their train can engage with the upcoming film across the Snapchat platform. These ads appear in subway stations in New York, Los Angeles, New Jersey, Chicago, Boston, Philadelphia, and Washington D.C.”
   Separately, a story on by Bob Hutchins asserts SnapChat and Instagram are rising stars in movie marketing campaigns, while Twitter fades. “Today’s reality is that Twitter’s daily active users (DAUs) have been overtaken by both Instagram and Snapchat,” says the article. “Facebook leads them all.”
   The Girl on the Train premiered Oct. 7, pulling in $24.7 million in its opening domestic three-day weekend to rank first among all theatrical releases. That’s pretty good for the contemporary thriller made for a moderate $45 million by Universal Pictures.
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