Creator Economy and Its Influence on Film Promotion

Abstract

The current research has been designed to consider the modification of the global entertainment system and the transition of theatrical movie marketing from being mainstream thus controlled by large film studios to decentralized and being developed by the communities under the umbrella of the creator economy. This academic research pays special attention to network and digital media theories, namely Attention Economy Theory, Social Network Centrality Theory, Para social Interaction Theory, and Uses and Gratifications Theory. The theoretical framework allows considering how user-generated content, digital influencers, and digital distribution systems affect box office success as well as the audience’s intention toward consuming movies in theaters. The research work uses quantitative data concerning over 1,200 marketing campaigns as well as knowledge concerning how users engage with the movie industry which allows understanding the core advantages and disadvantages of traditional marketing versus marketing through the influencer system. The results demonstrate that with the help of micro- influencer marketing valued in percentage terms, it is possible to gain many times bigger value than through regular marketing efforts, however, micro- influencer strategies expose companies to brand-safety risks leading to the loss of narrative control over their products and messages.