Lessons From Hollywood: 10 Tips For Content Marketers
| single page Wang Jianlin, the wealthiest man in China, is chairman of Dalian Wanda Group, which owns theater chain AMC Entertainment. The movie business is increasingly reliant on the international marketplace. Above, Wang attends an event at a Beijing hotel. (Ng Han Guan / Associated Press / September 24, 2013) Also By Daniel Miller September 24, 2013, 7:00 a.m. Wang Jianlin is the wealthiest man in China, owns the biggest theater chain in the world and wants to create the world’s largest movie studio in his home country. Hollywood is taking the billionaire chairman of Dalian Wanda Group Corp. seriously, but proceeding cautiously. Studio executives, talent agents and luminaries such as Leonardo DiCaprio , Nicole Kidman and Harvey Weinstein stood with Wang for the Sunday unveiling of the planned Oriental Movie Metropolis an $8.2-billion project that would include 20 film and TV sound stages near Qingdao, along with a theme park, wax museum and space for an annual film festival. PHOTOS: Billion-dollar movie club If Wang has his way, Hollywood studios would film at the moviemaking facility, part of a massive complex that would also feature a yacht club, exhibition center and hotels. Wang also predicts that China’s box-office revenue will double by 2023, overtaking the U.S. in 2018.
Hollywood hosts a lucrative business. This much is obvious. The film industry generates nearly $11 million of domestic revenue in the states, and that represents box office sales only. Its one of the most powerful industrys in the world, and Hollywood is the capital. But while Hollywood serves as the worlds film hub, other cities across the globe are imitating its bright lights and allure as the land of opportunity. Everyone has big dreams, but the distance between a dreamer and Hollywood can be unrealistic. Dreams are quickly crushed as travel costs begin to rack up, weighing so heavily on your hopes and aspirations that you give up and settle for a less glamorous life. Luckily for Argentines, however, a new Hollywood will soon sit right in their backyard. Like Us on Facebook President Cristina Fernandez announced that Argentina will build its own film industry hub modeled after Hollywood on an island south of Buenos Aires, Global Post reports. The initial studios will be built on Demarchi Island, which currently hosts various abandoned industrial complexes. In addition to the new studio, Fernandez will raise the limit on Argentine film subsidies from $648,000 to $1.2 million. The president hopes her tactics will attract private developers to the project, which will be a business incubator called Polo Audiovisual. “Just like they do it in Hollywood, where support for the industry has made it possible for its content to become almost universal, we want our values and culture in Argentina to have this kind of development,” Fernandez said, according to the Associated Press . Argentinas film industry has been impressive in the past, especially in comparison to its neighboring countries. Fernandez claims that Argentina is the worlds fourth largest exporter of audiovisual content with the hopes of climbing up the ranks in the coming years. Hollywood in a Latin American country.
Wang Jianlin’s film studio plan in China has a Hollywood following
It is pretty similar to anything and everything a great brand and its marketers have ever hoped for and worked for. So how come Hollywood gets it? How do Hollywood directors and producers know how to evoke nearly the same, and I mean the same, feelings in people with certain hit films, when global brands are struggling to motivate and evoke emotions in consumers on a global scale? Thankfully, there are numerous exceptions of brands that are able to touch and truly interact with a global audience, winning their hearts and brains over. But, in principle, I still believe there is a lot to learn from Hollywood, from storytelling to character building. When Im looking at TV and movie characters who have outlived their original context, making new lives across several fashion, lifestyle and consumer goods categories (with sometimes even greater success), I cannot help but wonder why advertisers remain more reluctant. Yes, reluctant. Besides certain mind-blowing, provocative masterpieces that advertising produces, ad campaigns fall way behind the sustainable success of Hollywood feature films. One key factor of successful content marketing, besides storytelling, is making the content shareable. In this way, story production does not rely on the brand itself but on the audience who will passionately promote content relevant to personal contexts, helping to overcome the first barrier. So, before you jump into content production, set your strategy, boost the user experience, and you will be able to immerse your audience. They will prove you wrong, swiftly destroying your worries about losing control. Their authentic voice will deepen brand engagement in the long term. In addition to that, internal crowd sourcing using the voice and vision of employees will help create relevant content. They see the big picture from both angles of being an employee and a customer anyway. Converting employees into brandployees, who live and breath your brand will accelerate both content production and distribution and will yield returns of reward and recognition.