Voice

What Marketers Can Learn From the Film Industry About Connecting With Their Audience

Consumers’ interests—not their wallets—need to be targeted

culture-currency-film-CONTENT-2018 — Take a note from filmmakers and captivate your audience rather than trying to sell to them.Getty Images

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In our current world of media clutter and competing content platforms it’s a daunting task for the average moviegoer to find content they’re going to feel passionate about. To inspire this group, you don’t need to sell to them: You need to captivate them. The aim is to increase cultural buzz beyond the expected story, not just awareness of the film, and watch success blossom from there.

I believe it’s a dated concept that a single piece of communication can convey the totality and texture of a motion picture.