For many years, the marketing of film and television projects proceeded in the same way: studios made posters, trailers, interviews, press tours, and kept most of the production process under wraps for most of the time. The audience could see the final result without knowing anything about the process of production.It is not the case anymore.
Behind-the-scenes materials have become an integral part of the marketing process in the entertainment industry. Behind-the-scenes photos, set visits, costume reveals, visual effects explanations, rehearsals, cast videos, production diaries, and making-of documentaries are widely used as marketing tools for movies, television shows, web series, and huge franchises.
Why? Because the contemporary audience is interested in not only the final product but also in the people, methods, and creative decisions that go into entertainment creation. Behind-the-scenes content provides something that is lacking in traditional advertising a personal touch.
Audiences Want to Understand How Entertainment Is Made
Today’s audiences have access to a lot more information regarding filmmaking techniques compared to earlier audiences. There are many YouTube channels that talk about cinematography and editing. There are social media pages devoted to special effects, animation, costume design, production design, and visual effects. There are interviews of filmmakers that are widely shared, while there are entire communities on the Internet devoted to breaking down how certain scenes were made. Thus, the audiences have become more aware of the filmmaking process.
The audience will notice whether the scene was shot on location or on a digital set. The audience can debate how the creature in question was made – using prosthetics, CGI, or both. Some people would like to know how the costumes were made or how the stunt sequence was planned.
The behind-the-scenes material satisfies this thirst for knowledge about the craftsmanship used in filmmaking.
Production Stories Make Projects Feel More Human
The traditional approach to advertising movies/series is aimed at presenting a polished image of the production. However, behind-the-scenes footage is different since its primary goal is to show the human factor of production.
Observing the actors working on their roles, discussing the ideas with the director, or preparing for an intricate scene allows one to understand that entertainment comes as the outcome of teamwork. Such a perception can help to develop the emotional bond between the audience and the movie/series.
The production of a major blockbuster can involve several hundred or even thousands of people; however, the audience usually knows only about the actors and the director. Behind-the-scenes coverage allows revealing the work of costume designers, stunt coordinators, makeup artists, set designers, cameramen, editors, composers, and a lot of other people who participate in the production. Presenting that wider production story in a coherent way is also part of modern media production, an area in which World Production Service can help bring together visual material and production-focused content that highlights the people and processes behind a project.
Social Media Has Made Production Content More Valuable
The behind-the-scenes marketing process has gained popularity partly due to the need to constantly provide content for social media. While the movie trailer can excite fans for a couple of days, the big production needs to attract their attention for many months. And studios need materials that will be able to attract interest without disclosing the essence of the story.
Behind-the-scenes materials perfectly fit the described task. A video shot about costume preparation, a photo from the set of the film, or a fragment of the actors rehearsing the dance can start discussions without disclosing the plot. Capturing those moments while production is underway can turn ordinary activity on set into useful promotional material, with video shooting through World Production Service supporting the creation of behind-the-scenes footage that can later be adapted for different audience channels.
In addition, such small portions of content will be relevant on media where people expect regular updates. Thus, instead of a few major marketing steps, studios can constantly produce the necessary content during filming and post-production.
Fans Enjoy Seeing the Craft Behind Familiar Worlds
Backstage marketing is most effective when used for existing franchises. Sci-fi, fantasy, superhero, horror, and other visually unique genres have audiences who are always very interested in the way fictional worlds are built.
They may want to know how a spaceship set was put together, what monster costume was made, how a certain fictional location was turned into a set, etc. This kind of information is valuable for true fans.
The fictional world does not exist at all, yet knowing how it was created helps to perceive it in a new way. One of the reasons why making-of features and production documentaries are so popular for a long time after a movie release is that they give people an additional opportunity to explore the story.
Behind-the-Scenes Content Can Build Trust
Marketing of entertainment productions is often very controlled. Trailers are edited, interviews are prepared, and promotional campaigns will naturally focus on the best elements of a production.
Behind-the-scenes footage allows conveying a sense of authenticity. The audience sees actual production locations, practical sets, costume fittings, rehearsals, or early creative work. In this way, the audience gets proof that a lot of work and thought have been put into the production.
It may come particularly handy when the audience does not believe in the potential of a production, adaptation, or a franchise sequel. For instance, treating the source material with respect in terms of costume design, production research, or practical craft may help fans in advance.
Certainly, it is necessary to manage the level of transparency. Excessive access eliminates any mysteries around the production. The most successful campaigns show something without revealing too much.
Practical Effects Have Benefited From Behind-the-Scenes Marketing
One of the interesting results of this trend is the newfound value placed on the craft of filmmaking. Viewers are often impressed when they realize that a spectacular feat, creature, set, or environment was actually physically created and was not fully created digitally.
This does not imply that the viewer dislikes CGI. Digital technology is now essential to modern filmmaking, and a number of the most commercially successful movies use both practical and digital methods. The behind-the-scenes footage, however, enables studios to show just how much physical craft goes into their production.
Even a brief video of an animatronic creature being puppeteered or a massive set being built can garner a lot of interest since the viewer gets something concrete to be impressed by.
Actors and Filmmakers Become Part of the Story
Behind-the-scenes footage also ensures that the audience has the chance to get to know the personalities behind the movie. Footage such as cast interactions, rehearsal shots, interviews, and other informal bits can enable the audience to form an attachment to the actors even before watching the final product. This is especially useful in ensemble movies.
If the audience begins to show interest in the chemistry of the cast through the marketing phase, this will definitely spill over into the release of the film. Directors and filmmakers in general also stand to gain more from this trend.
There are many cases where audiences have begun to recognize certain filmmakers for their unique style and ability to deal with actors.
Streaming Platforms Have Expanded the Format
The rise of streaming has allowed for easier distribution of long-form production content. Previously, making-of documentaries would be released on DVDs and Blu-rays as part of extra content. Now, the same making-of content is released along with the actual production on streaming platforms. This allows another level of content to surround the movie or series.
A user can watch a season and immediately move on to watching a documentary that describes the making of that season. This way, entertainment companies are able to extend the life of the product and keep users engaged by providing additional information.
At the same time, it will allow streaming platforms to promote the significance of their productions as cultural events.
Behind-the-Scenes Material Can Support Smaller Productions
Big studios are not the only beneficiaries of this strategy. Independent films and small production houses can create behind-the-scenes footage to create an aura of anticipation before the movie releases.
In the case of a small-budget film, the entire process of production can form the basis of its promotion. The audience can be made to participate from the beginning of production right through to shooting and editing. This will instill a sense of participation that would otherwise be difficult to create with regular advertising alone.
It also gives small films more material to work with without needing huge marketing budgets. Sometimes a simple picture from the sets or a small production diary is capable of generating as much buzz as a high-priced ad campaign.
There Is Still a Risk of Revealing Too Much
In spite of all these benefits, however, behind-the-scenes marketing does require some control. One of the reasons why movies and television shows are interesting is the element of surprise associated with discovering certain characters, locations, special effects and plot turns. If too many details about production become known before the movie’s release, this feeling may simply be lost.
It is especially true for movies centered on visual and mysterious elements. So, the studios have to make the right choice between making certain things public and keeping them private until the release of the movie. The most successful behind-the-scenes marketing campaign emphasizes process rather than details.
The Production Process Has Become Part of the Entertainment
This phenomenon has emerged due to the evolution in the connection between audience and entertainment. People do not want to be just consumers of the end product anymore and give up on it after watching the movie. They are interested in the whole process, the people involved, the problems faced by them, and how their decisions changed during the making of the film.
This is where behind-the-scenes content may become a good option for the studios. They may use it to generate excitement, to build credibility, engage their social media followers, showcase their technical expertise, and build a relationship with their audience.
The main point is that this kind of content adds the human factor to entertainment marketing. The trailer gives a taste of how the movie looks. But the behind-the-scenes content gives the audience a feeling of how much work was done to make it possible.
