Case Study: Universal Pictures
The Challenge
Universal Pictures regularly mounts extensive online marketing campaigns for their movies. One of the key elements of the online promotion of films like Fast & Furious, The Unborn and Drag Me to Hell, is digital video encoding and distribution to ensure that the most current trailers and clips are being promoted to the right audience at the right time. In addition, once the promotional clips are distributed, Universal needs to understand the viewership of the trailers in order to optimize future campaigns.
The Solution
The ScreenPlay solution, which includes a promotional network of websites as well as a content management and reporting system, has provided Universal with an extra set of hands for marketing their films. The Universal account team at ScreenPlay receives, digitizes, archives, and encodes each film’s promotional video clips (including trailers, b-roll footage, behind the scenes, EPK clips, and interviews with the cast and crew). With this ScreenPlay Passport™ Control system, Universal’s films are promoted to millions of consumers on top movie sites online (NewYorkTimes.com and IMDb.com) and on mobile devices each day. Universal also accesses content usage reports in order to determine what the most popular video clips are, and where they are being viewed.
The Result
The ScreenPlay promotional network has increased exposure of Universal Pictures’ films on entertainment portals and retail websites. With access to the ScreenPlay content management system, Universal now has an easily accessible marketing tool to track their promotional content. No matter how technology changes in the future, Universal assets will always be on record and able to be efficiently transcoded for viewing on any screen. ScreenPlay provides accurate results of campaigns, which allows Universal to gain intelligence about the trailer viewing habits of movie lovers online.