From Hype to Hit: Exploring the Impact of User-Centric Film Promotion on Film Success

<p dir="ltr">The purpose of this research project is to investigate the effect of user-centric film publicity and how it contributes to the success of films on streaming platforms. The growth of the film industry through the emergence of numerous streaming platforms has created more space for the creation and distribution of many films. Considering this, we can see how using digital platforms to market the release of new movies would dominate in the promotion of films due to its ease and efficiency. It is also important to consider the scope and immediacy of social media as a means to release exactly what and when you want. Discourse around films can be found on almost every social media platform. Seeing that YouTube is the most popular platform for movie trailers and for the sake of this project, YouTube comments on the trailers for three Netflix films: Bird Box, The Adam Project, and The Irishman will be studied to explore how individuals respond to promotional content and how their responses coincide with the success of the film. This study will employ textual analysis to identify sentiment and word frequency in the comments to measure their relationship with the film's success and critical reception. From this, the extent of which online engagement with Bird Box, The Adam Project, and The Irishman translated into commercial success and critical acclaim can be determined. This will provide clarity between the potency of user-generated content and can work to inform marketing strategies and enhance the success of films.</p>