El reducido retorno sobre la inversión en el marketing cinematográfico tradicional en la era digital

The entertainment sector is undergoing a seismic shift in how films are marketed, driven by the rapid adoption of AI-driven tools and unconventional strategies. Traditional methods-reliant on expensive TV spots, viral campaigns, and celebrity-driven hype-are increasingly yielding diminishing returns, while agile, data-driven approaches are outperforming them. This reallocation of capital reflects a broader industry reckoning with the inefficiencies of legacy models and the disruptive potential of innovation.

The Decline of Traditional Film Marketing

Conventional film marketing has long prioritized broad reach over precision, with studios spending millions on trailers, billboards, and celebrity endorsements. However, these tactics are struggling to justify their costs in an era of fragmented audience attention. According to a report by SuperAGI, traditional marketing campaigns often lack measurable ROI due to their "broad and less targeted nature," with studios frequently unable to quantify the impact of their expenditures. For example, major studios allocate significant budgets to television advertising, yet these campaigns often fail to engage digitally native audiences, who increasingly consume content on platforms like TikTok and Reddit as reported by The New Yorker.

The inefficiency is stark when compared to the performance of niche strategies. A24, the indie studio known for its auteur-driven films, spends approximately 95% of its marketing budget on digital outreach, avoiding costly TV ads altogether. This approach has enabled the studio to generate viral buzz for titles like Marty Supreme, which achieved the fastest-selling presale in A24's history and a record-breaking per-theater average for a limited release according to Adweek. By contrast, traditional Hollywood campaigns-such as those for blockbusters like John Wick 5-are increasingly undermined by AI-generated fake trailers that mislead audiences and erode trust as Washington Post reported.

The Rise of AI-Driven and Event-Based Marketing

AI-generated trailers and event-based strategies are redefining the economics of film promotion. AI tools can analyze raw footage to identify emotional and visual highlights, enabling the rapid creation of tailored trailers for specific demographics. This reduces production time and costs while enhancing personalization. Data from AMRA & Delma indicates that AI-driven campaigns can improve ROI by 30-50% through better targeting and automation. For instance, A24's use of AI could further amplify its existing strengths, such as the viral success of merchandise like the Everything Everywhere All At Once hot dog finger gloves as observed by The Observer.

Event-based marketing, meanwhile, leverages cultural moments to create organic engagement. A24's "fake brainstorm" marketing stunts-such as the leaked Zoom call pitch for Marty Supreme-transform promotional efforts into shareable content, blurring the line between marketing and art according to LinkedIn posts. These campaigns generate buzz without relying on celebrity appearances or traditional media, aligning with the studio's anti-Hollywood ethos. The results speak for themselves: Civil War, A24's highest-grossing film, earned $127 million globally, while Longlegs became Neon's top earner with $58.6 million as LinkedIn reported.

Challenges and Ethical Considerations

Despite their advantages, AI-driven and event-based strategies are not without risks. The proliferation of AI-generated fake trailers on platforms like YouTube has raised ethical and legal concerns, with unscrupulous creators misleading audiences about upcoming films according to Deadline. While YouTube has cracked down on such content, the issue highlights the need for clearer regulations to protect intellectual property and audience trust as Reddit discussed. Additionally, some critics argue that AI-generated trailers lack the human touch that makes traditional trailers emotionally compelling as Beverly Boy noted.

Investment Implications

The data is clear: capital is shifting toward studios and platforms that prioritize agility, data-driven decision-making, and cultural relevance. A24's $3.5 billion valuation underscores the market's confidence in its ability to balance artistic integrity with financial prudence as The Observer reported. Investors should consider allocating capital to:
1. AI-Driven Marketing Platforms: Tools that enable hyper-personalized content creation and real-time audience analytics.
2. Content-First Studios: Companies like A24 that prioritize storytelling and cultural resonance over box-office appeal.
3. Event-Based Campaigns: Strategies that leverage social media virality and interactive experiences to build audience loyalty.

Traditional studios clinging to legacy models risk obsolescence, while innovators are redefining the industry's value proposition. As the line between marketing and content blurs, the winners will be those who embrace the digital age's agility and creativity.