How is Audience and Fan Engagement Key in Gaining Recognition in the Movie Industry in 2024?

The movie industry is forever changing, but one thing that remains constant through the decades is the role of audience and fan engagement. It’s not just about producing blockbuster hits but also about creating meaningful connections with audiences. From Hitchcock’s efforts to keep Psycho’s closing twist a secret to the social media takeover marketing campaign we saw during the release of Oppenheimer and Barbie, there’s never been a time when making those connections and breaking those fourth walls wasn’t important. 

Social media screenings

In 2024, social media is the stage where movies make their grand debut before even hitting the cinema (or Netflix and the like). Filmmakers and studios now orchestrate their promotional campaigns on platforms like Instagram, Twitter/X, and TikTok. Engaging content, interactive posts, and behind-the-scenes glimpses all create excitement among potential fans. The more followers, likes, shares, and comments a film garners, the higher its chances of being a box office hit.

But it’s not just about numbers. It’s about creating a community. Filmmakers aim to foster a sense of belonging among their followers. Engaging directly with fans, responding to comments, and acknowledging fan art and theories is increasingly common.

The new movie critics?

Gone are the days when movie critics were the gatekeepers of cinematic success. In 2024, influencers hold the key to the magic kingdom. Just as megacritic Anthony Fantano has displaced traditional, written-word music critics, social media stars have risen to the forefront of film discussion. Influencers have millions of followers who are more interested in their opinions than those of traditional critics. 

Studios invite influencers to exclusive events, premieres, and even provide early screenings. Studios hope that their movie’s visibility will be boosted, and that with influencers’ seals of approval, fans will buy tickets at the cinema, or click on their film among countless options on streamers. 

Interactive experiences

Studios are now creating immersive experiences that extend beyond the big screen. Augmented reality (AR) and virtual reality (VR) have opened up new dimensions for fan interaction. Fans can now walk through the set of their favourite movies and interact with characters. Studios often offer fans the chance to meet actors. In recent years, these kinds of interactive experiences have become popular across film, TV, and sports, with football clubs particularly keen to offer their fans chances to meet players.

Just as a football fan then becomes more attached to their favourite player, these experiences create a deeper connection between a movie and its audience, making it more memorable. For example, a VR experience that allows fans to explore a movie’s universe can leave a lasting impression and keep the conversation going long after the credits roll.

Fuelling the fire with fan theories

Filmmakers who encourage and acknowledge fan theories build a sense of anticipation and community. Fans like to feel like they’re part of the storytelling process, and when their theories are validated – or even debunked – by filmmakers, it creates a buzz that can drive more engagement. 

By engaging with fan theories on social media, filmmakers can keep the conversation alive and the anticipation high. Plus, credit to fans – sometimes they come up with more compelling theories than the writers ever considered.

Fan power

Lastly, let’s talk about the power of dedicated fandoms. You know a real fan when you see one: a Star Wars fan who can recite every line of each film and Disney spin-off series is different to a cinema goer who chooses a random sci-fi film on a whim. Fandoms are the heart and soul of audience engagement. They’re the loyal base that contribute to a movie’s hype through word-of-mouth (metaphorical word-of-mouth, nowadays, given that we’re glued to our screens). 

Creating fan events, exclusive merchandise, and interactive fan clubs are some of the ways studios engage with these diehard fans. 

A final word then…

Filmmakers are leveraging social media, collaborating with influencers, creating immersive experiences, encouraging fan theories, and nurturing fandoms so they continue to grow. So next time you’re scrolling through Instagram or watching a TikTok, remember: you’re not just a viewer. You’re part of the movie magic.