Reaching Generation Z: Harnessing the Power of Digital Influencers in Film Publicity

Abstract

This paper examines the benefits of targeting Generation Z in film publicity campaigns. To effectively target Generation Z research signals online platforms have the greatest impact, in particular Generation Z turn to other consumers to gain information about products and brands. This makes digital influencers highly effective at reaching Generation Z as they regard them as other consumers, so have a high level of trust in their recommendations. The research also signals the term celebrity is diversifying for this Generation, with some digital influencers thought of in a higher regard than traditional celebrities; making traditional film publicity efforts focused on harnessing the star power of the talent in an upcoming release, not as effective. Digital influencers can be included in film publicity activities, through their incorporation in experiential activities, and their inclusion at screenings and premieres.