Some documentary films stand the test of time, capturing critical moments in history and sharing stories that continue to resonate today. However, many of these films lack a permanent digital home or the marketing budget to reach contemporary audiences, and we risk losing them.

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Experiment 1

Leveraging Digital Ads for Archival Films 

Learning Goal

How effective are targeted paid ads in achieving the widest dissemination of the selected films?

Approach

This experiment supported the digital release of three archival films that premiered over 15 years ago.

Key Takeaways

  • Cultural

    specificity and a culture-forward marketing approach are key

  • Ensemble

    films or films on subjects without name recognition will spend more for less 

  • 34.9%

    view rate on YouTube, the platform that performed best

Featured Films

La Lupe Queen of Latin Soul

Directed by Ela Troyano

53 minutes | 2007

¡PALANTE, SIEMPRE PALANTE

Directed and Produced by Iris Morales

49 minutes | 1996

Grassroots Rising

Directed by Robert Winn

56 minutes | 2005

Films Nominated by

Third World Newsreel, Visual Communications

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