Older films often find newfound relevance at different cultural moments and add tremendous value if re-circulated through society. But often they are left dormant as filmmakers move on to new projects distributors direct limited resources to new work. There are opportunities to direct new attention to valuable films with renewed relevance during key moments, especially in the educational market.

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Experiment 6

Piercing the Educational Market

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Learning Goal

Can an independently-run targeted marketing effort drive educational sales to an older film?

Approach

This experiment positioned an older film that tells an intersectional story with continued relevance in the current socio-political or cultural zeitgeist, and used strategic marketing to reach the educational market and generate revenue and support critical discourse.

Key Takeaways

54% open rate

Outreach to 673 contacts with a 54% open rate surpassed the industry average of 35.6%
0 sales

0 sales resulted, highlighting impact of institutional budget cuts
TVOD Success

A subsequent TVOD marketing strategy for this film was successful, underscoring the film was not an appropriate selection for educational market