Why Post-Pandemic Awards Campaigns Will Still Be Digital First (and Often Virtual) | Pro Insight

Jon Selman
·1-min read

The shift from promoting movies during awards season physically to doing so digitally was well underway even before the coronavirus came along. But the pandemic has dramatically accelerated this evolution. The status quo is officially history. COVID-19 has forever altered how we influence audiences and garner attention for movies. And suddenly, as we enter the homestretch for the Academy Awards, the movie industry is feeling some pretty severe growing pains. As a result, all the key players with a vested interest in awards season — from studios and exhibitors to guilds, film festivals, distributors and publicists — are confronting more than a few dilemmas. With the game changing so drastically, how green should you feel obligated to go? How secure is secure enough when it comes to security? How much should you budget for advertising and marketing? And how can you get your movie shortlisted? The trend toward deploying an ultra-sophisticated, high-tech approach to the awards race is only going to intensify. Virtual screening rooms, allowing voters and industry insiders to livestream upcoming movie and TV projects, have fast gained in popularity. They also feature opening remarks and conversations with stars, filmmakers and studio heads — who don’t have to...

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