We live in a data world. Exactitude vs sampling and demos. One thing I've noticed about film studios and television networks is their lack of data. More succinctly, the lack of a direct relationship with their audiences.
They distribute their programming directly to cable companies or theathers. They sell tickets via sites like Fandango. DVDs, downloads and streaming are provided by the likes of Amazon, iTunes, Best Buy or Netflix. Consumer products sold by Toys R Us, Amazon and others. Everyone of these companies picking up lots of consumer data and email addresses that they do not share with the aforementioned industries (for the most part).
In most cases, studios and networks start from scratch each time they have new product that needs to reach their audiences.
From what I understand companies like Disney and News Corporation have initiatives afoot to pool data from all areas of their businesses. CRM systems are beginning to be implemented and used, but in general this is a massive hole that hurts their future.
A hole that needs to be pluged and built upon.
Spot on Jason.
Posted by: Johnkmccaw | June 20, 2014 at 05:55 PM
The numbers are really staggering on the film side. The studios don't have access to ANY of their customers. In fact, they don't even call them customers - they are movie 'goers'. There isn't a position at any of the studios (or networks ) of VP CRM. There were 1.2 billion tickets sold and they don't have a CLUE - or email, or phone, or name. And there certainly isn't a dedicated database that (god forbid) the studios would be able to 'share'.
Posted by: ActorsHall | June 23, 2015 at 12:12 AM