Movie studios are focusing in on Instagram to draw in large crowds for new releases. In the past the industry has created profiles dedicated to upcoming films, but to the CEO of Codeblack entertainment, the practice seemed inefficient: “You’re spending all this money to build pages that you will abandon after the movie comes out. I’m focused on a niche market, and it was important for me to grow a community on Instagram and Facebook that I can come back to every time.” With a network of Instagram influencers that reach more than 20 million followers, he promoted an upcoming film by launching an eight-episode game show starring the influencers— it received 37.5 million earned impressions in five days. (Digiday)
