Digital distribution led to the rise of next-generation filmmakers, whose content (both short and feature length) was created for and distributed to online audiences (Ryan & Hearn, 2010). Independent companies and large studios (Netflix, Amazon Studios, Hulu) producing next-generation film do not rely on theatrical success, since they work on micropayment, subscription or advertising-driven business models. This paper includes a literary review that maps the digital marketing strategies over the purchase journey, and define key performance indicators for each digital marketing strategy.
To explore how next-generation film distributors are currently employing digital marketing strategies, a survey and a multiple case study methodology was designed and then implemented.
The findings of the literary review, the survey, and case study are used to point out the limitations, industry challenges and research opportunities in the field of next-generation cinema.