Yes, digital marketing plays a crucial role in film and television promotion in 2025. The landscape has evolved significantly, with studios and streaming platforms relying heavily on data-driven strategies, targeted advertising, and viral social media campaigns to maximize audience engagement. Here’s how digital marketing is driving success in film and TV promotion:
1. AI-Driven Personalization & Targeting
- Streaming platforms like Netflix, Disney+, and HBO Max use AI-driven marketing to serve personalized trailers and teasers based on a user’s viewing history.
- Programmatic advertising ensures trailers reach highly relevant audiences via YouTube, Facebook, TikTok, and even in-app placements.
2. Social Media & Influencer Marketing
- TikTok, Instagram, and Twitter (X) are key to generating buzz for films and shows.
- Studios collaborate with content creators and influencers to create viral trends (e.g., dance challenges for musicals, cosplay content for sci-fi/fantasy).
- Meme marketing (e.g., “Barbenheimer” in 2023) is now an intentional strategy, with studios leaning into fan-generated content.
3. Short-Form Video & Live Streaming
- TikTok and YouTube Shorts are key platforms for behind-the-scenes clips, cast interviews, and countdown teasers.
- Studios host live Q&As on Instagram, Facebook, and YouTube to interact directly with audiences.
- FOMO marketing is used with exclusive content drops on platforms like Discord.
4. Advanced Retargeting & AI-Driven Ads
- Viewers who watch a teaser or engage with a post can be retargeted with additional content through Google Ads and Meta Ads.
- AI curates hyper-personalized ads that adjust based on viewing behavior.
5. Geo-Targeted Marketing for Theatrical Releases
- Location-based advertising ensures that people in areas where a film is releasing in theaters see specific promos, while those in streaming-dominant areas get digital-first ads.
- Google Maps and Waze now promote local screenings based on a user’s location.
Case Study: Barbie (2023) & Dune: Part Two (2024)
The success of these films was heavily tied to digital-first marketing, with Barbie’s viral meme campaigns and influencer partnerships driving record-breaking engagement, while Dune’s AI-enhanced ads and immersive social experiences helped build anticipation.
The chart illustrating major studios’ marketing strategies and their estimated costs was developed based on industry averages and publicly available data. Key sources that informed these estimates include:
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Marketing Movies: This article discusses how marketing expenses can sometimes exceed production costs, noting that major studio films range from $20 million to $250 million in production costs, with an average around $120 million. marketingmovies.net
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Business Insider: The article highlights the increasing marketing budgets in Hollywood, mentioning that total advertising spend across the motion-picture industry in the U.S. rose from $707 million in 2018 to almost $1.1 billion in 2020. businessinsider.com
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Marketing Dive: This study reveals that digital media, despite comprising just 14% of movie marketing budgets, drove 46% of box office revenue, suggesting a significant return on investment for digital channels. marketingdive.com
Final Verdict
Digital marketing is not just helpful for film and TV promotion—it’s essential. In 2025, every major studio and streaming service is investing in AI-powered targeting, viral UGC strategies, and immersive digital experiences to reach and engage audiences worldwide.