Rabid Fans


      The world of movies has been irrevocably changed with the advent of new technology, particularly social media. And no, not just in the way that you think, with marketing being easier than ever to target to specific audiences and it being simpler to stream new movie trailers every day. Movie fans have found themselves on an unprecedented level ground with the creators of their favorite movies on social media like Instagram, Twitter, and Facebook. Movie stars and directors used to live in Hollywood ivory towers that were barely accessible even through fan mail sent to a studio address; now fans can talk to stars and creators directly in their own homes, whenever and however they happen to feel like.

      Fans on social media have created the culture known as "fandom" where they come together to discuss, transform, and bask in the glory of their chosen media. When I say transform, I mean the genre of fanfiction, a phenomenon that the internet has made more accessible than ever. However, some fans who are intensely involved in their chosen fandom take it upon themselves to harass creators online in an attempt to get their particular interpretation included in new iterations of the work. There are also issues in which creators use their connections to fans to try and figure out what fans want and combine it with what is most likely to make money, and the results often miss the point of movies entirely, which is to create something enjoyable.

     As marketers and public relations managers, there is very little way for us to get around this kind of direct interaction with fans of our products or clients. Social media is unfortunately necessary in order to generate interest in this day and age, and the kind of audience who chooses to be marketed to by following a brand or celebrity is an incredibly valuable one. However, by making intentional choices not to engage with fans who interact in bad faith, or with the intent to create drama, we can help shield our brands and clients from some of the pain that comes from having a huge fandom waiting in the wings for your next success or failure.

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