Social media plays vital role in movie promotion, threatening film advertising on TV2012-05-17

Lions Gate Entertainment Corp. Chief Executive Jon Feltheimer has said that movie studios will likely buy fewer TV ads in the future, and look more to online promotion. During the Milken Institute Global Conference in Los Angeles, Feltheimer said that "companies that are conglomerates, with large broadcast networks or a bouquet of cable channels are going to have to adapt. And it will be disruptive."

This announcement comes after the studios success with 'The Hunger Games', a film that was heavily promoted on social networks. To spark interest among its target audience, the studio also launched a YouTube channel as well as a Tumblr blog. According to Feltheimer, Lions Gate already devotes 10-15% of its budget to online promotion.   

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