Media społecznościowe w procesie promocji filmów i seriali telewizyjnych

Abstract

The deliberations included in the text refer to the possibility of the use of social media in promotional film and television series campaigns. The author draws attention to the phenomenon of the more and more frequent process of including the Internet users in processes of promotion. She introduces the ways of activating audiences used for this purpose by the producers and distributors through their activities in social media such as Facebook, YouTube, Second Life. Various ways to use the potential of this type of media are discussed on the basis of examples of specific films and TV series, producers and distributors of which embraced customized promotional solutions. The article also explains the importance of the implementation of viral marketing and crowdfunding in promotional campaigns. The author indicates benefits but also problems associated with involving the audience in future promotional activities by means of the network.