Some big publishers have begun creating new content for Amazon’s video-based Echo Show, an update of its existing Echo home-assistant devices, according to Digiday. Bloomberg, CNN and other media companies are taking the role of early adopter, betting that as fast as these gadgets have grown adding video will only make them more popular. These publishers are looking to monetize their content, largely through advertising, but most are also treating it as a learning exercise since the platform is still new.
It got me wondering, though, how long it’s going to be before enhanced movie marketing efforts are being produced for these devices.
The shallow end of the pool here is, of course, advertising. Right now I’d imagine there’s at least some movie promotion being done through the host-read spots that are common. But when video gets involved studio marketing teams are going to feel even more at home since they will be able to interject movie commercials into the content that’s produced. As the story points out, this is a small device that’s not built for a lean-back experience, so the programming that’s created won’t be long, meaning ads won’t be able to be lengthy either. Imagine, though, ads that are similar to the seven-second pre-roll spots that are shown before YouTube videos. Those would fit right in.
If studios got really ambitious they’d begin creating their own shows for these devices, weekly recaps of movies from the studio that are in theaters or available on home video. 90-120 recaps that are quick and hit a few key points and which could be incorporated into people’s “Daily Flash Briefings” or whatever they’re called. Include a clear call-to-action and you’re golden.
Honestly, it’s kind of shocking the studios aren’t already doing something like this on YouTube or Snapchat. It doesn’t even have to be as substantial and in-depth as The Star Wars Show, This Week in Marvel or DC All Access. Just a couple minutes each week about what’s new and what’s coming soon to keep movies at the top of people’s minds. Seems like a good option to me.