Focusing on digital behaviors, not digital technologies, will better market films in the hyper-connected age.

Every year, to help stem the tide of declining box-office revenues, film industry executives ask the same question: What’s the next ______?  In 2007, it was “What’s the next Myspace?” Then in 2010, it became “What’s the next Twitter or Facebook?” Today, its “What’s the next Foursquare or Instagram”?

At a time when a new digital service or mobile app can go from zero to a million users in a matter of weeks, every film executive wants to know which emerging technology platform they should be partnering with to reach new audiences. And yet to truly understand how to effectively market and sell a feature film in the digital age, the industry needs to be spending less time following new digital technologies and more time following new digital behaviors.

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