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  • Opinion leaders as intermediaries in audience building for independent films in the Internet age

    Author(s)
    Meissner, Nico
    Griffith University Author(s)
    Meissner, Nico
    Year published
    2015
    Metadata
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    Abstract
    How are contemporary film-makers building audiences independently from distributors or sales agents? This article uses two case studies, Tenner Films and The Hunt for Gollum, to argue that opinion leaders are intermediaries who play a vital role in do-it-yourself audience building for independent films in today’s Internet age. The article concludes that (1) the Internet has increased the number of potential and accessible opinion leaders, (2) online opinion leaders have potentially bigger audiences than their offline counterparts, (3) new opinion leaders have emerged, (4) opinion leaders act as multipliers and (5) non-experts ...
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    How are contemporary film-makers building audiences independently from distributors or sales agents? This article uses two case studies, Tenner Films and The Hunt for Gollum, to argue that opinion leaders are intermediaries who play a vital role in do-it-yourself audience building for independent films in today’s Internet age. The article concludes that (1) the Internet has increased the number of potential and accessible opinion leaders, (2) online opinion leaders have potentially bigger audiences than their offline counterparts, (3) new opinion leaders have emerged, (4) opinion leaders act as multipliers and (5) non-experts can be opinion leaders too. (6) The Internet allows cultural producers to reach different opinion leaders through a single medium and while (7) different opinion leaders come with different audience sizes, (8) they all continue to function as taste guides. Finally, (9) the Internet makes it easier for independent film-makers to nurture personal audiences and therefore, partially replace opinion leaders by becoming opinion leaders themselves.
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    Journal Title
    Convergence: the international journal of research into new media technologies
    Volume
    21
    Issue
    4
    DOI
    https://doi.org/10.1177/1354856514546095
    Subject
    Marketing
    Screen and digital media
    Screen media
    Communication and media studies
    Audience building
    Cultural intermediary
    Distribution
    Independent film-making
    Internet
    Opinion leader
    Publication URI
    http://hdl.handle.net/10072/173110
    Collection
    • Journal articles

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