What are KPIs?

KPIs are essentially how we as marketers measure if our efforts are actually working or not. Some could include: return on ad spend, return on investment, retention rate, conversion rate, and more. However, in the film industry, there are some different KPIs that we use.

KPIs in the Film Industry

For starters, there are some metrics we use that are similar to other industries. For example, when we release trailers or start our marketing campaign with posts on social media platforms linking to websites or other teasers, we can measure the effectiveness by looking at the click-through rate, bounce rate, shares, likes, and views on trailer posts, and more. All of these are pretty standard in the marketing world.

When it comes to films specifically, a main KPI is simply the overall gross a film had in the box office. Every movie has a budget that is normally publicly stated, however sometimes doesn’t include the marketing budget. When a film breaks even and grosses more than the budget, that’s how you know your efforts were successful. 

Another simple metric is views on streaming platforms. Obviously when a movie comes out on streaming, we have to promote and market its release to drive traffic and attention to it. The more people that tune in to its release and so on, the more effective our efforts are.