The Greatest Showman is a musical account of the life of P.T. Barnum, the man who came from nothing and came up with the concept of the circus as we know it today. The film’s cast includes many acclaimed actors and actresses such as Hugh Jackman, Michelle Williams, Zac Efron, and Zendaya.
I actually went to go and see this movie largely because of its prominent social media and advertising presence. My thought process genuinely followed the course of “This movie is highly advertised therefore it must be a big deal.” The Greatest Showman engaged in many cross-promotional campaigns such as with Bloomingdales and Visa to increase exposures to a wide range of demographics.
The Greatest Showman accounts on Facebook, Twitter, and Instagram are all incredibly active and each platform has a different sort of approach to engaging the audiences on those platforms. For example, the Instagram account engages with fans of the movie by reposting fan art and videos of people singing songs from the movie, as Instagram appeals mostly to a younger demographic and has less professional of a feel. The Facebook page consists mostly of content created by the actual Greatest Showman account and less reposting from fans.
Then perhaps the best campaign that has gone along with the release of this movie the Showman Sing-Along. A sing-along version of The Greatest Showman is being played in select theaters for fans who have really come to love the music from the movie and to promote this, The Greatest Showman accounts have posted videos of fans singing the songs. As the movie is about highly unique individuals coming together and even becoming family, The Greatest Showman accounts have compiled videos posted by individuals singing the songs in their rooms and cars and anywhere else and it is as if the fans are all together singing the songs that they were originally just singing alone. The sing-along viewings are an incredible idea, as some fans are so passionate about the movie because of the music, and the promotion for these viewings is tremendous as well.