Reclaiming Premium Brand Equity: Establishing and Testing A Post-Pandemic Framework for Theatrical Film Advertising on Social Media

As Hollywood film studios navigate the aftermath of pandemic-era distribution models that favored streaming over traditional theatrical releases, industry marketing teams face the challenge of rebuilding premium brand equity for blockbuster films. This research employs a multimethod approach to reframe theatrical film franchises as premium/luxury brands, contrasting them with streaming services as accessible alternatives. Study 1 leverages survey data to evaluate the impact of pandemic-induced streaming distribution on individual film brands. Study 2 employs a computational analysis of over seven years (2017–2023) of promotional posts from major studios across Facebook, Instagram, and Twitter/X (N = 22,235) to identify a tailored framework that captures the application of theatrical brand equity in studio advertising strategies. Finally, Study 3 tests this framework through an online experiment, measuring the effectiveness of these branding tactics.