Today, Variety posted a feature on Pinterest's potential to sell movie tickets, an emerging arena being dubbed "p-commerce." Pinterest is a largely female space, and was originally fueled by a demographic not frequently identified as early adopters, young, tech-savvy Mormon housewives. It's where people post cutesy recipes, fashions, and DIY projects. Where can movies fit into this landscape?
Searches for "Iron Man 3" and "Great Gatsby" on Pinterest yield dramatically different results. Iron Man 3 pins mostly consist of red carpet photos and a few links to boys' costumes. Great Gatsby is richer ground for the female-dominated site, with plenty of Gatsby-inspired costumes, jewelry, and theme party ideas. Warner Bros.' official Great Gatsby page highlights stills, related photo shoots and sets, while there isn't one to be found for Iron Man 3. If you search by boards, however, there are hundreds of fans who created
Pinterest boards for both films.
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From an e-commerce perspective, Pinterest is doing great, reportedly
accounting for 25% of online retail traffic and 20% of social commerce.
That's a solid groundwork. But just because people click through for
links to L.L. Bean doesn't mean they will do so for an event like a
movie ticket, which often requires coordination and setting a date.
Plenty of people walk up to the box office and buy a last-minute movie ticket, but on the Internet, movie tickets are not an impulse
buy.
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That said, there's a potential to leverage the amazing amount of fan
interest and fan-produced content, from homemade posters to pins about Great Gatsby-themed
wedding cakes and jewelry. As superhero and comic book movies have
dominated in the past decade, marketers have focused on reaching those
fanboys. Pinterest may prove an excellent marketing vehicle to reach
potential audiences for female-geared features. But e-commerce is a
stretch. In its infancy, Facebook too was heralded as a marketplace for
e-commerce. But it turned out that people wanted to keep their purchases
and their updates to friends separate. Pinterest does have an edge over
Facebook because users
associate with each other through their like-minded interests in
fashion, cooking, and other Pinterest-friendly topics. It's natural to
go ahead and purchase a blouse or recipe book that others are endorsing
on the site, while it's not seamless to do so on Facebook. Users are already engaging with movies on Pinterest, using the site as a forum to express their interest in movies. The
question is whether this interface can also be a natural fit as a place for people to buy
tickets.
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