Moving marketing on social media latched on to a new trend, wherein all movies attempt to become a part of the changing content ecosystem.

The official trailer of Raabta, starring Sushant Singh Rajput and Kriti Sanon was released earlier today. What’s new you ask? The filmmakers collaborated with First Post who have shared the it on their official social media handles with a paid push on Facebook.

Yes, the face of movie marketing on social media has undergone a comprehensive transformation to suit or rather leverage the changing axioms of the content ecosystem. Content creators are now publishers and publishers are content creators. With abundance of content, the message has become the medium and filmmakers are leveraging these mediums for their reach.

From creating a social media timeline of the movie and using the casts’ personal handles, movie marketing on social media has now graduated to placements in content pieces weaved into the script much to the likes of placements in television shows.

In November 2016, Alia Bhatt for her upcoming movie Dear Zindagi appeared in an episode of Girlyapa as her movie character Kaira, alongside her friend Jackie (also, a character of the movie) with veteran TVF actors Jitendra Kumar and Srishti Shrivastava. The script revolved around Kaira’s breakup with Raaghav (Jitendra Kumar) and how she deals with it maturely. The video received over two million views.

Prior to this, Nawazuddin Siddiqui, playing the character of Inspector Majumdar ventured in a FilterCopy video. Siddiqui appeared to be enjoying a game of charades with the FilterCopy crew.

Recently, TVF was seen associating with Rajkummar Rao starrer Trapped, this time around featuring TFV Pitchers’ stars Jitendra Kumar and Naveen Kasturia. Titled TVF Pitchers Season 2 OFFICIAL TRAILOR the video was a blatant marketing mouthpiece for Trapped. The script mainly featured Pitchers’ cast getting trapped with Rao and his colleague in a room and discussing the various doubts that social media expressed when the movie trailer was released.

Rao also made an appearance on BuzzFeed videos shortly before the release of Trapped. The video featured the actor sporting one line if 15 different emotions, a thorough entertainer.

BuzzFeed India took their entertainment quotient a step ahead with their promotion for upcoming movie, Noor, featuring Sonakshi Sinha, rapping Life Advice for our benefit.

Moving on from a rather one dimensional approach, movie marketers are now taking a multi-channel route, tapping on publishers and creators to become a part of the message.