For years social media professionals operating in the Film and Television space have been discussing the incredible value of the second screen experience. Year over year, the average share of time spent engaging with a second screen experience on tablets or mobile devices has increased 719% since Q4 of 2011. For studios it’s one of the most powerful tools they can use to drive tune-in, and ticket sales.

However, I’ve personally watched the eyes of studio executives glaze over the moment “Second Screen Experience,” is mentioned and I get it. It’s some rather nebulously defined industry jargon, but that ends today! Let’s unpack the term together.

What It Is:

Simply put, the second screen is a companion experience to a Film or Television show in which a consumer engages in relevant, supplementary content on the web, or on a mobile device. This can be anything from a live Twitter-Chat during a show, or the release of an interactive app with BTS footage, trivia, polls, etc…

When done right the second screen experience helps build buzz, deepen consumer affinity, and extend the life of a studio release.

ADVICE FOR STUDIOS

Start Early

The most successful second screen experiences are populated with rich, interactive content, and the best way to secure these assets is to integrate them into the production process from the beginning. For years film productions have had b-teams that create content for DVD extras, but today the second screen is the new “DVD extras.” So it’s critical that studios use agencies with knowledge of social to help craft this content early on. (Side note: do they still make DVDs?)

Integrate it into the Movie Going Experience:

The assumption has always been that films can’t incorporate a real-time second screen experience with in-theater viewing. Not so! Disney Second Screen Live: The Little Mermaid encourages audiences to bring their iPads and enjoy an immersive, interactive, and mobile audience experience.

Watch the trailer below:

Nothing Is Too Small: Apps may be sexy but they don’t have a corner on the market of second screen experiences. When studios know their audience and cultivate their social media presence the results pay off in massive box office sales. Take this year’s hit “Fault in our Stars.” The studio leveraged the existing fans of the book to promote the film adaptation by using social media. They made them feel apart of the production process by sharing videos and photos of the movie taking shape. The creative was impeccable, and it made the consumer feel totally immersed in the filming process. They also ran an extremely successful campaign encouraging fans to pose with their copy of the book for a chance to win tickets to the premiere. The hashtag trended worldwide. The key takeaway here is that social media is now the second screen experience, it stokes anticipation, creates brand ambassadors, and most importantly drives ticket sales. So this is one party studio execs can’t afford to be late to.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.