With increasing number of people communicating via Social Networks it comes as no surprise that many movies are using Social Media as a way of reaching their target markets. With the success of recent blockbuster Avatar using Social Media as one of the key marketing tools to engage their possible audience. In South Africa movies are slowly starting to use these mediums to reach their target markets but we still have a long way to journey to reach the successes of US blockbuster campaigns. Of course there is the marketing budgets that plays a role in this but it does not mean that local movies can’t make use of the free tools available to engage their audiences building up to its release in theatres. We should also explore how more mobile technology channels can be used as part of such campaigns.

A recent example of a local movie using Social Media to reach its message to their target audiences is “I Now pronounce you Black and White” a locally produced comedy. This movie will be released 14 May 2010 and will be shown at the Winelands movie festival later this month. You can join the I Now Pronounce You Black and White fan page and follow them on twitter to get the latest updates.