In the fast-paced world of social and digital marketing, where trends shift at the speed of a viral TikTok, it’s easy to overlook the foundational marketing principles that have stood the test of time. However, as brands in film, TV, and entertainment fight for audience attention in an oversaturated media landscape, the need to return to basics—such as the Four P’s (Product, Price, Place, Promotion) is more important than ever.

The Four P’s in a Digital Age

Marketing is ultimately about delivering the right message to the right audience at the right time, and that starts with the Four P’s. While digital platforms have revolutionized how we market entertainment properties, the fundamentals remain unchanged.

Product: In an age of streaming wars and endless content, defining a show or film’s unique value proposition is key. “The best campaigns focus on what makes a story compelling, not just what’s trending,” says Marian Lee, Netflix CMO.

Price:  With multiple subscription models and premium content, price perception plays a critical role in audience engagement. Max’s campaign for “House of the Dragon” emphasized exclusivity, leveraging pricing psychology to boost subscriptions.

Place:  Where audiences engage with content has shifted—TikTok, Instagram Reels, and YouTube Shorts are now prime spaces for entertainment marketing.

Liam Spragley, Head of Strategy at Substance global notes, “If you’re not adapting to where the audience is consuming, you’re already behind.” The focus should be finding where your target audience dwells and talk to them there. 

Promotion: From influencer partnerships to interactive storytelling, digital marketing today blends paid, owned, and earned media more effectively than ever.

To drive success it’s vital that a number of marketing tactics are rolled into each campaign ensuring messaging cuts through, causes disruption, creates conversation and ultimately delivers box office or streaming wars wins. 

While digital marketing evolves, the core principles remain the same. The smartest campaigns don’t just chase trends—they apply timeless strategies to new platforms. As the entertainment landscape grows more competitive, understanding and leveraging these foundational marketing principles will separate the hits from the misses.