One of the core functions of social media in film and TV marketing is creating pre-release hype and anticipation among the audience. Platforms like Twitter, Facebook, and Instagram allow filmmakers and studios to release teasers, trailers, and behind-the-scenes content to build excitement. They can also interact with fans, answer their questions, and generate buzz through hashtags and trending topics.

Social media platforms also play a crucial role in generating word-of-mouth promotion. When a film or TV show gets positive feedback from audiences, they often share their thoughts and recommendations on social media. This organic promotion can significantly expand the reach of a film or show beyond its initial target audience and help it gain popularity.

Additionally, social media can be used to target specific audience segments. Platforms like Facebook offer advanced targeting options that allow marketers to reach people based on demographics, interests, and online behaviors. This level of precision targeting ensures that marketing efforts are directed towards the right audience who are more likely to be interested in the film or show.

Furthermore, social media platforms provide valuable insights and data on audience preferences and behaviors. By monitoring engagements, comments, and discussions on social media, marketers can gain a deeper understanding of their audience's preferences, which can inform future marketing strategies and content creation.

The impact of social media on film and TV marketing is not limited to pre-release promotions. It also extends to post-release engagement and audience feedback. Social media platforms enable audiences to share their reactions and reviews of films and TV shows, which can influence others' decision to watch them. Filmmakers and studios can gauge audience sentiment and address feedback through social media, creating a more personalized and interactive experience.

In conclusion, social media has had a significant impact on film and TV marketing. It has transformed the way films and TV shows are promoted, allowing for more targeted and personalized marketing efforts. Social media platforms have become invaluable tools for generating buzz, creating pre-release anticipation, and engaging with audiences. With the continued growth of social media usage, its impact on film and TV marketing will only continue to evolve and expand.