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The process of marketing starts the moment you have an idea for a film, before a word of script has been written. At that point you need to clearly envision who would want to see this film, and why. “Everyone” is never the correct answer. A well-defined audience is key to getting your project funded, produced and released. All the ensuing marketing and distribution strategies – from initial pitching to press kits, publicity, festival entries, exhibition plans and post-theatrical exploitation – aim to connect your film to this identified audience.

The Marketing Plan: What, Why and When User Rating: / 18 So you’ve got a great idea for a movie that absolutely everyone will want to see. Now what? Read more...   Who is the Audience? User Rating: / 10 There are three main reasons why a film fails to reach a significant audience. The filmmakers fundamentally did not care whether or not the film reached a significant audience. Or, the filmmakers produced a film that fell short of the expectations of the intended audience. Or, the filmmakers produced a film that would have met the expectations of the intended audience, but they either marketed it poorly or to the wrong audience – or both. These three reasons: lack of interest in commercial viability, failed production, and poor distribution are fatal for a film. Read more...   Distributor's Input to the Marketing Plan User Rating: / 1 At various stages in the packaging process, a producer will be asked to provide a marketing plan.  My focus here is on the domestic plan – the one that your distributor will undertake.  The international marketing plan is an entirely separate document, to be developed with your international sales agent. (Why?  Because your domestic distributor is selling to the exhibitors and the public, while your international team sells to other distributors.  The similarities in the two plans are only superficial.) Read more...   Creative Strategies to Build an Audience User Rating: / 4 Start with the notion that when filmmakers decide to make a film, they do it for the right reasons: they love the process, they have a unique story and/or message to communicate, and they want to change or to entertain the world. Read more...

More... Successful Media Relations Press Kits The Festival Gameplan How To Submit Your Film Festival Publicity The Theatrical Opening Working with Exhibitors Post-Theatrical Exploitation of Property Finding and Attracting the Right Distributor Print and Advertising Commitments Deliverables International Sales Negotiating A Distribution Deal Recoupment schedules International legal issues