How to Sell Your Movie to an Audience — Film Marketing Strategies [Stages of Filmmaking Ep. 5]

Summary

In this episode of the 'Stages of Filmmaking' series, we explore the vital role of marketing in a film’s success. Industry experts David Edwards and Eric Reese discuss how marketing builds anticipation, from trailers and posters to viral campaigns. They break down different types of media—paid, earned, and owned—and the importance of targeting the right audience. The video highlights real-world examples of effective marketing, from indie films to blockbusters like Barbie and Godzilla. Ultimately, it shows how a well-executed marketing strategy can turn a movie into a cultural phenomenon.

Takeaways

• 😀 Marketing is essential for a movie's commercial success and is a crucial part of the filmmaking process.
• 😀 A movie's marketing budget can be as much as 50% of its production costs, or even more in some cases.
• 😀 Marketing includes three types of media: paid, earned, and owned, each with its unique strategy and benefits.
• 😀 A well-crafted trailer is vital to creating interest in a film, providing a glimpse of the film's tone, hook, and characters.
• 😀 Key art, such as posters and billboards, is used to visually capture the essence of a movie and grab the audience's attention.
• 😀 Digital marketing, including social media and websites, plays a significant role in building a film's online presence.
• 😀 Influencers, actors, and press junkets are powerful tools for creating buzz and building word-of-mouth promotion.
• 😀 Creative marketing campaigns, like stunts or unique partnerships, can help films stand out and gain viral attention.
• 😀 Independent films typically rely on low-cost, highly targeted marketing strategies, utilizing social media and reviews to build momentum.
• 😀 Studios often employ a 360° marketing approach for big-budget films, aiming to reach a wide audience through diverse channels.

Q & A

What is the role of marketing in the success of a film?

Marketing plays a crucial role in ensuring a film reaches a wide audience and generates interest. It involves promoting the film through various channels, creating anticipation, and targeting the right audience to maximize box office revenue.

What does the term 'Prints and Advertising' (P&A) budget refer to?

The Prints and Advertising budget refers to the portion of a film's total budget set aside specifically for marketing and advertising efforts. For big studio films, the marketing budget can sometimes exceed the production budget itself.

How does the marketing strategy for indie films differ from blockbusters?

Indie films typically have smaller budgets and rely more on social media, word-of-mouth, and reviews. In contrast, blockbuster films use larger-scale marketing campaigns, including TV ads and wide-reaching media channels.

What are the three types of media used in film marketing?

The three types of media are: paid media (advertisements and trailers), earned media (word of mouth, reviews, and social media buzz), and owned media (content generated by the studio or production, like social media accounts and BTS footage).

What is the significance of a film trailer in marketing?

A film trailer is a vital tool for generating interest by capturing the film's tone, characters, and unique aspects. It should leave the audience wanting more, creating intrigue and anticipation for the film’s release.

Why is key art important in movie marketing?

Key art, such as posters and billboards, serves to visually communicate the essence of the film. It should encapsulate the movie’s story, theme, or hook in a way that attracts and engages potential viewers.

How do digital marketing strategies contribute to a film's promotion?

Digital marketing plays a significant role by utilizing platforms like social media, websites, and online influencers to build excitement, engage with fans, and generate buzz for a film’s release.

What role do influencers and actors' social media play in a film’s marketing?

Influencers and actors with large followings can help promote a film by sharing content on their social media platforms, generating buzz and reaching targeted audiences directly.

What is the purpose of press junkets in film marketing?

Press junkets are organized events where actors and filmmakers do a series of interviews with journalists and media outlets. These events aim to generate media coverage and build positive word-of-mouth before a film's release.

How does a film's genre and potential audience affect its marketing strategy?

A film's genre and target audience play a critical role in shaping the marketing strategy. Studios identify whether the movie appeals to a broad audience or a specific demographic, which influences the media platforms used and the overall marketing budget allocation.