The sad truth is, it does not really matter how good a movie is, if the marketing is bad and nobody will see it. It’s the marketing that seeds awareness.
“There are many traditional avenues, from press releases and print advertising, from flier to poster distribution to Facebook and Google advertising.” (p.125 Filmmaking for Change)
With the growth of the Internet it is easy to reach people, but it is necessary to map out a strategy and be ready to execute it.
Print Ad Campaign:
The use of print ads has declined in recent years, particularly in the indie film space. The simple reason is they are very expensive, especially if you are talking about a leading paper in a major metropolitan area. Another possibility is targeted magazine ads. These can be very targeted, reaching a very specific demo.
Press Releases:
If you can manage to get editorial coverage in papers where your film will be released, you can reduce your print ad spend. This coverage helps generate awareness for the film, which should pick up momentum over the life of your run, and you can add to your website, which helps to give some teeth and credibility to your project.
TV/ Radio
It can really help to work with a publicist in this area, as they have the relationships with this media, and they can talk the talk. If you can’t afford a publicist, do your press release research and reach out to local stations.
Social Networks
Not only is it free to use, but there are numerous ways to incorporate social networking into your campaign, from Facebook to Twitter, blogs to special interest groups, Instagram to Pinterest. It is no longer necessary to feel to pay to push information to the consumer, as long as you can find a way to get your information to the consumer. Help them find you. Have a presence where your target audience likes to hang out.
Film Festivals
From a marketing standpoint, you should see festivals as opportunities to generate awareness for your movie, in terms of general screenings and subsequent word of mouth, as well as the PR value you could get from potential coverage in local media.
Special interest groups
Chances are, there is a subject in your film that connects to a cause. There are probably also organizations or groups who stand for that cause, engage with these people. After all you are bringing their issue to light and should want to power of film to make a difference. Help them help you.
Partners
Whether you have strategic alliances with partners, product placement, or sponsorship, think creatively about how they can help you spread the word about your release.
Key Art
Most movies have a title treatment, a creative presentation of the name in the movie. It will also be important to pull a few of the best stills. Sometimes, if you are planning ahead in pre-production, you have a still photographer taking pictures during the shoot. All festivals require at least one still for their website and program, and media will ask for stills and artwork to support articles. Think of your film as a company itself. If you were branding your company, you would need to develop a logo, and a look, maybe even a tagline. This combination of materials becomes part of the marketing plan as you brand your film, from your poster to your website. There needs to be consistency, these materials give you a professional look, and sense of production value.
Website
Your Website must be an active marketing vehicle, with all the standard social media icons. Share, share, share, share.
Press Kit
A press kit is a collection of materials, they are traditionally handed out on special screenings and often sent to media, industry and distributors. There is usually a Press Kit found on film websites as well. These things are usually found in such kits: a one liner, synopsis, production notes, a director statement, cast and crew list, list of festival appearances and awards, copies of press coverage, still photos and the link to the trailer.
Trailer
Sharing the trailer has become a key piece of marketing. Trailer creation is an art form, and it takes more then slamming a few key scenes and moments together.
sources: p.125-134 book filmmaking for a change
