Film Marketing

Film Marketing is used to promote a film to its respective audience and beyond. Film Marketing is as important as the making of a Film.The primary objective of marketing is to make sure the film is seen as a ‘must-see’ film. Distributors have to plan their Marketing very carefully.They have to create a Marketing campaign that presents their film as ‘unmissable'. It can cost as much as the making of the film. On average, the cost of marketing a film can be anywhere up to 50% of a film’s budget. This will be spent on the following: type of film marketing... Film Reviews, trailers, media advertising, the internet, promotions, merchandising, premieres, festivals and posters. Film reviews now appear anywhere in media; TV, Magazines, Newspapers, Radio.They can let certain audiences know what a film is about, who is in it, whether they think it will be an Award winner. Films that have a higher advertising budget will have teaser trailers as well as full-length trailers.Trailers are given a classification, this may be different to the actual film.They must include; the genre, the narrative, the star (if it is star driven) and a USP. The distributor will use different types of mediums and media to advertise. Most common will be smaller posters in newspapers/magazines and larger versions on the side of buses.Interviews of stars and/or the director on TV and Radio is also an example of this. The internet allows for a ‘buzz’ to be created before pre-release promotion. This can be positive or negative ‘buzz’. Some films have websites dedicated to it, either production made or fan-made.These can also be real or fake. Merchandise that is connected with a film is where real profit is made.This allows companies to use the images and logos of the film in their own promotion.Star Wars is the most famous for this. These are a carefully organised tool for distributors. Primeres They help generate publicity through newspapers, TV/Radio, and magazines.It is the official launch of a film, the distributor has to make sure it gets the right attention. Festivals They have a dual function. They are competitions that can gain the film awards as well as publicity.It is also where distributors can battle over gaining the rights for a film that has just been produced. Highest profile festivals: Cannes, Sundance, Berlin, Toronto and Venice. Posters, Potential blockbusters have a ‘teaser’ poster campaign as well a main poster campaign. Posters are full of generic elements to do with the film.The USP is an element  that appears different or special to certain audiences.