Successful film marketing requires a deep understanding of the target audience, a creative and innovative approach, and a commitment to building relationships with key stakeholders.
Marketing is a crucial aspect of any film production and it can often make or break a movie’s success. From clever trailers to innovative social media campaigns, there are many ways to create buzz and reach audiences. Marketing films, whether it be major studio releases or indie films, is a crucial aspect of the film industry. It can be the difference between a film being a box-office hit or a flop. In this in-depth guide, I provide experiences and examples from A-List talent that participates in both major studio releases and indie films, a list of 10 of the greatest marketing campaigns in modern day, lessons from A24 that is conquering Hollywood with its 2022 release Everything Everywhere All At Once, that has racked up 11of A24's 18 Oscars nominations, which can be read here A24 Tops All Other Single Movie Studios With 18 Oscar Nominations, Taking a Victory Lap 10 Years in the Making, and finally we will take a look into successful indie film marketing and the key areas forward thinking filmmaker should focus. Be sure to check out Final Summer, one of the best new horror films to stream, released officially on September 18, 2023.
Below a video from Sundance with Elijah Wood discussing his experiences which are a unique blend of both major studio releases and passion projects in the indie space.
Excellent insights from a collaboration between Indiefilmhustle, Savant Artists, and Elijah Wood (Lord of the Rings, Sin City) with his remarkable partners Josh Waller, Daniel Noah and Lisa Whalen (Company X) over at their company SpectreVision.
As we discuss further below, in order to sell an indie film, a well-executed marketing strategy is essential. One key factor in successful film marketing is understanding the target audience. Major studio films have the advantage of a larger budget for marketing, which allows for a wider reach to multiple audiences. On the other hand, indie films often have limited resources for marketing, so it is crucial for the marketing team to understand their specific target audience and tailor their approach accordingly.
In this comprehensive guide, we will cover some of the best film marketing campaigns of all time, take a look at one of the most successful Independent film distributor A24, explore the latest trends in movie marketing, and share some actionable tips to help you market your next film.
Are you ready to explore what it takes to market films successfully? Click one of the sections to jump down and read about a specific section:
The 10 Best Film Marketing Campaigns of All Time
From guerilla marketing tactics to high-tech advertisements, the film industry has seen some truly innovative marketing campaigns over the years. To help you get inspired, here are 10 of the best movie marketing campaigns ever:
"The Dark Knight" (2008) - This movie’s marketing campaign relied heavily on cryptic posters, billboards, and trailers that hinted at the film’s dark and mysterious tone.
"The Blair Witch Project" (1999) - This movie’s marketing campaign was one of the first to embrace the power of the internet, using fake websites, documentary-style trailers, and viral marketing to create buzz.
"The Grand Budapest Hotel" (2014) - To promote this quirky comedy, the marketing team created a whimsical, Wes Anderson-inspired world filled with posters, postcards, and hotel brochures.
"Paranormal Activity" (2007) - This movie’s marketing campaign relied on word-of-mouth promotion, using “found footage” trailers and real-life paranormal events to create suspense and excitement.
"The Social Network" (2010) - This movie’s marketing campaign used provocative posters, clever taglines, and viral videos to highlight the film’s controversial subject matter.
"The Lord of the Rings" (2001) - To promote this epic trilogy, the marketing team created a comprehensive world-building campaign that included trailers, posters, and interactive websites.
"Inception" (2010) - This movie’s marketing campaign used mind-bending posters, trailers, and interactive experiences to create a sense of wonder and excitement.
"The Matrix" (1999) - This movie’s marketing campaign used cryptic trailers, posters, and website designs to create a sense of mystery and excitement.
"Interstellar" (2014) - To promote this epic space adventure, the marketing team used a combination of stunning trailers, viral videos, and interactive experiences to engage audiences.
"Jurassic Park" (1993) - This movie’s marketing campaign relied on awe-inspiring trailers, posters, and theme park attractions to build excitement for the groundbreaking special effects.
A24 Marketing Lessons
A24 is a New York-based independent film company that has gained a reputation for producing critically acclaimed and award-winning movies, such as "Moonlight", "Lady Bird" "The Disaster Artist," and the most recent "Everything Everywhere At Once." In 2023 alone, Independent film studio A24 has received 18 Oscar nominations across 6 films, making it the most nominated single studio in its 10-year history. The films include "Everything Everywhere All at Once", "The Whale", "Aftersun", "Causeway", "Close", and "Marcel the Shell With Shoes On". This is a significant achievement for the young company, which has positioned itself as the leading independent film studio in the industry. A24 has had at least one nominee at every Academy Awards since 2015 and made its biggest awards splash ever this year with its highest-grossing film, "Everything Everywhere All at Once", receiving 11 nominations. Despite a tough year for the independent film industry, A24's success is welcome news.
A24's marketing campaigns are known for their creativity, authenticity and quirkiness, and they have become a benchmark in the industry. Builtin.com has outlined five key marketing lessons from A24 that you can apply to your own film marketing campaign:
Tell a story: A24's marketing campaigns always focus on the story of the film, rather than just promoting the cast or director. They use posters, trailers and social media posts to give audiences a taste of the film's narrative, rather than just its style or genre.
Be authentic: A24's marketing campaigns are known for their raw and real approach, which appeals to audiences and sets their films apart from the rest. By staying true to the essence of the film and its characters, they create a sense of connection with audiences.
Embrace the unconventional: A24 is not afraid to take risks and experiment with new and unconventional marketing strategies. For example, they created a mock website for the "The Disaster Artist" that lampooned the film's eccentric director, Tommy Wiseau. This unconventional approach not only generated buzz but also highlighted the film's comedic elements.
Use social media: A24 uses social media to reach audiences and engage with them in real-time. They create unique and shareable content that is tailored to each platform, from Twitter polls to Instagram memes. By leveraging the power of social media, they build a loyal fanbase and drive ticket sales.
Collaborate with influencers: A24 partners with influencers, such as film critics and bloggers, to promote their films. By working with trusted and influential voices, they reach new audiences and generate positive word-of-mouth.
A24 has positioned itself as a leading player in the independent film industry, with at least one nominee at every Academy Awards since 2015. A24's marketing strategies are known for their creativity, authenticity, quirkiness, and offer valuable lessons for other film marketers. From telling a story and staying authentic, to embracing the unconventional and collaborating with influencers, A24's marketing campaigns show how to build a loyal fanbase and drive ticket sales.
#A24 #OscarNoms #IndependentFilm #FilmMarketing #CreativeCampaigns #AuthenticStories #UnconventionalMarketing #SocialMediaSavvy #InfluencerCollaboration
Successful Indie Film Marketing Strategies: Outperforming the Competition
Indie film distribution has become increasingly challenging in recent years, with the rise of streaming services and changing consumer behaviors. In order to stand out in a crowded marketplace, it's crucial for indie film marketers to come up with innovative and effective marketing campaigns. In this article, we'll explore some of the most successful indie film marketing strategies, and how they were able to outrank their competitors.
Effective Film Trailers: An In-Depth Guide Introduction
Picture this: you're in a dimly lit theater, the anticipation palpable, and then it begins – the film trailer. In those fleeting minutes, something magical happens. You're transported to different worlds, introduced to intriguing characters, and, most importantly, you're hooked. This is the power of a well-crafted film trailer, and it's an art form that's been evolving since the early days of cinema.
Since its inception, the film trailer has been an integral part of the movie-going experience. It's the appetizer before the main course, the tease before the revelation. But what separates a forgettable trailer from one that leaves you counting down the days until the film's release? It's a nuanced blend of art, psychology, and strategy that transforms these mini-previews into cinematic gems capable of driving box office success.
To explore film trailers further, read the full Effective Film Trailers: An In-Depth Guide.
Take a sneak peak at the new trailer for upcoming feature film The Womb from the writer of Constantine, Frank A. Cappello.
The Most Dangerous Memory Is The One You Forgot
How To Make A Blockbuster Movie Trailer
Crafting an effective trailer is akin to walking a tightrope. In a span of just two and a half minutes, editors must condense the essence of a full-length film into a captivating sneak peek. But it's not merely about relaying information. An impactful trailer is a symphony of visuals and sound that doesn't just tell you about the film; it makes you feel it.
To achieve this, trailers strategically select and arrange shots to communicate vital details. This includes the movie's genre, its protagonists, the setting, and the central conflict. More than that, a successful trailer immerses you in the movie's world, letting you taste its emotions. It's a miniature story in its own right, one that takes you on a journey from setup to climax, leaving you breathless and eager for more.
What Makes a Film Trailer Effective?
Ever wondered what makes a film trailer tick? According to a study involving 154 college students, movie trailers are not just effective; they are a potent form of marketing. A staggering 99% of respondents reported having seen a movie trailer, with 96% believing in their effectiveness. These trailers influenced the viewing choices of about 76% of the surveyed students, with plot trumping the appeal of actors.
The Importance of Impactful Trailers
A well-edited trailer can mean the difference between a box office smash or flop. In just two and a half minutes, editors must condense a full movie into a compelling teaser that excites audiences. Strategic shot selection and arrangement communicates key details like genre, characters, setting and central conflict. Beyond information, an effective trailer establishes tone and gives a visceral “feel” for the film style. It transports viewers into the movie’s world, allowing them to experience anticipated emotions. By taking audiences on an engaging journey from setup to climax, artful trailers become engrossing mini-stories leaving viewers eager for the full film. Using psychological techniques, they convert viewers into opening night patrons.
Elements of an Alluring Trailer
Impactful trailers often include:
Quick establishment of genre like comedy, action or drama
Introducing protagonists and central relationships
Contextualizing the time period and location
Revealing just enough plot to raise intrigue
Crafting an emotional connection with humor, thrills or drama
Unique editing, visuals and music that stand out
A targeted appeal to the intended demographic
An original style that generates buzz
By incorporating these elements, trailers can maximize hype and excitement for a film release.
Three Types of Film Trailers: Genre, Story, and Star Driven
There are three main types of film trailers: genre trailers, story trailers, and star-driven trailers.
Genre trailers focus on the film's genre and tone. They are designed to give audiences a sense of what type of film they can expect to see. For example, a genre trailer for a horror film might show scary scenes and suspenseful moments.
Story trailers focus on the film's plot and characters. They are designed to give audiences a basic understanding of the story and to introduce them to the main characters. For example, a story trailer for a romantic comedy might show the two main characters falling in love.
Star-driven trailers focus on the film's stars. They are designed to appeal to fans of the stars and to convince them to see the film. For example, a star-driven trailer for a film starring Tom Hanks might show Hanks in a variety of scenes and highlight his comedic talents.
The Psychology of Film Trailers: How They Influence Audiences
Film trailers are designed to influence audiences and to make them want to see the film. They do this by using a variety of psychological techniques, such as:
Creating a sense of anticipation: Trailers often end with a cliffhanger or with a scene that leaves the audience wanting more. This creates a sense of anticipation and makes the audience want to see the film to find out what happens.
Appealing to emotions: Trailers often appeal to the audience's emotions, such as their sense of humor, fear, or sadness. This helps the audience to connect with the film and to become invested in the story.
Using music and sound effects: Trailers often use music and sound effects to create a certain mood or atmosphere. This can help to draw the audience in and to make them feel more connected to the film.
Analyzing Effective Film Trailers: What Works Best?
Effective film trailers have a few key things in common.
They hook the audience's attention: Effective trailers start with a strong hook that grabs the audience's attention and makes them want to learn more. This could be a visually stunning shot, a catchy tagline, or a suspenseful moment.
They introduce the main characters and plot: Effective trailers introduce the main characters and plot of the film in a clear and concise way. They give the audience a sense of what the film is about and why they should care.
They leave the audience wanting more: Effective trailers leave the audience wanting more. They end with a cliffhanger or with a scene that leaves the audience with questions. This makes the audience want to see the film to find out what happens.
Film Trailer Design: The Art of Crafting Attention-Grabbing Film Trailers
When designing a film trailer, there are a few key things to keep in mind:
The target audience: It is important to design the trailer for the specific target audience that the film is trying to reach. For example, a trailer for a children's film will be very different from a trailer for a horror film.
The tone of the film: The trailer should match the tone of the film. For example, a trailer for a comedy should be lighthearted and funny, while a trailer for a drama should be more serious.
The pace of the film: The trailer should be paced well. It should be exciting and engaging, but it should also give the audience time to understand what the film is about.
Film Trailer Taglines: Crafting Compelling Catchphrases
A good film trailer tagline is a short, memorable phrase that captures the essence of the film. It should be something that will stick in the audience's minds and make them want to learn more about the film.
When crafting a film trailer tagline, it is important to keep the following things in mind:
Keep it short and sweet: A good tagline should be short and to the point. It should be something that audiences can remember and repeat.
Make it relevant: The tagline should be relevant to the film and its plot. It should give audiences a sense of what the film is about and why they should care.
Make it catchy: The tagline should be catchy and memorable. It should be something that will stick in the audience's minds long after they watch the trailer.
The Art of the Tease: Mastering the Film Trailer's Fine Balance
One of the most important aspects of creating an effective film trailer is mastering the art of the tease. A good trailer will give audiences enough information to pique their interest, but it will also leave them wanting more.
There are a few key things to keep in mind when teasing the film in the trailer:
Don't give away too much: It is important to avoid giving away too much of the plot in the trailer. You want to leave the audience with questions and make them want to see the film to find out what happens.
Focus on the most compelling elements of the film: When teasing the film, focus on the most compelling elements, such as the main characters, the plot, or the action sequences.
Use creative editing and music: Creative editing and music can be used to create a sense of suspense and excitement in the trailer.
Film Trailers and Social Media: Maximizing Engagement
Social media has revolutionized film marketing, and trailers are no exception. Trailers that are shared on social media have the potential to reach a large audience and generate excitement for the film.
Here are a few tips for maximizing engagement for your film trailer on social media:
Use high-quality video and audio: Your trailer should be well-produced and visually appealing. Use high-quality video and audio to ensure that your trailer looks and sounds its best.
Write a compelling caption: The caption for your trailer should be catchy and informative. It should give audiences a sense of what the film is about and why they should watch the trailer.
Use relevant hashtags: Hashtags are a great way to get your trailer seen by more people. Use relevant hashtags to reach your target audience and to get your trailer featured in popular searches.
Run social media ads: Social media ads can be a great way to boost the reach of your trailer. Target your ads to the specific audience that you want to reach, and use compelling visuals and copy to get them to watch your trailer.
The Future of Film Trailers
As technology continues to evolve, we can expect to see film trailers become even more innovative and engaging. For example, we may see more trailers that use virtual reality or augmented reality to give audiences a more immersive experience.
Additionally, we may see more trailers that are tailored to specific audiences. For example, a trailer for a new superhero film might be different for a comic book fan than it would be for a general audience.
Overall, the future of film trailers is bright. With new technologies and new creative ideas, trailers are sure to continue to play an important role in film marketing.
Effective film trailers are essential for promoting films and generating excitement with audiences. By following the tips in this guide, filmmakers can create trailers that will hook audiences, introduce the main characters and plot, and leave them wanting more.
Understanding Your Target Audience
The first step to creating a successful indie film marketing campaign is to understand your target audience. Who are they, what do they like, and what motivates them to watch your film? The answers to these questions will help you determine the best marketing strategies to reach your target audience, and ultimately drive ticket sales. One of the key ways to understand your target audience is by conducting market research. This can be done through surveys, focus groups, and even social media analysis. By analyzing the data you collect, you can gain valuable insights into what your target audience is looking for in a film and what motivates them to watch.
By analyzing the data you collect, you can gain valuable insights into what your target audience is looking for in a film and what motivates them to watch.
A recent example of an indie film that has successfully marketed to its target audience is Ghosts and the Afterlife: A Scientific Investigation. This film, which explores the mysteries of the afterlife, has targeted a niche audience of people who are interested in the paranormal. Learn more about this film and an audience interested in learning more at Life After Death: "Ghosts and the Afterlife" Explored or Rent/Buy the film at Amazon, Apple, or one of the many other digital outlets. The film's marketing campaign has focused on creating a sense of intrigue and mystery, appealing to the curiosity of its target audience. The campaign has also used social media to reach out to potential viewers, sharing trailers, clips, and behind-the-scenes content.
Final Summer: Best New Horror Film To Stream in 2023
An even more recent example is of the filmmaker that is driving his stake right into the heart of horror, John Isberg, the writer and director of the horror film Final Summer, has demonstrated a deep understanding of the horror genre and its fans, which is contributing to his successful marketing of the film. Final Summer is one of the best new horror films to stream in 2023, releasing on September 18, 2023.
Final Summer is a callback slasher to the Friday the 13th franchise
One way Isberg has reached horror fans is by creating a film that is both suspenseful and emotionally impactful. He has masterfully crafted a story that builds tension, provides jump scares, and elicits genuine fear from the audience. This appeals to the core audience of horror fans who enjoy the thrill of being scared. Additionally, Isberg has also created a compelling storyline that centers around relatable and complex characters, which sets Final Summer apart from other horror films. This, combined with the film's strong visual effects and musical score, has helped to build anticipation among fans who are looking for a fresh and exciting horror experience.
One way that indie films can stand out from major studio releases is by tapping into niche audiences. By targeting a specific group of people with shared interests and values, indie films can create a loyal following and generate word-of-mouth buzz. Social media can be an effective tool for indie films to reach their target audience, especially platforms like Instagram and Twitter where creative and eye-catching visuals can be shared to draw attention. Building an online presence through a strong social media presence can also be a cost-effective way to promote a film, as opposed to traditional methods such as print advertisements or television commercials. Final Summer is one of the best new horror films to stream in 2023 for fans who want to relive the suspense and thrills of the classic 80's slasher Friday the 13th franchise.
Utilizing Social Media to Reach Your Target Audience
As indicated above, understanding your target audience is critical for finding and connecting with a like-minded audience. Social media has become an essential tool for indie film marketers looking to reach, connect, and interact, as it allows them to reach a wide audience with minimal investment. Platforms like X (Formerly Twitter), Facebook, and Instagram provide opportunities for indie filmmakers to connect with potential fans, build anticipation for their films, and share behind-the-scenes content.
Ghosts and the Afterlife is a great example of how indie films can use social media to reach their target audience. The film's marketing team has created a strong social media presence, using platforms like Instagram and Twitter to share creative and eye-catching visuals that draw attention to the film. The team has also been active on social media, engaging with potential viewers and answering questions about the film. This has helped to build a sense of community around the film and create a buzz among its target audience.
When using social media for your indie film marketing campaign, it's important to stay active and engage with your followers. Respond to comments and messages, and be sure to share relevant content on a regular basis. This will help you build a strong relationship with your target audience and keep them interested in your film. Another effective way to use social media is to run targeted ads. By using advanced targeting options, you can reach your desired audience with precision, ensuring that your marketing budget is being used effectively.
Utilizing Video Content
Video is one of the most effective ways to reach and engage with your target audience, and is a key component of successful indie film marketing campaigns. Utilizing video content, such as trailers, behind-the-scenes footage, and promotional videos, allows you to showcase your film in a visually engaging way and build anticipation for its release. Savant Artists provides a wealth of video content that indie filmmakers can use to promote their films, including trailers, behind-the-scenes footage, and promotional videos. To make the most of these resources, it's important to embed the videos in your website and share them on your social media channels.
Building Relationships with Film Festivals
Film festivals are a great way to promote your indie film and reach a new audience. In two insightful interviews by Savant Artists, Sundance Film Festival with Director of Programming Trevor Groth and SXSW 2015 Festival & Austin Breakfast Tacos with Jarod Neece learn more about these exclusive festivals and how they can be entrances to an exciting new world. By participating in festivals, you can showcase your film to industry insiders and potential fans, and gain valuable exposure for your film.
When building relationships with film festivals, it's important to be proactive and reach out to festival organizers to express your interest in participating. Offer to provide information about your film and share any relevant marketing materials, such as trailers or posters. By forming these relationships, you can increase the visibility of your film and reach a wider
audience. One such Director/Screenwriter notorious for leveraging film festivals is Dan
Mirvish, Co-Founder of Slamdance Film Festival which takes places every year during Sundance in Park City, Utah. Dan Mirvish, the director and screenwriter of the film 18 1/2, is leveraging film festivals to promote the movie by showcasing the film in over 25 festivals on four continents. This allows him to reach a wide audience, as well as gather critical acclaim, which can help to create buzz and anticipation for the movie's theatrical release. The film's success in festivals, including being named a "Top Ten Oscar Contender" and "Certified Fresh" by critics, has likely helped to attract the attention of audiences, distributors, and industry professionals. Furthermore, the film's all-star cast of well-known actors, including Willa Fitzgerald, John Magaro, and Catherine Curtin, as well as horror icons like Ted Raimi and Bruce Campbell, may have helped to attract audiences and drive interest in the movie. Overall, Dan Mirvish is successfully leveraging film festivals to promote 18 1/2 and reach a wide audience, by combining critical acclaim, a strong cast, and a unique and engaging story. The New York Times, ‘18½’ Review: Watergate, Through a Fog."
Utilizing Influencer Marketing
In today's digital landscape, influencer marketing has emerged as a dynamic and compelling strategy for indie filmmakers to propel their films into the spotlight. This innovative approach involves collaborating with individuals who hold sway over a dedicated and engaged audience, allowing filmmakers to tap into a wider demographic and enhance the visibility of their cinematic creations. Before diving into how to effectively utilize influencers, providing a sound definition is important.
What is influencer Marketing?
Influencer marketing is a form of marketing that uses social media influencers to promote products or services to their followers. Influencers are individuals who have a large and engaged following on social media, and they are often seen as experts or authorities in their field. By partnering with influencers, businesses can reach a wider audience and generate excitement about their products or services. Influencer marketing has become a popular way for indie filmmakers to promote their films, and has proven to be an effective strategy for many successful campaigns. By partnering with influencers in your target audience, you can reach a wider audience and increase the
visibility of your film. When working with influencers, it's important to be strategic about who
you choose to partner with. Look for influencers who have a large and engaged following for
promoting quality content, as well as influencers with values that align with the themes of the film, as this will increase the authenticity and impact of the partnership.
A prime example of this strategic utilization of influencer marketing is found in the success story of the independent film "Wonderwell." Centering around themes of self-discovery and feminine empowerment, the film harnessed the power of female influencers who fervently championed these narratives. The independent film "Wonderwell," a film about a young woman's journey of self-discovery and feminine empowerment, utilized influencer marketing by partnering with female influencers who are passionate about these themes. This allowed the film to reach a wider audience of women who were interested in the film's message. Read more in the article Wonderwell: A Journey of Self-Discovery and Feminine Empowerment.
Innovative tactics such as the creation of custom content resonated deeply with the audiences. From trailers and behind-the-scenes glimpses to film reviews and insightful personal essays, influencers lent their distinct voice to amplify the anticipation around "Wonderwell." The ingenious #CarrieFisherActingChallenge not only engaged viewers but also fostered a collaborative atmosphere, where clips from the film became a canvas for creative expression. The ripple effect of this initiative reverberated across social media channels, elevating awareness and excitement about the film.
The triumph of "Wonderwell" mirrors the influence-driven strategy that guided "Moonlight," an indie film that clinched the coveted Oscar for Best Picture in 2017. By aligning with LGBTQ influencers across social platforms, the film effectively broke barriers and reached a broader audience within the LGBTQ community, accentuating the film's impact and visibility.
Here are some additional tips for indie filmmakers who are looking to use influencer marketing to promote their films:
Do your research: Before you reach out to any influencers, take some time to research them and their audience. Make sure that they are a good fit for your film and that their followers are likely to be interested in what you have to offer.
Be creative: When creating content for influencers, be creative and think outside the box. Don't just send them a trailer or a poster. Come up with something that is unique and engaging, and that will make them want to share it with their followers.
Be personal: When working with influencers, be personal and build relationships with them. This will help you to get the most out of the partnership.
Be patient: It takes time to build relationships with influencers and to see results from your marketing efforts. Don't expect overnight success. Be patient and persistent, and you will eventually see results.
For indie filmmakers seeking to harness the prowess of influencer marketing, a few invaluable tips hold the key to a successful endeavor. Comprehensive research into potential influencers and their audience is paramount, ensuring an organic fit with the film's narrative. Creativity remains the linchpin, as crafting distinctive and engaging content fosters intrigue among influencers' followers. Establishing personal connections with influencers is a catalyst for mutually beneficial collaborations, elevating the authenticity of the partnership. In this realm, patience and persistence are virtues, as relationships take time to develop and the fruits of these efforts unfold over time.
As the digital landscape continues to evolve, influencer marketing emerges as an avenue of immense potential for indie filmmakers, offering a compelling means to bridge the gap between artistic vision and receptive audiences. To delve deeper into the realm of influencer marketing's dynamics and potential, explore these informative resources: McKinsey's insight into "What is Influencer Marketing," Sprout Social's exploration of the impact of influencer marketing, The Social Shepherd's collection of compelling influencer marketing statistics, and Mailchimp's guide to the essence of influencer marketing.
Partnering with Local Businesses
Partnering with local businesses can be a great way to increase the visibility of your indie film and reach a wider audience. Local businesses can provide valuable resources and support
for your marketing campaign, such as hosting screenings, promoting your film in-store, and offering discounts to their customers. For example, the indie film "The Grand Budapest Hotel" partnered with local coffee shops and bakeries to promote the film. The businesses offered a special menu inspired by the film, and also displayed posters and promotional materials in-store. This helped to increase the visibility of the film and reach a wider audience.
Now take another more recent example, Rosebud Lane. Writer/Director John Lacy shooting chose to film locally before embarking on a festival journey that eventually led to Best Picture at the Golden State Film Festival at the Historic Chinese Theater in Hollywood. Dive deeper into Rosebud Lane and developing dramatic films in So Much Drama: The Art of the Dramatic Film.
A recent article from the Transylvania Times, "From Brevard to Hollywood: film shot locally wins top prize," highlights its successful implementation of marketing. The writer at Film Threat notes that the film's success is primarily due to the strong performances of Brad Abrell and Tyne Strecklein, who effectively capture the nuances of their characters. The writer also notes that the film, which explores the themes of conflict and avoidance in a family/relationship drama, is well-balanced in terms of dramatic tension and is expertly directed by John Lacy. The writer also mentions that the film's ambiguity is a strong point and that it has the potential to be classified as a Lifetime or Hallmark-level drama.
Film marketing is an ever-evolving field that requires staying up-to-date with the latest trends and strategies. Whether it's through interactive experiences, influencer marketing, social media, data-driven marketing, video content, or live events, the key to success is understanding your target audience and finding the right mix of marketing tactics to reach them. As aspiring filmmakers, it's important to stay on top of these trends and continue to explore new and innovative ways to promote your films and connect with audiences.
If these film marketing insights piqued your interests, also check out Top 13 Indie Horror Film Marketing Campaigns Too Scary To Be True. Be sure to share this article with fellow filmmakers, spread the word on social media, and use the hashtags #FilmMarketing #LatestTrends #AspiringFilmmakers. Let's continue to push the boundaries and bring our films to the world!
The Film Marketer's Dictionary: Key Terms to Know
Marketing and advertising are essential components of a successful film release. In the complex and dynamic world of film marketing, it's necessary to be well-versed in the terminology that drives successful advertising and promotion. Below, we present a comprehensive glossary of key marketing and advertising terms, complete with leading examples from the industry. These terms will equip filmmakers, producers, and marketers with the knowledge needed to navigate the intricacies of promoting their films effectively.
Here are some of the most important terms to know when it comes to film marketing:
360-Degree Marketing: A comprehensive approach employing multiple channels, such as social media, advertising, and public relations, to effectively promote a film.
Above the line (ATL): ATL marketing refers to advertising campaigns that reach a large audience through mass media channels such as television, radio, and print. Examples of ATL marketing for films include Super Bowl commercials, movie trailers, and print ads in major magazines.
Analytics: The process of gathering and analyzing data to understand your marketing's effectiveness. Tools like Google Analytics help you track website traffic, while social media insights provide data on engagement and demographics.
Audience Segmentation: Dividing a target audience into smaller groups based on demographics, interests, and behaviors to create more targeted marketing campaigns.
Awareness: The extent of audience familiarity with a film, fostered through diverse promotional means such as billboards, trailers, social media posts, and interviews.
Below the line (BTL): BTL marketing refers to more targeted advertising campaigns that reach specific audiences through channels such as direct mail, social media, and public relations. Examples of BTL marketing for films include email marketing campaigns, social media contests, and celebrity endorsements.
Blockbuster: Exemplified by colossal box office successes like "Jaws" and "Avengers: Endgame," blockbusters are standout films with unparalleled financial performance.
Box Office: The total revenue generated by ticket sales for a film. It is a key measure of the success of a film marketing campaign. Example: The film "Avengers: Endgame" had the highest box office gross of all time, with over $2.79 billion in worldwide ticket sales.
Brand Identity: Your film's unique personality and image. This encompasses everything from logos and color schemes to how your film is perceived by the public. For example, Disney's brand identity is associated with family-friendly, magical storytelling.
Branding: The process of creating a unique identity for a film that sets it apart from other films and helps it stand out in the marketplace.
Buzz: The positive word-of-mouth surrounding a film, driven by audience-generated content on social media, reviews, and personal recommendations.
Call to action (CTA): A statement that tells the audience what you want them to do, such as "Buy tickets now!" or "Watch the trailer." CTAs are an essential part of any effective marketing campaign. Example: The CTA for the Super Bowl commercial for the film "Avengers: Endgame" was "Buy tickets now!"
Campaign: A coordinated effort to promote a film to a specific target audience. Campaigns typically include a variety of marketing activities, such as ATL and BTL advertising, public relations, and social media marketing. Example: The marketing campaign for the film "Top Gun: Maverick" included a Super Bowl commercial, a print ad campaign in major magazines, and a social media campaign that used TikTok to reach a younger audience.
Conversion rate: The percentage of people who take a desired action after seeing a marketing message. For example, the conversion rate for a movie trailer might be the percentage of viewers who click on the link to buy tickets. Example: The conversion rate for the email marketing campaign for the film "The Woman King" was 20%, meaning that 20% of the people who received the email clicked on the link to buy tickets.
Content Marketing: Creating and sharing valuable, relevant content to engage your target audience. For instance, Pixar consistently releases behind-the-scenes content and teaser clips to build anticipation for their animated films.
Content Strategy: A plan for creating and distributing content that is relevant and valuable to your target audience. In the context of film marketing, a content strategy might include creating and distributing blog posts, social media posts, videos, and other types of content that promote your film. Example: The content strategy for the film "Top Gun: Maverick" included creating a behind-the-scenes blog series, posting regular updates on social media, and releasing a series of teaser trailers.
Cross-Promotion: The practice of promoting one product or service by promoting another related product or service. In the context of film marketing, cross-promotion might involve partnering with other brands to promote your film. For example, you might partner with a clothing retailer to create a line of clothing inspired by your film. Example: The film company Universal Pictures partnered with the fast food chain McDonald's to cross-promote the film "Jurassic World Dominion." McDonald's offered special Jurassic World Dominion-themed Happy Meals and other menu items.
Demographic: A group of people who share certain characteristics, such as age, gender, income, or education level. Film marketers use demographics to target their marketing messages to specific audiences. Example: The target audience for the film "Everything Everywhere All at Once" was people who are interested in science fiction, action, and comedy films.
Digital marketing: Marketing activities that are conducted online, such as social media marketing, email marketing, and search engine optimization (SEO). Digital marketing is an increasingly important part of film marketing, as more and more people are consuming content online. Example: The social media marketing campaign for the film "Spider-Man: No Way Home" used TikTok to reach a younger audience.
Distribution: The process of offering a film to audiences through various channels, ranging from traditional theatrical releases to DVD, TV, VOD, and streaming platforms.
Earned media: Publicity that is generated for a film by third parties, such as journalists and bloggers. Earned media is considered to be more credible than paid media, so it is highly valued by film marketers. Example: The film "Tár" received positive reviews from critics, which generated earned media coverage in major publications such as The New York Times and The Washington Post.
Email Marketing: Sending emails to your audience to promote your film, share news, and build relationships. For instance, sending out a newsletter with updates on your film's progress and release date.
Engagement: A measure of how people interact with your content or brand. In the context of film marketing, engagement might include metrics such as social media likes and shares, website traffic, and email open rates. Example: The film company Warner Bros. used social media engagement as a key performance indicator (KPI) for the marketing campaign for the film "The Batman." The film company tracked metrics such as the number of likes, shares, and comments on its social media posts.
Exhibitor: Cinemas and theaters, like AMC, Regal, and Cinemark, where films are screened for audiences.
Growth Hacking: Unconventional, innovative marketing tactics to grow reach and engagement rapidly. Leverages scalable strategies.
Guerrilla marketing: Guerrilla marketing is a low-cost, unconventional approach to marketing that relies on creativity and surprise to generate attention. In the context of film marketing, guerrilla marketing might involve activities such as creating street art or flash mobs to promote your film. Example: The film company Blumhouse Productions is known for its use of guerrilla marketing to promote its films. For the film "The Purge," Blumhouse created a series of fake security cameras that were installed in public places. The cameras had signs that read "The Purge is coming." This campaign generated a lot of media attention and helped to build excitement for the film.
Hashtag: A word or phrase preceded by the # symbol that is used to identify and organize content on social media. Hashtags can be used to promote your film on social media and to track engagement with your content. Example: The film company A24 used the hashtag #UncutGems to promote the film "Uncut Gems." The hashtag was used in social media posts, trailers, and other promotional materials. Fans of the film also used the hashtag to share their thoughts and reactions to the film.
Hashtag Campaign: Creating an official viral hashtag for social media that encourages users to tag and discuss the film. Drives awareness.
Hold-over: When a film continues to be shown in theaters beyond its original schedule, often due to its popularity or accolades.
Impressions: A count of how many times your content is seen. In the context of film marketing, impressions might include metrics such as the number of times your trailer is viewed on YouTube or the number of times your social media posts are seen. Example: The film company Disney used impressions as a KPI for the marketing campaign for the film "Avatar: The Way of Water." The film company tracked metrics such as the number of views of the film's trailer on YouTube and the number of times the film's social media posts were seen.
Influencer: A person who has a large following on social media and who is able to influence the opinions and decisions of their followers. In the context of film marketing, influencers can be used to promote your film to their followers. Example: The film company Paramount Pictures partnered with influencers to promote the film "Scream." The film company sent influencers to the film's premiere and encouraged them to share photos and videos of the event on social media.
Influencer Marketing: Collaborating with influencers or personalities on social media or in your niche to promote your film. For example, having a popular film critic endorse your movie can significantly impact its success.
Interactive: Building a brand through a 'conversation' with the consumer, usually online. Examples: social media posts, Q&A sessions, and contests.
Junket: A press tour where filmmakers and actors promote their film to journalists and critics.
Key Art: The primary visual image used to promote a film, such as a poster or trailer thumbnail.
Key performance indicators (KPIs): KPIs are metrics that are used to measure the success of a marketing campaign. Common KPIs for film marketing campaigns include website traffic, social media engagement, and ticket sales.
Native Advertising: Paid ads on platforms blending into the surrounding content rather than appearing overtly promotional. Used to build awareness.
Opening Weekend: The initial weekend when a film is launched in theaters, often a pivotal gauge of its potential success.
Organic Reach: The number of people who see a film's marketing materials without paid promotion, such as through social media shares or word-of-mouth.
Owned media: Media that is controlled by the film company itself, such as its website and social media channels. Owned media allows film companies to have direct communication with their target audiences. Example: The film company Warner Bros. used its website and social media channels to promote the film "The Batman."
Paid media: Advertising that is paid for by the film company. Common forms of paid media for films include television commercials, radio ads, and print ads. Example: The film company Universal Pictures used television commercials, radio ads, and print ads to promote the film "Jurassic World Dominion."
Publicity: The process of generating media coverage and buzz for a film through press releases, interviews, and other media outreach.
Public relations (PR): The process of building and maintaining a positive public image for a film. PR activities can include generating positive media coverage, hosting events, and building relationships with influencers. Example: The PR team for the film "Elvis" worked with journalists to generate positive media coverage for the film and its star, Tom Hanks.
PPC (Pay-Per-Click): An advertising model where you pay a fee each time your ad is clicked. Google Ads and Facebook Ads are popular platforms for PPC advertising in the film industry.
Release Date: The specific date when a film is made accessible to audiences, whether through theatrical release, DVD distribution, or streaming services.
Remarketing: Targeting ads to users who previously visited the film's website to remind them and convert sales.
Search engine optimization (SEO): The process of optimizing a website and its content so that it ranks higher in search engine results pages (SERPs). SEO is important for film marketing because it helps to ensure that potential viewers can easily find information about the film when they search for it online. Example: The website for the film "Top Gun: Maverick" was optimized for SEO so that it ranked higher in SERPs for keywords such as "Top Gun: Maverick" and "Tom Cruise."
Social Media Engagement: The interaction and involvement of your audience on social media platforms. Platforms like Facebook, Twitter, and Instagram are essential for building hype and fostering a community around your film.
Social Media Marketing: Using social media platforms to promote a film and engage with audiences.
Target Audience: The specific group of people you intend to reach with your film. For instance, if you're marketing an independent horror film, your target audience might be fans of the horror genre, aged 18-34.
Teaser: A succinct trailer that tantalizes without revealing much about the film, primarily used to spark curiosity well in advance of the movie's release.
Tie-ins: Collaborative promotional efforts in which other companies join forces with film studios to jointly market their products, as seen in campaigns like Happy Meals or car commercials.
Trailer: A curated selection of a film's most compelling elements, skillfully assembled to generate audience interest. Varieties include theatrical trailers, teaser trailers, and TV spots. For a deeper dive into trailers check out How To Make An Effective Film Trailer: An In-Depth Guide.
Viral Marketing: Creating content that quickly spreads across social media, reaching a massive audience. A classic example is the "Blair Witch Project" marketing campaign, which used the internet to create intrigue and excitement.
In the ever-evolving world of film marketing, this comprehensive glossary is your indispensable companion. With insights into vital advertising and marketing terms, coupled with real-world examples from the film industry, it equips you to navigate the intricate landscape of promoting your films with confidence. From AIDA to virality, from CTA to SEO, this glossary demystifies the language of success, empowering filmmakers and marketers to drive their projects to new heights through strategic promotion and audience engagement. Mastering these terms is a crucial step toward achieving your cinematic ambitions in the competitive world of independent film.
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Excellent Film Resources
If you're interested in learning more about the film industry and improving your filmmaking skills, there are many excellent resources available online. Some of our favorites include the American Film Institute, the Sundance Institute, and the International Documentary Association. Additionally, many film schools and universities offer degree programs in film
American Film Institute (AFI) - https://www.afi.com/
Academy of Motion Picture Arts and Sciences (AMPAS) - https://www.oscars.org/
British Academy of Film and Television Arts (BAFTA) - https://www.bafta.org/
Film Independent - https://www.filmindependent.org/
International Documentary Association (IDA) - https://www.documentary.org/
National Film Registry - https://www.loc.gov/programs/national-film-preservation-board/film-registry/
Savant Artists - https://savantartists.com/breaking-in
The Sundance Institute - https://www.sundance.org/