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Film promotion is the practice of promotion specifically in the film industry, and usually occurs in coordination with the process of film distribution. Sometimes this is called the press junket or film junket. Film promotion generally includes press releases, advertising campaigns, merchandising, franchising, media, and interviews with the key people involved in making the film, such as the film's actors and directors. [1] This process is an important part of any release because of the inherent high financial risk; film studios will invest in expensive marketing campaigns to maximize revenue early in the release cycle. Marketing budgets tend to equal about half the production budget. Publicity is generally handled by the distributor and exhibitors.
Trailers are a mainstay of film promotion because they are delivered directly to movie-goers. These trailers are presented to the public at the theatre or on the television at home. Generally, they tell the story of the movie in a highly condensed fashion, compressing maximum appeal into two and a half minutes.
Film actors, directors, and producers appear for television, cable, radio, print, and online media interviews, which can be conducted in person or remotely. During film production, these can take place on set. After the film's premiere, key personnel make appearances in major market cities or participate remotely via satellite videoconference or telephone. The purpose of interviews is to encourage journalists to publish stories about their "exclusive interviews" with the film's stars, thereby creating "marketing buzz" around the film and stimulating audience interest in watching the film.
When it comes to feature films picked up by a major film studio for international distribution, promotional tours are notoriously grueling. Key cast and crew are often contracted to travel to several major cities around the world to promote the film and sit for dozens of interviews. In every interview, they are supposed to stay "on message" by energetically expressing their enthusiasm for the film in a way that appears candid, fun, and fresh. They are expected to disclose just enough behind-the-scenes information about the filmmaking process or the filmmakers' artistic vision to make each journalist feel like he or she got a nice scoop, while at the same time tactfully avoiding disclosure of anything embarrassing, humiliating, or truly negative that may be detrimental to the film's box office gross and profit or influence a critic's review as well as the public's opinion.
There are seven distinct types of research conducted by film distributors in connection with domestic theatrical releases, according to "Marketing to Moviegoers: Second Edition." [8] Such audience research can cost $1 million per film, especially when scores of TV advertisements are tested and re-tested. The bulk of research is done by major studios for the roughly 170 major releases they mount each year that are supported by tens of millions of advertising buys for each film. Independent film distributors, which typically spend less than $10 million in media buys per film, don’t have the budget or breadth of advertising materials to analyze, so they spend little or nothing on pre-release audience research.
When audience research is conducted for domestic theatrical release, it involves these areas:
Marketing can play a big role in whether or not a film gets the green light. Audience research is a strong factor in determining the ability of a film to sell in theaters, which is ultimately how films make their money. As part of a movie's marketing strategy, audience research comes into account as producers create promotional materials. These promotional materials consistently change and evolve as a direct consequence of audience research up until the film opens in theaters. [10]
IBIS made a study with information using 97% of America's economy regarding the market size of movie and Video production. They calculated that the United States market size, measured by revenue of the Movie & Video Production industry, is $18.2bn in 2022.
Direct-to-video or straight-to-video refers to the release of a film, television series, short or special to the public immediately on home video formats rather than an initial theatrical release or television premiere. This distribution strategy was prevalent before streaming platforms came to dominate the TV and movie distribution markets.
A teaser trailer is a short trailer and a form of teaser campaign advertising that focuses on film and television programming. It is a videography pre-release film or television show advertisement. Short in length, teaser trailers contain little material from the advertised content to be released.
An independent film, independent movie, indie film, or indie movie is a feature film or short film that is produced outside the major film studio system in addition to being produced and distributed by independent entertainment companies. Independent films are sometimes distinguishable by their content and style and how the filmmakers' artistic vision is realized. Sometimes, independent films are made with considerably lower budgets than major studio films.
A trailer is a commercial advertisement, originally for a feature film that is going to be exhibited in the future at a movie theater or cinema. It is a product of creative and technical work.
Filmmaking or film production is the process by which a motion picture is produced. Filmmaking involves a number of complex and discrete stages, beginning with an initial story, idea, or commission. Production then continues through screenwriting, casting, pre-production, shooting, sound recording, post-production, and screening the finished product before an audience, which may result in a film release and exhibition. The process is nonlinear, as the director typically shoots the script out of sequence, repeats shots as needed, and puts them together through editing later. Filmmaking occurs in a variety of economic, social, and political contexts around the world, and uses a variety of technologies and cinematic techniques to make theatrical films, episodic films for television and streaming platforms, music videos, and promotional and educational films.
Billing is a performing arts term used in referring to the order and other aspects of how credits are presented for plays, films, television, or other creative works. Information given in billing usually consists of the companies, actors, directors, producers, and other crew members.
The double feature is a motion picture industry phenomenon in which theatres would exhibit two films for the price of one, supplanting an earlier format in which the presentation of one feature film would be followed by various short subject reels.
Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.
A production company, production house, production studio, or a production team is a studio that creates works in the fields of performing arts, new media art, film, television, radio, comics, interactive arts, video games, websites, music, and video. These groups consist of technical staff and members to produce the media, and are often incorporated as a commercial publisher.
A film distributor is responsible for the marketing of a film. The distribution company may be the same with, or different from, the production company. Distribution deals are an important part of financing a film.
Film budgeting refers to the process by which a line producer, unit production manager, or production accountant prepares a budget for a film production. This document, which could be over 130 pages long, is used to secure financing for and lead to pre-production and production of the film. Multiple drafts of the budget may be required to whittle down costs. A budget is typically divided into four sections: above the line, below the line, post-production, and other. The budget excludes film promotion and marketing, which is the responsibility of the film distributor. Film financing can be acquired from a private investor, sponsor, product placement, film studio, entertainment company, and/or out-of-pocket funds.
Film distribution, also called film exhibition or film distribution and exhibition, is the process of making a movie available for viewing to an audience. This is normally the task of a professional film distributor, who would determine the marketing and release strategy for the film, the media by which a film is to be exhibited or made available for viewing and other matters. The film may be exhibited directly to the public either through a movie theater or television, or personal home viewing. For commercial projects, film distribution is usually accompanied by film promotion.
Limited theatrical release is a film distribution strategy of releasing a new film in a few theaters across a country, typically art house theaters in major metropolitan markets. Since 1994, a limited theatrical release in the United States and Canada has been defined by Nielsen EDI as a film released in fewer than 600 theaters.
A film screening is the displaying of a motion picture or film, generally referring to a special showing as part of a film's production and release cycle. To show the film to best advantage, special screenings may take place in plush, low seat-count theaters with very high quality projection and sound equipment, and can be accompanied by food and drink and spoken remarks by producers, writers, or actors. Special screenings typically occur outside normal theatrical showing hours. The different types of screenings are presented here in their order within a film's development.
Cisneros Media (CMD), also known as Venevision International, is an American-based entertainment company that broadcasts Spanish-language television worldwide.
Prophet Joseph is an Iranian television series produced, written, and directed by Farajollah Salahshoor. It is based on the Islamic account of Joseph from Quran and Islamic traditions.
The Oscar season is the time period in which Hollywood studios release or promote the films they consider most likely to be critically acclaimed, hoping to win at the Academy Awards.
Generation P is an independent Russian film, written and directed by Victor Ginzburg and based on Victor Pelevin’s 1999 novel of the same name. It received universal acclaim from critics.
Deadpool is a 2016 American superhero film based on the Marvel Comics character of the same name, distributed by 20th Century Fox. It is the eighth installment of the X-Men film series. The film was directed by Tim Miller from a screenplay by Rhett Reese and Paul Wernick, and stars Ryan Reynolds in the title role alongside Morena Baccarin, Ed Skrein, T. J. Miller, Gina Carano, Leslie Uggams, Brianna Hildebrand, and Stefan Kapičić. In Deadpool, Wade Wilson hunts the man who gave him mutant abilities, but also a scarred physical appearance, as the wisecracking, fourth wall-breaking antihero Deadpool.
Serenity is a 2019 American mystery thriller film written, produced and directed by Steven Knight. The film stars Matthew McConaughey, Anne Hathaway, Diane Lane, Jason Clarke, Djimon Hounsou, and Jeremy Strong, and follows a fishing boat captain who is approached by his ex-wife to murder her abusive new husband. First announced in January 2017, principal photography on the film began on Mauritius that July.