How to Deal with 'Bad Press' for Your Film

I remember one of the films I worked on that touched on a political topic. The release date was moved several times, and as a result, the press began to speculate, fueling rumors that quickly spread.

“The government forbade the film.”
“The production and distribution company were threatened by dangerous individuals.”
“The film director received death threats.”

The truth? The film wasn’t ready. The director and producer couldn’t agree on even the simplest aspects of the project. It was a frustrating situation for the entire team, but that didn’t stop the media from creating their own version of events. Finally, the film was released, but the media frenzy leading up to it had already shaped a narrative far from reality.

When Bad Press Takes Over

As a filmmaker, you pour your heart and soul into your project. You handle logistics, coordinate with teams, and ensure that every detail aligns with your creative vision. But there’s one thing you can’t control—what the media decides to publish about your film.

Sometimes, your film will attract controversy, whether intentional or not. Political themes, social critiques, or even delays in production can give rise to speculation. The media thrives on sensationalism, and rumors—whether true or completely fabricated—can spread like wildfire.

So, what do you do when your film becomes the center of misleading narratives?

You let them!

The Reality of Media Coverage

The truth is, you can’t control what they publish. Of course, you can issue statements, clarify details, and engage in damage control, but ultimately, the media will run with whatever sells. And as the old saying goes: There is no such thing as bad press.

In some cases, negative press can actually work in your favor. Controversy can spark interest, bring more eyes to your project, and generate curiosity that leads to more viewership. Some of the biggest films in history gained massive traction precisely because they were surrounded by controversy.

How to Stay in Control

While you can’t dictate what the press writes, you can control your marketing and distribution strategy. Instead of reacting to rumors, focus on proactive promotion:

Have a Strong Marketing Plan – A clear, well-structured marketing campaign ensures that your film’s story is told the way you want it to be told.
Engage with Your Audience – Use social media, interviews, and press releases to communicate your message directly to your viewers.
Stay Consistent with Your Messaging – Don’t let external narratives dictate how your film is perceived. Reinforce your vision through consistent branding and promotional efforts.

If this is something you know you need but you have your hands full with your films and project you need:

Lights, Camera, and Market

Navigating the business and marketing side of filmmaking can be overwhelming, especially when dealing with press speculation and audience perception. Lights, Camera, and Market takes this burden off your shoulders, allowing you to focus on your creative process while an expert manages your film’s business strategy. From building a marketing plan to handling press relations, this service ensures that your film is positioned for success, regardless of external narratives.

What do you think? Have you ever experienced unexpected media attention for a film? Let’s discuss this in the comments!