One of the most common mistakes I see in film production companies is assuming that film distributors will handle all the marketing for their films. I often hear statements like:
“We’ve met with distributors for our film, but most don’t offer much help with marketing.”
The reality is that distributors don’t have the time or resources to build an audience from scratch. While they would love to, their focus is on getting films out into the market and managing multiple projects at once. I know this firsthand because I spent years working in film distribution. We do our best with the time we have, but there are always multiple films in the pipeline, and marketing each one extensively just isn’t feasible.
This is why you must think about marketing early in your film journey. If you wait until after your film is finished, you’re already behind. The most successful film campaigns start in preproduction and continue through to the film’s release and beyond.
What I Would Do If You Were My Client From Preproduction
To ensure your film’s success, here’s what I recommend doing from the very beginning:
1. Develop a Marketing Plan
You need to define how you will promote your film long before you begin production. A well-structured marketing plan ensures that you’re building your audience steadily over time rather than scrambling at the last minute. This includes:
- Identifying your target audience
- Planning social media content
- Creating promotional materials early on
- Engaging with potential viewers and industry professionals
2. Create a Distribution Plan
Many filmmakers wait until their film is completed to approach distributors. However, you can start building relationships with potential distributors early in the process. Some might even offer a minimum guarantee (MG)—a financial commitment that can help fund your film. By strategizing early, you can secure the best distribution opportunities.
3. Allocate a P&A Budget
Your film’s production budget is essential, but your marketing and distribution budget is just as crucial. P&A (Prints & Advertising) costs cover things like trailers, posters, promotional events, and advertising campaigns. Without a proper P&A budget, even the best films can go unnoticed.
4. Implement a Marketing and Distribution Plan
Before moving forward, ensure that all the necessary marketing materials and business tools are in place. This includes:
- A professional film website to provide information and updates
- A pitch deck to present to potential investors and distributors
- A film business plan to keep your financial and marketing strategy aligned
Without these, it’s difficult to secure funding, partnerships, and an engaged audience.
5. Execute the Plan and Make Things Happen
With everything set, now comes the execution phase—actively promoting your film, securing partnerships, and distributing content. This includes:
- Consistently posting on social media
- Engaging with your audience and film community
- Finding the right partners, collaborators, and distributors
- Attending film festivals, networking events, and industry panels
This phase is crucial to gaining visibility and ensuring your film doesn’t just exist but thrives in the marketplace.
Get Marketing and Distribution Support with Lights, Camera, and Market
Filmmaking is an art, but it’s also a business. And if you don’t take care of the business side, your film might never reach the audience it deserves. That’s where Lights, Camera, and Market comes in.
This service is designed for filmmakers who want expert help executing funding, marketing, and distribution strategies while focusing on what they love—creating films. From crafting marketing plans and managing distribution to securing partnerships and executing social media campaigns, I take care of the business side, so you don’t have to.
Learn more about Lights, Camera, and Market and let’s bring your film to the big screen with the visibility and success it deserves.