FDA - Launching films and advertising

In oder to better understand how to market and distribute our film and attract our audiences, I went on the FDA website and watched videos about launching films and advertising. Example:

Sara Frain talking about advertising, press and word of mouth

Marketing plan
The marketing objective is to create visibility, raise awareness and engage interest, cutting through the blizzard of competing messages.


Word of mouth
Social recommendation is key - a personal recommendation from a friend, colleague or relative can be the most powerful trigger for a cinema visit. Pre-requisite for favourable 'word of mouth' are high levels of awareness and strong interest. Negative word of mouth is extremely difficult to overcome. Post-release, hopefully, a combination of good word of mouth and further advertising will combine to give the film 'legs'.


Online and mobile
The internet helps distributors to start building awareness of a new film at a very early stage. Even before principal photography begins, they may release news snippets or teaser images online, seeding interest among fans. During shooting, they may gradually accelerate the dripfeed with video diaries and blogs posted from the set, aiming to engage the core audience more fully.