Reasons Not to Wait Until the Last Minute to Start Marketing for Your Film Screening
You’ve made your movie. Now what? — Well, the word in Tinseltown is that marketing shouldn’t start at post-production. Studios announce movie lineups at comic cons when the script is only an outline. Teaser trailers drop months before principal photography wraps. A well-executed and highly invested marketing campaign can be the difference between Fast Color and X-men: Dark Phoenix. Despite a movie’s criticism, a strong marketing strategy is a ticket (pun intended) to filling theater seats.
As it should go without saying — marketing takes time. If you are screening a film, a couple of flyers and one Facebook invitation the same week as the event will only guarantee that your screening falls short.
We anticipate movies months to even years ahead of release. It can be annoying to have to wait for the movie to hit the silver screen, but audiences will have time to pre-order tickets and call off work on that day if needed. (Shhh. Your manager doesn’t have to know).
Extending time to market for a movie is just as crucial for major blockbusters as it is for indie films. There have been countless big-budget films that don’t earn a return on its sales. Some smaller projects are labeled underrated because of the lack of backing by a studios’ marketing department.
It is important to note that the top reason for giving your film or a movie you’re screening enough time for promotion is to generate revenue. Profits from screenings go beyond deposits into the bank accounts of the producers, filmmakers, distributors, and contributors, but also budgets for future marketing. But what are some other benefits for allowing enough time for film promotion?
Good Publicity Piques Audience Curiosity
Take the example mentioned above: Fast Color vs. X-Men: Dark Phoenix. Both films released in 2019. Both films feature strong female lead characters. Both films are science-fiction/superhero type storylines. What’s the main difference, you ask? One was the result of a significant marketing budget cut.
Fast Color stars a cast of Black multi-generational female leads (something we don’t see in the Sci-Fi movie genre). Despite receiving some impressive reviews, many people didn’t know about it.
Promotion for Dark Phoenix including that riveting trailer that popped up everywhere generated buzz. Dark Phoenix earned less than $90 million behind the lowest-grossing X-Men movie, according to Forbes. However, its alleged budget was $200 million, and the film had better success overseas. Even for a “bomb,” that’s not too bad compared to how the marketing company dropped the ball on Fast Color’s release.
The movie failed to meet audiences’ standards, which in turn resulted in the low generated revenue. Dark Phoenix, however, was able to regain most of its profit due to enough “curious” moviegoers purchasing tickets.
With that said, implementing a successful marketing campaign is usually the lore that appeals to audiences. How many times have we watched movies just because the trailers looked good? How many of those movies were good? By the time we realized they weren’t, we already bought our tickets, and it was too late.
Prospective Audiences Spread the Word
This reason may seem a bit obvious, but you’d be surprised how many novice distributors underestimate the power of word of mouth.
These days, people don’t want to dig too deep to find the inside scoop on their interests. Brands know this to be accurate by sponsoring content creators to promote their products and services to their following. Most people don’t even know where to look to find something until a friend, relative, colleague, or their favorite celebrity starts talking about it. If someone whose opinion you trust shares a movie’s plot with you and how much they enjoyed watching it or want to watch it, you’re more inclined to see it for yourself.
Sharing details about your movie screening on social media gives users enough time to share with their followers. If a potential consumer sees an ad for a screening on Facebook a day or two before the event, they may disregard it.
Profitable Relationships Forged
Speaking of word of mouth, several creatives (including indie makers) have earned the attention of public figures and big named companies with the help of a simple post to Twitter or YouTube.
Aside from audiences, a highly marketed film appeals to potential investors, distributors, fellow filmmakers, and industry professionals as well.
Seat fillers aren’t your only target audience. It also includes professional relationships that can take your film to new and unimaginable heights.
As stated in the introduction, from idea conception to the film’s debut, it is never too early to start promoting your film. Here are some ideas for every stage: launch fundraising campaigns, update audiences on the status of the film via social media, post on-set photos, distribute promotional print material to local businesses, keep audiences posted on film festival submission updates, and distribute well-organized press kits.
The time to start marketing your film was yesterday.
