Marketing

Definition:

Marketing is the process by which the target audiences (markets) are identified and attracted to the film by means of publicity.

Role:

The distributor and the producer of the film will work hard to establish who will be the best audience for the film through test screenings (screenings where the film is shown to selected film-goers, who are then polled for their reactions), historical experience (stars of the film/ similar story) and specialist knowledge. Once a market is established and agreed upon, the media and publicity campaigns will be focused to first attract that market. For example a teen appeal film (Clueless, Romeo andJuliet etc.) will be sold via teen fashion and music magazines, music shows, food outlets, etc. with teen appeal. Marketing ensures that publicity dollars are targeted for maximum impact upon the identified audience sector.

Release

Definition:

The release of a film is the moment it is shown to the general public.

Role:

The release of the film can refer simply to its release into the cinemas, but it usually refers to all publicity and marketing activity that accompany the cinema release.