The Marketing Edge for Filmmakers: Developing a Marketing Mindset from Concept to Release
Developing a Marketing Mindset from Concept to Release
American Film Market Presents Series

Written for working and aspiring filmmakers, directors, producers and screenwriters, The Marketing Edge for Filmmakers walks through every stage of the marketing process - from concept to post-production - and illustrates how creative decisions at each stage will impact the marketability of a film.

In this book, marketing experts Schwartz and MacDonald welcome you behind the curtain into the inner workings of Marketing department at both the studios and independents. They also track films of different budgets (studio, genre, independent and documentary) through the marketing process, examining how each discipline will approach your film. Featuring interviews with both marketers and filmmakers throughout, an extensive glossary and end-of-chapter exercises, The Marketing Edge for Filmmakers offers a unique introduction to film marketing and a practical guide for understanding the impact of marketing on your film.

Prologue: In a Research Screening, No One Can Hear You Scream

Part One: What You Will Contribute to Marketing

Chapter 1: Marketing Defined

Chapter 2: So you have a movie idea…

Chapter 3: The Screenplay Stage

Chapter 4: Packaging and Casting

Chapter 5: Financing and Green Light

Chapter 6: Pre-Production

Chapter 7: Production

Part Two: Welcome to the Marketing Department

Chapter 8: Welcome to the Marketing Department

Chapter 9: Market Research

Chapter 10: Creative Advertising: Part 1: Print

Chapter 10: Creative Advertising: Part 2: Audio Visual

Chapter 11: Publicity

Chapter 12: Social Media and Digital Marketing

Chapter 13: Media Planning and Promotions

Chapter 14: Consumer Products and Licensing

Chapter 15: Distribution, Exhibition and Windows

Part Three: Know Your Marketing Specialties

Chapter 17: Marketing for Alternative Distribution

Chapter 18: Awards and Festival Marketing

Chapter 19: Marketing for Animated Movies

Chapter 20: A Marketing Tale with Pivot

Chapter 21: Marketing Trends for the Future

Glossary

Russell Schwartz is Associate Professor at the Dodge College of Film and Media in Chapman University where he is the lead marketing professor in the Creative Producing Program. He is also Co-Principal of Pandemic Marketing which provides strategic consulting to the motion picture industry. Recently he was President of Worldwide Marketing for Relativity Media and was formally President of Marketing at New Line Cinema, where he created and managed the marketing campaigns for over 70 films, including the Lord of the Rings trilogy, Wedding Crashers, Elf, Hairspray and The Notebook.

Kate MacDonald is a studio marketing executive based in Los Angeles. She is the Vice President of Marketing and Production at Paramount Pictures. During her career, Kate has worked on a variety of both large and more targeted films such as Wedding Crashers, the Saw horror franchise, World War Z, the Star Trek franchise, Wolf of Wall Street and The Big Short.