In today’s film industry, one of the most crucial decisions for a film’s success is resource allocation, especially when it comes to marketing. It is essential to recognize that the production budget should not be the sole focus of investment. In fact, a significant portion of the budget should be allocated to marketing strategies. In an oversaturated content market, making an excellent film is not enough; it is crucial to ensure that it reaches the right audience and creates the necessary impact to stand out among the many options available.
Marketing not only serves to promote the film once it’s finished, but it should begin long before the project is ready for release. Good marketing should be present from the early stages of production, generating anticipation, creating relevant content, and building a community of followers. Investing in marketing not only ensures that the film reaches a wider audience but also allows for the creation of a narrative that hooks viewers even before they see the film. Well-executed campaigns can generate effective word-of-mouth, create trends, and maximize visibility, which leads to greater interest, ticket sales, and, ultimately, a higher return on investment.
A clear example of the importance of this approach is seen in major film franchises, where a significant portion of the budget is dedicated to creating global campaigns, generating media impact that makes audiences feel attracted and motivated to go to the cinema. Without solid marketing, even the best stories can go unnoticed. In fact, the most successful films at the box office are not necessarily the most original, but rather those that have been marketed most effectively.
Therefore, allocating a significant portion of the budget to marketing is not an additional expense but a strategic investment in the project’s future. In the end, marketing not only promotes the film but also builds the brand of the filmmaker and the project, which can have a lasting impact on the careers of everyone involved.
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Great points, Juanma Mallen! Promoting a project long before it's ready for release is crucial for indie projects and studio projects. I even like to post paragraphs, pages, and half pages from my scripts on social media before I'm done with them to promote my projects. And if indie filmmakers don't have a lot to spend on marketing, they can get creative with the marketing, like setting up a mystery on social media for fans to solve for a Mystery movie or setting up a dating trivia game for a Rom-Com about dating.
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Well said Juanma Mallen. It all comes down to audience demographics and where the marketing needs to meet them. It's not a matter of listing a film and waiting for the lineup of viewers. Marketing has to give the viewers a reason to see it. Thanks for this reminder.