Here's how you can market and promote films creatively in the digital age.

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In the rapidly evolving digital landscape, marketing and promoting films requires a blend of creativity and strategic thinking. With audiences consuming content across diverse platforms, filmmakers must adapt to new promotional techniques to captivate and engage potential viewers. From leveraging social media to creating immersive experiences, the digital age offers a plethora of opportunities to showcase cinematic creations in unique ways that resonate with audiences worldwide.

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1 Social Savvy

Social media platforms are invaluable tools for film promotion. To effectively utilize these channels, create a consistent posting schedule with content that varies from behind-the-scenes glimpses to interactive polls. Engage with your audience by responding to comments and messages, fostering a community around your film. Tailor your content to each platform, utilizing the strengths of each to maximize reach and engagement. For example, short teaser clips might perform well on platforms that favor video content, while visually stunning posters could be more suitable for image-centric social sites.

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David Friedman

Head of Partnerships at Familyfirst
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It’s all about engagement at the end of the day. Social media is meant for people to engage and chat about what’s happening in the world. The best films 30 years ago spread via word of mouth. Seinfeld famously tacked on several million viewers during the midpoint of one of their episodes due to people calling their friends. Engagement will always be the winning factor when it comes to social media.

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2 Teaser Tactics

Crafting an intriguing teaser can significantly boost anticipation for your film. A well-executed teaser should give just enough to pique interest without revealing key plot points. Consider releasing snippets of the score or cryptic images that hint at the film's theme. The goal is to create a buzz that makes your audience eager to learn more. Share these teasers across your digital channels and encourage your followers to share them, which can help to organically grow your film's visibility.

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David Friedman

Head of Partnerships at Familyfirst
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The problem with teasers is they often give too much away. I firmly believe Hollywood has become complacent in this category and it’s led to a decrease in creative advertising. There’s hundreds of ways to advertise a film, giving away the best action sequences, one liners, hottest moments and best jokes doesn’t do the film any favors in my opinion. Either shoot for promo, something that’s rarely utilized, or find more creative ways to introduce the stars of the movie and what it’s about.

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3 Influencer Impact

Influencers can be powerful allies in film promotion. Identify influencers whose followers align with your target audience and collaborate with them to create content around your film. Whether it's a review, a contest, or an exclusive interview, influencers can introduce your film to a broader audience in an authentic way. Remember to choose influencers who resonate with your film's values and message to ensure a natural fit that will be compelling to their followers.

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4 Event Excitement

Host online events such as Q&A sessions with the cast and crew, virtual premieres, or interactive watch parties. These events can create a sense of occasion and community among viewers. Use live-streaming features on social media platforms to reach a wide audience and make the experience accessible. Encourage participation by allowing viewers to submit questions or comments in real-time, making the event a two-way conversation that adds value to the viewer's experience.

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5 Content Creation

User-generated content campaigns can effectively engage audiences and create organic promotion. Encourage fans to create their own art, stories, or videos inspired by your film. This not only involves your audience in the promotional process but also results in a diverse array of content that can be shared across digital platforms. Recognize and reward the most creative or popular contributions to maintain enthusiasm and encourage ongoing participation.

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6 Partnership Power

Form strategic partnerships with brands or other media that share a thematic or demographic connection with your film. These partnerships can lead to co-branded content, cross-promotions, or bundled offerings that benefit all parties involved. Ensure that any partnership feels authentic and adds value to your audience's experience. This approach can help extend the reach of your film's marketing efforts and tap into new audience segments.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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David Friedman

Head of Partnerships at Familyfirst
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The greatest film advertising ever done was Paranormal Activity, with Blair Witch’s “this is real” close behind. These are two films that made incredible hype campaigns and earned enormously against tiny budgets. Paranormal Activity relied on people “demanding the film” to their local theater by using the festival excitement it generated. It’s critical with how much media is currently being slung, to standout from the competition by harnessing the feedback from audiences. I’d advocate for more advanced screenings and then interviewing regular movie goers and getting their thoughts. When everyone is an influencer, the average person stands out.

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Here's how you can market and promote films creatively in the digital age.

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1 Social Savvy

2 Teaser Tactics

3 Influencer Impact

4 Event Excitement

5 Content Creation

6 Partnership Power

7 Here’s what else to consider

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