An illustration of a film projector. Good film promotion makes as many people see what it's projecting as possible.

What’s the best film promotion strategy?

Film promotion is a lucrative business. Big movie studios pay billions of dollars a year just to get people to pay $15 to see their movie. It’s confusing, it’s random, and it’s spread across a wide variety of platforms.

This can overwhelm both marketers and their desired audience. But when done right, it could help a movie become a box office hit. That’s the reason film promotion has reached all these platforms in the first place. Each customer gets wowed in different ways. And when one platform works, it really works. Who hasn’t been persuaded into seeing a movie by a particularly clever billboard or trailer?

The Difficulties of Movie Marketing

Be warned; this is not a science. You can run a by-the-books ad campaign filled with compelling ads and big stars who are engaging on all the big late night shows. The movie might still wind up being a flop. Hey, that’s why they call it Show Business and not Show Science. That’s how the saying goes, right?

This post isn’t intended to break any spirits out there. If anything, it’s meant to show any down-on-their-luck movie marketers out there that it’s okay. Failure happens in this business all the time.

Atypical Tips for Film Promotion

2+2 does not always equal 4 in this industry. Because of this, new ideas shouldn’t be shunned. Customers crave experience more than anything nowadays. And sometimes, they want more from a movie than just experiencing the movie itself.

That’s when you can expand the movie to other online entertainment platforms. Make a fun video game app if the movie’s action-packed enough. Or maybe go above and beyond with social media marketing. Give one of the lead characters a Twitter page that conveys their tone. The Twitter page helps because unlike a trailer, it shows people what to expect from the movie without giving any information away.

Like with any type of marketing, saturation has to be accounted for. So, the cross-platforms need to feel organic. Getting engaged with your target audience benefits the movie, though. They like feeling as though they’re part of a product’s success now. Giving a movie an identity that goes beyond the screen gives yours a leg up on the competition.