CONTENTS:CONTRIBUTORS INTRODUCTION 1 STARTING OUTADOPT A MARKETING MINDSETCHOOSING THE RIGHT PARTNERSTHE LONG GAME2 THE STATE OF THE MARKETTHE BIRTH OF DIGITALTHE RISE OF DVD - DIGITAL VERSATILE DISCTHE MARKET OF TODAYCURRENT HOME ENTERTAINMENT DATA3 PRODUCING WITH THE MARKET IN MINDTHE DRAFTINTELLECTUAL PROPERTY AND OTHER ADVANTAGES,REAL LIFE - TRUE STORIESIN-BUILT AUDIENCESCROWDFUNDINGUNDERSTANDING DISTRIBUTORS NEEDSKNOW THY AUDIENCERUNNING TIMEMAKING TOUGH CHOICESWRITING TO THE MARKET,GENRE4 INCORPORATING MARKETING THINKINGPITCHINGWRITING, SYNOPSESPRESENTATION AND DESIGN TIPSBUILDING AN ASSET LIBRARYSTILLS PHOTOGRAPHYASSET CHECKLISTPUBLICITY AND SOCIAL MEDIABRAND AND MARKETING ASSETSLOVE SARAH, A CASE IN POINTPUTTING YOUR ASSETS INTO PRACTICE5 WINNING THE TITLETHE SEARCH FOR ORIGINALITYTIME FOR A CHANGECULTURAL DIFFERENCESCONFIDENCE IS KEY6 CASTING DOUBTWHO'S IN IT?BANKABILITYLACK OF AVAILABILITYTHE SURPRISING ADVANTAGES OF LOWER BUDGETSIT'S ALL IN THE TIMINGTHE DO IT YOURSELF APPROACHHOW MUCH IS TOO MUCH?COMING UP, SHORTSCONNECTIONS AND REPUTATIONSNAVIGATING EXPECTATIONS AND REALITIESCHALLENGES IN THE CASTING PROCESSCHALLENGES FOR EMERGING TALENTINDUSTRY-WIDE BARRIERSA FRUSTRATING LANDSCAPEMIND THE AGE GAPINTERNATIONAL MARKETSTHE VALUE OF CAMEOSWHEN CASTE DOESN'T STACK UPAN ENSEMBLE APPROACHOVER FAMILIARITYCASTING CONCLUSIONSANYONE BUT YOU, A CASE IN POINT,A QUICK REALITY CHECKUNRELIABLE FANSMOVIE STARS7 FILM MARKETINGOPINIONS ARE LIKEIF YOU CAN'T BEAT THEM TEST ITTHE FILM MARKETING MIX PRODUCT OR PACKAGINGGASSED UP, A CASE IN POINT.IT ALL COMES BACK TO THE SCRIPTPROMOTIONTARGETING AND POSITIONING - TARGET AUDIENCEDEMOGRAPHICSOTHER FACTORSPOSITIONINGLOG LINESTAG LINESCOLLABORATING WITH FILMMAKERS,CREATIVE COLLABORATION8 PUBLICITYTHE VALUE OF PR AND EARNED MEDIATHE RISE OF INFLUENCER MARKETING IN FILM PUBLICITYOVERVIEWCRAFTING A PR STRATEGY FOR YOUR FILMTIMING PUBLICITY TO PROTECT YOUR FILM'S REPUTATIONPUBLICITY VERSUS ADVERTISINGKEY COMPONENTS OF AN EFFECTIVE PUBLICITY CAMPAIGNTARGETED MEDIA OUTREACHEVALUATING THE RESULTSUNIT PUBLICITYUTILISING CASTCRITICS AND REVIEWSFESTIVAL PUBLICITYAWARDS, PUBLICITYPRESS RELEASESPRODUCTION NOTESOTHER ESSENTIAL ELEMENTSMEDIA TRAININGMEDIA OUTLETSBROADCAST MEDIAONLINE RESOURCESINDUSTRY AND TRADE PUBLICATIONSSOCIAL MEDIA AND ONLINE COMMUNITIESCONCLUSION9 PAID MEDIAFROM LEGACY TO DIGITALOUT OF HOMEFINDING YOUR AUDIENCESOCIAL MEDIAPUTTING IT ALL TOGETHERBUDGETING FOR THEATRICAL SPEND - THE HOLDOVER EFFECTA STAB IN THE DARKSHOWS BUSINESSSOCIAL MEDIA ADVERTISINGTHE EVOLUTION OF SOCIAL ADVERTISINGTHE METEORIC RISE OF FACEBOOK, METAX, FORMERLY TWITTERTIKTOK, THE SOCIAL POWERHOUSEINSTAGRAM, THE VISUAL STORYTELLERSNAPCHAT, THE INNOVATORHOW THESE PLATFORMS SHAPE MARKETINGYOUTUBETHREADS, INSTAGRAM'S TEXT BASED COMPANIIONBLUESKY, THE BLUE FRONTIERA CONVERSATION WITH SPINNAKER' S REBECCA COLE10 TRADE MARKETINGLET'S GET DOWN TO BUSINESS 2 BUSINESSPOSTERS, STANDEES AND OTHER PARAPHERNALIAOTHER B 2 B INITIATIVES TRADE MARKETING TIPS FROM PICTUREHOUSE CINEMAS' SAM CLEMENTS11 BRAND PARTNERSHIPSTHE ROLE OF BRAND PARTNERSHIPS IN INDEPENDENT FILM MARKETINGEXAMPLES OF PARTNERSHIPSA CONVERSATION WITH LIME' S CO FOUNDER, ALEX WARD12 GRASSROOTS PROMOTIONSGRASSROOTS ORGANISATIONS AND INITIATIVESESCAPESINTO FILMKEY ELEMENTS OF GRASSROOTS PROMOTIONFLYERING AND LOCAL OUTREACHFAN GENERATED CONTENTOTHER GRASSROOTS STRATEGIESBENEFITS OF GRASSROOTS PROMOTION13 UNLOCKING KEY ARTGIVE THEM ENOUGH TROPESPOSTER ESSENTIALSESSENTIAL ASSETSDON' T SWEAT THE SMALL STUFFSUPPLIED ASSETS AND LOCALISATIONFIXING PROBLEMSDESIGN COUNTSACTION POINTS SUMMARYKNOWING WHO' S BOSSHOW MANY POSTERS IS TOO MANY?OBJECTIVITY VERSUS SUBJECTIV.