6 Publicity
It is not enough to conquer; one must learn to seduce.
Voltaire
Publicity is the most cost-effective but is among the least predictable disciplines in film marketing. The task of film publicists is rather simple: make every one of their films seem exciting and interesting, even the films that are not.
The traditional publicity campaign relies on media outlets to cover a film with stories, gossip column items, reviews, or posted content. The objective is to create a buzz in the marketplace that mushrooms. “You must penetrate the population culture,” said Jeffrey Godsick, executive vice president of marketing at Twentieth Century Fox. “You must hear from the inner friend base, the outer friend base, the DJ, from the news.”
Film ...
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