Chapter  |  five

I Said Look at Me! How to Make People Want to See Your Movie, Part II, or Probably the Most Important Chapter in the Book (after the One about Thomas Jefferson and Pirates)

When you’ve spent weeks, or even months, choosing a captivating title, crafting elegant puns for your tagline, and lovingly Photoshopping photographs for your engaging key art, it can be tempting to take a little break.

“Wha?” you might say. “But that means the movie is done, Lloyd! Why would I stop now?”

Good question, guys. But the fact is, many of the people who want to make a movie—even the ones who really, really care—essentially just want to make a movie. They want to know that they “did it,” and when they’re at a party, someone can introduce them as ...

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