Film Marketing.

The marketing campaign is the most expensive part.

• Posters/adverts in newspapers/TV/trailers
• New technologies - internet/websites
• Viral - quirky/odd
• Synergies - gets other companies/products involved
• Above the line/ Below the line

Independent distributors in particular don't have press departments and will hire a press agency to run a pre-release campaign.

Distributors will consider the use of advance public screenings to create word-of-mouth and an advance buzz about a film.