Effective marketing of films requires that someone within your group function as the Communications Director. At the start, you likely have that responsibility. But it will become apparent that the job calls for a great deal of time, overseeing many different functions, and making them all run in harmony.
The primary responsibility is promoting your film. This will involve overseeing generating publicity for the film, while managing Social Media and Web Presence, including adapting your website for mobile phone usage.
Managing a paid advertising program is also an essential function of marketing many films.
Overseeing Social Media involves keeping posts updated, frequent, and relevant. Posts should always somehow engage and expand your audience. Your film should have its own website, which can include your most recent press releases and coverage, and can also be linked to a dedicated blog to provide more detailed information to your audience.
Promoting films to potential distributors, co-production partners, sponsors, and other industry professionals usually requires at minimum the preparation of a promo one-sheet. Writing, design, photo manipulation, and production skills will all contribute to creating an effective sheet that will perform as expected: generate inquiries from people who want to work with you.
Internal communications are also important. Keeping your cast and crew up to date on your film's progress is a necessary element to your communications mix.
Many filmmakers have developed their own brand: Kevin Smith, Quentin Tarantino, Tim Burton, and many others have developed their own recognizable brands. Strengthening your brand is also a constant consideration of your marketing communications.
So the role of a Communications Director involves assisting you in the development of clear and obtainable objectives. Then the creation and management of strategic, focused communications on your behalf that combine the benefits of all of the various forms of communications available to us, so that overall, our marketing efforts achieve our objectives and provide you with maximum returns.
Think of me as your Communications Director for hire. I've done all of the things I've described for clients, and I am available to you.
Consider my Five Minute Offer: Let's set up a time to speak by phone or Skype for five minutes. I'll ask you a few simple questions. Then within a day or two I'll be back to you with specific information on what I can do for you, then you can decide whether or not you want to proceed with me.