Many filmmakers believe that marketing begins when they hand over the finished film, but the truth is that every creative decision from concept to release will impact a movie’s marketability. Written for working and aspiring filmmakers, directors, producers and screenwriters, The Marketing Edge for Filmmakers walks through every stage of the production process—from idea to post-production—and illustrates how creative decisions at each stage will impact the marketability of a film, and how these two areas efficiently work together.
In the second part of the book, marketing experts Schwartz and MacDonald track four films of different budgets (studio, independent, and documentary) through the marketing process, from 12 months prior to release through opening week and beyond. Featuring interviews with both marketers and filmmakers throughout, The Marketing Edge for Filmmakers offers a unique introduction to film marketing, and a practical guide for understanding the impact of marketing on your film.
Russell Schwartz is Associate Professor at the Dodge College of Film and Media in Chapman University, where he is the lead marketing professor in the Creative Producing Program. He is also Co-Principal of Pandemic Marketing which provides strategic consulting to the motion picture industry.
Recently he was President of Worldwide Marketing for Relativity Media and was formally President of Marketing at New Line Cinema, where he created and managed the marketing campaigns for over 70 films, including the Lord of the Rings trilogy, Wedding Crashers, Elf, Hairspray and The Notebook.
Kate MacDonald is a studio marketing executive based in Los Angeles. She is the Vice President of Marketing and Production at Paramount Pictures. During her career, Kate has worked on a variety of both large and more targeted films such as Wedding Crashers, the Saw horror franchise, World War Z, the Star Trek franchise, Wolf of Wall Street and The Big Short.
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