You’ve made your movie. The next step is to get an audience. It used to be that a film was produced, shown to marketing pros, and then it was their job to figure out how to get those all-essential butts in the theatre seats. Now marketing experts are often brought into the process before a film is green-lit, and the green-light decision is influenced by whether or not they think there is a large enough audience to be found. And if you’re trying to get a movie that’s already been made out to the public, both marketing and distribution executives are heavily involved in the decision as to whether a company should acquire a film that is screened at a festival or film market.