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Marketing to Moviegoers by Robert Marich

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12 Prints and Advertising Funds

 

A horse, a horse, my kingdom for a horse!

William Shakespeare, Richard III

Hollywood knows how King Richard felt while he was stranded on foot in the thick of battle and with victory within his grasp, but lacking a trusty steed. The movie business has its own version of this plight of not being able to go a short way to achieve a glorious finish. Because filmmaking is capital intensive, the money spigot can run dry when it’s time to pay for marketing expenses. An independent producer who lined up enough financing for production or even has finished a film can’t gallop into the theatrical market because of a lack of funds.

The independent film sector buzzes about the availability of prints and advertising ...

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