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The Filmmaker's Book of the Dead by Danny Draven

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CHAPTER 18SELF-PROMOTION & MARKETING

“Searchers after horror haunt strange, far places.”

—H. P. LOVECRAFT

There is an old philosophical riddle: if a tree falls in a forest with no one to hear it, then does it make a sound? It’s a perplexing question. It seems obvious that of course it makes a sound, but what is sound other than energy stimulating your eardrums and your brain interpreting it as sound? Sound is only sound if there is someone there to hear it, and if no one is there to see, hear, touch, or smell the tree, then how could its existence occur?

I have always thought of self-promotion and marketing this way. It has forced me to roll up my sleeves and make a sound that someone will hear. You must make a sound in the forest of the film ...

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