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The movie industry is changing, with technology making it easier than ever for small and independent movie makers to get a slice of a very lucrative (and ever-larger) pie. But to have a fighting chance in a competitive marketplace, says Mass Media Distribution, indie movie makers need an effective press release campaign.
Let’s face it: we are in love with the movies. Whether we’re flocking to the multiplex for the latest summer blockbuster; spending an evening at the indie art cinema squinting at subtitles with our high-minded friends; sprawled on the sofa at home watching a classic-movie marathon; or downloading the newest release to our laptop or iPad, movies are very much a part of our lives. This seems to be truer than ever as the still-shaky economy prevents many people from more pricey forms of entertainment. Dinner and a movie are still affordable for most folks, whether the venue is their living room with delivery pizza or the new midtown entertainment complex with $5 pretzels and $10 popcorn.
Naturally, this is good news for movie makers. Even though according to some sources the mainstream movie industry has seen a slight decline in profits in recent months, it’s not because people suddenly fell out of love with movies. Instead experts point to factors such as declining DVD sales, rampant digital piracy, and, according to some, a paucity of good movies and an over-dependence by the major movie studios on blockbusters and sequels. While movie industry experts are sorting through these issues, the changing economic milieu is providing better opportunities for small independent movie producers who don’t have huge budgets for production or promotion. After all, technology is leveling the playing field in the areas of production and distribution, and there are powerful movie promotional tools that are within almost any budget. Perhaps the best promotional device is the press release, says Mass Media Distribution (www.massmediadistribution.com), one of the planet’s premier press release writing and distribution services.
Many experts claim that a press release is critical to the success of a new business or the continued success of an existing one. This may be especially valid in the movie industry. The major studios have always been aware of the power of the press and have found creative ways to exploit that power. However, indie movie makers should know that the press isn’t just for the big players. New and small movie makers and production companies absolutely can and should use the press too, advises Mass Media Distribution. In fact it is essential for movie makers who want to create a name for themselves to get the attention of professional movie reviewers and arts and entertainment journalists, and a press release is one of the most cost-effective and credible ways to do this.
Many analysts say that the era of the giant movie studios is waning. Granted, these studios still have the big budgets, and despite any decline in profits they’re not going away any time soon. As noted above, however, even as it doesn’t necessarily take a big budget to make a quality movie, it really doesn’t take a major cash reserve to attract the attention of movie reviewers and moviegoers. A well-planned press release campaign can accomplish a lot, says Mass Media Distribution. Again, the key is to get the attention of movie journalists and feature writers. If they handle it right, small movie creators have as good a chance of capturing the press’s attention as do the big names, and in some cases, an even better chance. (After all, isn’t it the indies whose movies and short features tend to get the prestigious awards at movie festivals around the world?)
Naturally, it is essential to have a quality movie, but getting the word out about that movie is just as vital for success. The good news is that while movie making companies need publicity, journalists always need good stories. In particular, movie reviewers like to be the first to uncover an amazing new talent or breakthrough movie, and reviewers, like most journalists, rely on press releases for many of their stories. However, merely sending a reviewer a movie press release is no guarantee that the release will be even be read, much less used. A poorly written or untargeted release will most likely be treated like an unsolicited script in a Hollywood producer’s office – disposed of with all due haste. That’s why a service such as Mass Media Distribution can be a blessing for the movie maker who knows all about writing strong characters but is baffled about how to write a strong press release.
A movie press release has to be factual, but it must also be interesting. As is the case with other arts and entertainment topics, movie press releases allow marginally more creative license than is the case with, for example, financial or legal press releases. Even so, a movie press release must be professional, and excessive hype will not make the cut. Although movie reviewers are always on the lookout for the latest new talent, they’ve also seen and heard all the hype. They are not likely to be impressed with a press release stating that the new film is the best movie of the decade, or even of the year. That said, the movie press release must be compelling, says Mass Media Distribution; it must pique the interest of movie journalists and clearly state the reasons why people in the target audience will enjoy this movie.
A single movie press release is rarely adequate for proper publicity. Apart from the fact that repeated exposure is necessary to keep any company in the public eye, making a movie is a process, and movie makers should actually send a press release at each stage of this process: pre-production, production, and post-production. Casting calls, casting announcements, location news, and information about the movie’s release date are all worthy of a press release. That’s why successful movie makers typically opt for a full press release campaign, says Mass Media Distribution.
Keep in mind that a press release can be more than a simple progress report on a movie. In fact, movie companies should never overlook a chance to turn a flattering spotlight on their activities. Movies often lend themselves to cross-promotion with other companies, and although an indie movie maker might not have the clout to do a tie-in with a major fast-food chain or retail store, there are still many other possibilities. A movie company’s involvement in or sponsorship of a contest or a charitable event can also be newsworthy, and could very well interest other journalists besides movie reviewers – journalists who are either looking for an angle for a feature story or just a filler. If a movie is shot on location, local media will almost certainly find numerous good story angles – that is, if they’re properly alerted with a press release. And a suitably compelling press release just might inspire an editor to either print it verbatim or build a larger story around it. Naturally this is wonderful free publicity for the movie and the movie company.
Apart from good writing, distribution is the other essential element in a successful movie press release. Even the best-written movie press release will be ineffective if it isn’t distributed to journalists who are actually interested in its content. Mass Media Distribution uses a “4-Way Distribution Process” that not only reaches individual journalists by email, but also contacts newsrooms by wire services, and employs online posting – including to Google News – and RSS syndication to popular news sites. The company sends proof of distribution to each client, as well as links to help the client track hits to the movie press release online.
Targeted distribution is part of the success formula of Mass Media Distribution, which maintains a media list of more than 500 categories, as well as over 800,000 media contacts – a number that is growing steadily. This enables MMD to target individual journalists who are looking for movie press releases. In addition, each press release is sent individually rather than grouped with others, ensuring that every movie press release receives the most advantageous exposure possible.
Though the ways movies are produced, distributed, and watched are changing, two things remain constant: People still love a quality movie, and good press coverage is still vital to movie makers’ success. A press release campaign belongs in the promotional toolbox of anyone involved in the movie industry. It is, after all, one of the best levelers of the playing field in an increasingly competitive business. |