Marketing Edge for Filmmakers: Developing a Marketing Mindset from Concept to Release

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.

• Prologue: In a Research Screening, No One Can Hear You ScreamPart One: What You Will Contribute to MarketingChapter 1: Marketing DefinedChapter 2: So you have a movie idea… Chapter 3: The Screenplay StageChapter 4: Packaging and CastingChapter 5: Financing and Green Light Chapter 6: Pre-ProductionChapter 7: ProductionPart Two: Welcome to the Marketing DepartmentChapter 8: Welcome to the Marketing DepartmentChapter 9: Market ResearchChapter 10: Creative Advertising: Part 1: PrintChapter 10: Creative Advertising: Part 2: Audio VisualChapter 11: PublicityChapter 12: Social Media and Digital MarketingChapter 13: Media Planning and PromotionsChapter 14: Consumer Products and LicensingChapter 15: Distribution, Exhibition and WindowsPart Three: Know Your Marketing SpecialtiesChapter 17: Marketing for Alternative DistributionChapter 18: Awards and Festival MarketingChapter 19: Marketing for Animated MoviesChapter 20: A Marketing Tale with PivotChapter 21: Marketing Trends for the FutureGlossary