Add marketing to the list of things you need to know

Just when you start thinking “I’m really getting a handle on this movie-making thing” there’s another whole field of study and skill to learn.

I’m working on a marketing plan for my (still unnamed) feature film. It’s really hard, despite the fact that I’ve been working in ‘marketing’ as a day job for the past ten years or so. Or so I thought.

I realized, while reading Seth Godin’s new (and fantastic) book This is Marketing, that I haven’t really been marketing. I’ve just been working on tactics. SEO, paid search, advertising, analytics.

In the past couple weeks I’ve been thinking about the story of the film, how to talk about it in a way that resonates with people, that creates tension and makes them want to see it. And about the stories that my target audiences tell themselves, how they view the world, what they care about, why they choose to watch one movie or another, and why they tell their friends to watch a movie (or not).

The irony is that I think about that all the time when writing screenplays, how to create suspense and tension and create the feeling of “what happens next?”. It’s weird how bad we are at applying what we know in one domain to another.

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