The Marketing Edge for Film and Television New Frontiers in Audience Engagement and Distribution

Part I: Winning the Attention Economy

1. Modern Entertainment Marketing
2. Attention is the New Currency
3. Social Media is the Primary Marketing Battlefield
4. A Guide to the Creator/Influencer Economy
5. Building an Audience Movement
6. Modern Publicity
7. The New Rules of Creative Advertising

Part II: The Marketing and Distribution Playbook

1. From Campaign to Culture - The Architecture of the Ecosystem
2. Marketing is Math
3. Packaging, Casting and Marketing with Top Talent
4. Distribution, Windows and Box Office
5. The New Role of Film Festivals
6. Thinking Globally from Day One

Part III: The Future is Now

1. Hybrid & Alternative Distribution Paths
2. Creating and Marketing Outside of The Machine
3. Generative AI and The New Age of Hollywood

Part IV: Bringing it all Together

1. Building a Marketing Plan

Biography

Katherine MacDonald is an Entertainment executive based in Milwaukee, WI. She was previously Director of Market Research at Lionsgate and Director, Head of Research at MGM. She was also Senior Vice President of Marketing and Development at Paramount Pictures and Co-Producer on an animated movie for Netflix Animation. Katherine is currently the Head of Development for Baobab Studios. She has worked on a variety of both large and more targeted films such as The Transformers franchise, the Saw horror franchise, World War Z, the Star Trek franchise, Wolf of Wall Street, the SpongeBob franchise and The Big Short.

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

Few businesses have been roiled as much as entertainment. An ecosystem that was once simply divided into film and television has been turned on its head by streaming and new platforms such as YouTube and TikTok. Classic formats such as the sitcom and feature film now jostle for attention beside long-forms, web series and verticals. This second edition to the book titled "The Marketing Edge for Film and Television," covers all of this. Russell and Katherine have provided their readers the ultimate “how to” book, as they’ll discover in these pages.

Stephen Galloway, Dean, Dodge College of Film and Media Arts, Chapman University