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

This newly updated book walks readers through every stage of the modern entertainment marketing process for film, television, streaming and web content.

This newly updated book walks readers through every stage of the modern entertainment marketing process for film, television, streaming and web content. In the text, marketing experts Schwartz and MacDonald unravel the inner workings of marketing departments at major studios, streamers and independents. Different budget levels, genres and formats are examined with guidelines to develop a marketing plan for each. This new edition tracks the rise of many prominent developments, such as the emergence of the creator and influencer economy, the digital takeover of media, the rise of generative AI, shifting exhibition and distribution models, and much more. It also features new research, analytics and interviews with both marketers and industry experts throughout. This timely update makes this a perfect resource for students interested in entertainment marketing, as well as working marketers, professional and aspiring filmmakers, directors, producers, screenwriters and content creators, any anyone who wants to acquire the marketing edge for their projects.