ABSTRACT
This chapter discusses the resulting division of the film industry into two distinct halves. The first half is comprised of films produced by independent filmmakers for less than $2.5 million and the second group is comprised of those films typically produced by established studios for $25 million or more. We termed this separation of the film industry's business model as the "barbell strategy." The chapter provides the step-by-step tools necessary to launch marketing in the most effective and efficient way possible while avoiding the majority of mistakes made by other independent filmmakers. It establishes the audience's standards and expectations with regard to the quality of the film's marketing and promotion by the major studios. The chapter explores the specific marketing materials, activities and channels that people must master to develop the strongest branding and promotional campaign for films and career. Reflecting the integrated nature of the marketing plan, our marketing and promotional efforts will leverage several common marketing materials.
