Overview

Written for working and aspiring filmmakers, directors, producers and screenwriters, The Marketing Edge for Filmmakers walks through every stage of the marketing process--from concept to post-production--and illustrates how creative decisions at each stage will impact the marketability of a film. In this book, marketing experts Schwartz and MacDonald welcome you behind the curtain into the inner workings of Marketing department at both the studios and independents. They also track films of different budgets (studio, genre, independent, and documentary) through the marketing process, examining how each discipline will approach your film. Featuring interviews with both marketers and filmmakers throughout, an extensive glossary and end-of-chapter exercises, The Marketing Edge for Filmmakers offers a unique introduction to film marketing and a practical guide for understanding the impact of marketing on your film.

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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 coprincipal 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 seventy films, including the Lord of the Rings trilogy, Wedding Crashers, Elf, Hairspray, and The Notebook. Born in Redditch, England, to a solicitor and an ex-military man, one of Katherine Macdonald's earliest memories was of watching her parents disappear behind the pages of a book and wanting to follow them. For her, books were little pocket dimensions that could be carried about, and the safest way to have a very real adventure. Rather than rebel during her teenage years, she spent most of them locked up in her room, furiously writing down the hundreds of stories filling her head. Her little sister Kirsty served as her primary audience, and first fan. Without her, Macdonald would never have continued to write. After completing a BA in English and creative writing at Lancaster University, she moved to Exeter to train as an English teacher, and then to Kent to start her career. It was only after surviving a year of parenthood and a full-time job on less than six hours a night that she finally gained the courage to publish The Rose and the Thorn, a retelling of Beauty and the Beast inspired by a dream of a girl surrounded by snow in a field of flowers. At her heart, Macdonald is storyteller, and it is her dream to inspire others in the way that she has been inspired. She currently lives in Devon with her manic toddler, in a cabin in the woods. Daniel Henning is a director, producer, actor, and writer. His work has been seen on HBO, CBS, NBC, ABC, FOX, MTV, Comedy Central, and on stages throughout Southern California. He won a 2017 Telly Award for ""Best Writer"" for the film version of his play The Tragedy of JFK (as Told by Wm. Shakespeare). As director and writer, his TV and film work includes MTV's Rob Dyrdek's Fantasy Factory and the film Critic's Choice. He won the NAACP Theatre Award for ""Best Director of a Musical"" for The Wild Party. He is the Founding Artistic Director of Hollywood's The Blank Theatre, winning over 200 awards for his productions, including ""Best Production,"" from LA Drama Critic Circle, LA Weekly, Ovations, NAACP, etc. Henning has been inspirational to thousands of young artists through his creation of The Blank's Young Playwrights Festival (the only professional nationwide competition for playwrights aged nine to nineteen). He directed the first play by 2016 Tony Award Winner for ""Best Play"" Stephen Karam when Stephen was seventeen and a winner in The Blank's Young Playwrights Festival. Henning has also been an acting teacher and coach and is known for his ability to spot young talent. He has given opportunities to many young actors who later went on to success in Hollywood including Tessa Thompson, Noah Wyle, Alison Brie, Molly Shannon, Academy Award winner Octavia Spencer, and Sarah Michelle Gellar. He coached Sarah Michelle Gellar on her auditions for the landmark TV series Buffy the Vampire Slayer, and they shared a close personal friendship, even traveling to Australia together with family for New Year's Eve 2000, where the paparazzi photographed Henning and Gellar dancing. For several months, Henning was rumored to be dating Gellar in the Australian fan magazines (including Big Hit Magazine), which, of course, was inaccurate as Henning was traveling with his husband, Rick Baumgartner. He is a graduate of NYU's Tisch School of the Arts, Circle in the Square Theatre School, and American Conservatory Theatre. His work for LGBTQ Equality includes creating the fiftieth Anniversary Celebration of the Black Cat Protests (the first major LGBTQ Demonstration in the US) and directing and hosting the 2017 LA City Council LGBTQ Pride Ceremony. He was recently honored by the CA State Legislature for his work in LGBTQ Equality and nurturing the future of the Arts. He has also narrated dozens of audiobooks, both nonfiction and fiction. Daniel Henning is a director, producer, actor, and writer. His work has been seen on HBO, CBS, NBC, ABC, FOX, MTV, Comedy Central, and on stages throughout Southern California. He won a 2017 Telly Award for ""Best Writer"" for the film version of his play The Tragedy of JFK (as Told by Wm. Shakespeare). As director and writer, his TV and film work includes MTV's Rob Dyrdek's Fantasy Factory and the film Critic's Choice. He won the NAACP Theatre Award for ""Best Director of a Musical"" for The Wild Party. He is the Founding Artistic Director of Hollywood's The Blank Theatre, winning over 200 awards for his productions, including ""Best Production,"" from LA Drama Critic Circle, LA Weekly, Ovations, NAACP, etc. Henning has been inspirational to thousands of young artists through his creation of The Blank's Young Playwrights Festival (the only professional nationwide competition for playwrights aged nine to nineteen). He directed the first play by 2016 Tony Award Winner for ""Best Play"" Stephen Karam when Stephen was seventeen and a winner in The Blank's Young Playwrights Festival. Henning has also been an acting teacher and coach and is known for his ability to spot young talent. He has given opportunities to many young actors who later went on to success in Hollywood including Tessa Thompson, Noah Wyle, Alison Brie, Molly Shannon, Academy Award winner Octavia Spencer, and Sarah Michelle Gellar. He coached Sarah Michelle Gellar on her auditions for the landmark TV series Buffy the Vampire Slayer, and they shared a close personal friendship, even traveling to Australia together with family for New Year's Eve 2000, where the paparazzi photographed Henning and Gellar dancing. For several months, Henning was rumored to be dating Gellar in the Australian fan magazines (including Big Hit Magazine), which, of course, was inaccurate as Henning was traveling with his husband, Rick Baumgartner. He is a graduate of NYU's Tisch School of the Arts, Circle in the Square Theatre School, and American Conservatory Theatre. His work for LGBTQ Equality includes creating the fiftieth Anniversary Celebration of the Black Cat Protests (the first major LGBTQ Demonstration in the US) and directing and hosting the 2017 LA City Council LGBTQ Pride Ceremony. He was recently honored by the CA State Legislature for his work in LGBTQ Equality and nurturing the future of the Arts. He has also narrated dozens of audiobooks, both nonfiction and fiction. Rachel Perry narrates audiobooks from her home studio in Los Angeles, California. She is a prolific narrator of romance, but also enjoys working in the mystery, self-development, religion, parenting, and young adult genres. With a background in fine arts, she has studied art and acting in Toronto, New York, Los Angeles, and Second City improv in Chicago. She has been a TV host, performed comedy, acted in TV shows and commercials, and worked in radio. Rachel Perry narrates audiobooks from her home studio in Los Angeles, California. She is a prolific narrator of romance, but also enjoys working in the mystery, self-development, religion, parenting, and young adult genres. With a background in fine arts, she has studied art and acting in Toronto, New York, Los Angeles, and Second City improv in Chicago. She has been a TV host, performed comedy, acted in TV shows and commercials, and worked in radio.

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