Film marketing and distribution: A guide for filmmakers
- asenlamangafilm
- Apr 25
- 3 min read
Filmmakers, let's review these concepts 👇🏼
As I've said many times, As en la Manga (Film Marketing and Advertising Agency) was born from observing the lack of education in the field of film marketing. Added to this is the lack of agencies truly specialized in film advertising. Selling deodorant isn't the same as selling a film. They don't have the same advertising needs, yet they often use the same approach.
So if you're in the middle of a production or thinking about how to market your film, this will interest you...
🎬 ¿What is film distribution?
Distribution is the work of placing a feature film, series, or short film on streaming platforms, in movie theaters, festivals, or at special screenings.
A distribution agency typically has contact with movie theater chains, is responsible for coordinating screening dates, and manages the shipment of materials such as DCPs (special files with the film in professional quality) and prints (posters and advertising elements in theaters, which are defined by the marketing agency).
There are also film sales agents, who work with their contacts to facilitate the acquisition of the film or series by foreign platforms or distributors.
📣 And what is film marketing?
Film marketing is a branch of knowledge related to understanding how to make a film profitable. And, in general terms, we would say that a marketer knows how to make a business profitable and increasingly attractive to consumers.
Marketers (like the As en la Manga team) will develop a strategy to ensure the project is sustainable, gains visibility, and reaches its audience.
🍿 The 5Ps applied to film marketing
The 5 Ps are the basic elements of marketing. Think of them as key ingredients for a successful recipe: if one is missing or not well thought out, the strategy won't be effective.
In the case of film marketing, these are the 5 key elements to keep in mind:
Product: the film.
Price: This is a topic for another post, because in film we would talk about price in different contexts... it's a broad topic.
Place: This would be distribution. Where is the film shown? Here, distributors, sales agents, or the option of independent distribution.
Promotion: This is synonymous with "advertising" and "publicity". How do people find out about the film? How do you generate a real, compelling desire to see it? That's where Ace in the Hole comes in.
Packaging: The trailer, poster, synopsis, tagline... everything that communicates the tone and universe of your film at first glance....
The marketer is in charge of combining all these elements in dialogue with producers and distributors, so that the numbers are right and expectations are realistic.
🔄 What comes first: advertising or distribution?
I can tell you this from experience: I've often been asked if As en la Manga is a film distribution agency. I'd tell them no, that we're dedicated to film advertising and marketing. They'd say, "Well, I'll look for distribution and I'll talk to you about advertising later."
But it's much more beneficial to start advertising as soon as possible and negotiate with the distributor with an already eager audience and clear communication. This gives distributors security: your project isn't a blind leap; it's a film that's already building an audience.
Plus, you'll be able to negotiate higher percentages since another agency is handling the advertising. Distributors often include marketing and advertising in their contracts, but they don't give promotion the attention it deserves. They do the same thing for everyone: they send out a couple of posters to be posted around the city, trailer ads (which aren't even adapted to the social media screen format), and just because of those few actions they take an additional 30% to 60% of the profits generated by distribution. Being able to negotiate separate advertising with a specialized agency such as As en la Manga can generate much greater economic profit for those who produced the film..
💡 What we do (and not)
At As en la Manga, we develop marketing strategies and creative advertising for movies. We offer consulting services and group programs, as well as marketing and advertising agency services for feature films and short films. We work virtually throughout Latin America.
👉🏼 We are not a distributor. We do not submit films to festivals, nor do we negotiate with theaters or platforms. But we do advise you on ideas for independent or self-managed distribution.
Let's talk about your film over a video call! If you have a mid- to high-budget film, we can work on its marketing and publicity. Schedule a meeting using the button below!
If your film has a low budget, this is a great opportunity to learn about film distribution and marketing, and maximize your opportunities and experiences. Check out our store to see if anything helps you 😉
Written by Victoria Viñals for As en la Manga.
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