1. Starting up to a year before the release of a major studio movie, distributors run movie trailers that are meticulously edited and audience-tested.

2. The idea is to give moviegoers a taste of the laughs, special effects and plot twists of the studio’s upcoming releases, while leaving them wanting more.

3. As the release date of the film draws closer, movie marketers try to get early favorable press coverage in newspapers, magazines and on entertainment TV shows.

4. The idea is to bombard the public with so many images and promos for the movie that it becomes a “can’t miss” event.

5. Promoters can place rich, interactive ads on the Web sites most trafficked by their target audience.

6. People love being compelled by someone’s journey.

7. Not only that, they are more likely to share it via social network or word of mouth to their friends.

8. A lot of short film websites don’t keep up with updates and don’t give out “behind the scenes”.

9. It keeps the audience in the know with what’s going on with your film, and your fan base is suddenly growing and traceable.

10. Do you want to decrease press interest and the size of your audience? Then include, but fail to utilize, your social links, let your blog or Facebook page lie dormant.

11. Don’t take your followers for granted. If you do venture into the realm of social media marketing, understand that your relationship with your followers goes both ways.

12. Still, a film set is a closed workplace, and a production office is the hub for private communication.

13. Obviously, audience will sign up for updates because they are so bewildered and intrigued.

14. Whether it is an amateur or professional movie blogger, or even something off radar like a fashion blogger writing about your movie, that increases your film’s visibility.

15. At the end of the day, after you have done all of these things, you will find that the audience you have been exposed to is greater than you could ever have imagined.

Exercise 48. Fill in the gaps with the words from the text, translate the expressions into

Russian and then use some of them in your own story.

1. to … disapproval

2. a head … teaser

3. a jaw … trailer

4. the … junket

5. the … blitz

6. the publicity …

7. attention …

8. to think outside …

9. … engine

10. to … billboards

11. to … email addresses

12. product …

13. to … the feedback

Exercise 49. a) Develop the following statements.

                b) Do you agree with these statements? Why (not)?

                c) Give as many arguments as you can to prove the ideas.

1. The theatrical trailer is often the first chance to promote a movie to its target audience.

2. Typical movie Web sites allow visitors to view multiple versions of the trailer, watch behind-the-scenes interviews and mini-documentaries, read plot synopses, download cell-phone ringtones and desktop wallpaper, play games, chat in forums and even pre-order tickets.

3. The Internet is proving to be a prime spot for the publicity blitzes.

4. To start promoting your film, there needs to be a “home base”.

5. People love being compelled by someone’s journey.

6. A great way of interacting with your network is by holding contests.

7. Say positive or stay silent.

8. Cast and crew should be respectful of their colleagues by not leaking private information and production news on their personal social feeds. Casually leaked info can complicate deal closings, create negative impressions, or simply cause you to lose control of the narrative of your film.

                                                       SPEAKING

  Exercise 50. Create your own promotional strategy for your latest short film.

a) Make a plan of your marketing campaign.

b) Check the list of points your movie website should have.

c) Design your process journal.

d)  Think of materials for social networking.

E) Create a head-scratching teaser and a jaw-dropping trailer. Act the trailer out.

F) Get materials ready for holding a contest.

G) Browse the web and especially Withoutabox.com to select film festivals for your film submission.