Film Festival PR
Well, I know it's that time of year when many filmmakers await the exciting news — the invitation to participate in film festivals. For many, this is their world premiere or national premiere. It's a big deal.
Get your own publicist to represent your film in the festival
"Congratulations. Accepted into a festival, it's time to rev the PR machine up."
While each festival has a PR team, it is impossible for them to equally represent hundreds of films. They are a resource, but you shouldn't rely on them as your PR plan. It is very wise to hire your own publicist. This way, you ensure someone is personally battling for media attention for you — as most of the other films are doing this, whether you realize it or not.
Having a world premiere or national premiere at a film festival is news. It is a reason to engage a publicist.
Use the waiting time to your advantage
If you have submitted to festivals and it's now the waiting time — this is a great time to reach out to publicists and see if they might be interested in working with you.
You can't do a PR campaign first to help build buzz to get your film into the festival. The festival has to be confirmed first. Save the trailer and assets for your festival PR campaign. When contacting a PR with an intro email, I always appreciate as much information as possible and a trailer. And ideally, I need to be able to watch the full master version of the film.
When to start PR?
As soon as you get confirmation that you have been selected — share this with your publicist. The promotion begins. You will do a PR campaign again when you get official distribution, too.
"As soon as the festival announces its lineup, the pitching for your film can begin. Basically as soon as it is public knowledge."
Pitching usually starts one month from your screening date. It is important to allow lead time for media to read pitches, reply, organize logistics for interviews and reviews, and write the article. Reviews are embargoed until the day after screening. Interviews can be published the week leading into your screening to build buzz for ticket sales.