Social Media, Film Promotion and You

The Blair Witch Project

One of the greatest examples of film promotion (and perhaps the greatest) in history is The Blair Witch Project (1999).

The Blair Witch Project spent an estimated $20,000 to shoot. After the rights to the film were bought out for $1 million, the creators decided to use their website as the focus of their marketing campaign, slowly adding to it with now-famous found footage clips, newspaper clippings and photos in the run up to its release. In total, the Blair Witch Project reeled in over $248 million, packed out screens and created uncertainty, was this real or not?

Now that was a long time ago and social media has evolved, you’re not just plugging a website for a film anymore, you’re plugging a Facebook, a Twitter, an Instagram and any other platform that’s in vogue.

Marketing a film the same way as Blair Witch would be fairly hard to replicate and in most cases today, with the sheer abundance of imitation marketing campaigns out there, would go down like a lead balloon. There are however a few core ideals that still hold true.

Perhaps the most important thing to remember is that originality is key. Work from a unique angle and put all of your efforts into the channels that are engaging. Evoke strong emotions from people and you’re more likely to engage them, keeping them interested in the future marketing and eventually, the film itself.

74% of people in the age group of 18 – 65 are on some form of social media, giving marketers (or more importantly, you!) a huge spectrum of avenues that could potentially be promoted through.

Social media marketing is a juggernaut that refuses to slow down and it’s effects can be seen everywhere, from the biggest companies in the world all the way down to the relatively unknown blogger going viral from their bedroom. In short, it’s something you need to be considering.

So where does this leave you? What about when it comes to promoting your project on social media?

Social media is a crowded place and to get heard, it’s important to understand what links effective film marketing and the social posts that get the big numbers.

In both cases, you’re looking at exciting content, strong visuals and a lasting impact. Don’t forget about the emotional connection with your audience. If you can get them to stop scrolling through their timeline on the commute home and watch a 30 second teaser or read your latest announcement post, you’ve already won half the battle. The other half is just getting them to come back later.

Consider the channels that you’re posting on. Vary the content between each so your die hard fans don’t see the same thing on each platform. Once you’ve got a nice collection of marketing built up, rotate it throughout your available platforms and check the data. If you have behind-the-scenes shots that are performing on Instagram, post more frequently and optimise your strategy from there.

Also look at the time you’re posting, there’s reams of data out there explaining the optimal times for posting on each platform but generally consider this, more views/clicks will probably occur in the morning, when people are checking their social media feeds on the commute. Looking for shares and comments? You want the evening crowd that have the time to put in a response.
When it comes to your content, you’re going to want to keep it balanced and engaging at all times. Photos and videos generally do 40x better on social media according to experts, so the more visually inclined promotional material you have the better.

Free Fire

I don’t have any ties to this film it’s just a seriously beautiful poster.

Furthermore, while self-promotion is obviously the aim of the game, try not to be 100% ‘all about me’. Share interesting content where possible, maybe look at sharing the process of your project or some insider knowledge and watch your engagement rise.

Involve your audience. Ask questions and start conversations with your followers, particularly on topics related more to you and your project. Social media users love to feel more inclusive and you want to encourage that trend.

Stay communicative and update people on your progress, tease release dates and try to build up as much interest as possible. This may sound like pretty simple advice but it’s something that in practice is much harder to keep up with. The trick is to be persistent.

Think about what you want to see, share and follow when it comes to your favourite content. If you’re halfway through editing a teaser trailer and you realise you probably wouldn’t engage with it, move on. That’s the best thing about visual promotion, whether it’s for films, games or any other medium, you usually have a ton of content to hand, it’s just picking the best bits at the right time.

And while we’re on the subject of timing, unfortunately that’s where luck comes into it. Effective marketing isn’t a complete science, there’s always a bit of luck involved and you never know when something might explode and become a hashtag next week. What you can learn from this however is a few good practices to take with you into your own social media marketing.

Just remember, be ambitious and don’t worry too much about having a big marketing budget, Blair Witch did it with a few handheld cameras.

Words by Tom Hodson


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Films Seen By Outward This Week

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Interview #14 – Mike White from The Projection Booth Podcast

Mike White - The Projection Booth PodcastOver the past decade film criticism/discussion has found new and innovative ways to embrace new media. One example of this is not in written form but audio. What started in print and then onto blogs, film discussion has moved into the world of podcast.

The good movie podcasts don’t just review film but they discuss and analyse why a film is either good/bad.  The great podcasts do more than this, they explore cinematic history and talk passionately not just about films that’re popular but also films that are (in some instances) forgotten but are worthy of discussion/attention. It’s in this category where you’ll find The Projection Booth podcast.

I’ve spent many hours listening to these guys so it’s an absolute pleasure to have them agree to do an interview with us.


For anyone unaware of The Projection Booth podcast, how would you describe your style/format?

Every week we look at a particular film and try to examine the plot, the creation, and the impact of the work. Whenever possible, we try to get supporting interviews with the people involved in the production or experts on the subject matter.  Over the years I’ve had two main co-hosts, “Mondo” Justin Bozung and Rob St. Mary.  They’ve both since left to pursue writing projects.  For the last year I’ve had a rotating group of guest co-hosts who have brought a wide variety of viewpoints and opinions to the fray, all in the name of furthering the discussion of film.

Projection Booth podcast

How long did it take for you to find a style for the podcast, particularly with regards to length and tone?

For the first few months we were beholden to an hour length as we were being re-broadcast on a terrestrial radio station out West.  However, it was after just a handful of episodes that we began to find it impossible to keep things under an hour.   It might have been the Freaked show (Episode 11) or shortly before that but we quickly adopted what Rob St. Mary called “The Fight Club Rule of Podcasts” in that “Episodes will go on for as long as they have to.”   

In regard to tone, I think things were a bit more humorous in the beginning when Mondo Justin (Justin Bozung) was my co-host.  I’ve cut out a lot of the jokes, though I will often use sound clips as punch lines or counter-voices to discussions.  The tone of the show depends a lot on the movie being discussed but the overall “Projection Booth”-ness settled into place about a year after we started doing the show.  

A couple people have said that there’s an NPR vibe to the show, which makes sense, I suppose, as I wanted to emulate shows like Studio 360 and RadioLab.

How do you go about picking the films for each podcast?

I’ve had a working list of episodes going from about three months before the first episode ever aired.  This list could last into 2021 if I didn’t add anything to it but things are constantly being introduced and shuffled around.  

Ed Neumeier, Writer of Robocop and Starship Toopers

Ed Neumeier, Writer of Robocop and Starship Toopers

On the rare occasion, an interview opportunity will land in my lap.  Otherwise, I’ll see who I can get for a particular film before really considering doing an episode about it.  And, if I do land an interview, I’ll immediately think of other films in that person’s oeuvre that I would also want to discuss for another episode.   For example, if I can talk to an Ed Neumeier about Robocop, it’s natural that I’ll want to speak to him about Starship Troopers.    

There are a few movies that have been discussed where finding even a tangential interview subject proved challenging but that’s when it’s time to get creative.  I try to balance episodes without interviews with those that have them.  I’ve gotten a little paranoid that some people only listen to the show for the interviews… for some reason I’m suddenly reminded of Playboy.

At the end of the day, I’m choosing films that I’d like to discuss, that I think need more attention, that I think are misunderstood.  I occasionally get a suggestion from a co-host and will try my best to make a show out of those.  In 2018 I’m going to try something unusual and break open the Suggestion Box we keep on the site and see what kind of episodes I can make of them.  

Your podcasts can vary in length with some reaching the five hour mark, how long (on average) does it take to produce and create the Projection Booth podcast?

The longest episode we’ve done so far was the Conan the Barbarian show which clocked in at almost eight hours. The average length of shows is closer to two or three hours.   If one were to count all the planning, the researching, the phone calls, the editing, and the final file creation a typical show might take around 200 hours to produce.  That’s on top of my working a day job and trying to have some kind of social and family life.  Fortunately, I plan ahead quite a bit.   

I think that might also be what helps make The Projection Booth what it is; my obsessive compulsive disorder. I’m not satisfied to watch a movie and talk about it.  If I can, I want to read the book on which it was based, various drafts of the screenplay, reviews, essays, and more.  When I can, I try to dig out as many pieces about a particular film as I possibly can and create a “course pack” of material to read (and share with my co-hosts) with the hope that these various pieces can help inform the discussion even if we don’t specifically speak to them.  

Your conversational approach allows for more of an analytical study of the films you discuss on the podcast, how important is the editing process to allow for this?

Fortunately, the conversations we have on the show are pretty terrific.  I use editing to help shape them but it’s the rare occasion where I have to move sections of discussion around.  I’m usually editing out the errant “ums” or some of the more tin-eared jokes I throw out.  Honestly, I think that I cut out 5% of what my co-hosts say and 15-20% of what I have to say.  So, imagine that next time you listen to a show and hear me droning on.  My poor co-hosts have to hear even more of that!  Oh, and my obnoxious, braying laughter.

I think the most fun I have during the editing process is when I pull in sound clips as quotes from the film we’re discussing or, moreover, the clips that call back to the references that we may make.

How do you think podcasting could change film criticism?

One of my goals with the show is to bring immediacy to film.  At the same time, I’m trying my best to fill in some gaps where possible.  If anything ever smells odd about the “facts” of a film’s history, I will try to find clarity, often by going straight to the horse’s mouth.  

The preponderance of apocryphal blog posts, YouTube “essays”, and podcasts that just skim the surface and never go deeper than essentially eating each other’s vomit won’t do anything or film criticism. However, there are particular critics who do dive deep and while I don’t see them changing film criticism, I see them working more in the theoretical realm where we’re going beyond simply recapping plots and pithy comments.  It’s easy to say that a film is “good” or “bad” but it’s quite another to say why.  People remember the thumbs up or down from Siskel and Ebert but they forget the discussion that lead to the thumbs.  

Sorry for jumping on my soapbox but film criticism can be as simple as saying, “Certified Fresh on Rotten Tomatoes” or it can be something far richer.  

Your Mulholland Drive podcast is a personal favourite, how easy is it to get the likes of Laura Harring and Patrick Fischler to appear on the podcast?

I was kind of shocked that I was able to land those interviews!  I simply reached out to their representatives and they both agreed to be a part of the show.  Laura Harring really did her research on me and I’m wondering if my casual friendship with director Greydon Clark (who cast her in The Forbidden Dance, one of her early roles) had something to do with her coming on.

Laura Harring Mulholland Drive

I find that it never hurts to ask if someone will be on the show — if I can find a good contact method.  The closer I can get to the person I want to interview, that is, if I can ask them directly, I usually get a yes.  If I have to work through a publicist, I get refusals more than I get agreements.

Fortunately, that’s another area where my OCD can be a boon. I love to put on my deerstalker and tracking down addresses and contact information.

Patrick Fischler Mulholland Drive

And, by the way, I’m glad you enjoyed the Mulholland Drive episode.  I’ve had a lot of fun discussing the films of David Lynch over the last five, going on six, years and I look forward to the next one.   Perhaps one of these days I’ll get to speak to Mr. Lynch himself.

How do you compare and contrast the approach to film criticism in this verbal form compared to written?

I’m at a bit of a disadvantage when it comes to visually demonstrating my points and the lack of footnotes though that’s what the obligatory “show notes” can provide.   I’m at an advantage when it comes to having multiple points-of-view on each episode and being able to build on each other’s thoughts.   I’ll admit, too, that there have been times while I’m talking about a film I’ll suddenly make a point that I’d never considered before.  Verbalizing helps me think. And being in a “safe space” among friends can lead to throwing out some off-the-wall ideas and seeing how they play.  

Obviously, I don’t think that I can go as deep as a 5,000 word essay but I have hope that some of the interviews and discussions on the show might lead to further research by those so inclined.

Do you listen to any other film podcasts?

I do!  I really admire the amount of research that comes through in the discussions of The Feminine Critique, and Daughters of Darkness. I also frequently listen to Outside the Cinema, F This Movie, Kulture Shocked, Talk Without Rhythm, The After Movie Diner, and Badasses Boobs and Bodycounts.  You might not think so, but the two shows that I refuse to miss are comic discussions of film; We Hate Movies and God Awful Movies.

Do you think podcasting can improve considering the popularity the medium has found over the past few years?

I definitely do.  For one thing, the term “podcast” is still a foreign one to a lot of people.   I still find myself explaining

NPR’s Serial

the concept and how one can gain access to podcasts.  It’s a hidden world to too many potential listeners. NPR’s Serial helped a bring awareness to the medium though I think it could use another boost.  

One of the great things about podcasting is that anyone can do it.  It always reminds me of the old days of fanzines.  Just like with fanzines, the quality of the presentation can overshadow the content of the message — good or bad.  That said, there’s always room for improvement when it comes to technical prowess.  I own that The Projection Booth can sound better.   I’m constantly re-investing in the show though, and endeavor to do that in the future.

Do you have any tips/advice for anyone looking to start their own podcast?

The one thing that I’ve stressed to people who have asked me the same question is that podcasting doesn’t have to be an expensive proposition.  The barrier to entry is such that one can start a fairly decent show for $65.  If you don’t mind, allow me to pimp a book I wrote on that very subject, Podcasting on a Budget:

Additionally, I’d stress the before the microphone even goes on to decide what kind of show you’re going to have: the tone, the ground rules, and what will set you apart from other shows that might live in the same space.

You can find The Projection Booth via the links below.


Twitter:  @proboothcast



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Films Seen By Outward This Week

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