Budgeting for marketing and publicity

“How much is it going to cost?” I hear that question often from filmmakers.  The simple answer is “probably more than you thought you’d need to spend.”

That costs vary widely is an understatement.   At one end of the spectrum are the millions per film spent by the major studios, while at the other end, some DIY filmmakers are doing it for themselves, while others turn their friends and fans into flacks.

fa0109.jpgThe March/April issue of FilmArts Magazine contains an informative article, penned by colleague Lyla Foggia, that explains why it’s important to build marketing and publicity into a film’s production budget, and includes some rough estimates for various costs (as well as a quote from me).

I’ve written before about how important it is to think about publicity and marketing at the very beginning of the filmmaking process. And not only to think about it, and plan for it, but to incorporate it into every phase. You’ll find this article useful, I think, as you plan your production budget for your next film.

The FilmArts Foundation is an invaluable source of information, education, low-cost filmarts.gifequipment access, fiscal sponsorship, exhibition opportunities and numerous other methods of support for the independent filmmaker community. Check them out if you’re not familiar with them. They are a non-profit organization, and can really use some support with their fundraising campaign.  

Article shared with permission from FilmArts Magazine, thanks to Laurie Koh, Managing Editor.


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