The Importance of Marketing in Film and Choosing the Right Distributor

In today’s film industry, a movie’s success is no longer solely determined by the quality of its content. Effective marketing strategies and selecting the right distributor are crucial for capturing audience attention and securing a strong presence during awards season.

The Crucial Role of Marketing in Film

Film marketing has evolved significantly, shifting from traditional campaigns to innovative strategies that engage specific audiences. A historical example is Jaws (1975), which revolutionized the industry with an extensive television advertising campaign and simultaneous nationwide releases, setting a new standard for future blockbusters.

Another iconic case is The Lion King (1994), which partnered with brands like Burger King and Mattel, alongside a heavily promoted soundtrack. These efforts helped Disney generate around $1 billion in merchandise sales in 1994 alone.

Why the Right Distributor Matters

Choosing the right distributor is essential, as they determine how and to whom a film will be marketed. A well-resourced and experienced distributor can craft effective promotional campaigns, amplifying the film’s reach and impact.

Marketing Strategies of the 2025 Oscar-Nominated Films

Let’s examine the marketing approaches of the five films nominated for the 2025 Oscars, including the winner, Anora:

1. Anora
   Independent distributor Neon invested $18 million in marketing—three times the film’s production budget. Strategies included a one-day pop-up shop in Los Angeles that attracted hundreds of fans and an online store with exclusive merchandise. These tactics successfully captured the attention of Gen Z and a wider audience, helping Anora gross over $40 million worldwide. (The Guardian)
2. The Brutalist
   Indie distributor A24 took a more modest approach, offering a limited line of merchandise, including T-shirts and a small-scale model of the community center designed by the main character. The edition of 500 zinc models, priced at $75 each, sold out quickly, demonstrating the power of exclusive product campaigns.
3. A Complete Unknown
   This film leveraged sponsorships and tie-in products to recoup some of its investment. Levi’s released a $1,200 suede jacket inspired by the film, along with vintage-style jeans priced at $495. Additionally, New York bar Dante collaborated with Bob Dylan’s whiskey brand, Heaven’s Door Tennessee Whiskey, to create an exclusive cocktail called Like a Rolling Stone.
4. Conclave
   With a $20 million production budget, Conclave had no official merchandise. However, independent retailers created unofficial T-shirts and sticker sets featuring cartoon versions of the main cast, adding to the film’s organic promotion.
5. Emilia Pérez
   Despite strong early awards-season momentum with 13 major nominations, Emilia Pérez faced controversy due to offensive social media posts by its lead actress, Karla Sofía Gascón. This significantly impacted Netflix’s promotional campaign, highlighting how external factors can affect a film’s public perception and success. (El País)

Conclusion

In today’s film industry, strategic marketing and the right distributor are just as crucial as a film’s content. These decisions influence box office revenue, awards-season visibility, and audience engagement. Innovative, audience-targeted campaigns can make the difference between a film that fades into obscurity and one that leaves a lasting impact on popular culture.