2.3 The marketing plan

The windows system is designed to extract the maximum value throughout the life of a film. However, the film's performance in the cinema is still critical to its future success.

It follows, then, that how you choose to market your film and when you release it are critical. It is what distributors do. Alex Hamilton, in another step-by-step guide, explains the key elements of a marketing campaign.

You may be surprised that the cinema box office is not generally the area where a film makes most of its money. Actually, it often makes a loss because of the level of marketing cost incurred at this stage.