Robert G. Barnwell - Guerrilla Film Marketing: The Ultimate Guide to the Branding, Marketing and Promotion of Independent Films & Filmmakers

Robert G. Barnwell has created a thorough, disciplined approach for independent filmmakers and producers to follow as they create branding, marketing and promotional strategies for themselves and their films.

Anne Parducci , f ormer Executive Vice President of
Marketing, Lions Gate Entertainment

An indispensable reference. Teaches producers what they need to know about indie marketing and distribution, from the nuts and bolts of key art design and trailer editing to web-based marketing such as social media, website design, email marketing and much much more...

Josh Welsh , President, Film Independent,
Independent Spirit Awards and LA Film Festival

Independent filmmakers face what may often seem to be overwhelming marketing and distribution challenges. Guerrilla Film Marketing offers producers dozens of no and low-cost tips, tools and templates to overcome these challenges to effectively brand, market, promote and distribute their films.

Chris Horton , Director, Creative Distribution Initiative, Sundance Institute

Guerrilla Film Marketing is the essential marketing guide for students and independent filmmakers alike.

Michael Taylor , Former Chair of Film & Television Production, Division of
Film & Television Production, USC School of Cinematic Arts

An invaluable resource for students and professionals alike in terms of developing, marketing and distributing a commercially successful independent film.

Bradley Battersby , Head of Film Department, Ringling College of Art & Design

Guerrilla Film Marketing is a detailed and useful resource that can help you and your filmmaking team handle marketing throughout the entire production and distribution process. Dont go on set without marketing and distribution guidance and a plan.

Orly Ravid , Founder and Co-Executive Director, The Film Collaborative

As Robert G. Barnwell explains, there are few things more critical to the success of an independent film than effective branding, marketing and promotion e.g. connecting with an audience. Should be required reading for any Producer of Marketing and Distribution or filmmaker in the process of developing an independent film.

Jon Reiss , Producer of Marketing & Distribution and author of
Think Outside the Box Office: The Ultimate Guide to Film
Distribution and Marketing for the Digital Era

An invaluable marketing resource, Guerrilla Film Marketing is filled with dozens of step-by-step instructions, checklists, tools, templates and other resources.

Kendra Ruczak , Editor, Sound & Picture Magazine

Create an irresistible brand image and build an audience of loyal and engaged fans...

Guerrilla Film Marketing takes readers through each step of the film branding, marketing and promotional process. Tailored specifically to low-budget independent films and filmmakers, Guerrilla Film Marketing offers practical and immediately implementable advice for marketing considerations across every stage of the film production process.

Written by leading film industry professional Robert G. Barnwell, Guerrilla Film Marketing teaches readers how to:

Master the fundamentals of guerrilla branding, marketing and promotion;
Create an integrated marketing plan and calendar based on realistic budgets and expectations;
Develop internet and social media marketing campaigns, including engaging studio and film websites and powerful, marketing-centric IMDb listings;
Assemble behind-the-scenes pictures, videos and documentaries;
Produce marketing materials such as key art, posters, film teasers, trailers and electronic press kits (aka EPKs); and
Maximize the marketing impact of events such as test screenings, premiers, film festivals and industry award ceremonies.

Guerrilla Film Marketing is filled with dozens of step-by-step instructions, checklists, tools, a glossary, templates and other resources. A downloadable eResource also includes a sample marketing plan and audit, a test screening questionnaire, and more.

Robert G. Barnwell is the founder and creative director of a small independent production company established to reduce the risks and increase the profitability of low-budget film projects on behalf of its investors. Previously, he worked as a strategy consultant and corporate banker providing advice and financing for such studios as 20th Century Fox, Columbia Pictures, Disney, MGM, Paramount Pictures, Universal and Warner Brothers. Robert has served as an adjunct professor at Ringling College of Art & Design and as a speaker and guest lecturer at several leading film schools, seminars and workshops.

The Ultimate Guide to the Branding, Marketing and Promotion of Independent Films & Filmmakers

Robert G. Barnwell
Illustrated by Sandy O. Cagnan

First published 2019
by Routledge
711 Third Avenue, New York, NY 10017

and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

2019 Taylor & Francis

The right of Robert G. Barnwell to be identified as the author of this work has been asserted by him/her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice : Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Library of Congress Cataloging-in-Publication Data
A catalog record for this book has been applied for

ISBN: 978-1-138-91646-3 (hbk)

ISBN: 978-1-138-91645-6 (pbk)

ISBN: 978-1-138-91647-0 (ebk)

Typeset in Palatino and Futura by Florence Production Ltd, Stoodleigh, Devon, UK

Visit the eResource: www.routledge.com/9781138916456

Dedicated to the worlds aspiring and practicing filmmakers.

... and to the amazing women in my life.
Particularly, my wife, Jade; daughter, Kristen;
mother, Linda; and grandmother, Ruth.