Guerrilla Film Marketing

1 Guerrilla Branding, Marketing & Promotion

It seems like only yesterday that Steven Spielberg, standing next to his good friend and colleague George Lucas, predicted an inevitable “implosion” of the film industry. Lucas echoed Spielberg’s concerns and complained about the high costs of marketing movies and the major studios’ obsession with big-budget mass-market films while ignoring niche audiences.

The inevitable implosion of the film industry Spielberg and Lucas spoke about at the University of Southern California’s School of Cinematic Arts has arrived in greater force than could have been predicted. In fact, the technological and demographic pressures responsible for that implosion were well underway in the months and years leading up to ...