Case Study on Marketing, Distribution and Audience Engagement Using Digital Channels

A llocating a portion of the budget to tasks that should be outsourced will ensure a proper source of funding is set aside for activities that might be secondary to production yet critical to the overall success of the film. [...] As a result, these showings sold out as viewers had the unique opportunity to direct their questions to the cast of the film. [...] The film only started an active online presence on social media once the film had been finalized and the name of the film had been changed to its current Cast No Shadow title. [...] In essence, the film had to try to build a loyal online following, engage an audience base and use online distribution channels to reach their desired audience in a more limited period of time than if they had started an online presence from the get-go of production. [...] THE MARKETING STRATEGY Highlights • A wide public relations campaign, including an appearance on Breakfast Television in Toronto days before the theatrical release, a spread in the January issue of Canadian Cinematographer magazine, and articles in The Globe and Mail and Playback Online • Supportive tweets from a number of well-followed influencers, including ZINDIQ (800,000 followers) and First W