Film needs PR just as much as it needs directors, writers and actors

Public relations has a long and challenging part in working for production studios

By Emily Aguirre

We see these movies all the time, we hear about them and talk about them. Yet how do we get there? How important is it for a public relations professional working for a production studio to hear us talking about their upcoming film? Beyond important. It is their main purpose to get a spotlight on that film as soon as the film is announced to be made. PR professionals are getting coverage on all platforms, like Instagram, Twitter, Facebook and YouTube. From start to finish, PR professionals are there taking on-set photos, interviews with the cast, comments from the director and behind-the-scenes looks to anticipate the premiere of the film. Even once the premiere day has arrived, they are making sure people are talking about it and still having something to say after.
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Successful films have had a lot in common in terms of actors, location, scripts and directors. However, the most important is promotion. The film would be nowhere without anyone hearing about it. And specifically, without the films main audience knowing of it. A film like last year’s Oscar winning picture of the year, The Shape of Water, would have an intended audience of drama/fantasy lovers. The film did $195.2 million at the box office, after its initial release at the 74th Venice International Film Festival, and the 2017 Toronto International Film Festival. After it won the Golden Lion award, the film started being promoted a lot more on television and Twitter, as I, myself had noticed.  

Image courtesy of Fox Searchlight Pictures

I noticed before, and even after the film was released, how much PR planning goes into it. And it’s amazing to me how much you really have to care about the art of film and the time it takes to do the best job you can. From implementing campaigns that include trailers and media preparation, to media press kits for the film that include short and long synopsis, cast and crew bios, a director’s statement, etc. The role of a PR professional in this film industry is long and challenging. But when your film wins for “best picture of the year” at the Oscars, it’s worth it because you know you did what you could to promote the film and have the public want to watch and support it. ​