Marketing & Promotions Archives - Celluloid Junkie

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(From left) Moderator Zac Ntim of Deadline, Oscar-winning producer Mollye Asher ("Nomadland," "The Rider," "On Swift Horses") and film marketing strategist Mathias Noschis of Alphapanda participate in the "Audience First: Rethinking Film Marketing Before Distribution" panel at the Karlovy Vary IFF on July 6, 2026.

Indie Film Marketing Can’t Wait Until the Film Is Finished

A panel at Karlovy Vary examined the need to begin the marketing conversation at the earliest possible stage… even before production begins. At Karlovy Vary’s Industry program (July 5-9), a sharp conversation held on July 6 on audience strategy argued that independent films can no longer afford to t…

(From left) Host Aylin Kazi; TikTok creator Melo Nsuka; Jackie Meire, EU Head of Social at Amazon Prime Video, UK; and actress Runa Greiner, who participated in the EFM 2026 panel "From Community to Box Office: How Fandom on TikTok Drives Impact," held on Feb 13, 2026. (Photo: Winson, courtesy of EFM)

Social Media, Fandom and the Hard Question of Conversion

The question of whether social media buzz can actually drive potential audiences to cinemas is as pertinent as ever. As the first reactions for “The Odyssey” break, we reflect on panels that explored this topic at the European Film Market earlier this year… The news that Christophe…

From Grounded to Global: How PaperAirplane is Helping Movie Marketing Reach New Heights

Born in the depths of the pandemic, PaperAirplane Media rewired the connection between studios and cinemas. Now, as nearly every cinema operator in North America depends on its digital asset management solution, the PaperAirplane team is preparing for takeoff overseas. When Mike Polydoros decided to…

CJ Opinion: LVMH’s 22 Montaigne and the Relationship Between Luxury Brands and Cinema

Named after the stunning street where its Paris headquarters sits, luxury powerhouse LVMH is launching a new entertainment division called 22 Montaigne. This new creative endeavour explores opportunities for entertainment creators, producers and distributors on film, TV and audio projects to collabo…

SNPTC Study on Movie Advertising on Television

France Discovers Benefits of Advertising Movies on TV

It may come as a shock to some, but for decades advertising theatrical film releases on television was prohibited in France. The French government believed that allowing movies to air commercials and trailers on television would only benefit American studios, i.e. Hollywood, at the expense of local…

The Future of the Red Carpet: Media Junkets and Special Treats

As cinemas reopen Celluloid Junkie looks to the future of how big films are sold, promoted, reviewed, lauded and awarded. There are several industries built around the premiere of films in cinemas and these all face questions after a year of virtual events and Zoom presence of celebrities and talent…

We Are Parable: Experience Over Everything

Their first-ever event at East London’s Stratford Picturehouse completely sold out in 2013. In 2017, directing legend Spike Lee collaborated on a central London event with them. In early 2020, they were recipients of a Lodestar award from Film London. And even now, half way through one of the most c…

The Hollywood Studio Release Schedule Shuffle: Where It’s Been and Where It’s Going

There’s a favorite New England saying, “If you don’t like the weather wait 10 minutes and it will all change.” Welcome to 2020 in the movie business. Obviously this year has been unlike any other (I will make a concerted effort to avoid the now cliched “these are uncertain times” mutterings in this…

Bong Joon-ho's "Parasite"

Marketing Around the Land Mines of Spoilers

“Would you like to open the black box with me, madame?” says a mischievous young woman in Bong Joon-ho’s Parasite. Wait-a-minute – don’t tell me what happens next! Although I won’t see your movie unless you do. That’s the compelling paradox of movie marketing in the age of chatty social media, fair-…

Golden Trailer Awards 2018

“Black Panther” Continues Its Winning Ways at an Ever Growing Golden Trailer Awards

Ironically, at a moment when the motion picture industry is suffering from an existential dilemma over the definition of a movie and the relevance of theatrical distribution, the trailers that help promote and market upcoming releases to the public have rarely been more important. The launch of any…