Earned Media

Earned media is incredibly valuable, and it can’t be bought. It refers to word-of-mouth content like reviews, social media reactions, and memes. To a certain extent, a marketing team doesn’t have control over earned media.

A marketer can, however, encourage the creation of earned media. To get more reviews, they can put on critics screenings and send press kits (more on those later) to film critics. 

Perhaps their biggest weapons are their stars – getting an actor to do a publicity tour for a film is often vital for commercial success. Famous actors generate a lot of earned media through interviews, talk show appearances, and posts on socials.

To a certain extent, this can also be true of a director, though this is slightly more niche unless the director is a huge name.