At The American Pavilion, Cannes Publicists Got Candid About What Actually Does (and Doesn’t) Sell a Movie
At the American Pavilion during Cannes, publicists discussed the evolving landscape of film publicity. They emphasized that filmmakers often underestimate the costs and complexities involved in promoting their films. The panel highlighted the necessity for filmmakers to be actively involved in their marketing strategies from the outset.
- ▪Filmmakers often misunderstand the role and impact of publicists in promoting their films.
- ▪The panelists noted that finishing a movie is just the beginning of the promotional journey.
- ▪Publicists now have to take on multiple roles, including strategists and audience builders, in a competitive industry.
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For many filmmakers, the dream of a festival premiere where publicists handle the remainder of the workload is a light at the end of the tunnel that makes it easier to endure the grind of production. But like so many other aspects of the industry, old norms have been upended and the game has changed. Three of the industry’s best publicists got brutally honest about that at the American Pavilion on May 12. At the “What No One Tells You: The Secrets of PR Pros” panel, presented by IndieWire, 42West executive vice president Sylvia Desrochers sat down with senior vice president Hilda Somarriba and Obscured Pictures president RJ Millard for a wide-ranging conversation about the state of publicity.
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