I spend a lot of time talking about ways to improve online movie marketing efforts. Since the amount of time people spend online is ever increasing, it’s a natural area for marketers of all stripes to move into. But it’s important for movie marketers and others to remember that the online world exists because of and in relation to an offline world, and so it’s best not to forget to attend to matters in the non-digital world as well.
Unfortunately, it seems that the ability to effectively market a film offline seems to be an art whose practitioners are being underutilized. Let me use my own personal experiences as an example (shocking, I know).
Source: Wearing Your Film on Your Sleeve