How to Build a Film PR Campaign: Strategy, Stages, and Case Studies (2020–2025)

By WebPilot and Elena Saubanova| Inspired by IndieWire and The Hollywood Reporter

In today’s media ecosystem, promoting a film is far more than just releasing a trailer or sending a press release. A successful PR campaign is a multi-phase effort that starts long before cameras roll and continues well after a film premieres. In a competitive industry where attention is a scarce commodity, an effective PR strategy helps your project stand out, gain recognition, and find its audience.

This article outlines the key stages of a professional film publicity campaign, supported by real-world case studies from 2020 to 2025 and practical recommendations for engaging with top media in the U.S. and Europe.

Why a PR Campaign Is Essential

A PR campaign helps to:

• Build a compelling narrative around your film

• Attract the interest of festivals, buyers, and journalists

• Set audience expectations and build anticipation

• Support distribution, critical reception, and awards campaigns

Let’s break down the process across the production timeline.

Stage 1: Pre-Production — Build Visibility Before Shooting

One of the most underutilized phases for publicity is pre-production. In fact, early-stage exposure can generate momentum that pays off when the film is ready for release.

What you can do:

• Announce casting news through industry publications such as Variety or Screen Daily

• Share curated concept visuals or moodboards with key journalists

• Pitch the project’s concept and story to select press contacts ahead of production

Example:A24 began the publicity campaign for Everything Everywhere All at Once before principal photography was complete. A quirky early teaser drew attention on Reddit and Twitter, positioning the film as a unique genre experiment.Read more: IndieWire on A24’s marketing approach

Stage 2: Production — Turn the Shoot into a Story

Filming is not just about production — it’s an opportunity to generate exclusive content and interest. Behind-the-scenes coverage can capture the attention of press and potential fans alike.

What you can do:

• Host visits for select journalists or influencers

• Publish a production diary or behind-the-scenes stills

• Conduct short interviews with the cast and director for future use

Example:Parasite by Bong Joon-ho was relatively low-key during production, but its campaign relied on carefully timed interviews and curated stories to build a strong festival identity.Read more: How Parasite’s campaign made history

Stage 3: Post-Production — Preparing for Festivals

When editing wraps, the campaign enters its most active phase. This is the moment to prepare all assets and approach press and festival programmers.

What you can do:

• Prepare a comprehensive press kit, including logline, synopsis, visuals, trailer, and a director’s note

• Reach out to journalists in advance to provide access and exclusives

• Begin pre-screening efforts with curated media contacts and platforms like Cineuropa, Le Film Français, or The Playlist

Example:Sentimental Value (2025), distributed by Neon, built a highly emotional, actor-driven PR strategy. Stellan Skarsgård and Renate Reinsve played a major role in the media campaign, supported by Neon’s strong festival network.Read more: Review on IndieWire

Stage 4: Release — Peak Publicity and Awards Push

The release is the climax of your campaign, not the end. This is when buzz, reviews, and award positioning come together.

What you can do:

• Coordinate press junkets, interviews, and festival appearances

• Pre-arrange reviews and exclusives with top critics

• If eligible, hire consultants for awards season strategy (especially in the U.S.)

Example:During Cannes 2025, Neon’s CEO Tom Quinn discussed how award campaigns succeed when they center personal storytelling and carefully timed content rollouts.Read more: Tom Quinn shares PR insights on IndieWire

Best Practices for Media Outreach

Key publications to work with:

• United States: IndieWire, Variety, The Hollywood Reporter, Filmmaker Magazine

• Europe: Screen Daily, Cineuropa, Le Film Français

Recommendations:

• Approach journalists through experienced publicists whenever possible

• Tailor your outreach to each publication and reporter

• Frame your story with emotion and clarity, not just facts and names

What to Include in a Film Press Kit

Your press kit should include:

• One-sentence logline

• 150–200 word synopsis

• Official trailer and 2–3 key visuals

• Crew and cast bios with portraits

• Behind-the-scenes photos

• Director’s statement

• Press quotes, if available

• PR contact information

Final Thoughts

A well-executed PR campaign is not an optional add-on — it is part of your film’s identity. Whether your goal is a premiere at Cannes or distribution via streaming, how you position your film in the media can define how it is received by both critics and audiences.

Start early. Be strategic. Build trust with the press.

If you’re a filmmaker, producer, or PR specialist, now is the time to invest in the narrative that surrounds your film — long before the first audience ever sees it.