Session 7: Film Marketing: Planning and Executing Releases

This class presents the creative and methodological process for designing a marketing strategy for a feature film in commercial release. Starting with the definition of positioning, value proposition, and target audience, we structure the 360° plan (online and offline) and its critical timeline until the premiere: paid and organic media, event activation, promotional materials and partnerships, relationships with exhibitors and communities. We integrate the plan with press relations (key narratives, press kit, exclusives, interviews), media plan (objectives, KPIs, channel allocation), and PR operations (screenings, press conferences, junkets) with the film crew. By the end, the student understands how to connect curation, audience, and performance to maximize reach, investment efficiency, and cultural impact.

Elzie Barbosa

Marketing Manager, Vitrine Filmes

Graduated in Public Relations from FCL and with a postgraduate degree in Communication and Marketing Management from USP, she has worked in the entertainment market for almost ten years, focusing on film marketing. In the audiovisual field, she was part of the teams at Imovision, Paris Filmes, and California Filmes, and is currently the marketing manager at Vitrine Filmes.

Cláudia Belém (Guest)

Director, Atômica Lab

I am a public relations professional specializing in art and entertainment. At the agency Atômica Lab, I lead teams on large projects, institutions, and brands, such as Amazon Prime Video, Rio Film Festival, Amazon Music, Walt Disney Pictures, Paramount, Museum of Tomorrow, Canal Viva, GNT, HBO, and Cinemark. I have a degree in Journalism and a master's degree in Production Engineering.