Timothy Cheng

Degree Type

Honors Capstone Project

Date of Submission

Spring 5-1-2014

Capstone Advisor

PRL Professor of Practice Robert Kucharavy

Honors Reader

TRF Professor of Practice Richard Dubin

Capstone Major

Public Relations

Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Public Relations and Advertising


Films have been huge revenue drivers in the entertainment industry. However, not all films succeed with high profit margins. Success can be contributed to aspects such as the writing, the production quality, or the acting within a film. These aspects contribute to how audiences, critics and media receive a movie. Unfortunately, these aspects typically overshadow one of the most important functions contributing to a film’s success: promotion and public relations.

For my capstone, I researched how films are promoted, branded, and distributed through public relations functions. Research largely relied on secondary research, with primary research added for deeper concepts. After basic knowledge was attained, the theories and concepts were applied in an additional creative component included for the capstone. This component attempted to create promotional materials in line with industry requirements, giving readers and the writer a tangible example to see film communications theory.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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