Public Relations and Promotion in Film: How It’s Done and Why It’s Important

Author

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

no

Capstone Prize Winner

no

Won Capstone Funding

no

Honors Categories

Professional

Subject Categories

Public Relations and Advertising

Abstract

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.

Recommended Citation

Cheng, Timothy, "Public Relations and Promotion in Film: How It’s Done and Why It’s Important" (2014). Honors Capstone Projects - All. 782.
https://surface.syr.edu/honors_capstone/782

Creative Commons License

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