The one-year MA Film Marketing programme introduces students to all aspects of B2B and B2C marketing strategies for the film industry - from key art design and promotional trailers to media, publicity and social media plans. Across five modules of study, the MA Film Marketing explores the planning and execution of effective marketing campaigns for film distribution, cinema promotion, and platform release on VoD.
Aspiring film marketeers will be immersed in the LFS creative hothouse of student directors, screenwriters, and cinematographers from over 50 nations at Britain's longest established film school. The School is housed in two film studio buildings in Covent Garden, which contain shooting stages, full post-production facilities, and extensive camera and location kit. The course is explicitly industry-facing.
Full course outline: Link to full programme outline
The role of film marketeer encompasses creative dynamics (selling the story); analytics (audiences, demographics and social media traffic); scheduling and competitor product analysis; and significant business skills. It sits at the heart of the UK industry’s dramatic growth over the last decade (where production spend trebled from £2.4bn to £7bn) in an environment where, for most films, marketing cost represents a cost base that can exceed 50% of the original production cost; and require a global team and a deployment timescale equivalent to the production and post-production of the project itself.
Taught in the heart of Covent Garden, the school is next door to industry marketing hubs and within walking distance of most of the key creative and trailer houses at the heart of the UK’s film and TV marketing world. The central London location of LFS is close to industry marketing hubs such as the European headquarters of Warner Bros; the advertising industry hubs of Soho and Clerkenwell; and the headquarters of broadcasters such as BBC (Fitzrovia) and ITV (Holborn) and VOD leaders such as Netflix (Fitzrovia) and Amazon (Clerkenwell).
The programme examines how to effectively connect consumer audiences to the film and gives students the opportunity to collaborate with students from the Filmmaking MA. It embeds specific skills such as creativity with a commercial edge, event and talent management, briefing and managing third parties, alongside “softer” essential skills such as networking, pitching and team and project management. The old adage has it that the film industry is unique because it markets a new product every time a new film is released. Although that has changed somewhat, with the advent of Amazon/ Netflix, where the 'platorm is the product', it nonetheless remains the case that training in film marketing delivers hugely transferable skills that can be applied and deployed in the marketing industry at large, and on a global basis.
