A press-junket is the promotion of a product, i.e. a feature film. As such the distributors and the publicists generally handle this. This can take the form of press releases (popular press and magazines), TV and Radio campaigns, chat shows, web-releases and viral advertising, merchandising and product campaigns to promote a feature or product. Recently Blog pages and ‘chat room’ forums have proved popular.
The most common tool is interviews with the makers and stars of a film. The Marathon run of booking a suitable space and inviting a stream of people from the advertising world to interview the Director, Producers and talent to promote the feature/product is what many regard as the pinnacle of a press junket. This is often a countywide or even worldwide campaign for larger productions and is one of the most exhausting but important parts of releasing a feature and thus a large percentage of a films budget is designated to the task.
Have you planned a Press Junket before? What were some of the challenges in the process?
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