In response to the lack of business skills and marketing ability of filmmakers, Dov S-S Simens of the Hollywood Film Institute conducted a “Two-Day Film School” in the Philipines to help creative types to understand the business side of the industry.
One of the major points repeatedly stressed in the school is that other than the normal excuses given for repeated box office failures, one of the most neglected side of the industry is the promotion and marketing end of the business.
Ramon E. Bayron agrees that Filipino films suffer greatly from the lack of creative and effective campaigns which many times the difference between success and failure at the box office.
This is one of the key mistakes the film producers make according to Bayron, as it has forced many in the Filipino industry to shut down.
Many creative people, no matter where they live, suffer the same fate. They are so concentrated on creative expression that they have no clue why nobody wants to go see their film.
One of the keys to marketing a film is to realize that the majority of films aren't commoditized, and so have to have fresh, unique marketing campaigns that fit the film's strengths and focus. To think that you've created a masterpiece and nobody but the elite hear about it or go see it, doesn't do a lot to create a sustainable business model.
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