Film and TV drama
Marketing manager
Also known as: Brand manager, Director of marketing, Marketing executive
What does a marketing manager do?
Marketing managers convince audiences that theirs is a “must-see” film or TV programme.
Marketing managers help to identify the audience for a film or TV drama and create a campaign to bring it to their attention and pique their interest. With film, this could be through billboards, posters, and a digital strategy (almost always using social media). With TV drama, it could be through newsletters, trailers, as well as social media. Marketing managers oversee all of this and make sure it happens; collaborating with creative partners to develop and deliver promotional artwork materials. In film, marketing managers may also see that the product of the movie is presented well to potential buyers (distribution companies); if marketing managers are working in exhibition, then they market and present the movie to audiences.
Marketing campaigns vary enormously depending on the needs of the production. Big-budget films with movie stars usually have more money spent on marketing and publicity than small productions. Marketing managers consider how to prepare a marketing budget, bearing in mind income forecasts, acquisition costs and contract terms. If a film is being screened internationally, the campaign needs to be adapted to different cultures and countries.
Marketing managers might be employed by film sales agencies, marketing agencies, production companies or broadcasters. Big production companies will have their own marketing departments for their film and TV dramas. Smaller ones will use a separate marketing company or agency. For TV dramas, marketing managers are more likely to be employed by the broadcaster or channel, such as Channel 4 or BBC Studios.
Watch and read
- Cutting Through the Noise: Marketing and PR Strategies for Film - UK Pavilion Panel
- How to Sell Your Movie to an Audience — Film Marketing Strategies
- Marketing and PR Assistant
What’s a marketing manager good at?
- Audience awareness: know audiences, research audience statistics, understand how they watch films or TV dramas
- Knowledge of the industry: have an awareness of cultural trends in film and TV drama and how they are reflected in terms of box office figures and viewers
- Marketing: think creatively and analytically, create engaging content, understand who a production is for and how to reach them
- Planning: schedule the work that needs to be done for the campaign and work with a budget, forecast audience numbers or determine actual theatrical revenue for a given project
- Communication: write compelling copy, engage people from a wide range of backgrounds, share the vision with a team, be the conduit of information for other teams (such as PR, operations, acquisitions and sales)
Who does a marketing manager work with?
Publicists help create the distributors' release plan and create a buzz about the film in the media. See separate profile: publicist
Marketing assistants do any task designated to them by management, scheduling tweets and ordering in lunch for meetings for example. See separate profile: marketing assistant
EPK producers, or directors, make electronic press kits (EPKs). Typically, an EPK contains interviews with cast and crew while on location and behind-the-scenes footage, usually called ‘making-of’.
EPK producers work with the publicist and marketing manager to decide what to include in an EPK and how it will fit with the overall marketing campaign. They then work with the assistant director to agree where to position the behind-the-scenes cameras.
All EPK content has to be completed well in advance of screening or broadcast so there’s time for it to be approved. Once the actors and producers have agreed it, the EPK goes out to the media or channel so the film can be featured in their publications or websites.
Unit publicists write the copy about the film that goes out to the media (press release). They interview the cast and crew to get quotes to put into the press releases. Then they work closely with the producer and actors’ agents to schedule press visits to set. They see that details of the film are published in the trade press and work with the EPK crew, writing the captions for all the images.
Stills photographers take the pictures that are used for press and advertising campaigns. They go on set for around 15 days to get behind-the-scenes images and top-quality pictures of the performances. They position themselves as close to the film camera as possible while trying to be unobtrusive. Photographers are usually employed on a freelance basis. After shooting they will work in processing labs to choose their best shots, which are then agreed by the actors and their publicists. Once selected, their images are sent to sales companies, publicists, distributors, and public relations firms.
How do I become a marketing manager?
It takes many years to reach the position of marketing manager. Many start out as marketing assistants. See our job profile marketing assistant for details of how to get in.
At school or college:
If you want to go to university, A-levels or Highers in business studies or English are useful. Or you might want to take a Level 3 vocational qualification in business, marketing or media. Look at what your local college offers such as:
- T level in Marketing
- OCR Technical Diploma / Extended Diploma in Business
- T level Management and Administration
- UAL Diploma/Extended Diploma in Creative Media Production and Technology
- OCR Technical Diploma in Digital Media (Moving Image and Audio Production)
- T level Media, Broadcast and Production
Get an apprenticeship:
Apprenticeships are jobs with training. They’re a great opportunity to earn while you learn. However, it can be challenging to find jobs as an apprentice with production companies. It might be worth looking for a job as an apprentice in an industry that uses similar skills, such working in advertising. This could help you develop your craft and create a body of work for a portfolio that you can use to find your way into film and TV drama at a later point.
Before taking any apprenticeship, check what you’ll be learning with your prospective employer and college, so you can be sure it will be giving you the skills you want. Check out What’s an apprenticeship? to learn more about apprenticeships and Find an apprenticeship to learn how to find one in your region, or approach companies directly. Go to ScreenSkills information on apprenticeships for the main apprenticeship schemes in film and television.
Get a degree:
It’s worth getting a degree in marketing or film production. Increasingly, people will have master’s degree. Have a look at ScreenSkills’ list of recommended courses in film and TV. Look for ones that specialise in marketing. We recognise courses with our ScreenSkills Select award where they offer training in the relevant software, dedicated time to building a portfolio and have strong links with the film and TV industries.
Start your own channel:
Set up a review blogging site or content channel. This is the marketing version of having a portfolio. You can send a link with your CV to show your writing and online skills, and, equally importantly, your interest in film and TV drama.
Search for jobs:
Marketing is important in all industries, not just film and TV drama, so there are plenty of agencies and departments with marketing roles. Search for jobs in any area of marketing. You can build up your skills and move into the film and TV drama industry from there.
Meet people in the industry:
Go to ScreenSkills’ events, follow your local film office and any local community arts and media organisations and attend their events. Go to how to network well for some tips.
Network online:
Create a LinkedIn profile. See if there’s a Facebook page or other social media group for people making films or videos in your area. Join it and take part. Create a ScreenSkills profile.
Explore ScreenSkills Resources:
ScreenSkills careers information:
The your career hub has a wealth of resources designed to help you start or progress your career.
ScreenSkills e-learning:
ScreenSkills has a suite of free e-learning modules for those who are over 18 which can improve your knowledge. The ScreenSkills Passport modules also prepare you as they are essential for some production roles. Some modules are available for those under 18. For anyone wanting advice about first steps, the Getting into the screen industries modules are very useful.
ScreenSkills skills checklists:
If you would like more detail about the tasks, responsibilities and skills required for many key roles in film and TV drama, children’s TV and unscripted TV you can look at our skills checklists.
You might also be interested in…
Being a marketing executive or community manager in the games industry. Alternatively, you could consider being a digital producer in the unscripted TV industry.
