Once the film has been established in the market and has a solid audience to target the distributor predicts the films success by having draft screenings to review the film and this helps spread the word of it's coming. Once the revenue has been predicted the budget allowed for the distributor to do their job is calculated as a percentage of the profits.
From here the campaign has to be as cost effective as possible. Although they are relying on a unique advertising strategy, the hopes is to use as little advertising (expensive) as possible and instead use some form of USP to generate publicity (free) as this will get reviews and news reports floating around the media for free.
Campaign: the basic campaign can consist of any of these, trailers, posters, internet + mobile adverts, radio spots, tv spots and outdoor advertisement. These campaigns need to be synergistic and can fall back on global iconography for characters and themes that everyone will relate to.
Poster: the initial promotion idea that brings the full concept to everyone.
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