A film campaign rollout calendar, from first look to release week
Great assets released in the wrong order can still sink a campaign. Here is a simple way to think about the rollout.
Every film is different, but most successful campaigns follow a shape: announce, intrigue, reveal, convince, remind. Each stage has its own assets.
1. Announcement and first look
The title and a first look poster or motion poster tell the audience the film exists and what world it lives in. Keep it bold and simple.
2. Teaser
The teaser starts the conversation. It should leave questions open and give fans one moment to talk about.
3. Songs and lyrical videos
Music keeps the film present in daily life during the middle of the campaign. Each song release is a chance to show another side of the film.
4. Character posters and promos
Introduce the cast one by one. Each reveal gives a fan base its own moment to celebrate.
5. Trailer
Closer to release, the trailer turns curiosity into intent. This is the asset most people will judge the film by.
6. Release week
Short promos, reaction content and countdown posts keep momentum through the opening weekend, when the film's fate is often decided.
Leave room to react
A calendar is a plan, not a contract. Keep space to respond when something catches fire online.
Plan the order as carefully as the assets. Timing is part of the creative.