Older films can find newfound relevance at different cultural moments and add tremendous value if re-circulated through society. But they are often left dormant as filmmakers move on to new projects and distributors direct limited resources to new work. There are opportunities to direct new attention to valuable films with renewed relevance during key moments, especially in the educational market.

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Experiment 6

Piercing the Educational Market

Learning Goal

Can an independently-run targeted marketing effort drive educational sales to an older film?

Approach

This experiment positioned an older film that tells an intersectional story with continued relevance in the current socio-political or cultural zeitgeist, and used strategic marketing to reach the educational market, generate revenue and support critical discourse.

Key Takeaways

  • 54% open rate

    Outreach to 673 contacts with a 54% open rate surpassed the industry average of 35.6%

  • 0 sales

    0 sales resulted, highlighting impact of institutional budget cuts

  • TVOD Success

    A subsequent TVOD marketing strategy for this film was successful, underscoring the film was not an ideal selection for educational market

Featured Film

EL HIJO DE RUBY

Directed by Gisela Rosario Ramos

16 mins | 2014

Film Nominated by:

Ruta Critica

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