CASE STUDY: Unit Publicity and Media Relations Campaign for Short Horror Film Heartless

Heartless Poster

 

THE CHALLENGE

 As a unit publicist with experience running public relations campaigns for short films, an actor at a film festival and a horror film moving through a competition, this film presented challenges I hadn’t previously dealt with in my other projects. For my other short films, I’d had the benefit of support through the film event I was working on (see my Crazy 8s case study) or it was a one-off event such as the TIFF strategy for Peter Dacunha or helping Black Land through the Cinecoup competition.

Heartless is my first American-directed and produced short horror film where I didn’t have a film event, competition or team behind me as a jumping off point and a sense of urgency to make the publicity campaign flow easier. Heartless, and by extension, the film’s award-winning production company, Sunshine Boy Productions, also has the distinction of being the first film I’d actively pursued for publicity.

An unintended benefit of this being my first major solo unit publicity campaign, however, was the ease in obtaining film reviews where it had previously been difficult for my other film projects. Not only did the fact that Heartless is a horror film make it much easier to obtain reviews, Kevin & Jennifer Sluder, the film’s director & executive producer (and owners of Sunshine Boy Productions) have also been readily available for interviews as the production company is their primary business, rather than a side venture.

THE SOLUTION

Focusing on local media (newspapers, magazines, blogs), indie film podcasts, blogs and horror review outlets, I updated my media database based on the region the film was screening at on the festival circuit. As a result, I was able to pitch Heartless to countless local media in regions such as Lansing, MI, Durham, NC, Calgary, Alberta and the greater Los Angeles area.

In addition, I was also able to pitch interviews and reviews for Heartless with numerous horror and indie film media outlets worldwide such as Ready, Steady, Cut out of the UK, Rue Morgue Magazine out of Toronto, Canada, Promote Horror out of the US, Dave Bullis’s Indie Film podcast out of the US and Popcorn Horror out of Scotland.

For results and subsequent press coverage, please read my Case Studies and see my Unit Publicity Portfolio for more project examples.

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CASE STUDY: Unit Publicity & Media Relations Campaign for Season 3 of APTN’s Moosemeat & Marmalade

THE CHALLENGE

As the unit publicist for APTN’s third season of the Indigenous cooking series, Moosemeat & Marmalade, this production stood out from my other indie film projects for a few reasons. 1) It would be my first time doing publicity for a TV series, 2) It would also be my first time promoting Indigenous food culture and 3) As a recurring client of The Social Agency (a boutique PR agency I do contract work for), they’d already established press coverage from numerous outlets across Canada for the past two seasons that saw the show increase in popularity.

So as the new publicist coming into the project, I had both the added benefit & challenge of pitching Canadian media coast to coast as well as trying to establish new story angles for a series that had already covered a lot of ground over two seasons. Additionally, I didn’t want to just obtain press coverage from outlets already familiar with the TV series, the goal was to expand coverage to reach completely new audiences.

There was also the media relations strategy between the outlets and the two co-hosts; Cree bush cook/Indigenous rights activist Art Napoleon and UK born Chef Dan Hayes, owner of The London Chef Cooking School, to consider.

THE SOLUTION

 Focusing on story angles such as the first-ever gleaned Vegetarian Chili recipe (meaning it used leftover crops after the harvest) and Indigenous food culture and sovereignty, I pitched several mainstream major city newspapers, blogs and radio stations across Canada.

As the TV series also filmed in several locations on the Gulf Islands, Vancouver Island, Northwest Territories and overseas in the UK, I pitched the story angles to publications, radio stations and blogs located in these specific regions. Using the Indigenous food culture angle and Art’s passion for Indigenous food sovereignty and security, I was also able to secure interviews, coverage and recipes in Indigenous radio shows, newspapers and websites.

For the results & press coverage received, please go to Case Studies, where you’ll also find my other film & lifestyle PR campaigns. For more project examples, please check out my Unit Publicity Portfolio.

How A Film PR Campaign Made an Actor’s First Time at TIFF a Success

Actor Peter Dacunha with Dean Norris at the Remember premiere, TIFF 2015

Actor Peter Dacunha with Dean Norris at the Remember premiere, TIFF 2015

My first time ever doing PR for an actor was a definitive eye opener and a great professional challenge to get as much press coverage off-and on- the red carpet ASAP during the two weeks of the Toronto International Film Festival in 2015. To make the challenge even more intriguing, Peter Dacunha had TWO films premiering at TIFF, the drama Remember, directed by talented Egyptian-Canadian director Atom Egoyan and the horror film Hellions.

 

We had a limited window for press coverage so after interviewing Peter and learning more about the roles he played in both Remember and Hellions. I identified a list of influential mainstream and horror media outlets and pitched Peter and both films to them, getting coverage from national outlets like CP24 and horror media outlets like the Ginger Nuts of Horror. Check out a few of the resulting national and international coverage pieces here and make sure to read my case study! You can see the photos from the red carpet premieres of Remember and Hellions at TIFF 2015 below as well.

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