This newly updated book walks readers through every stage of the modern entertainment marketing process for film, television, streaming and web content.

In the text, marketing experts Schwartz and MacDonald unravel the inner workings of marketing departments at major studios, streamers and independents. Different budget levels, genres and formats are examined with guidelines to develop a marketing plan for each. This new edition tracks the rise of many prominent developments, such as the emergence of the creator and influencer economy, the digital takeover of media, the rise of generative AI, shifting exhibition and distribution models, and much more. It also features new research, analytics and interviews with both marketers and industry experts throughout.

This timely update makes this a perfect resource for students interested in entertainment marketing, as well as working marketers, professional and aspiring filmmakers, directors, producers, screenwriters and content creators, any anyone who wants to acquire the marketing edge for their projects.

Katherine MacDonald is an Entertainment executive based in Milwaukee, WI. She was previously Director of Market Research at Lionsgate and Director, Head of Research at MGM. She was also Senior Vice President of Marketing and Development at Paramount Pictures and Co-Producer on an animated movie for Netflix Animation. Katherine is currently the Head of Development for Baobab Studios. She has worked on a variety of both large and more targeted films such as The Transformers franchise, the Saw horror franchise, World War Z, the Star Trek franchise, Wolf of Wall Street, the SpongeBob franchise and The Big Short.

Russell Schwartz is Associate Professor at the Dodge College of Film and Media in Chapman University where he is the lead marketing professor in the Creative Producing Program. He is also Co-Principal of Pandemic Marketing which provides strategic consulting to the motion picture industry. Recently he was President of Worldwide Marketing for Relativity Media and was formally President of Marketing at New Line Cinema, where he created and managed the marketing campaigns for over 70 films, including the Lord of the Rings trilogy