Resilient Film Marketing is an ongoing initiative exploring today’s marketing realities for distributors.
Over the past few months, usheru has been convening a series of small, off-the-record roundtables with film distributors and sales agents across Europe, the UK, Latin America, Africa and the United States.
These conversations focused on the realities of film marketing today: what feels harder, what has shifted since the pandemic and the rise of streaming, and where teams are struggling to translate attention into admissions.
Resilient Film Marketing (RFM) emerged from these discussions as a space to surface shared challenges, compare notes across markets, and make sense of what’s becoming harder, what’s still working, and what’s changing in film marketing today.
The insight report is the first output from this work. It brings together the themes that surfaced most consistently as a starting point for further conversation.
Themes shaping film marketing today
Across territories and company sizes, five interconnected themes consistently surfaced in discussions with distributors:
Why conversion has become a bigger challenge than awareness
How calendar congestion and access to screens feel more acute than ever
The growing gap between global discovery and local distribution
Ongoing issues around data visibility, attribution, and return on investment
Why hybrid, human-led campaigns are still cutting through
What happens next
Building on these insights, usheru is convening the first live working session as part of RFM. This session will bring together distributors to explore how current shifts in film marketing are showing up in practice — and where real tensions are emerging across campaigns, calendars, and conversion.
This is not a panel or a presentation, but a facilitated working conversation focused on shared learning, lived experience, and sense-making, rather than finished solutions.
The next RFM working group will take place on Thursday 5 March at 13:00-14:00 GMT.
About the report
- Format: PDF
- Length: 4 pages
- Based on qualitative roundtables and a short survey
- Contributors span multiple territories and market contexts
The report is designed to be read quickly and used as a reference point for discussion, rather than a dense research paper.
English 
Spanish