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By Reid Rosefelt
Making a great movie is hard. Marketing a movie might be even harder. There are many good movies every year, but there are far fewer well-marketed ones. The list of people (and studios) who market films successfully year after year is a very elite club.
When I began working as a publicist, most American filmmakers weren’t expected to be able to promote his or her own work. Nowadays every filmmaker is expected to be able to shoulder that burden.
How scary this must be for filmmakers. [...]