Film marketing used to be a fairly simple proposition, at least for the consumer. A trip to the cinema would involve strolling past new posters on your way into the screen, followed by 20 minutes of trailers for upcoming releases. Occasionally you’d catch other bits of the junket in the form of press interviews, television ads, outdoor campaigns or merchandising, but depending on your level of interest, these could be ignored.

But how audiences consume cinema has changed dramatically over the last 10 years, and with it, film marketing has had to evolve. Jodie Fullagar, the managing director of M&C Saatchi Sport & Entertainment, says that the film industry is facing a major challenge from the dominance of streaming services, boom in home entertainment, and greater choice in high-quality content from the likes of Netflix.

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