How Film Festivals Build Audiences All Year Round
Festivals that only appear once a year have to rebuild their audience each time. Year-round screenings, education, membership and content keep the community engaged and make each edition stronger.
Film festivals that appear only once a year have to rebuild attention every time. Festivals that build audiences all year round keep their community engaged with regular screenings, education programmes, membership, partnerships and content between editions, so each new festival starts with a loyal audience already in place.
For film festivals and screening programmes in Ghana, year-round activity also supports funding, sponsorship and the wider film community.
Regular screenings
Monthly or quarterly screenings, in partnership with venues, cultural institutes or universities, keep the festival visible and give audiences a habit. Themed series, director talks and community screenings broaden reach.
Education programmes
Workshops, masterclasses and school programmes develop filmmakers and future audiences. Our Black Star International Film Festival case study reports that BSIFF EDU inspired more than 3,000 young creatives.
Programmes for specific audiences
Programmes designed for specific groups can grow the festival's audience. The BSIFF case study describes Shorts on Shorts, created to engage Gen Z audiences. See how to market to young audiences in Ghana.
Membership
A membership scheme with benefits such as early access, discounts and member events can turn attendees into supporters. The BSIFF case study notes that the membership programme was relaunched in 2022 to secure financial support.
Partnerships
Sponsors, embassies, cultural institutes and media partners can support activity throughout the year, not just at the festival. See how to find sponsors for a cultural event in Ghana and how to build partnerships with embassies and cultural institutes.
Content between editions
Interviews with filmmakers, reviews, behind-the-scenes content and news about alumni films keep the community engaged online. See how to repurpose one piece of content across channels.
A strong submissions season
A year-round presence attracts more and better submissions. The BSIFF case study reports a surge in high-quality film submissions. See how to build a film festival submission strategy for the filmmaker's view.
Make the festival itself stronger
All of this feeds the main event. See how to plan a film festival audience campaign and how to build an annual event that grows each year.
PR369's founder was Festival Director and Producer of the Black Star International Film Festival from 2019 to 2024. For the wider picture, see our complete guide to entertainment marketing in Ghana.
PR369's Entertainment Marketing service covers festival strategy, marketing and partnerships. Email info@pr369.com with your festival and goals. We will begin with a strategy conversation.
