How to Plan a Film Festival Audience Campaign
A festival campaign identifies the different audiences the festival needs, gives each a reason to attend, publishes the programme early enough to plan around and makes booking and attending easy.
A film festival audience campaign should identify the different groups the festival needs, such as general audiences, film lovers, students, industry professionals and partners, and give each a specific reason to attend. It should publish the programme early enough for people to plan, make booking simple and keep communicating until the last screening.
For festival organisers in Ghana, the audience is rarely one group. A campaign that speaks to everyone in the same way often reaches no one particularly well.
Define the festival's audiences
List the groups whose attendance matters and what each wants:
- General audiences want an enjoyable experience and films they would not otherwise see
- Film enthusiasts want the programme, guests and discussions
- Students and young creatives want learning, access and inspiration
- Industry professionals want networking, markets and opportunities
- Partners and sponsors want visibility and a relationship with these audiences
Decide which groups are priorities for this edition.
Give each audience a reason to come
Shape programme elements and messages for each group. A workshop series may attract students; a premiere with the director present may attract enthusiasts; a networking session may attract professionals.
Our Black Star International Film Festival work included BSIFF EDU, which the case study reports inspired more than 3,000 young creatives, and Shorts on Shorts, designed to engage Gen Z audiences. The 2024 edition recorded sold-out screenings with more than 1,500 attendees.
Publish the programme early
People need time to plan. Announce the dates and headline elements first, then the full programme with enough time to choose screenings and book. Make the programme easy to browse on a phone, with clear times, venues, running times and any age guidance.
Make booking simple
Test the ticketing or registration journey on a phone before promotion begins. Explain prices, passes, free events and any capacity limits clearly. Send confirmations with practical information.
Use partners and communities
Film schools, cultural organisations, embassies, community groups and sponsors can each introduce the festival to their networks. Give them ready-to-share materials and specific information relevant to their audiences.
Engage the media
Offer journalists the programme, interviews with programmers and visiting filmmakers, and accreditation. Highlight stories that will interest each outlet's audience, such as a local premiere, a visiting director or a youth programme.
Keep communicating during the festival
Share daily highlights, remind people about upcoming screenings and announce any changes promptly. Encourage attendees to share their experience and feature their responses where appropriate.
Build membership and loyalty
A festival that returns each year benefits from a relationship with its audience between editions. The BSIFF case study notes that the membership programme was relaunched in 2022 to secure financial support. Membership, newsletters and year-round screenings keep audiences engaged.
Review the edition
Compare registrations, ticket sales and attendance by audience group. Collect feedback and note which programmes and messages drew people in. Use those findings to plan the next edition.
PR369's Entertainment Marketing and Events and Experiences services cover festival strategy, programming, promotion and delivery. Email info@pr369.com with your festival, its dates and the audiences you want to reach. We will begin with a strategy conversation.
