Short-form, vertical videos – filmed in a 9:16 aspect ratio and designed for iPhone viewing – have fast become today’s global entertainment format phenomenon. Previously dismissed as low-value, this bite-sized content now forms a multi-billion-dollar industry which traditional film and TV producers can no longer afford to ignore.

Early development of a feature film can mean organising logistical aspects, timelines and budgets – but do you know how to use PR so that it can support this strategy from the beginning? Press and communication about a film doesn’t have to start on premiere day. Thoughtful, tactical PR placement can raise visibility, help secure financing and begin building an audience way before the camera rolls or the curtain goes up.

As the global market navigates shifts, financing barriers and tighter budgets combined with a tumultuous geopolitical landscape, there is a huge need to evolve models of production and packaging – e.g. coproducing with new territories – and making informed creative decisions – e.g. staying updated with changing audience behaviours – is paramount.

TV channels and streamers need to now more than ever assess their PR potential strategically to stand out. Broadcasters, channel groups and PSBs have a view that indies innately don’t have – access and authority across an entire ecosystem.