Promoting By Word-Of-Email

What’s the biggest obstacle to getting an audience for your indie movie? Okay, getting it into theatres, of course. But how to promote it to potential fans? There’s “a growing grass-roots movement to promote independent movies and niche projects, particularly those about ethnic groups largely overlooked by mainstream productions” through e-mail. “Community activists for years have used the Internet to promote niche projects, and that strategy is helping boost a trend toward underground marketing tactics to promote films. That is particularly attractive to independent filmmakers with limited budgets.”