The Impact and Implementation of Public Relations Strategies in Modern Film Promotion

Xiwen Yang

doi:10.54254/2754-1169/2025.BL28818

Advances in Economics, Management and Political SciencesOpen access

The Impact and Implementation of Public Relations Strategies in Modern Film Promotion

Research Article

Open Access

The Impact and Implementation of Public Relations Strategies in Modern Film Promotion

Xiwen Yang ^1*

¹ Ready Global Academy

^*Corresponding author: yqwviolet@gmail.com

Published on 28 October 2025

AEMPS Vol.233

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-485-4

ISBN (Online): 978-1-80590-486-1

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Abstract

The current film and television industry is thriving, with movies being the most representative form that has always received attention. In the past, public relations in the film industry was limited to hosting premieres and issuing press releases. Nowadays, public relations in the film industry is no longer limited to basic administrative assistance, but has developed into a strategic field. It fundamentally shapes the audience's perception of the movie, promotes word-of-mouth dissemination, and enhances brand value in the long run. Not only that, public relations work starts from the script creation stage and continues even after the movie is released. The PR team not only creates topics. It will also help the production team gain a deeper understanding of the changing trends in audience values, such as focusing on sustainability, diversity, or corporate ethics issues. Then integrate these values into the public relations story. This continuous two-way interaction makes public relations a "dynamic feedback loop" between the film industry and the audience.

Keywords:

public relations, movie marketing, managing public perception, media relations strategic messaging

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References

[1]. Motion Picture Association (2023). Global Film PR Benchmark Study. MPA Press.

[2]. Motion Picture Association (MPA). (2023). Theatrical & Home Entertainment Market Environment.

[3]. Hudders, L. et al. (2022). "Influencer Marketing in the Film Industry: Authenticity and Engagement." Journal of Advertising Research, 62(2), 123–140.

[4]. Chintagunta, P. K., Gopinath, S., & Venkataraman, S. (2021). "Social-media word-of-mouth and motion picture success." Journal of Marketing Research, 58(3), 456–474.

[5]. de Valck, M. (2023). Film Festivals: History, Theory, Method, Practice. Amsterdam University Press.

[6]. Carù, A., & Cova, B. (2021). "Experiential Consumption: A Critical Perspective." Journal of Marketing Management, 37(13–14), 1207–1230.

[7]. Tate Modern. (2022). Cinema Expanded: Film, Art, and Immersion 2000–2022. Exhibition Catalogue

[8]. Deloitte. (2022). Digital Media Trends Report.

[9]. EventTrack. (2023). Experiential Marketing Benchmarks 2023. Event Marketer.

[10]. Nielsen. (2022). Branded Content & Trust Study.

[11]. Smith, R. (2023). Public Relations and Digital Engagement in the Entertainment Industry. Routledge.

[12]. Edelman, R. (2023). Trust Barometer Special Report: Brands and Entertainment. Edelman (Print ed.).

[13]. Statista. (2023). Share of U.S. moviegoers engaging in repeat streaming by type of marketing campaign.

[14]. Coombs, W. T. (2021). Crisis Communication and Public Relations: Theory and Practice. Wiley.

[15]. Variety. (2023). Barbie Experiential Pop-Ups Drive Social Mentions.

[16]. Pew Research Center. (2023, Month Day). Title of the Report. Pew Research Center. [URL]

References

[1]. Motion Picture Association (2023). Global Film PR Benchmark Study. MPA Press.

[2]. Motion Picture Association (MPA). (2023). Theatrical & Home Entertainment Market Environment.

[3]. Hudders, L. et al. (2022). "Influencer Marketing in the Film Industry: Authenticity and Engagement." Journal of Advertising Research, 62(2), 123–140.

[4]. Chintagunta, P. K., Gopinath, S., & Venkataraman, S. (2021). "Social-media word-of-mouth and motion picture success." Journal of Marketing Research, 58(3), 456–474.

[5]. de Valck, M. (2023). Film Festivals: History, Theory, Method, Practice. Amsterdam University Press.

[6]. Carù, A., & Cova, B. (2021). "Experiential Consumption: A Critical Perspective." Journal of Marketing Management, 37(13–14), 1207–1230.

[7]. Tate Modern. (2022). Cinema Expanded: Film, Art, and Immersion 2000–2022. Exhibition Catalogue

[8]. Deloitte. (2022). Digital Media Trends Report.

[9]. EventTrack. (2023). Experiential Marketing Benchmarks 2023. Event Marketer.

[10]. Nielsen. (2022). Branded Content & Trust Study.

[11]. Smith, R. (2023). Public Relations and Digital Engagement in the Entertainment Industry. Routledge.

[12]. Edelman, R. (2023). Trust Barometer Special Report: Brands and Entertainment. Edelman (Print ed.).

[13]. Statista. (2023). Share of U.S. moviegoers engaging in repeat streaming by type of marketing campaign.

[14]. Coombs, W. T. (2021). Crisis Communication and Public Relations: Theory and Practice. Wiley.

[15]. Variety. (2023). Barbie Experiential Pop-Ups Drive Social Mentions.

[16]. Pew Research Center. (2023, Month Day). Title of the Report. Pew Research Center. [URL]

Cite this article

Yang,X. (2025). The Impact and Implementation of Public Relations Strategies in Modern Film Promotion. Advances in Economics, Management and Political Sciences,233,1-8.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-485-4(Print) / 978-1-80590-486-1(Online)

Editor: Lukášak Varti

Conference website: https://2025.icftba.org/Bratislava.html

Conference date: 12 December 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.233

ISSN: 2754-1169(Print) / 2754-1177(Online)

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