I heard someone say once that the hardest part of film distribution is marketing the film. You can either partner with a distributor or do self-distribution to get your film viewed. However, if you or the distributor hasn’t developed a marketing plan for your film, the views you get will only be organic—discovered through search or by recommendations.

Developing a marketing plan for your Christian film is second in importance in your distribution plan. The first being identifying your audience. Once you have done that, then you will want to create your marketing plan or partner with an agency or independent film marketer to help develop a plan. This will enable you to reach the broadest audience for your film.

Here is a framework that will help guide the development of the plan. Divide your film marketing plan into Pre-release, Release and Post-release Strategy and Tactics. The strategy is the outline that states the overall direction and goals. This should include your identified audience and how you want to position your film. The tactics are the specific plans that you will use to promote your film. As part of putting this plan together, it can be helpful to look at comparable films and how they were marketed.

Pre-Release

Your pre-release strategy and tactics sets the foundation. This is when you build momentum and create awareness. Start by establishing your film’s unique voice—what sets it apart from other faith-based films? Then, begin growing your online presence through a website, email list, and social media platforms. Tease your film through behind-the-scenes content, interviews, and early trailers.

Additionally, think about media partnerships, influencers, and early reviews. Can you secure interviews with Christian media outlets or guest features on faith-based podcasts? Consider engaging with other partners like ministries or churches that align with your film’s message and values to help spread the word before your film is even released.

Release

Once your film is released—or as you prepare for release—shift your marketing plan to your Release strategy and tactics. This is the time to launch targeted advertising, coordinate watch parties, engage press outlets for reviews, and amplify your message through every available channel. Use your email list to mobilize viewers and encourage them to share with others. Offer digital assets that churches or small groups can use to promote local screenings.

You will want to run paid campaigns on email lists, Facebook, Instagram, or YouTube, especially if you’ve already identified where your audience spends time online. Further engage with your partners to help promote the release of the film. Track your results and adjust your campaigns accordingly.

Post-Release

Marketing doesn’t stop after the premiere. Continue engaging your audience by posting updates, testimonies, reviews, and bonus content. Consider creating companion resources, such as discussion guides or devotionals, that will help extend the life of your film.

By intentionally developing your marketing plan alongside your distribution efforts, you’ll be setting your film up for success—not just in views, but in impact. A good story deserves to be seen, and a well-crafted marketing plan is how you help make that happen.