| The main area of focus is the importance of digital marketing campaigns and the use of social media platforms in media message communication for film festivals in the United States today. The study examined three New York City film festivals. Two of the film festivals are run by students, and one is run by a professional organization. The student run festivals are: Long Island University's Big MINI Media Festival and New York University Tisch School of the Arts' First Run Film Festival, and the professional festival is Tribeca Film Festival. Analysis was conducted regarding the social media platforms used by the three film festivals for their digital marketing campaigns. The social media platforms used for the data analysis are: Facebook, Instagram, Twitter, Snapchat, YouTube, and LinkedIn. The theories of Edward L. Bernays are used to examine how they apply to film festival digital marketing campaigns.;Production: The production book is a record of the 2017 Big MINI Media Festival that is run by Long Island University students from the Media Arts Department. A narrative of the festival walks the reader through the different phases of the event. Included are details of the organization processes used to develop the festival. An example of the postcard, flyer, and brochure used for promotional activities are provided. The book showcases and highlights the specific tasks performed by the student support team. The major concerns and suggestions are also put forth for future reference and success of the festival. |
