Hey, it’s Jerrica.

Original movies aren’t failing because the movie’s aren’t good. They’re failing because of the marketing.

And that actually pisses me off this means less original stories get made which isn’t our (audiences) fault.

You have to make people WANT to go see your movie, scroll your feed, repost your video, comment and even talk about it.

People still care about new stories. They just don’t know they exist.

Studios are cutting the marketing teams, rushing the rollout, and wondering why no one shows up. It’s not an IP problem. It’s a strategy problem.

Studios need to market like creators.
Creators need to market like studios.

It’s not just about releasing the movie.
It’s about releasing the process.
Building belief. Creating demand. Early.

That’s what I’m breaking down in this issue. The real reason originals are flopping, and how to build buzz before it’s shared with the world.

Let’s get into it.

Here’s what’s inside this issue:

• How to build demand before you drop anything
  A step-by-step breakdown of what I’d do if I were launching a film or creative project — starting in pre-production.

• The Greenlight Gameplan
  Two rollout strategies: one for filmmakers, one for creators. Learn how to build in public, grow your audience, and create connection before launch.

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HOW TO BUILD DEMAND BEFORE YOU DROP ANYTHING

If I were working with Director Christopher Landon (pictured above),
I wouldn’t wait for the premiere to get people talking.
I’d start in pre-production.

The moment you get the call from your agent record it.
Pull out your phone. Film your reaction.
That’s the start of the story your audience will follow.

Then take us with you the first walk onto the studio lot, the story of how you landed the role, the pitch that got the greenlight.
Demystify the process.

Because making anything is hard. There are setbacks, rewrites, budget cuts, and creative risks and let us root for you through it all. Show us the scenes. The storyboards. The moment you picked the house or the city or the location and why.

Was it the light through the window? The silence on the street? The way it made you feel? That’s where belief starts. When your audience understands your “why,” they start rooting for your “win.” And when they feel like they’ve been part of the journey they show up for the outcome.

Storytelling isn’t just what’s on screen anymore.
It’s the strategy.
It’s how you make people care.

We’re in a behind-the-scenes era and the future belongs to those who know how to build in public.

THE GREENLIGHT GAMEPLAN

Create demand from day one. Build your content in public. Build your audience in the process.

FOR FILMMAKERS

Angle: Build your film like you’re building a community.

Insight:
The earlier people connect to the process, the more likely they’ll show up for the premiere.

Strategic Tactics for Filmmakers

1. Pre-Production = Belief Building

• Share the why: why this story, why now, why you?

• Post moodboards, playlists, references, casting thoughts

• Talk about how you got the project… take us to that first call or meeting

• Drop voice notes or journaling clips as you develop the vision

2. Production = Process Visibility

• Document set life: funny moments, emotional beats, the chaos and the wins

• Give space for the PA, DP, editor to be seen

• Treat your shoot like a docuseries and make it feel alive while it’s happening

3. Post-Production = Anticipation Layering

• Tease scenes, story arcs, score moments

• Share early reactions from your inner circle

• Post “the first time I watched the final cut” content

4. Pre-Launch = Audience Activation

• Run a countdown campaign

• Feature your collaborators and early supporters

• Host local screenings, invite your people, record it all

• Let fans create content with you i.e. reactions, edits, reviews

 Your Takeaways:

• Don’t just show us the movie.

• Show us the mission. Show us the movement.

• That’s what people show up for.

FOR CREATORS

Angle: Storytelling isn’t just for the product — it is the product.

Insight:
People don’t just want the end result.
They want to feel like they helped build it.

Strategic Tactics for Creators

1. Start with the Spark

• Tell the moment you realized this needed to exist

• Let people into the voice memo, the late-night idea, the why

• Talk about the gap in the world your project fills

2. Build in Public

• Share screenshots, first drafts, sticky notes on your wall

• Show the pivots, mistakes, what you’re still figuring out

• Let people give feedback so you can invite them in

3. Narrate the Journey

• Weekly updates or creator diaries: “Here’s what I learned this week”

• Celebrate small wins, share the rough spots

• Build a thread, a series, or a highlight reel as you go

4. Launch Like a Premiere

• Don’t just post a link! Make it an event!

• Go live, post your reaction, thank your people

• Build momentum that continues after launch not just one moment

  Your Takeaways:

• Connection converts.

• The more you document the journey, the more people will show up for the destination.

THAT’S A WRAP

With 12+ years in entertainment, I’ve co-written for TV, developed with Hello Sunshine, and led audience growth at Netflix. I help creatives turn big visions—like getting their own comedy special on Netflix or their own TV show about their life—into brand strategies, content plans, and monetization blueprints.

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