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As the independent horror scene continues to explode, Michael Joy, founder of the premier horror PR firm Marketing Macabre, is blowing the whistle on a common industry misconception. In a new video released on the YouTube channel Perception Is Reality, Joy breaks down a harsh truth for creators: securing a distribution deal is only half the battle, and often, it’s the easiest part.
The video, titled “Distribution Does Not Mean Marketing,” addresses the growing trend of distributors providing the “absolute minimum” marketing support—if they provide any at all. Joy argues that while a distributor can place a film on major streaming platforms, they rarely have the incentive to spend significant capital on promoting individual indie titles unless they are guaranteed hits.
“A lot of filmmakers only see their movie as a single piece of art, but we see it as a business,” says Michael Joy. “The core marketing of your film needs to happen six months before and six months after its release. If you rely solely on your distributor to find your audience, your film is at high risk of falling into the depths of obscurity”.
Key takeaways from the video include:
The “Minimum Effort” Reality: Why many distributors do not allocate budgets for PR or social media ads for indie acquisitions.
The Importance of Branding: How to transition from being “just a filmmaker” to building a recognizable horror brand.
Taking Control: Actionable steps for filmmakers to generate their own momentum through targeted press releases and genre-specific visibility.
Marketing Macabre has established itself as a “one-stop-horror-shop,” offering specialized solutions for filmmakers including press release distribution to top-tier horror outlets like Horrornews.net and IMDb, banner ads, and custom promotional campaigns designed to reach the most devoted fan base in entertainment.
Watch Perception Is Reality YouTube channel
About Marketing Macabre:
Marketing Macabre is a boutique public relations and digital marketing entity specializing in the horror genre. Led by industry veteran Michael Joy, the firm provides aggressive grassroots strategies and modular marketing plans to ensure independent horror projects get the visibility they deserve.
Contact Michael Joy | Email: joyhorror@msn.com
