SXSW 2025 is in full swing here in ATex. The traffic is crazy. The crowds are insane. It’s chaos.
But a good chaos. A chaos of excitement and expectation. What films will premiere? What indie gems can an audience see?
During the chaos my co-host Andrew and I had the pleasure of catching up with one of our favorite people—Cher Culver from Cher Culver PR. Our conversation was a powerful reminder of just how essential great PR is for indie filmmakers navigating the festival circuit.
For independent filmmakers, getting a film into a major festival is a dream come true. Festivals like Sundance, SXSW, and the Austin Film Festival provide an incredible platform to showcase your work, connect with industry professionals, and potentially secure distribution deals. However, simply having a great film isn’t enough—you need the right people to see it. That’s where a public relations (PR) firm comes in.
And here is why!
1. Cutting Through the Noise
Film festivals are packed with hundreds of films vying for attention from critics, distributors, and audiences. Without a PR team advocating for your film, it’s easy to get lost in the shuffle. A good PR firm ensures that your movie stands out by crafting a compelling narrative around it and pitching it to the right journalists, influencers, and industry professionals.
2. Building Media Buzz
Reviews and press coverage can make or break an indie film’s success at a festival. PR firms have established relationships with key media outlets, from indie film blogs to major publications like Variety and The Hollywood Reporter. They help secure interviews, reviews, and feature stories, giving your film a better chance of making an impact beyond the festival circuit.
3. Maximizing Networking Opportunities
Festivals are not just about screenings—they’re about making connections. A PR firm can arrange meetings with potential investors, distributors, and production companies, ensuring that you’re not just attending the festival but actively leveraging it to propel your career forward. They also provide media training, so you can confidently navigate interviews and Q&A sessions.
4. Social Media & Digital Presence
In today’s digital world, a strong social media presence is essential. PR firms help manage your film’s online presence, creating buzz through strategic social media campaigns, influencer partnerships, and real-time festival updates. A well-executed online campaign can increase your film’s visibility and attract a wider audience.
5. Securing Distribution Deals
Ultimately, the goal of many indie filmmakers is to secure distribution. PR firms work behind the scenes to position your film as a must-see, increasing its chances of getting picked up by distributors, streaming platforms, or even studios. A well-publicized film with positive reviews and festival buzz is far more attractive to buyers.
Investing in Your Film’s Success
Hiring a PR firm for a film festival may seem like an added expense, but it’s an investment in your film’s future. With the right publicity strategy, your film has a greater chance of making an impact, getting noticed, and finding the audience it deserves. In the competitive world of indie filmmaking, a PR firm can be the difference between a festival screening and a successful film career.
As I navigate the crazy downtown traffic due to SXSW, I’m actually going to miss the chaos when the festival wraps. The energy. The excitement. The amazing people, films and music. Congrats to all of you who came down to enjoy the fest. And congrats to the behind-the-scenes PR professionals that help filmmakers of all walks of life get their films in front of an audience.