Context is how you determine the meaning of a new word. If you know the other words in a sentence with a strange word you can likely figure out what that word means with some accuracy. Likewise context can help an audience make room for a new movie in their psyche. The kind of movie is it, what can be expected, what the subject matter is, where it fits in the pantheon of film.

Most major studio releases do not need to build context as it is built-in when they have stars, genre, and high concepts that are easy for an audience to digest. "It's a George Clooney movie." or "It's a horror movie." Your film will have none of those things so you have to build context to help people absorb the idea of your movie before they can even consider wanting to see it.

Independent movies of all stripes have traditionally used certain tactics to build context that are dependent on third parties, but there are also some things you can do on your own to help augment this effort.

Critics, Reviews

Critics do not just say whether they liked or disliked a film. In the reviews of many critics there is analysis of the story, theme and setting. A review of a western might include a passage about the history of the town the film is set in. A bio-pic about an obscure composer might go into some other aspects of their life the critic wished the film had gone into.

Instead of just leaving it to critics to give people more information on the surrounding issues and history of your storyworld, write your own articles that are interesting in themselves but also help illuminate what your movie is about in an indirect way.

Interviews, Junkets

For every movie released there are endless Q&As and interviews for anybody related to the making of the film. Everything an actor, director, or producer says in interviews adds to the body of knowledge about your movie (context). Most interviews will be looking for gossip but a few dig deep into the substance of the film asking probing questions. Those that ask in-depth questions and use the answers in the pieces they write or air about your film can help people that are new to the idea of your movie to come to comprehend it better and thus be able to consider actually seeing it.

Instead of hoping there are intelligent journalists in the world that would want to do this for you, interview whoever is most knowledgeable about the film: writer, director, producer and ask the questions great interviewers have asked other filmmakers you admire. Release the interviews on video or use them in articles you write yourself.

Novels, Source Material

It is not just Hollywood who adapts material from other media. Independent films are just as likely to be based on a novel as the big blockbuster of the moment. Many adaptations are so faithful that reading the novel is no more than reading a screenplay in prose form, but many novels go deep into characters' minds helping an audience enrich the experience of seeing the movie with insights otherwise unstated. This helps an audience better understand what the movie will be about without needing to see the film first.

Novels cost money to adapt but you do not have money. That does not mean a writer cannot replicate the concept. A novel based on your film would be a handy way to give people more of your storyworld without seeing the film. Short films, character blog posts, or character podcasts would also do the suffice.

News Stories, Behind the Scenes

Aside from interviews with cast and crew another way the media can help spread the word and build some context for your film is by telling behind the scenes stories. If you had a tough time shooting a particular scene, if an actor was arrested on the way to an audition, or if the director was in rehab while directing the movie the media probably would be interested in hearing your tale. More than anything journalist tell non-fiction stories, they do not just report information. If you have a compelling real-life story related to the making of your film it will help people relate to you as filmmakers and pique interest in your seeing your movie.

It is unpredictable whether any particular journalist will be interested in your story and, if they are, whether it will actually make it to air or print. Take it upon yourself to tell these interesting behind-the-scenes stories on a blog, podcast, or internet videos.

The way context has been created throughout the years can be effective but is often hit or miss. Worse it often has nothing to do with the quality of your film and more to do with luck: what is in the news at the time and a journalist's mood when you contact them. Take some initiative on your own and you can create similar benefits on your own.