People don't love also-rans. They want something unique, something worth talking about to friends. The kind of movie you can't help but mentioning in conversation.

To this end, creating the same film marketing paraphernalia that every other movie does isn't going to get people to see your film. You have likely been led to believe that film marketing is set in stone, but this is false. Many studios do tend to use the same methods but this is not a reason for you to follow suit. Movie trinkets, schwag, giveaways can be an important tool but only if you give it serious attention.

It's Boring

Did you know there are catalogs for movie schwag? You can shop for schwag like you would for Christmas gifts. Gifts that thousands of others will also give. You didn't get your screenplay out of a catalog so why would you want something as banal as catalog-based schwag. The point of this merchandise is to market the film not be thrown in the garbage after being scoffed at. Make unique schwag that is intrinsically related to the film.

It Costs Money

If you wanted to give out 10,000 branded keychains to promote your movie, you would have to pay for each and every one. If your keychains then became popular you would have to pay to make more. Don't give away things that cost money each new person you give it to.

People Don't Value Free

Indiscriminate giving out of goods generally devalues the stuff you give. You can't just give one to everyone you run into, you need to devise a way for the thing to be valuable otherwise the effort is all for naught.

Make Free Copies Instead

Why would you want to give away vast quantities of things that cost money to make? Each new one you give away is money spent. They might be cheap to design, but as you expand the expense never ends. Digital video, audio, music, photos and the like can be flawlessly copied indefinitely and each copy costs nothing. Give away stuff that can be copied for free: short films, extended scenes, songs, photos, images.

Sell The Physical Stuff

Don't underestimate the willingness of potential fans to pay for something that promotes your movie. Scarcity in itself is a way to increase interest in something and that may be enough to induce purchase. Also, limited giving away to particular taste makers may help. The plain act of getting them into retail establishments fulfills a marketing function even if none are purchased.

As indie filmmakers we can't rely on methods that are employed by studios with vast marketing dollars. Just as you create a film that is remarkable and unique, you must also create a similarly creative way to reach people, build interest in the film and get people to see it. Use the subject matter of the film for inspiration, ask fans for help, solicit advice from artists, and remember that money is not the immediate goal but rather a way to get people to talk.