Online distribution, VOD, day/date screening, transmedia and of course the threat of piracy are all part of the new film PR frontier.
The Raindance website is currently undergoing a revamp and I am revisiting our marketing and PR strategy. The author and marketeer Jeff Bullas highlighted several key factors in his excellent blog. A survey of nearly 2,000 companies rated the optimised press release as the most effective way to release news. Optimizing press releases for news search engines is now called "SEO-PR".
This is where it is all starting to happen. The new PR tools that relate to marketing in general pretty much all pertain to a successful film launch.
Read: The 3 New Tools Of Film PR