The selling of a film is so important that there are some bright industry figures who feel that a movie should be divided into two equal parts: the making of it and the marketing of it. I am not equipped to detail the latter. And the audience doesn’t, and shouldn’t, give a damn about it: A flick comes to your local, you go or you don’t, that’s it. But the selling is often more essential to the fate of the film than the quality of the film itself.
