Digital arts marketing: it’s time to go back to the future

It’s strange to think that only three years ago, at an Independent Cinema Office training day, the suggestion that cultural cinemas and film festivals could include movie trailers and behind-the-scenes videos on their websites was met with surprise – and some hostility. To use moving image as a tool for audience engagement as opposed to words and pictures, and to screen it online rather than under the optimal conditions of a big screen, constituted a shift in approach that some people found it hard to get their heads around.