What Is A Press Book?
When browsing our collection of original movie stills, you may come across the term Press Book, or Press Kit. But, what is a Press Book and what role does it play in film distribution and promotion?
In the realm of film marketing and distribution, a Press Book (also known as a Press Kit), plays a significant role in shaping how a film is presented to the public, the media and industry professionals.
It is a carefully selected package of promotional materials that communicates the identity, the appeal and the story behind the film. It is an essential tool in the broader strategy of generating awareness, interest and media coverage.
By way of example, we are going to use Twentieth Century Fox’s Press Book for George Lucas’ Star Wars. This is a twelve page black and white document, produced for distribution in the United States, prior to the film's May 1977 release.
A Press Book is a collection of promotional content designed to provide journalists, critics, festival programmers and other media professionals with everything they need to write about or publicise a film.
Traditionally they were distributed in physical form, but are now more likely to be distributed digitally as a PDF or via secure press portals.
A typical Press Book may include:
- Synopsis – A brief summary of the film’s plot, often in short and extended versions
- Director’s statement – Insight into the creative vision and purpose behind the film
- Cast and crew bios – Background information on the principal talent and production team
- Production notes – Behind-the-scenes information, shooting locations, themes, or challenges
- Movie and Promotional Stills – High-quality images for use in articles and promotional coverage
- Credits list – A full rundown of the film's key personnel and production companies
- Technical specs – Runtime, format, aspect ratio, language, and other relevant data
- Festival or release information – Screening schedules, premiere details, or distribution partners
- Exploitation Ideas - How the media outlet might encourage readers and viewers to engage with the film
- Movie Posters - copies of the key art being used to promote the movie.
What Is Its Role?
The primary role of the press book is to shape the narrative around a film, providing context, framing its artistic or cultural value and enabling media outlets to cover it consistently and in a manner that will be appealing to the film’s target audience. It functions as both a resource of information and as a persuasive marketing tool.
Press books are vital during:
- Film festivals, where programmers and journalists need quick access to detailed materials.
- Theatrical releases, where local and national media need resources for interviews and reviews.
- Award campaigns, where a film's story, intent and merits need to be clearly communicated to voters and the press.
Ultimately, the Press Book enhances the visibility and credibility of a film by ensuring that those who write about it have a consistent and appealing set of materials.
Who Sends It, and to Whom?
Press books are typically created and distributed by the film’s producer, distributor, or public relations (PR) team. For independent films, it might be the responsibility of the film-maker themselves, a small marketing team or even the company that has acquired local distribution rights for the movie. For films from large movie studios, a dedicated press or marketing department handles its creation and circulation.
They are sent to:
- Journalists and film critics, to support reviews and articles
- Festival programmers, to inform selection decisions and press coverage
- Film distributors, to help assess market potential and promotional fit
- Broadcasters and streaming platforms, for internal evaluation and marketing planning
- Award bodies, such as the Oscar's Academy or BAFTA, to support nomination campaigns
With the rise of digital platforms and online journalism, press books are now often accompanied by electronic press kits (EPKs), which include video interviews, film footage and trailers.
In the competitive world of film promotion, a well-prepared press book is more than a formality, it’s a strategic asset crucial to generating audience interest. By presenting a cohesive, professional image of the film and its creators, a Press Book helps drive buzz, coverage and ultimately the film’s box office success.
P.S. The Star Wars fans among you may notice that the press book we have used in this article, shows the Brothers Hildebrandt image on the film's posters. This has startled us. The common understanding is that Tom Jung's artwork, as seen on the Star Wars 'Style A' movie poster was used for the U.S, market, with the Hildebrandt's imagery only appearing for a short time on the U.K. Quad, before being replaced by Tom Chantrell's artwork. A real mystery and after some further research, perhaps the topic of a later blog post!
