An Examination of the Role of Public Relations in the Film Industry in Canada

The primary purpose of this thesis is to examine the role of public relations in the film industry in Canada. Additionally, this study focuses on promotional strategies used for Asian films in Canada and their effectiveness. The study utilizes a mixed-methods approach of secondary and primary research, including a literature review, interviews with film public relations practitioners, an online survey, and a case study of the movie Everything Everywhere All at Once. The research findings reveal that the main function of public relations in the film industry is to raise awareness and to drive audiences to see the films. The study identifies social media and word-of-mouth marketing as the most effective promotional tactics for Asian films. The study also finds the under-representation of Asian films in traditional media in Canada and suggests the need for change. This thesis provides insights for public relations practitioners in the film industry in Canada and individuals interested in promoting Asian films in Canada. The findings offer practical implications for public relations professionals to develop and to execute effective strategies that bring awareness and promote the films. Keywords: Public relations, publicity, two-way communication model, persuasive communication theory, media uses and gratification theory, social media, word of mouth, and Asian films