The Movie Marketing & Distribution Podcast

"Know how you're going to market your film from day one." Markian Tarasiuk, Director, Hunting Matthew Nichols
How do you take a $275,000 independent film from a 12-day shoot to more than 1,000 cinema screens across North America?
In this episode, Alex Stolz speaks with Markian Tarasiuk about the release strategy behind Hunting Matthew Nichols — a genre-bending true-crime-style horror film that bypassed the traditional distribution playbook and went directly to exhibitors.
Markian breaks down the realities of self-distribution at scale, including:
why the team turned down conventional distribution deals
how they built their marketing strategy years before release
creating an audience-driven campaign blending ARGs, social storytelling and organic engagement
working directly with cinema chains and the Fithian Group
the economics and pressures of theatrical releasing
what filmmakers should understand about audience, conversion and theatrical today
The conversation also explores the wider challenges facing independent film distribution, from discoverability and marketing spend to the shrinking window for theatrical word-of-mouth.
A candid and practical discussion about what it really takes to release an independent film theatrically in 2026.
Powered by usheru, helping film distributors connect audiences with the films they love: www.usheru.com

About Markian Tarasiuk
Markian Tarasiuk is a Ukrainian Canadian actor, director, and producer working across film and television. As an actor, his credits include Surface, Virgin River, Blue Skies, and There's Someone Inside Your House, with nominations from both the Canadian Screen Awards and UBCP/ACTRA.
He made his feature directorial debut with Hunting Matthew Nichols, a genre-bending mystery-thriller that blends true crime and found footage. The film was independently produced and theatrically released widely across North America, positioning Tarasiuk as part of a new wave of filmmakers taking a hands-on approach to both storytelling and distribution. Through both his work on screen and behind the camera, he continues to develop projects that push genre and audience expectations.

About Alex Stolz
Alex Stolz is Founder of Future of Film and Head of Audience at usheru, working at the intersection of storytelling, audience and ownership. His background spans leading audience strategy at the BFI and developing data-driven approaches to audience growth across film and media.

What does it take to market films at scale in a fragmented, fast-moving landscape?
In this episode of the Marketing & Distribution Podcast, Alex Stolz speaks with Linda Fiolka, Head of Marketing at Constantin Film, one of Germany's leading production and distribution companies operating across the full value chain, from development and production through to theatrical, streaming and world sales.
Linda shares how Constantin approaches audience strategy, from early-stage script involvement to campaign execution across theatrical and digital. The conversation explores practical as well as big picture insights including:
• Why trailers and posters still matter
• How TikTok Spotlight is shaping fandom and discovery
• The challenge of platform fragmentation
• Community-building before and after release
• The balance between data insight and gut instinct
• Why being relevant, authentic and bold is the key to marketing success in 2026
Linda also reflects on marketing franchises and IP, working with Gen Z audiences, and the realities of driving awareness and conversion in today's attention economy.
A practical and optimistic look at how a European independent, creative studio is navigating the evolving world of film marketing.
 
About Linda Fiolka 
Linda Fiolka is Head of Marketing at Constantin Film, one of Germany's leading production and distribution companies. She joined the company in 2010 and completed a dual study programme in Business Administration with a focus on Marketing while building her career within the organisation. After several years working as a Product Manager, she was appointed Head of Marketing in 2022.
Over the course of her career at Constantin Film, Linda has played a key role in the marketing campaigns for some of Germany's most successful and widely recognised titles, including the Fack Ju Göhte films, the Eberhofer series, and Das Kanu des Manitu, as well as the streaming and television productions Wir Kinder vom Bahnhof Zoo and Die Wannseekonferenz.

What actually happens to cinema screenings when a film receives an Oscar nomination or wins Best Picture?
In this episode of the Marketing and Distribution Podcast, Alex Stolz welcomes back leading film industry analyst Stephen Follows to unpack usheru-backed research into the real impact of awards on theatrical exhibition.
Drawing on multiple years of Best Picture data, the conversation examines how cinema screenings shift around Oscar nominations and the awards ceremony itself. Stephen explains why nominations tend to spread benefit across multiple films, while winning concentrates attention on a single title, creating a sharp but time-limited surge in screenings.
Rather than treating the "Oscar bounce" as a simple marketing effect, the episode reframes awards as a confidence signal within a structured, human decision-making environment, where exhibitors operate under tight constraints and short booking windows.
The discussion also explores why film size, release timing, and distributor readiness make such a difference, and why even with better data, awards season remains a high-stakes exercise in professional judgement rather than a predictable formula.
An essential listen for distributors, exhibitors, and marketers navigating awards season in today's volatile theatrical ecosystem.
To read Stephen's report head to https://stephenfollows.com/
About Stephen Follows
Stephen Follows is a world-leading film industry analyst whose research has been featured in almost every major newspaper and magazine, including The New York Times, The Guardian, and The Times. He is a consultant for Guinness World Records and the chairman of the Central Film School. Stephen's expertise is sought by major Hollywood studios, and he has taught producers, filmmakers, and students around the world.

In this episode, Alex is joined by two industry leaders with unparalleled insight into how films truly reach and resonate with audiences. Kevin Goetz, founder and CEO of Screen Engine ASI, and legendary studio marketer Bob Levin share the thinking, decision processes and real-world experience behind their new book How to Score in Hollywood.
Together, they discuss the realities of greenlighting, the role of audience understanding in shaping creative and commercial choices, and how the relationship between marketing, research and storytelling has evolved. From capability testing and concept clarity to the challenges of releasing films in today's fragmented environment, Kevin and Bob offer a grounded and highly practical look at what drives film success.
For anyone working in distribution, marketing or greenlightng, this conversation lifts the lid on how smarter decisions, stronger insights and clearer positioning help films connect and perform in an increasingly competitive marketplace.
About Kevin Goetz 
Kevin Goetz is the founder and CEO of Screen Engine, a global leader in entertainment research and strategy serving all the major film studios, television networks, and streaming services. Throughout his career, he has been at the forefront of Hollywood, having personally tested over 5,000 film titles, where his work significantly impacts how movies are made, marketed, and released. In 2024, Kevin received American Cinematheque's prestigious Power of Cinema Award for his contributions to the film industry. He is the author of two books: the bestselling Audience•ology: How Moviegoers Shape the Films We Love (Simon & Schuster, 2021), offering an inside look at the power of audience pre-release movie test screenings, and How to Score in Hollywood (Simon & Schuster, November 2025), exploring the secrets to success in the movie business. Kevin brings his expertise to life as the host of the popular podcast, Don't Kill the Messenger (Apple Top 100), and continues educating the filmmaking community through keynote speeches and global presentations. He has produced twelve TV movies, including the Emmy-winning Wild Iris, and the 2026 documentary Children in the Fire. A member of the Academy of Motion Picture Arts and Sciences, the Television Academy, and the Producers Guild of America, Kevin also serves on the boards of six nonprofit organizations. He currently resides in Beverly Hills with his husband, Neil, a producer and former creative advertising executive, and their labradoodle, Kasha.
 
About Bob Levin
Bob Levin is a legendary movie marketing executive, having for over two decades holding the position of president, worldwide marketing at first Disney, then Sony and MGM. As well as being a key member of each studio's greenlight committee, he led the advertising, publicity, promotion, and research programs that helped launch hundreds of films, breaking numerous box office records throughout his career. Bob came out of semi-retirement when Kevin Goetz invited him to join Screen Engine/ASI as president and chief operating officer, where he has played a pivotal role in the company's continued success. His first book, How to Score in Hollywood, cowritten with Kevin, reveals the secrets to a movie's success and profitability, exploring how smart, data-driven decisions—from development to release—help filmmakers minimize risks and maximize returns. Bob lives in Los Angeles with his wife, Hilda Wynn.

How can independent distributors build a sustainable future for world cinema in an era of content saturation and shrinking public support?
In this episode, Alex Stolz speaks with Meret Ruggle, Co-head of Trigon Film, the Swiss foundation and distributor that has spent more than three decades championing outstanding films from Latin America, Asia, Africa and Eastern Europe.
Meret shares how Trigon has developed a holistic and community-driven model for distribution,  combining theatrical releases, educational outreach and its own VoD platform Filmingo to extend the life of its films and connect directly with audiences.
The conversation explores:
Trigon's mission and the challenge of sustaining it amid the loss of key public funding

Balancing cultural purpose with commercial realities

Building direct relationships and trust with audiences

The evolving tastes of Swiss arthouse viewers

Lessons from a truly global approach to curation

A candid and inspiring look at what it takes to keep diverse storytelling alive - and why community, innovation and creativity matter more than ever in the world of film marketing, distribution and audiences.
 
About Meret Ruggle
Meret Ruggle is Co-head of the Swiss film distributor trigon-film. The film foundation has been releasing carefully selected films from Latin America, Asia, Africa and Eastern Europe since 1988 and runs its own DVD edition and the video-on-demand platform filmingo. Meret has been working for trigon-film for the last 12 years and is also involved in the Swiss Film Fund visions sud est, both as a member of the Board and an expert in the selection committee. Since 2024 she is also member of the board of the Winterthur Short Film Days (kurzfilmtage.ch).