Reach out to these influencers by developing meaningful, on-going relationships. Someone who mentions your movie acts as a recommendation—and if they do it more than once it’s very sincere promotion.
Be sure your movie will appeal to their readers and make sure you have something to offer. Have you got a nice piece of teaser artwork, some casting information, or just some thoughts on your key influences in cinema and pop-culture?
Don’t look to sell the movie in the first instance. Just let them know what you’re making and that you thought they might find it interesting—no strings attached! These are busy people who are being pitched all the time. Some of the best emails are the ones where you keep it short and just direct the blogger to a relevant page of your website. Remember, it’s not just about the coverage; these are possible fans, too.