This one’s not a surprise. The first thing filmmakers think of when they think about how they’re going to sell their movie is what high profile cast they can attach to the project. It’s also one of the first things major distributors say they’re looking for.
Cast has become much more important than it was a few years ago. It is also important when it comes to marketing. The cast members are very important in social media because they have fans. At least you’re starting with some core audience that wants to see this person’s new work. For example, Like Sunday, Like Rain as an example. The film stars Leighton Meester, Debra Messing and Green Day’s Billie Jo Armstrong. Between the three of them, they have over three million Twitter followers. So you’re able to reach—when they’re supportive, and in this case they are—three million people who are predisposed to being curious about those people.
In the case of Apartment Troubles, Jess Weixler and Jennifer Prediger, the writers, directors and stars of the film, were also very amenable to helping out with social media. Many times [the filmmakers have fantastic insight into particular scenes from the film or stories or outtakes or PR angles that happened during shooting. So the more we involve them in the process, the better the overall outcome is. It also didn’t hurt that the film featured supporting performances from Jeffrey Tambor, Megan Mullally and Will Forte.