Emma Jamieson, on her Reeling and Dealing Substack, just published the insightful: You’re not running a film release campaign — You’re building an ecosystem.

She reminds us it’s no longer 2015 and a funnel strategy no longer works:

What she recommends for 2026 is “a looped ecosystem continuously feeding audiences”:

She says what’s needed to accomplish this is:

• Audience Discovery
• Cultural Positioning
• A Conversation Hub
• A Conversion Engine

“In 2026, we build strategic content ecosystems and native communities, and the platforms decide who to show it to and if it’s worth showing. For filmmakers, studios, streamers and distributors, this changes how campaigns are designed from the start.”

She’s very generous with Resources and offers a cheat sheet on How to plan a social media content strategy for your film.

My take: as I said, very insightful! lol, my mental image of the long tail is now a dog chasing its tail — in an echo chamber….