In the past, when marketing was done well, it was completely
invisible to the viewer. Word of mouth and well-placed reviews were
enough to get people to see your film at a festival or (in the glory
days) to its theatrical exhibitions. Now, with more competition for
fewer festival slots (many fests scaling back due to loss of corporate
sponsors) and fewer distributors to buy films, the hustle of selling
films has become an increasingly public performance--as elemental to the
film as its plot synopsis.