Movie promotion - Eiga Senden

...Film companies are successful based on box office success, that is, the number of audiences and box office revenue (and when a film loses its box office value, the film itself is "junked," that is, cut up (discarded), and its lifespan comes to an end). However, today we are seeing the spread of "films" into markets other than the box office through secondary and tertiary uses such as television broadcasting, video releases, and merchandising (film merchandising), and new video-related industries are being developed.
[Film Promotion and Film Criticism]
Film advertising is the activity of creating box office value by praising and communicating in every possible way the essence of the appeal of a film and everything surrounding it (the content and format of the film, the film company, the stars, the director, the theater, etc.). There is "production advertising," which is done during the production process from planning to completion of the film, "distribution advertising," which is done at the distribution stage after the film is completed, and "box office advertising," which is done after the screening contract with the theater is concluded and before the box office.

*Some of the terms used in relation to "movie promotion" are explained below.

Source | Heibonsha World Encyclopedia 2nd Edition | Information

…映画企業は興行成績，すなわち観客動員および興行収入によって完結する(そして〈映画〉は興行価値を失ったときに，そのフィルム自体が〈ジャンク〉される，すなわち裁断(廃棄)されて，その寿命を終える)が，今日ではテレビ放映，ビデオソフト化，マーチャンダイジング(映画マーチャン)等等，2次使用，3次使用の形で興行以外の市場への〈映画〉の拡散現象が見られ，新しい映像関連産業が開拓されている。
［映画宣伝と映画批評］
　映画および映画をめぐるすべて(作品の内容と形式，映画会社，スター，監督，劇場等々)の魅力の本質を，あらゆる形で称揚，伝達することによって興行価値を作り出す活動が映画における宣伝である。作品の企画から完成に至る製作過程に行う〈製作宣伝〉，作品が完成してから配給段階に行う〈配給宣伝〉，そして劇場との上映契約が成立してから興行に向かって行う〈興行宣伝〉がある。…

※「映画宣伝」について言及している用語解説の一部を掲載しています。

出典｜株式会社平凡社世界大百科事典 第２版について | 情報