Succesfully marketing and Advertising something can be a tough job - when that soemthing is, in essence, an 'experience' it becomes even harder. When that 'experience is a personal journey into creativity then it strikes me as a lot like trying to market air.
Far too often the promotion of Filmmaking Education falls into a catagory of selling a 'product' rather than an experience. At the International film School Sydney, where I am Head of Technological Arts we're trying very hard Not to sell a 'product' but rather invite filmmakers to be a part of an experience. It's hard to say that without sounding like an ephemeral wanker but we're new enough to still think its true and possible. Its starts with simple things, not refering to our students as anything but 'filmmakers'; they are filmmakers the moment they enter the door. It extends into creating an environment focused Not on what cinema Has Been but rather what it IS and Will Be. It is distilled when the students feel an embedded sense of ownership both in the institution and in their own work. Subsequently, unlike virtually every film school in the world, every single student at IFSS makes at least 4 films of their own as writer/diretcor, rather than simply being part of a crew on someone elses film. As a result over the next 3 months we'll be making over 40 short films. An intense period of productivity by any measure.
My instinct saids you sell an experience by embedding the experience, rather than the product or end goal, into the curriculum and the creative process.
