{"id":1424,"date":"2025-09-28T22:43:28","date_gmt":"2025-09-28T22:43:28","guid":{"rendered":"https:\/\/goodmeasureproductions.com\/?p=1424"},"modified":"2026-05-26T15:52:35","modified_gmt":"2026-05-26T15:52:35","slug":"why-impact-producing-matters-sholeh-alemi-fabbri-on-marketing-canadian-film-in-playback","status":"publish","type":"post","link":"https:\/\/goodmeasureproductions.com\/staging\/5071\/why-impact-producing-matters-sholeh-alemi-fabbri-on-marketing-canadian-film-in-playback\/","title":{"rendered":"Why Impact Producing Matters: Sholeh Alemi Fabbri on Marketing Canadian Film in Playback"},"content":{"rendered":"\n

Industry feature article<\/h3>\n

Why Impact Producing Matters: Sholeh Alemi Fabbri on Marketing Canadian film in Playback<\/b><\/h2>\n<\/div><\/div>
<\/div><\/div>
\"Audience<\/span><\/div>

At <\/span>Good Measure Productions<\/b>, we believe that a film\u2019s story doesn\u2019t end when the credits roll\u00a0 - it\u2019s just the beginning. Our founder, <\/span>Sholeh Alemi Fabbri<\/b>, recently shared her insights with Jamie Casemore<\/a> for <\/span>Playback<\/b><\/a>, highlighting a truth that many in Canadian cinema are only starting to embrace: <\/span>great content needs great marketing to reach its audience.<\/b><\/p>\n

\u201cThere\u2019s a misconception that the U.S. makes better film and television content than we do,\u201d Fabbri notes. \u201cNo, they just have better marketing, it isn\u2019t better content.\u201d<\/span><\/p>\n

Beyond Traditional Film Releases<\/b><\/h2>\n

Traditionally, films follow a predictable path: a festival run, theatrical release, and then broadcast or streaming. While this approach works for some, it often limits a film\u2019s potential. Canadian audiences expect films to be accessible beyond opening weekend, but tight theatrical runs and limited promotion frequently stifle momentum.<\/span><\/p>\n

Sholeh\u2019s solution? <\/span>Impact producing.<\/b> This approach goes beyond marketing a film\u2014it\u2019s about creating engagement, building partnerships, and giving audiences the tools to take meaningful action. Whether socially, politically, or simply through word of mouth, impact producing ensures a film continues to resonate long after its premiere.<\/span><\/p>\n

Case Study: <\/b>Plastic People: The Hidden Crisis of Microplastics<\/i><\/b><\/h2>\n

Good Measure Productions\u2019 work on <\/span>Plastic People<\/span><\/i>, a documentary exploring the dangers of microplastics, illustrates the power of early, strategic impact campaigns. By bringing in <\/span>18 impact partners<\/b>\u2014including the Break Free From Plastic, Plastic Pollution Coalition and Environmental Defence\u2014Good Measure helped the film reach audiences worldwide. You can see the f<\/a><\/span>ilm\u2019s impact report (phase 1) here<\/span><\/a>.<\/span><\/p>\n

This campaign wasn\u2019t a one-off; it\u2019s ongoing, demonstrating how engagement can be maintained long after traditional release cycles end.<\/span><\/p>\n

The Importance of Early Engagement<\/b><\/h2>\n

Sholeh emphasizes that introducing audiences to a film early in its lifecycle is key. Ideally, audiences should encounter a film <\/span>10\u201312 times<\/b> across social media, screenings, and events.<\/span><\/p>\n

For narrative features like Game Theory Films' <\/a><\/span>Darkest Miriam<\/span><\/i><\/a>, Sholeh and her team created campaigns that found unconventional touchpoints\u2014targeting librarians and screening in libraries\u2014to amplify engagement without requiring massive budgets.<\/span><\/p>\n

\u201cBecause we did that screening at the reference library, we had other libraries reach out about doing screenings,\u201d Sholeh explains. \u201cIt\u2019s a lot of work, but it\u2019s not a huge spend for what you\u2019re getting out of it, and it can take on a life of its own.\u201d<\/span><\/p>\n

Marketing as Part of the Film\u2019s Lifecycle<\/b><\/h2>\n

From documentaries like <\/span>Last of the Right Whales<\/span><\/i> to narrative features like <\/span>Stupid For You<\/span><\/i>, Good Measure Productions champions the idea that <\/span>marketing is part of filmmaking<\/b>, not an afterthought. By prioritizing early engagement, strategic partnerships, and creative campaigns, Canadian films can reach audiences in ways that match the impact of U.S. releases\u2014without sacrificing the integrity of the storytelling.<\/span><\/p>\n

As Sholeh puts it: \u201cWithin the narrative space, people are starting to switch on to the idea that typical, traditional output isn\u2019t necessarily going to find an audience. But bringing in an added level of interest, impact, or partnerships can actually drive that.\u201d<\/span><\/p>\n

\u00a0<\/span><\/p>\n

 <\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Featured in Playback, Good Measure Productions amplifies films\u2019 reach through strategic, impact-driven campaigns.<\/p>\n","protected":false},"author":1,"featured_media":1426,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[148,73],"tags":[],"class_list":["post-1424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-impact-campaign","category-press"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/goodmeasureproductions.com\/staging\/5071\/wp-content\/uploads\/2025\/10\/krists-luhaers-AtPWnYNDJnM-unsplash.jpg?fit=2400%2C1600&ssl=1","jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/posts\/1424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/comments?post=1424"}],"version-history":[{"count":5,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/posts\/1424\/revisions"}],"predecessor-version":[{"id":1622,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/posts\/1424\/revisions\/1622"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/media\/1426"}],"wp:attachment":[{"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/media?parent=1424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/categories?post=1424"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goodmeasureproductions.com\/staging\/5071\/wp-json\/wp\/v2\/tags?post=1424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}