By Parker Huynh Benningfield, Bates Class of 2026

The hay is in the barn. The films have been chosen; the lineup is set, and the vision is clear. Now comes the equally important work: spreading the word.

With our mission statement as our compass and the festival poster as our calling card, promotion feels less like a marketing task and more like an extension of the festival itself. We know what we stand for, and the job is simply to share that with as many people as possible. Platforms like Instagram and Facebook have become the public square, the bulletin board, and the water cooler combined into one, and we lean into that fully. Regular Instagram posts featuring our invited guests and behind-the-scenes blogs documenting the planning process have been our main form of promotion.

But we don’t stop at the screen. One of our most meaningful promotional efforts was partnering with Alumni Engagement to host Mike Pavlic (’96), Amazon MGM’s talented head of creative advertising for theatrical motion pictures, who has graciously cut the festival trailer and designed the poster. Not only was it a privilege to have him contribute those elements, but getting to hear him speak about his time in the industry taught us a great deal.

“With our mission statement as our compass and the festival poster as our calling card, promotion feels less like a marketing task and more like an extension of the festival itself. We know what we stand for, and the job is simply to share that with as many people as possible.”

About 50 Bates alums and current students gathered online, during their lunch hour, to hear Mike speak. This wasn’t just a promotional appearance, it was a conversation about the impact of film and the intricacies of the business. It was discussion that reminds you why film festivals exist in the first place.

We also had the opportunity to present at Mount David, Bates College’s annual celebration of student scholarship and research. Standing in front of that audience to explain what the festival is, how it came together, and why we believe in it was, without question, the most energizing part of the entire promotional process. It pushed us to articulate our own excitement in new ways, and we hope it was as compelling to hear as it was to share.

Now that the end of the semester has arrived, our focus turns to maintaining that momentum — continuing the outreach and sharing more of the festival with you in the weeks ahead.  See you at the Festival.