How to Write a Press Release for a film / series
(Meme by The Office – NBC)
Press releases remain one of the most effective tools in film and TV publicity. Whether you’re launching a new series, announcing a premiere, or sharing festival news, a well-written press release helps journalists, broadcasters, and partners pick up your story quickly. We have been working with journalists for over a decade, and we help entertainment companies deliver the best information and files possible.
Journalists possess the knack for creating fun stories out of raw data. With access to rich and reliable sources of information, they can produce well-informed and accurate pieces that not only draw attention but also encourage actually watching new releases. Mathematically speaking, better access to content equals better curated articles plus attention to those new releases. Adding to that, a steady stream of official information regarding your new shows ultimately leads to more journalists writing about them. Who doesn’t love to get the info straight from the source?
But what actually makes a good entertainment press release and how should you structure it so it works for both journalists and modern PR tools?
What Is a Film or TV Press Release, essentially?
A press release is an official communication from a company that is sent to journalists, critics, and media outlets. Nice, however in the entertainment industry, it’s used a little differently, as it’s to announce and promote new films, series, or episodes. Unlike your run-of-the-mill 30 second social media post or marketing emails, a press release is written in a professional, news-style format and is designed to be picked up quickly and published.
Key uses include:
Announcing a film premiere or new season
Sharing casting news or production milestones
Promoting festival screenings or award nominations
Distributing trailers, posters, and press kits to the media.
Best Practices for Writing a Film or TV Press Release
Writing a good press release is often confusing, but there is a golden ratio the majority of entertainment companies use. It’s simple, straightforward and extremely informative. It usually follows this structure:
1. Lead With a Strong Headline
Start off with a nice Headline. It should clearly state the news. You can begin with some solid formats and industry standards, depending on what your release is about:
Classic announcement:
| Title | Premiere / Release | Where | When |
|---|---|---|---|
| New Nordic Noir Series | Premieres | On SVT Play | October 15th |
| Documentary “Voices” | Debuts | at Sundance Film Festival | this January 2025 |
A two-row table listing titles, release type, location, and date.
Emphasis on format / genre:
| Format / Genre | Title | Launch Context | When |
|---|---|---|---|
| Romantic Comedy | Love in Lisbon | Hits Cinemas Nationwide | This Summer |
| True Crime Series | Cold Truths | Joins HBO Max Lineup | in November |
A table listing formats, titles, launch contexts, and timing.
Emphasis on creators / producers:
| Studio / Distributor | Announcement | When (if relevant) |
|---|---|---|
| Warner Bros. Discovery | Announces New Docuseries “Earth Uncovered” | for Global Release |
| Storytel | to Launch 10 New Audiobook Originals | in Spring 2025 |
A table showing studio or distributor
Emphasis on team / cast / crew:
| Cast / Crew | Project | When |
|---|---|---|
| Emma Stone | stars in The Glass Garden | Releasing in Theaters March 7 |
| From Acclaimed Director Jane Doe | Comes Silent Waters | Premiering on Netflix April 10th |
A table listing cast or crew members, their projects, and release details.
Special Award / Festival Selection announcements:
| Who | Selected / nominated / wins | What |
|---|---|---|
| Thriller Night | Selected for | Berlinale Panorama 2025 |
| Indie Film Running Wild | Wins Audience Award | at SXSW |
A table listing awards, nominations, and selections by project.
⚠️ What to avoid:
Vague teasers: “Big surprise coming this fall!” → no value for journalists.
Overhype without info: “The most exciting series of the year…” (journalists want facts first).
Actor-only teasers: “Guess who’s starring in this new series?” (save that for marketing campaigns, not press releases).
2. The 5 Ws are your best friend, answer them immediately
Ok so we have a punchy title that isn’t teasy or click-baity. It’s peaked a journalists interest, now it's time to serve them with the essentials up front, the 5 Ws:
Who is behind the project? Highlight the key players. From well-known stars to rising talent. Mention the actors, director, producers, or writers, and reference notable past projects/films to build context and further credibility.
E.g. Directed by acclaimed filmmaker Lina Andersson (The Silent Shore), the film stars Ola Rapace (Skyfall) and newcomer Ella Bergström in her first leading role. Produced by Nordic Light Studios, known for their award-winning crime dramas.
What is being released? Provide a concise description or synopsis of the release. Include the title, genre, and a short overview of the story or concept so journalists can instantly grasp the angle.
E.g. Northern Nights is a six-part Nordic noir thriller set in a remote Arctic town where the disappearance of a young girl unravels a decades-old secret. The series blends mystery, suspense, and psychological drama.
When will it be available? State the release date clearly. If relevant, add regional time zones or staggered release details so media in different markets have the correct information.
E.g. The series premieres Friday, February 21, 2025, with all six episodes available to stream from 00:00 CET / 6:00 PM EST (February 20).
Where can it be seen? List the platforms, networks, festivals, or countries where the release will be available. Journalists want to know exactly how and where audiences can access it.
E.g. Northern Nights will be available exclusively on Viaplay across the Nordics, UK, and the Netherlands, and later on HBO Max in Central Europe.
Why does it matter? This is your chance to add personality. Explain why the release is exciting, unique, or culturally relevant. A strong “why” gives journalists a reason to cover your story and audiences a reason to care.
E.g. Tackling themes of isolation and justice in the digital age, Northern Nights brings a fresh perspective to Scandinavian storytelling. The series combines cinematic visuals with complex characters, continuing the global appetite for high-quality Nordic thrillers.
3. Use Quotes to Add Personality
If you have them, its always great to give the release more of a personal and close touch, so you can and should include quotes from directors, producers, or lead actors. Quotes can make the story more relatable and more likely to be picked up.
4. Add Rich Media (I can’t stress this enough)
Content is King. Attach or link to trailers, high-resolution stills, posters, and behind-the-scenes shots. Journalists expect visual material to accompany entertainment press releases. The more you provide within attached content the better. This limits and controls better the creatives that writers can use, making it both easier for them to share, and better control for the imagery shared.
5. Keep It Short and Professional
One page is usually enough. If journalists need more detail, they can always email you, use your press kit or Media Center.
👀 Pro Tip: Let Key Contacts Watch It First
If you have a screening or preview of your new release, even better! Give selected journalists, critics, or partners restricted access to watch it before launch. Guard it behind a login wall, watermark it, or limit viewing by country to protect your content.
This can build buzz ahead of release and also helps journalists create more authentic coverage based on firsthand viewing, instead of onlu relying on the press release.
How to Include Videos and Images
For film and TV PR, visuals are just as important as text. Always include:
A trailer or teaser (link, embed, or even better attach it to the press release)
Official stills and poster artwork, in different formats. Square, Landscape and poster are the three classics.
Cast and crew images when relevant.
Avoid attaching large files to emails. Instead, link to a digital press kit or Media Center where everything is organized, downloadable, and up to date.
Building Your Media List & Keeping it compiled
If you work in PR or are just getting started with your first press release, you will soon come to realize you may have dozens of lists of contacts, and it is sometimes, very hard to keep track of what is what, who is who, who has already received information, who is missing it, and so, so much more. Even the best press release won’t land if it doesn’t reach the right people. Maintain an updated list of:
Journalists and critics covering film and TV
Festival programmers
Buyers and broadcasters
Influencers and podcasters in your niche
Tools like Media Centers and digital PR platforms help centralize this distribution so you’re not juggling email threads and drive links.
Measuring Success
Sometimes it may feel overwhelming to judge the sucess of a press release, but there are a few concrete metrics you can get a good gist of the impact:
Pickups in media outlets: Have articles been written about this topic?
Social media mentions: Are people using the images from your press release on social media? Are people using specific hashtags of a new movie? What is the discourse online?
Traffic to your press room or Media Center: Hard numbers, a bump in traffic, tracking to a specific page.
Journalist engagement from emails sent (opens, clicks, downloads): Sent an email notification to your contact list? See who clicked, dowloaded your media and more.
Modern PR tools also provide analytics on who viewed your release and which assets were downloaded.
Summary FAQs
What is a film press release?
A film press release is an official news-style announcement about a movie. It’s sent to journalists, critics, and media partners to generate coverage and includes key details plus visual assets.
How long should a TV press release be?
Most TV or film press releases fit on a single page. Focus on the essentials and the most straightforward information. Journalists don’t want to (and do not have the time) to read three pages of background.
Should I include the video in my press release?
Yes! Journalists expect trailers or teasers. Instead of attaching heavy files, link to a professional Media Center or press kit where they can view and download.
Who should I send a press release to?
Target film and TV journalists, critics, festival programmers, buyers, broadcasters, and influencers who cover your genre. A strong, relevant list matters more than blasting hundreds of contacts.
A strong TV or film press release is clear, concise, and rich in visual material. It answers the basics quickly, adds personality with quotes, and makes assets easy to access. Combined with a digital Media Center, your press releases will look professional and increase your chances of reaching the right people at the right time.
At Clipsource, we build press centers for the entertainment industry. With our modular platform, you can create and distribute press releases with full media support, manage your contact lists, get statistics in real time and customize the entire press center to your brand and needs.
Want to see how you can super serve your PR team? We’re always down for a chat at sales@clipsource.com
