Tool · worksheet
Release planning worksheet Eight questions that connect: who you think will come, what the release depends on, and what would tell you early whether it is working. Completing it before launch helps you read and respond effectively to signals when the campaign is live.
Film Review date
0 of 8 steps complete
Move one
The audience 01 Audience hypothesis One sentence. A specific group, not a demographic bracket. Example We believe the paying audience is people who already follow the director's earlier work and attend arthouse venues in three cities.
Move two
The assumption the release depends on 02 The assumption the release depends on If this is wrong, the plan is wrong. Name only one. Example We assume that audience will travel on a weeknight for a subtitled 118-minute film.
Move three
The signal that would test it 03 The signal that would test it Prefer a signal that costs the audience something. See the signal inventory. Example Reminder adds and screening requests by city, six weeks out.
04 When you will read it Early enough that you can still act on it. Example Six weeks out, then again at three weeks.
Owner Who is actually watching this indicator. Move four
What a good and a bad reading looks like 05 What a good reading looks like A number or a threshold, written before it arrives. Example 400+ requests, with at least 25% outside the capital.
06 What a bad reading looks like Be specific enough that you cannot argue with it later. Example Under 150 requests, concentrated in one city.
Move five
What you would do about it 07 What you would do on a good reading Decide now, while it is cheap to decide. Example Add two regional venues and shift 20% of spend to those markets.
08 What you would do on a bad reading This is the field teams skip. It is the one that saves money. Example Hold the wide plan, concentrate on four venues with event screenings, and move spend to the second weekend.
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