Review This: Letterboxd and Independent Film Marketing

Journalist Anthony Kaufman analyzes how Letterboxd, a rapidly growing platform for cinephiles, is emerging as an essential tool for independent film marketing and distribution. With 15 million users, it opens up a new channel of communication between filmmakers and their audiences, fostering a more democratic dialogue around cinema. Letterboxd embraces independent films as a core part of its identity, as co-founder Matthew Buchanan notes, they “don’t always get the awareness they deserve.” Unlike mainstream social media platforms, Letterboxd caters specifically to a cinema-literate and enthusiastic audience in a cost-effective manner. Letterboxd’s leadership acknowledges its untapped potential for scaling up data-driven marketing strategies, though expansion into film distribution remains uncertain. For now, the platform continues to thrive as a hub for film discovery and audience engagement.