“The market is saturated because there’s so much content,” said actress and filmmaker Jules Bruff.

The key to marketing a film amidst the expanding industry is capturing an audience at the right time with an appealing digital strategy – but it’s not one size fits all.

“There is no definitive answer or cookie-cutter to digital strategy,” said Garcia.

Whether the film is a box office film, an indie film, or a student project, the convergence of digital media and entertainment creates vast opportunities for all genres. Box office films may have a wider reach, but the art of marketing is a gamble.

Cruz said, “We live in a time of attention economy where our attention is the most valuable thing.”