Marketing in Film. "You can't sell anything if you can't tell anything". Beth Comstock It is apt that I begin my first blog of 2016 featuring a female marketeer, Beth Comstock who initially studied science, moved into television production and is now the new vice chair of business innovation at General Electric, USA. More than her achievements, it is her take on marketing that excites me. Essentially a sale cannot occur without a story, and so here, the big global companies of the world are all banding to create stories for their products that potentially induce an emotion or a journey for the consumer so that the product is appealing and consequently sold. I have to add that right there, is the one advantageous aspect that filmmakers have, the ultimate storytellers, and yet, the concept of marketing in the filmmaking process is always thought about right at the end, and by then, it can be all a little too late. The big studios have caught on to this and ...