Here is a link to a Sept. 26th, 2011 Mashable post by Heather Whaling entitled "6 Tips for Launching a Product on Facebook."
The list of 6 tips (intended for anyone introducing a product to the marketplace) contains a number of good ideas for filmmakers who might not otherwise know how to use Facebook:
1. Build a Targeted Audience
2. Reward Existing Community Members
3. Create Clear Landing Pages & Calls to Action
4. Solicit Feedback to Fine-Tune the Product
5. Leverage Geotargeting Features
6. Make a Splash with Creative Giveaways