Thomas Mai's webcasts are invaluable. Watch the 5 episodes (below) and take note of the great ideas for filmmakers that Thomas identifies. His analysis of the trends and new tools in the changing world of motion picture consumption reflect years of real experience marketing films.
Thomas has genuine enthusiasm for the opportunities that the New World offers.
Guerrilla marketing students and PMDs in particular should pay close attention to the answer Thomas provides at the end of episode 2 about how to use social media to build an audience online.