Last Updated 2 months ago
Definition
An Electronic Press Kit (EPK) is a collection of promotional video materials created during or after the production of a film, television show, documentary, or commercial. An EPK typically includes interviews with cast and crew, behind-the-scenes footage, B-roll, and selected clips that can be edited and distributed for marketing and publicity purposes.
EPKs are designed for use by media outlets, distributors, broadcasters, and platforms to promote a project. Footage shot for an EPK often appears on news programs, entertainment shows, online press coverage, social media, and as bonus features on DVDs, Blu-rays, or streaming platforms.
Purpose of an EPK
The primary purpose of an EPK is promotion. It provides ready-to-use content that helps generate awareness, press coverage, and audience interest without requiring journalists or outlets to produce their own material from scratch.
An EPK allows a project to:
- Control messaging and presentation
- Highlight key talent and creative voices
- Showcase production value and scale
- Support press campaigns efficiently
Because the content is pre-packaged and cleared for use, EPKs make it easier for media outlets to cover a project quickly.
Common EPK Components
An EPK may include a combination of the following elements:
- On-camera interviews with cast, director, and key crew
- Behind-the-scenes (BTS) footage from set
- Production B-roll suitable for news editing
- Clips from the finished project or selected scenes
- Trailers, teasers, or promotional spots
Not all EPKs contain every element. The contents are tailored to the scale of the project and the needs of the publicity campaign.
EPK Production Workflow
EPK footage is often shot by a dedicated EPK or unit crew operating alongside the main production. This crew may work independently to avoid interfering with principal photography.
Interviews are typically conducted on set, during downtime, or at scheduled press days. BTS footage is captured to show production activity without revealing spoilers or disrupting the shoot.
Once captured, EPK material is edited into multiple deliverables, such as:
- Short promotional segments for television
- Longer featurettes for home media or streaming extras
- Raw interview clips for press outlets
- Social-media-ready promotional videos
Use in Media and Distribution
EPKs are widely used across the entertainment industry. News and entertainment programs often rely on EPK footage when covering film and television releases, especially when access to talent or sets is limited.
Distributors and studios also use EPKs to:
- Market projects internationally
- Support festival premieres and press junkets
- Provide assets to broadcasters and platforms
- Populate bonus features and promotional pages
Because EPK footage is cleared for promotional use, it can be distributed broadly without additional licensing negotiations.
EPK vs Other Promotional Materials
An EPK is distinct from a trailer or teaser. While trailers are editorial marketing pieces designed to sell the project directly to audiences, an EPK provides supporting material that explains, contextualizes, and humanizes the project.
EPKs are also different from general behind-the-scenes footage captured informally. EPK material is shot with media use in mind, often framed, lit, and recorded to broadcast standards.
Practical Considerations
EPK crews must balance access with discretion. They are expected to capture compelling material without revealing spoilers, sensitive story points, or confidential production details.
Clear communication between production, publicity, and the EPK team is essential to ensure:
- Approved talking points
- Proper clearances and releases
- Consistent messaging across interviews
- Footage that aligns with the marketing strategy
Poorly planned EPKs can result in unusable or off-message material.
Why EPKs Matter
Electronic Press Kits are a core tool in modern film and television marketing. They extend the life and reach of a production by providing media-ready content that amplifies visibility across multiple platforms.
EPKs matter because they:
- Increase press coverage
- Reduce friction for media outlets
- Preserve behind-the-scenes documentation
- Add value to distribution and home media releases
For many projects, especially larger productions, the EPK is the public-facing record of how the project was made.
Related Terms
[Behind-the-Scenes (BTS)] Footage showing the production process outside of principal photography.
[Trailer] A short promotional video designed to market a project directly to audiences.
[Press Junket] A scheduled press event where media interview cast and crew.
[Electronic News Gathering (ENG)] Field-based video production commonly used for news and promotional coverage.
[Publicity] The process of promoting a project through media exposure and press coverage.