By Reid Rosefelt
In May of 2012 I decided to try an experiment. I wanted to see what kind of Facebook Community I could create over the course of three months. I created a page called “Save the Supreme Court–Re-elect Obama.” I did this because I was concerned about what might happen to the Supreme Court if President Obama lost, but I was also thinking about it as an experiment for promoting a documentary, something I had done as a marketing consultant, for films like “The Island President.” I could be getting ready to make a film about the Supreme Court, and using Facebook to promote that would involve essentially the same work– utilizing targeted Facebook ads to assemble a community of people who were interested in the activities of the Court.
I gave myself a budget of $100.
My hundred bucks purchased a wide variety of tiny ads that turned up hundreds of thousands of times on the Facebook pages of people I felt might be interested in the Supreme Court, or had progressive politics. My $100 took me to about 800 members, but then I found myself unsatisfied and hungering for an even thousand. I threw caution to the wind and splurged on another twenty bucks to get there.
Despite all the riches, I found myself drawn to a single painting: Picasso’s “The Old Guitarist” an iconic image from his Blue Period. I loved the painting, but my real fascination was with something hidden underneath it. Behind the old man’s blue head I could see the face of a beautiful woman, her lips resting behind his ear, her neck flowing out from the Platysma muscle in his neck, and her ghostly eyes burning into my own. 
I’ve been a film publicist for 35 years and have worked on hundreds of movies. Whether a film ended up grossing a hundred thousand or a hundred million, my approach has always been essentially the same.