Start by understanding the purpose of your job: it's to create publicity photos. Therefore it's not about getting the most creative shots necessarily, it's about getting the shots that capture the emotion of the scene and will compel viewers to go to the theater.
In the beginning, you will most likely start on independent films and student films. You have to target directors and producers who make the films. Your goal here is to build your portfolio with set stills.
You should also research other Still Photographers by checking out their websites.
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