What start of production means
Start of production (SOP) is the publicity milestone that marks the official announcement that a film or TV title has begun filming. It is an early beat in a title’s marketing life, used to generate awareness, confirm casting and signal that the project is underway — often accompanied by a first set of approved stills or behind-the-scenes images.
For a stills team, SOP creates an early deadline. To release images at this point, a production needs a small, cleared set ready well before filming wraps, which is why approvals often begin while the shoot is still running rather than after it.
The stills used at SOP come from the approved key selects and must be captioned and signed off like any other release. SOP frequently overlaps with a first look, the first official image reveal. For how an approved set is prepared and delivered to meet these early deadlines, see delivering approved stills.