Innovative Marketing Strategies for Independent Films
Most independent filmmakers tend to start their marketing efforts after their film is completed. However, I'd like to suggest a different approach—one that begins before the script is even written.
Let's take a step back.
If you want to sell your film, you need to target your publicity efforts effectively. Who buys films? Acquisition executives, also known as film buyers. And where do these acquisition executives go to find new films? There are three primary avenues:
They attend film festivals.
They go to film markets.
Online sales platforms offer fresh content.
They seek out film sales agents at major film markets like Cannes.
Each film festival worldwide has a festival programmer responsible for selecting films to feature at their event. Similarly, film markets have numerous film sales agents who choose films they believe they can sell to distributors for a commission. Therefore, the three most important people to market to are the festival programmer, the film sales agent, and the acquisition executive. Realistically, you’ll likely be targeting only a few dozen individuals in each category with your new film.
Marketing Independent Film: The Essential Route
Here are some sobering facts:
Over 6,000 new feature films are produced globally each year, and many remain unseen and unsold. Films still seeking distribution follow a straightforward path:
Producers attempt to get their films selected by film festivals to create awareness.
Film sales agents scour film festivals for suitable products to represent and sell.
Most films, whether featured at festivals or not, end up at film markets like the American Film Market (AFM), the European Film Market (EFM), or Cannes (Marché du Film). With hundreds and thousands of films competing for the attention of acquisition executives and festival programmers, marketing should start at the beginning.
Marketing Independent Film: Five Key Tips
Roger Corman Technique: In 1996, the legendary Roger Corman was a guest at the Raindance Film Festival. Corman, a morning person, would meet me in my London office with the morning British newspapers. Over coffee, he would tear out keywords, mash them up on the table, and create movie titles. When he found a promising title, he would write it down, and I would fax it to his Los Angeles office. This is how he created titles for some of his 750+ features, like "Grand Theft Auto," "Death Race 2000," and "The Fast And The Furious." Corman would then reverse-engineer the process, hiring a screenwriter to develop a script based on the poster.
The Power of the One-Sheet: Films are sold at three stages of production at film markets: development, production, and completion. A good one-sheet clearly indicates the film's genre at first glance. It can be used to secure pre-sales funding and gauge market reaction. At Raindance, we teach the importance of the one-sheet at the script stage in the Screenwriters’ Foundation Certificate.
The Power of the Trailer: Imagine you are an acquisition executive or a festival programmer with a tight deadline. You still have several films to watch. Wouldn't you prefer to watch a trailer to quickly determine if a film fits your distribution company or festival? A good trailer is 90-120 seconds long and conveys the film's emotional core.
Crowdfunding as Marketing: Crowdfunding campaigns primarily raise awareness of your project, with funding being a secondary benefit. RB Botto of Stage32.com and John Trigonis, a crowdfunding expert, both emphasize this. Their books, "Crowdsourcing for Filmmakers" and "Crowdfunding for Filmmakers," offer invaluable insights into marketing and spreading the word about your film.
The Power of Genre: Describing your film as a drama is too general and can be a kiss of death. Every acquisition executive is looking for specific types of films. Narrowing down your film by genre—whether it’s horror, action, or a genre hybrid like action/adventure—helps it stand out.
Conclusion:
Marketing your film is never easy, but maintaining a sense of fun and lightness can greatly enhance your success. Stay informed by reading trade papers and identifying trends that you can incorporate into your marketing campaign. As Roger Corman wisely advised: Start with the poster. After all, a picture is worth a thousand words.
By Sal Framondi,
CEO/Founder, OPPRIME.tv
Producer, Black Filmmakers Matter
The success of independent filmmakers hinges on effective distribution, and OPPRIME.tv offers a prime opportunity for filmmakers to present their work to a global audience. By partnering with OPPRIME.tv, independent filmmakers gain access to a dedicated platform that prioritizes the promotion and exposure of their films. This partnership allows filmmakers to reach a wider audience, generate significant revenue, establish crucial industry connections, build a strong reputation, and participate in social and cultural discourse. OPPRIME.tv empowers filmmakers by providing the means to share their unique stories, initiate important conversations, and leave a lasting impact on the filmmaking world. With OPPRIME.tv as their distribution partner, independent filmmakers can overcome distribution hurdles and seize opportunities for growth and success in the industry.
Video-on-Demand: www.opprime.tv
Visit our filmmaker resource page: www.opprimetv.co
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