Marketing isn't an afterthought for indie films; it's a critical component. Success in the indie film world hinges on starting your marketing efforts early—during the production process—and focusing on turning strangers into paying audiences.
For independent filmmakers, understanding your audience is crucial before implementing a marketing strategy. Parts one and two of "The Basic Principles of Film Marketing" covered "Identifying Your Audience" and "Engaging and Understanding Your Audience." Here's a brief recap:
Start preparing your marketing strategy and promotional materials early in the development phase.
Audience demographics can be divided into target, secondary, and tertiary groups.
Consider psychographics, including lifestyle, income, political views, and shopping interests.
Two key functions of film marketing are audience awareness and interest.
Media types that create awareness include paid, earned, and owned media.
Targeted marketing addresses audiences with a specific interest in your film.
Market research involves collecting opinions and feedback on your movie's concept, messaging, and themes.
For more details, review those articles first.
Marketing During Indie Film Production:
Marketing is often the last thing novice filmmakers think about, but it should be a primary consideration when choosing a project or optioning a screenplay. The key question: Is this concept marketable?
Marketing an indie film involves a comprehensive approach. On big-budget studio films, a large marketing team is standard. For micro-budget films, the producer often handles marketing. Yes, that means you!
As an indie filmmaker, you must embrace this DIY process, whether you're distributing through festivals or uploading to platforms like YouTube or Vimeo. Even with a traditional distributor, indie filmmakers often need to self-promote.
Here are some essential marketing activities during production:
Branding: Focus on creating an emotional connection with your audience. Establish a social media presence early, sharing the story behind your film. Build a following that supports your film's theme and message.
Publicity: Consider hiring a publicist who can access media outlets and manage press releases, behind-the-scenes clips, and other promotional materials. Gather all assets and create an electronic press kit (EPK).
Product Placement: Explore opportunities for cross-promotion with consumer products. While funding from advertisers is unlikely, cross-promotion can introduce your audience to relevant products and vice versa.
Distribution: Distributors may visit the set to generate interest. Provide them with your EPK to assist in promoting the film to buyers and exhibitors.
Advertising: Plan creative ideas for teaser trailers, official trailers, posters, and other promotional materials. Conduct photo shoots and behind-the-scenes interviews during production to save on post-wrap expenses.
An effective film marketing plan incorporates all these activities, focusing on driving awareness and interest through creative media content, digital engagement, and publicity.
Final Thoughts:
Independent filmmakers must initiate their marketing strategy from the outset and maintain it throughout the film's lifecycle. Here’s what you’ve learned:
Film marketing has its own ecosystem.
Branding is about creating a connection, not just a sales tool.
Publicists manage media submissions.
Product placement can save on prop costs.
Distributors may generate interest through set visits.
Advertising involves planning promotional materials.
Create a marketing activities outline to organize your media campaign. This is an essential step in developing your film's marketing plan. Good luck, and let me know how it goes!
Call to Action:
Ready to elevate your film business? Enroll in our online course, "Leveling Up Your Film Business," to gain essential tools for crafting a solid business plan, securing funding, and fearlessly marketing your masterpiece. This course offers checklists, templates, and expert guidance to help you achieve your filmmaking goals. Don't let obstacles hold you back—invest in your future as a successful film business leader. Enroll now!
Additional Resources:
The Diversity in Cinema Academy offers many resources, but this blog focuses on marketing during production. Two indispensable tools for my campaigns are Canva and The Marketing Edge for Filmmakers. Share these resources with a friend if you find them helpful.
By Sal Framondi,
CEO/Founder, OPPRIME.tv
Producer, Black Filmmakers Matter
For independent filmmakers, distribution is a key factor in achieving success, and OPPRIME.tv offers a significant opportunity to showcase their films to a worldwide audience. By teaming up with OPPRIME.tv, independent filmmakers benefit from a dedicated distribution platform that emphasizes the promotion and visibility of their films. This partnership helps them reach a larger audience, earn significant revenue, form vital industry connections, enhance their reputation, and engage in social and cultural discourse. OPPRIME.tv supports independent filmmakers by providing the resources to share their unique stories, foster meaningful discussions, and make a lasting mark on the filmmaking landscape. With OPPRIME.tv as a distribution partner, independent filmmakers can navigate distribution challenges and capitalize on growth and success opportunities in the industry.
Video-on-Demand: www.opprime.tv
Visit our filmmaker resource page: www.opprimetv.co