Many independent filmmakers delay marketing efforts until their film is finished. However, starting your marketing strategy before even writing the script can significantly boost your film's success.
Let's take a step back.
To sell your film, you need to direct your publicity towards the right audience. Who are the buyers of films? Acquisition executives, or film buyers, are your target. Where do these executives find new films? There are three primary methods:
Attending film festivals.
Participating in film markets.
Exploring new online sales platforms for fresh content.
Engaging with film sales agents at prominent markets like Cannes.
Every film festival has a festival programmer who selects films to feature at the event. Similarly, film markets are populated with film sales agents who pick films they believe they can sell to distributors for a commission. Therefore, your marketing efforts should be focused on three key people: the festival programmer, the film sales agent, and the acquisition executive. In reality, you'll probably only need to target a few dozen individuals in each category with your new film.
The Route to Marketing Independent Films
Here are some sobering statistics:
Each year, over 6,000 new feature films are produced globally, with many remaining unseen and unsold. Films still seeking distribution typically follow this path:
Producers attempt to get their films selected by film festivals to build awareness.
Film sales agents scour festivals for products to represent and sell.
Most films, regardless of festival participation, end up at film markets like the American Film Market (AFM), the European Film Market (EFM), or Cannes (Marché du Film). With thousands of films competing for the attention of acquisition executives and festival programmers, marketing should start from the very beginning.
Five Key Marketing Tips for Independent Films
Roger Corman's Approach: In 1996, the legendary Roger Corman visited the Raindance Film Festival. Corman, a morning person, would join me in my London office with the morning newspapers. Over coffee, he would cut out keywords and mash them together to create movie titles. When he found a promising title, he would jot it down, and I would fax it to his Los Angeles office. This method helped create titles for some of his 750+ films, such as "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.
Leveraging the One-Sheet: Films are sold at different production stages—development, production, and completion. A strong one-sheet clearly indicates the film's genre at a glance. It can be used to secure pre-sales funding and gauge market interest. At Raindance, we emphasize the importance of the one-sheet at the script stage in our Screenwriters’ Foundation Certificate.
The Power of Trailers: Imagine you're an acquisition executive or 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 essence.
Crowdfunding as a Marketing Tool: Crowdfunding campaigns primarily aim to raise awareness of your project, with funding being a secondary benefit. RB Botto of Stage32.com and crowdfunding expert John Trigonis both emphasize this. Their books, "Crowdsourcing for Filmmakers" and "Crowdfunding for Filmmakers," offer invaluable insights into marketing and spreading the word about your film.
Harnessing the Power of Genre: Describing your film simply as a drama is too vague and can be detrimental. 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 challenging, 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
At Black Filmmakers Matter, we amplify the vibrant narratives of black filmmakers, celebrating diversity in storytelling. Partnered with OPPRIME.tv, a leader in video-on-demand distribution, our platform provides global visibility for independent filmmakers. Through this collaboration, we prioritize filmmakers' visibility, revenue growth, and cultural influence, fostering dialogue and understanding. Join us and OPPRIME.tv in supporting filmmakers on their journey to success and cultural impact.
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