Marketing

You have to spend money to make money right?  Sadly, that’s true especially if you see your time as having a monetary value (and you should.)  If you’re like me, you’re working a day job to pay the bills and making your movies on the side with the dream that you’ll be able to one day leave all that 9 to 5 madness behind and just make movies for a living.  But until that day comes, remember that just because it’s called free time, that doesn’t mean it comes without a price.

So where should you spend the precious little money you have for this venture into independent film marketing?  Well you can start with a solid poster and trailer.  Those are your main selling points.  People will look at those two things and decide in an instant whether or not they want to spend their time and hopefully some of their cash watching your movie.

Then there’s your website.  That’s a showcase piece as well.  You might hire someone to make yours and optimize it’s performance.  I thought about that, but I ended up going with wix.  I tinkered around with the design for a while before I decided to spend any money and I like the ease with which I can update and change things.  There are other similar sites, squarespace comes to mind, Weebly, maybe you’re a Word press person.  There are lots of options.

Getting reviews and press about your movie is extremely helpful.  I'll talk about doing a theatrical release in the next post and how you can get movie reviews, but in the mean time get to working on a press kit, you'll need that.  You can google articles on how to make a good press kit for your film, but briefly you'll need: contact info, a short, medium and long synopsis, bios for your cast and crew, photos, and you might want to include a director's statement.

You’re not likely to make the nightly news with your big DVD release, but after you’ve gotten the accredited critics to review your film, you might find some smaller online places that will give you a fresh review just before your online release.  You’ll probably want to do a google search for these wonderful, lovers of movies who are willing to take the time to not just watch your work, but also write about it.  I got a review from Rough Cinema.  In the past I’ve had reviews from Film Threat, they charge a small fee, but honestly I’m surprised anyone will do that kind of work for free.

Mail Chimp is a real thing, it’s not just something you hear about on podcasts.  It’s pretty awesome too.  You can have multiple lists of people and send out customized “campaigns” which are just a way to mass email people on your list.  Hopefully lots of people have signed up to get these, which means they’ve expressed an interest in what you’re doing and won’t see these email updates as spam.  It’s free up to a point.  There’s no reason not to start using it.  I think if you get to the point where you have so many subscribers that you have to pay a fee, it’ll be well worth the money.  They do automation, but you have to pay for that too.  So if you don’t mind doing everything manually, it’s a great way to reach your target audience.  Want to subscribe to my email list?  Click here. See how easy that is? 

Traditionally feature films would spend as much on P&A (Prints and Advertising) as the budget of their film.  Make a million dollar film, spend a million to market it.  But if you don't have a million laying around, here's a range you might be able to work in from very low to very high:

Marketing Budget Breakdown

Poster design: $300 to $2,000
Website hosting and design: $120 on a DIY platform to $4,000 for pro design and SEO
Trailer: $100 canned music and you cut it to $15,000 for a trailer house to do it all
Business Cards: $20 for small batch free template to $2,000 for a custom design
Social Media Guru: $0 and just your time, if you do it to $25-$50 per hour
Advertising: $1 on google ad words to infinity
Publicist: $3,000 to $10,000 per month (usually with a 3 month minimum)

Film Festivals

Feature films fees average about $50 per entry.  Then if you make it in, you want to be able to attend and network. That can cost you $650 to$1650 per person per weekend (my breakdown at the bottom.) A regional festival within driving distance is really the only way you can do it on the cheap.  You have to make a very well researched list and budget for all that.

Let me preface this by saying you don’t have to go this route, it’s expensive and if you have something that you think is sellable, but maybe not a good fit for festivals, skip this one and go to the next step.  That said, you only have one year of exclusivity to hit as many film festivals as you can and try to rack up some laurels.  My Toxic Backyard screened at 9 festivals (one of which was an amazing film tour) and won 2 awards.  Done and done.

 
The cost was high though.  I spent about $1000 just in submission fees (I submitted to a lot more festivals than I got into.) It’s more fun to talk about the places you get accepted, then all the places you’ve been rejected from.  It can be really disheartening to get all those rejections, but you have to develop a thick skin and learn not to take it personally.  Sometimes you don’t even get rejected because the screeners and programmers of the festival didn’t like your film. They might love it, but aren’t able to find a place for it with all the other films they have programmed.  Maybe it just doesn’t fit time wise and/or theme wise.  If you really want to get an idea of what film festivals have to go through to choose the films they’ll go with, volunteer to be a screener.  It’ll be good experience and film festivals need all the help they can get. 


Then there were additional costs in traveling to some of the festivals.  Keep in mind staying in NYC for a festival is a lot different than staying in a small town in Texas.  Sometimes you might get help with room and board from the festival.  They might offer free hotel rooms or at least discounts.  It never hurts to ask, if you’re planning on going. Couch surfing is a thing.  I've hosted and been hosted and had good experiences.  You also might look at youth hostels.  I've done that before too.

So what do you get out of all that?  It’s fun.  I love traveling and I love movies and this is the best possible mash up.  Your film finds audiences.  Festivals are great places to have your film showcased.  You can engage the audience, generate some buzz, and have a lot of people see your work on the big screen.  You might find some distribution for your film.  Then there’s the laurels.  Laurels say: this film was chosen with a select few out of the hundreds of other independent films made that year because someone thought it was worth seeing.  Film festival acceptances and awards say to the average viewer that someone thought this was better than the rest.

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Festival Travel expense breakdown:

Plane ticket: : $300 to $1,200 (overseas)
Accommodation for 3 nights: $80 at a youth hostel to $500 hotel
Travel: $0 if shuttled by festival staff to $100 for train/bus/shared taxi fare to $400 car rental
Food: $100 to $300 you gotta eat something
Drinks Entertainment: $60 to $300 you gotta meet people
Miscellaneous: $100

Marketing Materials are in a separate blog entry.  You want to have all that together before you even submit.  Don't forget to budget for that too.  Why would you spend all this money to submit to festivals, if you don't have a poster, trailer, website and business cards?  Why also would you submit, if you had no plans to attend any festivals?

 

Emmy Nominations

My Toxic Backyard has been nominated for 4 Southeast Regional Emmys!  They are:

Best Documentary: Katie Damien, Jaime Byrd, Michael Klatt, Bob Peck
Best Cinematography: (Non-news Photography) Katie Damien
Best Editing: Jaime Byrd, Katie Damien
Best Audio Post: Bob Peck, Jaime Byrd, Katie Damien

It's such an honor to be nominated, not once, but 4 times!  Emmys are given out once a year for the best work in broadcast television.  The awards are in the beginning of June and Michael and his girlfriend and I are all going.  Wish us luck!

UPDATE: Unfortunately we did not take home any Emmys this year.  It is really an honor to be nominated though, because just getting nominated means that your work is held in high esteem by industry professionals.  The night was really fun and we had a good time anyway.  It's always fun to get dressed up.  I had a stylist do my hair and it's my favorite hairdo ever!