Making an independent film is a huge project, and
conventional wisdom has it that you: shoot your film, cut
your film and then, after that's all done, you try to sell
your film. However, marketing your film should begin during
the production phase. But who has the time? That's just it
— you don't.
So...find some people who do. Marketing is a priority, but
it should not be your priority. You need to beg, borrow and
trade favors to find a few key people who can stay on top
of your marketing needs while your film is in production.
Ideally, you want to make the entire production process a
marketing process too. Below are a list of five key things
you do not want to forget to do, or better yet, that you do
not want to forget to find someone else to do for you.
1. Find A Photographer
My own experience in film acquisitions has taught me that
even some high-level productions forget to finish
production with some great still photography and I cannot
emphasize enough how important this aspect will be down the
road. You will need photography for every aspect of you
promotion and you want it to be quality product. Basically,
you need a professional photographer, or somebody who
shoots like a professional. You do not need a photographer
for the full duration of your shoot, but you should ensure
that you have one for the most photogenic scenes. As well,
you want to make sure you have compelling photos of all
your lead actors in costume and in character. Brief your
photographer on the film's story so they can help you tell
it visually. Don't put off taking stills until the end and
don't assume that it's something you can go back to later '
you can't. The best shots are going to happen during your
shoot, so make sure you have somebody around who can
capture them.
2. Build Your Film An Online Home
A stand-alone website for your film is crucial and the
overwhelming consensus is that you want to have something
simple and user friendly. Your website does not need a lot
of flash that makes it clunky to use. Your website, like
your film, is a work in progress, so begin with production
as your homepage, as you progress this will shift. By the
end of your process you will want your site to contain
simple access to at least the following: your film's cast
and crew, still production photos, a poster, any news
coverage your film has generated (more on that later),
festival play, and most importantly, a trailer. The trailer
is really the money shot here, so don't hide it: make your
trailer, or a link to your trailer, your film's
centerpiece. And make sure it's high quality. The payoffs
for starting early on this are invaluable. By the time you
are submitting for film festivals or looking for
distribution, you will have a site that reflects your
film's production history, that already has an audience and
that has all the bugs worked out.
3. Meet The Local Press
Variety may not be interested in the fact that you are
embarking on an independent feature may, but it may be news
for publications in and around your location. Reach out to
the local press and see if you can get some coverage of
your production, talk up your location, why you chose it
and what you are doing. Give a local reporter or freelancer
some time with your cast. Once you've wrapped, you won't be
in the position to be a local story ' take advantage of it
while you can.
4. Reach Out To Film Buyers
A number of independent distributors will not purchase an
unfinished film, but that does not mean that you should
wait until your film is finished to contact potential
buyers. A simple e-mail, with a link to the film's website
and a note that screeners will be made available in the
future is all you need at the beginning. At this point,
focus on the distributors you would most like to work with,
your dream list. E-mail with a follow up phone call is the
best way to go. This period is low pressure for both the
buyer and you, so take it easy and treat it as a "getting
to know you" session. Once you have a completed project,
the distribution channels you like will at least know who
you are.
5. Shoot Your Film / Create A Community
During the pre-production and production stage of making
your film, you are going to come into contact with a large
number of people. Each of these people will have an e-mail
address, and somebody should be tracking all of that
information; your film's production creates its first
community, so take advantage of it. Take business cards
form everyone you come into contact with and get all the
e-mail addresses logged.
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Daniel Lafleche is the COO of IPEX TV, the leading
multiplatform B2B Film and Video online marketplace. Daniel
has over 25 years experience in film distribution,
combining film and video licensing with internet media.
IPEX TV specializes in helping indie producers and film and
video distributors take advantage of the web and reach out
to international film license buyers. You can learn more at
http://www.ipexview.com
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