By Steven C. Beer
In the marketing and distribution of independent films, the most critical and frequently overlooked key to success is the building of an audience. Whether you pursue traditional or alternate distribution platforms, or a combination thereof, your ability to identify, aggregate and mobilize an audience base directly impacts the prospect of your project’s success. Timing your audience building campaign is crucial. According to Jason Ward of Candy Factory Productions, you must begin to target and recruit your supporters the minute you decide to produce a film. Audience building is a slow and steady process that can take many months, if not years, so a multi-step game plan that evolves over time can serve as an audience building blueprint. Here are some tips I learned while moderating the Audience Building Panel at the New York Lounge at Sundance 2014:
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Social Media:
Social media platforms such as Twitter, Instagram and Facebook serve as basic tools that can help you build your audience. Engage with followers on a personal level and keep them updated about your developments early on. Offer them behind the scenes content such as on-set stills, interviews, bloopers and other extras. Capitalize on artists in your film who already have a cohort of supporters by instructing them to post related photos, videos, tweets and status updates. When the time comes to consider distribution, you can now use your legion of engaged fans as leverage to show distributors that you have already created a large and dedicated fan base.
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Website and Email:
Use your social media presence to drive supporters to your film’s website. Allow your audience to immerse themselves in the environment and culture of your film. Encourage them to sign up for your email newsletter so that you can send updates and progress reports to your audience. Do not underestimate the value of email addresses. They serve as the connective tissue, linking producers with predisposed potential purchasers. With consumer emails, you can organize non-theatrical events and opportunities to sell related content. Incentivize fans to register for email alerts by offering subscribers the exclusive opportunity to buy tickets or see the film before its release.
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Crowdfunding:
Market your film while you raise money. A well deployed crowdfunding effort can invigorate your drive to build a cadre of loyal followers. Use a tiered-prize system. For each price bracket designate a film-related gift. The more one donates, the more individualized the prizes become. Gifts can range from a sneak peak of the film to a home visit from an actor. Much more than an effective way to make a first impression, a thoughtful and well-organized crowdfunding campaign will generate a surge of support to fuel momentum for the marketing and distribution of your film.
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Event planning and activities:
Planning events and project related activities, such as product and content giveaways, can also help to enlist support. In order to expand its base of community members during Sundance, Big Vision Empty Wallet (BVEW) hid brightly colored wallets around Main Street, each corresponding to a prize. The prizes ranged from film-related merchandise to a free trip to Costa Rica. Festival attendees all over Park City were buzzing about the promotion on Twitter, Facebook and related social media platforms. Pairing with sponsors who supplied prizes for the Wallet Hunt allowed BVEW to keep its costs down while generating tremendous buzz and awareness about its innovative independent film membership community. Hire students on college campuses to promote your project by giving away free merchandise and showing an advanced screening of the film.
These practices can help your audience grow at an exponential rate. Active and engaged audience members become your army of supporters – each of whom can tweet about your project, encourage others to donate to your crowdfunding campaigns and create a bigger buzz around your film. When the time comes to consider distribution options, you can now leverage your fan base into a wide range of commercial opportunities. Distributors are much more likely to engage with your film if you can show them that you have already built a rabid audience who not only will pay to see your film, but will help market it for free.
Steven C. Beer is a media and entertainment attorney and distribution consultant. He practices with Franklin, Weinrib, Rudell and Vassallo.
