by Jen Sall
Rapid advances in technology make it significantly easier and much less expensive to make a film today. A record 12,218 films were submitted for the 2014 Sundance Film Festival, 72 more films than the 2013 festival. Of the 4,057-plus feature films submitted, 121 were selected. Of those approximately 15 were purchased by the close of the festival. A few more have been bought in the past few months, not many.
Perhaps you beats the odds (you have around a 4% chance of your film premiering at a major festival and then 10% of distribution deal once it makes the festival) your film premieres at Sundance, Tribeca, Toronto, SXSW or a festival with a track record of sales. Lightening strikes a second time and your film is bought. You are in the minority and you can stop reading this article. If you are one of the thousands of other films premiering at a festival with no distribution deal or buyer in sight, a film that has never screened in a festival, or you developing a film keep reading.
Point blank, build an audience around your film now. As the example shows above, long gone are the days where you can rely on the festival ‘sale’ to get you in the theater and start raking in the box office sales. It is prudent to you and your team to develop a digital footprint and build an audience as soon as possible. This can be the difference between whether your film gets viewed ever, by your Aunts, Uncles or cousins, actual distribution and best case scenario a theater run. For the small percentage of films that do have the chance of a sale, no distributor or sales agent is going to be upset if you built a significant fan base before they buy.
Even if you don’t have the marketing budget of The Hunger Games, which was $45M for the 2012 release BTW. You can easily accomplish some (or all – SUGGESTED) of the following steps to build an audience:
Create social accounts for your film; Facebook, Twitter, YouTube Branded Channel, Instagram, Tumblr. All are Free, easy to setup!
Select social platforms best suited your audience and share content across all the platforms. If your film is about punk bands in the 70s, Pinterest is probably not your best platform. Better to be active on a few choice platforms rather than across all platforms with minimal activity. Be authentic, be engaging embody the voice, tone or even characters in your film. Cross-promote, meaning, be sure your twitter fans know they can find you on Facebook and vice versa.
It’s about quality not quantity. A few dedicated fans with large networks of their own can move mountains. Build your base by posting regularly. Remember, to share content that is not only about our film. Find and share information, stories, videos (GREAT!!), photos (ALSO GREAT!) that your fans would enjoy. Studies show that visuals, whether video or photos can boost traffic. If relevant, info graphics and quotes are also options.
Once you have an audience, don’t forget to thank your fans for their support. This can be done by sharing exclusive content, B-roll, behind the scenes photos, Google+ hangouts, Twitter parties, giveaways for branded merchandise, invitations to premieres or private screening parties. Or you could even go so far as to ask their advice on a song, edit, whatever feels comfortable for you.
Keep it consistent, steady is key. For example, when posting on Facebook, once or twice daily 3-5 times a week will suffice. There are days when you are going to feel less than inspired to share something new and exciting about your film. You can prepare for those times by scheduling future posts in advance, or keep a log of ideas at the ready.
Last but not least, remember, it’s not an one way street. Participate! It’s called a social network so socialize! Participate by asking questions, chiming in on relevant conversations, liking posts, sharing posts with your own community. Make it relevant, don’t default to the videos of cute animals or babies. Authentic is key.
With a little amount of time and sweat equity you are off. Who knows, along the way, you may happen to connect with fans in the way of investors. Investors that would have never found you otherwise. And no one is ever going to complain if that happens, no one.
Jen Sall is a Producer with a digital strategy and PR background. Jen’s developed a specialty in driving press, conversation and engagement for entertainment and branded content, including Sundance-winning films, Celebrities, and Viral videos. www.thejensallco.com
