On Thursday I returned from my second attendance at the American Film Market (AFM). By all accounts, it went well. This year I was accompanied by Daniel Groom, First Signal’s director of photography and editor. He was also representing his own feature film Alternate Ground.
My attendance at AFM in 2018 was generally a fact-finding trip and learning how a film market works. Yes, I had meetings, but it was more to promote projects in development, like First Signal, and to represent my first feature film Justice Is Mind. It’s important to note that AFM is not a film festival. Yes, AFM has screenings, but they are mostly for buyers and sales agents. AFM is one of a handful of film markets around the world. Simply put, these markets are where deals are done for independent filmmakers.
Preparing to attend a film market is the same as pre-production on a film – preparation. You research who you want to meet, make a pitch and hope for a meeting. Like an actor preparing for a part, you rehearse, memorize and have talking points. If you can’t articulate your own film, it’s hard to expect sales agents and buyers to take any interest. In a curious twist, I was in a meeting when someone wanted to present their film regarding locations they were looking for. Oddly, they couldn’t really present the logline or what the general concept was.
I would say my last meeting at AFM was the probably the best one of the market. First, they were specifically looking for films like First Signal. I met with the principal of the company and two representatives. In their suite, I was able to make a complete pitch for First Signal. From development, production to goals for a series of films in the First World Universe. I stressed the importance of marketing and kept an open mind on their points, some of those points being working with them to plan for a rollout in upcoming markets.
There is another point that’s stressed at AFM and that’s professionalism. From scheduling meetings in advance to how to introduce your projects when you don’t have a meeting scheduled. All in all, my experience was positive. But here I was in a booked meeting with a sales agent when another filmmaker arrived, interrupted my meeting and pretty much insisted the agent give them a few minutes. The agent mentioned they were in a meeting, but this filmmaker didn’t care. I just looked at this filmmaker blankly taking it all in. When the agent returned and apologized, the first thing I said was you don’t need to apologize for someone else. I’ll just say this—it’s all about first impressions.
In the end, AFM 2019 was a great market for what I was representing. This industry is rapidly changing from an economic point of view. The differences between 2018 and 2019 were apparent and stark. It’s truly about being adaptable and going with the flow. Having worked in the publishing industry, I’ve seen the advent of digital change. I knew some years ago that VOD/streaming was going to truly be the primary revenue driver for most independent filmmakers. That reality is now here.
But as you will see from my pictures, my trip wasn’t all business. From the Ronald Reagan Presidential Library, to the Queen Mary, Griffith Observatory and the USS Iowa, I always enjoy my visits to “Hollywood.” I also discovered a new navigation app called Waze. Given the traffic challenges in LA (although I think they’re worse in Boston), I highly recommend it!
Now that First Signal is well into post-production it’s about the marketing plan. Part of that plan is the launch of an “official” website. Unlike social media that gets your news out quickly, I view a website as the central source for a brand or in this case a film. For those of you that followed Justice Is Mind, you saw how the website started and then built out during the post-production and distribution phases. When you consider the number of films looking for attention during any given year, you really need all the tools you can to make yours known. I am therefore pleased to announce the launch of First Signal’s official website https://www.firstsignalmovie.com/ Enjoy!
As I was telling a fellow filmmaker yesterday, when it comes to marketing your film you need to be relatively relentless. Unless your distributor is going to launch an aggressive marketing communications campaign to support your vision that responsibility is on the filmmaker—as it should be. Sadly, I see so many projects get released only to fizzle on the launchpad.
The job of a filmmaker is an all-encompassing one. It generally involves writing the script in relative solitude, to directing the project with cast and crew, back to solitude for post-production, then managing the release, distribution and marketing. I firmly believe that when you put the word “filmmaker” on your resume you can list your responsibilities in one word – everything. Frankly, that’s why I love this process. It gives me the opportunity to wear many hats.
One of those hats will be pitchman when I travel to AFM in November to represent First Signal and my other projects. With the edit at the 30 minute mark, the opening credits sequence nearing the completion stage and scoring well underway, so far everything is proceeding on schedule. Unlike last year when I waited to book my trip three weeks before the market and almost had to pay a premium, I booked my trip last week to get a good rate. In the next two weeks I start presenting First Signal to a list of sales agents and distributors I curated from AFM.
As for agents, I informed my talent agent yesterday that I was leaving their representation. While there are numerous reasons why I left, I was first reminded that my contract passed the one year mark. In addition, I took a look at my full page resume, and with the exception of one gig, I secured the rest on my own. With my on camera work largely reflective of domestic and international TV, I need representation that aligns with my experience or do what I’ve generally always done – represent myself.
The one thing I have learned over the past twenty plus years, is you need to market yourself—continuously. If you don’t market yourself, never mind your films, you will either be forgotten or passed by. There is simply too much talent out there competing for the same thing. The chance of you being discovered on a roster of talent or your film in a catalog is slim to none. I’m not saying you have to hire a personal publicist, but social media marketing (without looking like a narcissist), a press release targeted to the media and a quality email newsletter, go a long way in recognition.
On those notes, I plan to release First Signal’s second still next week.