As an independent filmmaker finding an audience is probably one of the most challenging aspects of the process. I recently had a meeting with a filmmaker who has largely left the industry owing to their frustration in getting their work seen. Any distributor will tell you that it’s the responsibility of the filmmaker to market their film. That’s just the way it is. Simply, there are so many films being made and the profit margins are so thin (if they even exist on most projects), that a distributor can’t justify, and usually doesn’t have the staff, to separately market each film.
But there is another aspect of this industry that every filmmaker (and even actor) needs to be aware of, the charlatans that sell their services and expertise. Having been in this industry for over twenty years, I promise you that 95% of them aren’t worth the electrons in the emails they send.
Two weeks ago I was approached by a filmmaker who tried to sell me his services as a marketer. First, if you’re going to pitch your services, know who you are pitching to. Not only was this filmmaker from the distributor I use for one of my films, but I also prepared and published a marketing case study to this group. Putting aside that he may have missed the communications in the group, it was clear he never reviewed my film’s website or social media channels. But when I reviewed his film, there was barely any social media presence to say nothing of a solid IMDb page. My point is simple; if you are pitched a service do some due diligence first.
But like any other product, once it becomes known and an audience is developed, you get the naysayers and the critics. It’s just par for the course. While it did take time for me to develop a thick Kevlar-like skin, and nobody likes seeing negative comments, just remember this – with every posting and interaction they are just propelling your product.
With over 700,000 trackable views on one VOD outlet alone, with a projected 1,000,000 plus on all channels, I am more than pleased with First Signal’s results to date. While I was hoping the film would find an audience with the marketing plan I implemented, I had no idea it would do as well as it has.
But with that kind of audience it takes a certain amount of management and interaction. Yes, I do interact with those that have a constructive comment about First Signal, but I just don’t waste the time with those that have spiteful comments. Seriously, what’s the point. Arguing on the internet doesn’t change minds, it just unnecessarily raises blood pressure. But at the end of the day every comment, good, bad or indifferent just raises your profile and profitability.
As I’ve often said to many in my circle, if you get into this business for endless accolades, you will be sorely disappointed. The goal, in my view, is to do good work that is appreciated by an audience that discovers it. By example, I love the work of Salvador Dali, but others may loath it. I’ve never understood the hype around 2001: A Space Odyssey but love The Andromeda Strain.
Tomorrow evening Justice Is Mind will have its 10th theatrical screening and 15th overall if we include our law school and science fiction conventions to date. When I met with our editor earlier this week for the video and sound check at Cinemagic in Sturbridge, we both remarked on how fast time flies. It seems like just yesterday we had our world premiere in Albany in August.
Having a theatrical screening, or any type of screening for that matter, doesn’t mean just booking a date and arriving with the DVD. They are weeks in the planning. When we plan a screening I like to have at least four weeks notice to so we can properly pitch the local media. Having been a magazine publisher I know editors need time to consider pitches, assign writers and then plan for publication. In my view radio and TV are no different. Unless you are “breaking news” you need to be programmed into the schedule.
I have to say going to a theatre for a test run is always an exciting time for me. Sitting in an empty theatre watching your movie play is a pretty surreal experience. But I suspect surreal will most certainly be tomorrow evening. Over the last couple of weeks I have heard from so many different groups that plan to attend, from childhood friends, to new acquaintances I have met through our social media efforts, indeed tomorrow evening will certainly represent a wide variety of attendees. This doesn’t even include those who have read about the screening in the local press or heard our radio commercials.
Those are the new audiences to Justice Is Mind that those of us associated with the film welcome with open arms. I’m reminded about one particular couple who attended our screening in Ogunquit, ME. My mother and I ran into them the following day. Who were they? Enthusiasts of independent film who were intrigued by the concept of Justice Is Mind. They saw our film poster outside the theatre earlier in the day and did some online searches to learn more. Needless to say, I’m looking forward to tomorrow night!
As this past week came to a close, in addition to some of the final deliverables and information being sent to our VOD distributor, I received confirmation of another state premiere and a fantastic screening opportunity at a university that will bring the concept of Justice Is Mind to its origins. I plan to announce both tomorrow evening.