When I talk to IndieFlix filmmakers about marketing, I find a common sense of frustration and almost helplessness in our conversations. Sometimes they tell me about how a former distributor did them wrong or how promises fell short and important deadlines were missed.
The traditional life of an indie movie used to depended on a narrow release window with theatrical screenings, premiers and press releases. If that format didn’t lead to a huge distribution deal or fame and fortune, then what’s the next step?
At IndieFlix, we try to encourage filmmakers to think beyond these traditional formats and really delve into social media marketing, to utilize the support networks of the online community and find their niche audiences in online blogs and forums.
Finally, a book I can refer them to.
Filmmaker Jon Reiss’ new book “Think Outside the Box (Office)” answers these questions realistically and turns marketing into a positive, empowering experience for filmmakers. The book follows the trajectory from day one of pre-production all the way to worldwide distribution with smart, practical DIY tools at every step. (And IndieFlix gets a shout-out in the distribution chapter!)
Reiss bases all of his advice on his personal experiences with his film “Bomb It,” a documentary about graffiti culture. He critically analyzes his own mistakes and successes of that film launch and offers tips he received along the way.
One of the biggest themes throughout Reiss’ book is the importance of planning. Even a simple brainstorm timeline is necessary for every step of the way, from preproduction to press kit. Marketing should not only be included in every brainstorm, but every venture should have a marketing endpoint.
The four basic elements that Reiss insists you think about, beginning in pre-production, are:
- What you want/need from your film
- The qualities of your film
- Your potential audience
- Your resources
Each one of these should a part of your film production story and you should ask yourself the following questions:
What does success mean to you? Do you want your film to become a mainstream hit or build a conscious community around your message? What qualities of your film make it stand out and different from others? Why do people have to see your film? Who is that audience? How old are they? What are they interested in and where do they live? What web sites do they visit and what publications do they read? Realistically, what resources do you have to make this launch a success? Who is on your team and will help you promote it? What is your budget?
Filmmakers should be able to utilize these questions to create a strong marketing campaign for their work. Reiss suggests creating a goal and working backwards. Marketing, he insists, is not a dirty word. These strategies are going to be what helps you successfully reach your audience.
Not only does the book focus on the broader picture, but Reiss really gets into the nuts and bolts of the process, from creating the web site to becoming a relevant blogger and hosting a successful screening. A combination of on- and off-line exposure is necessary for visibility.
This book is an excellent resource for any filmmaker, regardless of their level of experience, budget or connections. Throughout, Reiss imparts his wisdom like a funny older brother or friend. He even suggests only reading parts of his book as you find them useful and breaks up the chapters so it reads like a workbook. I’m recommending this book to all of you, even if you’re only dreaming of a filmmaking career right now.
Check out the book’s web site at http://www.thinkoutsidetheboxoffice.com/
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Tags: Jon Reiss, marketing film, online distribution, Think Outside the Box (Office)
