So many of us desperately want to bring our ideas to life on screen. What makes it challenging at first may seem like writing the script, getting the actors, filming, editing it, & managing the finances, but the hardest part for most is how to market your final creation.
Create a Website for your Film:
The first step, before production has even begun, is to create a website for your film. You will need summaries, principal photography, the names of those involved in the project, their bios, and so much more the second your script is done.
Create an Online Store:
On your website you will want to make sure there is an option to create an online store for your merch and branded products and that you can set this up and test it as soon as possible. I suggest posting a pencil for $1 and having a friend buy it to test that all the financials, shipping, tax info, record keeping, etc. are all set to go. Also make sure to upload your company branded materials as well and/or link that page to your Film company page & store so that visitors also have access to your branded merch.
Setting up your social media pages:
Set up your social media pages on all platforms and do it early. Link these pages back to your website and vice versa. Begin posting asap. Post teasers, any approved behind the scenes footage, etc. as well as anything that can generate buzz and show how amazing the project is going to be. Use the filming process to build a back catalog of creative content. The goal is to already be a viral success before the film is released. The best way to do that when starting from scratch is to get on it asap.
Post multiple times daily with quality content. Repost related content. Hijack a trend or undertake a non-profit cause that your audience can both get behind and relate back to your project. The more you relate this project to the world around you the more successful it will be and the easier your marketing will become. The more visible you are to different demographic sectors the better. Also, don’t forget to utilize your video media websites like Vimeo, Daily Motion, Youtube, and other lesser known video websites exposure and any planned ‘anonymous leaks’ that may help generate hype.
Host Events:
Host a lot of events for your film, related parties and work, and any related causes. Host them early and host them often. You are likely starting from ground zero and each event will build in success. Utilize your resources. If you already have music being written for your film, have a live performance of it. Have your actors show up in character, work the crowd, talk about the project and their creative process, take questions and do interviews, and perform a select scene or two. Get feedback while you can. Invite influencers and entertainment PR professionals. Wine and dine and take a lot of photos of these promo events. You can later select the best pics for your website, press materials, and social media.
Marketing your film:
Do a ton of market research. Put together lists of quick, easy to answer, succinct questions and ask them to everyone you can while remaining socially and contextually appropriate. You want feedback and you want it now. Take notes and remember this when framing your advertisements for various groups later on. This will also help guide your S.E.O. work.
Creating a Media list and building a network:
Start ASAP. Reach out to Entertainment PR professionals via LinkedIn and via email for a chance to ask a few questions. Let them know you have some projects coming up and that you wanted to reach out to prepare a pipeline and create campaigns. Research them extensively and their clients. Research (and determine) your competition (yes you have competition). If they pass your screening process with no conflicts of interest let them know what your plan is when the time is right and find out how they would like to proceed. Have great relationships already built with all types of outlets before your work is complete (this will also save you money). Be ready to go when the time comes.
Apply for Awards and Submit to Festivals:
Have a list of these ready to go with all related materials and connections in place. This will make the process go much more smoothly.
Public Relations and Writing Press Kits:
Assuming you have done all the prep work, you should already be prepared to begin firing everything off once the project is ready. In the meantime, hype up the movie by tying your nonprofit work and your events back to the social landscape around you. Get articles published by mentioning your use of technology or your unique use of budgeting in your project to find interesting angles that you can use to connect in with different tangential industries that normally wouldn’t give you the time of day. Prove that you are relevant to them all and worthy of note and discussion. This preliminary work will give you the credibility needed for your big release. Publish occasional article links and high praise on your website and social media to celebrate your successes. Prove that you belong. If you aren’t already popular when the project is complete, you are too late. Major news outlets will only pay attention to those that have a major following already established online.
Release your Trailers:
Once you have your photos, videos, press releases, websites, social media links, fact sheets, bios, and all other press kit materials ready to go, you are ready to release your trailers one by one (usually three of the with time in between). This is when you double down on your PR efforts and the connections you’ve made. Your release date is in sight and you will soon go live. You want everyone hanging on your every word when that date comes and do not delay.
Set Up Live Interviews:
It is during this period that you want to set up as many live interviews as possible through as many channels and influencers as possible. Give each interview the basic press kit information and also release a small unique bit of new information in each interview to keep everyone tuning in. This will help keep your audience on their toes.
Release Your Film:
The date has arrived. After hosting your pre-screening with select invitees to gauge reactions (and any last minute edits you may need to make before the release), continue marketing as you have been during the trailer stage with no spoilers and a lot of teasing and click baiting for your movies. The time has come. Also, remember that as this stage progresses you want to continuously remind everyone of the people, actors, directors, and producers involved as well as the film company (or companies) and sponsors that are involved with film in any way. Remember, the film release lasts for a little while and makes you money, however your film company and those involved are what you carry away with you as you prepare your next project. Make sure you tie everything back to the names and companies to give yourself aid as you prepare the marketing campaign for your next project. Every person that remembers you will facilitate your marketing efforts and profitability on your next project.
Summary:
Assume you have to do all the marketing and public relations work yourself from scratch every time. Start as early as possible and always be over-prepared for when the time comes. Remember that while the moment is what is profitable, your legacy is what you bring with you as you move forward. If you want continued success, you need to focus equally on both.
Take care.
Matthew P. Dunnam
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