//Marketing of the Indies
Marketing of the Indies

Marketing of the Indies

Short films produced mostly by first-time filmmakers are the most exciting marketing efforts in a film-makers career, but often the most frustrating. When a young film-maker finally gets his credit card, favor promised, a low-cost short film made, which he thinks should be a blockbuster hit getting buy-in from his girlfriend and his mother and now, he needs some desperately needed exposure to prove the film festival owners that they are simply wrong in there rejections. Where does he go? To online video platforms of course!

Marketing a film via internet platforms seems to be an easy effort as many a director will submit to as many video websites as he can. The two main ones being YouTube and Vimeo however there are other platforms such as Facebook and other social media sites and don’t forget our site here at www.moviesbyespresso.com in which we are planning a dynamic and popular showcasing of first-time movie shorts shortly. But submitting your short for the first time to multiple platforms is probably not the best marketing strategy, even though by using this technique, the filmmaker will probably get amount more views than more thought-out methods. Why? Because the film marketer can control the analytics much better submitting to a single website getting a better understanding of views, likes, and comments. During this period an experienced digital marketer should be employed to drive traffic to the showcasing (our own Zalak can help you with this) An experienced digital marketer will understand how to get more likes and comments within a controlled single video platform. After a couple of weeks, when the marketing information is gathered, then submitting to more platforms may be the suggested avenue. Hence, the filmmaker will get better promotion data for the Public Relations professional he employs.

Two video platforms are mostly used by filmmakers to showcase their films: Vimeo and YouTube. There are great reasons for choosing YouTube and great reasons for selecting Vimeo. 

This again is where an excellent digital marketing team can help the producer.

If the young filmmaker creates an excellent short film, he can submit it to the festivals for recognition. Cannes Film Festival in France gives the award, Short Film Palme d’Or to the best short film. Most other Film festivals showcase short films and award them also. 

For full-length Independent Films, producers have the same venue of distribution channels that the major studio films have providing the quality is good enough. 

For best revenues, professional film marketers should be employed by the production teams. Understanding the venues and timing to release in each venue to maximize profit is essential. One important venue is the film festivals in which all-important ‘buzz’ will entice film buyers. Theater releases should occur simultaneously with the festival releases maximizing foreign sales and domestic sales to Television Networks and online video streamers. 

Large budget Independent films with large marquee actors can elicit the same domestic Box Office sales as a comparable studio movie. However, smaller independent films that are good enough to get a theater release at all, can negotiate terms with smaller chain theaters for a lesser release. Most of these smaller releases bring in a small profit to the producers or no profit at all. However, these releases are important for the public relations and marketing campaign which increases the revenues in other venues, such as television, streaming, and foreign sales.

Some ‘B’ movies use ‘cookie-cutter’ production themes and are produced one after the other, released in foreign markets or for a cable release. These films use a host of ‘B’ talent and normally occur on a scheduled basis.