marketing your film in the age of social media
DESCRIPTION
Put together for Raindance in London, this 2.5 hour presentation illustrates how to market an independent film through the use of social media, online PR, viral and guerrilla marketing.TRANSCRIPT
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3/7/2012 © Mathias Noschis alphapanda.com
RaindanceMarketing Your Film in the Age of Social Media3rd July 2012
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3/7/2012 © Mathias Noschis alphapanda.com
Mathias Noschis
• Career start in independent film in Switzerland and the South Caucasus
• International experience in advertising, public relations and social media for Toy Story 3, Black Swan, The A-Team, Alice in Wonderland...
• Today working with independent producers and majors in Europe
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3/7/2012 © Mathias Noschis alphapanda.com
Film Marketing
“Any activity that assists a film in reaching its target audience at any time throughout its life.”John Durie, 2000
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3/7/2012 © Mathias Noschis alphapanda.com
Audience
Pre-production Production Festivals Release
Traditional Film Marketing
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3/7/2012 © Mathias Noschis alphapanda.com
Pre-production Production Festivals Release
FansAudience
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Film Marketing in the age of social media
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3/7/2012 © Mathias Noschis alphapanda.com
A new way of thinking
• Start early• Be creative• Plan a detailed schedule• Think content creation• Include in the financing plan
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3/7/2012 © Mathias Noschis alphapanda.com
Schedule for today
• The basics: genre, positioning, target audience• Promotional assets• The community• Action!• Planning and costing
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14/3/2012 © Mathias Noschis alphapanda.com
The basics: genre, positioning, target audience
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3/7/2012 © Mathias Noschis alphapanda.com
Genre & Positioning
Genre defines:• Target audience• Festival strategy• Promotional assets
Positioning defined by:• One-line synopsis• Similar titles• Marketing hooks
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3/7/2012 © Mathias Noschis alphapanda.com
Target Audience
• Primary target:• Age, gender, interests, profession
• Secondary targets:• Larger group• Market niche (place, demographics, interest, theme)
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3/7/2012 © Mathias Noschis alphapanda.com
3 hooks
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14/3/2012 © Mathias Noschis alphapanda.com
Promotional Assets
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3/7/2012 © Mathias Noschis alphapanda.com
Stills
Film is a visual art, high quality stills are essential
A few rules:• Get a still photographer• Identify crucial scenes• Prepare a written brief (anticipate your needs)• Select 4-5 stills max• Stills aren’t a separate art form from your film!
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3/7/2012 © Mathias Noschis alphapanda.com
Main Artwork
• Write detailed brief for graphic designer• Convey up to three concepts
• Usage:• Festival• Theatrical and home entertainment release• DVD cover
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3/7/2012 © Mathias Noschis alphapanda.com
Video Material• Trailer / Teaser• Clips• Interviews / featurettes / EPK• Others
• Use time between scenes during shoot• Duration: 1-3 minutes• Usage:
• Theatrical & home entertainment release• DVD extras
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3/7/2012 © Mathias Noschis alphapanda.com
Interviews & Press kit
Interviews:• Director• Actors
Press kit content:• 3 synopses• Director’s note• High-res images• Links to site & Facebook page
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3/7/2012 © Mathias Noschis alphapanda.com
Website
• No strategic importance for the marketing campaign• Mainly for journalists and professionals: think reputation at the end
of the film’s lifecycle• Content:
• Synopsis• Trailer / Images• Press kit• Links to articles• Call to action!
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14/3/2012 © Mathias Noschis alphapanda.com
The community
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3/7/2012 © Mathias Noschis alphapanda.com
Building a community
• Where to build and infiltrate?• Facebook / Twitter• Forums• Newsletters• Specialised sites or blogs
• Preliminary research:• Monitoring• Facebook ads
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3/7/2012 © Mathias Noschis alphapanda.com
Social media specific activities
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3/7/2012 © Mathias Noschis alphapanda.com
examples for you
• Organise a casting via Facebook• Involve your local community• Organise competitions• Consider crowdfunding
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3/7/2012 © Mathias Noschis alphapanda.com
Crowd-funding and Crowd-sourcing
Crowd-funding:• Collecting funds through social media• Creation of an engaged and loyal community
Crowd-sourcing:• Outsourcing activities to the community
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14/3/2012 © Mathias Noschis alphapanda.com
Action!
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3/7/2012 © Mathias Noschis alphapanda.com
Blog & vlog
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3/7/2012 © Mathias Noschis alphapanda.com
Creative partnerships
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3/7/2012 © Mathias Noschis alphapanda.com
Viral activities
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3/7/2012 © Mathias Noschis alphapanda.com
advices for successful viral campaigns
• Be current• Go into your audience’s head
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3/7/2012 © Mathias Noschis alphapanda.com
Guerrilla marketing
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3/7/2012 © Mathias Noschis alphapanda.com
Public relations
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14/3/2012 © Mathias Noschis alphapanda.com
Planning and costing
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3/7/2012 © Mathias Noschis alphapanda.com
Planning
• Building the community• Asset creation• Promotional activities
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3/7/2012 © Mathias Noschis alphapanda.com
Costing
• Staff• Agencies• Asset creation• Events
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3/7/2012 © Mathias Noschis alphapanda.com
Additional Resources
Selling Your Film without Selling Your Soulwww.sellingyourfilm.comBlogs:• www.shericandler.com• www.pmdforhire.com• www.movieviral.com
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3/7/2012 © Mathias Noschis alphapanda.com
Get in touch
[email protected]: Mathias NoschisTwitter: @FilmMktgwww.slideshare.com/alphapanda