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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.
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3/7/2012 © Mathias Noschis alphapanda.com
RaindanceMarketing Your Film in the Age of Social Media3rd July 2012
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
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
3/7/2012 © Mathias Noschis alphapanda.com
Audience
Pre-production Production Festivals Release
Traditional Film Marketing
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
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
3/7/2012 © Mathias Noschis alphapanda.com
Schedule for today
• The basics: genre, positioning, target audience• Promotional assets• The community• Action!• Planning and costing
14/3/2012 © Mathias Noschis alphapanda.com
The basics: genre, positioning, target audience
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
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)
3/7/2012 © Mathias Noschis alphapanda.com
3 hooks
14/3/2012 © Mathias Noschis alphapanda.com
Promotional Assets
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!
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
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
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
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!
14/3/2012 © Mathias Noschis alphapanda.com
The community
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
3/7/2012 © Mathias Noschis alphapanda.com
Social media specific activities
3/7/2012 © Mathias Noschis alphapanda.com
examples for you
• Organise a casting via Facebook• Involve your local community• Organise competitions• Consider crowdfunding
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
14/3/2012 © Mathias Noschis alphapanda.com
Action!
3/7/2012 © Mathias Noschis alphapanda.com
Blog & vlog
3/7/2012 © Mathias Noschis alphapanda.com
Creative partnerships
3/7/2012 © Mathias Noschis alphapanda.com
Viral activities
3/7/2012 © Mathias Noschis alphapanda.com
advices for successful viral campaigns
• Be current• Go into your audience’s head
3/7/2012 © Mathias Noschis alphapanda.com
Guerrilla marketing
3/7/2012 © Mathias Noschis alphapanda.com
Public relations
14/3/2012 © Mathias Noschis alphapanda.com
Planning and costing
3/7/2012 © Mathias Noschis alphapanda.com
Planning
• Building the community• Asset creation• Promotional activities
3/7/2012 © Mathias Noschis alphapanda.com
Costing
• Staff• Agencies• Asset creation• Events
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
3/7/2012 © Mathias Noschis alphapanda.com
Get in touch
[email protected]: Mathias NoschisTwitter: @FilmMktgwww.slideshare.com/alphapanda