Essential Knowledge for Indie Filmmakers in Building a Strong Promotional Foundation
by Carole Dean
In the dynamic world of filmmaking, creating a successful film is only half the battle. The other half lies in effective marketing, ensuring that your creation reaches and resonates with the right audience.
Tony Panaccio, a seasoned public relations expert with nearly 35 years of experience in the media industry, shared on my The Art of Film Funding Podcast invaluable insights into the critical elements of a successful independent film marketing campaign.
He provided a deep dive into the world of film marketing, from understanding the industry’s pillars to navigating the modern media landscape.
Understanding the Pillars of the Film Industry
Tony emphasized that the film industry stands on three main pillars: creative, business affairs, and marketing.
“Most independent filmmakers that I encounter are very squarely educated in the creative side,” he noted. “They’re subject matter experts or they’re just good writers or storytellers. But when it comes to marketing and business affairs, they’re woefully uneducated and inexperienced.”
This lack of knowledge in marketing and business affairs can significantly hinder a film’s success. Understanding the elements that connect with the consumer audience is essential.
“When you’re trying to market your film,” he stressed, “the first thing that you really need to understand is precisely what is the element that is most connected to the consumer audience. Because that is where it becomes commercially viable.”
Finding Relevance in the News Cycle
Tying a film’s subject matter to current events can be a key to gaining coverage. Tony recounted his work with a filmmaker on a project about an exhibit on the Enola Gay, the plane that delivered the first atomic bomb. The exhibit’s relevance was tied to the story of the man who tried to create it, a survivor of the rise of Nazism in Eastern Europe.
“The relevancy is the journey of the man who tried to put the exhibit together,” he said. “The thing that makes it more commercial is his connection to that rise of fascism, because there are a lot of people today who think we’re headed down the exact same path.”
By highlighting the contemporary relevance of historical events, filmmakers can create a compelling narrative that attracts media attention and engages audiences.
“You have a clickbait headline that’s waiting to happen,” Tony added, emphasizing that these elements can generate awareness for a project even before its release.
The Importance of Awareness
One of the key challenges in film marketing is creating awareness. Tony explained, “If they don’t know your project exists, then how do they know how to access it?” Awareness is the first step in leading potential viewers to the “buy decision,” whether it’s purchasing a ticket, renting, or streaming a film.
To build awareness, filmmakers must generate buzz and get people talking. “The best marketing is word of mouth,” he affirmed. Social media plays a crucial role in this process, as it allows people who are interested in a subject to become ambassadors for the film, spreading the word and creating a ripple effect of interest and engagement.
Navigating Business Affairs: The Chain of Title
A significant aspect of the business side of filmmaking is ensuring a clear chain of title. Tony warned against the common practice of indiscriminately sharing scripts and treatments.
“The problem with that is that you lose what’s known as clear chain of title because that’s the first thing a funder’s attorney will ask for during due diligence.”
He cited the example of Warner Brothers’ legal battle over “The Watchmen” movie, where Paramount filed an injunction claiming they had a stake in the film due to their earlier development work. This underscores the importance of securing non-disclosure agreements (NDAs) and non-circumvent agreements before sharing project details.
“The tales of projects being stolen by other producers who were in that communication chain early are vast and tragic,” he cautioned.
The Shifting Trends in Film Genres
Understanding current trends is crucial for marketing a film successfully. Panaccio noted that audiences’ preferences can shift rapidly, affecting the commercial viability of different genres. Recently, he observed a shift towards films that are fun and offer escapism.
“What movie audiences are tracking recently is they want to have fun at the movies,” he explains. “When money is tight, that’s when comedies and movies that are fun do the most business because people want that escape.”
This shift has implications for filmmakers, suggesting a need to pivot towards lighter, more entertaining content to meet audience demand. “If you’re having fun and it’s defended, the audience is going to have fun, and that’s what they want right now at theatrical,” he advised.
The Modern Media Machine
Understanding who makes up the modern media machine and how to work with them is another critical element of film marketing. Panaccio likens the media landscape to “a big giant mechanism” but reveals it’s actually “hamsters on wheels” due to the intense pressure and low pay faced by media professionals.
“The modern media is not generating the revenues that they used to generate,” he pointed out. As a result, media outlets have significantly reduced their staff, leading to fewer contacts and greater workloads for those remaining. This means that filmmakers must make it as easy as possible for reporters to cover their stories.
“You have to help them because they don’t have the time,” he emphasized. This involves providing all necessary information, including potential interviewees, in a well-structured pitch.
Crafting the Perfect Pitch
A successful pitch must avoid being overtly commercial and should tie into current news cycles. Tony explained, “You can’t just go up there and say, buy my book. You actually have to have a news story that follows something that’s in the news cycle that people are already interested in reading about.”
He shared a personal anecdote of profiling film critic Nell Minnow. By emailing questions and allowing her to write her answers, Panaccio facilitated an efficient and painless interview process that resulted in a well-received article.
“It was a very painless interview. It took me 20 minutes to prep the questions. It took her 20 minutes to answer them,” Panaccio recalled. This approach can be a model for filmmakers looking to generate media coverage for their projects.
The Importance of Understanding Both the Creative and Business Sides of the Industry
By staying attuned to current trends, ensuring clear chain of title, and crafting compelling, newsworthy pitches, independent filmmakers can significantly enhance their chances of success. As Tony aptly put it, “If you don’t have awareness, you can’t bring people to the buy decision.”
In an ever-evolving media landscape, these strategies are crucial for navigating the complex world of film marketing and ensuring that your film not only reaches its audience but also resonates with them.
By adopting these practices, filmmakers can better position their projects for success in an increasingly competitive market.
Carole Dean is president and founder of From the Heart Productions; a 501(c)3 non-
profit that offers the Roy W. Dean Film Grants and fiscal sponsorship for independent filmmakers.
She is creator and instructor of Learn Producing: The Ultimate Course for Indie Film Production. Essential classes for indie filmmakers on how to produce their films.
She hosts the weekly podcast, The Art of Film Funding, interviewing those involved in all aspects of indie film production. She is also the author of The Art of Film Funding, 2nd Edition: Alternative Financing Concepts. See IMDB for producing credits
