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Avoid post-production blues: Create a marketing strategy

A-rollercoaster-ride-001The wording in the title is a little deceptive; “post-production” doesn’t mean the problems one is faced with when they put too much faith in that old adage “we can fix it in post”, I mean the time you have to wait from wrapping on production and finally getting the film out to the masses. It can be a real roller coaster: you’re going to face some extremely high highs and sometime some devastating lows and if you lose energy for your film you could be heading for a really dark tunnel; however, if you power through you’ll get off your ride feeling exhilarated and queuing up to do it all again!

Let’s examine what happens to filmmakers after they wrap. See if the following sounds familiar… You had a stroke of genius when you first conceived your story, spent days, weeks, months maybe years on a script. Then, chomping at the bit to make your film you call in every favour, save and then spend every penny on preparing, casting, producing and filming your masterpiece and eventually you get to say those sweet, sweet words… “That’s a wrap”. And then…. nothing….

You’re tired, you’re emotionally, physically and mentally drained; you’re happy but you’re running on empty. Furthermore, your ego is high with accomplishment and adrenaline and who could fault you for that – not everyone gets to this stage, well done, be proud but for heavens sake take a break! I know it’s tempting to dive straight into the edit but please let your film breathe, step back so you can come at your edit with some objective creativity.

If you can’t take a break in the true sense of the word, here’s a few things I did for my latest horror film “Time Lapse” that will hopefully make you feel productive while at the same time relaxed.

Build a website for your film

It doesn’t have to be the best website in the word, just simple and straight to the point, easy to navigate around and interesting. There are lots of free ways to build a website (wordpress, blogger, blogspot) and loads of tutorials to help you.

Write articles about your film

And I mean EVERYTHING about your film. Use what you have, you’ve spent so much time planning and preparing and filming I am sure you could write about how you conceived the idea, how you approached writing dialogue, developed the characters, how you lit certain scenes, any tips and tricks, I could go on. My point is that you have a wealth of material at your fingertips AND it shows people just how serious you take your filmmaking.

Create promo material – ready for when your film is complete

If you find yourself frantically trying to cut a trailer and slap up a few posters in photoshop then you’re probably being reactive and not pro-active. Take your time and have all the promo material in place so when the film is ready, people can be wowed by everything you produce. If you expect that all that rushing will result in 500,000 fans over night then good luck with that!

Build a fan base

Now you’ve got interesting articles, a few good production images and possibly some behind the scenes footage, start directing people to your film. Think of the site as a platform for the people of the internet to explore and become interested fans. You can do this by asking friends to follow on facebook, start a fan page, pay for some promotional marketing (a couple of £ could get you infront of 1,000’s of people) and twitter, follow like-minded people on twitter and start talking to people – it can quickly snowball!

Research festivals

A common mistake: most filmmakers wait until after the film is completely finished before they start looking at festivals – usually because they’re caught up in making the film look right; but ask yourself, what’s the point in making a beautiful film if no one gets to see it? Start looking for the right festivals too, don’t just blindly submit your film into everything because you’ll waste your money. If your film is a horror film then submit to horror festivals – do the research and be selective!

Distribution: Ask the right questions!

NEWSFLASH: There’s a little more to this industry than

  • Enter a film into a festival
  • win
  • get approached to sell your rights
  • make a feature version
  • win an Oscar

Now I’m not saying that it’s impossible, it’s not. It’s just difficult. So do your homework. What rights do I need to protect? Which festivals will qualify me for an Oscar and BAFTA nomination? If I want to sell my film what would be a realistic price tag? Would selling to one distributor prevent me from selling to another? All of these questions answered will empower you – The BBC have a great blog around all this issues – click here for more!

 

The moral of this story has been to plan your marketing early; all of the above tips can be done during post-production and it can help channel your time and energy. When the time comes to send your film out into the world, you’ll be calm, focused and look professional. Additionally, people realise that months and months of marketing material takes time so you’ll give the impression  that you’re a passionate and serious filmmaker. Avoid the post-production blues, do yourself a favour and start your marketing today!

 

Time Lapse Wrapped

That’s it, 16 months of pre-production and filming and it’s in the can…or rather on the hard drive. In efforts to regain my sanity I took a break between the end of shooting and the start of post-production so I could create this website. I’ve been saving blogs, behind the scenes photos and videos so I can share my journey so please check out the site so you can see how we got to this point and how much further we need to go! I’d like to thank my family for their unshakable faith in me, my girlfriend for her tireless love and support. I’d like to thank all of the people who have helped shape my thoughts, beliefs and ideas throughout this process and thank The Rural Media Company for their generosity and support. Finally, I’d like to thank my crew, they’ve given me so much and I continue to learn from their insight and passion for filmmaking.