Making an independent film is incredibly difficult, but finding an audience for your work is just as challenging. The distribution landscape has changed drastically, with fewer independent films being acquired by distributors, even those premiering at major festivals like Sundance. This means filmmakers must proactively work to get their films seen. This article offers practical strategies to help you effectively promote your indie film.
1. Define Your Goals: What Does Success Look Like?
Before you even finish your film, or at picture lock, it’s crucial to define your goals. Knowing what success means for your project will guide your marketing decisions. Goals could include:
- Attention: Simply getting your film seen by an audience.
- Distribution: Securing a formal release, whether streaming or theatrical.
- Representation: Attracting a manager or agent.
- Collaboration: Meeting other filmmakers for future projects.
- Celebration: Seeking cash awards or recognition.
- Financial: Earning revenue to recoup costs or pay investors.
- Profile Building: Gaining exposure for your career.
- Impact: Using the film to create social change.
Understanding your primary goal (or maybe two for features) helps determine your strategy, including where to submit your film.
2. Strategic Film Festival Submissions
Film festivals can serve as an excellent entry point for connecting with audiences. They are spaces of discovery where curators select interesting work, allowing audiences to stumble upon your film. Festivals can also provide momentum, potentially attracting press or interest from other festivals.
However, submitting to hundreds of festivals without a plan can be a costly mistake. Be selective and target festivals that fit your film’s genre or subject matter. Research their past programmes and programmers. Consider middle-tier festivals where your chances might be better than at major ones like Sundance or Cannes, which often favour films with existing connections or stars.
Attending festivals is highly valuable, even if your film isn’t screening. It allows you to meet programmers, other filmmakers, and network. If your film is accepted, ask about screening requirements, travel tips, and clear information on what to expect. Do your research to avoid scam festivals that charge high fees without providing real value.
3. Build and Own Your Audience Data
Social media is useful, but it’s essential to build your own email list. Unlike social platforms where algorithms and ownership can change, you own your email list. Start collecting email addresses early from anyone interested in your work.
When your film plays at festivals, ask how many tickets were sold. This data is valuable for future projects or discussions with potential distributors. Your audience, ideally, will follow you from one film to the next.
4. The Producer’s Role and Starting Early
The film producer is a critical part of the process from day one, not just during production. They are vital in defining and pursuing the film’s goals. Thinking about marketing early is key. While making your film, gather behind-the-scenes content or other assets that can be used later for promotion. Having a finished press kit, key art, and trailer ready makes your film more attractive to festivals, distributors, or publicists.
5. The Hard Work Continues
Marketing your film is a significant undertaking. It involves learning skills not often taught in film school, such as financial planning, outreach, and community building. Even if your film is acquired, you will likely remain its biggest champion.
Indie film promotion requires sustained effort. Your work isn’t done at picture lock; it’s just beginning.
How to market a film successfully involves continuous engagement with your audience, whether through festivals, online platforms, or direct outreach.
Understanding the difference between marketing and publicity is crucial for any effective promotional strategy. Marketing consists of direct, controlled communications that you create and distribute to your audience—such as social media posts, advertisements, email campaigns, and your website content. You control the message, timing, and placement. Publicity, by contrast, is when others talk about your project or business through earned media coverage—journalists writing articles, influencers sharing opinions, or customers posting reviews. While you can encourage publicity, you cannot control it the way you can with marketing efforts. This third-party validation often carries greater credibility with potential customers because it comes from sources perceived as more objective than your own promotional materials.
Marketing independent films is hard work, but by setting clear goals, being strategic with festivals and outreach, building your audience, and starting early, you can significantly increase your film’s chances of finding its audience.
Take the First Step: Start defining your film’s goals today and research festivals that align with your vision!
