A Film Needs a Marketing Plan

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When making a film, it is important to understand that it is not all about the creative process. On the last post, I talked about a business plan and how relevant this is to making your films a reality. Today, I am going to talk about a specific element of a business plan, the Marketing Campaign. Marketing is a big deal when it comes to promoting and distributing a film. 

As we create a story, and get involved in the production process, we must understand who exactly is the audience that is going to be watching your film. Is it for children, teenagers, young adults, men, women, etc? This is one of the most important questions because marketing is not only about selling your project. Marketing is the way you will establish a relationship between you and your audience who will eventually become your fans or followers. Click here for more in depth information about marketing. 

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Nowadays, marketing is easier than it has ever been. The Internet and social media have opened the doors to several ways filmmakers can launch marketing campaigns, which have proven to be effective if done correctly. Hollywood is even taking part in this new marketing movement with Lionsgate’s Hunger Games successful campaign through Facebook and Twitter. Experts in business plan development like Eric Sherman reiterate the importance of a marketing campaign in the process of developing a project and getting your film out to the world. 

The biggest problem that we face today as independent filmmakers is that there are so many ideas running back and forward that it becomes hard to keep track of them. My advice is to stick to one, and follow the business plan steps to get this idea to become a completed project. Once a project reaches completion, we can go ahead and take on the next project. Use the tools that have been provided for you and do the research. There are several resources like blogs that will advise you and guide you on how you can get started on your own filmmaker career.

Funding Your Films

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A great part of the success filmmakers have in the industry is based on the information they know about the business of filmmaking. Although we are all artists, and it hurts every time we have to focus on the business side of film, it is important to be informed of what the trends are, what people are looking for, and how you can start to get your plan going. All of this requires a small process where the filmmaker has to make a plan and get it to action. A business plan is a great way to start, this will make you sit down and actually think step by step what must be done to achieve success. But where do we start? Well, once you have a plan, it would not hurt to get a professional to look at it and tell you whether you are wasting your time or on the right track. 

Eric Sherman is a devoted filmmaker that has gone through all the filmmaking process. He has directed, produced, wrapped cables, done make-up, made popcorn,  etc. He also does consultations for business plans, budgets and schedules. If I had to recommend someone to look at your business plan, this would be the guy. He knows about both worlds, something that is hard to find in consultants. Sherman was born and raised in Hollywood, and after attending Yale and co-founding its film society, he has been a consultant for some of the biggest studios including Universal and Paramount. He is currently educating young filmmakers with lectures in California and universities around the country. With such knowledge of the industry, he is with no doubt an expert in the subject and has the ability to recognize strengths and flaws in a project.

But why should we go through all this process? As independent filmmakers, we do not have the resources to pay an expert for an opinion. True. Maybe your plan does not need to be revised by an expert, but if you do your research on the experts, on what they are looking for and on what you have to offer, then you are already heading the right way. Right now, Hollywood is staying in a safe zone where uncertainty is no longer a variable that studios are willing to invest in. They are looking for safe, for steady plans that will guarantee a profit instead of a loss.

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A successful business plan has 5 key components: An executive summary, a marketing plan, a competitive analysis, a management team, and a financials section. All these sections are of great importance because each of these sections will break down your plan to its bare bones. These elements are considered key because they will paint a picture of the “whole” and will allow any potential investors to see the essence of your project with the backup of your research. “The Executive Summary must communicate to the prospective investor the size and scope of the market opportunity, the venture's business and profitability model, and how the resources/skills/strategic positioning of the Company's management team make it uniquely qualified to execute the plan” (Lavinsky, 2010). Quote extracted from here.

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On the other hand, there are people like Dave Lavinsky. He is the co-founder of Growthink, USA’s biggest strategic advisory firm. Lavinsky agrees with Sherman’s view on what the key elements of a business plan are. However, Lavinsky is very clear in the fact that as filmmakers, we tend to make things look ‘creative’. This is a mistake that many filmmakers frequently do. Investors are not looking to see how creative you are at the moment of revising your business plan. They are business people, and as such, they are only interested in the numbers and the profit they could make out of your project. For more information, I recommend his blog which has great insight on finding capital for your projects.

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So don’t make that mistake and stick to the words and numbers. It may not look pretty, but it will get you the funds you need to make wonders. Now your plan went from being a pitched idea to a viable project waiting to fall in the right hands. So get started on your research, and you will be executing your plans in no time. Remember that the artist also needs to know about the business. Don’t fall behind!