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The Filmmaker As Marketer: Documentary Filmmaking In The Digital Age Craig Parks Independent Film Channel. The Filmmaker As Marketer: Documentary Filmmaking In The Digital Age
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Documentary Filmmaking In The Digital Age
Independent Film Channel
To be a documentary filmmaker in the digital age, you must assume a greater responsibility for the marketing potential of your film.
As part of your challenge in convincing distributors and exhibitors to realize the value of your film or concept is also understanding the challenges facing them should they agree to buy or produce your film.
The more you understand the challenges they face, the more you will be able to build a great producing plan – one that will benefit you and them.
A well thought-out producing plan, one that not only takes advantage of all that the digital age has to offer but also helps plan for the eventual marketing of your film, will ultimately help you sell your film, and deliver a more well-rounded message.
What does this mean for you and your films? How does the digital environment affect how you produce your film? How does it affect how you consume the film? How you sell and market it?
The best marketing materials in the world is your content, and that means that you as producers of the content hold ALL the keys to the potential success of your film.
Instead, taking advantage of all that the digital age has to offer, we prefer to discover and learn about your films through trust media: trailers embedded in our friends social networking profiles, exclusive clips on our favorite video portals, interviews and coverage via our favorite television and web-based shows, blogs and online journals, viral materials and stunts that our friends are sharing, websites catering to topics relevant to your film, and so on.
It is all built with the materials you collect from the very beginnings of pre-production. Your earliest research and notes, photos, your music, your journals, all your recorded interviews and all footage that didn’t make the final film – it all has value.
In other words, we have all these great marketing and distribution tools at our disposal but they are largely worthless if you – the filmmaker – do not have the materials and inclination to make them work, no matter who is handling the marketing and distribution of your film.
Even if your studio or television network is going to handle the marketing and exhibition of your film, you need to be aware of what they are up against and what materials they’ll need to make the most of your film. If you haven’t or do not secure distribution, then you need to know what tools are available to you to either attract the attention of potential distributors, but also self-market and self-distribute your film.