Film Production and Marketing Strategies
Film Production, Marketing, and Distribution
Capital Needs and Business Planning
Estimating capital needs is crucial for film production companies due to the unpredictable nature and irregular payment schedules of filmmaking. Producers should secure capital for each of the three production phases and anticipate revenue streams. A comprehensive business plan, marketing strategy, and distribution plan are essential, along with supporting documentation.
Market Presence and Distribution
Securing the film’s presence in major markets is vital. Producers should engage with key film markets like the American Film Market, Cannes Film Festival, and MIFED (Milan). Advertising in industry publications is also recommended.
Marketing the Production
This phase aims to generate excitement and anticipation for the film. Maintaining a regular media presence (“making noise”) is key. This can be achieved through:
- Media coverage of filming progress.
- Articles in specialized journals and magazines.
- Press kits containing talent biographies, synopses, production notes, and credits.
- Audiovisual materials like making-of documentaries, trailers, and interviews.
- Teasers (short trailers).
- Sharing work-in-progress edits and scenes with potential distributors.
Commercial Distribution Marketing
This phase focuses on attracting viewers to cinemas. It involves four steps:
- Creativity: Designing advertising slogans, posters, and other graphic elements.
- Production: Creating posters, commercials, trailers, etc.
- Media Campaign: Developing a strategy for press, radio, television, internet, outdoor advertising, and merchandising.
- Promotion: Optimizing the marketing budget for maximum impact through press conferences, road shows, and festival appearances.
Maintaining audience expectations (primary and secondary target audiences) is crucial. Marketing strategies should be tailored to each distribution window and territory, with a focus on maximizing box office revenue during the opening week.
Case Study: David Puttnam
David Puttnam, a highly successful British film producer, garnered numerous awards, including 10 Academy Awards, 24 BAFTA Awards, and the Palme d’Or. He played a significant role in the revival of British cinema in the 1980s, working with directors like Alan Parker, Ridley Scott, and Roland Joffe. Puttnam’s strategy involved five key points:
- Producing films that build audience satisfaction over time.
- Employing a pyramidal release plan, starting with a limited number of theaters and gradually expanding based on growing interest.
- Leveraging positive word-of-mouth and critical acclaim to generate organic interest, rather than relying solely on mainstream media advertising.
- Targeting releases around the holiday season (October-November) to coincide with awards season nominations.
- Promoting films at festivals and events to build public interest and critical recognition.