The traditional film production/distribution model is dramatically shifting, yet with change comes opportunity. As in the fields of music and publishing, the Internet has opened up new avenues to promote market and create a buzz for your film. Whereas traditional public relations is still a critically important aspect of any film marketing campaign, it’s one tool in your overall marketing and promotion kit. PR includes reviews, interviews, and feature stories in print radio or TV. Now add to the mix online marketing, including blog postings, article marketing and creating a presence in the social media world.
Being covered in the media is important because it offers you and your film the credibility and validation of being featured in the news. It helps create a buzz and builds a reputation for you and your film. Media coverage also separates your filmfrom the competition, which is incredibly important.
My one caveat here is to think long and hard before submitting your film to be reviewed by the major entertainment trade publications. Those reviewers are used to being courted by the major studios and reviewing multi-million dollar films. Not that some of them can’t see beyond the budget constraints of a true independent and judge a film on its own merits, but it is a risk. As a small indie film without a name cast your chances of being reviewed without a distribution deal are slim, and not always that much better with distribution. Beyond that getting reviewed and possibly torn to shreds in one of the major trades can do you more harm than good. Distributors are seldom going to jump at the chance to carry a film that has been publicly humiliated. Shoot for features or stories about your film, or the filmmaking process. Check out my article on film PR for suggestions. Once you do get some media coverage, now go online and amplify it.
