How is Detention 101 being promoted?
Oh, I’m putting the standard 20 million dollars into advertising. NOT!
Oh, I’m hiring a sales agent which will cost me almost as much as it cost to make this film. NOT!
Oh, I’m…NOT! NOT! NOT!
Years ago, I went to a free event at a very nice non-profit organization that I won’t mention because they really are a nice organization and what unfolded wasn’t their fault. At this event, a group of “industry experts” (aka, big wigs at big production companies and distribution houses) gave advice to indie filmmakers about promoting their films and earning money back.
One filmmaker asked about films under $200,000. This was very brave. At first, the panel just sat stunned. (You could see the thought bubble, “A film for under $200,000? I spent more than that on my airfare this year and it’s only February. That’s preposterous.”) Then someone on the panel said something to the effect of “insert industry nonsense here that in no way can apply to a film made for under $200,000 without big names.” And this brave filmmaker (who was not me, I don’t want credit for this, though I did ask the same question of Christine Vachon at a different event and she also stuttered and was annoyed) pushed harder saying something to the effect of “Listen, I get that you all live in a more pricey world but this is where many of us are and we are trying to find our way and would love your advice. It would be so helpful.” (That was an FU with a smile. Gotta be impressed.) Many of us clapped for her. And after the clapping, the panel started to shift in their seats, getting a little nervous. Why? Well…
So, this was before the pandemic. I’d say around 2014 when streaming started to take off more and more and the big wigs knew it was not going away. There was more social media and more independent internet news. Things were being taken out of their hands and so, they were getting nervous. There was a sort of revolution happening. Not a true revolution in the sense that no one was trying to oust anyone. It was more that indie filmmakers were starting to figure out that they didn’t need these big wigs and that these big wigs had nothing to offer them. Everyone was trying to understand the landscape.
And yes, they still own the Academy Awards and the big deals…but you as an indie filmmaker can own your film’s destiny.
Here is what I am doing:
Be shameless. A writing teacher, D.B. Gilles, once told me that you cannot be afraid of shameless self-promotion. So, check that box. Have no shame. No pride. Going to just go ahead and ask people to watch the film, possibly beg. I have good knees…
Run inexpensive ads on Facebook and YouTube. You can set your own price. They say you “should” spend at least your film’s budget on advertising. Well, no…if I had that money, I would clearly just make another film instead so I’m not doing that. Instead, I am spending $100 a month on these low rent ads and I’m going to see what it gets me. I can’t do that forever because that will add up BUT I didn’t submit this film to many festivals (five in total (five big festivals’ “Other Visions” sort of categories) and five rejections…on a roll…proud of my consistency) so I’m instead putting what could have been a festival submission budget for lower tier festivals into these ads. I love film festivals but I decided to take this route instead.
Talk about the film on social media. I am getting people excited about it by simply authentically sharing why I made it and why it is important to me.
Send out a newsletter. (You can sign up for my newsletter here.) I am careful with newsletters. I only send one out when I have really exciting news to share. I do not hit people every month just to check a box. A lot of people choose to do this but I have to say, I find that I stop reading those newsletters. I think one a quarter or one a year (that’s what I did last year) is a better amount. One a quarter keeps you in people’s thoughts but doesn’t nag them to the point that when you have something big to announce they are already completely over you and have a filter on their email to move your newsletter out into a folder they never open.
Talk about the film wherever you go, if appropriate. I don’t go on for hours or even many minutes. Just state it in passing. “How are you, Shari?” “I’m great. I’m releasing my film in a couple of weeks and I’m excited to finally share it with the world. How are you?” Sometimes the other person asks about it and sometimes they just say “That’s nice. I’m…” And that is okay. If you don’t go on and on about it, you are not annoying anyone. If they aren’t interested, move on to other topics, but if they are, you might just get one more fan and one more person to watch your film.
Keep going. I do not plan to promote this film for one month and then throw in the towel. I am going to be relentless.
Get other people to help you. Maybe your cast is willing to send out announcements or share ones you have posted. Maybe friends will do the same. Maybe you can afford one social media person to help you out. I work with Definition Brandhouse and they are truly affordable for me and know what they are doing. If you can’t afford someone, ask someone with knowledge on how to professionally promote stuff on social media if you can buy them a coffee and pick their brain for advice on what kind of content you want to put out there. People like to help and also like to feel important and respected for their expertise. Simply saying, “Look, I get I’m not an expert and would not do as good of a job as a professional, but since I can’t afford a professional, could you possibly give me some advice of what I can do myself.” AND THEN DO WHAT THEY SAY. So many times people ask for advice and then they don’t apply it. Don’t be afraid. What’s the worst that can happen? No one watches the film? Well, no one is going to watch it if you do nothing.