Producing a movie is only half the battle — now you need people to watch it and spread the word. Advertising films can be challenging, especially with how saturated the market is.
How can filmmakers stand out from the crowd? How can you market the production by yourself? Here are seven recommendations for solo marketing in the digital age.
1. Devote Time to the Poster
First impressions mean a lot nowadays, considering the modern attention span. Captivating an audience starts with a compelling movie poster. Your design will make or break the interest of many potential viewers, so devote serious time and creativity to it.
Posters offer a blank canvas for you to design. This artwork requires a delicate balance of solid visuals while keeping it simple. Filmmakers must ensure the title is clear for the average person to see while conveying the movie’s vibes in the background.
For example, a war-centered film may feature a soldier in uniform with fighter jets or tanks behind them. Although it’s a small detail, the poster must be as memorable as the film to grab the audience’s attention.
2. Shoot a Captivating Trailer
Another crucial part of a first impression is shooting a captivating trailer. Filmmakers should think of this advertisement as an audition for the audience. In a couple of minutes or less, the producers should tell viewers why they should take time to watch the entire film.
Elevator pitches are essential when going through job interviews, and they have a similar function in convincing audiences.
After creating a trailer, it’s time to use all available tools for getting the word out. Film festivals are an excellent place to get the industry involved, but getting a movie accepted is not a sure thing. Social media is a more affordable means of advertising and offers quicker access to the general public.
3. Leverage Social Media
The power of social media grows annually, with new platforms rising and legacy websites retaining high engagement. Experts say the number of social media users will reach 5 billion by 2024 and nearly 6 billion by the decade’s end. Twitter, Facebook and YouTube have large followings, but modern platforms like TikTok can make something go viral quickly. Filmmakers should consider posting short clips to draw viewers.
Social media is also critical nowadays due to its reach. For example, research shows Facebook is the most popular platform in North America, South America and many other countries worldwide. Building an audience on this app will serve your movie well. However, be mindful of what you post. Images are excellent, but videos can steal the show for potential viewers.
4. Take Advantage of Trends
Videos are the most important method of advertising on social media. These clips build brand awareness and boost conversion rates when creators post engaging content. In today’s digital age, filmmakers can elevate themselves by humanizing their content. Their social media pages could feature their name, creating a relationship between themselves and the audience.
Viral trends elevate social media users and let them engage with viewers. Filmmakers should tie their movies to viral trends on TikTok and other platforms to boost their reach. Alternatively, they can create trends based on their film’s plot. For example, they can encourage viewers to recreate a cocktail or lip-sync a dramatic scene from the movie.
5. Be a Content Creator
Nowadays, brand awareness for the filmmakers themselves is essential. Producers need people to see your films and associate your content with you as a person.
For example, you know what you’ll get when you see Michael Bay and Ari Aster in the credits. You want people to recognize your name, so building your brand is crucial. Filmmakers can achieve this by being content creators.
The options for modern media are endless. For example, podcasts make excellent supplementary content to pair with a movie, giving the audience a behind-the-scenes look. Producing one doesn’t need much equipment, so content creators can keep it simple. Adding a visual element is effective marketing, so podcasters use LED lights to increase the brightness and ensure viewers can easily see the host.
6. Use Old-Fashioned Advertising
While modern advertising occurs online, there is room for old-fashioned advertising on TV and radio. This strategy works best if the film has a targeted audience based on geography.
For example, a documentary about a Minneapolis politician will be most popular among Twin Cities and Minnesota residents. Filmmakers should consider running ads on local television and radio stations to reach their target audience.
7. Build Relationships With the Media
A filmmaker’s relationship with the media is essential to ensure marketing success. The most straightforward path is to send the movie to local critics and ask for a review.
Giving them an exclusive preview could be a solid opportunity for them in the field of movie critiques and for you as the filmmaker. Critics with less experience may be more eager to write reviews if they need to make a name for themselves.
While movie critics are a solid option, exercising caution is essential because you don’t want to get on their bad side before they’ve seen the opening credits. Filmmakers should consider hiring a publicist or other communications professionals if the budget allows.
Solo marketing adventures may require producers to persuade critics themselves. Regardless, making connections is essential for getting your name out there positively.
Navigating the Marketing Mountain
Producing a film is hard enough, and now you must get people to watch it. The movie market is saturated, so breaking through and grabbing attention can be challenging to do by yourself. However, these seven tips can get your marketing campaign started.
Lean into modern trends and popular social media apps to reach broad audiences and maximize engagement.
