| Creative Strategies to Build an Audience |
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Page 2 of 2 The SpendTraditional mediaThe traditional media are also the most expensive: TV, radio, movie trailers, outdoor advertising and newspapers. Without ignoring them, the independent distributor of a film needs to consider alternative ways to reach the film’s audience. Publicity Of course, publicity is generally much more cost-effective than advertising. So go after “regular” publicity (e.g., interviews with filmmakers and actors), and pursue creative press angles on the film as well. And remember, controversy sells! Less traditional media Think about the role that less traditional media might play. For example, if the audience for your film is female, 12-17 years old, look at possibilities like these:
Word of mouth The best method of all. If your film is good, screen it for large numbers of your target audience. Screen it early, often, and for free. With some work, over time you may find “connectors” to add to your database – extremely outgoing people who have a vast and diverse social network, and who can be invaluable to you in spreading the word. (For more information about connectors and their role, check out Malcolm Gladwell’s best-selling book The Tipping Point.) And more There are many, many more methods than the ones I’ve listed here. Get creative and you’ll come up with your own ideas. The important thing is to know who your audience is, and how and where to reach them.  |
