| Distributor's Input to the Marketing Plan |
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| Mark Slone | |
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Page 1 of 3 At various stages in the packaging process, a producer will be asked to provide a marketing plan. My focus here is on the domestic plan – the one that your distributor will undertake. The international marketing plan is an entirely separate document, to be developed with your international sales agent. (Why? Because your domestic distributor is selling to the exhibitors and the public, while your international team sells to other distributors. The similarities in the two plans are only superficial.)Planning the planThe first draft of your marketing plan should be complete by the time you are actively pitching distribution, so you can demonstrate your initial thoughts on audience development.Your distributor -- This is an ideal time to involve your distributor, who has likely defended many such plans to funding agencies and can help you with yours. Ultimately, his expertise should and will prevail – but when you bring him in early, you avoid a situation where he may have to redirect an entire existing plan. Instead, you can work on it together. You educate him about your vision for the film, and, by being actively engaged in the process, you also learn more yourself. Plan length – Some projects will contain a wealth of information for you to use. Others, because of their scope or nature, may not. So, make the marketing plan just as long as it needs to be. But don’t pad! Think of the analysts who have to read the document – they won’t be fooled, and might resent having their time wasted. Empathy for the bureaucrats will pay off. Key data – You want to set yourself apart from the pack, so don’t miss any key data. Analysts need to be able to make comparisons and measure your film against other projects up for funding, as well as against the competitive environment it will face upon theatrical release. Preparing the planThere is often some confusion about what should be included and, perhaps more importantly, what should be left out. Why do I stress the importance of knowing what to leave out? Because a lot will change between this point in the life of your film and the day it opens. Overdoing the plan would be a waste of time, and might signal arrogance on your part, or – even worse – cluelessness.Continued... |
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