Getting into the business means actually getting started on your own for profit. This arises when one has crossed certain milestones especially in reconciling effort verses some success. When the reconciliation of the two is positive, one may not need to break into private venture but instead, the business comes to you. A number of times, this has happened to many entrepreneurs especially when opportunities come their way. Suddenly, positive vibes start coming, free publicity and key followers sizes up.

What does this mean to film business start-ups? Start making work on your own by considering yourself a winner while building an audience and gaining some recognition, and adding to the number of those willing to help you from the industry. Consider gaining industry validation from the industry as compared to if you were to gain it on your own.

Fundamentally, as we get more film professionals joining the industry, there are key questions that must be answered. It is now easy to acquire filming equipment as the costs of the same have come down. This means that, many people who would not previously have been able to afford to make films now are able to make them. Also, there are more and more outlets for distributing films to a global audience than ever before.

Creators have to imagine an oversupply of films which as a result may drive down the sales numbers from distributors and the amount of money consumers are willing to pay. There being continuous change in consumer behavior and watching patterns. Filmmakers must respond to questions such as why buy a DVD for X amount or leave home to go to the cinema when you can see the film online for free or for a very low cost and at ones convenience.

The film market has become so uncertain with various disruptions arising from technological changes, audience changing needs, competing interests hence more difficult to get the attention of an audience who now have an overabundance of leisure activities such gaming, YouTube, cable channels among others. As we make films, this calls for us to be steadfast and strong in making films capable of grabbing wide attention repeatedly.

Marketing has to be at play and alive to the changing times. There is no specific format to follow, but strategies in use keep changing all the time. This is as a result of the ever changing time and tools, new tools come up, old ones fade away, capabilities on all of them change, audience needs also change. A strategy based on knowing who your audience is in an in-depth way and what you want to achieve is critical as part of your overall marketing strategy. Today, the social networks are a game changer, as they are about sharing, researching, selling through influence etc. As filmmakers break into professional businesses, there is need to separate their accounts into business and personal use and keep what they share on those channels. What will pull you off from a professional standpoint will be what you share with an audience and what draws them to you and your professional work.

As we discuss, the business of film, there is need to respond to questions such as why people make films. Generally, many filmmakers do side jobs and only do film productions for personal satisfaction. In such kind of a mindset, how do we reconfigure our minds to orient the art into the profit making business?

In forging the journey in the business of film, let us craft the art, put it in perspective and consolidate all factors for growth. Enjoy film making and tell more stories for the world to share.

The writer is a Chartered Marketer and film industry professional. Can be reached at timothy.owase@live.com

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