I have found the vast majority of filmmakers are passionate to tell their story – this is primal. And now more than ever, that stage on which to tell your story/show your film has never been more crowded. Most filmmakers have a vision and passion to make their film, and many have been highly trained in great film schools to make that film, but what most aren’t trained for is the commercial line of film-making.

In this article, I explore in brief aspects of film marketing. A film’s life cycle is typically the actual making of the film from pre-production, production and post production.  This can take years to fully develop the product, finance it, market and distribute.

Today, a filmmaker must consider combining creativity and business essentials for the art to make any sense. As film maker’s we all want our final products to be recognized. Then how do we ensure the success we are yearning for?  As a creative, it is essential to be an all-round professional with skills and knowledge of creative, legal, financing, production, marketing and distribution, and be able to practically apply them.

On a set, a filmmaker is faced with various caliber of people, thus  must be able to multi-task, handle all types of personalities, pitch, coach, stand their ground, corral, cajole, and yes, sometimes scream and demand to get results. As we endeavour to perfect the art, let us attempt to give the independent filmmaker an overview of all the areas he/she must take into account and take responsibility for in order to succeed. The key areas include; development, packaging, financing, production, marketing and distribution.

Film Development is one of the least understood and least prepared for phases of a film’s cycle in Kenya. It is the foundation on which your film will stand or fail for the rest of its phases. Understanding this, filmmakers ought to ensure that each aspect of their film’s development is just as perfectly planned, budgeted and sufficiently funded as its production. As an all rounded Producer, you must be fully funded and prepared to get the film from option of material to fully funded and ready to start pre-production.

At this stage, consider paying for writing, legal work for contracts generated, business plan, memorandums, budget and schedule, location scouting, visual pitch and promotional materials, marketing among others.

The Pitch – Pitching is an important step in getting a film financed, produced and distributed. Consider addressing 3 pitch audiences and be prepared to respond to each of their different expectations and needs; the finance, distributors or and International Sales Agents and the consumer of your product.

Film Finance – Financing a film can be the trickiest part of making the film. Hence until the day you are totally funded, you need to pay constant attention to detail on your potential sources and approach.

Film Production – at this stage, the film is now fully developed financed and you are now finally able to begin production. Production here refers to: Preproduction; preparatory measures that include opening of a production office; hire all crew; engage a locations scouts, secure the locations, rentals for camera and lighting packages; prepare shooting schedules among others.

Principal Photography: This refers to the period when the principal photography will be shot. After this time, all of the scenes for the movie are completed. Postproduction: the period, the director and editor will select the best shots of the various scenes and edit those that take into an assembly of the entire film.  After these, various departments consider inclusions that are not limited to music, visual effects, sound design, color corrections and the final Sound Mix.

Film Marketing – the film has been made and now you want to get it to the market. So what are the best ways to market your film? This challenge can be an uphill task to the filmmaker. It requires a lot of hard work and time, provided the filmmaker is willing to take some responsibility for developing and implementing a well-thought out marketing plan.

The plan may include among others various marketing tools, that may comprise; social media, niche-targeted advertising to reach their audience. It is important to begin this process as soon as you start development of the film. I suggest that you must have a line item in your development and production budgets for Marketing, which should include, but not be limited to, social media, website, film festivals, and blogs, among others. To maximize your marketing effectiveness, all marketing pieces must work together.

Filmmakers should connect with viewers online and at screenings, establish direct relationships with them and build core personal audiences. Ask for their support, making it clear that DVD purchases from the website will help you break even and make more movies. Every filmmaker with a website has the chance to turn visitors into subscribers, subscribers into purchasers, and purchasers into true fans who can contribute to new productions.

Film Distribution – Distribution is simply the method by which distributors or the aggregators get your film into the marketplace via theatres, VOD, DVD or television. Theatrical distribution arguably is the single most beneficial release window, as it can establish a film’s brand extending to all other ancillary markets.

However, you need time, money and effort to create that brand. During production, the director and producer are kings and in almost total control over hundreds of people and millions of dollars. Once the film is delivered, the distributor is in near total control.

In the advent of the digital platforms, media revolution is having a massive impact on the delivery and options for distribution, as well as, the marketing and brand creation of the project. This is a window for empowering filmmakers to explore alternative distribution options.

Film is serious business, let’s get serious!

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

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