The Schedule
Now that you’ve generated all this material, it’s important to plan when each piece of it goes public. A common mistake among indie moviemakers is just to post everything as soon as it’s been created, but simply tossing things up on the web at random doesn’t let interest in your flick build, which you want to do all the way up until your release date.
Major distributors have lengthy campaigns, with most of the marketing contained within the final two months and kicked off by the release of their “main” trailer. But for indie films, which have limited niche appeal and even more limited financial support, it makes more sense to confine the publicity campaign to about four weeks. It’s enough time to build interest, but not so lengthy that you wear out your welcome. (The effort here is very similar to a crowdfunding campaign, and it’s interesting to note that Kickstarter’s own site recommends 30 days as an ideal campaign length.)
The important thing to remember is that you want something new about your movie to hit the public each week, as widely as it can go. And during the last week of your campaign, you ideally want something fresh released every day.
During this time, if any outlets ask to review the film, say yes. After all, they’re coming to you, which demonstrates they’re indie-friendly and likely to review it kindly. You should provide them with the link to your online screener, press kit and a few photos. Also make sure you ask them to “hold review” until a few days before your film’s release. If they recommend your movie, you want their readers to have only a short wait at most before they can see it.
Four Weeks Before Release
As you begin your campaign you should email everyone on your list, crafting slightly different notes for press outlets, festivals and organizations. Attach your press release and include the link to your brand-new trailer. You can be forward by asking them to post the trailer on their site, but also remember to be brief and professional. This is “dropping” your trailer, and whenever you “drop” something in the future, you’ll be repeating this process.
While it’s time-consuming, I feel it’s important to individualize each email you send. You’re more likely get traction if you’re not just sending out a bulk message, and as different sites give you different kinds of coverage, you’ll develop an individual relationship with each one.
If you have some sort of pre-existing “in” with a major web outlet, like ComingSoon.net or AintItCool.com, then it might be wise to contact them a day or two earlier and offer them an “exclusive” on the trailer. If one of these sizable outlets posts it, hundreds of others will pick up the story without you having to lift another finger. Those sites in the “trailer ripple” can be added to your growing press list.
Three Weeks Before Release
This is the week to begin your “added value” campaign. If it’s a contest, select a website that carried your trailer and propose it to them. Finding a partner like this is vital in getting enough entries to make the contest worthwhile.
Also, take this time to pitch your self-written news stories to the appropriate websites (if you’re pitching a print magazine, you’ll need to do this a lot earlier. At least two months before your movie comes out is recommended.) Don’t be shy about asking them to publish your articles the week of the film’s release. Everyone knows this is all about promotion.
Lastly, you should “drop” a least one additional video. From here on out, plan on doing this at least once a week.
Two Weeks Before Release
If your press list contains any broadcast or web-radio outlets, contact them and see if you or anyone on your team can get on the air in the days before your release date. This includes podcasts, which usually have a one-to-two-week lead time. You should also offer some outlets “exclusives” on your clips, and, like last week, unleash another video.
One Week Before Release
If your timing has been right, your self-written articles should be popping up, film clips should be appearing as “exclusives” and members of your team should be featured on podcasts, radio and, if you’re very savvy, television. Reviews should begin materializing as well.
As links to all this material become available, ask your team and former festivals to repost them on all their social media platforms. Drop a new video each day. If you’re running a contest, announce your winner.
Day of Release
The big day has arrived. Post at least one last video, sit at your computer and keep all the balls you’ve tossed in the air aloft. And if you can, email everyone one last time to thank them for their help. When you have another movie, you’ll need them all again. MM
Paul Osborne’s feature Favor is currently available on VOD everywhere. This article first appeared in MovieMaker‘s Spring 2014 issue.
Top image courtesy of Shutterstock.
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