[digg=http://www.digg.com/movies/Give_away_your_film_for_greater_exposure]There is something sick in the film industry. We all know this. From an average DVD-buying consumer to the indie filmmaking community to the academics in their ivory towers to the disgruntled industry insiders, we all know that the rot set in a long time ago. Whether you’re a film school grad trying to get a break or a filmmaker trying to get funding or a consumer standing in the cinema with only four choices on the menu – film is hard, way too hard. Now, I’m not here to get into a discussion about the film industry creating an impenetrable bubble for those of us who are trying to get in, what I am here to talk about is giving your film away for free.
Much of this blog is fueled by the likes of Lance Weiler and Arin Crumley who are actually doing this kinda stuff in practice. My inspiration for writing this blog was the incredibly brief treatment of the “give your art away” discussion in this months Filmmaker Magazine. Arin and Susan gave another interview about their experiences in the world of self-distribution a while ago and during the course of that interview he said something way more interesting than anything Filmmaker published. He said, and I’m paraphrasing here folks, brace yourselves, that it would have been more beneficial for them to have had their movie already up on YouTube while they were doing the festival tour. It is this issue that I believe is so much more important than anything else surrounding the self distribution debate.
We’re are being constantly bombarded by people telling us not to blow our creative and commercial load too soon, excuse the analogy, but we are. For example, in a meeting earlier this month about a web tv project I have ties with, a University lecturer made a point that completely threw me. She said that you need to hold off as long as possible, launch all your content at once and hit the students with a high impact marketing campaign to ensure that they watch. What? Now, while everything else she said was brilliant and useful and insightful this just made no sense to me. Where’s the longtail? Where’s the viral tasty morsels that all those media snacking YouTube junkies wanna stuff down their faces?!?! This is old world thinking people surely it would be better to launch the site with basic content and release regular episodes to encourage stickiness? What I’m trying to say is that giving it all away in one big dollop of flash video is surely not the way forward. Arin and Susan have the right idea, give it away for free, get a sticky following, so to speak, and release the goods themselves when you’re most high-profile to your given audience. So in the case of indie film you need the viral video episodes and the film online. You’re not losing anything by giving it away, you’re not diminishing your selling power with distributors you’re gaining more ammunition to prove that this film has an audience and if you snap it up now there’s a theatrical life for this film just as much as there’s an online life.
The industry and us as filmmakers need to stop thinking of our films as precious and start whoring. How can we get people to view this flick? How can we create a revenue stream from that viewing method? How can we get our video blogs onto every video sharing site on the Internet? And how can we get the film itself onto as may of those sites too!?! Now, I’m not saying there aren’t obstacles to this - upload limits in terms of size and film length as well as average viewer attention span etc. but seriously if you play this right folks you can get that regular viewing audience that are interested enough to watch the whole film online and you can prove to the web 2.0 industries that it is viable for them to sponsor your flick and in turn the film industry must surely pay notice.
I’ve said enough… but check out the following links for further information and some inspiration.
From Here to Awesome - A alternative discovery distribution film festival.
Arincrumley.com - Arin’s personal site, loads of blogage and self-distribution info.
Tube Mogul - Distribute your video to a plethora of online sites.
K
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February 11, 2008 at 4:35 pm
Mark
This old school Press Release product approach is sooooo ingrained in many peers and teachers minds, that snapping out of it is mucho harder than we think. Unless we have full control of the creative process and distribution options, we’re largely stuck. Eg: my boss and his animation project. He wanted to the ‘big launch’ thing desperately, but after months of me wearing him down, its looking like the ‘online buzz’ is a more beneficial way forward for him… its just a shame that the project is over 12months in, before he’s considering it. In my training gigs, we preach the ‘tell a story’ approach to company projects and to allow people to follow the process journey instead of trying to pitch it at the end and hope people pick up on it. One question I get asked alot at these training gigs, is ‘where’s the money in it?’ (refering to the free web2.0 sites that everyone can sign up to)… and it always gets the same answer ‘numbers’. The more eyeballs, the more value. 1% of nothing is nothing. 1% of a lot is everything.