Cutting through the static

Last November the internet hit a major milestone, over a 100 million sites with registered domain names and active content. The web is considered to be the great equalizer for filmmakers, one which promises cost effective promotion and distribution. But where do you start and what’s the best way to design a cost effective online promotional campaign that can help you build an audience for your work? Here are few suggestions to help you get started.

IT IS NEVER TO EARLY - There’s an old adage, don’t seek publicity too early for a project because the press won’t cover it twice. For some reason people apply the same theory to their online strategies and often wait until the last minute to create a site for their work. By waiting until the last minute they loose valuable time that could have been used to build their audience. For instance I used the audience that I cultivated for http://HEADTRAUMAMOVIE.com to help me promote the movie at my festival showings, during my theatrical runs across the country and most recently with the Cinema ARG screenings.

IDENTIFY YOUR AUDIENCE - This might sound simple but you’d be amazed how often filmmakers say, I made the film for people like me. Maybe this is true, but you need to take some time to identify your audience. Who are they and what will attract them to your work? Once you know who the audience is you can start to figure out the best way to reach them online. In some cases you will also be able to find partners to help you amplify your reach.

KNOW YOUR HOOKS - You want people to keep coming back to your sites. What is it about your project that will get people to return or better yet subscribe to your RSS feed or join your mailing list? Is it capturing the process with updates on production or post? Or maybe creating additional content in the form of a video podcast? http://FOUREYEDMONSTERS.com created a podcast that’s been viewed over 1.5 million times, and helped to drive large numbers of people to the project. The podcast turned the cameras on their struggle to find distribution. Other hooks could come from storylines, characters or topics that could relate to your film. In many cases the hooks you need are the same ones that sets your project apart from the pack. Chances are the hooks you use to promote will also be the hooks that you can use when it comes time to do a press push...

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