Joni eccentricproductions.com.au

Recently my masters class had the CEO of Madman Entertainment, Paul Wiegard, come and discuss independent film distribution in Australia. Firstly, I should note that as a filmmaker one of the most important elements of a project is securing distribution deals. With so many hopeful filmmakers it seems to be an after-thought, but the truth is distribution should be one of the first elements looked secured when starting a project.

Ewan Burnett from Burberry entertainment highlighted briefly how when putting together an idea he secures distribution from the start. Lack of distribution is one of the primary issues many new film makers run into. So why is it that distribution is often so much of an afterthought?

Madman is a distribution company that deals specifically with Niche film markets. I have to admit when Wiegard mentioned this was “Madman’s” driving concept, I was not sold. For those of you, who know Madman and are reading this, please excuse my prior ignorance.

I could see clearly how dealing with Niche markets in the US would be a great idea. But, I did not think there would be enough movie goers in Australia and New Zealand to make this sort of business venture “down-under” viable. I was clearly wrong, because after the lecture I came home and did a little research into Madman and discovered they have an excellent turnover every year and are constantly expanding and keeping up with technological changes. This is not bad for a ten-year-old niche market company. What I also thought about is how the whole world is really made up of niche markets. Sure, we have our so-called blockbusters but what they really are, are big niche markets. We have the Jews, Italians, French, Asian, young, old….etc, all of whom compromise their own niche markets.

Upon further research I also discovered Madman was one of the first distribution companies to realize how DVD’s were going to revolutionize the entertainment industry. They not only taped into an unseen market but they also understood the concept of technological growth in the industry.

The film industry is not simply about producing good films. We are currently in a technological renaissance period for films. Technology is rapidly changing both the way we view films, interact with films and what films we choose to view.

Madman is an example of a company who had foresight into the industry and the possibility of change in the industry. I think part of the foresight producers and film makers now need is securing their marketing and distribution before a film is commenced.

I would also like to share some quotes that I took from the lecture that I found very enticing:

“ everyone has to be a sales person of some kind”

“Know who your market is?”, it is amazing how many film-makers have no idea about who their intended audience is.

“Never watch your film with buyers, they are all pretending not to be interested…even if they love it”

The End

Publicity –Publicity
Recently we have been inundated with publicists. But, I get it, I get it. Its not enough to make a good film if now one sees it! You have to learn how to best publicize and market your film and like all things this is a skill. Kerrie, now a freelance publicist outlined the most important elements of putting together your publicity material as follows:

1) Aim/Objective of piece.
2) Target Audience.
3) Strength and weakness of project (Kerrie advises outlining your weakness, and combating them before other people do, I think this is just good business management in any field)
4) Pitch
5) Multimedia platforms that might be used.
6) Evaluation, evaluate whether your efforts have been successful or not after the project is complete.

However, more than anything the one point that Kerrie kept coming back to was Photos, Photos, and Photos. She felt that photos where one of the greatest weapons used to publicize ones work. Photos are what get people interested and capture their attention to actually read an article. Furthermore, she felt that hero photos, which are staged photos, as opposed to still taken during performances where more powerful.

In article handed to us by an ABC publicist representative the first line reads “ the single most important element in ensuring your documentary receives maximum press coverage is the quality and strength of the stills you provide as part of the press kit”. So as one can see the point is stressed and re-stressed.

Our ABC representative Yasmin Kentera went on to highlight the consistency that should be used in one’s press kit. The style of the font should carry through as well as certain images which are being used to sell the idea. What I also liked that Yasmin said, and that as an event coordinator I have always used a lot of, is premiums. Premiums, associated objects to get peoples attention should when even possible be sent with the press kit.

Kentera then went on to discuss what she felt should be included and hightlighted in the press kit:

1) Awesome cover to get peoples attention.
2) Tag line.
3) Short and long synopsis.
4) Character breakdowns/character synopsis.
5) Possibly use some quates from the actors themselves.
6) Cast list
7) Information about the film maker.
8) Any other selling points from other cast or crew.

So as one can see, there really is no set formula except make sure you have great photos. More than anything a press kit is simply about identifying what you believe your main selling points in this particular project are and selling those!

Okay, so this brings me to my short film and what I believe my selling points are. Well I do believe I am on to a new genre or at least continuing to make layers on an already existent genre. I feel like I have really looked into Baz Luhrmans style but I have also looked into Bollywood style and how some people are trying to make this more accessible for everyone. My style tries to combine them both. And, lets not forget dance is currently the new craze! Every time you turn around there is a new dance show, so lets hope I am on to something. I do have high expectations.

Is blogging therapy in a world where people are too afraid to speak their minds face to face. People seem to find it easier to send their real thoughts out into cyber land rather than deal with their real feelings to one another. Gosh what a world we live in.