I’m in the final stages of post production on a feature film, Bare Knuckles. Eric Etebari, our director, and I are preparing our plan for launch, premiere, marketing and ultimate sale of the film. During this process we’ve noticed that the way films are released has changed drastically in the past few years. It’s all about the internet and two very powerful words, Viral Buzz.
Let’s face it, with the advent of Tivo and the next generation of video and HD recorders not many folks watch commercials on TV anymore. We’ve evolved into a society of content demanding, time crunched, media savvy multitaskers.
Traditional methods of “announcing” new releases has been overshadowed by clever internet campaigns that involve and include the viewers. Did any of you receive a personalized phone message from Samuel Jackson inviting you to head directly to the nearest theater to see Snakes on a Plane? Or how about an email with video attached that featured images of your friends in the Wedding Crashers trailer. The Simpson’s Movie hit consumers by dressing up 7-11 stores to look like Quick E Marts and used the web to sound out the call for free slurpees’ on release day.
Variety Online “Among the major studios, the average cost of marketing a domestic release was $35.9 million in 2007. That’s only an average, meaning event pics cost much more. That’s a far cry from 1995, when “Toy Story” was the most advertised film of the year, with a marketing budget of around $35 million.”
But spending lots of money doesn’t always guarantee reaching your intended market. Billboards, commercials and print ads are targeted to a more general audience while web and viral campaigns can be more effective due to precise delivery to special interest groups.
As independent filmmakers we don’t have expansive budgets for marketing and promotions but we have an edge because we are closer to our viewers. We’ve asked them what they want and now we are keen to deliver. Since shooting Bare Knuckles last summer we have held our cards close to our chest. We’ve been careful not to leak the story, release any video or photos and it has caused a minor uproar. Our fans want proof that this film even exists. They challenged us with the theory that it must be terrible since we didn’t show it off… or that we haven’t finished it yet… or that there never really was a film.
Truth is, we wanted to cause a big sensation with a stealth delivery of a knock out hit. Kinda like a sucker punch to the doubtful few. I hope our plan works and fans flock to the theaters clamoring for tickets to the show.
For those of you who are waiting patiently for the release of Bare Knuckles, hold on tight cause we have a few surprises ahead that will send you to the ropes.
Brandy said,
April 30, 2008 @ 7:53 am
Our fans want proof that this film even exists
Yes, that’s it exactly. Too many times there has been hoopla about Etebari involved in some film and then-poof- you never see it, never hear of it again. Save your hype and just show us your stuff.
Michelle said,
May 4, 2008 @ 3:25 am
Be careful. If you string anticipation along too long, then you wear out your audience’s interest or patience – the film release becomes anticlimatic. We want the film to be a success, but we like bits of information periodically before the big marketing push.
Alison Richards - Producer said,
May 5, 2008 @ 5:51 pm
I agree with the dangers of “stringing along the audience” however in this case, we have followed normal time-line for completion and release of the film. When we posted our details on Imdb.com the fans started hounding us for more info. We were delighted as such early interest (completely unsolicited on our behalf) but we were following a plan that was set long before we started shooting. It hasn’t been a year since we went into production and at the 4 month mark we started getting requests for promo material.
What’s worse, spitting out junk to satisfy the demands of others or sticking to our carefully designed plan and adhering to the wishes of our investors? Jumping the gun isn’t a good way to respond. We do value the attention and will do our best to satisfy the wishes of market who seems ravenous for a good female fight movie. No false promises, no hidden agenda, we will release when the film is complete as per plan. Thanks to all who are patiently waiting for the big day!