marketing your film in the age of social media

3/7/2012 © Mathias Noschis alphapanda.com

RaindanceMarketing Your Film in the Age of Social Media3rd July 2012

3/7/2012 © Mathias Noschis alphapanda.com

Mathias Noschis

• Career start in independent film in Switzerland and the South Caucasus

• International experience in advertising, public relations and social media for Toy Story 3, Black Swan, The A-Team, Alice in Wonderland...

• Today working with independent producers and majors in Europe

3/7/2012 © Mathias Noschis alphapanda.com

Film Marketing

“Any activity that assists a film in reaching its target audience at any time throughout its life.”John Durie, 2000

3/7/2012 © Mathias Noschis alphapanda.com

Audience

Pre-production Production Festivals Release

Traditional Film Marketing

3/7/2012 © Mathias Noschis alphapanda.com

Pre-production Production Festivals Release

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Film Marketing in the age of social media

3/7/2012 © Mathias Noschis alphapanda.com

A new way of thinking

• Start early• Be creative• Plan a detailed schedule• Think content creation• Include in the financing plan

3/7/2012 © Mathias Noschis alphapanda.com

Schedule for today

• The basics: genre, positioning, target audience• Promotional assets• The community• Action!• Planning and costing

14/3/2012 © Mathias Noschis alphapanda.com

The basics: genre, positioning, target audience

3/7/2012 © Mathias Noschis alphapanda.com

Genre & Positioning

Genre defines:• Target audience• Festival strategy• Promotional assets

Positioning defined by:• One-line synopsis• Similar titles• Marketing hooks

3/7/2012 © Mathias Noschis alphapanda.com

Target Audience

• Primary target:• Age, gender, interests, profession

• Secondary targets:• Larger group• Market niche (place, demographics, interest, theme)

3/7/2012 © Mathias Noschis alphapanda.com

3 hooks

14/3/2012 © Mathias Noschis alphapanda.com

Promotional Assets

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Stills

Film is a visual art, high quality stills are essential

A few rules:• Get a still photographer• Identify crucial scenes• Prepare a written brief (anticipate your needs)• Select 4-5 stills max• Stills aren’t a separate art form from your film!

3/7/2012 © Mathias Noschis alphapanda.com

Main Artwork

• Write detailed brief for graphic designer• Convey up to three concepts

• Usage:• Festival• Theatrical and home entertainment release• DVD cover

3/7/2012 © Mathias Noschis alphapanda.com

Video Material• Trailer / Teaser• Clips• Interviews / featurettes / EPK• Others

• Use time between scenes during shoot• Duration: 1-3 minutes• Usage:

• Theatrical & home entertainment release• DVD extras

3/7/2012 © Mathias Noschis alphapanda.com

Interviews & Press kit

Interviews:• Director• Actors

Press kit content:• 3 synopses• Director’s note• High-res images• Links to site & Facebook page

3/7/2012 © Mathias Noschis alphapanda.com

Website

• No strategic importance for the marketing campaign• Mainly for journalists and professionals: think reputation at the end

of the film’s lifecycle• Content:

• Synopsis• Trailer / Images• Press kit• Links to articles• Call to action!

14/3/2012 © Mathias Noschis alphapanda.com

The community

3/7/2012 © Mathias Noschis alphapanda.com

Building a community

• Where to build and infiltrate?• Facebook / Twitter• Forums• Newsletters• Specialised sites or blogs

• Preliminary research:• Monitoring• Facebook ads

3/7/2012 © Mathias Noschis alphapanda.com

Social media specific activities

3/7/2012 © Mathias Noschis alphapanda.com

examples for you

• Organise a casting via Facebook• Involve your local community• Organise competitions• Consider crowdfunding

3/7/2012 © Mathias Noschis alphapanda.com

Crowd-funding and Crowd-sourcing

Crowd-funding:• Collecting funds through social media• Creation of an engaged and loyal community

Crowd-sourcing:• Outsourcing activities to the community

14/3/2012 © Mathias Noschis alphapanda.com

Action!

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Blog & vlog

3/7/2012 © Mathias Noschis alphapanda.com

Creative partnerships

3/7/2012 © Mathias Noschis alphapanda.com

Viral activities

3/7/2012 © Mathias Noschis alphapanda.com

advices for successful viral campaigns

• Be current• Go into your audience’s head

3/7/2012 © Mathias Noschis alphapanda.com

Guerrilla marketing

3/7/2012 © Mathias Noschis alphapanda.com

Public relations

14/3/2012 © Mathias Noschis alphapanda.com

Planning and costing

3/7/2012 © Mathias Noschis alphapanda.com

Planning

• Building the community• Asset creation• Promotional activities

3/7/2012 © Mathias Noschis alphapanda.com

Costing

• Staff• Agencies• Asset creation• Events

3/7/2012 © Mathias Noschis alphapanda.com

Additional Resources

Selling Your Film without Selling Your Soulwww.sellingyourfilm.comBlogs:• www.shericandler.com• www.pmdforhire.com• www.movieviral.com

3/7/2012 © Mathias Noschis alphapanda.com

Get in touch

www.alphapanda.commathias@alphapanda.comLinkedIn: Mathias NoschisTwitter: @FilmMktgwww.slideshare.com/alphapanda