How to Raise Marketing Funds and Publicity for a Feature Film

While making an independent film is difficult, the biggest challenges arise once the filming has stopped and its time to try and sell it. Your promotion and marketing budget may be small, but it shouldn't stop you from being able to create a buzz about your film.

Instructions

Difficulty: Moderate

Things You’ll Need:

• PC with Internet Access

1. Those who create independent films wear many hats and one of the most important is that of publicist.
2. There are a variety of organisations who you can approach for film funding which would include the costs of marketing and publicity. These include: Philanthropy.Com, Foundation Council, Foundation Center, Foundation Lists,State Art Grants, Arthur Vining Davis Foundations, Artist Trust,Center For Independent Documentary
   Corporation for Public Broadcasting, Creative Capital,Film Arts Foundation Grants, Filmmaker Program.org, Ford Foundation
   John D. and Catherine T. MacArthur Foundation, The Kongsgaard-Goldman Foundation, Minnesota Humanities Commission, National Endowment for the Arts, National Endowment for the Humanites, Pacific Pioneer Fund, Paul G. Allen Foundations, The Paul Robeson Fund for Independent Media, The Puffin Foundation Ltd., Playboy Foundation, The Wallace Alexander Gerbode Foundation
   You will need to look at each organisation to determine which suits your film best. They also assist with the funding of the film itself. This could be a lengthy process, so if you're hoping to get in the theatres soon, it's best to arrange publicity yourself.
3. Your state's film commission may be able to offer support as well in promoting your work.
4. Most of us have heard of Cannes and Sundance, however there are hundreds, if not more, film festivals held globally each year. Many of these are attended by the big players in cinema as well as many members of the press, so it's worth investigating having your film showcased at one. They include: Raindance Film Festival, Seattle International Film Festival, San Francisco International Festival,Telluride Indiefest,South By Southwest, American Film Institute, Boston Film Festival, Houston International Film Festival, Chicago International Film Festival,Cleveland International Film Festival,Denver International Film Festival,Film Arts Festival Of Independent Cinema,Hawaii International Film Festival, Heartland Film Festival,Hollywood Film Festival,Los Angeles Film Festival,Mill Valley Film Festival,New York Film Festival,Northwest Film and Video Festival,
   Resfest Digital Film Festival,Santa Barbara International Film Festival, Atlanta Film Festival, The Hamptons International Film Festival, Tribeca Film Festival,IMVF-Indie Music Video Festival,Magnolia Independent Film Festival,Sonoma Valley Film Festival,
   The Zoie Films Festival.
5. Put together a press release which draws on something unique about the film. You need something that will set yours apart from the others in that pile. Is your film contraversial? Newsworthy? Features an unusual technique? Sing its praises and highlight it! It might be worth scanning the internet for sample press releases that have worked!
6. With your press release in place, create your press pack. This should include an advance and not-for-resale copy of your film on dvd. If it's still in the making, you could always send a 10-minute trailer that will tease the reviewer.
   
   If you have some funds, you might consider being a bit extravagant with your press pack. If your film is about butterflies, consider including a little something that the reviewer will notice - such as a butterfly shaped lollipop or bookmark.
7. Send out press packs to film reviewers who could introduce your film to the public. Don't forget to start with your local newspapers, television station and radio stations! Starting local gives you an edge and if your film does well locally, it could spread by word of mouth.
   
   Consider reviewers such as: Hollywood Reporter, Rotten Tomatoes, Roger Ebert, Mr Cranky,Movie Query Engine, Parent Reviews, IFilm, Data Base Reviews, NY Times,Harry Knowles, USA Today, New Flix, Entertainment Weekly, Cine Magazine, Reviews and News, Reviews and Trailers, Movieclubonline.
8. Send out a press release to industry and trade magazines such as: Variety Weekly, Hollywood Reporter,Creative Content, Movieline,
   Moviemaker, Playback Magazine,Backstage,Premiere, Screen International,
   Ain't It Cool,Independent News,Independent Filmmaker News, Streaming News, Screentalk Magazine and Independent Film Forum.
9. Don't forget about word-of-mouth advertising by promoting your film with a video on YouTube or setting up a page on one of the main social networking sites (Bebo, Facebook, MySpace). Encourage your friends to spread the word among their friends by linking to your site.
10. If your budget allows, set up your own website. This will offer your project credibility as well as allow the public to contact you about the film. Link your site to as many sites and forums as possible that relate to your film's subject. If your film is about a divorcee, why not post links in divorced forums?
11. Consider organisations that might back your film. If it's a wildlife documentary, contact a group which is working with that particular species to protect it. They may mention your film on their site!

Tips & Warnings

• Think outside of the box and think laterally. You've invested time and money in your film - by understanding its audience you can market and promote it without having to rely heavily on outside funding.