For anyone who has attended a production meeting for a new film idea, there are always some common questions that come up. Queries about the script, props, lighting, sound and budget are going to be bandied about back and forth ad nauseam till the film is shot and in the can. As a person who’s primarily familiar with working with indie filmmakers in a much smaller market, one question that rarely comes up is “To whom are we making this for?” This is one aspect of filmmaking that I feel early filmmakers and indie directors working in small markets don’t seem to bother with too much. They often work to get the film shot and edited and hope whoever is interested shows up, but this is not how Hollywood or successful indie filmmakers see it.
You’ve probably heard a million stories about how Hollywood will green-light a film before even a single line of dialogue is ever written. To those of us that see film as an art form, these types of stories paint Hollywood as an industry solely interested in making money. To all you idealistic artists out there, you’re 100% correct; Hollywood’s main priority is raking in millions regardless of the quality of their product. This is why every film student talks shit about Michael Bay while driving their parents’ cars to the local art house theater, and he’s speeding to Hugh Hefner’s mansion in a McLaren. Still, just because a company or entity’s mission might be the absolute opposite of your own, doesn’t mean you shouldn’t emulate the things they do right, and one thing they’re damn good at is knowing who to target their films to.
Now, I’m not saying you should necessarily read the box office trends this year and just copy whatever’s popular. You be you. Make the film you want to make, but at least ask yourself who you’re making this film for. Many of you have already heard the term “target audience” and probably just assume they’re out there somewhere, but it’s more than that. It’s important that you know the type of film you’re making, and more importantly, find out who likes that type of film. Oh, you’re making a zombie film? Try promoting at a local showing of Dawn of The Dead. This seems obvious, but as I said earlier rarely have I been to a production meeting where someone asked, “Who are we targeting this film to?”
A lot of early filmmakers treat the search for their audience like a game of Battleship. Once they’re done with the film, they begin to haphazardly send it out to whatever festival comes to mind till they get sick of spending their paychecks on countless rejection letters. The film is then shelved, but hey, at least they get to put it on their IMDB page.
This is the result of not having a plan of attack and not taking the time to select the type of venues that will produce the most exposure in the long run. There are literally hundreds of film festivals in the country. Rather than sending them out to the closest ones or the ones you think will be easy to get into, try sending them to the festivals you know your audience will be at. Is it a comedy? Instead of spending $30 on the submission fee to your in-state film festival, why not try submitting to a festival like the Laugh Out Loud Short Film Fest. Is it a sci-fi? Many comic conventions now have their very own film competitions for their fans. It’s important to show your film to the type of people who will enjoy it and keep talking about it. This works to become a word of mouth marketing strategy, which is more successful now than it’s ever been, what with the popularity of social media.
It doesn’t take too much effort to find your audience. If you enjoy the type of films you make, they’re probably going to be at a lot of the venues you wish you could go to. A quick glance at local film showings or a simple Google search for festivals that specialize in your type of film can introduce you to the type of people who will keep talking about your film. To sum it up, make a plan and do some research. Don’t leave anything up to chance.