Add marketing to the list of things you need to know

Just when you start thinking “I’m really getting a handle on this movie-making thing” there’s another whole field of study and skill to learn.

I’m working on a marketing plan for my (still unnamed) feature film. It’s really hard, despite the fact that I’ve been working in ‘marketing’ as a day job for the past ten years or so. Or so I thought.

I realized, while reading Seth Godin’s new (and fantastic) book This is Marketing, that I haven’t really been marketing. I’ve just been working on tactics. SEO, paid search, advertising, analytics.

In the past couple weeks I’ve been thinking about the story of the film, how to talk about it in a way that resonates with people, that creates tension and makes them want to see it. And about the stories that my target audiences tell themselves, how they view the world, what they care about, why they choose to watch one movie or another, and why they tell their friends to watch a movie (or not).

The irony is that I think about that all the time when writing screenplays, how to create suspense and tension and create the feeling of “what happens next?”. It’s weird how bad we are at applying what we know in one domain to another.

Making people move

Rewriting the script today.

We did a table read on Wednesday. The beginning doesn’t work, the story takes too long to gets moving.

And I’ve been trying to figure out how to handle scenes where a group of people are talking and not really moving. Time to go to the well…

I decided it’s better to make them move more and talk less, to give them props, and let the characters inhabit and interact with the space more.

I re-watched The Discreet Charm of the Bourgeoisie and saw how Bunuel moves the camera and the characters around to say so much and play with the frame.

Once I have the thought that they have to move, it gives the scenes more life. Not just speaking words, but moving each other around, pushing and pulling with words.

And re-watched Rope as well, another dinner party film.

 

Writing better headlines

I came across this Buzzsumo post during my reading for my day job in digital marketing: “We Analyzed 100 million Headlines. Here’s What We Learned (New Research).”

No, I don’t have to write clickbait articles at my job but I do have to write ads and compelling copy to help sell a product that I happen to think is pretty great. And it occurred to me that I don’t often enough utilize the skills I have from my day career in my filmmaking career and I almost certainly don’t put enough thought into headlines I would write for say a trailer I’m posting on Facebook.

Anyway, this article might be interesting to you if you’re a filmmaker and you need help convincing people to watch your videos and get interested in what you have to say.






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