Most low-budget film producers, we typically reserve about $100 for marketing. In other words, whatever, if anything, is left over at the end.
It struck me the other day that a Hollywood film will probably spend 40-50% of the production budget on marketing.
So a $100 million movie will have $40-50 million spent on marketing. I don’t have actual figures so I might be well off but I think I’m in the ballpark there.
The equivalent would be a $100k indie film spending $40-50k on marketing. I don’t think anyone does that — maybe some distributors?
The marketing plan for most low-budget films seems to be:
- Get into a good festival
- Get a distributor
The problem with this is that the distributor might not do any real marketing. They might not even know how to or they might just not care. We could argue about whether this is a good business strategy, but it’s almost certainly not a good strategy for the individual filmmaker.
The alternative, I think, is to do the marketing yourself. To figure out who will want to see your film and how to reach them and then how to create tension so that they want to pay money to watch your film.
I say “I think” because I haven’t done it yet, I haven’t tested it yet. I don’t know if it works. But I do know that spending a ton of money to reach a narrow audience is neither smart nor feasible.
So, how to spend $5k to get back $7.5k? And how to scale that to $50k or $100k?
If we can figure this out, we can make movies sustainably. We’ll see.