PMD FAQ 2: What are the responsibilities of a PMD?
The responsibilities of a PMD are wide and varied. Not all films will utilize all of these elements (since every film is different and will have a unique approach to distribution and marketing), but each should be considered when strategizing and planning for the film’s release.
1. Identify, research and engage with the audience for the film.
2. Develop a distribution and marketing strategy and plan for the film in conjunction with the key principles of the filmmaking team. Integrate this plan into the business plan for the film.
3. Create a budget for the M&D plan.
4. As needed and appropriate: strategize and implement fundraising from the audience of the film in conjunction with or in replace of traditional financing which would include: crowdfunding, organizational partnerships, sponsorships and even modified versions of traditional fundraising.
5. Assemble and supervise the necessary team/crew elements to carry out the plan which can include social media, publicity, M&D production crew for extra diagetic material, key artists, editors, bookers etc.
6. Audience outreach through organizations, blogs, social media (including email collection), traditional publicity etc.
7. Supervise the creation of promotional and (if necessary due to the lack of a separate transmedia producer) trans media elements: script and concept for transmedia, the films website and social media sites, production stills, video assets – both behind the scenes and trans media, promotional copy and art/key art. As with marketing and distribution it is always best to conceptualize any transmedia aspect of a film project from inception.
8. Outreach to potential distribution and marketing partners including film festivals, theatrical service companies, community theatrical bookers, DVD distributors, Digital and VOD aggregators, TV sales agents, foreign sales agents as well as sponsors and promotional partners.
Just FYI – nearly all of the above and much of 9 happen before the film is finished.
9. Supervise the creation of traditional deliverables in addition to creation of all media needed for the execution of the release as needed including:
• Live event/theatrical: Prints either 35 or Disk or Drive. Any other physical prep for event screenings.
• Merchandise: All hard good physical products including DVDs and any special packaging (authoring and replication) and all other forms of merchandise: books, apparel, toys, reproductions of props etc, and hard versions of games.
• Digital products: encoding of digital products, iphone/Android apps etc.
10. Modify and adjust the distribution and marketing plan as the film progresses as information about audience, market, new opportunities, partnerships arise.
11. When appropriate, engage the distribution process, which includes the release of:
• Live Event Theatrical – Booking, delivery, of all forms of public exhibition of the film including all elements that make the screenings special events (appearances, live performance etc.)
• Merchandise – Distribution of all hard good physical products created for the film.
• Digitally – oversee all sales of the film in the form of 0s and 1s: TV/Cable/VOD/Mobile/Broadband/Video games etc.
• This not just in the home territory – but also internationally.
• Some of these activities may be handled in conjunction with a distribution partner in which case the PMD would be supervising the execution in conjunction with that partner.
• This release should integrated into the overall transmedia plan of the film if one exists. Of course the best case scenario is for this integration to occur from inception.
12. Ramp up the marketing of the film to coincide with the release, which includes:
• Social Media
• Organizational Relationships
• Sponsorship Relationships
• Affiliate and Email Marketing
• Media Buys (as warranted)
• Pushing Trailers and other video content
• Any specific marketing especially tailored to the film.
• Promoting and releasing trailers and other forms of video material
This list should indicate how it would be difficult, if not impossible to expect existing traditional crew categories to accomplish or even coordinate the work outlined above. Due to the amount of work, a team would need to be assembled to accomplish all of these tasks, just as a production team is assembled. In addition while some of the work above is “quantifiable”, much of it is not – just like much of what a producer or even director does is not “quantifiable”.