Tag: Vancouver

The Producer of Marketing and Distribution

Posted on by Emy

This is my article published on screendaily.com.

The Producer of Marketing and Distribution
BY JON REISS

In my first guest column for Screen Daily in November of last year, I introduced what I call the new 50/50. This idea is to convey to filmmakers that half of their work is making the film, half of their work is connecting the film to an audience.

As a filmmaker, I know how difficult adopting these new tasks of marketing and distribution are. I also know how they can interfere with making new films – and there have been a fair amount of complaints lately from filmmakers about being responsible for doing this additional work.

However, just like most filmmakers do not make their films on their own, they should not be distributing and marketing those films on their own. I would argue that from now on, every film needs one person devoted to the distribution and marketing of the film from inception, just as they have a line producer, assistant director, or editor. This person is part of your team from inception, not tacked on at the end of the process.

This is why last autumn, just before sending Think Outside the Box Office to print, I came up with the concept of the Producer of Marketing and Distribution or the PMD. I gave this crew position an official title of PMD because without an official position, this work will continue to not get done. I gave this position the title of producer because it is that important. (For someone learning the ropes, you can start them at coordinator then move them up to associate producer and so on).

Creating a crew position will cause people to seek jobs as a PMD, train to become a PMD, apprentice as a PMD just as people do this for any film crew position. (I’ve already received emails from people excited to become PMDs.) Without a title, it won’t happen. The creation of this crew position should spur schools and institutes to create curriculums in order to train people to fill this role and other people will write books about it (just as there are a plethora of books on how to be a line producer).

I look forward to a near future in which filmmakers/directors will be able to put out calls for PMDs just as they do for DPs and Editors – and that they will get an equal volume of applications. Directors will develop long term relationships with PMDs that “get them” just as they do with DPs, Editors, and Producers etc.

Responsibilities of the PMD include:

1. Identify and engage with the audience for a film.

2. Development of a distribution and marketing strategy and plan for a film in conjunction with the entire team.

3. Create a budget for said plan.

4. Assemble and supervise the necessary team/crew elements to carry out the plan.

5. Audience outreach through organizations, blogs, social networking, online radio etc.

6. Supervise the creation of promotional and (if necessary due to the lack of a separate transmedia coordinator) trans media elements: including the films website script and concept for transmedia, production stills, video assets – both behind the scenes and trans media, promotional copy and art.

7. Outreach to potential distribution and marketing partners such as sponsors, promotional partners, various distribution entities, publicists.

8. When appropriate, engage the distribution process as designed.

9. Supervise the creation of deliverables.

I have created a number of educational activities to help recognize the creation of this position and help filmmakers take control of the distribution and marketing of their films. The first was the book mentioned above which I feel is the first training manual for the PMD. The second is a distribution and tools website www.ultimatefilmguides.com. Finally, I am beginning a series of Think Outside the Box Office (TOTBO) Workshops throughout the world kicking off in London next week on May 8&9 followed by Amsterdam, New York, Vancouver, Los Angeles, Perth, Adelaide, Sydney, Melbourne, San Francisco and Boston. All of these resources should help define the position and the duties of the PMD and I encourage filmmakers to take advantage of these opportunities to learn and grow in their abilities and their craft.

Think Outside the Box Office Book Signing at the Vancouver International Film Festival Forum

I’m heading to Vancouver today to attend the Vancouver International Film Festival’s Forum, where I will be on a panel on Friday October 2nd – see info below. I’ll be doing a few book signings with Biz Books who will have a booth in the Forum. First is scheduled for 5pm on October 1st. Next is right after my panel on October 2nd at 2:15. Finally 5pm on October 2nd. Hope to see you then!

DOC TALK – Friday, October 2

1:00 – 2:15 PM
21st Century Doc Distribution Strategies (FTV20)

Let’s take stock of the current opportunities for documentary distribution. Panelists will discuss the trends in the market – positive and negative – for creative, non-fiction work: developing your doc for broadcast and Internet, targeting audiences, branded content, engaging corporate partners, on-line fundraising, new media platforms and possible new business models that can be ‘embedded’ in various types of media. Find out from these forward leaning filmmakers and distributors who are doing it for themselves and maintaining the digital rights. Film school doesn’t always teach you the ins-and-outs of the real business of new media and distribution. This panel will venture down this path.

Moderator:
Leah Mallen, Founder/President, Twofold Films

Guest Speakers:
Lindsay Nahmiache, Partner/Director of Entertainment & Lifestyle Division, Jive Communications
Jon Reiss, Director, Bomb It
Robin Smith, President, KINOSMITH