Create a dynamic web site and do it long before your film is done. Old-style film web sites are out — blogging and a constant flow of information are in. Blogging and tagging is what the little bots out in cyberspace will recognize and bring you up in the rankings. Thanks to my wonderful friend and web site savior Michael Medaglia and a lot of great blogging by producer Tracy Wares, we were near the top of Google search on “graffiti documentary” even before our world premiere at Tribeca. A great web site also helps you cultivate your niche audience and further allows the theatrical to fuel your DVD release.
I want to know what you think! Comment here or on my blog, or @Jon_Reiss on twitter, or on the TOTBO Facebook page. Check out the book Think Outside the Box Office. I look forward to hearing from you.