Tag Archives: Ted Hope

Using Pinterest for your Film

Written by Sheri Candler, co author of Selling Your Film Without Selling Your Soul

This post was originally published on February 21 on Sheri Candler Marketing and Publicity’s blog and republished with additions on the Tribeca Future of Film blog February 27.

I know, collective groan “yet another social network to keep up with?” Seems like there is a new one born every minute and many of them fail to get off the ground. But here is why Pinterest might be a site you should consider using for your production.

-In just one month (December 2011-January 2012), Pinterest saw traffic increase over 155% and over the last 6 months, traffic increased by 4000%. As of this month, they had over 11 million unique visitors to the site and over 10 million registered users from all over the world.

-Statistics show Pinterest drives more referral traffic on the Web than Google+, YouTube, Reddit and LinkedIn combined. The beauty of pinning photos/videos is they link back to websites, thus driving traffic. They are nofollow links, so it doesn’t help with SEO, but any link that drives traffic to a site is good for awareness and conversion.

-Mainly, the site now attracts women in the age range 25-44 who love fashion, home decorating and family related products. As it gains more of a following, this is bound to change. Still, if that is a target demographic for your film…

-Activities are based on images so rather than having to write a lot, you can simply post photo collections and they don’t even have to be your own photos! I think this is the highly attractive thing about Pinterest, in fact I am hearing about Pinterest addiction. Users typically spend 11 minutes on the site each visit. User scanning pictures is a lot more enjoyable than scanning status updates on Facebook clearly. Plus there is no EdgeRank to deal with. Once someone decides to follow your boards, they continually see new additions you make in their stream whenever they log in.

-The key for users doesn’t seem to be gaining followers, but gaining repins meaning they want to have people think what they pin is cool (or hot, or whatever). They strive to be INFLUENCERS and that is exactly the people you want to find and connect with. Because people can follow boards they find interesting, it is possible to have many more followers on your boards than you do on your account profile.

-It integrates with your other social accounts like Facebook and Twitter and hopefully Google Plus is coming. There are embed badge widgets you can install on your website to integrate all of your social channels. Word of caution, at the moment the site only connects to Facebook PROFILES not business or professional pages, so you probably shouldn’t opt to sign in with Facebook if you are using this for your film, just sign in with your email and don’t connect to Facebook. If you want to tie Pinterest to your Twitter account, make sure it is the one you use for your film and when G+ comes online, make sure you have signed up using a gmail account for the production, not for your personal gmail account. However, other users can sign in with their social accounts and things they pin show up in their Facebook or Twitter stream, very handy for word of mouth spread about you and your film.

There is a “scoreboard” of sorts showing how many boards and followers you have over all, as well as followers of only certain boards and repins of your pins. The site also allows you to glean from others what they are interested in. You can start to “listen” to what your potential audience thinks is interesting by viewing what they select to pin. You don’t follow people as much as you follow things, ideas, topics on Pinterest. You can repin something someone else has posted and this can open the door to a conversation. They can do the same with your pins and you are alerted via email when someone does this and it shows under that image on your board. This is an enormous help when you are trying to figure out what to post, what boards to create, what resonates most?  While Facebook is about people and brands, Pinterest is about things and interests. You can only post images or video and some comments and tags in text on your boards.

I only recently started using it for the Joffrey project I am working on which is why all of my boards are devoted to that. Looking at them gives a good idea on the kind of thing you could use it for on your production. In my workshop presentations, I talk about posting regularly on your social channels and not just information directly about your film, but also about the interests of your audience; those who would be a fan of your film and of yourself as an artist. I am using the boards to show Joffrey history through pictures and videos; the ballets they created, the ballets they revived, their alumni dancers, Robert Joffrey through the years as well as photos of the merchandise available to buy through our site. It’s a balance of audience interest and promotion for the film.

I noticed Ted Hope is using his boards to express his personal interests , things and people he admires and wants to draw more attention to, his artistic accomplishments and resources he uses that he thinks would be helpful to his connections. All of these things help in attracting an audience both to his films, but also to his professional life as a producer. His personal tastes are reflected in all of his boards and none are devoted to posting family vacations! The point being, we can get to know Ted as a professional person without his having to reveal too much private information.

Other artists in the indie film space currently starting to use Pinterest are writer/director James Gunn; transmedia educator/artist Christy Dena who uses her boards to showcase ideas about narrative, interactive and game design ideas she has discovered;  filmmaker Erik Proulx has created boards that show his advertising and design background and what he finds inspirational for this. You may remember his short film Lemonade about those who were laid off, particularly in the advertising industry, and found inspiration to reinvent their lives completely. I think Erik is kind of into these inspirational, motivational, life changing stories which is why he is making another film called Lemonade Detroit about a city that is reinventing itself. Filmmaker Gary King uses his boards to show his inspirations, showcase actors and actresses he loves and his career accomplishments. Film blog Film School Rejects uses their boards to keep readers updated on this year’s Oscar contenders, interesting movie posters their readers might like and films they are watching.

Pinterest is just getting started so don’t be alarmed that you have missed the boat. You still have first mover advantage here. You must join by invitation only, but those invitations aren’t difficult to obtain. You can request one on their site.

A word about self promotion

As with any social network, you should be using Pinterest to directly connect with audience on a personal level, not as a one way promotional channel. Use creative ways to showcase your personal identity and vision and use it as a magnet to attract those most interested in what you, as an artist, have to say. You will find your audience is much more willing to stay with you across projects when you are mindful of their interests.Sho us your style, the way you see the world, the way you tell a story, not just “buy my DVD.” Contribute something of value to the community, and they will keep coming back.

Populate your boards before you start trying to add followers. As with any new endeavor online, you need some interesting content first. You wouldn’t promote a website that only has a landing page that says coming soon, so start by thinking through what you want to say about yourself and your work, who are you trying to attract (this could be different types of audiences, which is fine), and analyzing visuals you can use from your own assets. Also, the account can have more than one contributor which is good for sharing the responsibility of board maintenance with your marketing team.

As with anything you do online, track referral traffic coming to your site via Pinterest. If you use Google Analytics, you can find out how to do this here

Pinterest is dead easy to get started on, but if you like tutorials, watch this video.

Pinterest jargon

A Pin-an image added to Pinterest by a registered user

A Pinner-someone who is a registered user of Pinterest

Pinning-the act of sharing an image on Pinterest

A Pinboard-a collection of pins usually categorized around a topic, interest or theme

Repin-sharing some else’s pin on one of your own boards

Pin It Button-a widget badge one can embed on their website to let others know about a Pinterest account. Also a bookmark shortcut one can add to a toolbar to easily pin something  seen online to one a board.

 


Bright Spot: Bots High

Florida filmmaker Joey Daoud writes a blog called Coffee and Celluloid and I was in touch with him just before SXSW 2011 where he was doing some guerrilla screenings of his film Bots High, a documentary following the adventures of high school students who build combat robots. He shared the path to distribution of his film on the blog a few days ago and I asked if I could repost it here for all who may have missed it. Joey is one of many entrepreneurial filmmakers who are now taking responsibility for their work and connecting it to the people most likely to enjoy it. His efforts merit some championing so he’s our Bright Spot for today.

 

Great film!
- Handwritten note on a festival rejection letter

The above note sums up the festival experience of my feature film Bots High quite well. A film that people who see, love, yet didn’t get much traction on the festival circuit. It played at some festivals, won some Best Documentary awards, got some good reviews, and I had some great experiences and am thankful for the festivals that took a chance on the film. But obviously not the Sundance, SXSW, TIFF festival run you imagine while making the film 1.

Below, I’ll be outlining how I’m taking my film’s future solely in my own hands, and the ideas that led to this strategy.

What Can You Do That I Can’t?

Epic festival run or not, the next question is, “Now what?” This is a question most of us filmmakers face once we have a finished film. Even the top indie films with recognizable actors are having a hard time getting distribution deals with upfront money. Three Sundance films just posted Kickstarter campaigns to raise distribution money. Dying to Do Letterman has run a phenomenal campaign to raise money to do their own Oscar qualifying theatrical run.

Do you try to raise more money and do everything yourself? Do you tour the film around and hope to break even, like Total Badass? Hope a company comes along to pick it up? With so many digital outlets yet so few companies putting money into buying films, choosing the right path for your film reminds me of the stress of picking the “right” college.

I received some distribution offers, but nothing that paid anything upfront, just some backend percentage. This means I’m going to have to sign away broad definitions of certain rights for 20 years (essentially forever as far as the film is concerned), no guarantee that any money will be put into a marketing campaign, and hope that maybe I’ll see a couple of thousand in return.

The main question I asked for every offer is, “What can you do that I can’t do myself?” Let’s take the best offer, one from a company whose name I actually recognized. They wanted all digital rights and would get the film on iTunes, Netflix Instant, Amazon, Xbox, etc, and keep 25%. Not a terrible deal, but not many guarantees on marketing, prominent placement, etc. I can handle the online stuff through Distribber – pay a flat fee, keep everything, both money and rights. With a lot of new online-only companies out there, I feel like they’re all just trying to build their library instead of putting their time and money behind something because they believe in it.

Good deal for someone whose film has been sitting on a shelf, not for someone that just wrapped and still has some fight in them.

Check Out the Film…Possibly at a Festival Near You…Or Online…Soon

Packed theater at the Bots High World Premiere

 

Bear with me as I take you through three realizations I had that will soon merge into the mega-idea.

The bigger question wasn’t how to get it online, it was how do I launch. How do I build enough buzz so the online launch is relevant? How do I get the film on people’s radar? Previously, if I told someone about the film, or pitched a blog to write about it, it’s like, “Maybe the film will play at a festival near you…or sign up for the newsletter and I’ll let you know when it’s on iTunes.” There was no target date, no time to build towards, that people writing about the film could say, “Here is a cool film, you can watch it on this day.”

Around the same time of this brainstorming, when I was crashing SXSW with an underground screening, I found it was incredibly easy to set up a free screening (shocker!). I held a screening at the University of Texas. They donated a theater, I didn’t charge admission (but sold some DVDs), super easy – no worries about rental costs and breaking even.

Get Your Priorities Straight

If 2 you read Jon Reiss‘ great book Think Outside the Box Office, one of his key points when making your distribution plan is to figure out your goals. Do you want to make money, promote a cause, or use the film to market yourself? Going into this, as I’m sure most filmmakers do, I’m thinking, “All of the above! It’s going to make money, and because it’s making money that means it has enough buzz that I’m being promoted as a filmmaker.” Clearly, not the case. But one of the main reasons I made this movie instead of trying to work up the Hollywood ladder was to have a feature film to my name to lead to more, paid work.

So with a reworking of priorities, #1 now being to use the film to market myself as a filmmaker, that means getting the film out as wide and far as possible. Combine that with my previous two realizations, and the strategy is quite clear…

A Free Worldwide Screening Day

Yep, one day to direct everyone towards that launches the film. “Hey, Mr. Reporter, check out my film. Your readers can see it October 6, for free!” Using free tools, such as Meetup Everywhere, groups can organize based on their location and create their own screening. I want to empower people to create their own theatrical experience, which as Jon Reiss redescribes as “people watching ‘films’ with other people. Any place.” ‘Theatrical’ is not a 35mm print screening in a movie theater anymore. 3

Even if people don’t come out to a screening, here are my goals from the plan when someone mentions Bots High to someone else.

  • “Oh, I’ve heard of that film.”
  • “I saw that.”
  • “I love Bots High, I own it!”

The more blogs that write about it, the more someone is aware of it, the more that will help when I need credibility for other projects.

Free Doesn’t Mean No Money

Let’s be clear, ‘Make Money’ is not off the list (to the comfort of the patient people I owe money to). From my screening experience at festivals and ones I organized, about 2-5% of the audience buys the DVD. My thinking is cast a really wide net and if 1%-3% buy, that’s still a decent amount of money.

But I can’t have a Bots High representative at every screening selling DVDs and counting money. So in the way that I’m empowering people to organize a screening, I figured I could empower them to be retailers as well.

I sell the DVD for $20 on the web site and at screenings. But I’d be totally happy selling a guaranteed 10 DVDs for $10 each, which is what I’m doing with the event organizers. They can buy a 10 pack for $100, and then sell them at their screening for $20 each and keep the profit. I’m happy, they’re happy, win-win!

I foresee a lot of groups hosting screenings being connected to robotics programs or robotics teams themselves. I would love for the film to be used to recruit new members, whether the team does combat robotics or task oriented. I feel like teams could also use this as a fundraiser. So I also setup a ridiculously low $100 fundraising license which lets any non-profit charge admission to the screening as a fundraiser. 10 tickets at $10 and they cover the fee, then everything else goes to their program.

Make it an Event

Q&A at Bots High World Premiere 

 

I am all about Ted Hope’s and Jon Reiss‘ talk of making screenings an event. I want the film to be used as a platform for teams and schools to create an event around. Show off their robots, have mini battles (Google loves sumo-bots), get guest speakers – anything to go beyond just a movie screening and make it a unique night. Also, there needs to be something special about playing the movie on October 6 other than me saying you have to.

The one thing that’s great about festival or independent screenings is the Q&A. I didn’t want to lose that element, and with all the free streaming services out there it doesn’t have to be lost. I’ll be setting up a live webcast of myself and people from the film to answer questions that are tweeted to @botshigh. I figure most of the screenings will be in some sort of college auditorium that’s hooked up to a computer, so switching over to a webcast shouldn’t be a problem.

How You Can Help

And that’s the plan – a free, worldwide launch of my film. So far the press has been good (WIREDLaughing SquidIndieWire) and I’ve got screenings set up in IndiaSpainSouth KoreaBolivia, and 26 other cities. My goal is 100. With schools getting back in session, and constant emailing, I anticipate the numbers to pick up speed pretty quickly.

Of course you, independent film lover / maker who’s reading this, can play an important role and help set up a screening. Go here for all the details.

You can follow me on Twitter at @C47 or the film at @botshigh. I’m toying with an idea of running trailers for other independent films in similar positions before the screener disks of the movie, so if you’re a filmmaker with a movie and might be interested in this, email me.

I’ll be posting more about my experiences with this, including Distribber and getting the DVD on Amazon. Stay tuned!

 

  1. I don’t have a definitive answer for why this is, especially since festivals don’t really give feedback, just some theories from an attempted objective viewpoint, such as the film is light hearted, has a narrow focus, and doesn’t tackle a heavy issue. All the rejection letters cite record high submissions, thanks to the digital revolution which now creates a higher level of noise. I’d like to imagine my film was buried in a Raiders of the Lost Ark style pile and never watched. But who knows. Obviously this experience has left me a little bitter about festivals, which led to question their relevance at all. Especially after my short Space Miami got over 50,000 views and more online press than any festival could give a short. That’s another post, though check out this Fest vs. Online comparison. The thorough Filmmaker Magazine article on Blast! is a good example of what my film went through. 
  2. ‘If’ shouldn’t be there; if you make movies and want them to have a life after creation you must have read Think Outside the Box Office
  3. I’ll be writing in more detail about the online tools I’m using to organize this. 

Read more: http://coffeeandcelluloid.com/the-free-film-distribution-experiment/#ixzz1VLBAfaza