A strategy for making the most of your festival experience.
by Jon Fitzgerald
Set Clear Goals
Most filmmakers look to festivals to land a distribution deal. Others will be satisfied with positive feedback from an enthusiastic audience. Good press and accolades can also really help the life of a film. Festivals provide opportunities to travel the world and to forge relations with talent for future collaborations. While some filmmakers can afford to play the festival circuit for a year or more, others simply want the opportunity to play a few, test the waters and move on. Their goal is to pursue alternative means of distribution, or prepare for their next project, with a solid calling card in tow. Whatever your goals are, develop a strategy before you start the submission process.
Research Festivals Thoroughly
With over 1,200 film festivals scattered throughout the world (and new ones being added each year), it has become increasingly difficult for emerging filmmakers to navigate this crazy circuit. Fortunately, the Internet has become a great resource, with many sites offering detailed festival guides, articles and information (see Resources). All credible festivals also have their own websites. Take note of the films that have played in certain festivals, and consider programming models and how your film may or may not make sense for them. Learn which fests are primarily industry vs regional events, which ones have a market component or are destination festivals. Many top tier fests will be a combination of all of the above and are visited by other fest directors, who seek films to invite to their respective fests. Which festivals have good prizes? Who has participated on their juries? What are their attendance figures? What type of hospitality program do they offer? Depending on your overall strategy, these factors will be more or less important.
Budget your Festival Journey
The unfortunate reality for most indie filmmakers is that they scrape together every last dollar to get their movies through post. Many don’t realize that getting their film out to an actual audience will also cost money. With so many festivals out there, filmmakers can spend several thousand dollars on application fees alone. Press Kits and postage costs start to add up. Most festivals don’t have airline deals and only certain fests will provide accommodations. You can be creative and score some meals through hosted brunches and happy hours, but expenses pile up. If you get into a major fest, it can get expensive to bring on a Producer's Rep and/or Publicist, which will be key in giving you the best chance to get some attention there. Knowing how much you have to spend and what to expect from each event is key to forming your strategy.
Prepare Solid Press Materials
While there is a range, there are some standards for a press kit. The basics include: production notes, synopsis, cast and crew list, stills and reviews (if available). Key art will help establish an identity, and can be used for post cards and one-sheets. Clip reels will also be necessary should you find an opportunity for local TV coverage.
Put Together a Good Team
As festival guru Jeff Dowd once said, the Chicago Bulls didn’t win all those championships with Michael Jordan alone. It was a team effort. An agent or rep can be helpful in putting together your submission and getting the attention of festival programmers. If you get into one of the top festivals (Sundance, Cannes, Toronto), it can take the help of a producers’ rep, agent or publicist to help generate some buzz in and get your films on the radar. Nearly all of the films acquired out of Sundance had reps. If you can’t afford an A-team, it is still worth talking to filmmakers who have been there before. Get their feedback and try to get introductions to industry veterans who may have some advice to impart.
Be Selective About Your World Premiere
You only get one chance to have your World or US Premiere, and with the right strategy, you can really make it count. Some festivals have clear policies on premieres. Others won’t tell you this is the case, but you can see from their press releases that all festivals like to tout their number of premieres. I’ve seen some films miss an opportunity to screen at a top tier festival because they had jumped the gun and accepted invitations to smaller fests that couldn’t really help them achieve their goals. If you’re fortunate enough to get premiere at a credible festival, you will be hounded to send out screenings to industry professionals. If possible, hold out. Take advantage of that premiere and force them to see it on the big screen with an audience.
Manage Your Expectations
While it’s important to think positively about your work, securing a theatrical distribution deal is extremely difficult so go in with reasonable expectations. I’ve met many filmmakers who were sure they were going to get accepted to Sundance and land the deal with Miramax. The sad truth is the odds are overwhelmingly against you, in both instances. The good news is that there are still plenty of other festival opportunities out there; and if you play your cards right, you will have your shot at distribution and/or finding the exposure you’re looking for. With so many alternative means of distribution, whether it’s a theatrical service deal, cable, DVD or Internet, there is always another path to success.
Make Your Screenings Count
If you have a rep or other support on your team, they will work with you to fill the theater with the right audience. Otherwise, find the angles yourself. Who is your target audience and how can you reach them? Create a clever post card and promote to local bookstores, coffee houses and the media. If you’re at a festival filled with industry players, they need to know about your screening, and be clear on why they should see your film over another in the same time slot. Members of the press should be given Press Kits and general festival guests should have your film on their schedule as a must see. Fill seats with friends and family. Don’t assume that you can just show up at your screening without hustling and find a packed house.
Get to Know the Festival Staff
These people work very hard to support independent filmmakers and produce festivals for very little pay. Treat them well and know that they will often talk up your film, recommending it to VIPs, press, and locals who always want to know what’s worth seeing and frequently ask staff for the "inside scoop" on the buzz titles.
Have a Good Time
Don’t miss out on the unique experiences having your film play in a festival can offer. Regardless of the outcome of your distribution objectives, festivals provide a great opportunity to travel to interesting locales, meet other filmmakers and participate in mixers and special events. You may not make the sale, you could find talent for your next project, meet a key industry player or participate in some interesting panel discussions.
Fitzgerald is the President of Right Angle Studios, a new company that provides consulting services to independent filmmakers on film festival, marketing and distribution strategies.
