How can you find a profitable niche in the film industry?

Despite having Block Buster or Oscar dreams, the truth is most successful filmmakers do not make it to that pinnacle because there is not much space up there. If you think about how many graduate film school versus the common names you hear in Hollywood, it makes you wonder, where do they end up? The truth is, you have to find your audience, your niche. Maybe it's not Netflix or HB Max. Maybe it's LMN or BET+, Maybe it's Network television or a smaller niche streaming platform like Kweli TV or Tubi or maybe it's your neighbourhood. People simply looking for something independent to watch in their local small theatre or on an outdoor screen. Think about how Tyler Perry, and Robert Rodriguez became self made. It was finding their niche.

Finding a specific niche offering allows you to focus on the right customers for your first clients. I found my niche through doing what I called "Fit Test" conversations with past clients and people who represented my ideal clients. I asked them what was important to them, where they saw a need and what their goals were. Then I pitched my service. Originally I was pitching 90 minute feature documentaries. But through my Fit Test conversations I uncovered a need for short form storytelling. My niche is Documentary Storytelling around technology and healthcare. Right now that focus is on customer testimonial documentaries that deliver ROI to both sales and marketing. I'm grateful to the the 30+ conversations I had that got me here!

You won't know your niche until you test your niche and test it often and consistently. I now see people finding success on Twitter with vertical 10 minute series and I have seen companies find success on Youtube. Ever heard of Chu Chu TV? I saw them at Kidscreen once and I asked them who they were planning to sell content to? They said no one. They make enough revenue on Youtube to pay their staff and fund their shows. They were simply at the market to have a presence. If you suspect your market is your community or Tubi or Tik Tok. Test it out by creating content for that platform consistently and take note of what does well and what doesn't and lean into the content that does well.

There's a lot of gobble-di-goop language in the business of business, but it often boils down to some very simple principles: work hard, learn from a mentor, do the best work you can, and be humble when the situation calls for it. Also - have fun and respect the people you work with. Problem solved. :)

Play to your strengths and don't hide who you are. The first 10 years of my professional career I never mentioned the kinds of films I made to my clients, the art I was making or my passions. I'm passionate about science fiction, documentary and women's narratives. I have a sci-fi movie podcast and have directed a handful of succesful sci-fi short films. Today I am upfront about my personal film work, I don't hide it. I own my niche and my interests as a way to connect with my clients. It also validates me in the industries I work with: med tech, AI and sustainability. There are thousands of filmmakers offering similar services to you. Lean into what makes you special.