ACT 4 of 4: "The Laundry" Don't let your filmmaking dreams become a nightmare! Manage the risks with the Filmmaking FundamentaLIST

ACT 4:

The Laundry

The day has finally arrived.  You have made it to your final destination.  You left your ship long ago and journeyed on foot with the band of merry warriors you’ve compiled over these long and sometimes painful months; all now unified by the singular purpose of finding the entrance to the “Lost City of Gold”, where you will claim your rightful seat on the filmmakers’ “Council of Bankability”.  

You have come a long way since those early days, when you looked out over the treacherous sea from the dizzying heights of the ‘Filmmaking’ cliffs, clueless as to the difficulties you will face; Unaware of the many hidden pitfalls that lay in wait for you but driven forward by an irrational and inflexible desire to fulfil your one true destiny.    

With each step you take, the forest opens up some more and the path widens.  You feel excited, almost weightless, as if gravity itself has succumb to your singular purpose and offers to cradle you in its palm.  The infectious support and positivity of your merry warriors manifests itself as an impenetrable and magical shield; alive, devoted and circling you at all times, growing magnificently in strength and stature, as it devours any critique or questioning that may arise from those pesky naysayers and non-believers.   With your shield readied and your armor intact, you pause momentarily to catch your breath before the towering gates of this walled city, drunk on hope and smiling uncontrollably.   Your destiny awaits. 

As you exhale and try to garner some semblance of serenity amidst the excitement, your gaze happens upon a plaque, discreetly embedded in the shadows of the gateway.  It reads:

“Who are you to claim fair passage to “The City of Gold?”

The answer isn’t in the opening credits; it’s in the echo chamber you’ve developed from the day you embarked on your adventure.  

The challenge will be to draw key industry players into your echo chamber and to feed them a narrative that keeps them positively engaged.  In the era of new media, the journey has become almost as important as the finished film, for a new filmmaker.  But be careful not to overdo it like an overzealous first-time publicist, trapped in the misunderstanding that the loudest voice wins the “Golden Ticket”.  

At this stage of your film’s lifecycle, your priority should be to whisper the “Right” words with the ‘Right’ value attributes, into the “Right” ears at the “Gatekeepers Union”.   Use your publicity, website and social media platforms to create an on-going narrative but focus your key messaging on adding real or perceived value to your film, designed to appeal specifically to the eyes of the industry;  a key casting or production decision, on-boarding an Executive Producer or a renowned financier, a Professional or Technical achievement or Award; any data highlighting positive consumer interest in the film or similar titles.  Use these targeted messages to lean into connections in the industry and fertilize the soil through which you plan to plant and reap a bumper harvest.  Showcase your film’s relationship with current affairs, sub-plots and social, political, cultural or historical themes that resonate with audiences but be aware that too much noise can drown out your key messaging and overwhelm the decision-makers you’re hoping to attract. 

When the day finally arrives and you are actively seeking a Sales Agent, they should already know that you have a viable product with all the necessary attributes for success.  

Film can tend to be a nepotistic and sensitive industry. So, whilst targeting the key decision makers, be careful not to overlook people that can affect or influence a positive outcome for you in any way.  Be excited by your film, stay excited by it and sell it using all the strategic weapons available to you in your growing filmmakers’ arsenal.  

Develop a phased communications plan, targeted at Distributors.  Provided you’ve taken the time to understand what audiences want and therefore what Distributors need, you will automatically have what you need to secure a strong sales representative or agency to help you turn your film into money.  Recognize that it is the Sales Agents and not the distributors that are the Gatekeepers to the city.  They will leverage the weight of their slate and on-going relationships with festival programmers, to buy selection, nomination and influence at festivals and markets and to tap into their established distributor network. 

Without an inside track or an established and ready audience, pre-sales are wholly unrealistic so you will need a finished product to sell.  Don’t make the mistake of trying to own the whole process and distribute the film yourself, unless you have no other option.  Sales agents have built enduring relationships with Distributor networks over time.  They understand the International markets and how to play the game and are best placed to realize your film’s real value. They serve as an intermediary between Filmmakers, Producers and Distributors and cannot risk the integrity of their relationships with Distributors or their hard-earned reputation.

Recognize that as an unknown commodity, the burden is on you to prove why your title belongs on a particular slate and at the level you projected.  No one values your film more than you, so try not to let your emotions get in the way of any reasonable offers.  Don’t be afraid to lean on your Sales Agent’s know-how.  Maintain ownership of your film at all times but trust and support your Agency, as they are the Generals who will oversee your ground operation when your film enters the battlefield.  They should offer you detailed territory/country-wise projections based on results for similar titles and help you to identify the best release window, taking into account the best route-to-market, competitive titles, screen availability, nuanced Distributor choices, cultural sensitivities and seasonal considerations.  Empower them to use this “Blacklight of Knowledge” to expose your “All Access Pass” to the city and guide you onwards in your career towards the “Council of Bankability”.