There’s no magic formula for selling your film, but the place to start is with your proven strengths – building on what’s known before seeking the unknown.
Use Films as Sales Tools
Many films initially started as something else: comic books, music videos, books, plays, video games, etc. It’s easier to carry your success over to a full-length feature film when you’ve already established yourself to some degree (even if it’s in a related field). Previous accomplishments show that you’re dedicated, can complete a project, have professional work samples, and are able to deliver a ready-made audience.
Short films always make good sales tools for pitching full-length films. They show what you can do and provide a teaser of what a longer version could be like. A small collection of high-quality short films (preferably those screened at film festivals) makes a memorable calling card while trying to find investors and distributors. One of the most successful examples of this is the highly profitable offbeat comedy Napoleon Dynamite, which was adapted from Jared Hess’s short film Paluca (reportedly made for about $500 and starring Jon Heder), and in addition to a lucrative theatrical run and DVD release, launched a wide array of spin-off products including toys and clothing.
Explore Every Option for Films
Create different versions of your film as you work on the project. For example, documentaries can be shot as theatrical versions and television versions with built-in commercial or pledge breaks, in hopes of appealing to different markets. Different lengths, different endings, and different editing (for sensitivity ratings) will give you more flexibility when pitching the film.
When entering film festivals – which is almost always a good idea – try to find something about your film that will stand out from the others. Attend screenings and address the audience whenever possible. Being accepted into a film festival (even the smaller ones) is an honor worth mentioning on your film’s website and in your press materials. Winning awards at festivals gives you even more media coverage and clout with distributors.
The Importance of Actors
It sounds much simpler than it is, but do your best to hire name actors for your film (or at least one and then others might follow). This is by far the easiest way to find distributors. Using star power in the newspaper print ads and on the DVD box translates directly into sales dollars. The best way to attract name actors is, of course, through a fantastic script. Write a dynamic, original script with fresh characters and crisp dialogue that actors will be proud to associate their names with, and this will get you the cast that you want for your film.
Finding a distributor can be a daunting task. Before self-distributing your film or giving up on distribution and moving to the next project, employ your best sales tools and explore every available option for obtaining the broadest possible exposure for your film.
