Announcing the Official Launch of My IMDB Page

 

Hello All,

 

As I’ve been doing more unit publicity work in film & television in last few years and looking into new opportunities to continue to help amazing narratives in film, TV and web get the promotion they deserve and get discovered, I thought it was time to officially put my experience in the industry out there.

That’s why today, I’m pleased to make the announcement on the official launch of my IMDB page! As always, you’ll be able to follow me on here and via Twitter for the latest updates on all types of projects from social media marketing to blogging/copywriting but my IMDB page will have all the official listings of all my unit publicity experience.

Keep it locked to my blog here & on my IMDB page for everything film!

The Ultimate Guide to Short Film Distribution Platforms

If you’re following me on Twitter or happened to read any of my tweets, I’m sure you’ve noticed a theme: I love to show my support for the amazing stories behind indie feature and short films. You’ve probably also seen some evidence of that love through my Crazy8s case study (found here and here.)

And, as a unit publicist and social media strategist, I’ve spent a lot of years watching films, talking and collaborating with several indie film teams on PR campaigns and social media strategies to get their projects the recognition they deserve. In this conversations, I’ve discovered some general themes with how indie film makers work:

  • They understand that in order for their films to achieve recognition, they need publicity. But they need help navigating/obtaining press coverage.
  • As creators, they’d rather focus on putting together all the elements to get their stories to screen (line producing, screen writing, location scouting, casting etc.) than promoting the pre-, production and post-online via social media
  • They’re so focused on pre-production, filming then post-production that they completely ignore/forget the topic of distribution.

Now, I can definitely help clients with points #1 and #2, but the more film makers I talked to, the more I felt like I should also give them a nudge with distribution. It hardly seems fair that directors, producers and screenwriters (sometimes all 3 jobs rolled into one person) who spent an inordinate amount of time working on a project would just throw the film to be screened for free via YouTube or Vimeo. Now I know Vimeo and other VOD platforms have options to set up film rentals, but there should still be more of a revenue stream to it, you know?

Attention all indie filmmakers:  YOU DESERVE TO GENERATE REVENUE OFF YOUR FILM, DON’T APOLOGIZE FOR IT!!

To make sure you don’t forget about distribution or just put your project up for free as an afterthought, I’ve put together the ultimate guide for short film (though you CAN distribute feature-length films on these as well) distribution.

 1) VHX

 

Great for: Short & Feature Films, Web Series, TV Series

Some of the pros from the VHX platform: You can build an entire website using their website templates or you can use their customizable embed tools to integrate the widgets that will allow people to see the trailers and purchase/rent the films on your existing website.

You control all the pricing and content whether you decide to embed the widgets onto your site or build an entirely new one. You can decide to run your own subscription network (branded for your production company) to give your fans unlimited streaming of all your projects with monthly or annual plans or sell downloads and rentals of all your films. They have a handy dandy calculator that will show you how their fees stack up and how much video uploading, the subscription and buy/rent options cost.

2)Distrify

 

Great for: Short & Feature Films, Web Series, TV Series

Distrify allows you to sell your films even as you’re releasing your first official trailer. You’ll never have to pay to have your film featured on a VOD platform again. You can use Distrify for free to get your film featured on every website your audiences visit simply by sharing the video player. Then they’ll be able to watch your film from any platform. The video player is ultra-fast, HTML5 and allows you to set up rental/download options as well.

It’s available worldwide in multiple languages and currencies and the video player is always optimized for maximum performance on mobile platforms. You also get 85% back with 60p fixed cost and you’ll have the option to set your own pricing for rentals too!

3)Shorts TV

 

Great for: Short Films

This is a company that gives you more than one distribution platform option. All you have to do is complete the short films submission form and email it along with a password protected online link of your film to either the US or World contact for a chance to be featured on the world’s first and only 24/7 HD TV channel dedicated to short films or for download from online distributors such as iTunes, Google Play, Vimeo On Demand, Verizon, Amazon Video US, Amazon Video Germany or Amazon Video UK. Once you submit your film and it gets accepted, the company will upload it onto the platforms for you, so you don’t have to worry. Fans will be to see it on all these VODs as well as several different TV providers in the US and Europe.

4)It’s a Short

 

Great for: Short Films, Other Videos & Web Series

Once you sign up, you can upload and store your films and video content for free with no setup or storage charges. You can share your films via customized links on the different short film channels on the website and enter the associated film festivals on the circuit such as the Seattle International Film Festival and Miami Short Film Festival. You’ll get paid every time someone watches your films as the website allows people to subscribe to their entire library of short films & web series for $2/month or $20/year or rent a film for $1.49/month.

5)Short of the Week

Great for: Short Films

On this platform, you’ll have to pay $29 to submit your film and it’ll increase your chance of getting selected if your film hasn’t premiered online and is free for audiences. Once it’s accepted, you’ll have to send along a press kit and some film stills but in return, it’ll be featured on the website’s exclusive selection of short film channels. They’ll also send you an official launch guide to help position the best online launch for your film possible. They’ll also post official reviews of the short films they accept as well, so along with distribution, you’ll receive some press coverage!

6)Short of the Month

 

Great for: Short Films & Music Videos

This website allows you to submit your film through Film Freeway and they promote all kinds of short films, including the posters and trailers. They feature the films that are accepted onto their website and each accepted short film also enters for a chance to win awards such as Short of the Month (Best Film Award), Best Director, Best Cinematography, Best Poster Design, Best Music Video or Viewer’s Choice Award (Most Viewed/Liked/Shared film on the website). All winning films will be listed on the website for life and receive a signed certificate by the website’s jury members.

Any film that wins Short of the Month will have exclusive advertising with the video & image ads placed across the web platform and an online interview with the director will be published, which means you’ll receive press coverage as well. Fees for submission will depend on which category you choose. For example, if your film is shortlisted under the premium ultra-submission, you’ll receive a dedicated page for your short, 24×7 email support, written review by SOTM team, video and image ads on the website and ad revenue share (with 100% share to filmmaker).

7)Seed and Spark

Great for: Short Films, Feature Films and TV Series

While this LA-based company is primarily a crowdfunding platform for indie films, they also offer a distribution platform. In order to submit your film, you must make sure that it’s not streaming for free elsewhere, own the content outright and fits into the categories of narrative, documentary, animated or experimental feature, short or episodic/transmedia project. You must also have a fanbase of at least 500 followers through social media or crowdfunding. If your film gets selected for distribution, you’ll receive 60% of the revenue split, customized marketing support, deep audience data and total financial transparency. You’ll also have to let the company know how you’ve been gathering your audience and how your project increases representation and inclusion in front of and/or behind the camera.

8)Gumroad

Great for: Short Films, Feature Films, Web Series, TV Series

Unlike some of the other platforms, Gumroad isn’t film or video specific. It’s a marketplace platform that allows you to also sell music, comics, software and books, basically a storefront for any creative industry.

You can personalize the landing page to feature your films and/or embed the Gumroad follow form on your existing website. You can import and export your followers/customers via email list at any time and if you need help, they have a 30-day audience building challenge and a 10-day product launch program. You can give your customers easy offers, sell your films in a wide variety of currencies, add a + sign to the price of a film to allow your audience to pay what they want and highlight your film/TV series/Web series library with dynamic image covers.

When they buy a rental from you, customers will have 30 days to stream (not download) the video files. Once they click “play” on a video file, their access to this file will expire in 72 hours. You can also set up the film to be purchased. How much does it cost to use Gumroad? It starts at $10/month with unlimited bandwidth and payments are just 3.5% + 30 cents per charge.

 

Know any other short film/film distribution platforms? Let me know! And keep it posted here for more posts on indie film, social media and marketing!

 

 

 

 

The Top 6 Most Badass Publicity Campaigns in TV & Movies

If you read our previous blog post about the Top 10 Best Ways to Promote Films & TV Shows, it’s a safe bet that you now have some cool & fun ideas for your next marketing campaign for a new TV series or film.

But when it comes to publicity campaigns, there’s a major difference between piquing your audience’s interest & really making the fans you want, stand up and take notice. We might have already covered a few of them (see: Publicity Stunt from Top 10 Ways to Promote Films), but there are a few other awesome publicity campaigns that deserve recognition for how they push the envelope and generally for how badass they are.

So without further ado, here are top 6 of the most badass publicity campaigns in the history of TV & movies!

  1. Friends Don’t Drink Friends for True Blood

The legendary HBO vampire TV show based on the bestselling novel series The Southern Vampire Mysteries by Charlaine Harris really hit the ground running with their initial publicity campaign.

The series first made influential horror bloggers all across the country sit up and take notice when they mailed them cryptic letters containing vials of the synthetic Tru Blood. It also gave them access to an exclusive vampires-only website announcing the ‘coming out’ of vampires into the real world.

Next came the billboards and bus shelter ads advertising Tru Blood products with the familiar slogans like “Friends Don’t Let Friends Drink Friends”. Audiences were hooked and the rest, as they say, was vampire history.

 

  1. Breaking News for Independence Day

By now, we’ve all heard the infamous 1938 War of the Worlds broadcast (and if you haven’t, The Simpsons parodies it pretty well) where the people were convinced we were actually being invaded by aliens. Well fast forward 58 years later, where Independence Day took it one step further.

The marketing Powers That Be behind the film created a 30 minute news broadcast, complete with a breaking news report of aliens invading. The report was intercut with footage from the film, making it look so realistic that some viewers actually called 911 in a panic.

 

  1. Chart-Topping Hit for The Monkees

As we now know, The Monkees never were a real band. But in 1966, there was a confusing conundrum: the band’s first single “Last Train to Clarksville” was on the radio and moving up the charts; so how could the band be fake?

It was a brilliant move by the show’s producers to blur the line between reality & fiction. By the time the show made it to air 2 months later in Sept. 1966, the single-and the band-was a number #1 hit. By November, the band had a #1 single, the #1 album and one of the hottest TV shows on the air.

 

  1. A Final Send Off Worthy of the Ages for Breaking Bad

What’s the best way to promote the final 8 episodes of a ground-breaking hit show like Breaking Bad? How about creating an ad that doesn’t feature any of the main characters?

The teaser promo features a voiceover by series star Bryan Cranston reading ‘Ozymandias’, by Percy Shelley, set to images of New Mexico that include Breaking Bad‘s familiar RV. It ends with the image of Cranston’s famous Heisenberg hat lying in the desert.

Did it work? Well, the show received its highest ratings ever for the final 8 episodes. So, yes, I’d say it worked.

 

  1. Missing Persons Reports Filed for The Blair Witch Project

Arguably the one film that grandfathered the ‘found footage’ concept in movies, The Blair Witch Project came up with an ingenious way to promote the project. The marketing team claimed that the entire situation was REAL. They created missing persons posters for the three actors (who never made public appearances) who were presumed missing and dead and even hung them up around the Sundance Film Festival.

The end result? It was the most successful movie hoax in history-The Blair Witch Project grossed $250 million on a $22,000 budget and popularized the horror mockumentary/found footage genre.

 

  1. Talking Heads About Zombies for The Walking Dead

– Talking Dead _ Season 6, Episode 16 – Photo Credit: Jordin Althaus/AMC

A show after the show you just watched where people sit around and talk about the characters you just saw on screen? The ‘after show’ is one of the most brilliant publicity concepts ever. It’s an advertisement but one that allows people to chat (and tweet) about their favorite show.

Talking Dead, hosted by legendary geek Chris Harwick, the after show for AMC’s hit zombie apocalypse The Walking Dead is a great example of this. It’s a fun discussion of all the current and past storylines & characters and even has a ton of cool features like the In Memoriam montage segment that pays tribute to characters lost that week. It’s both disgusting and hilarious all at the same time.

Love my features on film & TV publicity? Keep your eyes peeled here for more awesome posts on everything from unit publicity to tips on marketing and social media!

Case Study: Managing Unit Publicity and PR Campaign for the 2017 Crazy8s Film Event

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THE CHALLENGE

As unit publicist for the Crazy8s Film Event, developing the PR campaign for the film event as well as managing the publicity for all 6 winning teams during production, on set and during post production meant that I had educate the media that this was a film event, not a film festival. Being a film event meant that the top 6 winning teams won THE RIGHT to have their films produced and edited in 8 days with in-kind sponsorship donations in the form of cash and equipment, rather than submitting finished films to win awards.

The teams were:

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CypherA coming of age hip hop story about a Korean American teenager who finds a platform to confront the pain of his past in LA’s underground hip hop scene following the 1992 riots.

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Anh Hung-a story of how sibling bonds are forever changed when a young girl discovers the truth of her family’s (and her older brother’s) activities outside the law.

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The Prince-a young dancer and her uncle, an actor, struggle with their identity as Middle Eastern Canadians following a violent confrontation on public transit.

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No Reservations-a satirical take on pipelines where the roles of the homeowners and the oil/gas company executives are reversed.

Undertaker’s Son– A young man in an 1880s Western town is forced to confront some long buried feelings about family when he joins his father for his first day of work as a undertaker for the family business.

woodman-poster

WoodMan-A man made of wood befriends a woman online and comes to realize how some of the lies he’s been telling himself has kept him trapped for years.

Additionally, I was also responsible for working with the teams to develop the official press kits that properly reflected their experiences and positioned the proper ‘story hooks’ for each of the 6 films to mainstream and online local and international media. With this year’s group of films focused on subjects outside popular genres such as horror, LGBT, romance and straight up comedy, developing the PR campaign was less about pitching to genre-specific media and more about doing research into each media outlet and what the types of films the journalists/bloggers/podcasters usually reviewed and scheduled interviews for.

THE SOLUTION

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After conducting extensive research into key media outlets and influencers and the topics they covered, I focused on pitching all 6 teams based on 3 parameters:

  • The hooks/subject matter/genre of each film
  • The background/experience of the director/producer teams (ie. whether they’d won awards, notable projects they’d worked on)
  • The ages of the director/producer teams (as some media outlets skewed more towards audiences between the ages of 20-35)

Following these parameters, I pitched all 6 teams to select podcasts and blogs in Vancouver, New York, Toronto and Seattle along with local radio stations and newspapers. Over the course of the six weeks, I followed up with key media outlets through both email and conversations via social media and continue to pitch each film based on topics of interest. I also worked with the Vancouver Sun to set up an official production blog for all teams to blog about their experiences with Crazy8s and share their journeys from writing the scripts to location scouting and casting.

RESULTS

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Through story pitching and social media campaign management, I secured national and international press coverage for all 6 film teams and the film event including but not limited to: radio stations such as Roundhouse Radio and Co-op Radio in Vancouver, broadcast media outlets such as CBC Vancouver, Novus TV and Vancouver TV, podcast media such as Endeavours Radio and print media outlets such as The Georgia Straight.

National and international outlets include Under the Noise Podcast (New York), About to Review (Seattle), Never Sleeps Network (Toronto) and Short Film Fan (Toronto)

 

 

Top 10 Unique Ways to Promote Films & TV Shows

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Deadpool Billboard Campaign

Starting a marketing campaign for a new movie or TV show isn’t an exact science but there are a couple of crucial elements that shouldn’t be forgotten. 1. Timing is EVERYTHING when it comes to any promotional campaign for movies & TV. You have to build up an incredible amount of hype in a tight time frame leading up to and during the launch of the film/TV show.  2. TV shows & movies are content goldmines-filled with awesome images, storylines & characters that will give you a huge edge when building an upcoming TV or film launch.

So how do you get started on marketing for a film and/or a TV show? Here are top 10 unique strategies, tips & creative ideas for an exceptional marketing campaign for your next movie or TV show.

 

  1. Create Something Memorable With A Publicity Event

shaun-the-sheep-charity-art-trail

In his popular best-selling book Purple Cow, renowned marketing guru Seth Godin (& one of my biggest inspirations of all time) makes a comment about how in order to be remarkable, you must include something worth noticing into your product, service or campaign. In other words, to get people talking about your campaign-and have it go viral-you have to DO something worth talking about.

Word of mouth is by far the most powerful form of marketing and in some ways, it can be the most memorable. The more people talk about your campaign, the more viral marketing works for you.

To help launch the film in the UK and celebrate the Year of the Sheep for Chinese New Year, Shaun the Sheep starred in two charity art trails in London and Bristol with larger than life sculptures of the famous sheep raising funds for children’s hospitals in the UK.

When Matt Groening & Co decided to finally bring The Simpsons to the big screen, they converted several 7-Elevens across the US and even in Canada into Kwik-E-Marts selling items like Squishees and donuts & propelled their publicity campaign into legendary status almost overnight. Do something remarkable.

 

  1. Pre-Roll Video Advertising

What’s pre-roll advertising? In a nutshell, it’s a short teaser trailer that will appear before related YouTube videos or IMDB videos that has a call-to-action at the end of the clip. Entice viewers to click through to the website to watch the full trailer, enter their email to win tickets or play a social game about the movie. It’s a great way to make your teaser trailer memorable.

 

  1. Open Up Your Press Events

BERLIN, GERMANY - APRIL 29: (L-R) Actors Simon Pegg, Zoe Saldana, Zachary Quinto, director J.J. Abrams, actors Chris Pine and Alice Eve attend the 'Star Trek Into Darkness' Press Conference at Hotel Adlon on April 29, 2013 in Berlin, Germany. (Photo by Sean Gallup/Getty Images for Paramount Pictures) *** Local Caption *** Simon Pegg; Zoe Saldana; Zachary Quinto; J.J. Abrams; Chris Pine; Alice Eve

This one might seem like a no brainer, but you’d be surprised at how many people still continue to rely on mainstream media outlets & critics for their coverage. But by opening up your press event to influential bloggers and fans, or better yet, having several smaller press events in different regions, there is HUGE potential to have your film/TV show gain viral coverage & you could also run a contest in conjunction with the event to have fans enter to meet the cast.

 

  1. Allow Your Audience to Experience The Story

To help promote Christopher Nolan’s 2009 mind-bending action thriller Inception, Warner Brothers created a virtual game ‘Mind Crime’ playing on the movie’s tagline “your mind is the scene of the crime” and allowing users to develop their own dream worlds/mazes & move within them.

The virtual game allowed users to not only build and move within their own dream landscapes and even introduced the repercussions of having a mind’s defences attack you-just like the characters in the film experience. The game also integrated the ability for you to share your progress via Facebook, play mazes created by other fans & compete with each other on the leader board, helping to spread the word about the movie virally.

 

  1. Make Viewers A Part of the Film

gotham-newspaper

In the 15 months leading up to the launch of second film in Christopher Nolan’s Dark Knight trilogy; Warner Brothers created a 360° immersive experience recruiting over 11 million people in 75 countries to become citizens of Gotham. These fans fueled the rise of the Joker as henchmen, campaigned for Harvey Dent to get elected as District Attorney, and even took the law into their own hands by becoming copycat Batman vigilantes. From calling phone numbers written in the sky to hunting down GPS coordinates to find mobile phones baked inside of birthday cakes, “Why So Serious?” generated an enormous amount of buzz for the film.

 

  1. Use More Niche Social Media Platforms Such as Periscope, Pinterest & Instagram

Even though Facebook & Twitter is most certainly at the heart of most social media strategy, that doesn’t mean you should avoid smaller platforms like Periscope, Instagram & Pinterest. You can still create some really innovative marketing campaigns, but the trick is knowing how to use them.

The annual Toronto Silent Film Festival (TSFF) has used Instagram in some ingenious ways in its annual campaign to help promote the festival. They’ve used the platform to previously create flip book trailers of all the films and a time machine timeline celebrating the career of the great Charlie Chaplin.

For 2015, they turned their entire Instagram account into a portal that allows viewers to ‘choose their own’ silent film adventure. Each 15-second video offers viewers a choice on the journey they want to take.

 

  1. Use Social Contests & Quizzes

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While this idea isn’t exactly new, it never fails to drum up buzz and it’s a good balance of low risk and high reward. As long as you get the reward right, people will definitely want to share the quiz with their friends.

It also never hurts to offer a large incentive for people to invite their friends to join, such as giving them 5 more contest entries for each friend they invite and 5 more if that friend actually takes the quiz.

BONUS: If you use tools like WooBox or Wildfire to build your quiz or contest, they have this function built it.

 

  1. Persona Marketing

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Every movie and TV show undoubtedly has a character that fans love (or love to hate) and many a campaign has very intelligently played on the audience’s love/hate for the character by creating a persona for the character via social media.

The character of Dr. Sheldon Cooper from The Big Band Theory is a great example. With just over 525,000 fans on Twitter, every single of Sheldon’s quips has the potential to reach thousands of fans, generating hundreds of re-tweets, favorites & comments. It’s great free marketing for the show.

 

  1. IMDB Listings & Advertising

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With millions of people daily looking for information on new TV shows & movies to watch, it’s vital to get your TV show or movie listed on IMDB ASAP.

Be as comprehensive as possible when you fill out the listing for your project. IMDB is a search engine driven by relevance & popularity so the more info you have on your listing; the increase in likelihood that people will find your TV show or film.

 

  1. Utilizing Memes & Other UGC Content

game-of-thrones-meme

Memes are a great way to leverage your audience’s creativity to build content that’s highly shareable that subtly promotes your movie or TV show. The benefits of memes are that they are incredibly customizable, easy to share and take literally no time to produce.

A Google search of “Game of Thrones” memes returned over 2.5 million results.  You can also put together caption contests and fan art as user generated content to leverage your audience’s creativity and collective sharing power.

 

Want more publicity ideas for your next TV show or movie? Stay tuned for our upcoming post on the Top 6 Most Badass Publicity Campaigns of all time!

 

Why Publicity Matters Part 2: What a Unit Publicist Can Do For You

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If you read Part 1 of our Why Publicity Matters series, you would’ve received some tips on why publicity is a vital part of any marketing plan for your film or TV show and how you can step up your game.

Now that you’ve gotten an overview of how publicity can help, it’s time to focus on how a unit publicist can help you manage publicity. Producers may do marketing for their films but they often avoid paying for unit publicity. But that’s a critical mistake because it’s a vital component to effectively deliver a movie when it’s sold to a distributor.

When it comes to publicity, you can’t take it all on yourself. Here’s the top 9 reasons on how a unit publicist can help you maximize press coverage for your project.

  1. A Producer ≠ Publicist

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Out of a desire to keep to a budget, a producer may often take on the role of the unit publicist by taking on the social media strategy or scrambling around like mad to gather assets together in preparation for a film festival.

Don’t put your producers through that; let them focus on the production. A unit publicist can help you coordinate the photographer, organize set events and interviews, grab quotes, develop the press kit & monitor social media. Without a dedicated unit publicist, productions simply don’t have the time, resources or knowledge to manage it the way it should be done.

  1. A Unit Publicist Manages Your Assets

film-assets

Coordinating a film festival is about more than managing the red carpet. It’s also about making sure all the ‘deliverables’ make it to the studio after wrap. These deliverable assets include approved red carpet photos, behind-the-scenes videos and interviews and full press packages that includes production notes and cast/crew biographies. So who’s qualified to do this for you? It should be someone who knows every frame of your film because they’ve lived through it with you. On larger projects, you’ll need a unit publicist to organize behind-the-scenes footage for marketing, entertain VIPs and conduct set tours to get them excited about the project

  1. A Unit Publicist Crafts Your Image From the Beginning

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Having a unit publicist work on crafting the image of the film from the beginning means that anything you hand to a distributor, a festival or the press, reflects the film in the way you want it to be reflected. From the posters and videos to websites and social media, you can have your material positioned & ready EXACTLY the way you want, ready to hand over to key people.

  1. A Unit Publicist Works Hand in Hand with the Production Stills Photographer

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When you’re working with a stills photographer, his or her focus should be on photography: capturing, editing and uploading the best images. You shouldn’t have to worry about whether a photographer also has the expertise and experience in dealing with producers, talent agents, or studios in order to get the perfect shot. This is where the photographer and unit publicist working together as a close team can open doors. The UP will know which shots are priorities because he or she knows what will be important in later marketing efforts and will make sure the photographer gets the perfect shots.

  1. A Unit Publicist Can Help You Jumpstart Your Social Media Presence
Viral Film campaign for The Dark Knight

Viral Film campaign for The Dark Knight

Even if you’ve already set up the social media profiles yourself, a publicist can help you prep profile photos, develop an outreach schedule and manage social media assets on set. Behind-the-scenes teasers are becoming more and more popular and being able to offer them to your social media fan base is a huge plus. This means you have an audience in place and ready to go when you go to your first festival or get picked up for distribution.

  1. Unit Publicists Keep the Production Secure

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Unit publicists field any and all inquiries from the press, fans, local community organizations, film commissions etc. Due to his/her relationships with the studio, crew & cast, there is little chance any misinformation could be leaked. Whether you’ve got 15 international journalists making their way to the set to interview eight actors or if the studio is requesting a special photo shoot on the first day of filming, these are the kind of things that a unit publicist has the expertise to gracefully juggle, ensuring that all visitors walk away with exactly the impression you want to convey. Plus with daily access to the production, the unit publicist is able to share interesting stories with any press or VIPs during or following production.

  1. Unit Publicists Are Invaluable In a Crisis

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If a crisis incident arises during filming, you’ll need a unit publicist you can count on to field the phone calls and issue statements. When a studio is involved, the unit publicist is the liaison between the studio and the set, informing them of crisis incidents and press requests particularly when shooting is on a distant location.

  1. Unit Publicists Have Valuable Intel

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Production notes written by a unit publicist that’s been on set the entire time serves quite a few purposes. The information is often picked up by the media, whether it’s for a story about the production or a profile on the director. It’s also the unit publicist’s job to make sure the information is being offered to the right media outlets—the ones that speak directly to the specific audience the filmmakers want to reach. A unit publicist will work to foster those positive relationships during the production.

  1. A Unit Publicist Can Save You $$ in the Long Run

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Unit publicists attach assets such as a cover story, magazine spread, or a segment on national broadcast that can mean millions of dollars in media impressions and increase the value and profile of a film. Ultimately this can help save you money in the long run because a unit publicist can work with a photographer to get that special shot on set easily where it would cost a marketing department thousands of dollars to try and recreate it.

Need more info on how unit publicists can help you market your films and TV shows? Keep it glued here for our post on how a Publicist Can Help You Find an Agent!

Why Publicity Matters & How to Step Up Your Film Publicity Part 1

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When you have a new film project, web or TV series or a short and you want to share it with people, what do you do? You talk about it with friends and family and you create a presence on social media via Facebook, Twitter, Instagram, YouTube and possibly a few others like Periscope, complete with photos and/or video, making sure, of course, to tag the right people. Right? Of course you do.

But here’s what you might not realize: there’s more to sharing your story and receiving some promotional publicity than putting photos and video up on social media. It’s the quality of what you choose to share.

Of course, I’m not talking about blurry or dark photos-it’d be common sense not to post those. To cover key pivotal moments, you need really good photography. When you think about how great images shape film posters, billboards & websites-it doesn’t seem so far-fetched to have some professional publicity as a long term investment towards a film’s future.

But there’s more that professional publicity can help with than amazing photos & videos. Here’s 3 major reasons why professional publicity matters & how it can help you step up your game in promoting a film or TV show.

Publicity Isn’t Just About Knowing What to Share

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Having a publicist to help promote your project isn’t just about knowing what to share and how to share it. It’s also about knowing when to share a piece of news. Maybe you have an awesome teaser trailer or some behind-the-scenes B roll that hasn’t quite cleared the editing stage or a concept for a film poster but not the final image. Sometimes holding things back can benefit your project in the long run and save you time and energy when it comes to the editing stage -and that’s where having an expert publicist in your corner to schedule things can help.

Publicists Have Valuable Relationships With Journalists

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Any publicist who knows what they’re doing is bound to have existing positive and influential relationships with journalists. Through these connections, publicists are able to pitch your film/TV show in a way that you wouldn’t be able to (at least, not without spending a lot of time, energy & your own money) and based on that prior experience and knowledge, they know HOW to present your project to a journalist.

These relationships are invaluable and having a professional publicist who knows journalists and talks to them daily-is vital.

Publicity Generates Buzz BEFORE a Film’s Finished

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Remember what I said earlier regarding the fact that publicity is sometimes about holding things back? Well, that doesn’t mean that you hold everything back until the film’s finished.

To create an extensive and successful publicity campaign, you need to start early during pre-production and get the jump on having a presence on IMDB as well as creating a plan/schedule for possible publicity events. You should also start early when it comes to getting together teasers of the publicity materials (ie. footage, posters etc.) when you get them.

Want more info on how to step up your game in promoting your film or TV show? Stay tuned for Why Publicity Matters Part 2: Why You Need a Unit Publicist and my upcoming post on Top 10 Best Ways to Promote Films & TV Shows.

How A Film PR Campaign Made an Actor’s First Time at TIFF a Success

Actor Peter Dacunha with Dean Norris at the Remember premiere, TIFF 2015

Actor Peter Dacunha with Dean Norris at the Remember premiere, TIFF 2015

My first time ever doing PR for an actor was a definitive eye opener and a great professional challenge to get as much press coverage off-and on- the red carpet ASAP during the two weeks of the Toronto International Film Festival in 2015. To make the challenge even more intriguing, Peter Dacunha had TWO films premiering at TIFF, the drama Remember, directed by talented Egyptian-Canadian director Atom Egoyan and the horror film Hellions.

 

We had a limited window for press coverage so after interviewing Peter and learning more about the roles he played in both Remember and Hellions. I identified a list of influential mainstream and horror media outlets and pitched Peter and both films to them, getting coverage from national outlets like CP24 and horror media outlets like the Ginger Nuts of Horror. Check out a few of the resulting national and international coverage pieces here and make sure to read my case study! You can see the photos from the red carpet premieres of Remember and Hellions at TIFF 2015 below as well.

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How a Film PR Campaign Elevated Black Land to the Top 5

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One of the best film projects I’ve had the privilege of developing a strategic PR campaign for continues to be the horror film Black Land. Over a three week period, pitching the PR release I created resulted in press coverage from over 14 different mainstream and online horror media outlets from Canada, the US and the UK.

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Promotional image for Black Land

Black Land is a Canadian horror film on how a simple environmental assessment became a horrifying fight for survival, directed by Vancouver-based director Shaine Jones. At the beginning of the 2015 Cinecoup Film Accelerator, Black Land was competing against 99 other films for the grand prize of $1 million and the chance to be developed as a feature film by completing mission milestones each week and garnering votes from the general public

I developed a press campaign and identified a list of influential indie and horror media outlets from all over the world, reaching out to them for press coverage and interviews to help boost Black Land’s visibility among horror fans and general film audiences.

Check out some of the press coverage here from a few awesome horror media outlets & make sure to check out my case studies!

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Be Your Own Storyteller: A Guide to Successful Inbound PR

In PR, conventional wisdom dictates that you do one of two things to get press in different areas for your clients, company or event: 1) draft a media kit, stocked with company/event backgrounders, info on the key people involved, PR releases and maybe photos and send them to a journalist covering that area OR 2) draft a traditional one-page PR release that details who, what, where, why and when, send it to the correct journalist and cross your fingers to hope for press.

There are 3 issues that come up with both these approaches: 1) Journalists don’t work off your promotional calendar. 2) Journalists need to give their readers what they’re looking for. 3) Journalists are absolutely drowning in pitches.

How does these 3 issues affect the media kit or the PR release you’ve sent the journalist of your choice? Let me elaborate on each of them individually so that you know understand why the traditional media kit or PR release doesn’t always work to get press.

First of all, the reporters you contact for press have their own deadlines and editorial calendars to work with. Chances are, they’re not waiting around for your press package announcing a new product or your company opening its doors. Secondly, journalists have a duty to tell a great story that’s newsworthy and relevant to their audiences and they may have a different angle or similar story to yours that has already been featured recently, which means they’ll pass on your story. And lastly, journalists are so inundated with traditional PR pitches on a daily basis that yours could easily get lost in the pile because your traditional pitch looks the same as 500 others.

So how do you go about standing out from the piles of PR releases? Here’s a list of awesome ideas to help you stand out from the crowd and build better relationships with media.

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1) Craft a narrative your customers care about: A news story on your newest product, service or office is going to focus its implications on how it will affect your industry or geographical area, depending on the publication. What your customers and your audience care about the most is how your products, services or new location will benefit them. Does your product make running a business or lifestyle changes easier for them? Does a new location make customer service more seamless for them?

Releases should reflect how your customers think and talk about your products and company. Eliminate any nonsensical terms and flowery language that your customers won’t understand and speak to them in ways that they’ll respond to; instead of catering your releases and blog entries to impress reporters.

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2) Think outside the box: You might not have a big event or huge product announcement always on the horizon but there’s always an opportunity to get noticed.

Does your company do a fun scavenger hunt as a team-building event every year and raises funding for a local cause? Or maybe you have employee perks that are unheard of in your industry. It might not be immediately press-worthy, but by posting your own blog post on your website about it, you keep customers engaged and you drive traffic to your website.

Don’t be afraid to think beyond the usual for content formats as well. Use formats to your advantage. For example, when oneforty was bought by HubSpot, the PR release was formatted entirely in tweets, which caught the attention of the Wall Street Journal and many other outlets.

Skew the traditional PR release altogether and get your fun story across with an infographic or two or even a video.

When you’re trying to show that a senior VP at your company is an expert at a given topic, don’t pitch that to the reporters first. Publish a blog post with some of your VP’s insights and then send it to reporters so that they know it’s relevant.

Most importantly, don’t forget to have fun and don’t be afraid to be creative!

3) Create Awesome Content

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Typically, in a traditional PR release, you focus on applying the ‘who, what, where, why and when’ approach to content, which although informative, isn’t really all that exciting. Reporters are people just like you and they respond better to content that’s fun and exciting, not a bland template.

Focus on what makes your story unique and worth reading, make it shorter and more concise, maybe even add a few ‘Share This’ or ‘Tweet This’ links to encourage reporters to share your content.

Don’t wait around for reporters to take notice, get your company out there. Research a few high-profile industry blogs out there and see if you can guest post. That will help drive traffic to your website and result in potential media coverage because it establishes you as an authority in your field.

The first step in successful inbound PR is to learn how to tell your story first. That includes creating your own infographics, blog posts and whatever other fun content you want to generate attention. It’ll help you gain valuable traffic to your website and attract coverage.

Inbound Marketing that Journalists Will Thank You For

Journalists today unfortunately don’t have all the time in the world to research for story angles, find the right phone number or email to reach a publicist or your marketing team. So do what the best companies do: make it as lightning quick, easy and intuitive for journalists to get the info they need.

That’s why your website should have a press page containing the contact info of your media relations professional, company backgrounders, recent news etc. and any other associate materials a journalist would need. Some best practices for a press page include:

Provide real contact info: Give reporters the name and contact info of a real person that they can talk to rather than a generic company email. It shows that you care about the kind of response they’ll receive
Decode You ‘About Us’ section: Make sure the description of what your company does is crystal clear to journalists. Use illustrations or diagrams to showcase your business in visual terms if it becomes too lengthy to explain in words. If a reporter doesn’t understand what you do, there’s no way they’ll be able to explain it to their readers in an article, so keep it short, concise and specific.
Include profiles of your executive team: Most of the time, reporters want to know information about your CEO, CTO, CFO etc. are in order to develop stories. Provide high-res photos, bios, social media profiles and maybe a quote or two for reporters to investigate and reference. Having the info readily available makes it hassle-free for journalists to get the content they need.
Other helpful industry data: if a reporter is working on a story about your industry, chances are she will also need statistics and data to help capture market growth or trending topics. So putting a few industry stats and info about trending topics could make their lives easier and increase the likelihood that they will return to your website with a similar request in the future.
Add social media sharing buttons: Make it easier for employees, customers and media alike to share your news with the world. It’ll help the conversation start on social media about what your company’s up to.
Share your coverage: When your company is covered in an article or blog post, interviewed in a video or mentioned in print, post a link in it on your Press page. When you build a long list of coverage over the years, create a news coverage page so journalists know exactly where to go to find the buzz about you.

Building Relationships With Media

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First and foremost, respect their role. A journalist’s job is not to sell or promote your product no matter what outlet they write for. Their job is to capture relevant news for their outlet, tell a great story and make sure that they give a fair and reasonable assessment of your company, product or service. By recognizing that, you’ll get better results, manage expectations more carefully and build lasting relationships.

Make sure you’re also patient about reaching out to journalists. Only contact the ones that cover the area you want covered and only do so when you have something of value to offer them and their readers.

Here’s 5 Tactics You Can Use to Identify, Reach Out To & Engage With Journalists in Your Space

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1. Do Your Homework-You can usually find basic contact info for the reporters on their outlets contact pages for editorial staff or using the ‘contact me’ button at the top of a story. You can use Excel spreadsheets or Google Docs to build your lists. Make sure you include their contact info, a link to their recent coverage, Twitter/Facebook profiles and a short bio.
2. Leverage Social Media-Use Facebook, Twitter and other platforms to monitor how and when reporters are talking about topics in your industry and respond with helpful tips and links. You can use Hootsuite to create notification lists based on subjects you’d like to pitch to journalists to see when they’re talking about it.
3. Take Time to Personalize-Refer to the journalists you contact by name, take the time out to personalize your outreach as well. If you know they’d rather prefer a friendly email, send them one.
4. Test, Learn & Apply-By using a program such as MyEmma, Constant Contact or MailChimp to send your emails, you can see who opened your emails and track who clicked your links. You can also track which emails bounced or who didn’t open the email. It will help you plan your next steps on who to follow up with, with a second email and where you have to update contact info.
5. Give Before You Get-Add value when you contact the reporters-comment on their status updates, promote their content and maybe give them sneak peeks of your business. Media relationships are a two-way street, so make sure you offer them value.

Check back here every week to learn more about how to make the most out of Facebook, Twitter & Pinterest, create awesome inbound marketing content & get fans engaged! Read THIS to learn how to make the most of Twitter & Vine.