Find Your Audience — So They Can Find You

***This article was originally posted on The Workbook Project’s NEW BREED website on September 26, 2009***

Earlier this month, I posted a blog about making a film and facing its praise and criticism (you can read it here). The main question it led to was this:

How do you find your audience — so they can find YOU?

What I mean by this is we as filmmakers first need to find an audience (i.e distribution) to get our films out there. This is a given. In today’s market, independent filmmakers realize that it is simply not enough to strive to make a quality piece of work. Half the battle (if not more) is spending time and effort to get the film out there via various outlets — by whatever means — to give audiences the opportunity to experience your work. With savvy grassroots campaigns and marketing techniques, indie filmmakers obviously know this emerging component is crucial for a film’s success.

However, I have learned that now more than ever it is imperative to not just find an audience — but to find YOUR audience. This is crucial and therein lies our dilemma. Our Catch-22. Our chicken and the egg. In order to gain a loyal following, you first have to get the work into the hands of the film enthusiasts who will appreciate your type of film. Finding your audience is the only way you can continue to prosper as a filmmaker and sustain a career. Your audience will be there to support you for every film you do.

What’s the best way to get your film out there to maximize its exposure? How do you find that person who is ready for your unique cinematic experience? If there were easy answers, everyone would do it. However, I do know that they are out there….hungry for good films. Hungry for your film. I can’t really name one person who says they don’t watch movies — but it’s getting harder and harder to compete in today’s film market (Hollywood, cable/TV, video games, etc) to be noticed and have your film be in demand.

NEW YORK LATELY (Post Screening Q&A)

I completed my first feature NEW YORK LATELY (NYL) in October 2008 — and just now it is starting to find its legs in the festival circuit. I am a big proponent of showing up in person (if possible) for every festival screening. Making an appearance shows that you appreciate the festival selection as well as gives an opportunity to make connections with people who support you. With each festival visit, I hope to plant the seeds of my future work — so that for those that enjoy NYL will look forward to WHAT’S UP LOVELY coming next year. Hopefully, awareness spreads throughout their network, so that people become more interested in seeking out my films (past/present/future).

My main learning lesson with NYL (in terms of PR) was it is never too early to begin building awareness. I started to publicize it once I completed the entire film in October 2008, which I believe now was way too late. With LOVELY, there is already a growing awareness of the film — and this is months prior to it being ready for festivals, screenings and the DVD/VOD release.

Audiences at 2009 Sedona Film Festival in line for NEW YORK LATELY

Are festivals the only way to bond with film enthusiasts? Thankfully not anymore — although I do have to say screening your film in front of a packed crowd in a theater is an incredible rush. However, there are new avenues (both on the Web and in person) to form connections with potential viewers of your work. The independent film movement is ever-shifting — so wouldn’t it be great if you had supporters following you no matter what?

So I ask you: Who is your audience? Where do you find your supporters? Film Festivals? Film Series? Self-Initiated Private/Public Screenings? DVD giveaways? Online Streaming? Film trailers? Blogs? Official film websites? Social Networking? Friend/Family/Colleagues? Whatever else you can think of?

Yes.