In this film marketing guide What do you do if you have little or no budget to promote the film? Some case studies I’ll be using: The Blair Witch Project; Desperado (Robert Rodriguez -Sin City/Spy Kids) which are worth mentioning, and I’ll discuss how you can use casting as a PR opportunity. I hope some of these tips will help, both up and coming, established filmmakers, as well as those at film schools. Remember one golden rule, don’t be afraid to be pushy and persistent on the self-promotion front!
Rule 1 – You can’t PR if the story isn’t worth telling
Before we begin I would like to reiterate the above rule because I can’t stress it enough. You will never be able to PR something if it does say something worth saying.
PR- The Short Film
I am going to deal with a short film first, and I am going to assume that you have a day job, but film making is your passion. You have assembled a crew and have a script you are happy with, and actors to play the roles. Word of mouth is one of the most effective tools in this whole scenario, so if you are able to invite any of your local press to the set to watch some of the filming, do try. They will generally pop along if there is a local angle for them.
If it is appropriate, and you need ‘extras’ it might be an idea to approach the local Scout/Girl Guide troupe, or a local Youth Club. Or, if you require older people, don’t be afraid to try and recruit your ‘crowd’ from a Darby and Joan Club/parents’ friends, or even your local pub. Something this simple could provide a local angle for your friendly local journalist – and you could even give them a walk on role if it can be written in and make them part of the story.
Quick Tip: Use Casting of your talent as part of the story. Hire (or borrow) a small theatrical venue for a few hours. Invite the journalist along to see some of the talent auditioning. Get some friends around so that the audition queue seems longer than it is, and take some stills of the busy audition room – allow them to interview some of those auditioning who are likely to be on your short-list. Publicize (through an ad in the local paper/ facebook/ twitter/onefatcigar) the audition to get more people along. Immediately your low budget film has budding actors clamoring to be in it, and the journalist has another angle to their story.
Rule 2 – Get local news coverage
I’ve got news for you – writers and editors of national papers read the local press, and most of these papers have online versions, so this would be a very good place to start. You obviously don’t have the money to pay your ‘extras’ but as long as you promise them endless supplies of hot tea/coffee and sustenance, they will be thrilled and willing to participate. After all, it’s something to tell friends and family – again spreading word of mouth.
All films are different, so all PR campaigns will be different. It really is up to you, the producer, to find the angle. I really do believe that a set of stills that grab people’s interest is the most important promotional tool. With no or low-budget filmmaking you cannot be expected to hire one of the top UK unit photographers. But you could approach a local University or college to see which students might aspire to shooting film stills. Chances are he or she would jump at the opportunity of coming to your set for the experience, rather than the money.
Quick tip: Facebook is also a great tool for this – I just ran a quick search for ‘photographer’ and ‘photography’ and came up with 62,000 results. I’m in London today so I pinged in London and filtered down to over 500 people, finding out that a number had mutual friends. You might ask to see a portfolio from them and perhaps get introduced through a friend.
Rule 3 – Always get a great stills photographer and invite to the most important day of the shoot!
It is vital to choose a key day in the schedule where the photographer can grab as many great shots as possible. You will know what they are, and they should be iconic and not just a picture of an isolated scene. If you are shooting a film about a bank robbery for example, something simple but effective might just be a close up shot of two eyes looking through a balaclava: something stark and eye-catching.
Taking stills is an art in itself. Tell the photographer what you want and how you want to use the images and then leave them to it. If they are good they will give you plenty of options.
