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2 items from 2011

Ifp Labs: How To Merchandise Effectively

10 December 2011 8:15 AM, PST | Filmmaker Magazine - Blog | See recent Filmmaker Magazine news »

A recurring topic all last week at Ifp’s Marketing and Distribution Labs was how indie filmmakers can get the most out of their film’s release, both monetarily and in terms of marketing. Friday morning the conversation turned granular (but no less interesting) with lab leaders Jon Reiss, Amy Dotson, and Milton Tabbot discussing the pros and cons of various forms of merchandising.

Stressed repeatedly – the key thing to remember is that each film requires a distinct merchandising campaign. Think about your film’s core audience, and what kinds of products they would most likely be interested in. Then plan accordingly.

Here’s a list of merchandising opportunities that filmmakers should consider when taking their film out on the festival (or screening) circuit.

Sell DVDs at Screenings

If you’ve already had DVDs pressed by the time your film is screening, you should seriously consider selling them directly to the audience after the film. »

- Dan Schoenbrun

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Ifp Labs: A Brief Guide To Planning Your Festival Premiere

9 December 2011 6:09 PM, PST | Filmmaker Magazine - Blog | See recent Filmmaker Magazine news »

There was an elephant in the room during day one of Ifp’s annual Marketing and Distribution Labs, and that elephant’s name was Sundance. The majority of the Lab’s 21 attending filmmakers submitted applications earlier this year, each one hoping and secretly sort of expecting an acceptance letter. What they all received instead was a courteous but crushing rejection.

Today’s afternoon session started out as something of a venting session. As the lab leaders tried to reassure these first-time filmmakers that their careers were not over, that they had many options still on the table, the mood in the room only seemed to worsen. Then, one filmmaker raised her hand and asked a question: “But what should we do when we actually are accepted into a festival?”

Yes, Sundance unfortunately only accepts a tiny fraction of the films that apply each year. But there are festivals – hundreds of festivals both in the U. »

- Dan Schoenbrun

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