You got your project into a film festival! Amazing. Congratulations. You did it. Now what?
If you’re doing a top tier festival then there is a lot of good advice already out there for you. Your representation and publicist (if you have them) are hopefully getting you party invites and meetings. You’ve read Chris Gore’s Ultimate Film Festival Survival Guide
But more likely than not, you aren’t doing a top tier festival and you probably don’t have money for publicists or fancy hats because you spent your life’s savings getting your film finished. The battle’s not lost though. Even if you’re going to one of the world’s 12 trillion smaller film festivals there are still things you can do to make your trip a success.
1. Be nice
Running a festival is hard work. If you’re an easy filmmaker to deal with they may have you back. Not just for your next movie but for this same one again. Many festivals have events all year and you may be asked back in their off season for a big screening all your own. These are always fun. You meet people you wouldn’t have in the hustle and bustle of the festival. These people may be investors, future Kickstarter backers, fundraisers, owners of amazing properties you want to shoot at, or just really nice friends and fans.
2. Go to everything you can
There will be terrible movies at festivals. There will also be amazing ones. Some of my favorite movies in the world are one’s I saw at film festivals when we were traveling with The Selling. I met filmmakers who are brilliant and wonderful. There are people I met at festivals I’d love to collaborate with in the future. There are people who answer questions I have on Facebook about contracts, or locations, or cameras. This kind of resource is invaluable. These are people who have successfully pulled together an independent film. You know how hard this is now! These are people you want to know and the festival directors have gathered them all together for you. Take advantage of it.
When I arrive at a film festival I go through the program and set my schedule based on what films interest me. Then it all changes based on who I meet. “When are your screenings? I’ll see you there.” Comes out of my mouth and I’m at the documentary I had no intention of seeing and it’s wonderful.
3. Have something to hand people
Most of your postcards will end up in the trash. But some of them will end up in a pile on people’s hotel room table and when they’re trying to decide what to see your postcard might send them to your screening.
In addition to handing postcards to everyone you meet there are always tables where people place postcards. You see the same one’s again and again on tables at every venue. You can tell which filmmakers have embraced the necessity for marketing and which ones haven’t. Some festivals do a better job of filling their venues than others. Don’t give over the responsibility of ticket selling to them entirely. One almost empty theatre should convince you that the more people you or your marketing materials convince to come to your screening, the better.
A postcard should also have your Twitter, Facebook and Website on it. If someone loved your screening they might then follow you on twitter or join your mailing list. Then when you crowdfund or sell your DVD you have access to a fan who might help you out.
4. If it’s a bust just enjoy being out of town
Some festivals are amazing. Some are empty and weird. If there aren’t events or other filmmakers or people just explore a new city. Not everything can be a great opportunity. You never have to go to that festival again!
5. Get your Q & A down
I’ll tell you a secret. People ask the exact same questions again and again all over the world. Once you’ve done a couple Q & A’s with a specific project you’ll figure out what they are.
What was your name actor like?
What was your crazy location like?
How did you do that effect?
HOW MUCH DID IT COST? They always ask that one.
Think about what your answers might be. If you’re a performer who is comfortable in front of a microphone and naturally funny don’t worry about it so much. If you tend towards the more introverted and awkward just remember all they want is a story. “My famous lead is amazing and here is a VERY SHORT funny story about something that happened that makes him look good.” Make it fun. And remember, like a politician you don’t have to answer the exact question they asked. I like to explain WHY we can’t tell them what the movie cost. (Basically, if a buyer knows what you spent they can low ball you on their end. If they were going to offer you 2 million and they find out the movie only cost 2 hundred thousand that 2 million goes down real fast.)
Short and sweet is always best. If they stayed for questions they liked your movie and they want to like you.
If you want a more basic overview of how festivals work, what your strategy should be and how to get into them you can read my Film Festival Basics where I have links to a lot of great resources. Good luck!