"The model most of us use is some version of this: put out a handful of Instagram posts, cut a trailer, build a website, and then, a month before release, spray-and-pray ads at every target demographic we can afford. We default to that model not because it works, but because it protects our identity."
"Starting audience work on day one means admitting the art alone isn't enough to fill a theater. That's an uncomfortable thought for any filmmaker."
"Add up the time that model asks of a potential audience member. Ten minutes of scrolling + three minutes of watching a trailer + a few more minutes to decide if they want to see the film."
Independent theatrical releases require a significant audience turnout, ideally between 250,000 and 500,000 people. Recent experiences showed that despite securing distribution and producing quality films, attendance was only between 25,000 and 50,000. The traditional marketing model, which relies on last-minute advertising and social media, fails to consider audience psychology. Filmmakers often prioritize their creative process over understanding how to effectively engage potential viewers, leading to inadequate audience turnout and financial shortfalls.
Read at IndieWire
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