How to Put a Publicity Budget Into Action (and Get the Best Value For Money!)

If you receive distribution for your film, chances are the distribution company will do the PR and social media heavy lifting for you…but what happens if you have to self-distribute but still want to utilize publicity and social media marketing to connect with media and audiences? How do you plan a publicity budget and make the most of it?

I’m no expert, but I’ve worked with indie filmmakers just like you over the past 4 and a half years and regardless of the budget available, we’ve made it work very effectively. I think it helps that I grew up in an impoverished household. I saw how my mother was able to make do in miraculous ways. Needless to say, I’ve adopted that mindset when it comes to budgets of any kind. This is the way I approach publicity budgets and it’s a way that I’ve found works. You may have a better way, or adapt this to suit your purposes. There’s really no wrong way to do this.

More No-Cost and Low-Cost Film Publicity and Social Media Ideas

Don’t have the budget to hire Film Sprites PR to handle your publicity and social media for you? We’ve got you covered! Our blog gives you hints and tips for all aspects of publicity and social media marketing of films. My belief has always been that independent filmmakers deserve just as much publicity and social media marketing assistance as mainstream films, and the hints and ideas you’ll find on the blog are tried and tested and come from being “in the trenches” with indie film as opposed to someone who comes from a purely marketing or commerce background. I know the pressures, constraints, and frustrations of indie filmmaking, so you’ll find that the blog posts are no-bull and speak directly to indie filmmakers. And I try to make them as cheeky and enjoyable as possible.

Crowdfunding and The Benefits For Indie Filmmakers

Chances are, if you hop onto Facebook, Twitter or Instagram and check out the pages of indie filmmakers and their films, you may encounter posts about crowdfunding campaigns. Since the “early adopters” phase of crowdfunding in the early 2010s, filmmakers are looking at crowdfunding and various crowdfunding platforms to help assist them in funding their projects. In fact, Film Sprites PR started primarily by promoting and supporting crowdfunding campaigns for filmmaking. In the almost 4 years of operation, we’ve assisted with various successful campaigns (which you can read more about here if you’re so inclined), and the creation of Sprites came about after being inspired by Amanda Palmer’s TED talk, The Art of Asking. We’ve seen what’s worked, what hasn’t worked, and everything in between. There’s nothing more fantastic than seeing a filmmaker not just cross the 100% mark, but exceed it and be able to celebrate with their donors, fans, friends and family!

There are a now variety of crowdfunding platform choices available to filmmakers; from film and TV-based Seed & Spark, through to all-or-nothing crowdfunding platforms like Kickstarter and flexible funding like IndieGoGo. And while this array of platforms gives filmmakers various options for their crowdfunding campaigns, there are many benefits of crowdfunding campaigns which go above and beyond providing funds for filmmaking and webseries creation.

Identifying Newsworthy Elements of Your Indie Film

So, you have an amazing film and you want everyone to see it- of course! And while social media is the most immediate way of connecting with your audience, chances are you’re going to want to secure some reviews, features and interviews as well.

Recently we talked about how to pitch to media to secure coverage for your film via traditional (newspapers, print magazines, television and radio news) and new media (websites, blogs, podcasts). In it, we talked about the fact that in order to secure coverage, your pitch for your film needs to be newsworthy (you can see the criteria we used here). If you do your research with regards to your audience and their demographic, you can very easily use these newsworthiness criteria to assist your chances of gaining exposure for your film. The best way to highlight the newsworthy aspects of your film is via your press release. So how can you find the newsworthy aspects of your film in order to secure media coverage? We’re going to give you examples using the newsworthy criteria mentioned above.

When To Generate Publicity and Social Media Coverage For Your Indie Film

Recently on the blog I wrote about whether or not independent films really needed publicity. There’s still a perception that publicity for independent films is on the list of things that would be nice to have, but aren’t essential. That as may be, if you’re looking to gain significant coverage of your film and build your audience then it’s completely doable- especially as I’m about to give you a good timeline of when and how to generate publicity and social media coverage for your film even if you don’t have your own publicist on board.

Do Indie Films Really Need Publicity?

A few weeks ago I was so disheartened to see someone commenting on a forum thread, saying that there’s no point in having publicity for an independent film because unless it’s a studio-driven blockbuster it’s not going to get the “big” publications to post a feature or conduct an interview. But that’s the thing- the mainstream film industry (especially the big studios) has the benefit of publicity departments and unit publicists. Add to that a known director and a big-name cast and they have it made. But don’t forget: the directors and the well-known actors did not just pop out of holes in the ground, fully formed. They worked their way up. The same is true for independent filmmakers and up and coming actors.

And that’s one reason why independent films need publicity. Don’t think of it as “taking on the big boys”. It takes a long time to build a reputation and a body of work to progress in any field, and publicity can assist with that process.