TLDR;
Mark Harris shares his insights on how independent filmmakers can recoup their investments, particularly for low-budget films. He emphasizes the importance of targeting a broad audience outside of the film industry, such as everyday workers and community members, rather than relying on support from friends, family, or other filmmakers. Harris also suggests cost-effective marketing strategies, including renting theaters and leveraging social media, to reach potential viewers and build a dedicated audience.
- Renting theaters and keeping ticket prices low can help recoup initial investments.
- Social media is a free and effective tool for marketing to a broad audience.
- Target marketing efforts towards individuals outside the film industry for genuine support.
- Avoid relying on friends and family for support, as genuine fans will come from unexpected places.
Recouping a $20,000 Film Investment [0:04]
To recoup a $20,000 film investment, Mark Harris suggests renting out theaters and keeping ticket prices low, around $10 to $12, to attract a larger audience. Renting a 300-seat theater in Chicago might cost around $800, making it a viable option to earn back the initial investment with multiple screenings. Filmmakers should focus on marketing through free social media platforms like Instagram, Facebook, and LinkedIn, targeting group pages to reach potential viewers.
Targeting the Right Audience [0:37]
Filmmakers should avoid relying on support from friends, family, and other filmmakers. Instead, they should target everyday people like lawyers, doctors, teachers, firefighters, and police officers, who generally enjoy movies and seek entertainment. Tyler Perry's success came from marketing his plays to the church community, who were seeking entertainment rather than involvement in the film industry.
Avoiding Common Marketing Mistakes [2:51]
Many filmmakers get frustrated because they market to the wrong people. The key is to market to everyday individuals who have no connection to the film business but enjoy watching movies. These are the people who will genuinely support the film.
Learning from Experience [3:43]
Mark Harris learned from experience that promoting films to friends and family was ineffective. Instead, he used "pluggers" (flyers) in Chicago to promote his film. He would place these flyers on cars in parking lots near train stations in the south suburbs, targeting people commuting to the city. It's important to focus on people who genuinely want to support the film because they enjoy the entertainment and quality it provides, rather than feeling obligated to do so.
