How To Create a Film Website (So You Can Sell Your Movie)

Your filmmaker website will go through two stages.

The first stage of your film website is your pre-launch promotional stage. During this time, your film website will consist of your movie title, a synopsis and some fancy images that express what your are tying to accomplish. You should also include a blog.

When we launched the film website for Toxic Soup, we focused on getting environmental activists to join our newsletter. In addition capturing emails, the Toxic Soup landing page had another goal – We wanted to let people know that Toxic Soup was more than just a movie. It was a movement. And we wanted to get our audience to help spread the message.

film website

Share Your Story

In addition to your email registration form, your film website should include a video that tells your prospective fan about your movie. A good example of this can be found at Cow Power, a documentary focused on turning cow poop into fuel.

Cow power film website

I met the filmmaker, Allison Gillette when she attended my panel discussion at WestDoc. And I especially like her email registration form. Do you see how it is limited to just asking for the email? Many marketers agree that asking for less is more.

In addition to emphasizing your movie, your prospective audience will also want to know a thing about you and why you are making the movie. Why should people watch your movie? How will it entertain them? What do you hope to accomplish with the movie?

Indecently, taking time to answer questions in your intro film website video may also set you up for a crowdfunding pitch video.

Add Testimonials On Your Film Website

Just because you do not yet have a movie, does not mean you cannot find at least one early fan excited about the prospect of your movie. An example might be “Hey Jason – I can’t wait to see your ninja zombie movie!”

These early testimonials simply need to demonstrate that someone else knows about your movie. To do this, you will want to contact your subscribers and ask them if they’d be willing to give you a testimonial about why they signed up for your mailing list.

The purpose of an audience list and why you need it!

The primary objective of your film website during the promotional stage is to get people to enroll in your mailing list. To do this, you will want to research several 3rd party email providers.

The two most popular are MailChimp and Aweber. I use Aweber to manage the Filmmaking Stuff mailing list and have been more than satisfied with their service. (Full disclosure, in addition to using the service, I do get paid to promote Aweber.)

After selecting your  preferred email management service, your next step is to actually create the registration form.

As mentioned previously, you should only ask for the most essential information. In my testing, asking for anything more than a name and email dramatically diminishes opt-ins. Both MailChimp and Aweber make this very easy, as they allow to customize registration forms you can embed on your website.

As a filmmaker, depending on the word of mouth potential of your movie, having a promotional film website can help you take advantage of initial movie marketing opportunity.

film website

How To Create a Film Website

The first step in getting your website established, involves reserving website hosting and a domain name for both your production company, as well as separate sites for each of your movies.

If you already know the name of your movie, you will want to reserve it as soon as you can (before somebody else grabs it).

To reserve your domain and set up a film website, head over to my friends at www.MovieSiteHost.com – Like most links I mention, this is my affiliate link for Bluehost. I have utilized MovieSiteHost for many of my websites, for years, without issue. In the few instances when I needed to reach someone in customer service, my calls were always answered.

In terms of setting up your actual site, I no longer recommend building a site from scratch. Instead, consider using something called a content management system – or CMS. With a CMS, you can have your own film website in minutes…

Movie_Site_Host

Just in case some of these terms of confusing, let’s recap: Website hosting can be compared to the vacant lot where you’ll eventually build your office building. Your domain name can be compared to your street address. The CMS is the raw materials needed to build your office building, or in this case, a sophisticated website.

And assuming you are utilizing www.MovieSiteHost.com for your hosting, these elements can be implement in a few clicks of a mouse.

When you arrive at MovieSiteHost, you will first need to reserve a domain name for your movie.

Pick-DomainTo set up your initial website, after you reserve your domain name, you will be redirected to your control panel. Once there, click on an icon called “WordPress.”

Choose_Word_Press

From there, you will START a brand new install WordPress on your server.

Start_Install

After a minute or two, WordPress will be installed in your account. You will then be issued with a username and a password. Once you have it, you can log into your new website and begin your customization.

Websites-for-filmmakers-made-easy-300x198

In my opinion, WordPress is one of the most robust and powerful content management systems in the world. And the reason I recommend installing a CMS for filmmakers, over building a traditional website is because once you set up WordPress, you will be able to create and modify your content and change the entire look and feel of your website, with the ease of sending an email.

sell your movieBy making these tweaks yourself, you will save the cost of constantly contacting your webmaster.

If you like this tip, you’ll love this film distribution resource.

How To Finance Movies With VOD Sales Projections

Do you know the most popular question filmmakers ask me?

I’ll give you a hint. It has to do with video on demand.

Ready. . .

Without too much variation, the most popular question is: “Can you provide some VOD sales projections?”

I understand the motive behind this question.

Believe me, I do.

You’re a filmmaker. You either made an awesome movie and you’re trying to use VOD sales projections to convince your partners that VOD is the way to go. Or you are in the process of making a movie and you need to convince your investors that VOD is awesome. In both scenarios, you’re trying to find proof that movies make money in VOD.

I get that. . . But. . .

Let’s make one thing clear. Asking for VOD sales projections is asking the wrong question!

If you dig around, examples of VOD Sales successes are out there. Check out what The Polish Brothers did. And if that’s not enough, Google the case study around Indie Game the movie.

But the truth is, one filmmaker’s past success does not guarantee that your movie will be successful.

Read that statement over and over again. And if you need a little more clarity, take a look at what the cat is saying here:

VOD Sales Projections

Realizing that VOD sales projections are BS is essential for your success. And I am going to explain how you can use your new found understanding for good, very soon…

But before I go there, let’s talk about why people invest in independent film.

Why Investors Invest In Indie Film

Independent movie investors invest because (aside from having an appetite for risk and an interest in the film business) most of these people want a return on their money. If you are doing things by the book, you probably created a marketing strategy as part of your business plan. This plan provides prospective investors an overview of how investment dollars will be budgeted, spent and hopefully recouped.

In the past, trying to convince investors movies were a good investment involved projecting returns based on speculative data. To guess how much money a movie may make, filmmakers would compare their project to other successful movies.

Creating indie movie comparables is complete BS.

The reason for this is simple.

Just because you make a low budget horror movie does not guarantee your movie will have the same success as Paranormal Activity.

In fact, Paranormal Activity is an outlier. It is not a fair comparison. And using breakout hits as examples, while ignoring the thousands of unsuccessful horror movies made each year, is short-sited at best and I dare say a little unethical.

Video On Demand Sales Projections

Given the birth of VOD distribution, as a filmmaker you now have the ability to access and enter into a non-discriminatory marketplace as soon as your movie is ready. And because many of these marketplaces exist online, much of your sales will come from internet traffic.

This is actually awesome news.

It means that you can boost your sales by using a very common marketing concept called…

[Seriously… Are you ready? You are about to receive the secret sauce of modern, indie movie marketing.]

More important than VOD Sales Projections is:

Conversion Rates

What is a conversion rate?

Conversion Rate Defined, According to Wikipedia:

Your conversion rate is the proportion of visits to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.

Conversion_Rate

In other words, if you send one-hundred people to your movie website and two people buy your movie, your conversion rate is two percent. This is profound. This is life changing for indie filmmakers!

Question: Why should filmmakers be enthusiastic about the internet marketing, nerd concept of conversion rates?

Answer: If you know your conversion rates, you can model and potentially project more accurate movie sales projections from day one.

But before you start noodling around to find your conversion rates, it helps to answer the following questions:

Modern MovieMaking Model

  1. Who Is Your Target Audience?
  2. How Large Is Your Target Audience?
  3. How Will You Reach Your Audience?
  4. What Is Your Marketing Strategy?
  5. How Many VOD Sales To Break Even?

While I won’t get into the actual mechanics of marketing and selling your movie here (My Action Guide How To Sell Your Movie provides you with an actual step-by-step plan for getting your movie seen and sold), I will simply note that a marketing plan must now be included with your business plan.

The Secret VOD Sales Projection Formula

When you create (or refine) your marketing plan, you must now include some marketing math.

Truth be told, math is a weak subject for me and I dare say, most of the filmmakers I know. But luckily there are many spreadsheet templates that allow you to test several conversion rate scenarios. You can use these scenarios as a guideline to ballpark the potential ROI for your movie.

Here is a basic website conversion rate calculator you can utilize: http://bit.ly/17TSCrt

Before you get overly excited (like I am) calculating your movie website conversion rate is only one metric to determine your movie’s potential for profitability. You still need to figure out how to price your movie. And at the same time, you will need to determine how much targeted internet traffic will cost you.

Generating Internet traffic is the result of executing four strategies. You can either get free traffic online, free traffic offline, paid traffic offline or paid traffic online.

For the sake of this example, I am going to incorporate pay per visit advertising. With pay per visit advertising, you simply pay for someone to visit your movie website.

One example of Pay Per Visit traffic is StumbleUpon. It’s a social bookmarking site that also allows you to pay for semi-targeted traffic. This works well if you have a movie with a dose of controversy and a strong hook.

And again, if you’d like more info on specific traffic generating strategies, check out my indie guide to distribution.

Ok. Here is our first example…

Let’s assume only 1% of the targeted folks who actually visit your website, buy. Then how many visits will you need to sell 100 units?

100 units = Our goal for this ad campaign.
$.05 = Amount you may pay advertiser per visit.
X = Number of Visitors Needed to buy 100 units if only 1% buy.

(X).01 = 100 units
EQUATES TO: X= 10,000
THEN 10,000($.05) = $500 paid for targeted traffic.

So in other words, if you were lucky enough to get a 1% return, you just paid $500 dollars in pay per visit advertising to sell 100 units of your movie. But let’s go one step further. Let’s assume you’re like me – and you hate order fulfillment and shipping. So you decide to let a company like Amazon’s Create Space or iTunes (or some other popular marketplace) handle your order.

Video On Demand For Rent (Electronic Sell Through)
100 units ($3) = $300 – 50% paid to marketplace = $150
minus $500 paid for advertising = -$350 NEGATIVE

In this VOD rental scenario, the Pay Per Visit Ad numbers don’t work, unless you like losing money.

Video On Demand For Download (Electronic Sell Through)
100 units ($10) = $1000 – 50% paid to marketplace = $500
minus $500 paid for advertising = BREAK EVEN

In this VOD download to own scenario, the numbers work a little bit better. Assuming you’re lucky enough to get 1% of your money returned, at least the advertising pays for itself. But unless you can increase your conversion rates, pay per visit advertising is going to be very difficult method for returning money to your investors.

Physical DVD Sales
100 units ($20) = $2000 – 50% paid to marketplace = $1000
minus $500 paid for advertising = $500 in profit.

Ah ha! If you’re fortunate enough to get 1% return on your pay per visit advertising, you can see how physical DVD’s (or units) sold at $20 dollars may offer a slight profit margin. In other words, in this scenario, for every $.50 cents you spend, you get $1 dollar back.

So let’s tackle the bigger problem. Let’s try to get a return on our 1Million dollar movie, selling physical DVD sales and using pay per visit advertising alone:

Movie Budget = 1 Million dollars
Physical DVD Sales using Pay Per Visit Advertising

$1,000,000 divided by $20 per unit = 50,000 Units

Since we will give 50% to the marketplace for all sales, we will need to project for double our budget.

100,000 units = Our goal for this ad campaign.
$.05 = Amount you may pay advertiser per visit.
X = Number of Visitors Needed to buy 100,000 units if only 1% buy.

(X).01 = 100,000 units
EQUATES TO: X= 10,000,000 (Yes, TEN MILLION people.)
THEN 10,000,000($.05) = $500,000 paid for targeted traffic.

100,000 units ($20) = $2,000,000 – 50% paid to marketplace = $1,000,000
minus $500,000 paid for advertising = $500,000 in profit.

So to break even, you would need to sell 100,000 units and make $2,000,000.

Some Sales Conclusions

Based on this scenario, as a filmmaker you will (obviously) need to expand your promotion beyond pay-per-visit advertising!

But importantly and most AWESOMELY, you can treat your movie business like any other small business. With VOD Sales projections, you can find the marketing formula that works for your movie and crunch your numbers until you find a scenario that brings you profits.

Create a plan that included your marketing costs in your budget.

While there are no guarantees in any business, having a plan for marketing, sales and distribution sure beats the old days when your only plan for ROI involved crossing your fingers in the hopes someone will offer you a profitable, traditional deal.

While these may not be the VOD Sales Projections you were looking for, hopefully you now realize the power of knowing your conversion rates.

Treating your movie business like any small business simply means you don’t have to ask permission. You can make your movie NOW! And your prospective investors might take notice…

Also, can you do me a favor? If you liked this filmmaking article, could you kindly retweet or share this article with your friends?

Why Do Filmmakers Need A List?

Like it or not, many social networking sites run the risk of going out of vogue. So as a filmmaker, if you are working to build a relationship with your audience – From day one, you will want to migrate your fans off the social networking sites and get them into your own email, mailing list.

For this, I recommend using a reputable third-party email marketing service such as www.AudienceList.com.

In full disclosure, the company does pay me to promote, but it is the company I utilize for my own business.

With this tool, as soon as you sign up for one of their inexpensive accounts, you can easily create ways for your movie fans to connect with you. For an example of how this works, STOP: If you would like over $47 dollars in useful filmmaking tools for FREE, sign up below:

 

If you just clicked that link, you probably got an email asking you to confirm your subscription. Assuming you clicked, you were then redirected to a “Thank You Page.” And on that page you were able to download all sorts of premium filmmaking tools, for free. This is what legitimate email marketers call the “double-opt-in” process.

While I am obviously utilizing list-building to create a more meaningful relationship with filmmakers (and YOU), this model can be (and should be) applied to your own movie business.

The major difference between email marketing and traditional movie marketing methods is that members of your target audience find you, and give YOU permission to email them. This is important, because unlike traditional movie marketing methods, with email marketing, you will only communicate with people actually interested in your movie.

To make this easy, your audience list is simply a collection of email addresses. Most filmmakers will also collect the person’s first name with the email address so that they can personalize the email. So instead of saying “Hello Zombie Movie Lover”, you can say “Hey, Jason!”

While I usually stick to just collecting a name and email address, www.AudienceList.com also makes it easy to collect information such as the address and phone number of your site visitor. While this extra information may help refine your  marketing strategy – the truth is, most of your movie website visitors will not take time to fill out an extensive opt-in form.

An opt-in form is a little box that asks visitors to provide you with their name and email address. Here is an example:

 

With services like www.AudienceList.com, as soon as your visitor opts-in, the contact information is added to your database and managed for you, automatically! These subscribers are now part of your “list,” and you can email them with updates, deals and movie festival screening times – to name a few examples.

The other week I gave a talk at the UCLA film school. And someone asked me why I emphasize audience list building so much – So this is important. Given the disruption to traditional distribution sales channels, building an audience list for your movie and your career might be one of the most important decisions you ever make. Why? Because regardless of how the independent movie industry changes, one constant will always hold true. YOU will need to get people to sit down and watch your movie, and hopefully pay you for this privilege. www.AudienceList.com can help you get started.

Free Marketing Advice For Filmmakers

Figure1. Cognitive channel preferences of targ...

Filmmakers need to source their target audience. Image via Wikipedia

Given the erosion of traditional movie distribution sales channels, as a filmmaker you must now find your target audience wherever they hang out and then get them to know you, know your work, and hopefully pay money to watch your movie.

In the past, filmmakers never had to worry about sourcing an audience because the entire movie industry operated like a big factory. Filmmakers made the product and the distributors sold the product through theatrical and DVD distribution. But as a result of the internet and enhancements to video on demand technology, distribution has been disrupted and the old model has been forever screwed up.

So now, if you want to succeed as a filmmaker, it is not enough to simply get you movie into iTunes. I mean, anybody can do that. What you also need to do is have a killer website, attract your target audience, and then get them to take action.

While it’s nice to believe that all website visitors will automatically buy your movie, the truth is, most visitors will not buy your movie on the first visit. For starters, they don’t know you. And they probably don’t know anything about your movie. So your job is not necessary to focus on the sale, but rather, focus on opting them into your audience list.

There are many ways to create an audience list. But unfortunately, most of the methods are crap. In my career, to save money, I have tried forgoing using a reputable email marketing company, and opted instead for one of the popular social networks. For awhile, this was awesome – even thought it took years, I had 8000 “friends” and one one of the sites… But then that site went out of vogue. As a result, my sourced audience was useless.

To avoid the same fate, I HIGHLY recommend that you use a reputable 3rd party email marketing company to manage your audience list. While there are some great companies out there, over the past three years, I have utilized a service called Aweber. This is a reputable email marketing company… [and yes, they DO pay me to promote – so conduct your own due-diligence.]

But the reason I promote this service over other services is this: Aweber adheres to Spam Laws and requires “double-opt-in.”  This means, after your visitor opts-in, they get an email asking if they’re sure they really want to hear from you.  And because of their business practices, Aweber is respected by email service provides – like Hotmail, Gmail and Yahoo Mail- which helps avoid spam filters. Additionally, as part of the service, you are able to set up something called a sequential email auto-responder. An auto-responder allows you to pre-write and create multiple emails for your audience.

So let’s say you were trying to sell your Zombie movie. After the opt-in, your first email could tell your audience more about your movie. And over the following weeks, your subsequent emails could then provide more and more value to your prospective customer – the result of which compels your fan to BUY NOW.

Once your prospect makes a purchase, you could automatically migrate this person to your customer list. And once this fan is in your customer list, you could then promote another zombie movie (from another friendly filmmaker). And because you “sourced a zombie audience member,” the odds of getting a second sale are greater.

Most filmmakers don’t get excited about the wonders of sourcing an audience. But again, most filmmakers do not realize we are in a new era of independent filmmaking. The good news is for you is, with a website, some creativity and an email marketing mechanism, you can start sourcing your audience TODAY.

If you would like to find out more about email marketing and how this can help you with your own independent movie business, you can get some FREE information below:

“The Money Is In The List



AWeber proves it to thousands of businesses every day.

Learn how email marketing software
can get you more sales, too.

 

Happy Filmmaking!

Keven Smith talks Movie Distribution

Kevin Smith at the 2008 Toronto International ...

Image via Wikipedia

I love Kevin Smith’s attitude towards modern movie distribution. If you’re like most independent filmmakers, what Kevin was able to accomplish from his days of Clerks has been amazing. Back then, he not only dreamed the Sundance Dream, but he realized the dream.

The Sundance dream is the idea that you will make your movie, get into Sundance, sell your movie and live happily ever after. As I have been telling you all along, the demise of DVD sales channels, replaced by ever evolving VOD marketplaces are impacting Filmmakers everywhere.

These days, if you are going to make movies and profit, you must now view your independent movie business in ways akin to how any business owner handles their business. You must source and grow your own audience list.

In the following video Kevin Smith shares his perspective on modern movie distribution and how the brave new world is impacting indie filmmakers.

Please feel free to comment.