What is Your Filmmaking Niche?

In movie marketing, there is this phrase I really like: “Marketing to everybody is marketing to nobody and niches will make you riches.” And while not every movie is guaranteed success, it is much easier to find your audience when you choose a filmmaking niche.

What is a filmmaking niche? It’s making a movie for a small slice of a larger audience. For example, let’s say you were making a horror movie. Horror is a very broad genre. But a subset of the horror genre is zombie movies. So in this example, making a zombie movie for a zombie loving audience would be your filmmaking niche.

So this is where you start. Will you make a horror movie, romantic comedy, action movie or a girl with a horse movie? (By the way, a girl with a horse movie really does well internationally.)

filmmaking niche

Photo © auremar / Dollar Photo Club

What is Your Filmmaking Niche?

Knowing your filmmaking niche is important because in order to make non-discriminatory distribution channels, such as iTunes and Amazon profitable – It is required that YOU market your movie on the internet. This means that you must work on sourcing your target audience and then drive those folks to your point of sale.

Having spent the last few years working in distribution, I can tell you that most filmmakers screw this up. They make a movie for everybody. And it is frankly too expensive to market to everybody! So before you even think about making your movie, answer these filmmaking questions:

  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?

Since both iTunes and Amazon are internet, transactional marketplaces, it makes sense that most of your sales will come via the internet. And as a result, you must create a web presence that speaks to your audience. In other words, you need to make sure the right people know your movie exists.

Who are the right people? People who love your type of movie.

Your Movie Website

When it comes to designing a movie website, most filmmakers never think about their filmmaking niche. They know they need a website for their movies. The problem is, most filmmakers put way too much crap on their site. And none of it speaks to their audience.

Goals

It’s essential to have goals for your movie website. When people come to your website, what action do you want your visitors to take? Do you want them to Tweet about the site? Join you on Facebook? Get into your audience list? Or buy your movie?

Distractions

Once you know your website goals, you need to determine if your website architecture and design is inline with your goals. To do this, install Google Analytics and monitor your traffic. If you find people are getting lost in a bunch of silly pages, remove those pages. Keep what matters.

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If you like these tips, you’ll love the Independent Producer’s Guide To Digitial Distribution

Indie Film Website For Your Filmmaking

If you’re like most filmmakers, you have a website for your movie. And odds are good you are trying to fit too much into it. So the first thing you need to do is remove all the distracting crap. Whenever I mention this at a talk, invariably someone asks me how to determine what’s distracting? It depends on your website objective.

When building a movie website, most filmmakers have two objectives:

  1. Stage 1 – Raise awareness for your movie.
  2. Stage 2Sell your movie directly.

If you’re still in Stage 1, chances are good you have press kits, actor bios, reviews of your movie, anecdotes from production and about a gazillion other items, including behind the scenes photo galleries. But once you finish the festival circuit, you may choose to enter Stage 2 and start funneling web traffic towards your DVDs and VOD in various marketplaces.

To do this, I suggest you install Google analytics and monitor your traffic. Here is an example from the first feature I worked on:

 

If you look closely, you’ll notice that many visitors ended up visiting pages that did not lead to a sale. This is like keeping money on the table. So to counter the confusion, I suggest simply removing the pages altogether.

When promoting your movie, the goal is to remove all the extra crap and keep what matters.

The end result is a very simple website that “funnels” people to your desired destination.

When visitors click on “Buy NOW” they are redirected to the point of sale.

Marketing a movie is initially a creative art – but unlike other arts,  the beauty of movie marketing is, with the right tracking tools, you can test and retest your ideas to determine effectiveness.

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