Filmmaking Stuff Filmmaking Stuff provides resources for independent filmmakers. The website includes articles on how to take a story idea from script to screen, including articles on scriptwriting, producing, finance, shooting, editing, directing, marketing, distribution and how to build an audience. Filmmaking Stuff also has articles detailing how to make money making movies – including interviews with Hollywood Producers, Directors, writers and other filmmaking professionals.

As we get closer to an independent filmmaking business driven by video on demand distribution, I am on the hunt for various case studies that can help filmmakers navigate the changing world.

I caught wind of an indie production company based in Australia called Rapidfire Productions. This is a production company that operates as a self sustaining modern moviemaking business. They develop, produce and distribute their genre specific titles through their own distribution arm. David W. Allen is one of the producers. Earlier this week he stopped by Filmmaking Stuff to share some ideas on how to make, market and sell movies through new forms of internet distribution.

Jason Brubaker
What is your name?

David W. Allen
David W. Allen

Jason Brubaker
How did you get started making movies?

David W. Allen
I have always been into making movies with my long time best friend and director of our most recent feature, “The Gates of Hell,” Kelly Dolen. As kids in our early teens we would always be running around with a video camera making home movies and writing our own horror and action screenplays.

Jason Brubaker
And then when you felt ready, you made the shift to features?

David W. Allen
Yes. Our first feature length film was a low low budget vampire flick called ‘Reign in Darkness’ which we both wrote and directed. We only had $49k to make this with and considering the budget it came out okay.

Jason Brubaker
Sounds like an exciting first feature.

David W. Allen
We jumped on a plane to LA wide eyed and innocent to sell our film and make it big in Hollywood.

Jason Brubaker
I felt the same way after our first feature. It’s like you work so hard to make the impossible, possible. Hollywood sure seems like the logical next step.

David W. Allen
Ahhhh how naive we were all those years ago. [Laughter]

Jason Brubaker
So what happened? Were you able to sell the movie for an amazing cash advance and get a 3 picture deal?

David W. Allen
We ended up getting a distribution deal with a sales agent who we were introduced to by an entertainment lawyer.

Jason Brubaker
Was it a good deal?

David W. Allen
No. We got ripped off and didn’t see a great deal of money for the film. That was 10 years ago. Today the title is still selling out there, online. The movie is making money for other people but not us.

Jason Brubaker
How did that change your perspective about traditional distribution?

David W. Allen
I learned a very valuable lesson with ‘Reign’ and vowed if we ever made another feature film we would distribute ourselves.

Jason Brubaker
I agree with you. Especially when it comes to video on demand distribution.

David W. Allen
I could see where the Internet was heading and knew it was going to be the way to reach our future audiences with our Independent films.

Jason Brubaker
What is Rapidfire Productions?

David W. Allen
Rapidifire Productions was established by Kelly Dolen and myself in 1999 with the sole purposed to produce a diverse, wide range of Independent high concept genre films, ranging from action, drama, horror and sci-fi.

Jason Brubaker
So you are staying very genre specific?

David W. Allen
Our long-term goal was to make commercially successful projects that satisfy a marketplace craving for intelligent genre films and build a distribution arm for low budget Indy films.

Jason Brubaker
And it sounds like your title called “The Gates Of Hell” fits your model. Tell us about the project.

David W. Allen
The Gates of Hell is a dark psychological thriller and horror flick which is inspired by a combination of “old school” films like The Exorcist and The Thing and the adrenalin of cutting edge video games like Gears of War and Manhunt.

Jason Brubaker
Could you tell our readers where to find out more about your movie?

David W. Allen
Here is the website: www.TheGatesOfHellMovie.com

Jason Brubaker
How did you come up with the idea?

David W. Allen
It was back when Kelly and I were sharing a place together and we were talking about what we can make next for a low cost and high commercial value. We were talking about a filmmaking seminar we attended in Melbourne, Australia conducted by Dov Simmens, a Hollywood indy filmmaking guru.

Jason Brubaker
I am familiar with Dov and his work. What was the most inspiring advice he gave you?

David W. Allen
He said the best thing to do with your first film is to get a bunch of young people and take them to a single location and chop them up.

Jason Brubaker
Ha! I think that is sound filmmaking business advice.

David W. Allen
That was the thought process that ignited the idea for The Gates of Hell.

Jason Brubaker
So once you had your idea, what came next?

David W. Allen
Kelly and I started brainstorming ideas and we come up with an old condemned orphanage that used to house discarded deformed children that upper class people didn’t want.

Jason Brubaker
That sounds like a true horror movie.

David W. Allen
We researched this online to see if in fact a place like this did exist and they did back in the early 1940’s. And then we added some Hollywood to the idea and the first treatment was written.

Jason Brubaker
So once you had the treatment, what came next in your process?

David W. Allen
From there Kelly ran with the idea and developed it into a screenplay which was constantly developed over some years to get it to a stage where it was ready to make. We had a local artist drawing characters for the film and story boards you name it was all happening.

Jason Brubaker
What was your role during this time?

David W. Allen
I focused on the producing and marketing. I was responsible for developing an internet marketing strategy, building the website and creating the entire online distribution business model. I planned an online release from the very beginning.

Jason Brubaker
Building your movie business plan based on an internet marketing strategy is a very new concept. Was there any pushback from other producers or investors?

David W. Allen
The Investors had no intention of going down this path. They wanted the big blue sky and Hollywood. But I knew in the end they would end up going with my plan to self-distribute.

Jason Brubaker
What was Kelly’s role?

David W. Allen
Kelly went out and raised the large majority of the money from investors of our previous film and the new investors came from people he knew from his years selling home audio equipment at the large retailer JB HI-FI. The main investors were customers of Kelly’s from this store and over the years they come to value him as a friend more than just a shop assistant.

Jason Brubaker
So would you say that filmmakers must first understand the value of relationships?

David W. Allen
There is such a valuable lesson to be learned here especially with the social networking explosion on the Internet… Success is all about the relationships both online and offline.

Jason Brubaker
That makes me remember a quote I learned while selling overpriced hot tubs in college. “People buy from people they trust and like.”

David W. Allen
In my opinion this is the key to being successful in offline and online business and film distribution. Over time your followers will come to trust you and believe you, so when you have something to sell they will be far more likely to buy because they feel like they know and trust you.

Jason Brubaker
So let’s talk more about your movie sales strategy. How did you handle the sales, marketing and distribution?

David W. Allen
After the film was completed we took the film to a number of film festivals such as Screamfest, Amberg, Sacramento, and NYC. We also attended some film markets such as AFM and Cannes.

Jason Brubaker
Were you able to gain any traction?

David W. Allen
The film had great reviews but with all the positive hype around the the film the distribution deals were not very favorable and we didn’t want to go down the same path as we did with our first film ‘Reign in Darkness’ where were got a raw distribution deal.

Jason Brubaker
That is a tough choice. Many first time feature filmmakers will consider deals that do not pay a dime, just for the validation that comes from someone else saying “Great work! You’re a REAL filmmaker!”

David W. Allen
Yeah. But being passionate about everything Internet, I was pushing the proposal of just self-distributing online. But it was a hard sell to our investors who wanted to see the film in cinemas and up in lights.

Jason Brubaker
That is interesting. I guess some of those folks need traditional validation too?

David W. Allen
Well, all I wanted was to see a positive net return for sales of the film and focus on introducing the film to its market online and letting its popularity spread over time.

Jason Brubaker
Sounds like a pragmatic approach to your modern movie business. Were you able to get your way?

David W. Allen
I managed to get my way in the end with a little compromise. The investors wanted to see the movie in the cinemas so we did a distribution deal with an Australian distributor for Australian and New Zealand rights.

Jason Brubaker
Sounds like a hybrid deal. You retain some rights, while licensing other rights through other channels. Was this a profitable strategy for your movie?

David W. Allen
As I am writing this, the distributor is still yet to do anything with ‘The Gates of Hell’, which is no surprise to me, but a big lesson for the investors who wanted a quick return and blue sky.

Jason Brubaker
At least you can move forward with your own internet movie marketing strategy. Can you tell us a little more about your marketing plan?

David W. Allen
My marketing plan is simple. With very little money, I am taking the advice of a brilliant marketer Seth Godin and build a tribe and sell the movie to that tribe who over time will spread the word.

Jason Brubaker
What are the mechanics involved in building a tribe?

David W. Allen
I will be collecting emails from prospective customers so we can sell them backend products that they actually want.

Jason Brubaker
What about marketplaces? Where will you actually sell your movie?

David W. Allen
My distribution plan is to start off with selling the DVD then when I get some traction in the market I will approach a VOD distributor and then an iTunes aggregator and Amazon. I will also look at Netflix but I will wait until it gets more popularity so to get a better upfront fee.

Jason Brubaker
You mentioned DVD. Who is going to handle your DVD fulfillment?

David W. Allen
For the DVD distribution I use a company called Disk.com. They were highly recommended to me by some of my Internet marketing peers who use them to create and distribute their information products. They are based in the USA and is a great place for the shipping of the DVDs within the US and throughout Europe and the UK. There are some great companies here in Australia but the shipping costs would be way too high given our main market is in the USA and UK.

Jason Brubaker
Outside of distribution and your website, how are you spreading word of mouth?

David W. Allen
Facebook Pages and Twitter play a bit part in my strategy. I use these platforms to build what is called Market Leadership. I also hit the forums and get involved in the top ones and this is a great way to get people to check out the film.

Jason Brubaker
What about getting prominent website owners to review the movie?

David W. Allen
I am sending out copies to influences in the market place, people who already have a large following in the horror market and if they like the film they will tell their tribe about it.

Jason Brubaker
When I first saw your movie website, I was impressed. I think it has all the components necessary to create a movie sales funnel. But you also have something called an opt-in box to build your mailing list. How important is a mailing list for modern moviemakers?

David W. Allen
Very important! It is such a valuable asset for filmmaker if they don’t abuse it. It takes so long to build traffic to your website so you want to be capturing as many leads as possible so you can stay in touch with them, send them cool free stuff and then sell them backend products related to their film.

Jason Brubaker
Yes. I think filmmakers need to take charge of sourcing their own core audience. But what about in-between projects? How do you leverage your list?

David W. Allen
Between projects, the other thing filmmakers can do is introduce other people’s related products to their list for a fee or on an affiliate basis. Over time your mailing list will become very valuable. The bigger and more responsive the list, the more other industry players will want to pay filmmakers money to get related products or films in front of their subscribers.

Jason Brubaker
What suggestions do you have for other filmmakers who want to create their own movie business?

David W. Allen
Look at the market you’re making the film for first. This is a business and if you are going to spend money on making a film you better be sure there is a big enough and hungry enough market out there to buy your film and other backend products.

Jason Brubaker
You keep mentioning marketing related products. Could you explain this a little more?

David W. Allen
I look at the film itself as a lead generation product for the purpose of building a big list. I am not all that concerned about making the money back on the DVD itself but on other monetizing avenues over time including advertising.

Jason Brubaker
That is an interesting concept. Most filmmakers do not think like marketers. Yet if we want to make money making movies, it makes sense that we would need to diversify our product offerings.

David W. Allen
The modern filmmaker needs to think beyond the film itself as the only means of generating income. The money online is where the eyeballs are. Think about it.

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To find out more about Rapidfire Productions and their titles, GO HERE

Posted under DISTRIBUTION, INTERVIEWS

Like many first time filmmakers, our first feature was met with empty distribution promises and crappy deals. So by necessity, we started selling our title on the internet as both a physical DVD and a video on demand download. At first, none of the producers liked that idea.

I mean, even if a traditional deal sucks, at least there is still validation in seeing your title on the shelves at the local video store. But then we made our first sale. We thought it was an anomaly. How could we possibly make money with our movie? We had no movie stars, our production value left a lot to be desired and most people on earth had never heard of our title (including you.) But then we made another sale… And the a third. And then a dozen…

That was 2006 and since that time, my enthusiasm for video on demand distribution has only increased. These days filmmakers have a gazillion options for reaching their audience, creating community and building buzz. As your own VOD distributor you can finally get your title seen and selling without waiting for some middle-man to give you permission. And assuming you have all the necessary legal documents, releases and (possibly) E&O insurance for your movie, the following seven secret steps will help you get started today!

Step 1 of 7 – Sharpen Your Hook

One of the first questions people ask is, what is your movie about? While this seems like a pretty easy question, if you find yourself rambling on about a complicated, character driven story, full of people reflecting on life’s moments of love and loss, STOP! A long description is confusing. And a confused mind doesn’t buy your movie. So in order to sell your title, you must communicate your movie in a distinct and memorable way.

To do this, ask some trusted friends to watch your movie and describe it to you in one concise log-line. For example, let’s say your movie is described as “A boxer fights for the title.” Obviously this is succinct, but lacking detail. So your next job is to incorporate some flavorful elements into your log-line. Here is the same example with added detail: “An impoverished boxer is given a once in a lifetime chance to fight for the world heavyweight title.” (Sound familiar?)

With this example you can see how the extra detail adds sizzle to the description. This will help you in two arenas. Firstly, with this description, your prospective audience will immediately understand how your movie differs from all the other boxer movies. And from a marketing perspective, the words “boxer,” “fights,” and “heavyweight title” will help you to target your core audience and later, these targeted keywords will help you jump-start your internet search engine optimization campaign.

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In my next article, I will show you how to target your target audience.

Posted under DISTRIBUTION

When I published my article on leveraging VOD sales to finance your movie, I had no idea that a simple internet marketing formula for filmmakers would be such a polarizing issue. I can’t tell you how many Los Angeles based movie producers responded negatively through email.

One guy even told me my grammar sucked.

So to clarify, I was not trying to ruffle any feathers. I was simply applying a standard internet marketing ROI formula to a product available through video on demand. Nothing more.

All of this was based on the premise that selling movies on the internet is no different than selling any other downloadable product (where you are lucky if you convert 1%)

This is based on experience. I learned how to market and sell movies on the internet when our first feature did not garner a traditional distribution deal and we ended up selling on Amazon. Back then I personally knew a bunch of filmmakers in a similar situation – all had titles but no deal. Since that time, even more filmmakers have flooded the market with titles. Couple this with the decline of various DVD sales channels, and suddenly a crappy $25 backyard indie can now share virtual self space with $25M movies.

For those of us who produce features without any sort of pre-sales, instead of telling prospective investors “If we are lucky, we might get into festivals and garner a distribution deal.” We can finally reach our audience without asking permission. And to me, this makes the indie movie business like any other small business… Produce a product and then market, sell and distribute your product.

This said, I totally agree with one of the readers who said my equation for returning a 1M dollar budget was preposterous. He was right. Anybody who thinks you can magically generate the mass amount of sales needed to recoup even a 1M dollar investment without a substantial outlay of cash towards advertising is mis-guided. Which is what those formulas reveal.

I wasn’t trying to present an indie movie panacea. We are all trying to find profit in business competing with (what I think is the indie movie equivalent) of sweat shop labor produced goods. So in terms of the person who said I’m trying to seduce “starry eyed producers,” I would say that finally having non-discriminatory VOD sales channels like Amazon, and especially iTunes finally gives us producers something to get excited about.

Whether or not we can find the marketing formula to justify our budgets remains the ongoing challenge. I for one am working my butt off to find the balance between budget and the amount of marketing needed to recoup the money – and hopefully create an ongoing stream of revenue.

My model of moviemaking isn’t for everyone. In fact, many of you have great relationships with distributors and are still making money in DVD and theatrical. Awesome! But if you are a filmmaker still relying on the “Sundance Dream” to recoup your budget – or if you are a filmmaker with a title collecting dust in your bedroom closet, I hope my article offered a little optimism.

At the same time, feel free to share your own thoughts on VOD distribution.

And spelling an grammatical tips are welcome from filmmakers too.

Posted under DISTRIBUTION

If you’ve made a feature film, congratulations! As an independent filmmaker, you’ve just accomplished a feat that many find impossible. You’ve put together a cast and crew, refined your script, found some financing and in the process, you’ve even figured out how to ignore all your significant other’s not-so-subtle hints that a career selling life insurance wouldn’t be that bad.

But behind all the excitement, you and I both know there is one nagging question on your mind. And it is the same question asked by every independent feature filmmaker. You’re wondering: “How am I going to sell this thing?”

That is a good question. And if you’re crossing your fingers for a huge paycheck and a three-picture Hollywood deal, what I’m about to tell you is going to be very different than what you had hoped for.

Thanks to technology, any person with a thousand dollars can grab an HD camera and create a backyard indie. And while this does not guarantee quality, it does create a market flooded with cheaply produced movies. Couple this with a decline in traditional sales channels and your odds of finding a profitable deal have become increasingly challenging.

For most filmmakers, this revelation comes as a shock. After all the work you put into making your movie project a reality, the prospect of putting a no-deal DVD onto a bookshelf and failing to get a return on investment is discouraging. And if it wasn’t for the internet, I’d probably tell you that a career selling life insurance wouldn’t be too bad.

But I have good news! Like you, our first feature was met with empty distribution promises and crappy deals. So by necessity, we started selling our title on Amazon as both a physical DVD and a video on demand download. At first, none of the producers liked that idea. I mean, even if a traditional deal sucks, at least there is still validation of seeing your title on the shelves at the local video store…

Then we made our first sale. We thought it was an anomaly. How could we possibly make money with our movie? We had no stars. We had no formal distribution. And most people on earth had never heard of our title (including you.) But then we made another sale… And then a third… And then a dozen…

That was 2006. Since that time, our movie has sold in ways we never imagined. As a result, every four months I get a nice check. And while it’s not enough money to buy my retirement, I can’t complain.

This success was enough to convince me that making money as an indie filmmaker is no longer about the BIG pay day. These days filmmakers need to create good work, find their target audience and focus on selling movies consistently over time. As a result, I now believe the modern moviemaking model is to eventually create multiple streams of movie income.

For many filmmakers, this sort of talk might be crazy.

Think about it. In years past, filmmakers only self distributed their movies when they had to. It wasn’t a choice! But these days, filmmakers can choose to self-distribute, because 9 times out of 10, making your title available on Amazon and iTunes and other popular VOD marketplaces can potentially pay more than a traditional deal. Because a deal that pays zero is not a deal. (Of course I’m expressing my opinion.)

The following “How To Sell Your Movie” checklist will provide you with a broad overview of how to market and sell your movie without the middle-man.

This checklist should be considered a good start – but many of you will want further information. For that, check out: www.HowToSellYourMovie.com

Wherever I thought it would help, I’ve mentioned partner companies and affiliates. This means, if you follow my suggestions and use one of these services, I’ll get a commission. The folks I mention are good people. And you can ignore my links at will. I won’t be upset. But if you like this checklist, tell your filmmaking friends to check it out!

That said, let’s get started!

How To Sell Your Movie – Check list

1. Create a website specific to your movie. Go to www.MovieSiteHost.com and grab hosting for your site and reserve your domain name there. When you purchase your hosting, a domain name is usually included in the purchase price.

2. Branding is the marketing equivalent of matching your belt with your shoes. Don’t make your marketing complicated. Make sure your colors, logos, posters and fonts are consistent.

3. Most filmmakers make a crazy website with all sorts of bells and whistles. Your website should be simple. You should have a trailer, an about page, a buy now button, links to your social networks and an audience list.

4. Out of everything I mention, getting people onto your audience list is most important. An audience list will allow you to collect a name and email address of your visitor. To build an opt-in list, which is FREE for the first 500 subscribers, check out: www.AudienceList.com

5. Take a moment to think about your target audience. Hopefully you have a marketable hook for your movie, and a plan for reaching your target demographic. If not, figure it out!

6. Get your movie selling as a Video on Demand rental and download. To do this, upload your movie to the many VOD marketplaces, such as iTunes, Amazon and NetFlix. For an easy way to accomplish this, try www.MovieSalesTool.com

7. You can sell DVDs too. Amazon’s Create Space makes this easy. And even though it’s more expensive, I advise you to stay out of the shipping business. Let CS manufacture your DVDs and fulfill your orders on demand. This way, you can focus on increasing your sales, as well as your next movie projects. Not shipping.

8. Your trailer is your sales tool. Upload your trailer to YouTube as well as other, popular video sites. Make sure your trailer mentions your website. Put your focus on optimizing YouTube. Why? Because YouTube is both a social network and the second largest search engine on earth (also owned by Google.) It’s worth it!

9. Write press releases related to the availability of your movie. Include back links to your site. Send the release out via one of the online press release submission sites. In addition to this, don’t be afraid to call magazine editors and journalists who write for your target audience. As they say, if you don’t ask – you don’t get!

10. Join online forums related to your target market. Create a profile, complete with a signature link to your website. Now, whenever you join a conversation, you’ll spread your links.

11. Just because you’re in a forum doesn’t mean people care about you or your movie. If you join conversations without adding value – or if you become one of those spam happy people who talk about your movie and fail to add value to the discussion, you will be seen as a spammer.

12. If the idea of contributing to forum conversations annoys you, then just pay for advertising on the site. The whole point is to increase awareness of your movie and get prospective audience members to your site.

13. Create a facebook page, a Twitter account and join the popular social networking sites. Again, you’ll want to build a fan base for your movie. And to manage it, try www.Ping.Fm This tool allows you to update all your social networking sites at once, which is cool!

14. The purpose of using social networks is to connect with your target market, spread word about your movie and once again, lead people off the networks and onto your Audience list.

15. The reason you can not rely solely on social networking for your audience list, is because many of those sites have gone out of vogue. I lost 10K “friends” on one of them. As a result, I estimate this tip is worth $100,000.00.

16. Additionally, have your webmaster put a button on your website so people can tweet, bookmark, and share your movie website with friends on their social networking sites. (Can you please click the tweet button at the top of this article?)

17. If you have the budget, purchase some offline advertising in publications related to your movie. To find related publications, go to a book store and look for magazines. Also, try Google.

18. All of these methods are intended to get people back to your website. The purpose of your site is to get people to watch your movie trailer and click the BUY NOW button. Anything that distracts these visitors must go!

19. You’ll soon realize that most people will not buy your movie on their first visit to your website. If they don’t click, then at least try to get them to opt into your audience list. Then you have a chance of getting them to buy later.

22. Out of all the people who click the BUY NOW button, many won’t buy. But some will!

23. Consider using that money to purchase more advertising and then repeat the cycle. The goal is to keep investing and reinvesting the money until you produce a self sustaining machine.

24. Sales will tend to level off after a few years. This is the normal. When this happens, find some other filmmakers with a movie geared towards the same target audience. Offer to promote their movie to your audience list. If these other filmmakers have an audience list too, ask them to promote your movie. Be willing to pay them a cut of your profits.

25. Time for your next project. But unlike before, you’ll have a strong mailing list at your disposal. And as a result, you can now ask yourself the following magical questions: “How many VOD downloads do I have to sell to recoup my investment? And how am I going to sell them?” Answer those questions, and you’ll also be talking the talk with your investors.

Once again, if you liked this check list, you’ll love my latest action guide:

>>> www.HowToSellYourMovie.com <<<

Happy Filmmaking! (And tell your friends!)

Posted under DISTRIBUTION

When we compare modern moviemaking to widget production, it oftentimes seems as though we are saying that the end product of our work carries with it so much more human, emotional weight and experience than the mere production of a widget. And while I understand that watching a feature film has so much more value to ME, and as most of us would argue, humanity – Our friends at the widget factory might disagree.

If we think about it, widgets run our moviemaking; Think about our cameras and our equipment and the computer (or mobile device) the enables us to read these words. Now think of the companies and factories that produce these widgets, and the widgets that create the cars that drive the widget production team to work. And when these widget craftsmen and craftswomen go to work, (to take the analogy further), some of them will spend the next twelve hours dreaming up the next award-winning widget, with one goal in life: They want to make your experience on earth more valuable.

Sound familiar?

Like making a movie, creating the perfect widget takes tremendous time, effort, planning, research and development, financing, prototype creation, craft, manufacturing, marketing, distribution and sales. These business components, like modern moviemaking are all essential to the success of a mere widget. And none of it would have happened without the creativity or tenacity of some entrepreneur (or movie producer) with an imagination and the desire to create and share something that might just make your life better.

As a modern moviemaker, I have no problem with this analogy. Most folks know I’m a little bit too obsessed with Video On Demand distribution and how it finally enables us to effortlessly share our finished films (our widgets) with the world. But what this means to me is, moviemakers finally have a business that no longer requires the outsourcing of marketing, distribution and sales. We can finally operate as a stand-alone business, albeit a small business! And unlike widget production, our product does not have to be delivered in physical form. This means we can NOW reach our customers (our audience) without the headaches, time consumption, fulfillment and shipping costs previously associated with our industry – which are still cumbersome elements most always associated with other industries.

If nothing else, I believe this analogy should serve to help all modern moviemakers quickly communicate OUR business to prospective investors – with a reception we have never known! Because like it or lump it, most prospective, private investors make their living dreaming up and manufacturing the perfect widget in some other industry. And because we finally have a middle-man-less, non-discriminatory sales channel (VOD), prospective investors might finally understand that OUR business, like their widget business, makes sense.

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Note: This posting was initially published as my response to a posting on Ted Hope’s blog, Truly Free Film. Because I went on for quite a few paragraphs, I decided to post it here too.

CLICK HERE TO SHARE YOUR THOUGHTS>>>

Posted under FILM FINANCING

For filmmakers and screenwriters alike, one of the great things about screenwriter Jurgen Wolff is his ability to make things happen. As you’ll discover in this week’s Filmmaking Stuff guest article – when Jurgen was starting out, he learned very quickly that waiting for a lucky break was a loser’s bet. He decided instead to create his own luck.

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Luck? Screenwriters have to make their own!

Everybody needs some good luck along the way, but it’s fatal to wait for it to spark your career as a screenwriter. It’s much better to make your own. Let me give you an example:

Back in the Paleolithic Era when I first went to Hollywood, I arrived with no contacts and very little money. I quickly realized that the business was not waiting for me with open arms. I daydreamed about talking to successful writers, agents, producers, and others who knew the score and getting them to tell me their inside information on how to get started as a scriptwriter. Of course those doors were closed, but then I wondered–who DO these people talk to? To journalists! But although I’d done some free-lance journalism, I wasn’t working for any publications.

The solution? I started my own. I called it The Hollywood Scriptwriter. I bashed it out on a typewriter (yes, this was just before word processing on computers took off). I did the layout myself and had it printed at the local copy shop. My first interview was with Danny Simon, comedy writer, from whom I was taking a class. My second was with a producer who’d been a guest speaker at Danny’s class. That gave my modest little publication credibility, and it got a further boost when I sent it to the L.A. Times and they gave it a nice write-up.

Suddenly the doors that usually are slammed in the face of a new writer in town opened. I got to interview Hollywood’s top TV producer, Stephen Cannell, and the creator of the TV series, M*A*S*H* Larry Gelbhart, and many more. I applied their advice and information, got an agent, and started working regularly, first writing sitcoms, then TV movies, then doing feature script doctoring.

When I started teaching screenwriting and wanted to get a bit more visibility, I and my friend Kerry Cox, to whom I sold the publication when I got too busy to do it anymore, pulled together a batch of the interviews and other materials into a book that was published by Writer’s Digest. I did another one on Sitcom writing for St. Martin’s Press,and Kerry and I did a third book of just interviews for Lone Eagle Press.

I wish this showed I’m a genius, but I’m not. I’m just a guy who realized fairly early that marketing yourself and your writing is a crucial part of what we scriptwriters have to do, and that if we’re as creative about that as we are about the writing itself, we can move forward ahead of the pack.

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If you would like more of Jurgen’s screenwriting advice, check him out at www.ScreenWritingSuccess.com

Posted under SCREENWRITING

If you’ve been following Filmmaking Stuff for some time, you probably know that this site really pushes non-permission based filmmaking. This concept means that if you’re a filmmaker with ambition and a dream, you should not hesitate… You should not wait for Hollywood to give you permission – but rather, you should pick up a camera and Make Your Movie Now!

For some of you, this is easier said than done. Part of why this seems challenging and impossible is because many of us start our career with the belief that filmmakers need a gazillion dollars, tons of experience and an address in Hollywood to make a living as a “real” filmmaker. While this was once true, the new model of movie making allows you to create and sell movies from anywhere in the world.

For many, this filmmaking evolution is exciting. But the classic elements of filmmaking remain. You still need a great story, the passion and persistence to bring your movie to life, and the guts to share your work with the world. To give you a rough plan of how to get your indie movie business up and running, I’ve provided a few steps. (Where I thought it would help, I also included links to some sponsored filmmaking tools and services.) Ready:

1. Create relationships with at least 5-10 collaborators who complement your skill set. At the very least, you’ll want to find a writer who understands budgets, a physical producer experienced in low budget movie making, a tech guru who understands cameras and modern production gadgets, a sales and marketing professional who can promote the heck out of your movies, an editor with Final Cut Pro, an internet guru who can help you promote and sell your movies online. And you’ll also need a lawyer who can provide you with the necessary legal advice, contracts and advice on setting up a business.
2. Come together as a team and design a movie that can be explained in one high-concept log-line. It has been my experience that original, genre specific movies with a bit of controversy, geared towards a clearly defined target audience will later help you when it comes time to market and sell your movie. And above all, your movie idea should be totally fun and captivating. (Otherwise, why make the movie?)
3. Design a YouTube channel for your “production company.”
4. Once you have a title for your movie, reserve domain name and get a website. I use this company www.MovieSiteHost.com
5. Break down your sceenplay. Out of this, complete your schedule and your budget. Then analyze your budget. Ask yourself: If we do not garner a traditional distribution deal, how many $4.99 VOD downloads will we need to sell to get a return? At this point you can decide to decrease your budget, or not. But once you decide on your budget and the amount of sales you’ll need to make to get a return, you can then begin planning your marketing strategy. If you have money, hire a great Production Manger. If you don’t have money, you’ll have to do your own breakdown. CLICK HERE for a great script breakdown resource.
6. Once you have a concrete filmmaking strategy, you can go after your money. Investors like to see three things in your business plan, who is running the company, how you’ll spend the money and how you’ll make a profit. Unlike years past, iTunes, Amazon and Netflix provides you a somewhat easily accessible distribution pipeline. This will assist you in getting the necessary movie money. If you don’t know how to find prospective investors, see: www.GetMovieMoney.com
7. After you lock down your money, you can go into pre-production full force. Hire a great 1st AD.
8. Make your movie! Edit your movie. Refine your edit. Then…
9. Two things have to happen. You have to spread the word of your movie. This can be done by entering film festivals. Additionally, you have to start building a big audience list, so you can tell them about screenings and ask them to BUY your movie. Get your movie onto iTunes, Netflix and Amazon. Try www.MovieSalesTool.com
10. Once you get your movie out there and selling, focus on fueling your marketing with ads, PR and partnerships with other filmmakers.

And after you do this once, the way to become successful is to create more and more movies. Remember, your goal is to create at least 20 movies in your life time, so that you can get at least 20 checks in the mail each month!

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If you like this filmmaking stuff, you’re welcome to join the revolution by grabbing over $100 dollars in FREE filmmaking stuff here: www.FreeFilmmakingBook.com

Posted under FILM FINANCING

When I was first starting my filmmaking career, I thought long and hard about the prospect of film school. At the time, I figured a degree from one of the top film schools would increase my odds of garnering success. Now, after having worked in the game for awhile, I can honestly tell you that very few people, if any, have asked me where I went to film school.

Here are 5 Filmmaking Tips So You Can Learn Filmmaking Without The Fluff:

1. Your Film School Degree Will Collect Dust: Nobody cares where you went to school. They just care if you can contribute value to their professional lives and their movie projects. (By the way, I’m not saying you shouldn’t go to college. I’m just saying that unless you plan on becoming a film professor – get a degree in business.)
2. Learn How To Sell: In the film business, people with sales skills can write their own ticket. Start learning how to sell.
3. Your Material Rules: Control good material and you’ll have something to sell. What is good material? Great screenplays. Seriously most screenplays suck. If you’re confused about this one, refer back to #2
4. Be Nice To Everyone: The PA fetching coffee today will control your job tomorrow. (Or one day, in addition to making movies, he might just own one of the most prolific filmmaking website in the world.)
5. Don’t Ask Permission: I say this over and over, but many of you are still knocking on doors, hoping that somebody will discover you. Don’t do that. Unless you have GREAT MATERIAL, that everybody wants, chances are nobody cares about your movie project more than you.

Anyway – If you like these tips and want more of them, I am giving away my latest book for free. I do this because it helps you avoid all my silly filmmaking mistakes. And it helps me promote myself. To claim your free Filmmaking Book, go here:

www.FreeFilmmakingBook.com

If you like this filmmaking stuff, make sure you tell your friends that Los Angeles based indie producer, Jason Brubaker gives away some great filmmaking stuff!

Posted under FILMMAKING

In case you haven’t noticed, filmmaking is changing. With the emergence of awesomely great DSLR technology, making a movie is getting cheaper.

In years past, the cash threshold necessary to propel a project into production was cost prohibitive. This alone served as a major obstacle to most every aspiring independent filmmaker. Add the need for complex technology and the skilled professionals necessary for the equipment, it’s it’s easy to understand why most would-be feature filmmakers never took action.

For example, in years past, if you wanted to create an awesome picture (on a budget), you shot Super 16mm – And later, if the film was picked up, you could easily blow up Super 16mm picture to 35mm. And, I repeat – these steps were once considered an affordable option.

And let’s say you decided to follow this “economic” filmmaking route – if so, you had to raise enough money to not only cover the film and equipment, but you paid for your DP, your camera operator, someone to pull focus, someone to load the film, someone to lay dolly track and someone else to push your dolly – and once the film was in the can, you paid to get the film processed, create dailies, get it color corrected, transferred to video, edited and blown up to 35mm.

Then you crossed your fingers. . .

“UGH! Can you imagine trying to make movies like that? It makes very little sense. Especially now.”

Everything has changed. It’s been almost a decade since I’ve heard anybody in the filmmaking community seriously consider shooting their first feature on film. And why would they? These days, if you want to make a great looking movie, you grab your $2,000 DSLR camera and you start shooting.

That’s it. No film stock. No silly processing costs. No silly blow up costs. You simply take your camera out of the bag, point and shoot.

Then you edit on your computer and upload to several of the video on demand websites and that’s it. You’ve created a product (your movie) and you have taken your product to market (via digital self distribution).

AMAZING! (Or is it?)

Seriously. For producers, the evolution of DSLR is totally awesome. For all below the line crew working to make a living – this isn’t so good.

Using my previous example, let’s compare shooting Super 16mm to shooting on a DSLR. Take out an eraser and eliminate 80% of everything I just mentioned.  No more need for heavy dolly track and a dolly. No more need for the person pushing the heavy-duty dolly. Eliminate your focus puller and your film loader. Eliminate a few production assistants. And totally eliminate film processing. Not necessary.

This shift in filmmaking technology is going to create more and more projects. And unlike years past when making a movie required a gazillion dollars, the modern filmmaker can now produce viable projects “out of pocket.”

And yes, while many of the screenplays will continue to suck, rest assured that the picture will look good.

“OK. What’s the downside to modern film production?”

Producers no longer need a million dollars to make a good looking picture. Simply put, this is bad for the freelancer community.

Let’s say you’re a filmmaker looking to hire a sound guy. Normally you would have to pay him $500 dollars or more per day (which is a low figure for some, I know). Well if you’re a filmmaker shooting your first feature on a budget, are you really going to pay that day rate?

Probably not.

You’ll probably find a sound guy and get him to bring his own equipment, and you’ll offer to pay him peanuts. And if he doesn’t take the job, you’ll find someone else to replace him.

And this is the problem with modern filmmaking. There is an overwhelming supply of product in the marketplace, a glut of manufacturing – and revisiting economics 101 – your production (AKA, your indie film) can now be produced cheaply. (Sure, your product might be junk? But I’m not debating that here.)

Think of it this way, in years past, producing goods in an assembly line required hundreds of man hours. But as technology evolved, many of these jobs were replaced by robots. Well, the same can be said for many freelance production professionals. More movies, minus less budget money and something’s gotta give.

“So why don’t indie film producers just raise more money?”

Distribution.

Couple an ever growing glut of movie products coming into the marketplace with a measurable erosion in traditional distribution deals, and you can understand that the indie movie industry is saturated with an over supply of movies and less outlets.

So given these unfavorable odds of a big payday, why would any filmmaker risk a few million on a budget with increasingly less opportunities for a traditional deal?

In this regard, the only option is for producers to keep their budgets low. That way, in the event these filmmakers do not garner a traditional distribution deal, they can at least recoup some of the budget through digital self distribution.

So how can freelancers make a living making movies?

First of all, I’ve been talking about low budget indie feature films. Freelancers can still find work in the corporate, industrial, BIG budget and commercial world. And if you’re going to make a living working solely on low budget, independent pictures, I suggest you consider tweaking your strategy.

1. Get a job to pay the bills and then start producing your own movies. Seriously. I’m sure you’ve probably worked with a few morons and thought “I should be making my own movies.” So DO IT! (I’ll now plug one of Jason Brubaker’s products.)

Go to http://www.GetMovieMoney.com and get your hands on “The Indie Producer’s Guide To Financing Your Movie.” I wrote it. It’s a step by step guide to help you start thinking like a producer.

2. If you don’t want to produce your own movies, then do this. In addition to your day rate – or whatever deal those producers try to throw at you. . . Ask for back end points and at least an associate producer credit.

For clarification, what I’m suggesting is different than deferred pay. I’m suggesting you get your hands on a piece of the action. You’ll want to get a lawyer to draw up the paperwork – but imagine owning one percent and a producer credit on 100 movies. Some of those movies will hit. And when they do, you could potentially get a nice stream of cash.

Think about this – what if you got $50 dollars a month from 25 movies (25×50=$1250per month) – for life? In this regard, you would have an extra 12K per year in addition to your other work. Not great, but better than nothing, right?

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I don’t know if this sounds impossible or not to you. But with all these changes, including DSLR technology as well as digital self distribution, we can only expect things to change even more.  The future of filmmaking is a broad topic and I welcome your thoughts and comments.

Posted under FILMMAKING

A few years back, while flying aboard a loud propeller driven airplane somewhere over the snow capped mountains of Colorado, I heard the guy in front of me talking to his girlfriend about an idea for a movie. Since I had just finished production on my second feature, I felt compelled to chime in. And when I heard his movie pitch, I just had to help. . .

Fast forward to today and filmmaker Rory Delaney is getting a ton of buzz on the film festival circuit for his feature documentary, Toxic Soup. The movie exposes corporate carelessness and profiles everyday people afflicted by the Toxic Soup dumped in their back yards. (And yes, I am one of the producers of this movie. After you see it, you’ll understand why this story can’t be ignored.)

Jason Brubaker
Where did you get the idea for “Toxic Soup”?

Rory Delaney
I got the idea for “Toxic Soup” when I met West Virginian Kyle Stratton Crace in Los Angeles. Being in LA we got to talking about movies of course. I told Kyle that I was from Kentucky and had edited a documentary “Method in the Mountains,” which was shot in West Virginia. In turn, Kyle talked about growing up in Charleston, WV, in what is known as the Chemical Valley.

Jason Brubaker
Chemical Valley? Sounds like a horror movie. Why do they call it that?

Rory Delaney
At one time West Virginia had the heaviest concentration of chemical plants in the world. After Kyle spoke about the health effects that his family and friends had experienced as a result of their residence in the area, I thought it had the makings of a great documentary. Additional research affirmed my suspicions, and then an early test shoot erased all remaining doubts.

Jason Brubaker
As a filmmaker, often the idea you start with grows into something much bigger and often, unexpected. Would you say that your original focus shifted?

Rory Delaney
Originally I thought the documentary was going to be about one specific case involving the water contamination of Parkersburg, West Virginia with the DuPont manufactured chemical C8 (also known as PFOA). I just couldn’t believe that the EPA had found C8 (PFOA) in the blood of 96% of Americans, and that Dupont had covered up the fact for decades, while the state government had turned a blind eye. However, during production we heard a lot of similar stories.

Jason Brubaker
Like what?

Rory Delaney
We heard about a series of explosions and leaks of MIC in Institute, West Virginia, at a Bayer chemical plant. MIC is the chemical that killed over 20,000 Indians in 1984 after a catastrophic leak at a the US run Union Carbide plant. Institute, West Virginia is the only place left in the world where MIC is still manufactured and stored in massive quantities far eclipsing that which caused the Bhopal tragedy, which Time Magazine dubbed the world’s worst industrial accident.

Jason Brubaker
These are deadly chemicals in people’s back yards.

Rory Delaney
Yes. We also learned about the pollution of a community’s well water in Mingo County, West Virginia by Massey Energy with coal slurry containing heavy metals like arsenic and lead. We even visited the radioactive oil fields abandoned by Ashland Oil in Red Bush, Kentucky where community members have been developing brain tumors at alarming rates and a cat was born with 2 heads, 6 legs, and 2 tails. But while the companies and toxins differ, there is a pattern connecting them. “Toxic Soup” was made to examine and question that pattern.

Jason Brubaker
A lot of documentary filmmakers are impacted and forever changed by their subjects. Would you say the work impacted you?

Rory Delaney
Toxic Soup work has definitely impacted me. For one, I’m an official Kentucky Colonel now. For real.

Jason Brubaker
Really? How do you prove that?

Rory Delaney
I got a certificate from Governor Steve Beshear and everything. How awesome is that? But kidding aside, on a practical level “Toxic Soup” has influenced my consumption patterns. I do my best to avoid products associated with different companies, ranging from gasoline. Marathon bought Ashland Oil. And pain killers made by Bayer as well as frying pans.

Jason Brubaker
Frying pans?

Rory Delaney
Frying pans with Teflon. C8 leaches into your food from the nonstick action.

Jason Brubaker
It sounds like Toxic Soup is everywhere.

Rory Delaney
I look at the ingredients in my personal care products. I don’t wear deodorants with phthalates in them also referred to as “Scent” or “Perfume.” That stuff is gnarly for you. Finally, I pay a lot closer attention to politics and corporate campaign donations. I was deeply troubled by the latest Supreme Court decision on that front.

Jason Brubaker
Along the way, you traveled across the country to  meet some very high ranking officials and interesting people. How were you able to plan your days?

Rory Delaney
I scheduled interviews, aerial flyovers and community meetings as far in advance as possible. On off days we shot b-roll and performed additional research and community outreach. We emailed and called countless lawyers, politicians, journalists, filmmakers, nonprofits, professors, activists, and celebrities in search of interviews, stories, and tips. A lot of these phone calls and emails paid big dividends.

Jason Brubaker
Many of the people you profiled have been living in “Toxic Soup” their entire lives. Why do those people choose to stay in polluted land. Why don’t they just move?

Rory Delaney
Polluted or not, where you are born is where you are born. It’s home. You don’t choose it. And most people have an acute sense of that bond. Often they have extended family and friends in the area. They have roots there. So leaving becomes difficult for emotional reasons. Also there are financial reasons. Some of these folks own property, but that property has been depreciated 80 to 90 percent of its value because of toxic contamination in some cases. As a result, many can’t move because they lack the resources to do so. It’s a vicious circle.

Jason Brubaker
What did you shoot on?

Rory Delaney
We shot the majority of footage on the Canon XHA1 at 24p 1080 HD. For three camera shoots we also utilized the Canon HV20, which also shoots in 1080 HD.

Jason Brubaker
How did you find your crew?

Rory Delaney
When I was getting my MFA in dramatic writing from NYU I met director Christina Voros when I wrote the short film “Rosy” with her. “Rosy” played at the 2008 Florida Film Festival and Nantucket Film Festival. In any event, I contacted Christina because she is also a very talented DP, and she recommended her friend Sergei Krasikau who is a sound recorder and still photographer. Later, I met Lisa Bragg and Curtis Baskerville while shooting in West Virginia. Lisa and Curtis are local filmmakers who proved to be invaluable as they could film stuff when the rest of us were out of town. It just kind of came together like everything else.

Jason Brubaker
I know some of your locations did not permit a video crew or a camera. How were you able to capture footage there?

Rory Delaney
For a couple hundred bucks we also picked up a cheap spy camera at the Spy Museum in Washington DC, which we used to film the DuPont annual shareholders meeting in Wilmington, Delaware, where our camera crew had been banned.

Jason Brubaker
How did you get big names like Bill Clinton and Morgan Spurlock in your documentary?

Rory Delaney
Despite being a first-time director, we had a lot of success getting celebrity cameos in our documentary. As we all know, we live in the age of celebrity, and the truth is that you are more likely to get into bigger festivals and achieve wider distribution if you have “names” attached to your project. Although we had difficulty pursuing celebrities through official channels (Many had a protective wall of handlers and assistants), we opted to cut out the middlemen and personally pitch our documentary.

Jason Brubaker
And how were you able to get within talking distance?

Rory Delaney
To do this, we researched their public appearance schedules before turning up with our camera crew in tow. This is how we got an interview with Bill Clinton and Morgan Spurlock. The same strategy worked for cameos by Jim Carrey, Jenny McCarthy and RFK Jr.

Jason Brubaker
Is Morgan Spurlock supportive of Toxic Soup?

Rory Delaney
We believe that Morgan is supportive of “Toxic Soup”. We approached him months ago with a fine cut of the documentary and welcomed his input and advice. However, he is super busy with his FX show “30 Days” and also judging at film festivals like Sundance, so we haven’t had a chance to really connect with him. As we build up more grassroots support for the documentary, I am cofident that Morgan will resurface and assist the movement.

Jason Brubaker
What advice do you have for filmmakers pursuing controversial topics?

Rory Delaney
Talk with a lawyer and possibly form a legal entity. Also get a business card. Other than that make sure the topic is something that you’re passionate about because people are going to flake on you when you start rocking the boat. In other words, if you’re doing it just to be controversial, you aren’t going to have the stamina to finish the project and get it out there for people to see.

Jason Brubaker
You’re taking about genuine passion.

Rory Delaney
Yes. Despite all the obstacles we faced in production and post, I was driven to get “Toxic Soup” made after meeting all the inspirational people fighting for environmental justice in their communities. I also felt like they were depending on me to get their stories and voices heard, so I just put my head down and did it.

Jason Brubaker
Any film festival advice?

Rory Delaney
Initially when submitting “Toxic Soup” to film festivals, I applied more or less blindly through withoutabox with mixed results. After consulting with Toxic Soup DP Christina Voros – She’s an amazing director who was named one of Filmmaker Magazine’s 20 new faces in independent film -  Anyway, after chatting with her I revised my strategy.

Jason Brubaker
If you don’t mind sharing, could you describe your secret film festival strategy?

Rory Delaney
Christina explained that with her previous films she had had a lot of success writing in advance to festival programmers and requesting fee waivers. I utilized Christina’s idea and approached festivals with a brief pitch of “Toxic Soup” and a plea for fee waiver, explaining that any funds we could save would help us to attend the screening and promote the documentary.

Jason Brubaker
That’s an awesome idea. What was the response from festivals?

Rory Delaney
The majority of the festivals responded positively and granted “Toxic Soup” either full fee waivers or at half-price. Now some folks wrote back and said no, but hey, festivals are like the lottery. You can’t win if you don’t play. But the real brilliance behind Christina’s strategy isn’t the money that you save; it’s that your DVD is no longer anonymous DVD #10-HFX3004, which arrived in the mail one day and is sitting under a stack of a other anonymous DVDs.

Jason Brubaker
Right. It’s like you initiated the first steps to a personal relationship with the festival programmer.

Rory Delaney
Yes. Now you have corresponded with the programmer. They now have knowledge of your project and who you are, and they are waiting to watch your film, giving you an immediate edge over a good 80 percent of the other submissions.

Jason Brubaker
Are you still playing the festivsals?

Rory Delaney
We are still playing the festival circuit. We just sent off to fifteen or twenty festivals who granted us waivers. We even got a call from a festival in Buenos Aires, Argentina, interested in including “Toxic Soup” in their program. So keep checking back to (The Official Toxic Soup Movie Website) for updates on that front. We are also screening at universities. We just played at West Virginia State University in Institute, WV, and at the University of Maryland School of Law.

Jason Brubaker
How is the response thus far?

Rory Delaney
The response has been encouraging. The university screenings as well as our world premiere at the Atlanta Film Festival were well attended, and the Questions and Answers afterward were lively. People really want to do know what they can do to protect themselves and their communities from pollution. Basically, folks are outraged by the inability of our government to protect Americans and regulate corporations hell-bent on profits over people.

Jason Brubaker
What have you learned about the world of distribution?

Rory Delaney
I have learned that nothing happens overnight. There is no fairy godmother, glass slipper, or pumpkin coach. You’ve got to push your movie / documentary into the world yourself, and the more you do to publicize and build a grassroots following, the greater your chances will be of attracting a distributor. Also I’ve learned that when you are presented with deals, don’t jump on the first thing that comes along. The last thing you want to do is sign a three year contract with a lackluster sales agent, and then a year in, find your hands tied after a more recognizable name decides to take on your project.

Jason Brubaker
Where can folks find out more about Toxic Soup?

Rory Delaney
On the official Toxic Soup Movie  Website, you can follow our blog, connect with nonprofits and research what’s in your backyard. You can also join us on facebook, twitter, and YouTube as well as watch clips from the movie.

- Here is the trailer for Toxic Soup -

Posted under INTERVIEWS