Updated: Apr 10, 2021
This one is going to be short because there isn't much time to waste.
Peacock is the new streaming platform from NBCU. It's a little late to the streaming game but, with a ton of popular IP at its disposal (like 30 Rock, Below Deck, The Today Show, and Downton Abbey), it's bound to be a major contender. The challenge for Peacock right now is that it doesn't yet have enough movie content to truly satisfy a voracious streaming audience.
That's where you come in.
There's no better time for independent film than when a new giant enters the streaming war. Now, there are some caveats to this. Peacock isn't taking everything just to build its catalog (after all, its brand is at stake) and the executives there aren't going to be soliciting direct submissions from independent filmmakers.
The key to entry is through a distributor that has a relationship with Peacock. Aggregators such as Gravitas Ventures are actively seeking partnerships with Peacock to position content within their slates. As an independent filmmaker with a film in the wild, you should be asking your distributors if they are pursuing this new (and highly viable) option for positioning your film. If you are still seeking distribution, seek one that has a relationship (or is actively working to build one) with Peacock.
The Peacock door will only be open for a limited time so get in there while you can.
As always,
Be Better. Be Creative. Be Engaged.
If you're looking for someone to help you on your creative journey, feel free to reach out to us. We'd love to work with you!
Updated: Jul 26, 2021
Hair Love is a beautiful story set in an urban contemporary world. The wild success of this heartwarming short film can be attributed to many of its outstanding qualities (storytelling, animation, community engagement, star support, studio backing) but there is one quality that stands out to me the most: It is the classic hero's journey.
Why above all things does this stand out to me? It's because the hero's journey is a well-known and highly-regarded guide to storytelling and yet, so many independent filmmakers seem to want to leave it behind. Over the years, the hero's journey seems to have gained a certain stigma as being a cookie-cutter formula that doesn't make for great films but instead makes for great mass appeal. This is hard for me to swallow.
In my view, the hero's journey is to great films what the skeleton is to humans. It is not the thing that makes us who we are, but it is the structure upon which every move we make is based. Our individuality can be found in how we choose to use that structure and in how we layer upon it with muscle, skin, clothing, and other adornments to make it uniquely ours. This is no different in film.
Hair Love tells the classic tale of a hero who leaves the ordinary world to go on adventure that transforms him into something new. Let's break it down (SPOILER ALERT!):
The Ordinary World: Our hero has a daughter whose hair is out of control and he doesn't know how to help her.
The Call to Adventure: Our hero's daughter needs her hair done because today is a special day.
Refusal of the Call: After a few failed attempts to fix her hair, he gives up.
Meeting with the Mentor: Our hero is introduced to a familiar who can help him solve his problem.
Crossing the Threshold: Our hero takes on the challenge of listening to the mentor and employing her advice.
Tests, Allies, and Enemies: Our hero's resolve is tested as he completes each step.
The Reward: Our hero did it! His daughter's hair is just as she wanted it.
Return with the Elixir: Our hero now has the confidence to do his daughter's hair and does so time and time again.
Now, what's so wrong with that? It's a beautiful new story told with a classic model. It is far from cookie-cutter and has won the hearts of millions who have streamed it on YouTube (36 million to be exact).
Matthew A. Cherry, Everett Downing Jr., and Bruce W. Smith did an amazing job at bringing this story to life and I would hope that they now serve as an example of the power of good bones. If you haven't seen their hero's journey, I invite you to watch their Oscar-winning short film entitled Hair Love.
As always,
Be Better. Be Creative. Be Engaged.
If you're looking for someone to help you on your creative journey, feel free to reach out to us. We'd love to work with you!
Updated: Apr 10, 2021
Independent films have four (4) primary audiences: Friends, Family, Followers, and Fans. Each audience comes with a different measure of loyalty and network effect when it comes to purchasing your content and advocating for you as a filmmaker.
Friends
The strength of your friends' loyalty to you as an artist is in direct proportion to their perception of you as an artist and the work you produce. If they think that you and your work are great, they'll consume your content and spread the word. If they think you're anything less than great, they'll be congratulatory of your efforts but will reserve their support for what can be done behind the scenes. The simple truth is that, in public, your friends want to associate with and be associated with the best parts of you as this association is a reflection on them as well.
If you're seeking your friends' support in consuming your content and spreading the word, it's important to be realistic in your expectations. Not only will you have a limited number of advocates in this group, the extent of their advocacy is fickle as it is determined by how their affiliation with your content will make them look. It is not simply determined by friendship alone.
Family
Generally speaking, family operates like cheerleaders. They stand on the sidelines and cheer you on as loudly and enthusiastically as possible. Though cheerleaders are great at game time, their cheers tend to fade when you're no longer in view. After all, cheerleaders don't cheer once the game is over.
For your family to remain engaged in a meaningful way, they have to have something to cheer for. There has to be something exciting and new for which they can sing your praises and share continued excitement. This is where things like film festival appearances (and awards), interviews, articles, critic reviews, photo shoots, and other events come into play. By keeping the excitement fresh and new, they can continue to celebrate your journey with renewed enthusiasm.
Followers
Your social media following is a mix of friends, family, colleagues, and complete strangers who, at one time, had an interest in who you are and the content that you posted. Followers can be active (engaging in your content via likes, follows, comments, and shares) or passive (only viewing your content). The level of engagement you'll get from your following (when it comes to purchasing your film content and/or spreading the word) depends on their engagement with you on social and how closely aligned your film content is with your online brand.
When it comes to leveraging your following, you have to be sure to give them what they came for. Diverging from your brand causes confusion and uncertainty which leaves your following without a clear expectation for what to expect. Mobilizing a confused audience is like herding a roomful of blindfolded cats: it won't be pretty. The goal here is to stay on brand and to further emphasize your brand with your film content.
(True) Fans
Your true fans are those who are with you no matter what. These people have proven their loyalty by following and engaging you on social, supporting you in person whenever possible, and by consuming whatever content you produce. Your true fans have a compelling need for an association with you and the value that you deliver. Mobilizing your fans is as easy as making content and letting them know that it's available.
When it comes to creating profitable content, your true fans should be the target of your work. Imagine having 1,000 true fans who are willing to pay $10 for your art once a month. That's $10,000 a month. Not too shabby. The support of your true fans is not fickle nor fleeting so long as you consistently provide them with access to you and your content. Though building a base of 1,000 true fans is no easy feat, the work is most definitely worth the payoff. Gary Vaynerchuk's book Jab, Jab, Jab, Right Hook provides a blueprint for the gives and takes of building a true fan base.
Summary
Your friends, family, followers, and fans should all be a part of the equation when you are looking to monetize your work, but it's important to have your expectations in order. As an indie filmmaker, a major key to your success is the people you bring to your film, not simply the film you bring to the people. If you can build an audience of true fans who are chomping at the bit for your next project, the marketing and the selling become so much easier and so much cheaper. Our advice is to you is to play the long game from day one. Jab, jab, jab until you've got them where you want them. The right hook is where it all pays off.
As always,
Be Better. Be Creative. Be Engaged.
If you're looking for someone to help you on your creative journey, feel free to reach out to us. We'd love to work with you!