GENERATE BUZZ: Get press, but think outside the box

Put yourself in the shoes of Roger Ebert. How many films do you think Ebert reviews in a year? 52? 104? 208? Well in 2004, Ebert officially reviewed 283 films and who knows how many he watched but just did not even feel like reviewing. Now, if you submit your film to be reviewed by Ebert, what do you think your chances of getting reviewed are? If you answered slim to none, you would be correct.

Now, let’s say your film is a biopic depicting the early years of legendary director and aviator Howard Hughes' career, from the late 1920's to the mid-1940's. You went to Disc Makers and made 1000 DVD’s and sold twenty to friends and family. You know you made a great film and you want to generate press about it. You know it would be hard to have Ebert to review it, but you know once the press sees it, there is going to be interest. Here is what you do:

Sit down and think who would enjoy this film. You know people who are into aviation would love it. You know people who are into business would love it. You know people who are into film would love it.

Research magazines that are specific to those topics you wrote down and send them a care package for your film. How many films do you think Sport Aviation or Wings magazine reviews? Fortune or Inc? How many in a month? A year? What ever the number, it is going to be less then the number of films Ebert reviews a week, I guarantee it.

A care package? Think about how excited you would be if you spent every day at a desk writing stories about some new rotor x3000 hydroevaporating jet fuel, when a cool package comes across your desk that contains a movie about a subject that is interesting to you, Aviation. Also in the package is a shirt that says “I’m with Hughes”, and a collection of candy bars (you know from research that Hughes spent his last days eating a diet of candy bars and cake) all packaged together in a velvet box. (NOTE: In this day and age, make your packages cool and unique, but please do not do something that will set off a national security crisis. Thank you)

You have gotten the attention, now go in for the kill. Include a PERSONALIZED cover letter telling them briefly about you, your film and how you got interested in the project. Explain your love for Hughes and the love their readers would have in this film and you would like to have the film reviewed in the magazine.

Then be persistent but not pesky. Follow up to make sure they got the care package, then to see if they watched the film and what they thought of it and then to see if they would be able to review it. Send more candy bars if needed!

If you take the time to target your audience, your return will be greater then if you just send out mass press packages. Your Main Targets are: Local and Regional press, specialized magazines, online film reviewers and zines.

Estimated costs: $6 to $10 per package. I would not spend more then $10 on each package, but you should make it an art piece and extension of your film. These magazines are going to be your CORE press supporters. You need to spend a couple extra bucks to get them aboard.