FILM IN THE CAN: It's Arts and Crafts Time

I got a job working for an independent film company in NYC and one of the coolest things I got to do in my first couple of days was to put together a press package for our new film. Since we were an independent film company putting out an film whose plot is "A cold-blooded serial killer floats around the country and chooses his victims from people who complain about their lives and indicate a willingness to be killed. Meanwhile, he also starts a relationship with a postal clerk, which momentarily misleads one into thinking he is ready to give up his murderous life." I would call it a difficult sell. The bonus was we had an amazing cast and a known director. But we still had to think "outside that box". The tag line for the film, "Don't see it alone. Unless you like talking to yourself."

So to make the coolest package around, we went arts and crafts shopping! We looked for the coolest paper, fasteners and envelopes to put it all together. At the end of the day, we had an amazing package that was in line with the theme of the movie. We got a ton of press and at the end of the day, it had an impressive opening weekend.

The cost of a press package will depend how much work you want to put into it and how many people you want to send it to. If you go all out and want to contact every film critic in the world, and send them a nice package, you could be looking at a couple hundred dollars in costs. Be smart, think about what you want to get out of your movie and make a press kit that reflects what you want your end result to be.

WHAT GOES INTO A PRESS PACKAGE:
--> A NICE FOLDER OR ENVELOPE. Can be plain and simple with a color sticker on the front, or plain but different or it can be something Custom Created.
--> PRODUCTION NOTES. An example of Production notes from the film People Vs. Larry Flynt. It should have a summary of the movie, descriptions of the cast (a mini-resume of their previous work), descriptions of the film makers, details about the production itself- where it was shot, how the film makers/actors did research for the film, certain details of interest like costumes, lighting, etc. that the film makers want to discuss and film credits.
--> STILL PHOTOS. 8 x 10 black & white glossy photographs usually showing scenes from the movie with a caption underneath. At least one photo should be of the set with the director and the cast.
--> CD ROM. Now a days, people like digital so put a bunch of hi-res photos on a CDRom and make a nice label for it.
--> THE FILM. Since your are most likely announcing your film is available on DVD, include the film for the reporter to see.

WHAT YOU SHOULD DO:
--> Don't be that guy! That guy sits at his computer, types up a small bio, prints it out and sends it to people for review and wonder why he never hears anything. Be original, be creative, be inspired. It might cost you a couple of extra cents, but at the end of the day, you are going to find that every penny spent is a penny earned.
--> Think of the theme of your movie. Is it a buddy cop movie? Romantic Comedy? Maybe use pink paper for your press kit and inclose some kind of heart candy (stock up the day after valentines day at 75% off!). Maybe it is a comedy, use something funny like Pool Paper. Want nice, but plain, If you live in NYC, walk down to Kate's Paperie or shop online, but they have an amazing collection of nice paper to use.
--> Head to Kinkos or your office, local copy center and make copies. Staples, Office Depot and Office Max are usually cheap and have coupons in the weekly paper for discounts. Get it done now. Don't wait till you need them. Why take them to these places? If you get a nice paper, it might not work or print well on your home printer. Leave it to the professionals.
--> Time to tie it all together! Head over to Michaels and pick out a funky string, or Home Depot and find a funky bolt!
--> BE PREPARED. You will have your targets to get press, but be prepared for the unexpected calls. Head over to the post office and pick up 5-10 Flat Rate Envelopes from the USPS and get the stamps for them. Package everything together and place the stamp on it. This way when someone wants a press package, you just have to put their name on it and drop it in your mailbox and it is not a whole hassle for you!
--> Put it all online. While the big publications still want press releases and press kits, other smaller online publications may just want to go to your films website. You have a website RIGHT?

SAMPLES
In the next couple of weeks, I will put some samples of the press kits I have gotten and made over the years and will put them online for you to see.