Eavesdropping on The Conversation: Brand Building

Scott Kirsner highlights some of the speakers from THE CONVERSATION which occurred last weekend in SF.

One highlight is Ted Hope's discussion on what filmmakers need to think about. From Scott's post:

The independent film producer Ted Hope proposed that filmmakers need to be think about creating material for their Web sites to pique viewer's interest before their film's festival debut.... and more material to bridge the gap between the debut and the theatrical release...and still more between the theatrical release and the DVD... and yet more after the DVD, to keep DVD (and digital) sales humming.

To me, it sounds like the film is just one component of a story that you start telling before your first festival showing... and continue to build on and embroider even after you've released the DVD and digital download. The "movie release date" becomes just one milestone in this conversation between you and your audience. Some people who participate in the conversation may never actually buy a ticket or a download... while others may become so engaged that they buy everything you offer, and help market your movie to everyone they know.
---------------------------

This is two things:

1) utilizing the power of the internet to be different media all at once.

2) This is branding. Intellectual property building.

Filmmakers and novelists and other creatives need to figure this shit out now. Their book, comic, movie, animation, music, radio drama, is only the beginning. A book isn't just between the covers. A movie isn't just onscreen.

Don't think small. Think about how you can add to your creation. How you can translate it. How it can have further value - both to you and your audience.

There's More Than One Way To Skin A Cat...

We've all been having discussions over the wonderful Dr. Horrible and the master plan to make money using the web.

Kid Sis is talking about it here.

Scott Kirsner is talking about it here.

Hell, I'm talking about it (after Warren Ellis) here.

And believe me, there's lots to talk about - the story, the production, the distribution, the marketing, the merchandising, etc...

The one thing people are harping on (or at least that's the musical note I'm hearing) is "How do I duplicate that success? I'm not Joss Whedon! Damn him. "

Do you really want to duplicate what Joss Whedon did - OR - would you rather use the same web tools he did, along with some others, to find your audience and feed them entertainments accordingly?

(All the while keeping the costs down and the creativity and fun high. Because really, if it's not fun then why do it and waste your time and energy?)

What Joss did was use the tools he had at his disposal - talent, celebrity, a network of contacts, and his spare time - to create Dr. Horrible. He marshaled forces to create an event on the web that would spur DVD and international sales.

But the title of this post says it all - There's more than one way to do this. So what if you don't have a network of contacts - get on the web and find some! (see my sidebar for great places to start) Just use the tools you do have.

Don't have financing? Look here at possible options.

Don't have marketing? Now you do.

Publicity / Advertising / Etc... Again, look around.

Need production resources? Here. Now you have them.

You don't need to duplicate exactly what Joss Whedon did. What you need is to find your audience using all this cool free stuff and then sell them on your movie...or series...or merchandise...or comic... or all of the above.

Like these guys... or these guys.

And yes, The Conversation will be ongoing in this regard as someone finds some new way to use an application to reach their audience in a new way then shares that information with other mediamakers. Don't get locked into one way of doing things because that will exclude all sorts of solutions and resources for your production/distribution/marketing woes.