From Zero to Local Hero
Marketing a film event on next to no budget! Five tips from the horse's mouth (or should I say, lapin?)
Hello my little warbling chickens! Did you like how I launched a Substack in April, then immediately disappeared into the wilderness faster than Harrison Ford’s wrinkles in the new Indy movie?! 😬
Trust me to make a Bob Fosse-style song and dance about a new, exciting newsletter right before being buried under seven tons of work that put me out of action for two months.
BUT, just like dodgy men at Cannes and Senator Palpatine, I am RETURNED and back on my writing and - rather than forcing myself to write once a week - I shall commit to updating this Substack when I have substance to share.
And speaking of seven tons of work, it is that very project of which I speak which has inspired today’s post - a quick tips guide on successfully marketing a film event on a budget, based on recent experience!
Last weekend, working with the fantastic Cinescapes, we brought the movie Local Hero home to Aberdeenshire for a long weekend of community events and outdoor screenings in Pennan, Banff and Portsoy - locations central to the film which celebrates its 40th year this year (Local Hero, if you don’t know, is a BIG DEAL in Scottish film).
The programme included a cast reunion, community reception, and 3 days of open air film screenings. No small feat for a tiny team and a small budget, but thanks to the below marketing activities we really drew a crowd!
SO WHAT GREAT WISDOM CAN I IMPART to help others market their small film event to success? Read on, friend…
1) Facebook is your friend
I personally feel Facebook is the spawn of Beelzebub sent to torment us, but - with my social media marketing hat on - I have to admit it still has incredible uses.
Community events rely so heavily on localised marketing and word of mouth to get off the ground and this is where the Facebook groups / Local pages really comes into play.
We targeted FB groups with tailored posts promoting individual films or the full weekend depending on niche: e.g. Local Area community groups (e.g. Banff Community / Pennan Locals, etc), Surf Schools and surf interest groups in Scotland (we had a number of relevant films for them), Local Hero fan groups (yes, there’s quite a few! 🫠), etc.
After a couple of weeks posting consistently in these hyper niche interest groups, the word of mouth took off, with reposts, reshares, comments and queries driving exposure and click throughs to our website - way more than just posting to our own Facebook feed:
2. Find your local influencer
No local community likes an outsider coming in and throwing their weight around, even if it’s for a fun event. So naturally, you should always be working with the locals on the ground.
But in addition to this, it’s always a good idea to find the 1-2 people in the community who proactively invest themselves in supporting you and leaning on that. Hard.
With the support of our local insiders, we were able to successfully navigate village politics, get better value deals on suppliers, get help with flyers and posters, access local newsletters and community boards we did not know about.
And, of course, buy in!
3. Think of ways to elevate a screening
If your plan A doesn’t work (inevitably, some won’t), have a plan B, C and D in your pocket. Actor Peter Riegert (Mac in Local Hero) had planned on attending in person, but house sales, a passport snaffu and flight complications meant a drop out two weeks before our event.
Nevertheless, we were able to get a recorded intro to our film, to screen at each event, alongside his attendance via Zoom at our public meet and greet, alongside other cast members in person. Off the back of those, additional press coverage was secured.
We were also joined by activist and exec producer James Marriott to introduce his production The Oil Machine thanks to his noticing our social posts. Likewise, we invited Mamma Susie, focal subject of The Bayview documentary (and resident in neighbouring MacDuff) to intro our screening of the film and answer questions.
These little touches that sometimes arise from setbacks, or a bit of creative thinking, can elevate screenings and allow for audience interaction - creating really memorable moments.
4. Get your listings in EARLY
Don’t assume listings websites, even for major organisations, are prompt at processing event listings. We got ours in 4 weeks ahead, as soon as our ticket links were live, and still had some that were being processed 3-4 days before the event.
If possible, get your event listings live at LEAST 5 weeks ahead of your event.
Even if you don’t have ALL the details yet, get an early listing out that outlines the date, a jist of the event and a website or social channel people can follow for updates. You can always update it nearer the time.
And think small, too. Local newsletters, local blogs, Film organisations and interest groups that issue regular newsletters.
5. Newsletters are made for mailing!
In a world where people panic that they aren’t posting to social often enough, I consistently encounter brands who are terrified of sending newsletters. So let me repeat it louder for those at the back.
SENDING ONE NEWSLETTER then sitting back and hoping the crowds will flock, DOES NOT WORK.
It takes approx. 7 times for a message to get through, so if you have a Mailchimp or whatever, i.e. a list of people who legitimately ASKED to receive your news, then bless them with the kindness of mailing them. Often.
A recommended 7-part email sequence you can beg, borrow and steal:
Coming SOON! - Tease event…
Announce 1-2 big parts of your programme
Tickets on Sale next week
Tickets now on sale!
Two weeks to go, are you joining us?
One week to go! Only a few tickets left…
Tomorrow! Our event kicks off with…
What would you add to these tips?
Also, here’s what the back of a car looks like when you not only organise a film event, but have to literally transport the whole thing with you in a tiny rental car…
See you soon for the latest shenanigans in the world of Film, Social Media and Marketing!