Indies and Social Media

I was challenged to consider how social media could be used to distribute and promote independent films.

My ignorance about social media makes the challenge an ideal topic for a blog post.

An honest post could only pose questions. I know nothing but what I would like to know.

Hollywood is adept at marketing mainstream films, including the exploitation of social media, but independent films seem to have a different audience. I should say, different audiences, as the particular enthusiasms for nature documentaries, provocative fiction and social exposés do not necessarily coincide. Which leads to Question #1: Do the audiences for independent productions differ from the audiences for mainstream films in the way they use social media to comment on films?

I suspect that if the demographics, tastes and values of particular audiences are different, their use of social media will be different, but that's only a guess.

Social media video sites increasingly cater to mobile platforms. There seems to be some movement on the hardware side to accommodate this. Apple is rumored to be developing a 13 inch screen version of the iPad, which would be much better for viewing streaming movies portably. (Let us all hope and pray that Dave Letterman does not label this the MaxiPad.) Which leads to Question #2: Are audiences for independent productions also early adopters of new mobile devices?

I suspect there would be some diversification on this issue, but I'm wary of making a prediction.

At social sites for movie enthusiasts, like Rotten Tomatoes and Megacritic, the movies under discussion are mostly long form, mainstream features. I'm not aware of any breakout at these sites for Indie productions, unless they become marginally mainstream through buzz generated by festivals like Sundance or Tribeca. Which leads to Question #3: How important to social media buzz about films are these hub sites dedicated to film reviews and discussions?

I suspect that these film criticisim hub sites are essential to generating buzz through social media, and that the Indie categories will need either a distinctive presence on these sites, or sites of their own, in order to rise above the threshold of social media awareness. People talk about what is being talked about. We live in a hashtag #universe.

Mainstream movies are reluctantly moving to social media distribution, even though channels like iTunes and Netflix have solved the monetization problem. Mainstream buzz depends fundamentally on theatrical release, however. Which leads to Question #4: How can distribution and promotion through social media succeed for Indie productions that have no theatrical release?

I suspect that this is the biggest problem of all for Indie utilization of social media. Theatrical release puts a film on the cultural agenda, even for those who see the film long after release on Blu-ray or Netflix. It is a guarantee that the film will be talked about. I think the market for Indies that do not have widespread theatrical release would resemble the market for apps, where product differentiation is very difficult.

In closing, I'm going into opinion mode, where ignorance is neither a disadvantage nor an asset, it is simply irrelevant. Isn't that why blogs exist?

My opinion is that Indie productions should target their markets at the outset, and utilize the social media channels of those markets. If you want to make a documentary with a liberal point of view, develop the liberal channels to promote it even before you start shooting. If you want to make a nature film, let nature enthusiasts know about it through their social media environmental channels and invite them into the process (up to a point) so that they will feel invested in the outcome. My opinion is that Indies shouldn't manipulate social media for buzz in anticipation of release, rather, they should utilize market specific social media channels for relationship building from the very onset of production.