A Suggestion for Marketing via Social Media

Arlan Godthaab, Vampire Hunter

A Los Angeles actor friend, Arlan Godthaab, posted photos yesterday on Facebook from "I Had a Bloody Good Time at House Harker," a horror-comedy now shooting in snowy Wisconsin, with a cast that includes Jacob Givens, Derek Haugen, Noel Carroll, and Keely Gelineau. These were interesting shots that not only made me want to learn more about the film but also got me thinking about how actors and production companies use social media to publicize their product. His is one way, and it’s a good one.

Yet most production companies, even the big ones, don’t yet get social media. Filmmakers trying to break into the business have enough on their plate just trying to figure out funding, casting, logistics, lighting, shooting, and editing. Marketing is rarely in the budget, so they don’t even think about it. They should. They have a whole team on set that can help get the word out about their production, but often the best most young filmmakers can do is set up a Facebook “fan page” and then ask everyone to “like my page.” In an incentive-based culture, that’s rarely effective because everyone is thinking, “What’s in it for me?"

Every person over age 3 has a cell phone with photo/video capability, and nearly everyone under age 80 has a Twitter account and Facebook page and more. (Judi Dench tweets, for heaven sakes!) Actors WANT that production still of their big scene. They WANT to tell people about the terrific new film they’re working on at the moment and the great production team that's creating it. They want to post it to Facebook, upload Vine videos, and tweet the news out to everyone they know! It’s part of driving down your IMDb rating and driving up your Klout number, which is why stars large and small are being advised to do it. These days a few savvy producers even consider an actor’s social media presence when casting their films…and say as much in the breakdowns!

So let me make a suggestion, maybe even a few….

Small production? Don’t have a recognizable star? Designate someone who's good with a cell phone camera to take production stills throughout each day’s shoot. (A production still is one with the camera and crew in the shot that tells everyone “See, I make movies!”) At the end of each day have them review the photos, adjust the sharpness and pump up the saturation with a cell phone app like Camera+, and then see that every member of the cast and crew gets at least one flattering shot of themselves to use on social media. (And “flattering shots” should be the instruction to the photographer.) Later, when you get to editing, have someone grab interesting screen shots from your outtakes and, again, email them to cast and crew who are in those scenes. You can also use all of these shots on your film production website and social media sites (and, yes, you should have all of those), make them available to the designer creating your poster, and use the outtakes in producing your trailer.

Work with your cast and crew to help shape the message and get lots of free and positive publicity (which helps in building audience anticipation and winning awards.) Talk to them. Get everyone pulling together.

Arlan, my best to director Clayton Cogswell and the whole Good Cops Entertainment Team at #HouseHarker. Looking forward to seeing the film.

Still photo by Jacob Givens from "I Had a Bloody Good Time at House Harker."