The following post is a four page spread article written by Bendrix and published by Student Filmmakers Magazine’s December Issue in 2006: “My movie is complete… NOW WHAT???” Please note that some statistics reflected in this article refer back to 2006 figures provided by Podtrac. The following article is a very general overview of the online video community (meaning no online brand names nor companies were mentioned). The information in this piece still apply today (2008) .
Want To Purchase The Student Filmakers December 2006 Issue? Click Here
“My movie is complete… NOW WHAT???”
“My movie is complete… NOW WHAT???” This is the question facing the independent filmmaker. So, how do you promote and distribute your work? Without connections, It’s difficult to penetrate the major media markets. Even when you get your foot in the door, there is often the familiar refrain, “don’t call us, we’ll call you.”
Fear not! The digital revolution is here and the media landscape is changing drastically. Independents and enthusiasts have new marketing tools to work with: computers, cell phones, and media players that can download or stream their work. This fits perfectly with the appetite of today’s audience to personalize and manage content however, wherever, and whenever.
Traditional platforms will not disappear anytime soon, but media consumers are no longer locked in to radio and TV. Advancements in technology have revolutionized the way people view content. Internet services and devices provide the means to customize programming around personal habits and preferences.
At the moment the online milieu is much like the wild wild west. The lack of standards and regulations undercut the formalities and traditions of the broadcast networks. Digital-savvy enthusiasts have been able to create new markets, gain global exposure, and open up distribution opportunities, utilizing minimal resources. The media conglomerates are acutely aware of this new reality, and they are paying attention; watching the trends and following the buzz.
So what is the buzz? Podcasts! Video Blogs! Video Portals! Social Networks! Each day, there are hundreds of millions of eyes searching the web for video clips. Let’s examine these outlets one by one, and discuss how each can be used as a tool by filmmakers.
PODCAST
Since July 2004, approximately 22 million people have watched or listened to podcasts. For the first time in history people from all walks of life are creating and seeking niche audio and video content. Topics are far ranging, from the quality of fine wines or crochet techniques to children’s stories. Podcasts are intended for viewing by a specialized audience.
A podcast can be an audio or video clip. It is downloadable and subscription-based (like a magazine or newspaper), and it is free. One needn’t own an ipod to view or listen to a podcast. There are a growing number of portable devices that give access to this media. More than half the people who view podcasts do so from their work or home computers.
Podcasts are downloaded and played through an application with the capacity to search for specific new content on the web. The popular term used by podcasters is a “podcatcher.” The technical term is an RSS reader. RSS is the acronym for “Really Simple Syndication.” It is a simple XML-based system that allows users to subscribe to their favorite web content. RSS is the key feature that defines and sets apart subscription-based content from other delivery methods. With that said, the process can be a little intimidating for the uninitiated. In plain language, this feature alerts the user to the posting of new content.
The podcast community is made up of people who share a product, service, or experience with the audience. Shows are often episodic and usually use formats based on traditional radio and television. It is a misconception that podcasters are simply amateurs with a home-grown product. Many podcasters have professional backgrounds in traditional media and production standards vary widely.
Filmmakers can use podcasting as a way to get people to subscribe to their work. For example, podcasts can be used to show a mini series, the behind-the-scenes of a film, or to feature interviews with the filmmaker or cast members. Once you have established your podcast, you can cross promote with other podcasters, filmmakers and creative producers who share your genre.
VIDEO BLOGS
Blogs date back to the mid 90s. They can provide commentary or news on a particular subject; some function as more personal online diaries. A Vlog is a blog with embedded video or a video link. Like podcasts, vlogs use an RSS based system that allows users to subscribe to their favorite shows. Vlogs are typically for people that text regularly and are intended for select audiences, often colleagues, friends or family.
Many subscribers to vlogs download or view embedded video clips hosted on the vloggers website. One of the issues with this design is video incompatibility with web browsers, computing platforms, and video formats. This can be a frustrating process for a filmmaker who wishes to share their video clips. In recent months the technology has improved, with better-streamlined stand-alone players and websites with built in RSS capabilities that host vlog feeds.
The existing vlogging community is made up of people who believe in media literacy. The vloggers mantra: “We are taught to read and write in school but no one ever teaches us to pick up a microphone or video camera to express our thoughts.” These are people who sincerely believe in the meaning of “citizen journalism” and self-expression through video. By way of comments and forums, vloggers support one another. Feedback is the backbone of the vlog community. There is a very personal connection between vloggers and their audience.
For filmmakers, a vlog can be a platform for posting behind-the-scenes segments, trailers, or just about anything relating to a moving story. Keep in mind that many of the current crop of enthusiasts do not have training in video production. Filmmakers can fruitfully interact with this community to exchange ideas or seek opportunities for collaboration. Cross promotion is equivalent to free advertising. Although the video blogging community is somewhat small, there are key individuals and industries that pay attention. Generally, the audience tends to be loyal and supportive.
VIDEO PORTALS
Video portals date back to the late 90s. They became a haven for small production houses and indie films. Some of these productions have been discovered and re-mastered for the big screen. Perhaps five or six years ago, independents would submit their work via mail (video-tape, dvd, film). There would be a screening and review process and, if accepted, the film would be hosted on a video portal. January 2005 marked a new era of “user-upload.” This feature allows the creator of the work to upload content without a middleman. Video Portals are intended for viewing by anyone with a broadband connection and seeking a quick fix (humor, pleasure, gross out).
A video portal is an online network that hosts and serves video content. These portals have a user-upload feature that will allow you to upload any video you have access to on your hard drive. Each upload feature has a disclaimer stating: “do not upload copyrighted material for which you don’t own the rights or have permission from the owner.” Some people ignore the disclaimer, but as the technology gets better, we see more and more violation clips being removed.
Viral video is becoming as much a part of online culture as email and instant messaging. If you have seen some type of viral video or have been sent a video link, chances are it originated from a video portal. These clips are usually short-form entertainment; fast and fun, and sent to friends, family, and colleagues. Tens of thousands of enthusiasts upload video each day. The top video portals get an average of over one hundred million views a day. This is the fastest growing online community.
Video portals are an excellent place for the filmmaker to post bloopers, behind-the-scenes segments, music videos, and trailers. This community is rapidly evolving. Over the past year, new features have been incorporated to make it more than a place to just see random viral clips. These portals are merging the most appealing features of online social networks, podcasts, and video blogs. Unlike with podcasts or vlogs, this audience tends to be fickle, but it is numerically huge.
SOCIAL NETWORKS
Between 2002-2003, online social networks became a cultural phenomena among young audiences. There are currently hundreds of social networking web sites and tens of millions of subscribers worldwide. Their appeal? The user takes control, creating their own flexible and customizable profile. Profile viewing has a powerful and deeply personal psychology. Most profiles are likened to a high school or college student’s bedroom: lots of personality, messy, and rich with entertainment. Participants can easily connect and communicate with like-minded personalities.
Social networks are intended for anyone who wants to stay in touch with friends and meet their friends’ friends. I should explain here that the concept of a “friend” in the virtual world of online social networking is not quite the same as in the real world. In web-based social networking, this highly subjective term simply designates an individual with whom one has an online connection. It doesn’t necessarily signify that you will share a meal or borrow 25 bucks when you are short of cash.
A social network is a user-submitted web-profile linking to millions of other profiles. Communication tools like email, instant messaging, blogs, and forums, are merged within this massive database. Once a person logs in, they have access to online contacts, research, and entertainment. These social environments are an increasingly influential part of contemporary popular culture.
Participants use online social networking for a variety of purposes: as a dating service; to launch a business; to establish a music career. An individual’s profile-page (web-profile) consists of communication tools, “top friends” comments, and other media elements. As in the real world, its very much about who you know. To be among someone’s “top friends” is an honorary status and a form of free self-promotion.
These networks can help to establish the value of your creative product with like-minded personalities sharing common interests. Many entertainers and industries are hosted on popular social networks. Getting their attention through a network can be as effective as meeting in person.
Filmmakers can use social networks as a way to connect with their audience. The profile-page can serve as a supplementary website within a particular online social network. It’s multiple tools can embed video clips (hosted within a video portal), launch podcasts, and link back to a vlog or a website. There are a huge number of film and genre-related forums and groups within these networks. The filmmaker can establish a presence by regularly posting on these forums, befriending and adding vocal and like-minded profiles to one’s own page, and most importantly, gaining access to their friends’ friends.
BUILDING YOUR BRAND
The importance of establishing connections and of cross-promotion cannot be over emphasized. Cross-promotion amounts to free press. The greater your connections, the wider your audience. With minimal resources, you can use the internet as your own your marketing and distribution center. On the web, being notable and having a high relevance in search, leads to discovery. Last month, the New York Times carried an article about a Hollywood agency that created a division to discover “the next stars of web video.” This is but one of many examples.
Its important to know what you want to achieve through the various platforms. They should not be considered primarily as revenue generating in themselves; Instead, think about building your brand and growing your audience globally to provide a basis for distribution of your content. Once you have the following, you can consider mechanisms for generating revenue, for example, selling DVDs or other film-related merchandise directly from your website through accounts with online commerce sites. In the interim, you can set up a donation section on your web page to facilitate support for your work.
The subjects discussed here really just give a glimpse of what’s happening in the dynamic arena of “new media.” There are other online networks and portals, too broad in scope for discussion in this article, like immersive 3D environments, IP television, and cellular networks using Mobile-casting. For now, the independent filmmaker should consider: Podcasts for building a subscriber base; Vlogs for journaling and discussing ideas; Video Portals for short-form entertainment; and Social Networks to interact with and grow your audience. These are some of the overlapping online strategies that filmmakers can explore as they seek to promote and distribute their work.
- bendrix
Bendrix (Ben Williams) is a speaker, author, videographer, video editor and digital strategist. He is Founder of Codedsignal, Inc.: A Portable Media Network featuring the following media properties: Beneath the Beat: Hip Hop | Beneath the Beat: Electronica | Digital Media Tips | Shanxi Nan Lu.
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Codedsignal | bendrix | 
October 6, 2008 5:23 pm | 
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