BAFTA and the
British Film Council in association with
Shooting People recently hosted
SHORT SIGHTED, a highly insightful all-day seminar I
attend November 5 about marketing and distributing your short film. I can’t
even begin to tell you how informative the event was with a number of high
profile filmmakers, sales agents, distributors, programmers, and creatives invited
to speak. In the event that you can't be bothered reading my notes from each
segment (I strongly suggest you don't do that) you can scroll to the bottom to
read a quick summary of the major takeaways I gathered from all the attendees:
Jordan McGarry, Head of Talent Development and Production at
Film London and former Director of Curation at
Vimeo, gave her perspective on
short film commissioning and distribution and the exciting opportunities for
short film today. Jordan’s interview was an excellent way to kick start
the seminar, providing a number of helpful tips for how to get your short film
noticed online. Here is a summary of the key points:
- Identify
your core audience and be specific; don’t generalise (i.e. women aged 18
to 40). Then identify where that audience hangs out online. For example,
16-20 year olds are more likely to watch the film on YouTube than Vimeo.
- Create
a user account on Vimeo and interact with other filmmakers by liking and
commenting on their films. Identify filmmakers who have similar styles and
tastes to your own and reach out to them.
- To get
your film noticed by Vimeo staff members, who select the Vimeo Staff Picks
each week, make sure your film gets at least 13 likes.
- Having
a catchy thumbnail and logline will help your film standout.
Shorts Programming
Hosted by Will Massa, Senior Programme Manager at British
Council Film
Will Massa did a brilliant job dissecting the role of
festival programmers with three fantastic panelists. The discussion focused on
what programmers look for in short films and the selection process of each
festival.
The panel were generous in revealing the intricate details
of each of their festival’s selection processes. As a start, they provided the
following statistics:
- Sundance:
9000 submissions; 71 selected.
- Underwire:
800 submissions; 80 selected.
- LSFF:
2000 submissions; 350 selected.
To cope with the sheer number of submissions received each
year, this is the process for each festival:
- Sundance:
8 programmers and 2 directors split the submissions equally and watch
every film submitted. Once this is whittled down to about 300 films, the
team meet in LA over 4 days to discuss the collection. Of the 71 selected,
50% have to be from the US which leaves roughly 35 spots for international
shorts. Katie was quite funny in pointing out this means that you have a
0.007% of being selected!
- Underwire:
10 – 15 preselection team members. Program by craft. Anna directs the
overall program.
- LSFF:
Preselection team of 4. Festival Director Philip Ilson watches every
film and directs his team to review the sub selection he makes. Together,
they work on whittling it down further.
Knowing how to stand out in your application is crucial to
getting noticed by these selection panels. Here are some tips they provided on
how to do this:
- Bold,
surprising, risk-taking films will catch the attention of the committees -
something that invigorates or subverts the genre.
- Clichés
are a huge turn off – hands running through corn fields, alarm clocks
going off, a shaky drag of a cigarette – are all too common in short
films. Google classic short film clichés and avoid them.
- Don’t
send anything but the film. Gimmicky packaging, personalised gifts, and
fancy letters go unnoticed and are usually thrown away.
- Put
something of yourself into the cover letter. Showing the panel your
personality helps them get a better sense of the kind of filmmaker you
are.
- The
length of your film is crucial for assisting selection panels determine where
a film will fit into their program. For the most part, films between 10 to
12 minutes are ideal but shorter films (3 minutes and under) and longer
films (over 20 minutes) are also helpful as standalone pieces. 3 minute
films are great for screening before a feature.
- Submitting
your film at the beginning or end of the submissions period makes no
difference to getting your film noticed though submitting earlier rather
than later is helpful from a budgetary perspective to avoid higher fees.
- Meet
with filmmakers who have had a number of short films screened
internationally and find out why their films did so well.
- Sundance
are happy to receive rough cuts and all panellists noted that there is a
way to update your online screener after the submissions period has closed
as long as the link submitted does not change.
- All
films submitted will first be watched on a laptop. Be mindful of this and
address it in your cover letter.
An interesting point all three panellists agreed on was the
fact that sometimes a film can be great but it just does not fit into the
festival’s program that year. This is obviously upsetting but at the same time,
it’s heartening to know the programmers would help out any filmmakers who fell
into this category. Sundance also has a new strand of their programming that
will take films that don’t fit into the program and screen them to industry
members at the festival.
Filmmaker Spotlight
Nina Gantz, director of Edmond
Emilie Jouffrey, producer of Edmond
Toby Fell-Holden, director, Balcony
Ali Mansuri, producer, Balcony
Hosted by Briony Hanson, Director at British Council Film
Hearing from two very successful filmmaking teams about
their festival journeys was incredibly insightful. Here is a brief rundown of
each project’s festival successes:
- Edmond: BAFTA and Sundance
award-winning short animation. Nominated for awards at Edinburgh
International Film Festival, Busho, BIFA, and SXSW.
- Balcony:
Won Crystal Bear at Berlinale. Won further awards at Alpinale European
Film Festival, Bermuda, Calgary, Dinard, Film London, Flickerfest, Iris,
Short Shorts Asia, Torino, and Urbanworld. Nominated for awards at BIFA,
Busan, Leeds, Tribeca, and UK Film Festival.
I feel like a need a breath after that. Needless to say,
these guys know their stuff when it comes to the festival circuit. Here are the
key points from their discussion:
- Short
films need to question something. Once you have the answer, there’s
usually no point asking the question again in a feature format unless
there’s more to be said (very philosophical response to adapting short
films into features).
- Find
out from successful short filmmakers why their films were so successful at
festivals.
- If
your film is selected by one of the bigger festivals (Sundance, Tribeca,
Berlinale, etc) attendance is essential to meeting agents and producers
who may be interested in working with you on your other projects.
- Prepare
postcards with details about the film’s screening and information about
the filmmakers.
- Invest
money and time into your marketing tools BEFORE you make the film:
websites and social media are great tools for generating an audience
before the film is finished; discussions with your stills photographer
about the poster will make your life a hell of a lot easier than trying to
make a screenshot work; and most importantly, work on your logline until
it’s a product of sheer genius – it’s the biggest drawcard.
- Having
a niche audience helps getting into festivals and gives smaller, more
concentrated audiences a reason to invest in your as filmmakers.
- Hiring
a casting director can be make or break for a film
- Hiring
a festival manager is a costly and unnecessary exercise most of the time.
It’s important filmmakers understand the process and going through the
rigmarole of entering films into festivals at least 3 times before palming
it off to someone else.
- Winning
awards is life-changing. It’s a stamp of approval and tells the industry
you’re one to watch.
Anatomy of a Sale
Speakers included:
Chris Tidman, Vice President of Global Acquisitions at
Shorts International
Emma Simpson, Company Manager,
Journeyman Pictures
Rebecca Wolff, Producer,
Grasp the Nettle Films
Hosted by Will Massa, Senior Programme Manager at British Council Film
If you’ve never used a sales agent for your short film
before, this will convince you to get one. The role of the sales agent in
selling short films is crucial for getting your film further exposed not just
to a wider audience but also the wider industry. Interestingly, the panel
include a sales agent who works with fictional shorts and another who works
with factual. Here are some of the key points from the session:
- Sales
agents attend major festivals to scout for talent. The major ones not to
miss include Clermont-Ferrand, Krokow, Cannes, Palm Springs, Tribeca,
Sundance as well as the TV festivals like MIPCOM.
- Broadcasters
look at short films as short content – it’s just another way of marketing
your film.
- The
best short film for fiction is 12 minutes – it’s easy to program for
broadcast and other platforms. The best length for non-fiction is usually
25 minutes.
- Factual
short films are great for shows like Panorama, the ten o’clock news,
Foreign Correspondent in Australia, and other current affairs programs.
- They
are also popular with The Guardian, The Daily Mail (don’t worry, Emma
cringed as well), and YouTube who will pay good money to license your
content. Emma’s company has connections with over 6,000 buyers – that’s a
fantastic network to access!
- Having
something people want to buy has considerable weight for feature
filmmakers. It helps to brand yourself which increases your chance of
having your films bought again in the future.
- Short
film sales are getting tougher as the broadcast and theatrical markets
shift away from traditional models: in saying that, there is still a
market, just with different requirements and criteria.
- Films
that make it into festivals aren’t considered commercial and have a hard
time getting sold. This is usually due to the fact that they’re too
abstract for commercial audiences. Films that are commercial AND get into
festivals are golden tickets. E.g Chris had a short film that was
nominated for an Oscar that earned nearly $40k.
- Films
with major budgets don’t always make big sales. Vice versa, films with
small budgets can sometimes sell really well.
- The
best time to engage with a sales company is when the film is post
production. Sometimes withholding your film’s premiere status for sales is
more lucrative than holding it for festivals. It all depends what your
goals are.
Digital
Speakers included:
Hosted by Jemma Desai, Film Programme Manager at British
Council Film
It’s a dilemma faced by every filmmaker: the film is
finished, had it’s premiere, and done it’s festival run. Now what? Sarah and
Gavin discussed what’s possible in the new digital age for short film
distribution online and some of the key things filmmakers can do to increase
their chances of successful launches online. Here is a summary:
- Nowness
is an online global channel for short films and art, design, fashion and
creative videos. The channel is a major destination for industry members
looking for that next big thing.
- 60% of
their traffic is generated by social media. Most of the time, hits are
attracted by the cast attached to the film, then the title, then the
logline.
- We Are
Colony is a newer platform which features strong talent and genre with
outstanding filmmakers or cast attached. They currently have a number of
short films online starring Benedict Cumberbatch, Michael Fassbender,
Martin Freeman, Felicity Jones, Ben Whishaw, Judi Dench, and lots more.
- For
Sarah, a laurel isn't going to tip them over the edge when it comes to
acqiuring a short. The date of the film's release is also not crucial -
the short with Felicity Jones was completed over 2 years' ago. In saying
that, both companies prefer films that are new.
- Both
companies prefer short films that 'haven't been vomited all over the
internet' for obvious reasons. This is why it's important to fully
consider all the options for your film's release before your put it
online.
- Be
ambitious with your distribution strategy. You are more likely to be noticed
by industry members, you have to work out how to be heard above the noise.
- Both
platforms offer a central destination for your film's online premiere with
a better environment for viewers than YouTube or Vimeo.
- Here
is a breakdown of each company's major benefits:
- Nowness:
- Having
short films showcased on their platform can be a great entry point for
people who want a career in commercials due to the type of audience they
attract.
- The
company programs quite far in advance so if possible, you should engage
with them as soon as possible so they can coordinate your premiere at a
time that matches what they're looking for.
- We
Are Colony:
- The
company is extremely flexible when it comes to quality, within reason.
They have short films on their platform that were shot with
iPhones.
- They
tend to establish a wide footprint for the film and don't geoblock where
possible.
- Offer
a 70/30 split to filmmakers over a rolling 24-month license.
- Asia
goes bananas for their content.
Shorts in Cinemas
Speakers included:
Afolabi Kuti, Producer, Home
Peter Middleton, Director, Notes on Blindness
Hosted by Jemma Desai, Film Programme Manager, British
Council Film
The final session of the day was attended by two filmmakers who's short films
had considerable success beyond the festival circuit and theatrical screenings
across the UK. Afolabi's 'Home' had it's theatrical premiere at Picturehouse
Cinemas whilst Peter's 'Notes on Blindness', a VR project, was distributed
theatrically by Curzon cinemas. Here's what they had to say about getting your
short film into cinemas:
- Not
trying to make money out of your theatrical screenings is a huge plus to
exhibitors. If you offer your film for free, they're more likely to screen
it before one of their features.
- Length
is crucial - a film that's too long and pushes out their program for the
night won't work. Generally speaking, a film between
- Festivals
didn't care about cast but the exhibitors did. Afo attributes his film's
success to the fact that Jack O'Connell's Money Monster was released a few
months before they started shopping around to exhibitors.
- Motion
Picture Solutions were integral in getting 'Home' into 70 screenings
across the UK.
- 'Notes
on Blindness' theatrical screenings were accompanied by an interactive VR
experience inside the cinema. Having something else to offer cinema-goers
was an excellent way to generate buzz about the screenings.
- Timing
was everything when it came to getting both films into cinemas. As
mentioned, Jack O'Connell's appearance in 'Money Monster' helped Afo sell
the film to Picturehouse. For Peter, the sudden interest in AR and VR
helped them get the film made and distributed.
- Having
a successful online premiere helped get exhibitors over the line. Both Afo
and Peter couldn't stress enough the importance of preserving that event
until you had the best options to choose from and investing time and
energy nailing an airtight strategy for release.
Key Takeaways:
As above, if you can't read my full post, here are the key
takeaways from the event:
- Festival
screenings are extremely helpful in gaining sales and distribution but not
all the time. Commerciality has to be considered as well.
- Think
about how you are going to sell and distribute your film before you've
made it. Make your strategy as bold and as ambitious as possible to make
your film stand out.
- Consider
what you want to achieve with your film during post production. Do you
want to win awards or make money? Is there a way you can do both?
- Audience
as always is key. Consider who your film is for before you make it.
- The
online presence of the film is important for getting festivals, sales
agents and distributors over the line. If you can prove your film has a
preexisting audience, it'll win them over.
- Length
is crucial for festivals, sales agents and distributors to determine where
you film physically will fit into programs. Make this decision before
you've made the film, not after.
- Meet
with or interact online with other filmmakers who have already experienced
success with short films. Learning from other people's mistakes can help
you avoid them too.
It's a shame but I really can't say that I've ever attended
anything like this in Australia. To be honest, I didn't even realise just how
many opportunities there are for short filmmakers to get their films sold and
distributed. Having companies like We Are Colony, Nowness, Journeyman Pictures,
and Shorts International based in the UK has clearly benefited the local
industry but that's not to say you can't too from Australia. Festivals are always
going to be important for short filmmakers but thinking about how to sell and
release your film will also benefit you getting noticed by industry members and
hopefully, get that next project off the ground.