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| Smaller than a Big Mac |
Right now I’m sitting in my living room with my friend as
she clicks through the channels of my Roku 2 XS. It’s a wireless unit the size of a small box
of Whitman’s chocolate, and I think it’s the best thing since sliced
bread. Ten minutes after opening the box
I had access to an almost cable repertoire of Internet content – on my TV. The biggest selling point for me was the
impressive amount of access to independent films and online video content (i.e.
Hulu, Netflix, SnagFilms AND Vimeo!). But
how did those channels even acquire said content? Digital distribution.
Still, even if a filmmaker has their work available through
these channels, it doesn’t mean instant audience gain. Awareness has to be built; campaigns have to
run; and viewer relationships have to be fostered if filmmakers want to attract
an audience, and therefore, a profit.
One may argue that since it’s hard enough to land a theatrical release,
campaigning for Internet viewership must be harder – especially with the sheer
amount of content on the Net. On the
contrary, as Dustin Woodward, ‘WebConnoisure’ blogger and freelance SEO
professional says, “People that are
passionate about your film’s topic are out there and want to find you. And it
is a level playing field—Hollywood studios have trouble ranking #1 for their
own film titles!” With the Web and the power of social media, filmmakers
without deep pockets can quickly spread the word about and exhibit their work
before it even sees a theater. And,
should a filmmaker get the privilege of showing their film in a theater, a
solid support system may have already been built under their work. Which comes first, the horse or the cart? I opine that, for the film industry, the Web
is now the horse and the theater is the cart – not the other way around.
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| Ben Hur, 1959 |
As far as churning your film through the glut of content
like cream to the top of milk, this is where SEO, or search engine optimization
comes in. But it’s not just about the
film’s brand. Brand building also
centers on the filmmaker him or her self.
Sheri Candler, marketing expert and publicist for independent
filmmakers, specifically, says SEO is key to building a personal brand. “Your
Personal Brand. Your online reputation. It’s the same thing.” Know your professional name and how that
translates, or doesn’t translate, across the web. Consistency builds relevance, and relevance
builds trust. The filmmaker is
the representation of the work. As a
unique representative, are you ranking positively with search engines? Sheri
continues, “Filmmakers interested in building a personal brand on the web
do not have the luxury of anonymity.”
SEO and brand building is not simply a nicety. For filmmakers, they are essential.
However, the seriousness of SEO should
not overshadow content. Buzz will fall
flat without any substance behind it. If
you have a choice between spending time on your blog and producing creative
works, produce creative works. Nobody
wants to be considered a poseur. Talk is
cheap, and it’s bad for business. Even
still, try to find a balance. From my
end of the Roku, I won’t get the pleasure of seeing your works if my channels
can’t find them. Get your stuff found. I’m sure I’m missing out.
** For kicks and giggles, watch this Shakespearian work on SEO. As serious as having a robust web presence is, it’s always good to keep it real:
