With more options in social media to become anti-social, it’s useful to make a conscious effort to look for options in blogging, Twitter or Facebook that allow more engagement- not just with us, but with other people interested in our work. In other words, the more we can allow people to find each other through their interest in what we do, the more what we do will be easy and remunerative for us. That was the initial strength of social media. We can continue to build and expand collaboratively rather than get dulled by “Like” buttons.

*Quote by Samuel Goldwyn

As championed by theatrical marketing wiz Jon Reiss, the PDM starts early in production, building an audience through viral marketing and establishing relationships with potential fans and supporters.

A PDM may sound like a blessing or a redundancy depending on where your strengths and interests lie as filmmaker. If you hate the very idea of marketing, tweeting, or going to networking events, a good PDM can be a godsend. They will shape your marketing strategy and perhaps even give you clarity on your film’s overall message and direction by asking good questions about what audience it will serve.

If you actually enjoy thinking about the marketing strategy for your film and have a handle on who its core audience may be, a PDM may be an expensive option when a few hours with a consultant and a few well-chosen interns could serve as an effective alternative.

Creative and individualized marketing does take experience, work, and inspiration, but there is no boilerplate solution, in new distribution or old.

Here’s Jon advocating the position:

Broadband Issues for Content Makers helps film and video makers understand some of the issues around Broadband and ‘Net Neutrality’ and how they specifically impact independent producers.

Live! Nude! Audience! takes YOUR submission to be instantly reviewed by our crack team of experts and evaluated for marketing and outreach opportunities. You’ll get to see the process in action for your own film or discover the best ideas to use for future projects. And of course, we’ll be naked.

I haven’t yet read the book but overall, if you care considering a DIY strategy for your film release, this looks like a fantastic resource.

Jon is touring about with the book, including stops at CPH:DOX; DIY Days: Los Angeles; and the IFC Center in NYC. He’s also the inaugural “Weekly Player” at Filmmaker Magazine, answering questions until November 16.

At tonight’s IFP fete for Bob Berney and his new distribution company Apparition (whose first release BRIGHT STAR had a genius love letter/tweeting contest), I spoke with consultant Jennifer Warren, who specializes in obtaining sponsorships for films. A promotional investment in your film seems to be more viable than ever before with the increasing sophistication of online social networks. It’s worth considering possible partners and seeking out mutually beneficial relationships through your own contacts or via a specialist.

1. Youtube
2. Apple trailers- if you can get on here, it is the gold standard, but they’re selective.
3. Facebook- A fan page is good, but the advanced user may want to consider a video sharing widget ala Brightcove
4. Hulu – trailers are in MPEG2 format and you should contact trailers@hulu.com
5. Specialty sites- no matter what the topic of your film, chances are there is a video-hosting site for the genre. There are Christian video sites, pet video sites, activist video sites, GLBT video sites, and the list goes on. Find the right one (or more) and upload!

Do you have better sites than these for trailer sharing? Please comment.

There is a part of me that feels a bit sad that there seems to be numbers of films that I think are good that would have a hard time reaching an audience in the emerging climates and I wonder if they will continue to be made. On the other hand, I’ve noticed that the spectrum of music that has awareness in general has really broadened in the past 20 years. The more people feel a direct relationship with the films they are accessing, the more they may be willing to branch out and explore.

Also, Ben suggests filmmakers have nothing else to sell? Why not? They could have games, ala Lance Weiler, cool swag like T-shirts for festivals or the web or speaking engagements for the filmmaker. Online they could give away the film and sell the extras, or create a community for the film with something value-added, or do contests or giveaways. Look at breakfast cereal- companies have been able to charge many times the cost of production because of packaging, extras, and perceived health benefits– filmmakers can learn from all kinds of marketing sources.

That said, it isn’t like a $5 million budget is redeemed with cracker jack prizes, but for filmmakers working on the cheap, making shorts or iTunes-friendly films, the indie rock model may not be that far-fetched.

ht: Chris Thilk

On the other hand, sending a high-quality trailer around with a widget is a great idea, especially on Facebook or other social networking sites. Especially if that trailer includes a link to buy the film, either as a download or a DVD.  This is so simple, people definitely like a bite-sized video item like a trailer for sharing, and it’s much better for the film’s revenues.  And you could still monetize the widget! Use adwords or some simple graphic advertizing on the widget. Make it work for mobile in the best-case scenario.

So Caachi has just announced their Vidget, which essentially hews to this bare bones of this plan.  It isn’t the most attractive thing you’ve ever seen, but it does seem to connect to Facebook as well as create posts for Blogger, WordPress, and a few other blog and networking sites. The trailer itself is really small and it is text-heavy (unlike the slick-looking Snag widget). At the moment it only seems to be set up for GORDO (this may just be a bug I am having on my Mac), but it will be interesting to see if they have success.