I have a few friends who have carved out salaried jobs as managers of social media for film-production companies. Experienced professionals are being displaced in the job market by upstart young people with their “social networks” and “new media” — or so went a recent comment on KCRW’s “The Business.” And I’ve heard people from diverse backgrounds challenging the value of putting film marketing money into thinks like Facebook and Twitter. What’s the actual value? Where’s the quantifiable return?
There are a lot of polarized opinions about “new media.” After launching and marketing a website for a media company in Spain last summer, I discovered the power of Twitter for discovering and contacting relevant people. I found Twitter and Facebook to be most valuable as PR and market research tools. Through contacts found and made through Twitter, I had the website featured in the LA Times, The Austin American Statesman, and in blogs around the world. However, I did not find Twitter to be a valuable traffic generator. I learned that Twitter is best used as an interactive medium – responding to questions, providing useful info and making entertaining comments. It’s no wonder that Twitter has exploded as a valuable tool for celebrities to talent managers to keep celebrities in touch with fans. Small wonder that 8 of the TOP 10 most-followed tweeters in the world are entertainment celebrities… with Britney Spears at the top! For better or for worse, this is the world we live in today, June 2010.
Britney Spears on Twitter
The greatest value these tools give us is the power to connect personally. The value of a brand in this crowded, loud marketplace of torrential information is in making a meaningful impression on a highly targeted demographic. Social media allows this, with increasing power. Just as the Long Tail revolutionized the concept of inventory, social media is revolutionizing the concept of targeted marketing.
Viral video – the youtube video of audience reactions to the movie were compelling. It makes you want to see what they’re seeing, in a PG-13 two-girls-one-cup sort of way. See below.
Interactivity – inviting audiences to “Demand” a screening in their hometown created quite a stir. And gave some valuable info to Paramount.
Mythos – Created a story about the story. – Spielberg saw it and loved it? It was made for only $15 grand? It got picked up by a studio? If there’s a great story about how the film was made or sold, tell it!
Those three traits are pretty much the secret sauce to any successful online campaign.
Advertisements contain the only truths to be relied on in a newspaper. - Thomas Jefferson
Where else can you eat fine food, catch a film’s world premiere, ski on powdery (and largely vacant) slopes and then mingle with celebrities at parties? Sundance has a reputation and a reality. I’ve heard people complain about the desperate side of Sundance – the wheeler-dealers and the starving artists hoping to finally “make it.” While Sundance was more approachable than I expected, it’s not easy to get access to the really good events. And believe it or not, it’s certainly possible to do Sundance on the cheap. Here are some things I learned at my first Sundance:
Stay in Park City. This may seem counter intuitive. The ski town of Park City, Utah is just 30 minutes from Salt Lake City with buses affordably shuttling people back and forth, thus many people opt to find less expensive accommodations in Salt Lake City. However, if pay for the shuttle and use cabs to see as many movies as you can, make time for an early party, then travel back to Salt Lake City, you’ll have spent more and you’ll be exhausted. There are some reasonable places to stay in Park City if you look hard. Ask friends of friends. Couch surf Sundance. Split a room with a few people.
Early bird gets the worm. Understand how to get tickets. It takes some time to learn the system, but it will make your visit more fruitful. This year, 2010, the festival started yet another way to get tickets; several tickets are sold the morning of a show to the first people in line at the “box office.” The office opens at 8am, so if you want the ticket, get there a full hour early. This is usually a guaranteed way to get a ticket to the film you HAVE to see. Another method is to wait until the end of the festival when theaters are less crowded and the festival has thinned. Scalpers abound. Also, use Craigslist for second-hand tickets, sometimes for cheap or free.
Pretty girls can get you into any event. Her level of attractiveness determines the level of event you can crash. This is a law of nature.
Ride share. Find or organize a shared ride on Craigslist. Many people drive to Park City to this annual festival which attracts over 30,000 visitors. Splitting the fuel cost can save everybody money. After a day in a car, you’ll most likely have several new friends with whom you can conquer Sundance.
Rain and snow. Pack good gear. It’s cold and wet. Wear waterproof shoes. I had cold, wet socks by the end of every day.
Prepare. Read all about the films and eagerly awaited debuts. Read scripts. Contact directors and producers and schedule lunches.
My favorite restaurants at Sundance were: Java Cow, The Eating Establishment and The High West Salloon Distillery. For some fine Italian food, check out Grappa.
Check out Slamdance. The people are more fun. The films are more fun. The parties are more fun.
Night ski. It’s cheap ($40 all inclusive) and you’ll have world class slopes to yourself. Check out the deals at Sundance Lodge and at the Town Lift.
Don’t get towed. Parking SUCKS in Park City during Sundance. The small town is overrun with LA drivers. It’s tempting to park in a nearby grocery store or library parking lot. You WILL get towed to the tune of $200 cash only.
Support local talent! Stop and talk to everybody. Buy art from dedicated performers, like Bramble.
Follow up with friends you met in Park City. You’ll meet seriously talented people, like Mirko Rucnov and John Rhodes, pictured below:
Advertisements contain the only truths to be relied on in a newspaper. - Thomas Jefferson
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