Results
Introduction
What’s up, ladies and gentlemen!
Welcome to a brand-new episode of The Blade Podcast—the podcast about film production, post-production, and marketing.
I’m your host, Lungile Mayindi, and in today we’re going to discuss key lessons on audience building that I learned from South by Southwest (SXSW) 2021.
1. The SXSW Experience
I had the opportunity to attend SXSW 2021 online, and it was packed with amazing sessions, keynote speakers, film screenings, music showcases, and tech discussions.
But today, I want to focus specifically on the film industry talks, and one session that really stood out was about audience building.
2. Why Audience Building Matters for Filmmakers
In today’s world, traditional distribution models are shifting.
- Fewer movies are playing in theaters.
- Many distributors still cling to old systems.
- Independent filmmakers struggle to get their content out there.
Let’s say you’ve produced a movie or web series and planned for a theatrical release, but now you can’t because of industry changes or global events.
Your next option might be to approach Video on Demand (VOD) platforms like Netflix, Hulu, or Amazon Prime. However:
- These platforms have a closed-gate system.
- You must be well-connected or work with a sales agent or distributor, who will take a cut of your earnings.
But what if you could reach your audience directly?
If you had direct access to your audience, you could:
✅ Release your film on your own platform.
✅ Sell it on iTunes or Vimeo On Demand.
✅ Market it directly to fans without a middleman.
3. The Power of Knowing Your Audience
The key takeaway from SXSW was that building an audience early can be a game-changer for independent filmmakers.
With a strong audience, you can:
- Market your content effectively.
- Secure brand collaborations.
- Get direct funding for future projects.
- Create a sustainable business model for your work.
🎯 Example:
Disney’s Falcon and the Winter Soldier had a massive marketing push with:
✔️ Multiple trailers.
✔️ Magazine features.
✔️ Influencer promotions.
✔️ Even fireworks displays in Australia and the UK!
They invested millions into marketing.
🚨 But as an indie filmmaker, you don’t have that kind of budget!
So, what’s the alternative? Audience building.
4. How to Build an Audience
The session emphasized the importance of knowing your audience before you even start creating your project.
🎯 Steps to Identify Your Audience:
-
Define Your Target Audience – Who are they?
-
Create Audience Avatars (User Profiles)
- Age
- Gender
- Profession
- Interests
- Where they live
- What type of content they love
- Where they spend time online
-
Find Their Online Communities
- Facebook groups
- Twitter circles
- YouTube channels
- Reddit threads
- Discord communities
-
Develop a Marketing Plan Based on This Data
- Focus on where your audience already exists.
- Instead of marketing to everyone, target specific communities.
- Example: If you’re making a horror film, partner with horror influencers and advertise on horror fan pages.
5. Audience Building & Self-Distribution
If your film doesn’t get picked up by a distributor, you might need to self-distribute.
🎬 Alternative Distribution Strategies:
✅ Host a Screening & Sell Tickets – If you know where your audience is, you can organize private screenings and sell tickets.
✅ Leverage Existing Communities – Example: South Africa’s SA Horror Fest Facebook group is a perfect place to market a horror film.
✅ Collaborate with Influencers & YouTubers – Find content creators who review movies in your genre and work with them.
✅ Paid Targeted Ads – Run Facebook and Instagram ads specifically targeting your niche audience.
6. The Business Side of Filmmaking
As filmmakers, we’re not just creatives—we’re also entrepreneurs and marketers.
🎯 Key Marketing Strategies:
- Learn how to run paid social media ads.
- Partner with podcasts and online publications to get featured.
- Contact film blogs and review sites (e.g., Bloody Disgusting, Dread Central for horror films).
- Build press kits to send to journalists and bloggers.
📌 Tip:
If you know your audience’s favorite platforms, you can spend less on marketing and get better results!
7. The Importance of a Focused Marketing Plan
One mistake many filmmakers make is saying:
👉 "My movie is for everyone."
🚨 Reality Check: No movie is for everyone. Even massive blockbusters have specific demographics.
Instead, narrow down your audience to three core audience types and market to them directly.
📌 Example:
If you made a film about sneaker culture, you should:
- Connect with sneakerhead communities.
- Partner with sneaker brands for marketing.
- Promote your film at sneaker conventions.
🎯 The more specific your audience, the easier it is to reach them!
8. Final Thoughts
One of the biggest takeaways from the SXSW session was that audience building is crucial for filmmakers.
✅ It helps you market smarter.
✅ It makes self-distribution easier.
✅ It allows you to build a sustainable career.
📌 Remember:
If you start building your audience now, it will make every step of your filmmaking journey easier in the long run.
9. Closing Remarks
I hope you found these insights from SXSW 2021 helpful!
🎧 If you’re listening to this on a podcast platform:
📩 Send me an email—I'd love to hear from you!
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Until next time—stay safe and keep creating! 🎬🔥