The Independent Moviemaker - How to Market Your Art House Film

Marketing an independent film is the key to successful distribution, which in turn is the key to making a living as a filmmaker. Successful filmmakers generate a return on their investors' money, and this allows the filmmaker to find financing for the next project and the next project and every project after that. The same basic rules that govern a typical independent film also apply to an art film. But while many independent films are concept-driven, genre pieces, the art film is that quiet, thoughtful step-child that can be easily lost among the crowd of louder, more insistent children.

Typically without a high concept or huge marketing push to generate hype, the art film requires a more subtle approach to marketing. The main tools for a successful art film marketing campaign are critical reviews and positive word-of-mouth.

The typical patron of art films is more discerning than the average moviegoer. Usually these viewers place a greater emphasis on critical opinions. An Ebert or Roeper can make or break an art film. Many people who are into the art movie scene want to be the first to discover that rare gem out there, that proves to be first film of a cinematic master, and these same people will use critical response to help them decide what the new big thing is.

Next to critical praise, word-of-mouth is the most effective means of generating a buzz around your art film. Positive reviews will get a select few into the theater, but what these people say after they leave the movie is what ultimately determines the success of an art film. This holds true for typical Hollywood films, but these tend to open wide enough to recoup their budgets before positive or negative word of mouth has a chance to impact the film financially. The art film on the other hand, with its limited release, lives or dies by positive word-of-mouth. To generate positive word-of-mouth you have to have a good film with a unique edge. You should also have a film with a distinct style - something identifiable that people can classify. This will get them talking about your film.