A few marketing bits and pieces I picked up from the industry sessions at HotDocs 2010:
1. Rather than thinking about the website as a way to drive people to see your doc, flip that around and think of it the opposite way. Use your feature linear doc as a way to drive people to the web doc, to the interactive doc, the real content.
2. Theatrical doesn’t make money, but it’s how you get the publicity, the reviews.
3. It is about all types of media, not just the film. That’s a reality. Find partners to help you with the areas that you don’t have the skills for or don't want to do.
4. A film has to have a website because often people respond to what they know immediately. They’re reacting to the film, so the film's website is probably the first place they’re going to go to look for something else, more information, more content.
5. If the media is talking about the same subject matter as your doc, it makes your doc relevant.
6. What you’re going to get people to pay for is what they can’t find elsewhere for free and what can’t be stolen. What can’t be stolen is the interactive element. Non-linear storytelling gives them options in how they experience the content which can get them coming back again and again.
7. People love contests. It doesn't have to be a big prize.
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