From Scott Kirsner’s ITVS Digital Initiative: Report from the Field about digital strategies for social issue filmmakers.
1. Leverage the lists and websites of membership organizations related to the topic of your film to communicate with viewer who may be interested in seeing/purchasing it.
2. Connect with bloggers who cover the issues in your film, offer them interviews, review copies of the DVD or embeddable clips from the film.
3. Collect email addresses (and ideally zip codes too) from the visitors to your film’s website; you can notify them when the film is playing in theaters or on TV, or when it becomes available on DVD or as a download.
4. Post clips on video-sharing sites or social networking sites, with links back to the film’s main site; this can help introduce it to new audiences.
5. Consider allowing internet users to remix or “mash up” parts of your film, or create their own trailers for it. This adds their perspective to the work and, ideally, helps it reach a broader audience.
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