Aaron Strand posts on The Slam that Just Because You Build It, Doesn’t Mean They’ll Come.
He debunks the romantic notion that a great independent film will automatically attract an audience, emphasizing that modern creators must actively engage viewers through grassroots marketing and personal outreach.
Drawing from the self-distribution of his feature Withdrawal, Strand outlines a community-based “carnival barker” strategy that relies on personal presence, local partnerships, and direct audience connection rather than relying solely on the festival circuit.
He takes these concrete actions to market his film and attract audiences on his roadshow tour:
- Put a face to the project: He positions himself as the “star” and protagonist of the marketing story, sharing behind-the-scenes narratives and details about his personal background.
- Attend every screening in person: He travels to every tour location to introduce the film, participate in post-screening Q&As, and personally meet and shake hands with audience members.
- Establish local partnerships: He collaborates with members of the community in each city to have someone local introduce the film or moderate the Q&As.
- Host community lobby events: He invites local non-profit organizations to set up information tables in the theatre lobbies to turn the screenings into larger community events.
- Support other independent creators: He invites local filmmakers to screen their short films before his feature and helps others raise money for their own upcoming projects.
- Deploy promotional assets: He creates and distributes non-negotiable marketing deliverables, including trailers, social media ads, giveaways, and promotional videos.
- Send direct messages on social media: He tracks anyone who interacts with his film’s online content and sends them brief, unautomated, personal invitations via DM to clarify the exact date and time of the screening.
My take: kudos to Aaron! This is a ton of work!