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| Foreword | |
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| Introduction | |
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| Independent Films and Videos | |
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| The Value of Independent Films and Videos | |
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| Good Times, Bad Times... | |
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| Promoting Independent Films and Videos | |
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| What Is Promotion? | |
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| Is It Worth the Effort? | |
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| What Is the Alternative? | |
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| Start AEAP | |
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| What Do You Have? | |
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| Capsule Breakers | |
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| Perception vs. Reality | |
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| Writing the Capsule | |
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| Who Wants Your Product? | |
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| You Can't Sell to Strangers | |
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| Your Three Audiences | |
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| Finding Those Who Will Watch--Answering The "Big 11" | |
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| Constructing the Audience Profile | |
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| Playing Both Sides | |
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| Buyers and Sellers | |
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| Distributors | |
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| Producer Representatives | |
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| Distributor Representatives | |
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| Agents | |
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| Home Video Buyers | |
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| Cable, Pay-Per-View, and Broadcast Television Buyers | |
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| Internet Buyers | |
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| Organizations/Groups | |
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| Libraries | |
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| Strategic and Potential Partner Companies | |
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| Theatres and Other Public Venues | |
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| Other Sales and Rental Outlets | |
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| Those Who Will Promote Your Product | |
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| Media | |
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| Publicists | |
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| Festival Screeners | |
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| What Are Your Hooks? | |
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| High Concept | |
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| Analyzing the Elements | |
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| Story | |
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| Source | |
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| Genre | |
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| Celebrity | |
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| Special Effects | |
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| Location | |
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| Uniqueness | |
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| Exploitative | |
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| Title | |
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| Price | |
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| What Is Your Goal? | |
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| The Big Picture | |
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| Multiple Goals | |
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| Ten Questions | |
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| Goal Criteria | |
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| A Meditation on Limitations | |
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| Inadequate Funding | |
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| Does It Have Merit? | |
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| Don't Forget Your Creativity | |
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| You Are Not Working in a Vacuum | |
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| Say Goodbye to Personal Time | |
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| How Do You Do It?--Part One: Finding Your Audience, Distribution, and Sales Through a Distributor | |
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| Ordered Selling | |
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| Proliferation of Companies | |
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| Types of Distributors | |
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| Studio Distributors | |
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| Independent Distributors | |
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| Subdistributors | |
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| Wholesalers | |
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| Adult Wholesalers | |
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| New Product Wholesalers | |
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| Used Product Wholesalers | |
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| Leased Product Wholesaler | |
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| Distributor Functions | |
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| Accept or Reject Criteria | |
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| Gearing Up the Machine | |
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| Major Tasks | |
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| Ancillary Support | |
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| How Do You Land One? | |
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| Qualifying Distributors | |
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| Selling Out? | |
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| Collection of Distributor Information | |
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| Assessing Potential Distributors | |
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| Gathering Data | |
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| Making the Contact Call | |
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| Refining the Database | |
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| Designing an Approach Plan | |
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| Be Realistic about Your Project | |
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| Don't Exaggerate the Merits of Your Project | |
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| Approach the Approachable | |
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| Make a Good First Impression | |
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| Who and What Helps in the Process? | |
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| Producer Representatives | |
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| Agent | |
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| Film Festivals | |
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| Film Markets | |
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| Soliciting Distributors | |
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| First on the Hit List | |
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| The Question of "When?" | |
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| Development Selling | |
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| Production Solicitations | |
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| Finished Product Sales | |
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| Three-Pronged Approach | |
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| Presentation Package | |
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| Sales Letter | |
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| Hit 'Em Hard | |
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| Keep 'Em Reading | |
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| Finish 'Em Off | |
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| Prose Pointers | |
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| Media Kits | |
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| Putting It All Together | |
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| Double-Pocket Portfolio | |
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| Film or Video Synopsis | |
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| Project Fact Sheet | |
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| Cast and Crew Lists | |
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| Company Backgrounder | |
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| Production Photographs | |
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| Key Art | |
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| Business Card | |
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| Screener | |
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| Use Only High-Grade Tapes | |
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| Create Professional Labels, Boxes, or Packaging | |
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| Mark Its Ownership | |
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| Limit Duplication | |
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| Protect Your Property | |
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| Order of Contact | |
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| The Mailing | |
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| The Follow-Up | |
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| The First Call | |
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| Inevitable Outcomes | |
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| When They Say "No" | |
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| Solicitation Limbo | |
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| Getting to "Yes!" | |
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| The Beginnings of a Deal | |
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| Don't Tell the World | |
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| Don't Forward Any Materials | |
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| Don't Be Impatient | |
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| Understanding Realities | |
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| Timing | |
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| Location | |
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| Salesmanship | |
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| Resolve | |
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| What to Do? | |
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| How Do You Do It?--Part Two: Self-Distribution | |
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| Seven Key Steps | |
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| The Markets--Who Is Out There? | |
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| Home Entertainment Market | |
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| Sources of Product | |
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| Wholesale Distributors | |
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| Independent Distributors | |
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| Independent Producers | |
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| Broadcast Markets | |
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| Cable Markets | |
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| Pay-Per-View/Video-On-Demand | |
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| Institutional Markets | |
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| Foreign Markets | |
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| Other Markets | |
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| Event Sales | |
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| Utilizing the Media | |
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| When to Contact? | |
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| Local Press Announcements | |
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| Entertainment Trade Publications | |
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| Film Finders | |
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| Home Entertainment-Specific Trade Publications | |
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| Film or Videomaking-Specific Publications | |
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| Other Film and Videomaking-Specific Media | |
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| General Entertainment Publications | |
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| Industry-Specific Publications | |
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| Researching and Surveying the Media | |
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| Media Contact Survey | |
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| Timeline | |
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| Getting Free Media | |
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| Press Releases | |
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| Release Requisites | |
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| Cut-Rate Communication | |
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| Interviews | |
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| Radio and Television | |
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| Magazines and Newspapers | |
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| Using Trailers | |
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| Video Press Kit (VPK) | |
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| Reviews | |
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| Using Paid Media | |
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| Which Media Do You Use? | |
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| What Are Others' Experience with the Technique? | |
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| How Frequently and When Should You Advertise? | |
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| What Can You Afford? | |
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| Locating, Qualifying, and Contacting Appropriate Buyers | |
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| Locating Buyers | |
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| Rentailers and Retailers | |
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| Locate Regional Chains | |
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| Broadcast, Cable, and PPV Markets | |
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| Institutional | |
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| Foreign Markets | |
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| Accumulate Data, Accumulate Data, Accumulate Data | |
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| Adapting Your Presentation Package | |
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| Adapt the Sales Letter | |
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| Develop Specialized Marketing Materials | |
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| Make Use of Your Media | |
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| Packaging | |
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| The Value of Art | |
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| Packaging Pointers | |
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| Point-Of-Purchase Materials | |
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| Trade vs. Consumer | |
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| The Point of P.O.P. | |
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| Some Tricks of the Trade | |
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| P.O.P. and Sponsorships | |
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| Exploiting Other Promotional Options | |
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| Publicity Stunts | |
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| Drawing a Crowd | |
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| Creating Controversy | |
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| Stunt Stumping | |
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| Premieres and Sponsors | |
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| Other People's Money | |
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| There's Always Plan B | |
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| And Even Plans C, D, E... | |
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| Film Festivals | |
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| How Much Will the Film Festival Cost You? | |
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| How Will the Timing Affect Your Promotional Plan? | |
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| How Worthwhile is the Festival? | |
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| What Kind of Contacts and Exposure Will Result from Your Participation? | |
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| Is There a Cash, Product, or Distribution "Prize"? | |
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| Has the Festival Launched Any Careers? | |
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| Does the Festival Offer an Accessible and Attractive Location? | |
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| How Is the Market Aspect of the Festival? | |
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| Posters, Public Speaking, Positioning, and Publishing | |
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| Using Posters, Flyers, and Stickers | |
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| Making "Celebrity" Appearances | |
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| Positioning Yourself in the Industry | |
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| Using Newsletters to Promote and Stay in Touch | |
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| Pricing | |
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| What Does the Market Bear? | |
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| What Is the Distributor's Real Price? | |
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| How Much Do You Need to Make? | |
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| What Is Your Goal? | |
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| The Mailing | |
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| Keep It Workable | |
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| Send a Teaser First | |
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| Keep Letters Short | |
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| Handwrite the Address | |
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| Consider the Buyer When Stuffing the Envelope | |
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| Forget about Order Forms | |
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| Dress Up the Envelope | |
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| Use First-Class Postage | |
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| Callbacks and Making the Sale | |
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| Method of Payment | |
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| Risk | |
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| Contracts | |
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| Exclusivity | |
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| License | |
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| Rights | |
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| Advance | |
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| Time Frame | |
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| Pricing | |
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| Expenses | |
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| Advertising and Promotion | |
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| Recoupment | |
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| Producer Input | |
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| Credit | |
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| Right to Inspect and Audit | |
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| Right to Terminate | |
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| Deliverables | |
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| Hire a Lawyer | |
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| Getting Down to Business--Follow-Up and Fulfillment | |
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| Filling Orders | |
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| Duplication/Replication | |
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| Packaging, Labeling, and Shrinkwrap | |
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| Replacements and Returns | |
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| UPC Coding | |
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| Shipping and Freight | |
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| Business Entity | |
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| Business Location | |
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| Banking | |
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| Using the Internet--A Special Case | |
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| Building a Site | |
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| Electronic Promotion | |
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| Online Screening | |
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| Digital Distribution | |
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| Streaming | |
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| Virtual Selling | |
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| Listings | |
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| Electronic Promotion--Part 2 | |
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| Bringing 'Em Back | |
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| Advertising on the Net | |
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| Getting It for Free | |
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| Buying Clicks | |
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| Connecting with the Creative Community | |
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| Finding Buyers | |
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| Virtual Video Stores | |
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| Insider Industry Information | |
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| Conclusion | |
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| Appendix | |
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| Film/Video Attorneys | |
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| Entertainment Distribution Companies | |
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| Independent-Friendly Film/Video Markets and Events | |
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| Important Independent Film/Video Print Media | |
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| Independent Film/Video Producer Representatives | |
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| Helpful Independent Film Promotional Web Sites | |
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| Recommended Reading | |
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| About the Author | |