In looking at Indie Marketing Techniques I found myself thinking back on Income and Art which led me back to the hustle. Obviously there are avenues such as film festivals and such but there are two great styles of marketing that I love, the first being viral marketing. Viral marketing can be somewhat gimmicky if left in lesser hands but there are many examples of great viral marketing campaigns. These campaigns bring the audience in to the film, they involve them months and months before the film is even in theaters, one famous example of this is 1999’s The Blair Witch Project.
This film had the advantage of somewhat kicking off a new, unexplored genre of horror film making (that being the found-footage genre) but it didn’t fail to fool audiences with the lead up to the film and the film itself. Through the use of a simple website and sprinkling of a campfire like legend of the blair witch, the film had many people believing that this was real, thus adding to the frightening nature of the film and being one of the most memorable marketing campaigns of all time. There are several other examples of great viral marketing, most recently with 2016’s Deadpool, the film and character’s self-aware nature led to a hilarious slew of trailers and real world clips that no one could stay away from that film.
However reading about marketing got me thinking about the hustle and the famous story of how Steven Spielberg faked it til he made it and got himself an office at the Universal lot despite actually not working there. The story goes that he was invited to a friend’s set one day and the next day came back, the guard recognized him from the day before and let him through the gate and he continued to do this for months gradually finding an empty office and filling it with his writing equipment and strolling the lot gaining inspirations from watching other directors work in their films. The authenticity of this story is in question despite coming from the master’s mouth himself but it’s the idea of this story that I love. The pure desire to be around films that much that he hustled his way into a studio lot for months is the kind of drive that inspires me to work harder and push my own brand no matter what. Whether or not the story is true it shows the kind of perseverance and insanity it takes to become recognized in the film industry and I hope I have the testicular fortitude to take it to such lengths if ever I get the chance.