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Ritratto di Erika Favaro
Autore Erika Favaro :: 22 Ottobre 2015

Un film è arte, ma è anche economia e organizzazione. I cinque trucchi per non farsi trovare impreparati

marketing plan

Questo articolo è dedicato a tutti quei filmaker alle prime armi e agli amici produttori, pur bravi, magari un pelo sbadati da non accorgersi del fatto che siamo entrati nel XXI secolo e non basta fare buone ciambelle per vendere tante ciambelle. E quindi, vogliamo aggiungere, alla vostra già ardua salita verso il successo del vostro ottimo prodotto filmico, cinque scalini in più da scalare, importantissimi: quelli del Movie Marketing Plan.

STEP 1: Chi è il tuo pubblico? Si impara presto (e a proprie spese) che chi identifica il pubblico con tutti poi si ritrova con un pubblico formato da nessuno. Capire e sezionare la propria audience è il primo passo per poter affermare il successo del vostro film.

STEP 2: Quanto è vasto il tuo pubblico? Uno volta definito il tuo pubblico devi trovare il modo di renderlo più ampio possibile. Esempio: stai facendo un film sui gatti viola? Bene! Non puntare al pubblico degli amanti dei gatti viola, punta agli amanti dei gatti. Saranno ben di più, no?

STEP 3: Come trovare il tuo pubblico? Una volta che hai concretamente trovato il tuo pubblico, devi prendertelo. Lo ribadiamo, siamo pur sempre nel ventunesimo secolo e non è facile trovare soluzioni che ti piovano addosso. Dove sono gli amanti dei gatti di cui sopra? Nelle associazioni animaliste? Tra gli amanti dei link di Facebook? Bene, fagli sapere che il tuo prodotto è per loro.

[Leggi anche: 5 errori psicologici dei filmmaker principianti da evitare]

STEP 4: Qual è la tua strategia promozionale? Devi far amare agli amanti dei gatti il tuo film sui felini. Giusto? Bene, come fare? Merchandising? Versamento di parte dei profitti per associazioni veterinarie? Vedi tu, qui si parla tendenzialmente di film, e poco di animali.

STEP 5: Fai i tuoi conti - Con la matematica ci devi fare i conti, prima o poi. Considera le spese che hai e quante copie (o quanti biglietti) deve vendere il tuo film per poter avere un expected value che abbia come premessa il segno “+”. Se vuoi fare della cinematografia un lavoro, sarà bene imparare a contare in fretta.

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