Spring Breakers Gives Hollywood a Lesson in PR 101

March 19, 2013 Leave a comment

url-1The LA Weekly wrote that Harmony Korine’s Spring Breakers is like Godard meets Girls Gone Wild.  The review starts with Jean-Luc Godard’s famous quote “All you need to make a movie is a girl and a gun.”  That quote’s not far off the mark. I’ve read and heard quite a few reviewers make the Girls Gone Wild comparison, although that particular series ended up with a crash and burn scenario.  But where Spring Breakers is gaining most of its coverage is due to the casting.  And in this case it’s not so much that the names carry such weight, but that it’s a film in which a slew of Disney-esque squeaky clean pre- teen idols turned bad… really bad.  Vanessa Hudgens, Selena Gomez and Ashley Benson turn their good girl images on their preverbal heads.  That is the real buzz behind Spring Breakers and what’s causing the media frenzy.   It would have probably received a fair amount of coverage with James Franco and a cast of sexy half- naked gun totting actresses, but it’s the image shift of these particular actresses that has commanded such media attention.

Either Korine is simply incredibly lucky, or this was a very well thought out bit of casting that he understood would be the engine to fuel his PR onslaught once the film was released.  I think we can dismiss the luck theory.  He’s no slouch when it comes to savvy marketing, although this will be his first film to truly break into the mainstream.  And that can primarily be traced to his savvy casting.

'Spring Breakers' Rome Premiere

Regardless what you think of the acting, the story, the direction, or the film itself, there is quite a lot to be learned here from a PR perspective.  This is a perfect example of how a few choice decisions can drive the marketing of a film.  Spring Breakers is generating enough media heat to fuel its sales in a big way.  So the question is, will audiences pay $10 or more to watch Selena Gomez and other good girls go bad?  You bet they will.

Copyright © Anthony Mora 2013

FameFlynet Inc. “51020722 Stars attend the Rome premiere of ‘Spring Breakers’ on February 22, 2013 in Madrid, Spain. Stars attend the Rome premiere of ‘Spring Breakers’ on February 22, 2013 in Madrid, Spain.” Photo. imnotobsessed. 23 Feb 2013. 19 Mar 2013. <http://imnotobsessed.com/2013/02/23/vanessa-hudgens-selena-gomez-ashley-benson-rachel-korine-spring-breakers-premiere-in-italy/spring-breakers-rome-premiere-4/&gt;

 

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PR Tip of the Day: Expanding Your PR Focus

February 6, 2013 Leave a comment

expand your focusExpanding Your PR Focus:  When creating your PR pitches, your primary expertise is the area you’re going to generally focus on.  But that focus doesn’t have to be limiting.  Before launching your public relations outreach, study different ways that you can present or pitch your primary story.  For example, if you’ve produced a new film, you can talk about the story line, the actors, the director, the journey it took to bring the film to fruition, any current topical stories that the film touches on, how the film reflects the culture, etc.  There are a number of different approaches you can take and you want to broaden your pitch when approaching the media.  The more story angles you given them, the greater your chances of garnering media coverage.

Copyright © Anthony Mora 2013

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Amar Sidhu and The Black Russian: A Unique Film Marketing Saga

January 29, 2013 Leave a comment

Screen shot 2013-01-28 at 5.08.53 PMI’ve written a number of articles on how to utilize PR and media relations to help market your film, land distribution and build your brand. But before you can promote your film, you have to get into the game.  That’s not always easy.  Hollywood can be a daunting closed system to an outsider.  It often takes as much creativity to get into the film world as it takes to create the film itself.  By the same token, the upside of Hollywood is that there is no definite success path.  Each successful actor or filmmaker has his or her unique story.  As the industry changes more entrepreneurial actors and directors are carving out their own successful paths .That’s what makes Amar Sidhu’s story so compelling.

Amar is a successful physician, who is now creating a niche for himself as a successful action star.  When Amar Sidhu, M.D. was pursuing his medical degree at Tulane University, he was awarded the Outstanding Leadership Award and went on to become the Valedictorian of his graduating class. When he completed his residency in dermatology at the University of Southern California, he was awarded the “Outstanding Resident Award.” He has since gone on to become one of the most respected dermatologists in Southern California. But that, as they say, was just the beginning; Amar Sidhu has now set his sights on acting and is being met with similar success.

Working as one of Southern California’s top dermatologists doesn’t leave much time for going on auditions or networking.  Realizing that and understanding he didn’t have the time to slowly build his resume, Amar decided to go an entirely different route to reach his goals and realize his dreams.  Just as he did when pursing his medical career, he came up with a gameplan and has to date produced and starred in two feature films.  His first project was the foreign action drama Aakhari Decision, which was shot in Los Angeles and in India.

actor at work He is now ready to firmly establish himself with his latest feature release, The Black Russian. After the success of writing and acting in his first film Aakhari Decision, Amar has completed his second feature film, delivering a commanding performance in a new action conspiracy thriller that combines the action of ‘Man on Fire’ with the suspense of ‘Taken.’ When a Los Angeles attorney (Amar) discovers his photojournalist girlfriend has gone missing on assignment in Pakistan, he delves deep into a world of terrorism, drug trafficking, and corruption in his attempt to uncover what happened. This time Amar adds the title of co-director to that of actor and producer, giving him a challenging but immersive experience of the trials and tribulations of filmmaking. This level of creative input has also allowed him to refine his acting.  In addition to a local shoot in Los Angeles, the crew worked in India and Pakistan.   Not one to rest on his laurels, Amar is currently in pre production on his third film, a sci-fi action film called Winter’s Dream.

Amar’s goal is not to produce or direct, but to act.  His films offer a gateway to that world.  Utilizing public relations, social media and grassroots marketing, Amar is establishing himself in the film world.  He is continuing to produce and star in his own feature films, but, as his momentum builds, he is also garnering the attention of other producers and directors.  His star is on the rise.

Copyright © Anthony Mora 2013

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The PR & Distribution Connection for Indie Films

January 8, 2013 Leave a comment

film distribution & prThere are two primary areas where most independent films run into roadblocks, the first is marketing/PR and the second is distribution.  That has pretty much always been the case, but now, with the film industry in such flux and more competitive than ever, it’s becoming even more of a challenge. Marketing, public relations and media exposure do not only create a buzz and help establish your brand, but these strategies can also solidify distribution interest, and interest film festivals.  Distribution gives your film a way to reach your audience

At Anthony Mora Communications, Inc. we’ve been promoting major and independent feature films and documentaries for years.  Having worked as a screenwriter and indie film producer, I know the hazards and pitfalls of getting a film from concept to the market. With that in mind, we’ve developed a unique PR and distribution outreach designed to publicize and market films  as well as secure distribution.

Our firm specializes in media placement, media training and image development.  We have placed clients in a wide range of local, national and international media venues including:  Time, Newsweek, The Today Show, 60 Minutes, CBS This Morning, CBS Evening News, People, US, Entertainment Tonight, Premiere, Fox News, USA Today, CNN, MSNBC, 20/20, Oprah, The London Times, The New York Times, Los Angeles Times, The New Yorker, Rolling Stone, Entertainment Weekly, and various other media outlets.

Making a film can be a magical experience, but many filmmakers get so immersed in the making of their film that they forget about focusing on the next steps, specifically marketing and securing distribution.  Too many filmmakers forget to ask themselves what they are going to do once their film is completed. How are they going to get their film, promoted, marketed, and distributed?  What is their gameplan for building that bridge between the finished product and the audience?

What we’ve developed are unique PR and distribution film packages with the independent filmmaker in mind. The approach is to actively PR and market a film while pursuing distribution through a number of channels including theatrical, DVD, VOD/Pay TV, and Online/Streaming.

We deal directly with distributors to make sure your film get the best deal and secure the widest release possible.  By coupling our distribution efforts with a simultaneous specialized publicity campaign, we increase your film’s exposure both during the process of securing distribution, and during your film’s release.

If you have a completed independent film and are seeking distribution and publicity we can help. We have worked with a wide array of movies.  Each film is unique and there are an almost infinite number of different strategies we can utilize depending on the needs of each project. Your primary objectives are to have your film find its audience and to make your project profitable.  Public relations and distribution are the two keys that can help you reach your goals.

Copyright © Anthony Mora 2012

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The Surprising Benefits of PR

December 17, 2012 Leave a comment

OMG-290x325I’ve written several articles on how to launch a campaign and why PR should be a major part of your marketing plan, but what about why you should launch a public relations campaign.  What are the main upsides?  There are the obvious benefits that come from launching a successful PR campaign.

For example, via a strong media outreach you can:

  • Reach your target market
  • Gain the validation and legitimacy of being featured in the news
  • Establish yourself as an expert in your field
  • Land more customers
  • Sell more products
  • Build and establish your brand
  • Enhance your reputation

These are some of the primary benefits that come from launching a media relations campaign, but in the two decades I’ve run a PR agency, I’ve seen some surprising, unexpected benefits come from PR outreaches.  The following is a list of some of the more remarkable opportunities that have come to clients from their PR campaigns:

  • A client who was going to self publish a book received (and accepted) an offer from a major publisher
  • Another writer did self publish his book and then had it picked up by a major publisher
  • A client was able to secure national and international distribution for his product
  • A film producer landed a distribution deal for his film
  • An artist was offered work with a major film company
  • A medical expert was offered his own health show.
  • A client was offered a semi regular spot on a morning TV show
  • A client landed a national commercial.
  • A client was offered a regular role on a reality TV show
  • A singer was offered a record contract
  • An actress was offered a role in a major feature film.

These are just some of the benefits that have come to clients from their PR campaigns.  That’s not to say that every public relations campaign is going to result in similar opportunities, but one of the most exciting aspects of PR is that you never know.  Let’s say a campaign brings you more clients, establishes you in your field and helps build your business, that’s time and money well spent.   But, as the above list illustrates, once you start to establish yourself, your brand your products, your business, your service, your book, your art, your film, or whatever it is your promoting through the media, magic really can happen.

Copyright © Anthony Mora 2012

 

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Producing A Film? Create Your PR Plan First

December 7, 2012 1 Comment

Film PRMaking a film can be a magical experience, but  many filmmakers get so excited about and engrossed in the making of their film that they forget producing their film is only step one.  Actually the production of your film should be pretty far down the line in your film to-do list.  Particularly when it comes to new filmmakers, the excitement of making a film, and all that is involved in scripting, pre-producing, casting, production and post production, has a tendency to become all consuming.  Creating the film becomes everything.  But here’s the question, what are you going to do once your film (filled with joy, enthusiasm and dreams as well as blood sweat and tears) is completed.  How are you going to get your film, promoted, marketed, distributed?  How are you going to build that bridge between your finished product and your audience?

If this article were actually a script, we’d be having a flashback sequence here.  We flash back to the incarnation of your project.  We would fade back to before you edited, shot, cast, or wrote your film and add a new focus to the process.  In this sequence your new flash back approach in the past would change your future.  You’d figure out a game plan outlining how to PR, promote and market your film.  Your new public relations plan would act as a guide, as a roadmap as you moved forward in your filmmaking process.  It would be a bridge-building process between you, your audience, distributors, potential investors and influences.  It would be the focus that helped insure your film would have a strong shot at succeeding.

So many filmmakers come to me after they’ve finished their film.  They’ve been so wrapped in the process and the project has inevitably gone over budget.  They didn’t consider a marketing campaign before they started production and now have very little money left for marketing.   There’s often little I can do for them at that point.  Those I have most success with either start with me during pre-production, or from the start realized that marketing was an essential part of the game plan and kept that in mind during the production process.

Ideally you want to start promoting your film and creating a buzz online and in the media before you finish shooting or editing your project.  A well thought out media relations and social media campaign can serve you in a number of ways.  Keep in mind, depending on your needs; you are going to be addressing different audiences with your media relations campaign.   One outreach could be directed to the general public, another to a more targeted grout of viewers, another to distributors and still another to possible investors.  You can also start creating a buzz for upcoming projects while promoting your current film.

So dive into your film project.  Make the very best film you can.  But be smart about it.  Make a PR and marketing campaign an essential part of your film’s game plan.  You don’t want to end up with a film that a few of your friends see, or gathers dust in your home, or gets submitted to a few film festivals and then fades away.  You’ve put your heart, soul, time and money into your film project.  You now owe it to the film and to yourself to give it a chance to succeed.

Copyright © Anthony Mora 2012

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How To Create A Perfect PR Pitch: Why Less Is More


October 4, 2012 Leave a comment

You need to believe that you have a compelling story if you’re going to pitch yourself or your company to the media.  But, and this as they say is a big “but”, when launching a media relations campaign, always keep in mind that less is more.  The more succinct and to the point your pitch is, the better your chances of having your story featured in the media.  The truth is that writers, editors and producers are generally so busy that the less information they have to read, the better the chances that they’ll actually read it.  Hone your story down before you start to send it out.   Make sure your information is concise, to the point and compelling.  Make sure that it addresses the media’s needs.  Keep in mind that the media wants stories not facts or information. Use facts and information to support your story. And, once again, keep focusing on the mantra that less is more.  The ironic truth is that most journalists don’t have much time to read your information.  They are busy trying to do get their work done.  You’re not going to help them, or yourself, by sending out a three or four page press release.  You might find the release and the information compelling, but all a journalist is going to see is information overkill.

Remember effective PR is not about being verbose or long winded.  It’s about presenting stories that are compelling, transformational, informational and entertaining.  I know, that’s a tall order.  The bottom line is that it all comes down to the story.  Does your story connect with the media?  Is your press release interesting, entertaining, exciting?  Will your story angles and your approach meet the media’s needs?  If not, take a breather and start over.  Don’t send out information simply in order to feel like you’re moving forward.  Action does not necessarily equal results.  If you have a pitch or release that is filled with facts, statistics and information, but doesn’t tell a story.  Don’t let it leave your home or office.  Start again from a different perspective.  Put yourself in the place of the media outlets you’re going to be pitching.  If you were that editor, producer or journalist, what story, angle or approach would grab your attention?  And come up with a story idea that will grab their attention.  What type of pitch or approach would meet the needs or grab the interest of their readers, viewers or listeners?

When launching a public relations campaign, your  job is not to sell a product service or even yourself.  Your  job is to present to the media a compelling story that they will want to run with.  Your pitch doesn’t have to be completely unique or original; most any pitch can work, if it’s presented the right way.

Copyright © Anthony Mora 2012

Whaling, Heather. “How to Take your PR Pitches to the Next Level.” Photo. Mashable. 3 Mar 2012. 4 October 2012. <http://mashable.com/2012/03/03/better-social-media-pitches/>

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How To Stand Out In a World of Dot.com Gerbils

April 16, 2012 Leave a comment

The internet has not only drastically changed industries, such as music, media and film, it has changed marketing forever.  Let me restate that, it is changing marketing on an ongoing basis.  How we send and receive information is in a constant state of flux.  There is no final destination; no point of arrival, there is only a constant ever evolving journey.   The not-so-long-ago lonesome trails of the net are now overly congested and traffic is bumper-to-bumper.

This is true not only of the number of web sites themselves but of the proliferation of web and dot-com advertisements. The amount has reached critical mass.  Not only has how we receive our information changing from PCs and Macs to pads and smart phones, but the amount of information that is flowing to us seems to be growing exponentionally.

The problem is the more information we receive, the less we actually register.  Every day we are bombarded with emails, pop ups, banners, etc.  It’s bad enough that we’re assaulted online; the offline world offers little escape.  From sponsorship of college football bowl games, to billboard ads, to stickers on produce, companies are trying any and every advertising and marketing avenue available to lure customers to their sites.

The sheer volume is so overwhelming that most of us are left with little more than a memory of countless dot-com companies that offer something – we’re just not sure what.  From traditional ads and commercials, to PR and media relations campaigns, to email marketing and social media campaigns, companies are trying any and everything to get your attention.

In real time the internet has shot from toddler to grown-up overnight, and the marketing strategies of even one or two years ago will no longer suffice.  So, where does that leave the entrepreneur who is looking to successfully market his or her online business?  Advertising, when done adeptly and consistently, is essential, but these days it can only take an internet company so far. To truly establish a company in the public eye, it’s imperative at some point for the message to take that defining, and validating leap from an ad that precedes the evening news to the story featured on the news.

Whether a company’s objective is to obtain more funding or attract more consumers to its site, there is nothing as validating and legitimizing as a well-placed print piece or TV segment.  The trouble is that not that many years ago, garnering Internet-oriented press was relatively easy.  Remember all of those articles and TV segments heralding the emergence of MySpace?   Stories about the launching of new IPOs, teen-aged wunderkinds who became overnight billionaires, and the very novelty of it all commanded reams of print as well as hours of TV and radio coverage. The wanna be Amazon.coms of the world were featured in every magazine and newspaper and on every TV and radio station.

Well, these days not only are consumers inundated with dot.com information, so is the media, and launching a successful media relations campaign is a bit tougher than it once was.  Still, when it comes to launching and implementing a successful marketing campaign for your online company a strategic mix of traditional PR and social media is your best bet.  As to the hows; I’ll be covering that in my follow up article.

Copyright © Anthony Mora 2012

PETERD. “Fish.” Photo. SEOBOOK. 17 Oct 2011. 15 Apr 2012. <http://www.seobook.com/web-publishing-strategies-help-you-stand-out-competition&gt;

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“Bully” and the MPAA PR Dilemma

April 3, 2012 Leave a comment

“Bully” opened in a limited release on Friday, leaving theaters to decide whether they should let underage teens in or not.  Harvey Weinstein chose to release the film without a rating after loudly and repeatedly objecting to a controversial decision by the Motion Picture Association of America to give the film an R, which means anyone 17 and under needs an adult with them to get in.

Weinstein has brought his objections along with his army of celebrity supporters to magazines and talkshows, but the MPAA refused to budge and the R rating has stuck, which the Weinstein Co. argued would bar its target audience: teens.

“Bully” is said to have received the R rating because in one scene a bully uses profanity.  If sticking to the letter of the law is its sole purpose, the MPAA is doing its job, but at what cost?  The kids who could most benefit from this film are being locked out.  And why, because of language they hear every day on the playground by those very bullies being documented.  The Hunger Games, a film about kids sent to hunt and eat other kids, ended up with a PG rating.  Go figure.

To quote a recent article by AO Scott in the New York Times: “There is little swearing in the movie, and a lot of upsetting stuff, but while some of it may shock parents, very little of it is likely to surprise their school-age children.” Whose sensitivity does the association suppose it is protecting? The answer is nobody’s. That organization, like the panicked educators in the film itself, holds fast to its rigid, myopic policies to preserve its own authority. The members of the ratings board perform a useful function, but this is not the first time they’ve politicianed us.”

By sticking to this decision, the MPAA is doing irreparable PR damage to its own brand.  It is presenting itself as a dated, archaic system.  “Bully” on the other hand is generating more buzz and PR than it ever could have without this controversy.  Harvey is doing his PR magic.  He and the legion of star power champions of the film are garnering more exposure for the film than any marketing or ad campaign could buy.

Regardless of the rating and the controversy, “Bully” is an important film and one that should be watched by kids and parents.  The problem is how to get the kids to see it.

Copyright © Anthony Mora 2012

Allocca, Dave. “Lee Hirsch (left) and Alex Libby.” Photo. People. 02 Apr 2012. 03 Apr 2012. <http://www.people.com/people/article/0,,20582921,00.html>

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Promoting Your Movie via the Media

December 12, 2011 1 Comment

You see your job as director or producer (or both) but not as marketer.  Well, if you want to maximize your chances of getting your film out there, it’s time to get comfortable with this new role.  Whether you promote and PR your film on your own or hire a firm to do it for you, you can effectively create a buzz for your film and you will maximize your chances of building your audience and fan base.

By actively promoting your film, you’ll maximize your chances of:

  • Building awareness for your film within the industry
  • Increasing your audience and fan base.
  • Securing a distribution deal.
  • Establishing yourself as a director, producer or writer within the industry.
  • Generating interest for upcoming projects.
  • Securing financing for future projects.

Using PR and media relations to establish your film and/or production company is the most validating and legitimizing route.  By appearing in the media you establish yourself as a presence and a player in the industry.  You gain the validation of be covered by and featured in the news.  I’ve written other articles on how to launch an effective public relations campaign, which would be worth reviewing.  Your best bet is to bring a company or consultant on board that has experience and can work with you to launch an effective campaign.  If that’s not possible, do some homework, learn the process and give it a stab on your own.

Along with launching a PR and media relations outreach consider adding the following:

  • First and foremost create a compelling website or a blog with a compelling design and an easy to read layout.  This doesn’t have to be a bells and whistles affair.  Make it clean, easy to read and simple to navigate.
  • Utilize Social Media including Facebook and Twitter.
  • If you have a small budget for it, consider running Facebook and Google ads; consider forum marketing.
  • Edit some compelling, short videos to use as teasers for your film
  • Tag your videos.  Be sure to use keywords that effectively describe your videos in the associated tags for effective SEO.
  • Submit your video to directories and social bookmarking sites to help up your Google ranking

There is quite a lot you can do to help market, publicize and promote your film.  I believe that the most effective approach is to combine blogging and social media marketing with  traditional PR and media relations.  As a filmmaker, this is an exciting time.  Now more than ever you can take steps that can help ensure the success of your projects and your careers.  Be bold.  Go for it.
See you at the movies.

Copyright © Anthony Mora 2012

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How to Use PR to Launch Your Independent Film

June 9, 2010 3 Comments

The film world has been going through seismic changes.  It hasn’t been rocked quite a hard as the music world, but still, this is not your dad’s film world and it’s changing by the minute.  So start by shifting your mindset.  The days of making a film, finding a distributor and opening theatrically may still be alive, but on life support.  Going from conception to production, to theatrical distribution was never an easy road to begin with.  Only a handful made it, but now it’s even tougher.  Traditional distribution channels are shrinking and financing whether it be for development, production, or distribution is getting harder and harder to come by.  Particularly when it comes to small independent films, the heyday of companies such as Miramax, Gramercy, New Line and Lions Gate is now behind us.

But let’s say you’ve finished your film.  You’ve maxed your credit cards, or mortgaged your home, and sold your cat, but you managed to get it done.  So now what?  You’ve submitted to Sundance?  You’ll give a few more festivals a shot and then you’ll… wait?  Well that’s one approach.  But it might be a good idea to start considering a few other avenues.

When it comes to the entertainment world, whether it be film, music or publishing, perception always helps shape reality.  No one knows this better than the studios.  Particularly when it comes to blockbuster sequels, which often tend to be dreadful, the PR, marketing and online blitz is generally enough to send millions to stand in line at theatres and to buy DVDs.  The studios are creating urgency through marketing that all but forces the public to consume.  So, why not take a page from their playbook?  You can’t compete with them budget-wise, but you can jump into the game with creativity, savvy and some marketing know-how.

Launch your own PR campaign for your film.  You don’t need to have a theatre opening date or even a distribution deal in place.  You can launch your media campaign in order to land a distribution deal.  By creating a media buzz you separate yourself from the rest of the crowd.    PR can help build an audience, attract investors, interest distributors and position you and your film to succeed.

So, how can you launch a PR campaign for a film with no distribution?  Be creative.  Maybe a pitch on how you raised the money to make the film, or a story on how the subject matter relates to something that’s currently in the news, or how it illustrates a trend.  Perhaps your journey from your previous life to filmmaker would make for an interesting local feature.  Is there something else you’re working on, or a cause your involved in that could make for a good story?  If so, pitch that and then bring your new film into the interview.  There are a number of possible story ideas.  Think outside of the box.  Once you have some PR, now you have the Internet which you can use to amplify and magnify your media coverage.  I’ll be covering online marketing approaches and using you PR on the Internet in an upcoming article.

Copyright © Anthony Mora 2010

For further information visit:
www.AnthonyMora.com

Filed under business, Film, Film Making, Media Exposure, Media Relations Tagged with , , , , , , , , , ,

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