Whether you want to make money on your film or just find an audience for your unique vision, marketing should play a central role in your work.

This blog is dedicated to my thoughts on marketing independent film, especially using quantitative analysis. Don’t worry if you failed high school math or know nothing about marketing… my goal is to make the insights approachable by almost anyone.

I have to confess I haven’t yet summed up the courage to study his conclusions in detail but I’m interested to see what this sort of analysis brings up – and I absolutely agree that filmmakers have got to think about the marketing of their work. It’s about strategically working out how to tell the right people about your film and get them interested in seeing it. Call it something else if the word itself makes you uncomfortable but do it.

I should do the same with math.

I will be responsible for my own career and I will conduct myself as a business professional.

Many artists are understandably intimidated by business; but if you avoid learning about it you only hurt yourself. Understanding it will protect your professional interests and give you tools for success. Be proactive and learn whatever is necessary to help you achieve your goals – seek out the existing resources available to you. You may not consider art to be fundamentally aligned with making money but the two are bedfellows here in the U.S.

I will seek the help of experts when I’m in unfamiliar territory.

This extends to contract negotiations, business etiquette, grant applications, tax returns and marketing campaigns. If you need professional advice, find it and be prepared to pay for it. Usually a small investment from a qualified professional can save you a lot of money down the road. If you don’t like the advice you receive, ask around to peers and colleagues for their experience and referrals.

I will value my work in a monetary and a social sense.

Art possesses powerful influence and energy – don’t discount this. The work of artists benefits U.S. citizens both socially and economically. Your work should do the same for you: it should generate revenue to pay for your services and make something creatively rewarding for your audience. A simple way to serve both masters is to think locally as much as possible. This can develop your audience, increase your revenue, improve your fundraising potential, and quite possibly change the world. Join advocacy efforts to promote the arts in your area, contact the politicians that represent you and make your concerns as a voter known. Imagine what artists could do if properly organized to engage the civic leadership and create social change.