So, here we are. We built a website. Why did we do it? Well, we did it because it seems like the kind of thing you’re supposed to do. It also helps that it’s stupid-easy in 2020 to build a website (and by ‘build’ I mean customize a template). But is a website necessary? Think about it. How often do you visit official movie websites? Like, when was the last time you logged on to the-fast-saga-dot-com? Never, right?
Now, before you say anything… I get it, we’re not a major studio production. It’s a false equivalency. But the point is: how much utility does a website for a feature film production have? If you’re lucky enough to garner interest in your film, it’ll likely be through shareable content, like trailers or behind-the-scenes features. If you’re lucky, maybe you can spark a viral campaign. But even that’s thinking too far ahead. What if you’re just a screenplay and a dream? You don’t have funding. You don’t have a cast. You barely have a crew. Sure, you’re an “independent film,” but it’s not exactly by choice. How is a website going to help?
Here’s the thing, I don’t know that a website’s going to change much for us. I have no delusions about it. It’s going to sit here, silent and lonely, like a deserted island in the middle of the Atlantic. Maybe it’s a nice destination, but it’s not on anyone’s radar. And if your situation’s anything like mine, you may have a screenplay and a skeleton crew, but your production isn’t a production yet. Short of posting your script online (not recommended), there’s not much content to share. Given all this, you might be wondering: why have a website at all? Or why start this early?
Having a website creates legitimacy.
We’ve already discussed how the proverbial “nobody” actually cares about a film’s official website (I have nothing to support this claim, but let’s assume it’s true). And yet, if someone told you the latest Fast & Furious movie didn’t have an official website, you’d probably be a little confused, right? I mean, they’re a legitimate movie… why wouldn’t they have a website?
So maybe that’s the crux of it. At the end of the day you’re trying to get a movie made. Your job is to convince a handful of gatekeepers (studio execs, investors, talent, etc.) that your project is real, and they should invest in you. You’re not just some schlub with screenwriting software, you’re the real deal! And in the case of Spirits‘ core crew, we are the real deal. We have a combined 40-50 years of video production experience, a combined 16 years of business management experience (and probably a bunch of other combined years of experience that make us sound cool). So, if we’re a legitimate movie… where’s our website?
It forces you to think about marketing and art direction.
Let’s say it’s early in the process for you. If all you have is a screenplay, designing your site might be the first time you really start thinking about the presentation of the film. Do you have a logo? What’s the atmosphere, or mood? What colors make up the palette? Designing the site is a good way to start exploring the art direction of the movie on a very basic level. And this will also force you to think about the marketing engine that will drive engagement.
At this stage in Spirits, we’ve produced a Pitch Packet, so we’ve been well on our way to developing these materials. I had already designed a logo (likely a temporary one, but it works), we produced mood boards, character sketches, and more. Given all this work, we had plenty of material for a website. The challenge was deciding exactly what to share and what to keep hidden. This is especially tricky in the case of Spirits, as the film has many twists and turns. It ultimately resulted in a site that’s rather bare, and it became clear that the marketing of this movie will be tricky. What you reveal to investors vs. the general public is going to be very different.
In the beginning, it’s more important than social media.
If your film project comes up in conversation — and you’re speaking with someone you don’t necessarily want to share the Pitch Packet with, let alone the script — where do you send them to learn more? You need a central hub for casually-interested people to potentially become invested. In my opinion, a website is the best tool for this.
Likely, people will argue that social media is a better tool for generating interest, but I’m not so sure about that. Full disclosure: I’m personally not a fan of social media and therefore I’m pretty clueless as to how to wield it, so I could be wrong. That being said, I think unless you really know how to build something from the ground up using social media, I think it hurts more than it helps. There’s no escaping “Trending”, “Followers”, “Likes” or “Subscribers” as indicators of legitimacy. If I send you to a Facebook page, and that Facebook page has only 125 Likes and hardly any activity / comments, you’re probably going to think we’re not very legitimate. In my eyes, social media makes sense when you’re already “a thing”, you need a way to centralize your audience, and the number of interested parties legitimizes your production and therefore recruits new fans. If you’re not already “a thing”, then social media just looks pathetic.
A website, on the other hand, isn’t legitimized by engagement. A website is legitimized by its content and the presentation of its content — all things you have 100% control over. If your website looks good and has quality content, no one’s the wiser as to how “big” or “real” your production actually is.
A blog can drive traffic to your site.
The reason I considered a blog a necessary component of the website is that I wanted to cultivate a hub where people could follow the making of the film. The blog will drive traffic to the site so long as I write useful blog posts. And it should drive the right traffic: like-minded people — people interested in learning more about filmmaking or interested in following independent productions (potential teammates, investors, or cheerleaders for your production). Mind you, this is all predicated on the assumption that I write useful, relevant posts.
Assuming that’s true, I see this as a great tactical strategy for generating a strong base of interested followers. Other independent filmmakers or potential investors might stumble on this post (or others), find it useful and, in turn, follow our progress. Anyone who signs up is added to the mailing list, and I’ll be writing email newsletters regularly. I’ve already signed up for Mail Chimp’s free plan. So, who knows… maybe somebody knows somebody who knows somebody…
Or maybe it’s all a waste of time. But it’s pretty easy to build a website. So just do it.
The Filmmakers Blog 