by
Deborah Kaufman & Jenni Olsen
(cont'd
from page 3)
Distribution
of Flyers and Posters
 After
the mailing goes out, flyers and posters should be distributed and posted
in visible places where your target audience regularly congregates,
such as: Jewish community centers and synagogues, bookstores, delicatessens
and cafés, Jewish organizations, student centers, cinematheques, theatres,
and laundromats.
If you are presenting a whole festival or series, you can distribute
individual flyers for upcoming screenings to your audience while they
are waiting in line. If you receive a favorable review for an upcoming
film, use it to create a flyer or blow it up and post it at your venue
with an announcement that tickets are still available. Posters, lobby
cards, photo stills and previous reviews provided by distributors can
also be used to create a display publicizing individual films at your
venue.
Advertising
The decision to take out paid display advertising will probably be based
on your overall budget and should only be done to supplement an overall
public relations campaign. Quarter-page ads in the Jewish press or alternative
weeklies are good ideas; half-page ads in other local film festival
catalogs are even better because you reach a specifically movie-going
audience. Ad placement on the upper right hand side of a page, either
in the entertainment section or toward the front of the paper, is best.
Specialized Letters
to Community Groups
Personalized letters to special interest organizations are another method
for promotion and are often a good way to encourage advance group ticket
sales to particular programs. There are numerous possibilities for community
outreach which parallel issues raised in individual films, e.g. women’s
groups, senior centers, labor unions, organizations of survivors and
children of survivors, Yiddish culture clubs, immigration subcommittees
of local bar associations and legal groups, literary clubs, Russian
émigré groups, etc.
You may want to follow up, telephoning to a) know if they have received
your letter; b) explain briefly the details of the event; c) ask if
they are interested in advance-sale tickets at a discount for their
group; and d) ask for referrals to others who may be interested.
Press Release
And Public Service Announcements (PSAs)
Press releases and PSAs are sent no later than three weeks prior to
your opening to allow you time for a follow-up call. Compile an accurate,
organized and up-to-date list of people working in the local media.
Include the alternative press, major dailies, your local public radio
affiliate and public access cable channel. Press releases should be
typed on organizational letterhead with contact persons and phone numbers
clearly visible at the top of the page. Brevity and clarity are essential.
Develop contacts with specific arts writers at Jewish and alternative
newspapers. Be nice to them. Invite them to be on your festival guest
list for screenings. Give them as much promotional material as possible
(photo stills, press kits, posters).
Follow-Up before
Press Screenings
One week after you have sent out your press releases, telephone to a)
find out if they have received the mailing; b) explain again briefly
the what, where, and when of your event; c) invite them to a press screening
or ask them to view a preview videotape; d) ask if you can provide further
information such as press packets and photo stills; and e) ask for referrals
to others who may be interested in covering the story.
Press Screenings
Determine from local theatres the usual hours and location for press
screenings in your community. Your screening, held sometime between
three weeks and one week prior to opening, is primarily for film critics
and feature story writers, but it is common to also invite a few community
leaders, possible speakers, and others who will generate “word of mouth
promotion” through their networks. Provide all critics and writers with
a press packet that includes a summary, credit sheet and past reviews
of the specific film you are screening and of the other films in your
series. It also helps to have photo stills available and information
on the sponsoring organizations. If the filmmaker is available for interviews,
in person or by telephone, include this information in your press release
and press packet, and also announce it during your introduction at the
press screening. Be sure to have all attendees sign in when they arrive
and introduce yourself to all of the film critics and journalists, impressing
upon them your appreciation of their coverage and your availability
if they need any assistance or further information. Let them know any
anecdotal information about the film or about the festival itself that
might help add another angle to their coverage. Thank them for coming.
 Interviews
You may want to make one person responsible for liaison with the media
and possible interviews. It is critical that you know what you want
to convey (and have practiced making it concise) before you sit down
with your interviewer because more often than not the interviewers will
not ask you the questions you believe are to the point of your program.
Mention your concept, some individual films by name and content, the
sponsors, the date, time, and place, and a telephone number where people
can obtain additional information. Handle the interview by expanding
on the questions asked, or by asking and answering your own questions.
If possible, try to arrange for press interviews with individual film/videomakers
in addition to an interview with you about the program in general.
FESTIVAL
EVENT
 Tickets
Ticket prices should generally reflect the comparable rates in your
community. Consider selling a series pass at a discount and offering
discounts for groups, seniors, and students. If you are selling advance
tickets, mail-order forms should be available three to four weeks prior
to your opening so that you have time to mail the tickets back to the
buyer. For orders that come in during the week prior to the opening
tell the buyer the tickets will be held in their name at the will-call
door at the box office. Phone reservations are NOT advisable as there
is an unusually high percentage of no-shows for film screenings. Complimentary
tickets are common for the press, speakers, and their guests, and a
few others determined in advance at the sponsor’s discretion.
Speakers
Speakers can add an illuminating and entertaining element to your presentation.
Dialogue amongst the audience makes for a dynamic and energized event.
Draw on local filmmakers and film critics or professors, Jewish community
leaders, and activists, as well as on experts or academics in fields
of interest touched by the film. The degree of formality may vary –
a single speaker with a hand-held microphone is quite different from
a panel discussion with chairs and a table. The most stimulating and
enlightening dialogues have taken place when “controversial” personalities
are invited to participate in forums. If the filmmaker is in attendance,
you will definitely want to have a question and answer session after
the film screening. Do not forget to make sure that your microphones,
chairs, and stage lights are all in good working condition prior to
your opening.
Opening Night
Reception
This is an optional event that can range from a small, quiet wine and
cheese reception at a nearby home before the film; to desserts and liqueurs
at a nearby restaurant after the film; to a light buffet in the theatre
lobby before or after the screening. Determine your budget, staff/volunteer
support, and goals in order to shape the event. Do you want to create
a small intimate setting to thank patrons, or a large bash in order
to fund raise and generate good public relations? Do you have the budget
to design, print, and mail invitations, to order food and beverages,
to pay for musicians? Do you have volunteers who can solicit donations
of wine and champagne, food and eating utensils, and flowers from local
vendors? Who will prepare and clean up after the event? These are many
of the things to consider before undertaking your opening reception.
AFTER
YOUR EVENT
Evaluation of your program should incorporate audience feedback along
with staff and volunteer analysis. You might want to make audience ballots
available for opinions on films and videos, and on the festival/series
itself. Everyone who worked on the event should participate in a meeting
to talk about any problems and issues that arose during the event. Producing
an event like this involves a lot of work. Congratulate your staff and
volunteers on their accomplishments. Ask for their feedback and incorporate
it into your next event. What could be done differently next time? What
went well this time? What improvements can be made in what areas? Cultivate
your relationships with film/videomakers and distributors by sending
follow-up letters thanking them for their participation. Enclose a copy
of your catalog or program as well as any reviews or mentions of their
film or video.
Good luck with your successful film presentation!
SEE ALSO - The Film Resource Organization
listings.
This chapter was adapted from Deborah Kaufman’s article which
appeared in the first and second edition of this book, and Jenni
Olson’s update of that article which appeared in her book, THE ULTIMATE
GUIDE TO LESBIAN AND GAY FILM & VIDEO.
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